The New Retail Wave Is Coming, Technology Is The Core Driving Force.

According to the world's clothing and shoe net, when the shared economy is still exploring new models, New retail Has begun to reshape the offline retail ecosystem. Especially in the first half of this year, chain convenience stores have become a new outlet for capital pursuit, and the new retail wave seems to have arrived.

Last October, chairman of Alibaba's board of directors Jack Ma First proposed the "new retail"; in March this year, Zhang Jindong, chairman of Suning holdings, proposed "vigorously promoting the transformation of physical retail to smart retailing". In July, Liu Qiangdong, chairman and chief executive of Jingdong group, published the signature of the fourth retail revolution in the media. Why are the business tycoons focusing on retail? Where are new retailers? What models represent the new trend of retail sales in the future?

　　 Explore new space under the line to meet new consumption

One of the reasons why electricity providers are glued to new retailers is that online dividends are declining.

Last October, Ma Yun said at the cloud habitat conference held in Hangzhou, "pure electricity supplier is hard to exist." It is not difficult to see that the new retail business is a self rescue for the electricity supplier, which helps the retail industry usher in a rare change opportunity.

After more than a decade of development, the major pattern of China's electricity supplier has been basically fixed. Taobao, Jingdong and Tmall already occupy more than 70% of the market share. The era of reliance on traffic dividends is about to end.

At the same time, WAL-MART's research also shows that there is no pure online or offline consumers nowadays. Consumers' demand for high-quality, personalized consumer goods and services is growing. Traditional retailers and online providers are unable to respond to new consumer demand.

"Pure electricity supplier or pure line entity can no longer satisfy today's market environment. And "new retail" just satisfied the new needs of consumers. Cao Lei, director of the China Electronic Commerce Research Center, believes that with the continuous landing of new retail formats, the new retail wave is coming.

According to the definition of China Electronic Commerce Research Center, the core of new retail is the comprehensive sharing of consumer centered data, such as membership, payment, inventory, service and so on.

"Shared economy is primarily an open economy, that is to say, openness and cooperation can share results." Wu Xianjian, Deputy Secretary General of the China household electrical appliance business association, which has long been concerned about the research of household appliances circulation, believes that no matter whether the online giants or offline enterprises are conservative or closed, they can hardly survive.

The rise of the new round of retail sales is precisely the result of the big business tycoons returning to physical sales and finding new growth points. They use the Internet, big data, logistics and payment capabilities to carry out business restructuring with retail partners.

　　 New retail is just starting and its future shape is richer.

The sharing of bicycles is not smooth, and no one supermarket is going on again. There was no cashier for 24 hours. In July 8th, when Ma Yun's first unmanned supermarket was officially opened in the streets of Hangzhou, many people felt that life was going to be subverted.

In addition to the unmanned supermarket, which is known as the "new retail live template" box of fresh horses, opened 13 stores in Beijing, Shanghai and Ningbo, it also announced recently that it will open the replication mode in Beijing and will go deeper into more cities. In addition, suning.com, which recently launched its boutiques and auto supermarkets, will launch unmanned stores this month. In view of Jingdong's home and Jingdong convenience store, Jingdong is also about to launch a new expansion strategy.

It can be said that online business under the electricity line is landing, and become the hottest draught.

But Cao Lei believes that the current landing of these new retail formats can not fully represent the future of new retail formats, and the retail format is not mature enough. It only represents a new part of retail sales and new trends. In the future, with the development and operation of technology, the way of showing new retail will become more and more abundant.

In Wu Xianjian's view, big data, artificial intelligence, unmanned supermarkets and other mobile intelligent technology driven new retail outlets are still giants of Jingdong, Alibaba, Gome, Suning and so on, and small and medium-sized businesses are far from new retail outlets. He also believes that no supermarket may have a huge impact on retail sales of retail products that do not require professional advice and follow-up services, but that does not mean that physical retail stores will disappear.

Cheetah global think tank analysis, with the new retail concept spread to more vertical industries, online and offline convergence trend will accelerate, who can maximize the blurring of the difference between online and offline, who can more access to and use of data, who will be able to grasp the future.

　　 Relying on "black technology" to drive new retail sales

It is easy to see that behind this new retail wave, AI technology, big data, Internet of things, online payment and other "black technology" play an important role.

"New technology" is one of Ma Yun's "five new", which can be understood as an important foundation for the development of "new retail". Liu Qiangdong believes that the renewal of technology is closely related to the change of retail formats. The era of technology empowerment has arrived. In Zhang Jindong's view, if there is no technology to support the retail industry, it will be difficult to solve. Technology is the core support of smart retailing.

Behind the technological innovation is the enterprise's exploration of the consumption scenario data instead of simply reducing costs through technology. Big data and customer centred are regarded as the core driving force behind new retail, because only after data is opened up can enterprises provide consumers with more accurate marketing and personalized services.

Although technology is driving the birth of the new retail business, Cao Lei believes that the technology development is not very mature, the data is not thorough enough, the financial market is not perfect, and the manufacturing capacity is not strong enough, so the retail industry needs a long way to go.

In the face of more and more diversified consumption patterns, although technological breakthrough is still needed, it can not be denied that the new retail formats are changing people's way of life.

Of course, new retail is also retail, must return to the essence of retail. Wu Xianjian said that the integration of online and offline interaction, in the final analysis, is the change of means and ways, and has not changed the essence of "retail = Service + product", and the user is the final judge.

In 2016, Ma Yun first mentioned the "new retail" at the cloud habitat conference. Since then, "new retail" has become the hottest word in the electric business world. Today, no convenience stores, no shelves and other models have also risen to new draught.

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