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消费升级催生商业“新物种”

2017-09-12 06:52:23   中国经济网

“过去的3年到5年,中国零售业发生了巨大变化,未来的发展令人期待。”在刚刚结束的2017创享中国未来商业论坛暨首届全国“70后”商业领袖峰会上,德勤中国消费品与零售业领导合伙人张天兵表示,当前我国的消费市场从以企业、渠道为中心,转向了以消费者为中心。张天兵认为,目前的“新零售”有五个趋势,一是全渠道多业态企业崛起,二是消费者对服务期望更高,三是库存矛盾日益显现,四是物流运营集约化、共享化,五是数据分析驱动供应链转型。

“我国的消费升级持续推进,但商品价格却越来越便宜,这与我国的人口结构有关。”中国商业联合会副会长王耀表示,过去10年北上广等六个地区流入人口占全国净流入人口的47.5%,同时消费升级也表现在我国消费者消费心理越来越成熟,服务类消费支出近年来占比持续提升,消费者已从物质消费转向健康、精神、母婴等方面的消费。

近年来,像盒马鲜生这样的“新物种”进驻一线城市,赢得了不少年轻消费者的青睐。何为“新物种”?“新物种”要健康成长还要注意哪些问题?易观国际副总裁李智提出,所谓商业“新物种”要有三个条件。首先,拥有数字化、与消费者直接触达的交互界面;其次,拥有数据用户社群或资产,更注重自然人身份、金融或消费身份与社交身份三个身份的统一;第三,拥有一个算法驱动的业务流程,在战略决策时有更多数据作支撑。

北京超市发连锁股份有限公司副总裁赵萌认为,“新物种”新在业态定位和顾客体验,新在渠道拓展,但也面临两个挑战,其一是可持续的盈利能力,在顾客体验、利润产出上如何平衡。其二是如何保持新鲜度,就是保持企业的生命力,只有经得住现实的碰撞,才能有繁衍的能力。“所有零售商都应以更开放的心态去拥抱数据,深入挖掘数据、挖掘顾客,要利用消费行为而非收入、阶层等要素为消费者画像。”赵萌说。(经济日报记者 王 晋)

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