实体店春天？为什么各大媒体吹爆新零售？
电商这个行业红红火火了这么多年，不少实体店在一开始都被电商抢去了大部分的客源，那个时候对于实体店而言可算是真正的寒冬。
但是任何事物的发展都不会是一成不变的，在经历了多年的低基数高增长，电商的客户群里体量已经很大，扩张获取新客户的成本将变得非常高。而且在市场份额的争夺战已经大致底定的今天，目前电商企业开始越来越注重利润。电商获取的90%的客户群体，可能只贡献了10%的利润，而剩下的90%，仍然被线下的10%高消费能力的群体占据。所以巨头们开始重新把目光转移到线下。
线下时隔多年终于又能掌握商场的主要阵地 ，对于实体店而言无疑是一个春天的到来，然而是春天还是倒春寒，就要看新零售此次发展到趋势如何？
新零售的最大特点便是能够利用科技和数据的力量，进一步提高用户的购买体验。随着科技、大数据应用、智能零售、移动支付和物流网络的发展壮大，这些新技术都逐渐被运用到零售领域。
我们在此先插一个题外话，零售的本质到底是什么？
纵观零售业演变历史上所有的变革，零售业在演进上的逻辑，从根本上还是没有突破“货、场、人”这三个核心要素。商品生产需要批量化，解决流通上的问题，所以最开始零售的由来与关注焦点就是货物；大家需要把货物组织起来拿到一个地方卖，然后货物的批量化生产越来越大，卖场也越来越大，就有了“场”的变化。
从最开始是百货零售，到后面的品类卖场：国美、苏宁、沃尔玛，以及今天火爆的便利店，这一系列的发展与变化实际上都是“场”的变化。中国在旧零售上一直都是以商品的整合调配为核心，包括今天依然有一些很优秀的零售公司，是以组货作为运营核心，而不以消费者集合为运营核心。
用户需求无限多元、极致个性、快速迭代，呈现长尾趋势，开始追求商品的附加值，品质、审美，甚至是人格认同，都已成为消费的动因的丰饶经济时代。消费更加注重个性化、情感化和社交化，“冷冰冰”的标准化的产品逐步被“有温度”的订制化的“非准”产品所替代。
零售企业核心竞争力是如何打造极致的用户体验，让消费者为体验买单，绞尽脑汁想获取更多的消费大数据，以便深入窥探消费者的内心，以提供可以让其拍案叫绝、从内心认同点赞并愿意买单的体验。
利用数字技术千变万化的创造力，无限逼近消费者内心需求，最终实现以消费者体验为中心，并围绕消费者需求重构人货场。如此看来，零售企业要关注的不再是货、店、人等单方面因素，而是要重构每一个环节，打造极致的用户体验。
而用户体验好的模式，如果还存在商业危机，就毫无道理可言了。
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