付守永：深耕复购，中国企业经营意识的一场“心革命”

Core Insights - The article discusses the shift in China's business environment from "incremental competition" to "stock deep cultivation," emphasizing the importance of customer lifetime value over acquiring new customers [4][10]. - It highlights the success of the regional retail company, Pang Donglai, which has achieved significant growth through user-centric operations rather than capital expansion or price competition [4][11]. Group 1: Repurchase Economy - The essence of the repurchase economy is transitioning from "traffic thinking" to "user asset thinking," focusing on building a flywheel model of "user-trust-repurchase-word of mouth" instead of a linear model of "traffic-conversion-monetization" [4][5]. - Pang Donglai's repurchase rate exceeds 80%, significantly higher than the industry average of 30%-40%, and its sales per square meter are three times that of Yonghui [5][6]. Group 2: Reconstruction of Business Logic - Traditional retail focuses on GMV (Gross Merchandise Volume), while Pang Donglai emphasizes NPS (Net Promoter Score) [6]. - The company prioritizes user stickiness at individual stores over scale expansion, and it drives repurchase through excellent customer experiences rather than price wars [6][8]. - Employees are viewed as key service touchpoints rather than costs, with high salaries and a culture of empowerment leading to better service and increased repurchase rates [8][10]. Group 3: Strategies for High Repurchase - Pang Donglai has redefined its approach from "selling products" to "building trust" through policies like unconditional returns and exceptional service [8][10]. - The company empowers employees with high compensation and autonomy, fostering a service culture that enhances customer loyalty [8][10]. - Instead of competing on price, Pang Donglai focuses on providing emotional value and community engagement, making shopping a part of customers' lives [8][10]. Group 4: Insights from Pang Donglai's Case - The essence of business is shifting from "transactions" to "relationships," viewing consumers as friends rather than mere traffic [10][12]. - The core of growth is moving from "acquiring new customers" to "nurturing existing ones," with a focus on retaining old customers who can bring in new ones [10][12]. - Competitive barriers are evolving from "supply chain" to "customer loyalty," with Pang Donglai winning hearts through sincerity and quality [10][12]. Group 5: Conclusion - The repurchase economy is seen as the ultimate competition in the current market landscape, where traditional growth models are becoming obsolete [11][12]. - Companies must shift their strategic focus from customer acquisition to customer retention, using data-driven decisions to enhance user experience as a core KPI [11][12].