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风口上的新零售,将如何定义商业未来?

2017-09-08 08:33:02   中国经济网

面对新环境、新挑战,“新零售”的发展成为一种共识并迅速被推上行业风口。根据“新零售观察”系列前两篇的探讨,新零售显然不是现有零售场景和业态的简单相加,而是重构后全新的商业业态。作为本系列的小结,本文将对新零售的未来进行研判和展望,从“新零售”的发展态势、对经济结构转型升级的影响等方面,探讨“新零售”如何定义商业未来。

新零售的发展需要关注自身问题,加强管理和模式优化。

驱动新零售:瞄准消费趋势

消费升级和技术革命是新零售发展最重要的两个驱动因素。技术如果有愿景、有需求就可以去开发研究,但是,从了解用户需求到深谙商业发展的逻辑需要花费更长的时间。因此,瞄准未来的消费趋势已成为驱动新零售发展至关重要的一环。

新零售的发展需要看到消费的偏好和发展趋势。第一,线上线下融合、最大限度满足消费者。第二是多元跨界,多业态与商品跨界、交流,把隔阂彻底打通。第三是新供应链的产生包括生产、销售、支付、广告一体化、智能化。第四是社区商业发展多元化,现在百货份额在减少,趋势是化大为小,要适应新时代和新技术的发展。

——著名华人经济学家 姚树洁

未来零售发展方向要关注几个点:一是要加强技术创新应用,现在新零售模式很多,包括无人零售,技术上不成熟,未来进一步加快多种技术及软硬技术结合,增加体验功能,才能更适用消费者的需求。二是要增强智慧供应链的建设,新零售发展背后有强大的支撑是供应链体系,未来通过整合物流、支付、智慧机器、数据存储各方面资源,促进供应链上下游整合和零售业升级。三是适应消费升级趋势,强化消费体验的功能,强化应用一些新技术,增强消费场景体验化和场景化,促进消费者更多参与到整个零售业发展过程中来。

——商务部研究院流通与消费研究所副主任 路红艳

新零售需要向产业深层次延伸。互联网平台,无论是做互联网平台还是做先消费的提供商,根据流量方式对整个产业发展有重要作用,流量很重要。在制造业延伸方面,一是大力发展个性化定制,除了目前线上线下推介一些国外产品,建议更多选择国产商品进行推介,将国产商品变化趋势和消费者评价信息反馈给企业,助推民族工业质量和品牌的建设,实现工业转型升级。二是包装规格化,也可把更多的农产品纳入供应范围,对智慧农业的发展也是有好处的。

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