新零售的兴起、理念及构建——以零售业革命的发展为视角

The Rise,Concept and Construction of New Retail——from the Perspective of Retail Revolution

百货商场、超级市场、连锁商店的出现加速了传统实体商业的现代化进程。21世纪初互联网的普及与科技的进步带来了以电子商务为标志的第四次零售业革命。历经20余年的迅猛发展后,传统电子商务的增长已略显乏力。在新一轮工业革命的背景下,以新零售为标志的又一轮零售业革命已经到来。虽然目前新零售尚处于萌芽阶段,但已经显露出巨大的商业潜力。新零售的建设应当秉承以智慧平台搭建为重点、以线上线下融合为核心、以线下促进线上为导向的理念。从本质上看,新零售是线上、线下和物流的有机结合。因而新零售的建设应当注重信息化线上销售平台的搭建、互动型线下体验平台的转变以及智慧型物流信息平台的融合,从而打造一体化智能平台体系。

The emergence of department stores,supermarkets and chain stores has accelerated the modernization of traditional physical commerce.At the beginning of this century,with the popularization of the Internet and the progress of science and technology,the fourth retail revolution marked by e-commerce broke out.After more than twenty years of rapid development,the growth of traditional e-commerce has been slightly weak.Under the background of a new round of industrial revolution,another round of retail revolution marked by new retail has come.Although the new retail is still in its infancy,it has already shown great commercial potential.The construction of new retail should be based on the concept of building a smart platform,integrating online and offline platforms and promoting online from offline.In essence,new retail is an organic combination of online platform,offline platform and logistics.Therefore,as the construction of new retail,it should be payed attention to the construction of informationalized online sales platform,the transformation of interactive offline platform and the integration of intelligent logistics platform,so as to build an integrated intelligent platform system.