我国“新零售”实践回顾与展望——基于上半场“需求端”与下半场“供给端”转型期视角
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摘要
"新零售"是以消费者体验为中心的数据驱动的泛零售形态,它表面上体现为零售渠道的变革,本质上将冲击供给端,对供应链产生重构影响。经过两年多的发展,"新零售"对需求端的赋能改造已取得成效,对供给端乃至全链条的变革影响将成为基本趋势。回顾我国"新零售"的实践历程,从国家和区域视角来看,一方面国家政策法规的不断出台为其发展提供了多方面条件,产生直接或间接推动作用;另一方面阿里巴巴推行的"新零售之城"战略和上海、北京等典型城市的示范作用又为其发展提供了舞台,使"新零售"在诸多区域获得较大程度的发展。从产业和企业视角来看,一方面"新零售"起源于实体零售和网络零售的自身缺陷,得益于消费升级和新技术发展驱动,总体上面临广阔的发展前景;另一方面核心企业依托全域战略积极探索和布局"新零售",逐渐形成了阿里苏宁系和京腾辉系两个战略联盟,孵化出"盒马型"新物种等系列创新业态。展望"新零售",供给端变革和全链化整合将主导其发展,行业内外整合趋势将进一步增强,业态丰富和融合趋势以及智慧零售特征也将进一步凸显。
"New retail"is a data-driven pan-retail form centering on consumer experience. It is superficially reflected in the reform of retail channels,which will impact the supply side in essence and have an impact on the reconstruction of supply chain.After more than two years of development,"new retail"has achieved results in the transformation of demand-side,and the impact on supply-side and even the whole chain will become the basic trend. Reviewing the practice of"new retail",from the national and regional perspectives,on the one hand,national policies and regulations have provided various conditions for its development,which have a direct or indirect driving effect;on the other hand,the strategy of "new retail city" pursued by Alibaba and the exemplary role of typical cities such as Shanghai and Beijing have provided the stage for its development. "New retail" has achieved great development in many regions. From the perspective of industry and enterprise,on the one hand,"new retail"originates from the defects of physical retail and online retail,and is driven by consumption upgrading and new technology development,and on the whole,it is facing broad prospects for development;on the other hand,relying on the global strategy,core enterprises actively explore and layout"new retail",gradually forming two strategic alliances of Alisuning and Jingtenghui,and a series of innovative formats such as "Hema" new species have been hatched. Looking forward to"new retail",supply-side change and full-chain integration will dominate its development,the trend of integration inside and outside the industry will be further strengthened,and the trend of business form richness and integration and the characteristics of smart retail will be further highlighted.
"New retail"is a data-driven pan-retail form centering on consumer experience. It is superficially reflected in the reform of retail channels,which will impact the supply side in essence and have an impact on the reconstruction of supply chain.After more than two years of development,"new retail"has achieved results in the transformation of demand-side,and the impact on supply-side and even the whole chain will become the basic trend. Reviewing the practice of"new retail",from the national and regional perspectives,on the one hand,national policies and regulations have provided various conditions for its development,which have a direct or indirect driving effect;on the other hand,the strategy of "new retail city" pursued by Alibaba and the exemplary role of typical cities such as Shanghai and Beijing have provided the stage for its development. "New retail" has achieved great development in many regions. From the perspective of industry and enterprise,on the one hand,"new retail"originates from the defects of physical retail and online retail,and is driven by consumption upgrading and new technology development,and on the whole,it is facing broad prospects for development;on the other hand,relying on the global strategy,core enterprises actively explore and layout"new retail",gradually forming two strategic alliances of Alisuning and Jingtenghui,and a series of innovative formats such as "Hema" new species have been hatched. Looking forward to"new retail",supply-side change and full-chain integration will dominate its development,the trend of integration inside and outside the industry will be further strengthened,and the trend of business form richness and integration and the characteristics of smart retail will be further highlighted.
引文
[1]吕志彬,粟日,程欣,等.C时代新零售--阿里研究院新零售研究报告[R].杭州:阿里研究院,2017.
[2]许荣聪,宁浮,王凌霄.新零售变革下半场,从需求侧到供给侧--商贸零售行业2019年度策略报告[R].上海:招商证券,2018.
[3]韩彩珍,王宝义.“新零售”的研究现状及趋势[J].中国流通经济,2018(12):20-30.
[4]焦志伦,刘秉镰.品类差异下的消费者购物价值与零售业转型升级路径--兼议“新零售”的实践形式[J/OL].商业经济与管理:1-13[2018-12-24].https://doi.org/10.14134/j.cnki.cn33-1336/f.2018-148331.
[5]周勇.解析新零售六种实践模式(上)[J].中国商界,2017(10):54-55.
[6]周勇.解析新零售六种实践模式(下)[J].中国商界,2017(11):50-51.
[7]荆兵,李梦军.盒马鲜生:阿里新零售业态[J].清华管理评论,2018(3):78-84,86.
[8]葛海燕,周洁如.基于新零售的永辉超市商业模式创新研究[J].上海管理科学,2018(5):66-70.
[9]肖泽尧,崔粲,陈贤丽.新零售的概念、模式和案例研究报告[R].北京:亿欧智库,2018.
[10]宜人智库.2018年新零售行业发展趋势研究报告[R].北京:宜人智库,2018.
[11]创业邦.2018中国新零售白皮书[R].北京:创业邦,2018.
[12]中新经纬.阿里“新零售之城”一个月遍布全国,新零售新消费成城市经济压舱石[EB/OL].(2018-05-28)[2019-01-05].https://www.sohu.com/a/233178717_561670.
[13]数字经济智库.中国新零售之城竞争力报告[R].北京:数字经济智库,2018.
[14]深圳市盛世华研企业管理有限公司.2019-2025年中国新零售行业市场创新战略研究报告[R].深圳:深圳市盛世华研企业管理有限公司,2018.
[15]北京大学光华管理学院.2018新零售城市发展指数报告[R].北京:北京大学光华管理学院,2018.
[16]南都商业数据部.2018中国新零售商都指数报告[R].广州:南都商业数据部,2018.
[17]DT财经.2018年中国“新零售之城”发展报告:北上深杭的城市发展范式变革[R].上海:第一财经商业数据中心,2018.
[18]前瞻产业研究院.2018中国新零售行业商业模式研究报告[R].深圳:前瞻产业研究院,2018.
[19]英敏特.新零售到2018年将占中国消费者商品零售总额的22.4%[EB/OL].(2018-10-31)[2019-01-05].http://china.mintel.com/xinwengao/8422-4.
[20]品途集团智库.2018中国新零售百强[R].北京:品途集团智库,2018.
[21]创业家.阿里新零售八纵再添生力军以人为核心聚力美好生活[EB/OL].(2018-04-02)[2019-01-05].http://www.sohu.com/a/227023520_117373.
[22]许荣聪.阿里VS腾讯:新零售的十年之局[EB/OL].(2018-04-16)[2019-01-05].http://www.sohu.com/a/228426871_313170.
(1)“新零售”具有明显的实践引领理论研究特征,“新零售”理论研究的基本情况我们已通过《“新零售”的研究现状及趋势》一文进行了梳理,感兴趣的读者可进一步参考文献[3]。
(2)马云曾说:“如果说要有一个城市能够代表改革创新和发展的高度,我觉得只有上海。”
(3)括号内的数字为相应业态的快速发展年代。世界零售业态经历了繁杂的演变,不同学者或机构做了不同的梳理,本文参考宜人智库的研究成果。
[2]许荣聪,宁浮,王凌霄.新零售变革下半场,从需求侧到供给侧--商贸零售行业2019年度策略报告[R].上海:招商证券,2018.
[3]韩彩珍,王宝义.“新零售”的研究现状及趋势[J].中国流通经济,2018(12):20-30.
[4]焦志伦,刘秉镰.品类差异下的消费者购物价值与零售业转型升级路径--兼议“新零售”的实践形式[J/OL].商业经济与管理:1-13[2018-12-24].https://doi.org/10.14134/j.cnki.cn33-1336/f.2018-148331.
[5]周勇.解析新零售六种实践模式(上)[J].中国商界,2017(10):54-55.
[6]周勇.解析新零售六种实践模式(下)[J].中国商界,2017(11):50-51.
[7]荆兵,李梦军.盒马鲜生:阿里新零售业态[J].清华管理评论,2018(3):78-84,86.
[8]葛海燕,周洁如.基于新零售的永辉超市商业模式创新研究[J].上海管理科学,2018(5):66-70.
[9]肖泽尧,崔粲,陈贤丽.新零售的概念、模式和案例研究报告[R].北京:亿欧智库,2018.
[10]宜人智库.2018年新零售行业发展趋势研究报告[R].北京:宜人智库,2018.
[11]创业邦.2018中国新零售白皮书[R].北京:创业邦,2018.
[12]中新经纬.阿里“新零售之城”一个月遍布全国,新零售新消费成城市经济压舱石[EB/OL].(2018-05-28)[2019-01-05].https://www.sohu.com/a/233178717_561670.
[13]数字经济智库.中国新零售之城竞争力报告[R].北京:数字经济智库,2018.
[14]深圳市盛世华研企业管理有限公司.2019-2025年中国新零售行业市场创新战略研究报告[R].深圳:深圳市盛世华研企业管理有限公司,2018.
[15]北京大学光华管理学院.2018新零售城市发展指数报告[R].北京:北京大学光华管理学院,2018.
[16]南都商业数据部.2018中国新零售商都指数报告[R].广州:南都商业数据部,2018.
[17]DT财经.2018年中国“新零售之城”发展报告:北上深杭的城市发展范式变革[R].上海:第一财经商业数据中心,2018.
[18]前瞻产业研究院.2018中国新零售行业商业模式研究报告[R].深圳:前瞻产业研究院,2018.
[19]英敏特.新零售到2018年将占中国消费者商品零售总额的22.4%[EB/OL].(2018-10-31)[2019-01-05].http://china.mintel.com/xinwengao/8422-4.
[20]品途集团智库.2018中国新零售百强[R].北京:品途集团智库,2018.
[21]创业家.阿里新零售八纵再添生力军以人为核心聚力美好生活[EB/OL].(2018-04-02)[2019-01-05].http://www.sohu.com/a/227023520_117373.
[22]许荣聪.阿里VS腾讯:新零售的十年之局[EB/OL].(2018-04-16)[2019-01-05].http://www.sohu.com/a/228426871_313170.
(1)“新零售”具有明显的实践引领理论研究特征,“新零售”理论研究的基本情况我们已通过《“新零售”的研究现状及趋势》一文进行了梳理,感兴趣的读者可进一步参考文献[3]。
(2)马云曾说:“如果说要有一个城市能够代表改革创新和发展的高度,我觉得只有上海。”
(3)括号内的数字为相应业态的快速发展年代。世界零售业态经历了繁杂的演变,不同学者或机构做了不同的梳理,本文参考宜人智库的研究成果。