新零售迭代创新的理论分析与原型观照

Theoretical Analysis and Prototype Observation of New Retail Iterative Innovation

新零售是在新消费、新技术、新贸易时代基于电子商务与实体零售融合而成的具有网络协同和数据智能特征的综合零售业态,它具有明显的迭代创新属性。从其发展历程来看,总体上可以分为爆发创新、整合创新、耦合创新三个阶段。爆发创新阶段,新物种、新模式不断涌现,零售资源不断集聚;整合创新阶段,新物种、新模式不断拓展和延伸,线下零售资源依托数字化改造与线上的协同作用不断显现;耦合创新阶段,新物种、新模式寻求有质量的发展,与商业要素资源的协同融合不断推进,全渠道生态体系逐渐形成。未来,数智化为依托的全域创新,从而实现定制化零售将成为可能。在新零售布局和迭代创新中,阿里巴巴孵化并不断迭代盒马鲜生等典型新物种的同时,围绕"构建未来商务生态系统"愿景,基于全域战略改造和整合零售资源,逐渐构建起资源协同和基础服务的新零售生态体系。从更深的视角来看,新零售未来迭代创新中,企业要着力构建可持续的生态体系并承担应有的社会责任,政府相关部门要创新监管方式,提高监管和治理水平。

New retail is a comprehensive retail format with the characteristics of network collaboration and data intelligence, which is based on the integration of e-commerce and physical retail in the era of new consumption, new technology and new trade. It has obvious iterative innovation attribute.From the perspective of its development process, it can be divided into three stages: explosive innovation, integrated innovation and coupling innovation. In the explosive innovation stage, new species and models are emerging, and retail resources are gathering. In the stage of integrated innovation,new species and models are constantly expanding and extending, and offline retail resources relying on digital transformation and online synergies is constantly emerging. In the stage of coupling innovation, new species and new models seek for quality development, and the collaborative integration with commercial element resources is continuously promoted, and the omni channel ecosystem is gradually formed. In the future, it will be possible to realize customized retailing through global innovation based on digital intelligence. In the new retail layout and iterative innovation, Alibaba incubates and continuously iterates typical new species such as HEMA fresh life. Meanwhile, focusing on the vision of "building a future business ecosystem",it gradually builds a new retail ecosystem of resource collaboration and basic services based on the global strategy of transformation and integration of retail resources. From a deeper perspective, in the future iterative innovation of new retail, enterprises should strive to build a sustainable ecological system and undertake their social responsibilities. Relevant government departments should innovate regulatory methods and improve regulatory and governance levels.