Capital tides, AT vs., how can new technology develop?
Squid effect: the giant triggers the domino effect of the retail industry
The beginning of new retail is the process of quantitative change to qualitative change. According to the data research of Ai Rui Research Institute, from 2010 to 2016, the compound annual growth rate (CAGR) of the domestic online shopping market is about 47.17%, and the domestic online shopping development has experienced the “golden age” of sustained high-speed growth.
At the same time of the rapid growth of online shopping, the structural contradiction of physical retailing is prominent: on the one hand, the per capita infrastructure of offline retail in China is far behind developed countries, and the overall development of physical retail in China is characterized by “congenital deficiency”; on the other hand, significant differences between urban and rural areas The development level of cities in different cities is very different. The structural contradiction between supply and demand in regions is prominent. The supply of retail goods in first- and second-tier cities is relatively surplus. In low-tier cities and rural areas, the supply of retail goods is relatively insufficient, and in terms of convenience and product richness. far cry.
The domestic shopping market is over-reliant on online traffic and the pace of physical retail infrastructure construction is slow, and the two together have resulted in the long and short legs of the online and offline. In 2016, the growth rate of the domestic online retail market was below 30% for the first time. The omni-channel operation mode of online and offline integration was given high hopes, and the new retail concept was first pointed.
Reshaping after disintegration: Consumers become the helm of the new retail storm
The old retail order has irreconcilable tensions and conflicts in the new retail era, and the role of the storm is to disintegrate and reshape. This storm has blown the production relationship of “production, sales, and use” into “use→sale”. →Production, the core shifts from “commodity sales” to “service provision”. Consumption upgrades bring about structural changes in consumption. Consumer demand becomes the primary demand. Consumers become the helm of the storm, and they decide the big retail. Nautical direction.
One of the important characteristics of this structural change in consumption is the consumption upgrade, which can be characterized by the following three dimensions: category upgrade, quality upgrade and experience upgrade.
Category upgrade: Overall, the structural changes between large categories, the proportion of non-durable goods consumption decreased, the proportion of durable goods and service consumption increased; the structural changes of sub-categories, taking fresh food consumption as an example, seafood and seafood consumption accounted for Compared with the increase, the proportion of pork, beef and mutton consumption decreased.
Quality upgrade: Different types of performances are different, and the commonality is that they are higher requirements for the use value of consumer products. For example, in food consumption, consumers are more concerned about food safety, texture taste, nutritional balance and other attributes.
Experience upgrade: mainly reflected in the purchase channel, purchase method, shopping convenience and timeliness as well as comprehensive service experience. For example, in clothing retailing, the use of online orders and offline delivery methods can reduce waiting time.
With the escalation of consumption, the anti-consumption upgrades have also appeared frequently, especially in the field of consumer goods, such as the main hits and the high-quality low-priced famous products.
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