中國新零售發展及核心企業經營模式探究

Abstract

零售業是一國經濟的重要組成部分。隨著經濟發展與技術進步，零售業線上線下整合趨勢愈發明顯。以阿里巴巴為代表的電商巨頭加大與線下企業的合作力度，並以新技術作為切入點，憑藉全新體驗模式將用戶帶入消費場景之中。 「新零售」是目前區別於傳統零售的一種新型零售業態的概念表達。本文關注這一零售行業的新趨勢，結合理論研究與業界實踐，探討新零售產生背景、主要模式及未來發展方向，為後續新零售的發展模式創新提供參考和借鑒價值。 本文認為，新零售的核心在於推動線上與線下的一體化進程，使線上的電商和線下的實體店終端形成合力，從而完成電商平台和實體零售店面的優化升級，同時促成價格消費時代向價值消費時代的全面轉型。 本文對新零售企業盒馬進行案例分析發現，盒馬作為新零售的先鋒，以實體店為核心，採用線上電商+線下門店的經營模式，將生鮮超市零售與餐飲的結合。這一模式中，線上業務著重提升門店效率、增加業績以及積累用戶數據信息。實體門店優化消費體驗，為線上服務背書的同時承擔前置倉的功能，保障配送時效。而餐飲業務的加入促進客流增加，提升利潤率。這一模式使線上線下優勢互補，提升經營效率。 整體來看，相比于傳統零售，新零售實現了線上線下場景融合，將傳統零售業態的服務方式、空間、內容進行再組合。當下，新零售的改革剛剛開始，零售模式O2O化、市場向中小城市及農村拓展、大數據與人工智能技術支持、物流自動化、行銷社區化將成為發展重點。在可預見的未來，零售業必將以全新面貌面對、服務消費者，推動社會經濟的持續發展。

Retail is an important part of a country's economy. With the economic development and technological innovation, the trend of online and offline integration in the retail industry has become more apparent. The e-commerce enterprises，taken by Alibaba Group, have started to carry out extensive cooperation with offline companies and brought users into the consumption scene with a new experience model. “New retail” is a conceptual expression of a new type of retail format that is different from traditional retail. This paper focus on this new trend in the retail industry and discovers the background, development and main features of new retail. The paper is based on the case of the new retail leading company Alibaba and the benchmark supermarket He Ma to analyze this business model. The result reveals that the core of new retail is to promote the integration process between online and offline, so that online e-commerce and offline store can form a synergy. Additionally, this paper analyzes the case of He Ma and finds that He Ma adopts the business model of “fresh food supermarket + catering + e-commerce + logistics”. In this model, online business focuses on improving store efficiency and accumulating user data. The offline supermarket optimizes the consumption experience and assumes the function of warehouse. The addition of catering business increases the passenger flow and improves profit margin. This model complements online and offline advantages and improves operational efficiency. Overall, compared with traditional retail, the new retail has realized the integration of online and offline scenes, and recombined the traditional retail format of service, space and content. In the foreseeable future, the retail industry will serve consumers with a new look and promote the sustainable development of the social economy.