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新零售“伪”在哪里

时间:2019-07-13
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虽然新零售的概念处于最前沿,但热量并未减少,但需要一段时间才能成为真正的开拓性成熟概念。 “成熟概念”和“伪概念”之间有一个区域,它被包裹在一个由反复试验和行走带来的灰色飓风带中。飓风被晴朗的天空所包围,风雨肆虐。走出去是一种实现的手段,如果你无法脱身,那么它就是一种“伪概念”,它会变得越来越高。

目前,我们似乎已经通过“伪概念”使我们的眼睛失明了。

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“伪”在哪里?

什么是零售?

零售业是实现经济活动中商品销售的最后一环。零售的主要功能是满足消费者的需求并提供消费者所需的商品。该产品掌握在生产商或批发商手中。它只是一个使用价值的概念。只有当它进入消费者领域时才能在真实维度中更有用,零售是流通领域消费领域的最后一环。

作为经济活动过程的最终点,它不仅是整个经济活动的逻辑起点,也是实现商品从“价值”到“效用”的关键环节。

因此,作者认为零售的本质是一种商业活动,通过某种技术或形式为最终消费者或家庭提供有效的商品和服务。

现在新的零售“质量变化”了吗?

答案是不。从零售业的历史变迁和发展来看,电子商务是一种以技术为驱动的全新零售业态。它是一种必须出现在信息社会中的销售形式,但这并没有改变零售业的本质和内涵。

例如,传统零售和新零售实际上来自同一首歌的A和B部分。无论旋律如何变化,所扮演的角色都是为这首“零售歌曲”增添一个特色。渐进的逻辑关系不是两个彼此非常不同的新物种。

然而,该行业的大多数新零售布局已被逆转,只是为了促进创新并突出自己作为新平台。造成这种现象的主要原因是每个人都不完全了解中国原有零售体系的格局。

(1)从古代到现在,零售业是最古老的贸易形式,也是具有时代特征的最具交易性的方法

原始社会中的商品交换催生了零售业的原型,并出现了奴隶社会零售的具体方式和货币的出现。经过四五千年的发展,零售业的范围从商人到商人,从手工艺品专卖店到杂货店,再到现代百货商店,超市,便利店,专卖店等。发展也在不断变化。道路的历史贯穿于年度轨迹,新的零售方法也在不断涌现,但它并没有改变零售,直接向终端消费者销售商品或服务的性质。

商品和服务是零售业的精髓,始终始终满足客户的需求。在任何时代,任何技术都无法改变这一本质。

新零售只是年度圈的一部分,“新”和“旧”不能用作刺激质变的角色标题,也不能上升到“重塑零售形式”的阶段,每个人都在大喊大叫。

(2)虽然零售业态随着技术的变化而变化,但“新的不会被取代”

马云曾说:“网络企业必须上线,线下企业必须上线,线上线下加现代物流才能实现真正的新零售。”

从理论上讲,这个概念并不严谨,因为没有新的或旧的零售。然而,线上和线下整合是引领新零售业的主导方式,因为在互联网引导的信息时代,电子商务和大面积应用的后果肯定会与传统零售相结合,最后是零售方式。

However, after observation, the author found that the emergence of unmanned shopping malls and online shopping malls did not replace the general appearance of traditional retail such as grocery stores, commercial streets and markets. Technology changes are only the form and method of human beings to obtain goods. Retail is still the core of business society and the final form of exchange. The focus is on infinitely narrowing the distance between people and people and goods.

(3) Consumers are interested in products + transactions, rather than new concepts.

The author has sampled and surveyed consumers in different new retail stores to see what they think about some of the current “new retail” brands. An interesting phenomenon has been discovered. Except for consumers who have researched the industry themselves, the vast majority do not know what is “new retail”. They are not sensitive to the perception of retail change.

"What new retail? I don't know much. I think that as long as the product is good, we will buy it, online shopping or going to a physical store." An anonymous customer who accepted the sample survey of the author said.

It can be seen that from the birth to the application of the new concept, the only service provider is the consumer, and the recipients are not eager for ideas and new concepts. Although their views do not have an industry vision, they can reflect the most need in the industry. What efforts?

“New retail” is generally only the target of the relevant practitioners, and the decision to purchase the consumer is never the so-called “new”, but the “retail” that is better played on the basis of the “old”.

The road to the future: the real and the false, the blessings and the disasters

Home businesses should not overestimate the power of the Internet, expect him to completely eliminate the resistance of the real world, the network world can remove some of the resistance, such as the impact of price and inventory position, but can not remove all. Realistic stores are still very important. In other words, especially for home furnishing companies, consumers are particularly interested in the shopping process and the experience is very important. The integration of online and offline is a complementary form but can not bear the protagonist of the retail process.

Road, full of too much uncertainty.

xx通向未来的道路,真实与虚假,祝福与灾难。当没有试验和错误成本时,你可以放弃新概念的持久性,沿着自己的道路前进,并且基于现在,以良好的方式为消费者提供更好的服务也是一种自豪感。在它。

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