新零售从1.0走向3.0  

New Retail from 1.0 to 3.0

作　　者：周勇[1] 池丽华[1] 袁美琴 ZHOU Yong;CHI Lihua;YUAN Meiqin

机构地区：[1]上海商学院工商管理学院,上海200235 [2]上海商学院商务经济学院,上海200235

出　　处：《上海商学院学报》2022年第3期83-95,共13页Business Economic Review

基　　金：国家社会科学基金项目“新零售时代我国实体零售业的商业模式、质量测度与优化路径研究”(18BGL115)。

摘　　要：经过5年的实践探索,新零售从1.0发展到2.0,正在向3.0演变。新零售1.0的表象是生鲜主导,实质是线上主导,即“在线化”;新零售2.0的主流模式是前置仓、mini店与社区团购,实质是“近场化”;新零售3.0以“智能化”为特征。新零售从1.0到3.0的推进逻辑是:移动化改变了零售商生存环境,客户关系从“失联”转变到“连接”,这是移动化时代零售商生存与发展的基本法则;新零售的“新”从在线化连接开始,有了在线化才有消费行为的可计量,这也是数字化的基础。移动化、在线化、数字化发展推动智能化,这是新零售业发展的必然趋势。新零售规模扩张以后必然要求通过智能化营销与管理来实现高效率,这是零售业未来发展的唯一出路。零售智能化是一个渐进的过程,要跨越四个台阶:营销、营运、商品开发、整合管理。即使发展到智能化零售,也应该重视人的价值,因为零售的本质是创造极致的消费者体验。After five years of practice and exploration,the new retail has developed from 1.0 to 2.0 and is evolving to 3.0.It appears that new retail 1.0 is led by fresh food,but it is actually led by the Internet,in other words,“going online”.The mainstream mode of new retail 2.0 is front warehouse,mini store and community group purchase,which is essentially“near field”.New retail 3.0 has the character of“intellectualization”.The promotion logic of new retail from 1.0 to 3.0 is that mobility has changed the survival environment of retailers,and the customer relationship has changed from“lost contact”to“well-connected”,which is the basic law of retailers’survival and development in the era of mobility.Only when there is a“digital connection”can the“online”retail behavior begin to have a new foundation.The development of mobility,Internet and digitalization leads to intellectualization,which is the inevitable trend of the development of new retail industry.After the expansion of new retail scale,high efficiency is surely achieved through intelligent marketing and management,which is the only way out for the future development of retail industry.Retail intelligence is a gradual process with four steps waiting to be passed:marketing,operation,commodity development and integrated management.Even when it comes to the intelligent retail,we should also pay attention to human value.It is because the essence of retail is to create the ultimate consumer experience.

关 键 词：新零售 在线化 近场化 智能化 

分 类 号：F724.6[经济管理—产业经济]