“共享零售”的含义、消费驱动与演化路径

The Meaning,Consumer Driven and Evolutionary Path of“Sharing Retailing”

在共享经济热潮中,国美凭借"社交+商务+利益共享"的零售模式,从2017年的电商混战中脱颖而出,获得互联网业界最高荣誉,"共享零售"也因此被正式定义为国美第五代商业创新模式。共享零售的出现并非偶然,共享经济理论、零售轮转理论、新零售之轮理论可构成其理论基础,"新世代"中产阶级成为网络消费主体、消费者主权渐占主导、消费行为模式发生深刻变化是共享零售产生的消费驱动因素,在经历了单渠道零售、多渠道零售、跨渠道零售、全渠道零售和新零售后,共享零售顺应时代潮流而生。共享零售重构了传统的人货场管理,以人为核心,从员工管理转向顾客管理,满足顾客的多样化、个性化需求;以大数据技术和人工智能技术为基础,消除企业之间和企业内部的流通损耗,重塑零售价值;构筑多层次的全生态共享平台,实现线上线下渠道的融合共享。共享零售将推动电商与实体零售企业的改革创新,最终形成OMO(Online-Merge-Offline)商业模式。

In the booming of shared economy,Gome has won the Internet industry's highest accolade by virtue of the retail model of "social + business + benefit sharing",which emerged from the e-commerce melee in 2017. "Sharing retailing" has also been formally defined as the fifth generation of Gome business innovation model. The emerging of"sharing retailing"is not an accident;such three theories as sharing economy,retail rotation and the cycle of new retail can be used as the theoretical basis of sharing retailing. The"New Generation"middle class has become the main players of online consumption;consumers' right has won the dominant position;and consumption behavior pattern has been deeply changed. And all of these are the main driving forces of"sharing retailing"."Sharing retailing"exists after single channel retailing,multi-channel retailing,cross-channel retailing,omni-channel retailing,and new retailing. It rebuilds the traditional management of goods yard,takes human being as the core,transforms from employer management to customer management,and meets the customers' diversified and individual requirement. It takes Big Data and AI as the basis,eliminates circulation losses among enterprises and within enterprises,and rebuilds the value of retailing. It establishes the multi-level sharing platform for the whole ecosystem,and realizes the OnlineMerge-Offline(OMO)."Sharing retailing"will promote reform and innovation in e-commerce enterprises and the physical retail enterprises,and form the business model of OMO.