“新零售”的理论架构与研究范式

The Theoretical Framework and Research Paradigm of “New Retail”

"新零售"是倡导有关企业做到线上、线下与移动渠道相结合,以三者合力促进价格消费向价值消费全面转型,以大数据和人工智能等"新技术"驱动零售业态与供应链重构,以互联网思维促进实体零售转型升级,以"新物流"为支撑提高流通效率和服务水平。由传统零售向"新零售"业态演进的内生逻辑和关键路径,一是"全渠道"的延展,即传统零售+新渠道丰富客户消费场景;二是"新零售之轮"的驱动,即传统零售+新技术促成业态更新。"全渠道"的核心要义是打破原有的仅仅依靠线下渠道的模式,借助线上和移动渠道延伸和拓展零售企业营销渠道,借此解除线下渠道在时间、空间和价格优势等方面的限制。"新零售之轮"给"新零售"提供了内在的技术支撑,技术的更新使企业获得了更好的客户体验、满意度和忠诚度。"新零售"之新,不仅是勇于求变的企业心态,更是不断创新的商业模式,需要新的要素与之匹配,如新技术、新物流、新的企业文化等。"新零售"之核,实则为渠道、技术变革带来的经济效率提升与社会效益增加,一方面表现为零售商库存和消费者支付等成本的降低,另一方面体现为中间环节减少、客户体验提升以及物流交付更加便捷等。

"New retail" is to propose the related enterprises to combine their online,offline and mobile channels,promote the transformation from price consumption to value consumption with the help of these integrated channels,drive the restructuring of retail business type and supply chain with the help of big data and AI,promote the transformation and upgrade of physical retail with the help of Internet way of thinking,and improve the circulation efficiency and service level taking"new logistics"as the support. The intrinsic logic and critical path of evolution from traditional retail to"new retail"is:first,the extension of"omni-channel"with the core of breaking the existing model that only depending on offline channels,using online and mobile channels to extend retail enterprises' marketing channel,and relieving the limitation on offline channels in terms of time,space and price,and the enrichment of customer consumption with the help of traditional retail and new channels;and the second,the driving of"New Retail ",which provides"new retail"with internal technological support,and the update of business type with the help of traditional retail and new technology. The"New"of"new retail"is not only the enterprises' mentality of pursuing changes,but also to consciously make innovation in business pattern,which needs the matching of such new factors as new technology,new logistics and new enterprise culture.