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零售业进入“多元时代” 上海“试验田”百花齐放

2017-08-06 13:31:51   中国青年网

中新社上海8月6日电 (记者 郑莹莹)在上海浦东金桥的盒马鲜生店内,周末人头攒动,这个集超市、餐饮店等多功能于一体的新零售方式,受到此间中外消费者欢迎。

店内摆放着来自各国的商品,既有来自美国的车厘子,也有上海本地直接供应的小青菜。而消费者除了现场采购、品尝美食,如果住得够近(3公里内),还可以通过网上APP购物,30分钟送达。

一家新西兰乳制品品牌在店内开展免费品尝活动,其工作人员告知,这里人气很旺,8个小时内便有4000个试吃者。

在一家美国企业担任亚太区零售高管的Patrick Viney在受访时指出,四五年前,他来中国时,业界还在争论线上、线下零售哪个能赢,而今已无所谓线上线下,只关乎零售。

他指出,作为消费者,不会去想到底是线上还是线下买的,更多关心“我要买什么,怎么买方便”,而盒马做的正是将线上、线下打通,把“买”这件事变得简单。

阿里巴巴旗下的盒马鲜生仅仅是中国市场在零售“试验田”的新尝试之一。

根据中国商务部今年7月初发布的《中国零售行业发展报告(2016/2017年)》,2017年,中国零售企业线上线下全方位深入融合、社交化场景化多元消费场景、多业态协同提供一站式聚合服务、供应链体系智能高效等特征将日益明显。

根据该报告,截至2016年底,中国零售业经营单位共有1811.91万个,全年商品零售额近29.7万亿元人民币。2017年,中国宏观经济形势出现明显好转,政策日益完善,互联网、大数据、云计算等信息技术应用更加普遍,居民消费需求深刻变化,催生零售行业新供给新模式。

以上海为例,中国社会科学院—上海市人民政府上海研究院研究员、产业经济项目首席专家李萌指出,文商旅融合成为上海众多购物中心新一轮转型的路径选择,不管是中央商场变身“商旅文秀场”,还是上海第一百货要改造成为“文化休闲新地标”,还有部分商场推出的主题展览、游乐项目、创意集市等,都是这一思路的体现。

他指出,城市主流人群的新消费需求呼唤更多新型购物空间和零售新业态,包括原来购物中心、购物街区的转型改造升级,以及无人商业门店的出现,都是一种积极探索。

上海财经大学教授、上海市市场学会会长陈信康则认为,新的零售业态,不管什么样的技术条件,最终考虑的是能否降低成本、提高效率,同时能充分满足消费者需求。

尽管近年电商走俏,实体店铺备受冲击,陈信康认为,人有高级需求,不单纯是对产品的满足,还有情感沟通的需要,兴起的“体验经济”有望给实体零售带来新生机。

放眼海外,在“零售硬币”的这一面,这两年,从美国的乡村购物中心到曼哈顿大道,传统零售业遭遇大冲击;但硬币的另一面是,1852年诞生的世界第一家百货公司玻玛榭依然矗立在巴黎街头。

陈信康指出,从最早的百货商店,到而今各种新生业态,其诞生都有需求变化的驱动,“业态发展到今天,被淘汰的业态几乎没有;无非是随着环境改变、需求变化,大家互相适应的问题,百货商店在转型,超市、大卖场也在‘改变自己’,便利店也在变化……这是符合经济发展规律的。”(完)

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