Is New retail a "fake" concept?
The concept of "false" starts from the beginning
Why are industry giants proposing new retail?
Answer: Today, the online traffic dividend cooling, the e-commerce industry wants to reach the secondary curve of operation, must be from the initial with low prices to "cut" offline retail field, to the line and offline linkage "embrace" offline physical traffic, in order to achieve profit scope expansion.
Although the concept of new retail is in the air, the heat is not decreasing, but it will take some time to grow into a real leading and mature concept. Between the "mature" concept and the "false" concept years, there is a region wrapped in a gray hurricane zone of trial and error and misdirection, with clear skies outside the hurricane and heavy wind and rain inside. Coming out is the means of realization, and not coming out is the "false" concept of high opening and low walking.
Right now, we seem to be blinded by the concept of "fake."
New retail "fake" where?
Retail is the last link to realize the sale of goods in economic activities, and its main function is to meet the needs of consumers and provide the goods that consumers need. Products in the hands of producers or wholesale hands, is only a conceptual use value, only into the field of consumption in order to have a more realistic dimension of use value, and retail is the last link of goods from the circulation field into the field of consumption.
As the most terminal of the process of economic activities, it is not only the logical starting point of the whole economic activities, but also the key link to realize the commodity from "value" to "utility".
Therefore, the essence of retail is a commercial activity that provides effective goods and services for individuals or families of final consumers through certain technologies or forms.
Is there a "qualitative change" in new retail?
The answer is no.
From the perspective of the historical changes and development of retail, e-commerce is a brand new retail format driven by technology and an inevitable sales form in the information society, but it does not change the essence and connotation of retail.
For example, both traditional retail and new retail actually come from the same song in paragraph A and paragraph B, no matter how varied the melody is, the role they play is to add characteristics to this "retail song", there is only a progressive logical relationship between them, not two new species that are very different from each other.
However, most of the new retail layout of the industry has put the cart before the horse, only to bring forth the old and highlight their status as the high platform of new ideas. The main reason for this phenomenon is that people do not fully understand the pattern of the original retail system in China.
1. Retail is a trading method with the technical characteristics of The Times
After four or five thousand years of development, the form of retail has changed from dealer to dealer, from professional shops in handicrafts to grocery stores, to modern department stores, supermarkets, convenience stores, specialty stores and so on. It can be seen that the development of retail is always changing. New ways of retail are emerging in an endless stream, but it has not changed the essence of retail, which is to sell goods or services directly to the end consumer.
The new retail is just a link on the arc of the annual ring, "new" and "old" can not serve as a role title to stimulate qualitative change, and can not rise to the stage of "reshaping retail form" shouted by everyone.
2. Retail changes, but the new doesn't replace the old
Ma Yun once said: "Online enterprises must go down the line, offline enterprises must also go up the line, online and offline coupled with modern logistics, in order to achieve a real new retail."
In theory, there is no new or old retail. However, the integration of online and offline is the connotation of leading new retail is a correct way to send, because in the information age guided by the Internet, the aftermath and large-scale application of e-commerce will certainly be combined with traditional retail, and finally present a retail method.
However, after observation, the emergence of unmanned shopping malls and online malls has not replaced the general appearance of traditional retail such as grocery stores, commercial streets, and markets. Technology only changes the form and method of human access to goods, retail is still the core of the commercial society and the final form of exchange, the focus is on infinitely narrowing the distance between people, people and goods.
3. It is difficult for new concepts to dominate consumer motivation
"What new retail? I don't know, I think as long as the product is good, we will buy it, either online or in a physical store." "Said one customer surveyed
It can be seen that from the birth of the new concept to the application, the only service side is the consumer, and the recipient of the concept and new concepts are not rushed, although their views do not have the industry vision, but it can reflect the most need to make efforts in the industry.
"New retail" is generally only the object pursued by relevant practitioners, and what determines consumers' desire to buy is never the so-called "new", but the "retail" that is better played on the basis of "old".
How to deal with the future?
Goods and services are the essence of retail, to meet customer needs will always be in the first place, any era, any technology can not change this essence.
When the collective line of Internet e-commerce "goes to the sea", "new retail" is a conceptual springboard.
Do not care whether it is a "false" concept, should calm down, according to the development trend of the next few years combined with their own professional ability and resources to start a business, to look at the stars more down-to-earth, about the new retail road, full of too much uncertainty.
The road to the future will be filled with reality and prosperity. In the absence of trial and error costs, you can give up your attachment to new concepts, move forward along your own path, based on the present, and better serve consumers in the way you are good at is also a matter of pride.
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