Data Capability Is The Core Of New Retail Rather Than "Nobody".

According to the world clothing shoes and hats net,

After the layout of Amazon Go concept store,

Show the coffee shop without a shop, at the same time, many unmanned convenience store venture financing.

For a time, "no one retails" has been discussed as a new concept and new draught.

But under the draught, it needs to be pointed out that judging whether a store really represents the new direction of retail development can not simply regard "no one" as the sole criterion.

The emergence of unmanned retail business today reflects the progress of technology at present, and this new way of meeting consumer demand has emerged.

For example, the convenient information technology can replace the shopping guide to provide the commodity consultation service for the customers. The diversification of the payment method makes the work of the cashier no longer necessary, and the face recognition technology can solve the security problem well.

However, although shopping guides and salesmen are part of the retail industry, they may never be the core link of retailing from the perspective of the entire circulation chain.

At least two levels of content must be recognized in unmanned retail sales. The first is the surface characteristics of the front store, and the second is the data ability behind it.

From the perspective of consumer perception, changes in the surface of things are the easiest to perceive, and because of this, the surface features of "no" and "front store" are easier to perceive and easier to focus on.

But when you think about it, when you buy books on Amazon or browse on Taobao, you may be accustomed to intelligent recommendation function. It is actually "no man" recommendation, and the mechanism behind it is about the browsing data of consumers and the recommendation mechanism based on machine learning.

Conversely, vending machines, such as beverage vending machines and dolls, have already formed a very mature business model. In a sense, a simple unmanned convenience store can be understood as having

The enhanced version of the vending machine.

From the development point of view, the truly valuable unmanned convenience store is fundamentally different from the beverage vending machine. It is precisely the ability to operate and manage many kinds of commodities, and whether someone is on duty is not the key in a sense.

From the perspective of the entire circulation chain, "retail store" is the most important part of the contact with consumers, and the "nobody" needs the overall optimization of the whole chain based on data.

Many technologies, including RFID, which enable unstorefront stores to be realized, have been developing and reserving in recent decades, and have been applied to different degrees in traditional retailing. But until today, we have really seen that unmanned retail business has gradually entered our life. The reason behind it is that enterprises, especially the data based retail players represented by Amazon and Ali, have improved their data capabilities in recent years.

The two retail stores that look exactly the same form, because of the difference in data storage and processing capacity, will show huge differences in the choice, stocking, circulation and display of goods, resulting in a difference in turnover and profit.

Whether it is a place for the circulation of goods or the flow of more imaginative space, its core is consumer experience. This experience lacks data based optimization and will become a tree without roots. After all, buying what is wanted at the right time is the most important for any consumer.

The ability to satisfy the most basic needs is still based on data prediction.

Traditional retail relies largely on experience to complete the process, and the real direction of future is based on the existing multi-dimensional data to optimize the shop, and "no man" itself is only a variable in this change.

In this sense, unmanned retail is not a simple store upgrade or new profit model, but a data driven high-tech product. The success or failure of this business form determines the ability of enterprises to collect data and use data to guide retail sales.

In exploring the business form of unmanned retailing, companies that have rich data assets and powerful data management capabilities, represented by Amazon and Ali, can take a completely different development path with unmanned convenience store start-ups that need to re accumulate data and cultivate data capabilities.

In the current market environment, the former based on their own data capabilities in an effective way, but also need more enterprises, from their own strengths, to participate in this change, in order to promote the development of retail together.

But what needs to be explained is that no matter how different business models and paths are, no matter whether the retail business is trying to gain profits from circulation or simply as the entry of traffic, it is one thing that the retail enterprises go out of the experience oriented management mode and rely more on data to predict, which is the foundation for the future retail industry.

Unmanned retailing embodies the progress of the retail industry, but its greatest value is not simply to replace employees.

It is short-sighted to simply focus on saving manpower and storefront management costs through an unmanned supermarket.

Whether there are people on the sales terminal can be determined according to product characteristics, consumer experience needs and other factors.

In the short term, the expansion of uninhabited stores may still experience some repetition and some resistance.

The reason is that on the one hand, "unmanned" related technologies, including data and algorithms, are still in the process of upgrading, especially in the case of lower manpower costs. Enterprises need not simply invest in "no man" and ignore costs and profits.

On the other hand, only when the data is accumulated and used to a certain extent, can the "no man" feature really play its advantage, and improve the efficiency from all aspects of cargo selection to shipment. At present, we still have a certain distance from achieving this goal on a large scale.

Overall, the prospect of new retail is optimistic. "Nobody" is also an important development direction of retail industry.

Enterprises should embrace this opportunity from the perspective of their own capabilities and business objectives, and at the same time enhance the consumer experience.

It is also worth looking forward to the emergence of more and better enterprises in the new retail sector.

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