新零售已来，无边界，也无国界
零售进化，适者生存
一千个人心中，有一千个哈姆雷特。在新零售的世界里，一千个人就有一千种对新零售的理解，不同的企业都从自己行业出发来各自诠释新零售，每个零售人都有自己的标签认知。而阿里的种种举动所展现出的新零售战略意图，更大的意义在于把“超市”这个高频场景中的人群，变成互联网意义上的“用户”。这将给传统零售商带来新的启示。零售进化，适者生存。从传统零售过渡到新零售需要一个周期演变，新旧交替、适者生存意味着零售业将会淘汰一部分“脱轨”的从业者，只有适应新节奏、掌握正确方向的企业才能脱颖而出。在这场零售升级中，消费升级带来了一场前所未有的业态升级、场景升级、技术升级。实际上，这四个升级将是零售企业在未来必须面对、解决、提升和转变的战略问题。
2.业态升级——去边界、共享经济
“共享”正在横扫全球。2017年7月17日，在盒马鲜生的十里堡店开业短短1个多月后，它在北京、上海两地的三家新店同时开业。它是从“生鲜超市”行业经济到以“本地生鲜超市+餐饮体验+线上业务仓储”三大功能为一体跨界经济的转型，是业态升级下诞生出的新物种。商业业态进化从提供产品的公司到提供服务的公司，解决方案的核心是共享。共享的核心是人的需求共享，例如滴滴共享的是人的出行，小猪短租共享的是人的住宿空间，纳什空间共享的是人的办公空间。
3.场景升级——线下零售的场景正在被哄抢
在新零售时代，零售商将根据顾客需求和喜好定制个性化服务。用户成为整个产品的主导者，在途中提供建议和意见，不但可以选择，还可以自己参与设计；不是局限选择，而是自我要求。用户成为产品的参与者和设计者，参与到产品，甚至产业链之中，并匹配到相应的场，甚至产业链之中，并匹配到相应的场景中。不同的入口，拥有不同生活方式的客户。这不正是我们每一个人所希望的生活方式吗？站在消费者的角度，你需要变革。
4.技术升级——用新的交互方式来和顾客对话
上述的新零售模式，无不是新技术的应用。无论是软件，还是硬件，技术升级不再是梦想，而是现实。其实，真实的商圈+虚拟的商圈会诞生很多新技术和顾客的交互，包括人脸识别、VR虚拟现实、人工智能、机器人等。
升级是发展的必然，是一种正常的迭代。不管世界如何变化，商家的最终目的都是获取客户，留住客户。零售进化的核心在于拥有用户，“以产品为中心”的单渠道、多渠道零售模式，会被“以顾客为中心”的全渠道、多触点的体验模式所取代。
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