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新零售是甜是酸?
2017-08-04 15:13:10 中国青年网
如今,网络大咖纷纷爱上了新零售。马云搞了盒马鲜生,美团做了家掌鱼生鲜,宏图三胞搞起了3C体验店,就连居然之家也不落人后,玩儿起了无人超市。
我的朋友圈里,三天两头有人晒出在十里堡的盒马鲜生吃龙虾的照片,这已成为当下最时尚的消费行为。9个月前,华堂百货曾从这里黯然离场,传统商业的痕迹如今已被新商业的代表“盒马”擦得干干净净。
未来的新零售是什么模样?目前,没有人能给出一个笃定的答案,但至少在2017年,各路资本都对无人超市亮起了“绿灯”。作为早在风口吹起就进入这个领域的尝鲜者,壹刻送的CEO刘迪告诉我,他们最早的出发点,只是想做一个年轻人喜欢的、有特色的、不同于传统的超市。不过,性格严谨的刘迪不叫它无人超市,他更喜欢自助超市这个词,因为商品的补全和上架,仍然是需要人工来完成。“更切合的形容是,它们是传统便利店的变形版,在传统超市基础上加入了人机交互。”设在东四九条胡同里的壹刻送自助便利店运营了近一年,刘迪也有了一份简单的账单:略微盈利,平均客单价在25元到30元之间,日均客流量则在200人左右。“我总把自己叫做‘专业买手’,根据用户需求为他们提供最想要的商品。也因此,目前这类自助便利店主要布局在写字楼、共享办公空间或长租公寓,客流相对固定,需求也好把握。”
新零售到底新在哪里?这周,我们替您体验了几家近期在北京出现的“新”店面,它们有的主打无人购物;有的追求货品的生鲜;有的刻意营造良好的消费体验。这些店有不少优点:可解决小型商超高峰期排队的情况,还能节约人工成本。一个15平方米左右的标准店,传统超市需要4个员工,而无人超市里一个员工就可以维护两个距离较近的店面。然而,缺点也比较明显,包括技术的不成熟,设备成本较高,商品丰富性较差,以及可能存在的丢失风险。
而且,“新零售们”显然把银发族“抛弃”了,因为如果你玩儿不转手机的各种新功能,不仅结不了账,甚至连超市的大门都进不去。
新零售的未来一定是好的,但距离大范围复制,恐怕还有一段时间。
赵莹莹 J201
制图 冯晨清 H126
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