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Overall, the "new retail" can be roughly divided into the following formats:
1, integrated online and offline formats fusion.
This O2O emphasized that the forms online and offline integration and development, mutual support development model, through modern technology to effectively get rid of the hours of operation, location and store shelf space limitations (these limitations is the problem encountered in the development of retail entities), by infinity of space line extending out to effectively get rid of a lot of physical limitations and time constraints operating entities. so that customers can fully enjoy all-weather shopping experience.
The development of this integration format online and offline, is a major impact on the traditional retail industry, customer sovereignty has been greatly improved.
Such as the impact of virtual communities - consumers interact online virtual communities, there may be an interest in a particular product, and then decide to purchase behavior.
But the integration of fusion format under said here online and offline, only for single integrated retail environment, rather than integrate the whole industry chain.
2, to promote the new format retail technology experience.
New industry technology-driven retail experience, the retail industry is a typical new retail. It is no representative of a typical retail.
To some extent, the development of technology led to no retail formats, especially the emergence of artificial intelligence, unmanned retail in a "cool" way to enter into people's daily lives.
January 22, 2018, Amazon Go officially launched .Amazon Go through the Amazon business model combined with a supermarket, computer vision, depth of learning and sensor fusion techniques, introduced to the market's first unmanned retail stores, the traditional way of shopping and therefore the traditional checkout into the real life of the consumer.
Affected by this, in July 2017, Alibaba launched the "Amoy coffee" in the second session of Taobao creation section; and later appeared on the market a meal Mimi - no Canteen Vending machines.
With no retail surging wave, has been found in no gym, no hotel, no hospital, no KTV, no gas station, no library, no tea shop on the market. No one can retail He said in the past few years out of the limelight, many business model has been sought after by institutional investors and even once appeared on the market the concept of "no economy".
可以说,技术推动零售业态,本质是就是为了体验.因此我们可以将技术推动零售体验的这种新兴业态,看成是新零售的一种体验消费业态.因为体验是直接来源于消费者这个“人”的,因此这种业态,可以说是一种非常具有代表性的新零售业态.
不过随着消费层级逐渐模糊,技术实施的这种手段要求就会越来越高,如何在消费层级界限不清晰的情况下精确刻化某一消费者,这其实对于零售商们来说,难度是相当高的.
3、零售产业链整合业态.
零售产业链的整合业态,是当前零售转型到新零售的一个重要的方向,也是一个未来的走向.随着新零售所谓的“人、货、场”的结合,新零售对于各种产业链的融合态势已经开始.整条产业链的整合比第一种线上线下融合的业态要复杂的多,中间涉及到的环节也非常繁琐复杂.
零售产业链的整合不仅包括仓储物流、营销整合、技术支撑,还包括很多涉及到了诸多体验的环节,如娱乐服务等深度服务.
产业链融合意味着消费者的消费要求会提升的极快,消费者的消费行为、消费心理都会发生明显的变化.零售市场面临的不确定性就会非常高.
例如对于电商来说,很简单的一种方式就是及时通过技术的手段消除bug,但是这样对于合作方酒店来说,关注点是即使消除了技术漏洞,那么已经售卖出去的优惠券如果生效的话,后勤是无法保障的,在这个时候,电商能为我做点什么(赔款已经是次要的了,毕竟商誉要紧).因此从这个角度来说,产业链整合协同,就是一件非常复杂的事情.
可以说,以上是当前比较典型的三种“新零售”业态,代表了零售行业在当前的历史背景下发展的三种主要趋势.