O2O业态融合视角下的数字化新零售发展趋势研究

Research on the Development Trend of Digital New Retail from the Perspective of O2O Business Integration

“互联网+”时代下消费者的购物喜好和习惯发生了巨大转变,电商爆发式增长对传统客户的分流明显;实体商业的经营成本和费用也在逐年递增,线下门店扩张速度放缓,新店铺的培育与成长周期变长,这些都使得客户流量的变现能力被削弱,增长节奏被打破。在此背景下,实体零售业需要在主营业务端重新实施新生态布局,突出商业模式的演进和商业元素的转换。在O2O(Online To Offline,线上到线下)融合趋势下,如何做到线上线下的深度统一,将电商便捷与价格优势和实体零售的切实体验与个性服务相结合,是未来需要准确考虑和选择的方向。在趋势上,数字化新零售将突破传统的禁锢,把商流、信息流、资金流与服务、体验和物流加以整合,使商业实体在产业链、生态体系等方面能够切合市场需要进行转型升级,可以预见大数据下的O2O全渠道运营将是未来新零售商业细化和再创新的发展方向。

Consumers shopping preferences and habits have undergone tremendous changes in the“Internet+”era.The explosive growth of e-commerce has attracted many traditional customers;the operating costs and expenses of physical businesses have increased year by year at the same time,and the expansion of offline stores has decreased.The cultivation and growth cycle of new stores becomes longer,which weakens the liquidity of customer flow and breaks the growth rhythm.In this context,the physical retail industry needs to re-implement a new ecological layout on the main business side,highlighting the evolution of business model and the transformation of business elements.Under the trend of O2O(online to offline,online to offline),how to achieve the deep unification of online and offline retail and how to combine the convenience and price advantages of e-commerce with the practical experience and personalized services of physical retail are the directions that needs to be accurately considered and selected in the future.In terms of trends,digital new retail will break through the traditional constraints and integrate business flow,information flow,capital flow and services,experience and logistics.Thus,the industrial chain and the ecosystem of commercial entities can upgrade and transform based on the market needs.It is foreseeable that O2O omni-channel operation under big data will be the development direction of future new retail business refinement and re-innovation.