[2021 유통포럼] In the era of’distribution technomics’, we need to confront with a human-centered digital strategy (general)

Input 2021.03.25 19:31

Hosted the 9th Shipbuilding Biz Distribution Industry Forum
Soother Google Retail CEO “2021 is the year of digital transformation”
Director of IKEA Gomes “The era of omni-channel… data is at the core”
In the era of new commerce, there is absolutely no power…
Personalized last mile innovation is needed to survive
‘Labang’, which will grow further…It is important to build trust between sellers and buyers

Chosun Biz, the economic media of Chosun Media Group, held the ‘9th Distribution Industry Forum’ on the 25th. This forum, which was held for the 9th time this year, with the theme of’Retail Technomics’, diagnosed with domestic and foreign experts how technology will affect the distribution industry, a new economic paradigm that leads the economy, and sought growth. .

This event was held in a non-face-to-face format on the YouTube’Chosun Biz’ channel to prevent the spread of Corona 19 and to keep speakers and participants safe. About 1273 distribution industry officials pre-registered for the event.

“Distribution technomics is a meaningful topic that allows us to think about the current and vision of the distribution industry using the new technologies of the 4th industrial revolution,” said Cho Sung-wook, chairman of the Fair Trade Commission. He emphasized that the virtuous cycle of introducing added value and investing in new technologies should be actively carried out.”

Chairman Kim Bong-jin (founder of Bae Dal Eui Minjok) said, “The global competition for technological innovation and the resulting paradigm shift in the distribution industry will accelerate.”

Overseas experts who gave a keynote lecture on the day said that the coronavirus infection (Corona 19) situation has accelerated the digital transformation of the distribution industry, and it will be difficult to go back even after the corona pandemic (pandemic) ends.

“The new golden age of the retail industry has arrived,” said Ted Souder, head of Google’s retail division, and emphasized that this year should be’the year of digital transformation.’ He suggested, “As it is expected that non-face-to-face consumption will dominate in the future, introduce IT (information and communication) technology and provide customized commerce by effectively utilizing customer data.”

Carolina Garcia Gomez, Director of Global Digital Strategy Headquarters of Ikea Inca Group in Sweden, said, “The era of omni-channel diversification of consumers’ purchasing channels online and offline has opened.” We have to build a system without this and develop a future store.” In particular, he emphasized, “We need to satisfy customer needs and increase transparency through human-centered digital transformation.”

◇ Continue non-face-to-face consumption…Provide customized commerce with data

Attendees agreed that retailers should maximize the customer experience through digital transformation.

LB Investment CEO Park Ki-ho said, “As technology advances and Corona 19 has urged changes in the distribution industry, the era of’New Commerce’ has opened.” “We are increasing investment in e-commerce such as media commerce and interior platforms.” In the case of Coupang, which has grown into a company with an enterprise value of 100 trillion won in 10 years, “the e-commerce market can be dominated by large companies or existing strongholds. It is a market that does not exist, and VC investment will continue to expand in the future.”

Ho-min Kim in charge of retail and CPG business development at Amazon Web Services (AWS) said, “As non-face-to-face consumption has become a new normal (a new standard), we need a physical environment to expand the customer experience by incorporating digital experiences into the physical environment. “The distribution industry must maximize the customer experience from three perspectives:’offline, last mile, and customer data.’

“Customers are not perfectly rational and it is difficult to predict their behavior,” said Chung Dong-seop, group head of Deloitte Anjin accounting firm (a leader in the retail consumer goods industry). “We need to capture digital customers with data.”

◇ Last mile strategy, speed + quality experience important

In the first session following the keynote speech, a discussion was held on the topic of’the era of Q-commerce, the last mile strategy to increase customer satisfaction’.

Yoo Jeong-beom, CEO of Mesh Korea (Vureung), said, “With the Corona 19 incident, delivery demand has increased more than three times, and we are thinking about how to safely and quickly deliver granular products.” “I am playing a difficult game of combining hardware” and “software” that operates it.”

“If on-time delivery was a hot topic in the past, the demand for 30-minute 1-hour delivery is increasing,” said Park Se-ho, vice president of Lotte Mart’s DT (digital conversion) strategy. . He said, “If the last mile has been a race of speed up to now, it’s time to go to a race of qualitative experience.”

The efforts of the distribution industry to realize fast delivery were also introduced. “When there is a problem with delivery, we need to take quick action, but it is difficult to respond to customers through the call center in the evening and early morning when there is a lot of delivery,” said Jang Yoo-seong, head of SSG.com’s data and infrastructure division. I said.

PYH CEO Park Yong-hoo (former outside director of Bae Ji-eun) said, “Recently, local governments are releasing public delivery apps, but most of them have focused on price competitiveness, so the last mile competitiveness is lagging.” “Miles’ success strategy.”

◇ Live commerce,’communication’ between seller and customer is the key to success

Discussions on media commerce, which grew rapidly in the aftermath of Corona 19, also continued. Seung-yoon Lee, professor of marketing at Konkuk University Business School, who presented the session’Success in Media Commerce, From YouTube to Labang’ said, “Emercus is evolving into live commerce (Rabang) combined with live broadcasting as all daily life is digitalized.” He said, “The success factor is the combination of content (media) favored by the MZ generation (millennials + generation Z, born in 1980-2004) with existing e-commerce, such as today’s house and Musinsa,” he said.

“Live commerce is a market that is open to anyone and has no limits on content,” said Song Jae-hoon, the head of Naver Live Commerce TF. “Currently, the main target is limited to the MZ generation, but it will gradually expand to the previous generation.” .

Regarding the Chinese market, where live commerce was established before Korea, Lee Woo-joo, CEO of Weibo Big I&C, said, “In China, companies to which sellers belong to directly hire product planners (MD) to select and sell products. “The way the brands of the product negotiate with the platform to recruit sellers,” he explained the difference.

“The influencer market will continue to grow based on the interest of the younger generation who are familiar with digital,” said Choi In-seok, CEO of Leferi. “As humans (sellers) versus humans (buyers), communication and relationships are the keys to success.” .

Myeong-sook Jang, a fashion YouTuber who runs the’Millanonna’ channel on YouTube, said, “Through YouTube, I got to sympathize with the thirst and lack of the younger generation.” If the culture of encouraging purchase is avoided, the commerce industry will develop in various ways.”