Amazon'S Black Technology Is On The Screen Again, But It Has Nothing To Do With New Retail.

When everyone talks about the age of innovation, it is difficult to make innovations. Now, talking about "innovation" is probably the oldest thing.

Over the past 20 years, people's shopping methods have undergone dramatic changes, from entities to the Internet, then re landing, and then merge the whole channel pool.

In addition to Jingdong Ali, who has been pushed ashore by the tide of the Internet, the market value of the old Amazon is also rising.

With the development of the times, Amazon has become more and more powerful. Recently, it has given away the so-called black technology, and the whole retail industry is boiling again.

When you look at the whole thing sober, it is actually irrelevant to black technology and nothing to do with new retail. After the noise, how much inspiration can retailers get from it is the significance of the screen.

When more and more entities are covying with online consumer power, Amazon Amazon, an e-commerce pioneer, has invested in the physical store business: Amazon physical bookstore and Amazon go.

First of all, we can see that Amazon Bookstore did this:

Copy online shopping ratings and comments to offline shopping scenarios.

Recommended guide for offline version of "guess you like"

Support online purchase

Where is Amazon entity bookstore?

More intuitive guidance and explanation.

More simple self-help shopping guide.

The online scene is moved to the physical store and simulated online.

Scenery brings freshness.

You can see that Amazon's main goal is not to sell more products, but to create freshness and pleasure experience.

For Amazon Bookstore, the core logic of planning is to make users more dependent on Amazon's brand, whether you are in the physical store consumption or experience on the website, remember the Amazon brand.

Amazon Bookstore itself is not the first time to appear, in fact, many brands have long been aware of and doing similar things.

For example, designer fast fashion brand KM is the first clothing retailer in China. It is also the first brand to use flexibly in the shops. This kind of effort in detail has promoted the shopping experience of consumers.

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Tell you why it is so cheap and dispel doubts.

Deconstruct product material information, let consumers know more about products and collocation guides

If the guidance information of the shop is not enough, then there will be more information about the online official public number, and more information about young men's enjoyment of life, entertainment and social entertainment.

The community, which is very rare in the industry, has also won more love from terminal consumers for KM.

People who buy clothes have the demand for shopping, but behind the demand for shopping is to display their needs, and to become better or "evolutionary" needs. KM sees and satisfies these needs of consumers. Returning to the essence is providing more perfect services, but on the consumer's standpoint is a better experience. In this sense, the similarities and differences between the freshness and shopping experience brought by Amazon Bookstore are double the "satisfaction".

Is it difficult?

It's not difficult, make sense.

More care for consumers, sensitivity and awareness of needs.

Can other brands be copied?

Yes.

But they lost timing.

When the lagged brands catch up with this trend, they will find that the brand of heart has gone far ahead.

Looking ahead determines your creativity. Insight determines what kind of experience you can create, and executive power determines whether you can seize the opportunity.

Creativity, experience and opportunity are indispensable to the three.

Let's take another look at Amazon's so-called black Technology:

Amazon Go

If Amazon Bookstore wants users to stay in stores more often, Amazon's purpose is to leave without checking out.

The way to use it is very simple: open the Amazon Go App, brush the two-dimensional code, it's kind of like entering the subway station.

Then enter the supermarket, no service staff, but from now on, you will be locked by AI, your every move is recorded by camera and introduced into the system.

For example: pick up something, the system will automatically record items and quantities: think, do not, and put it back, the system will automatically deduct.

When you walk out, the product will be identified automatically, and the settlement will be completed, and the detailed list will be displayed on the mobile phone.

Just go out, and the phone will automatically show you what you bought and the automatic deduction.

No queuing, no checkout, no registration.

To put it simply, it is to cancel the queuing checkout procedure, so that people can go shopping in the supermarket and pick up what they have left.

Amazon's conceptual supermarket, combined with artificial intelligence, has retained the elements of shopping, all of which have retained the sense of experience and pleasure of the real business, and the entanglement of the price of each other. However, elimination is indeed the time cost of queuing and checkout, and it can go straight to the user.

There is no doubt that this offline shopping system is integrated into many fields such as machine learning, computer vision, sensor technology, artificial intelligence and so on.

This is an attempt by Amazon supermarket, but it is a little exaggeration to say that it is black technology.

If this is all black technology and Google is not convinced, Elon Musk is going to cry at the head of the bed.

From a technical point of view,

It is not difficult to achieve, but it needs a lot of cost input, so it is too much for a concept store.

If such technology is to be copied online, it will not be realistic.

So according to Amazon's current way, Amazon go's store value is mainly advertising effectiveness.

It is enough for God to attract attention, attract discussion and forward, and pmit passively.

This is successful in advertising strategy, but can you? How much do you want to pay to support this "black technology"?

Black technology is just a means, the aim is eyeball economy, what businesses do is only to stimulate consumers' numbness.

Amazon deeply knows where the biggest satisfaction of the entity is to the user, that is the feeling of the offline entity, this is the biggest short board of the electric business, so the maximum satisfaction of the user, to the user's most needed, to eliminate the user does not need, the entity business must have its own space.

Amazongo's so-called black technology has brought two kinds of benefits to consumers: 1, more convenient; 2, freshness.

From a convenient point of view, is this the only one?

Looking at today's blooming convenience stores, mobile payment technology, fingerprint verification...

These are the business results that enable consumers to get more convenience.

In this sense, businesses can win more differentiation if they can provide more and more convenience.

From the freshness level, it is actually not just the retail industry that attracts people's attention, but all walks of life are trying to attract attention. Shaping the unique IP is an attempt, Uber a key to call a super hero, a key to call a helicopter, a seabed salvage service, and a vending machine to sell the new car at the smart conference.

These can make people's amazing work, are practicing "suction eyes" and "create freshness".

What inspiration does this wave bring to us? After clapping, we return to the essence of business, and we can see that there are still some old rules.

1, optimizing services

A. provides more guidance, no nonsense, but human voice.

B. focuses on deep needs and consummate the consumption experience from the details.

C. no bother.

2, we need to do everything we can to provide more convenience.

3, use existing resources to maximize differentiation.

Boulevard to Jane.

Whether the entity is virtual or not, the object of service is human, and there is no question of who will replace it. Only the economy that meets users' needs better and solves the pain of users will be valuable.

To do simple things in the resources that we have, to raise high and to strike high, to achieve the utmost ability is the simplest way to accomplish things.