“新零售”的本质、成因及实践动向

Research on the Essence,Causes and Practice Trends of “New Retail”

在信息技术、消费升级、竞争态势等多因素驱动下,中国零售业正迎来新的转变时机,即"线上+线下+物流"深度融合的"新零售"。"新零售"是零售本质的回归,是在数据驱动和消费升级时代,以全渠道和泛零售形态更好地满足消费者购物、娱乐、社交多维一体需求的综合零售业态。"新零售"既是电商逐渐遭遇"天花板"拓展线下空间、开辟新的利润源的倒逼行为,又是电商在消费升级时代弥补网络零售短板、依托信息技术争取竞争优势的战略之举。"新零售"时代的线下零售实体不同于传统零售实体,大数据的开发应用是"新零售"的关键,这也决定了当前网络零售企业主导"新零售"的基本格局,以阿里和京东为首的诸多企业已展开"新零售"的实践探索。"新零售"作为新生事物,我们要以开放的态度加以对待,政府要为其创造必要的政策环境,"新零售"在发展过程中也要凸显合作共享的基本理念,不断丰富和完善。

Drove by such factors as IT,consumption upgrade and competition trend,China’s retail industry is facing newopportunity of transformation,namely the“new retail”with profound integration of“online+offline+logistics”.“New retail”isthe return of the essence of retail;it is the comprehensive type of retail business that can better meet the consumers’multidimensional and integrated requirement with all-channel and extensive type of retail business.“New retail”is also the resultof reversed transmission of the pressure and the strategic behavior of e-businesses to obtain competitive advantages.In the“newretail”era,the offline entities are different from the traditional retail entities;the development and application of big data is thekey of“new retail”,which will determine the basic pattern of“new retail”;and there are so many enterprises,such as Ali andJingdong,have already become the pioneer.We should treat the“new retail”,the new emerging things,with the attitude ofopenness;the government should provide it with necessary policy environment;and the basic idea of cooperation and sharingshould be highlighted,enriched and perfected in the development process of“new retail”.