每一个风口的来临必然伴随着泡沫与狂热，它让人们不惜一切投身其中，却又要遍体鳞伤地离开。新零售市场同样如此。当新零售身上所蕴藏着的巨大魔力逐渐释放，当人们对新零售的认识逐渐透彻，这股泡沫与狂热便随之升腾，并且开始萦绕在新零售的周围。巨头与资本掺杂其中，新旧势力乱战开启，新零售无疑是这个被诸多人称之为寒冬的时代最能给人温暖的。
我们说，互联网巨头们对于新零售时代的来临总是被我们要先知先觉，以致于马云在云栖大会上提出“新零售”概念的时候有些让人摸不着头脑。直到阿里、腾讯和京东在新零售布局上你来我往大战不断的时候，我们才意识到新零售或许真的已经来了。因为如果新零售不是未来的发展方向的话，互联网巨头们不会下如此大的血本去进行新零售市场的相关布局，仅仅只是一些资本层面的运作即可。
从当下的情况来看，以阿里、腾讯和京东为代表的互联网巨头已经将新零售布局的范围拓展到了资本、场景、技术和模式等诸多层面。这种立体式、多元化的打法显然与移动互联网时代的资本运作套路有很大的不同，更加让我们坚定了新零售将会是未来发展重点的判断。于是，不断有人加入到新零售的战役当中，试图通过新零售的这个概念来继续获得持续增长的动力。新零售的战役已经从巨头之间的格局之战演变成为群雄逐鹿的势力之战。
以巨头为肇始点，新零售的影响正在逐步深入与立体
虽然新零售的发展依然较为初级和原始，但是，我们丝毫不能否定它身上所具备的强大的发展潜力。这同样是阿里、腾讯和京东之所以会不断加注新零售布局的根本原因所在。或许正是因为如此，我们看到这些巨头对于新零售的布局并不仅仅只是资本层面的动作，而是更多地主动参与到新零售的实际操作过程当中，并且不断扩大新零售在自身生态体系当中的份额。以阿里、腾讯和京东为代表的互联网巨头为肇始点，一个更加深入，更加立体的新零售时代正在来临。
以场景、技术和供应链为代表，新零售的布局不断多元和广泛。我们都知道移动互联网时代的巨头布局主要在资本运作的层面上，并未深度参与实际运作过程当中。进入到新零售时代后，巨头们参与新零售的方式不再是蜻蜓点水般的资本投资，而是开始深度参与到新零售相关的每一个流程和环节里，以此来实现新零售快速落地和发展。
早期，以阿里、腾讯和京东为代表的互联网巨头主要是与传统大型的零售厂商战略合作，不断搭建线下的新零售场景。仅仅只是搭建场景还远远不够，巨头们同样将布局的触角深入到了新零售相关的技术领域，阿里成立达摩院、腾讯不断加码研究院、京东深度布局人工智能、大数据……这些动作都在说明互联网巨头对于新零售的布局并不仅仅只是在场景搭建上，而是更多地深入到了技术领域。
除了场景和技术之外，新零售同样试图通过供应链的打造来实现线上和线下的完美统一。无论是工厂直供、食品溯源，还是个性化定制，其实都是在试图搭建一条涵盖线上和线下、贯穿商品的生产、供应的全天候的供应链。从这个逻辑来看，巨头们对于新零售的布局已经不仅仅只是局限在资本运作的层面上，而是开始深入到了场景、技术和供应链为代表的诸多领域里，一个更加多元和立体的新零售时代正在来临。
平台不再仅仅只是局限在线上，线上和线下的融合正在成为主流。同互联网时代人们认为的平台仅仅只是局限在线上不同，当新零售时代来临，互联网巨头们开始将平台的概念从线上拓展到了线下。我们看到的阿里、腾讯和京东与大润发、永辉超市、沃尔玛等线下的商超深度融合，其实正是这种趋势的直接体现。随着互联网巨头布局的逐步深入，我们传统思维下认识的平台将会发生根本性的改变，线上和线下的融合和统一将会成为主流。
当流量见顶，线上体验捉襟见肘的时刻，或许以线上和线下融合为主打的新零售能够为我们打开思考全新发展方式的大门。以阿里、腾讯和京东为代表的巨头不断将目光转移到线下实体店，盒马鲜生、京东无人超市都是这一动作的具体体现。同样是以巨头为肇始点，我们看到线上和线下的融合正在成为新零售走向深度和多元的主要标志。
当线上和线下都开始面临流量见顶的局面，或许只有将两者深度结合起来，才能找到新背景下的发展新方向。随着越来越多的参与者们参与到线上和线下融合的阵营里，一个以线上和线下的融合为代表的新零售时代将会来临。
告别单一的流量赋能，以技术、模式和服务为代表的多元化赋能时代正在来临。我们都知道几乎所有的互联网式的发展模式其实都是在进行流量的供给，并没有深度参与到行业实际运作过程当中。这种单一的赋能方式造成的一个直接结果就是，这种赋能方式仅仅只是解决了商品销售的难题，却并未解决商品的生产和供应问题，最终让所谓的赋能变成了一个噱头。
当新零售时代来临，特别是流量红利的落幕，单纯地进行流量赋能已经难以起到真正实质性的效果。因此，进一步拓展和创新赋能的方式和手段，正在成为以S2b为代表的商业模式的主要表现。我们看到以阿里、腾讯和京东为代表的互联网巨头开始不断拓展赋能的方式和手段，一个更加具有新零售时代特色的多元化的赋能时代正在来临。
作为新零售走向深入和立体的重要表现，未来以技术、模式和服务为代表的多元化赋能方式将会成为新零售时代真正来临的主要标志。以阿里、腾讯和京东为代表的互联网巨头为肇始点，一个以全新赋能时代为代表的新零售时代将会真正来临，并且将会把发展模式从B2B的平台模式带入到以S2b为代表的深度参与模式中。
新零售开始落地生根，下一个发展风口在哪？
用“布局”来形容新零售早期似乎较为合适，而现在我们形容新零售或许用“落地生根”更为贴切。当以阿里、腾讯和京东为代表的互联网巨头对于新零售的布局完毕，新零售的种子已经开始发芽。在这个阶段，如果仅仅只是借用新零售的概念来获得关注的话显然有些过时，找到与当下新零售的发展相互契合的结合点或许能抓住新的风口。当以互联网巨头为肇始点的新零售布局结束，新零售下的全新发展风口或许正在开启。
以前期布局为切入点，将新零售付诸实现成为新风口。在资本和互联网巨头的联合推动下，人们对于新零售的认识开始变得逐步全面和深刻。然而，这些认识仅仅只是停留在概念上，新零售真正落地的成功案例依然很少。如果在新零售落地生根的大背景下，能够做好新零售落地上的相关工作，无疑将会抓住新零售落地生根阶段的风口。
无论是基于新零售的场景的搭建，还是新零售技术的创新都是将新零售从概念落地到具体实际的表现，通过将前期的布局一步步落地，我们不仅能够真切地看到新零售的巨大魅力，而且找到新零售与传统行业的结合点，从而获得新的发展动力。我们看到互联网巨头早前打造的新零售落地的样板都在成为外界模仿的重点，而如果我们能够将早期新零售的布局付诸实现，无疑可以吸引资本和巨头的关注，从而获得新的发展机会。即使是在资本寒冬时代，将新零售的蓝图付诸实现的尝试都会受到外界的关注，并且能够真正获得资本和巨头的垂青。
或许，这就是当下的诸多电商平台都在开始从不同的角度将新零售的概念进行落地的根本原因所在。互联网巨头的前期表率和资本的不断布局真正将人们对于电商的关注转移到了新零售身上，并且开始借助新零售的落地获得新的发展机会。
以新零售为落脚点的新技术方兴未艾，同样是一个风口。尽管新零售为我们展示了一个相当炫酷的新时代，但是，如果缺少了新技术的推动和支撑，这些炫酷的场景或许永远都不可能实现。尽管我们看到了以阿里、腾讯和京东为代表的互联网巨头都在布局新技术，但是新技术的发展依然处于相对初级的阶段，基于新技术的丰富、落地为代表的诸多领域都才刚刚开启，如果我们能够以新技术切入来找到新的发展机会，或许是新零售时代的一个全新风口。
以我们经常会提及的大数据、云计算和智能科技为例，其实这些技术距离真正的成熟和大范围的落地依然有很长的路要走。这种现象即使是在以阿里、腾讯和京东为代表的互联网巨头身上同样存在。如果我们能够将这些新技术丰富和完善，并且进一步落地的话，无疑能够抓住一次绝佳的发展机会，拥抱新技术应用到新零售上的全新风口。
以新零售赋能传统行业，开启传统行业的发展新机会。在互联网时代，互联网企业对传统行业的赋能方式是通过流量输送和去中间化的方式来实现的，互联网企业并未介入到传统行业的生产和供应过程当中，这就导致了互联网平台仅仅只是一个商品的销售渠道而已，并未真正改变商品生产本身。
进入到新零售时代后，特别是新零售开始落地生根后，一个主要的发展方向和机会就是通过新零售去改造传统行业，改变传统行业的产品生产逻辑、供应逻辑，在提升传统行业效率的基础上为自身找到新的发展机会。我们现在看到的科技巨头们通过新技术对传统行业进行深度赋能，进而去重塑传统行业的碳素，正是这一趋势的直接体现。未来，随着更多人加入到新零售赋能传统行业的队伍当中，这个方向同样会成为新零售时代的发展新风口。
当互联网巨头对于新零售的布局完毕，行业的发展开始进入到一个全新的发展阶段。对于新零售来讲，贯穿市场的主题词开始从“布局”转为“落地”。当以阿里、腾讯和京东为代表的互联网巨头为我们描绘了一场美妙的新零售蓝图后，如何将这些蓝图变成现实或许是留给那些试图在新零售的海洋里搏击长空的入局者们的全新机会。
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