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无人超市的命运交由市场选择

2017-08-14 08:48:42   央广网

据报道,记者走访京城首家无人超市发现,抽测的10种商品全部比永辉大卖场要贵,即便和人工成本高昂的便利店相比,部分商品在价格上也没有优势。

在人工成本不断上涨、攀高的当下,无人超市陆续在全球各地诞生,不再需要人工驻店,无需人工结账,直接节约下了一大笔人工成本。而且,资本纷纷进入和布局无人超市领域。这就让人们觉得无人超市的商品价格会便宜一些,将颠覆传统的销售格局,开启新的消费时代。但是,现实却是,无人超市里的商品价格并不便宜,相反比便利店里的还要贵,在价格竞争上没有优势。这种状况或许让很多人难以理解,但在笔者看来,这压根就不是一个问题。因为消费者会用脚作出市场应有的选择,根本不劳不去无人超市购物的吃瓜群众操心。

消费者究竟是买无人超市里的贵的东西,还是买便利店里的便宜的商品,会综合考虑,不会简单地看价格。如果无人超市离消费者的工作地、居住地的路程比较近,就在家门口,以及在无人超市里购物不拥挤、不用排队,购物舒适度较高,那么即便无人超市里的商品价格贵一点,也不会妨碍消费者进去购物的脚步。“时间就是金钱”,耗费更多的时间去购物,这本身就增加了消费者潜在的支出成本。这如同超市的蔬菜价格往往比农贸市场上的要贵一些,但很多市民还是去超市买菜,而不上农贸市场买菜的道理是一样的。

在目前,无人超市的东西比便利店贵一些,这是很正常现象,是无人超市经营成本决定的。无人超市属于新兴事物,处于起步阶段,技术层面还在不断完善和成熟之中,这决定了无人超市的经营成本并不比大型超市、小型便利店低。从生产、经营成本角度说,任何一项技术初始阶段,成本都会比较高,只有等到技术成熟之后,进行大面积推广的时候,技术成本才会不断降低,到那时候“抛去”人工成本的优势才能体现出来。换句话说,在目前,无人超市虽然省下来人工成本,但增加较高的技术成本。

实际上无人超市最核心的卖点,并不是没有了人工成本,带动商品价格下降,而是智能化实现秒结算,让消费者购物不用再排长队,方便市民的购物生活,给市民带来实实在在的好处。

因此,无人超市的命运究竟会怎样,是开启新的消费时代,还只是资本市场的一阵风,这完全可以直接交由市场去选择,市场会按照价值规律给出一个科学、准确的选择和答案。所以,对于无人超市,我们应当多给他们一些时间,让他们去成熟技术,良性发展,不必急着下任何的结论。无人超市的投资者,也应静下心来完善技术,降低成本,而不能只想着过早地布局市场,跑马圈地。

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