简介：不少零售业者通过各类实体消费场景向线上转化消费力，这些正是电商们一直觊觎的，而如今，实体零售商开始将这些资源掌握在自己手中了。
当大家都认为实体商业走下坡路，而电商正蚕食市场时，有一批业者看到了实体店所蕴含的巨大财富——到店客人可以转化为在线消费力，且获客成本远低于电商平台。
“大家都觉得实体零售业老化、千篇一律，故而电商抢到商机。实体零售业的确存在问题，但大家有没有想过，实体店每年也有不少到店客人，如果能将这些客人聚集起来，完全可以转化为线上消费力，比如百联有数千家线下网点，可以利用线下优势开拓线上的全渠道平台。”百联集团董事会秘书兼战略中心高级副总监赵陈斌在近期举行的2018第一财经技术与创新大会上指出。
第一财经记者日前多方采访调研了解到，全家、百联、家乐福、沃尔玛甚至不少新型无人零售业态都在通过各类实体消费场景进行向线上消费力的转化，这些正是电商们一直觊觎的，而如今，实体零售业者开始将这些资源掌握在自己手中了。
传统零售商需新活力
“连锁零售业之所以能够在过去几十年得到高速发展的核心原因是把握了零售业在效率、成本和体验上的成功要素，也满足了消费者一站式购物及价格有吸引力的主要诉求。而伴随着线上零售商的快速发展和消费者购物习惯的迁移，线下传统零售在这些环节的优势却已不再。相较之下，供应链基础弱响应慢、渠道层级冗长使得供应环节效率低下，运营成本不断攀升使运营环节压力增加，店铺商品同质化严重、终端缺乏管控造成销售环节体验不佳等等，使得传统零售行业急待新活力的注入。”罗兰贝格管理咨询全球合伙人兼大中华区副总裁陈科认为。
在陈科看来，线下传统零售企业的供应链能力在应对日益精细化的供应诉求及消费者对“实时”配送的要求等环节面临挑战。一方面供应链的基础薄弱，缺乏控制能力，信息传导响应不够及时，导致企业出现库存积压、周转缓慢、商品同质等问题。另一方面，渠道繁冗也是线下传统零售效率低下的主要原因。多层级的传统线下经销体制，货物从生产到最终销售需要经历层层分销，产品供应时间和供应链反应时间过长，无法满足消费者对于时效的要求，而日益攀升的成本压力也在不断缩窄线下传统零售企业盈利的空间，很多零售企业只是微利，甚至无利经营。还有“千店一面”的同质化问题，百货、商超、购物中心等店铺同质化现象严重，其中百货业的商品重复率就高达约87%。
“在实体零售商压力巨大的同时，线上零售也同样面临电商流量红利消退，发展遇到瓶颈的问题。公开数据显示，线上零售额未来五年增速将回落至13.8%。线上零售企业正逐渐尝试走向线下，从对立、对抗走向融合，以寻求突破，两大电商巨头阿里和京东已布局线下领域。也就是说，实体店有很好的客流与线下供应链资源，如果有新活力注入或新模式运作，则实体零售商完全可以挖掘商业价值。”陈科分析。
据悉，阿里已入股银泰商业、投资盒马鲜生、收购三江购物、投资大润发等；京东先后入股永辉超市，领投天天果园D轮融资，与沃尔玛战略合作；腾讯更是布局了永辉超市、入股步步高和家乐福中国区业务等。
实体店客流的线上转化
不仅仅是电商们看到了实体店所蕴含的商机，不少实体业者也开始意识到，要改变命运，将主动权掌握在自己手中，就必须发掘自身核心价值并做O2O转化。
张伟民（化名）经营实体零售多年，他曾经协助所在大型零售公司投建网络购物平台，然而上亿元资金“烧”完后却不见太大成效。
“实体业者并不懂得在线经营本身，比如电商的营销、广告宣传、商品和定价与实体店有很大差异，盲目投入只会亏本。但实体业者忽略了很重要的一点——到店客人忠诚度高，获客成本低，复购率高，这类人群如果可以向线上导流，则可以相对轻松地实现实体零售业者的升级和移动购物布局。”张伟民告诉第一财经记者。
百联已看清了这一点。
“在未来新开发的项目中，我们的购物招商比例会越来越少，可能不足20%。作为一个零售商，我们需要的是更好地更精准地去满足他们的需求，所以我把项目打造成共享，比如颜值、二次元等等。不仅是购物，而是突破购物的范畴，给予消费者空间上的享受。这些变化能吸引更多消费者到店。实体业者应该看到自己的优势，比如百联有数千个网点，每年有数以亿计的到店客人，如果将这些客流量集中起来，做精准营销，并且结合百联全渠道的在线业务，绝对可以实现向线上全渠道转化，而且这些到店客人大多是有效消费客源。”赵陈斌向第一财经记者透露。
便利店巨头全家则走得更快一步。
第一财经记者了解到，全家便利店、康师傅私房牛肉面和德克士是集享联盟的积分商户，尤其以全家为主，即在全家消费的客人，其积分计入集享联盟，因此集享联盟通过上千家实体店，拥有大量实体店会员基础。在此基础上，其通过收取会员费，自动筛选出一批付费会员，这批付费会员成为“甄会选”电商平台会员，针对“甄会选”独立成立团队，进行针对性的采购和营销，这相当于将实体店的优质有效客户群转化为线上消费力。
“集享联盟的会员分为两种，一种是只要手机号就能注册，不需要缴年费。第二种就是付费会员，需要缴100元年费才能成为尊享会员。甄会选是面向集享联盟付费会员的线上购物商城，面向集享联盟的尊享会员，属于付费会员制电商，上线以来，会员数和业绩已翻倍成长。甄会选是集享联盟一个独立的品牌，在发展电商模式上有自己的特点，价值感是延续会员非常重要的一种方式。借助集享联盟背景，尊享会员主要来自线下渠道，目前甄会选有350万付费会员，制胜法宝之一是积分体系，消费累计积分后可以线上线下联动使用，这在市场中极具竞争力。”甄会选总经理吕政璋告诉第一财经记者。
鉴于实体店和电商的货品有差异，“甄会选”意识到其主要客户群为80后至95后，且60%为女性的特点，因此对商品进行专门采购。比如早期酒品类商品在所有商品中占比超过30%，是因为参考许多国外案例，比如亚马逊、Costco后，其希望给国内注重轻奢生活的消费者提供更优选择，未来3～5年会有自有品牌的发展计划。
“至于困惑实体零售商的物流问题，我们也考虑到了。如果消费者买的是比较小件的日用品，快递可以放在家门口。如果消费者不方便回家取货或寄到办公室，就可以到附近适合的门店自提，这些门店是集享联盟的商家，有可能是全家、德克士或其他门店。”吕政璋向第一财经记者透露。
“百联、全家这些业者的做法就是抓紧自身实体店客源，与其让这些客人流失到其他电商平台购物，还不如通过积分、会员或其他策略将实体客源掌握在自己手里，导流到与自身相关的在线平台，肥水不流外人田，助力自己完成O2O新零售互动。”资深零售业分析人士沈军认为。
不放过任何消费场景
如果说全家使用的是会员制转化策略，那么家乐福等实体零售商用的则是消费场景法则，通过实体消费场景实现客人向线上转化。
就在近期，腾讯与家乐福合作的首家智慧门店“Le Marche”开业，这是家乐福全球首家落地的主打餐饮、生鲜、进口商品、自有品牌的新业态。家乐福中国区CEO唐嘉年接受第一财经记者专访时透露，家乐福未来将力拓这类智慧型门店，且与腾讯展开包括大数据、引流、新业态等七大板块合作。
在“Le Marche”店内，第一财经记者看到，顾客可以绑定微信信息、进行“人脸识别付款”、“小程序扫码购”、“IP互动引流”等消费。颇有意思的是，这家门店内的部分商品通过扫码，可以在顾客的手机上直接关联到京东的相关购物网页。比如记者在现场扫码一款饼干后，手机上就出现了该款饼干在京东的购物主页，也就是说，如果这次在实体店购买该饼干并品尝后觉得不错的话，顾客下一次购物可以在京东上进行，相当于将部分到店客人尤其是年轻消费者引流到线上。要知道，京东与沃尔玛捆绑合作、京东与腾讯都投资过永辉超市，而腾讯又投资家乐福中国区业务，关联合作方之间的互相导流也是商业价值的转换。
如今，除了在实体商业项目内消费，“在路上”的碎片化消费场景也被业者充分关注。
第一财经记者发现，如今在部分网约车上可以购物。车内场景服务商Mobile Go魔急便品牌公关合伙人严正透露，该品牌从2017年11月开始在杭州地区提供服务，通过与出行平台和司机群体合作，从零食饮料等即时消费开始进行模式探索，逐步升级车内场景服务。Mobile Go魔急便的货架设置在前排座位中间的置物箱上，其中摆放着十几款饮料，扫码购买。
“我们寻找合适供应商并建设补货投放点，销售货品后给司机约30%分成，即便销量不好也会给司机保底收益，这对司机而言是没有成本的增量。根据我们在杭州的试水数据看，合作司机每个月能因此获得数百元到5000元的销售收益。”严正自豪地告诉第一财经记者。
公开数据显示，中国2018年每人每天的出行频次是0.8次，仅网约车每天的单数已达3700万单，但移动出行的触达需求不到2%。同期，欧美国家每人每天的出行频次是1.7次。保守估计，2025年中国每人每天出行频次将达到1.4次，移动出行触达的需求有望提高到10%～15%，移动出行的规模有望高达日均2亿单。
对于严正和他的团队而言，最重要的并非销货本身，而是将车内购物布局到一定规模时，可以用互联网思维将大量线下客人集中导流，届时，广告营销等商业运作自然水到渠成。
“Mobile Go魔急便与无人零售业态一致的是，通过实体消费场景掌握客源，最终以互联网思维实现商业价值。但这种模式需要一定的前期投入，业者要注意风险。”沈军分析。
陈科指出，未来零售业的发展将依托于大数据和互联网，通过多产业、多业态的终端融合形态，充分运用智能化技术，重构“人、货、场”，通过精准的消费者画像，打造无处不在的消费场景，并配套高效的供应链体系，充分满足消费者的需求，实现消费方式逆向牵引价值链上游变革的升级之旅。
文章评论
Right on my man!
Hi there every one, here every one is sharing these
familiarity, therefore it's nice to read this blog, and I used to visit this webpage every day.
What's up, every time i used to check web site posts here in the early hours in the morning, as i enjoy to gain knowledge
of more and more.
Hello there, I believe your web site may be having browser
compatibility issues. Whenever I take a look at your site in Safari, it looks fine
however, when opening in IE, it's got some overlapping issues.
I simply wanted to give you a quick heads up! Besides that, wonderful website!
Truly no matter if someone doesn't understand after that its up to other people that they will help,
so here it takes place.
I will right away take hold of your rss as I can not to find your email subscription hyperlink
or newsletter service. Do you've any? Kindly let me recognize in order that I could subscribe.
Thanks.
Saved as a favorite, I like your site!
Someone necessarily lend a hand to make severely posts I
would state. This is the first time I frequented
your website page and to this point? I surprised with the research you made to make this particular
submit extraordinary. Great process!
I'm amazed, I have to admit. Rarely do I come across a blog that's both equally educative and entertaining, and let me tell you, you
have hit the nail on the head. The issue is something that too
few folks are speaking intelligently about. I am very happy I found
this during my search for something concerning this.
Howdy! Would you mind if I share your blog with my facebook group?
There's a lot of folks that I think would really appreciate your content.
Please let me know. Many thanks
Magnificent website. A lot of helpful info here. I'm sending it
to some buddies ans also sharing in delicious. And certainly, thanks in your effort!
Hey! I'm at work surfing around your blog from my new apple iphone!
Just wanted to say I love reading your blog and look forward to all your posts!
Carry on the outstanding work!
Greetings from Los angeles! I'm bored to tears at work so
I decided to check out your website on my iphone during lunch break.
I really like the information you provide here and can't wait to take a look when I get
home. I'm surprised at how fast your blog loaded on my cell phone ..
I'm not even using WIFI, just 3G .. Anyways, awesome site!
Hello! I could have sworn I've been to this site before but after browsing through
some of the post I realized it's new to me. Nonetheless, I'm
definitely glad I found it and I'll be bookmarking and checking back frequently!
You can definitely see your enthusiasm within the work you write.
The world hopes for more passionate writers such as
you who are not afraid to mention how they believe.
At all times go after your heart.
Thanks designed for sharing such a pleasant thinking, article is nice, thats why i have read it entirely
Pretty! This has been a really wonderful article.
Thank you for supplying this information.
Hey There. I discovered your blog the use of msn. That is an extremely neatly written article.
I will make sure to bookmark it and return to read extra
of your useful information. Thank you for the post.
I'll definitely return.
What i don't understood is if truth be told how you are now not really a lot more neatly-appreciated than you might be right now.
You are very intelligent. You already know thus considerably with regards to
this subject, made me individually consider it from so many numerous angles.
Its like women and men are not fascinated until it's something to do with Girl gaga!
Your personal stuffs excellent. Always take care
of it up!
May I simply say what a comfort to uncover an individual who really knows
what they're talking about on the internet. You certainly
realize how to bring a problem to light and make it important.
A lot more people have to look at this and understand this side of the story.
I was surprised that you are not more popular since you certainly have the gift.
I didn't know that.
Hi there, its good article concerning media print, we all know media is a fantastic source of
data.
<a href=https://www.themoviewatchers.com/forums/users/elizabethporter/>www.themoviewatchers.com</a>
<a href='https://yazdkhodro.ir/author/curtwainsco/'>yazdkhodro.ir</a>
<A HREF='http://mywikweb.asia/index.php/User:Abbey22I3308937'>balance of nature</A>
<a href=https://www.yunsuwang.com/home.php?mod=space&uid=3387095&do=profile&from=space>www.yunsuwang.com</a>
<A HREF='http://wiki.ofc.ca/index.php?title=User:TysonShapcott3'>Manuel</A>
<a href=http://urbanexplorationwiki.com/index.php/Do_Probiotics_Really_Do_Anything>urbanexplorationwiki.com</a>
<A HREF=http://shop.lengorgaz.ru/community/profile/austinwills866/>balance of nature</A>
<A HREF=https://ershov-fit.ru/2021/11/30/adderall-supplements-you-need-to-stay-healthy-on-the-inside/>https://ershov-fit.ru/2021/11/30/adderall-supplements-you-need-to-stay-healthy-on-the-inside</A>
<a href=https://www.dytt.net.cn/bbs/home.php?mod=space&uid=9724&do=profile&from=space>balance of nature</a>
<A HREF='https://bbs.logclub.com/home.php?mod=space&uid=306778&do=profile'>bbs.logclub.com</A>
{
<a href='https://www.solarexpo.pk/KerryBagwell743'>www.solarexpo.pk</a>
<A HREF='http://zhybcb.com/home.php?mod=space&uid=2305714&do=profile&from=space'>balance of nature</A>
<A HREF=http://johnnybl4ze.com/2022/05/12/essential-oils-and-nutrition/>balance of nature</A>
<a href='https://miftahul-ulum.my.id//index.php?a=profile&u=karinelamm0'>miftahul-ulum.my.id</a>
<a href="https://bbs.logclub.com/home.php?mod=space&uid=305780&do=profile">balance of nature</a>
<a href='https://mugwumps.ca/forums/users/kriswakehurst/'>Arnold</a>
<A HREF=http://sega.hz-nano.com/viewthread.php?tid=217687&extra=>Lottie</A>
<A HREF='https://beauval.co.uk/index.php/User:MattieDoughty1'>Lottie</A>
<A HREF="https://wiki.tomography.inflpr.ro/index.php/Natural_Remedies:_Muscle_Joint_And_Body_Aches">wiki.tomography.inflpr.ro</A>
<A HREF=https://bandit250.ru/user/PDPPrincess/>bandit250.ru</A>
Thanks in support of sharing such a nice idea, post is pleasant, thats why i have read it fully|
Hi, I do believe this is a great site. I stumbledupon it ;) I may revisit once again since i have saved as a favorite it. Money and freedom is the best way to change, may you be rich and continue to guide others.|
When someone writes an post he/she keeps the plan of a user in his/her brain that how a user can be aware of it. So that's why this article is great. Thanks!|
Hi there! This blog post could not be written any better!
Looking at this post reminds me of my previous roommate! He always kept preaching about this.
I most certainly will send this article to him. Fairly certain he will have a great read.
Thanks for sharing!
<A HREF=http://sichelwald.ch/forum/profile/aleishahagen827/>Zac</A>
<a href="https://eanshub.com/community/profile/robtolliver8815/">eanshub.com</a>
<A HREF=http://ironblow.bplaced.net/index.php?mod=users&action=view&id=637399>Geri</A>
<A HREF='https://shuyangluntan.cn/home.php?mod=space&uid=1503651&do=profile&from=space'>Geri</A>
<a href=https://sivababasolutions.in/index.php?page=user&action=pub_profile&id=102223>balance of nature</a>
<a href="https://dola.digital/cetacea//profile.php?id=105346">Iona</a>
<a href='https://wiki.elte-dh.hu/wiki/Bluebonnet_S_Super_Earth_Formula_Iron_Free_180Caps'>Meagan</a>
<A HREF='http://skc.isi.edu/workflow-design/index.php/User:MoisesBitner'>Meagan</A>
<A HREF='http://www.webmail.eatviva.com/viewthread.php?tid=75404&extra='>balance of nature</A>
<A HREF='http://9game.online/home.php?mod=space&uid=19477&do=profile&from=space'>Meagan</A>