Electricity age, three features of U.S. retail
In the retail industry, retail format exists, the life cycle has its retail organization change with periodic development like spinning wheels.But no matter what kind of story is the online retail as one of the formats to analyze whether the mainstream of future retail.Taking history as a mirror, reviewed the development of retailing forms itself an obvious effect for us to meet online retail.
The U.S. economy full recovery is a foregone conclusion, it is the most distinct symbol of the real estate industry recovery and continued to decline in the unemployment rate and the envy of the world's stock market performance.Since the financial crisis, the author has used the "lying in the emergency room" to describe the consumers in the United States.The metaphor from a cartoon, an American woman lying in the emergency room bed, body is full of all kinds of pipe.But the doctor after looking at various data said to her husband: "very encouraging, she still thinks to the shopping center!"When she was badly injured, puff.While she was out of the emergency room, trembling while carrying oxygen bag, but she is not only want to shopping, but started.2013, however, the shopping environment is beyond recognition, and great changes have taken place in American consumers themselves, looking forward to the
next 5-10 years, we have to pay attention to the change of retail business and The Times characteristic has become increasingly significant.
To meet the retail
Before talking about the change of the retail business, it is necessary to re-examine the retail industry itself, its present situation and the contemporary history.Modern business is the first big problem of self-definition question: do we do?This problem can also be applied to such a retailing has a long history, but faces huge challenges and inevitable changes in industry.Answer this question well, all those changes seem unreasonable and incredible change becomes
natural.Operators need to do is not to change these changes, but to adapt to these changes.Not change the trend, but adapt to and promote these trends.
So what exactly is a retail?The most straightforward answer as: deliver products from producers to end customers."It's as simple as that?"The author once in industry mentioned this argument on the BBS, a work in the retail industry executives asked for many years, it seems to be despised their own industry.Summed up in one word to any one industry will unavoidably too simple, but too many errors is precisely because we make things too complicated, forgotten why the basic positioning.When back to the basic questions and answers, almost all of
the changes and trends have become not only can understand, and encourage operators to adapt to change and adapt, namely in thousands variable change to adapt to a constant tenet: deliver products from producers to end customers.
Contemporary American retailing for 50 years
Contemporary history of American retailing can be summed up in one word, from the vigorous development of the merger on the basis of to the arrival of the financial crisis exposed the mature period.We might as well use a decade back quick replay to review this period of history.
In the 1960 s.As car after the house of the city expansion (urban sprawl), also known as suburban expansion (suburban sprawl), and the department store expansion.Move into the consumer, a department store in suburban shopping center after strange phenomena of the consumer.At the same time, the concept of cheap shops began to appear, now cheap store (Walmart) giants such as wal-mart, Kmart and Target is to open the first store in 1962.
In the 1970 s.On the one hand, the diversification of traditional department stores, on the one hand is cheap shops have big development, at the same time, the concept of the store began to appear, the famous king Toys chain Toys "R" Us that was born at this age.
In the 1980 s.With the integration of the traditional department store, retail mass in Leveraged buyouts (Leveraged Buyout, LBO), finance and retail interaction occurred frequently.Store at the same time, the 1970 s began to flourish, the forms of the market share of up to 47% in 1987, new retail model achieved incredible success.
In the 1990 s.Wal-mart's nascent omni-directional "one-stop" work style shopping center, it has completed the change from a "big" to "all", the service as a commodity, set in the mall beauty, hairdressing, photography and other services are good examples.At the same time, the traditional Department store of mergers, most notably Macy's (Macy 's) m&a May Department Stores.Earn big retail during this period will be a lot of extra money through a variety of form returns to investors.
In the 2000 s.This decade is the biggest changes in reverse the e-commerce industry.The emergence of amazon is overturned
thoroughly retail entity stores open such a seemingly natural concept, but when people question and debate whether retail e-commerce, amazon use "send products from producers to end customers" for his outstanding performance won the unquestioned leader in the retail industry.At the same time, the second round of leveraged buy-outs across all corners of the industry, after the consolidation of national
chains and strong market share as high as 60%, but a strong competition among not only didn't stop, but more and more.
In the 2010 s.Before the financial crisis, the United States, the change and development of the retail industry a big change, basically can be summed up in ten years time.As already formed "10 years of
development, 10 years of growth" industry law of 2010 s in the electronic commerce vigorous growth, intelligent mobile phone as the carrier of mobile electronic business to become a new feature in retailing, it accelerated the interaction of e-commerce and traditional shops.At the same time, the development of traditional stores slowed markedly, the retail industry is facing the competition of supply costs rise, including the world's factory RMB appreciation, labor wages continue to rise, and other important factors.Own mature at the same time, the American retail is a known fact, but this is the general consumers.Retail themselves are in the mature period had a and a revolution in the phoenix nirvana, the survival of the fittest, superior bad discard, after experiencing the mature growth.Looking ahead to 2020, we can see clearly the change of the ecological environment and its own retail emerging era
Age features of polarization, inequality has become increasingly significant
Out of the emergency room of consumers as a group is the most remarkable changes in inequality, the whole American society has become an unprecedented polarization.Over the past 30 years, the United States who was proud of a strong middle class is shrinking, and the financial crisis not only accelerated the atrophy, and begin to form caused by the qualitative change of quantity.
Who is America's middle class?The American class is funny, it is a simple way to divide the family income, according to the income divided into five groups, each group of 20%.
America's middle class is not just 20% of the middle, but especially contains 20% "of the" three, namely 60% of households in the United States, but it is also commonly used to represent the middle class and upper middle class, both for the main body of the U.S. economy, often loosely called the middle class.America's power is with support of the vast middle class, it also has been the pride of the americans.But the middle class, though large, the difference is very big still.
The 2010 census report showed that the lower class and lower middle class income since 1998 reduced the $1000 and $1500 respectively;While upper-class income rose by $3600 to $4200.The personal wealth of the United States today is the largest since the great depression in 1920: the richest 20% of americans owned 85% of the
wealth, while the bottom 40% of the people had nothing, to be precise in addition to the debt had nothing, quite a number of people with a net worth of is negative.According to the data of the us department of commerce, low-income household income proportion has declined from 32% in 1970 to 26% in 2010, and is expected to fall to 25% in 2020;At the same time, the high income family income proportion has risen from 68% in 1970 to 74% in 2010, is expected to rise to 75% in 2020.America's gini coefficient was 0.468 in 2009, the index rose by 20% in the past 40 years.The rich get richer and poorer and poorer, polarization, be clear at a glance.
From the consumer's point of view, low-income families (lower middle class and lower class, including parts of the middle class) consumption is basically meet the requirements;(the upper class and the upper middle class and high income family including parts of the middle class) are often outside the demand and desire.Retail sales in the United States are the distinctive features of polarization is reflected in changes to get incisively and vividly.
I often joke with peers, the first basic skills do retail is do a good job in all walks of life in the United States.It is no exaggeration to say that the polarization of American society has the ecology of the structural change of the retail industry: red sea were more red blood, and successfully
develops the blue ocean strategy to enjoy the former strategy of tves are in successful smell the scent of the more and more at the same time, the color of the water is no longer so blue.Sharks by the sea, fish who die hand, unknown, but the law of the jungle tells us: the survival of the fittest.The author also often told the boss of China's export enterprises, don't listen to other people blind fool say what enterprise transformation and do a high grade product, understand the composition of the class, to master the change of the retail industry, the position before the probable.There is no so-called U.S. market, here, distinct, who is your customer?
# 2: special age high-tech penetrated retailing
Today's American consumers have full access to high-tech and digital era.Can say, high-tech and the popularization of digital technology in retail speed greatly exceeded everyone's expectations, the strongest evidence when wal-mart to become one of the largest distributors of apple iPhone.
Today's consumers can sit in shop around in the office, shopping easily.So in the traditional "black Friday" (the Friday after Thanksgiving, Christmas season in the United States single most sales day, marked the beginning of the peak shopping season), after the United States and a "cyber Monday" strange phenomenon.In 2010, consumer spending on
"cyber Monday" day more than $10.In addition to using mobile online shopping, shopping is have become ubiquitous shopping behavior, we can't.
Retailers for the use of high-tech has gone far beyond the traditional goods and inventory management, they use their mastery of the large consumer data for personalized marketing and advertising: bought diapers, personality ads to your mobile phone, suit the remedy to the case to ask whether you need milk powder;Just bought the coffee machine, coffee bean advertising then follow up;Bought the new house, congratulations to move New Year advertising and selling furniture to follow.
It is interesting to note in the polarization of the world, is not the same as the purpose of the poor and the rich with high-tech: the former is shop around, try to find the cheapest goods, make limited currency play a biggest role - value;The latter is mainly services, convenience, let oneself can be shopping at any time and place, wait for delivery - follow one's inclinations.
Have to mention is the amazon in the leadership role of retail revolution.The company was founded in 1994, was just selling books and records on the Internet, such as product of obscure small companies, now has become a veritable multinational company, sales of more than
$61 billion in 2012.Is one of the most interesting, the company enjoys a high quality service in retail of word of mouth, an electrical contractor, its employees simply without face-to-face contact with the consumers, has won the consumers spoke highly of for his services.This to retailers a powerful wake-up service: traditional so-called consumer experience not only in the shop can be done online, and can let their satisfaction significantly exceed its experience in physical stores.Wal-mart, a retail giant, including have been in their noses grow suddenly this monster beast and frightened, like Microsoft corp misjudgment network era, a batch of traditional retail giants such as wal-mart misjudged the importance of electricity and the rapid speed of its development.Of course, they finally woke up from my dream and catching up.
It is no exaggeration to say that technology, digital technology and mobile technologies will continue its has been the revolution in retailing, they have changed the consumer behavior and consumption habits, become the era characteristic, by 2020, the feature will become more pronounced.
Era characteristic # 3: store
When the world retail giants such as wal-mart, carrefour in China their at the same time, the establishment of large-scale supermarket and a large number of counterparts all of them in the United States has