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零售“新物种”瞄准社区商业

2017-08-30 07:50:30   新华网

市场潜力大

  零售“新物种”瞄准社区商业

近来,零售市场出现了盒马鲜生、缤果盒子等一批新业态,而这些风口上的零售“新物种”瞄准的目标市场,无一不是被称为“最后三公里”的社区商圈。

业界认为,社区商业是网上零售和实体店博弈的最后一块阵地,在“互联网+”和新消费群体升级的推动下,社区商业面临新机遇。

 呈现多业态组合

近段时间,无人便利店和“盒马鲜生”成为零售行业的“热词”。

在前不久召开的“2017中国社区商业论坛”上,福建冠业投资发展有限公司董事长林永强认为,无人便利店是一个水到渠成的零售新技术应用,所有的技术推出来都是要改变零售的效率问题,未来在零售领域,还会有更多的技术应用植入进来。

而谈及以“盒马鲜生”为代表的新零售,北京华冠商业经营股份有限公司总经理肖英说, “盒马鲜生”是一种基于大数据的线上线下融合,它给消费者创造了消费时尚和消费幸福感。对于新零售而言,未来如何控制好成本,增加顾客的体验是关键,但好的商业模式必须具备可持续性的盈利能力。

为适应整个消费升级,零售业态创新及格局变迁也在持续显现。深圳天虹商场2017年推出来的超市新业态天虹sp@ce,是中国零售的一个新面孔。

天虹sp@ce总经理王涛称,sp@ce既是一个美食空间,同时也是一个生活空间,在这个空间里我们希望能够基于顾客生活方式的满足,让顾客得到一个非常自然、简单、智能的生活需求满足。

“基于社区的运动健身场景供给将是一场革命。”杭州乐刻公司创始人饶星星说,过去的20年,高成本、高消费的运动健身模式基本上都是围绕商业端展开的。我们正基于消费端来做定制化的健身产品和服务。比如,现在要在社区开一家健身房,会先了解社区居民的运动喜好,消费习惯,出行频率,得到一个基本用户的画像,由此来做整个运动课程的产品定制。

中国连锁经营协会秘书长裴亮表示,对比现在欧美国家家庭社区消费占比60%的水平,我们只达到他们一半的水平,社区商业在中国仍有很大潜力。

仍存诸多痛点

“社区商业是网上零售和实体店博弈的最后一块阵地。”裴亮说,网上零售从家电、图书、日用品、食品乃至生鲜,一个一个品类逐步渗透。而电商和实体零售博弈到今天,也正在由摩擦碰撞走向逐步融合,产生新的合作模式。比如,京东到家和“盒马鲜生”都是网上零售在进军社区商业的过程中衍生出来的新模式。

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