There Are Winners And Losers In The Digital Pformation Of Retail Industry.

This is not a race horse.

By observing the winners, losers and subversive people in the retail industry, we can find that

Technology has reinvent people's long shopping habits and has brought unprecedented changes to the retail industry.

But just as the middle class disappeared.

The phenomenon of industrial change is also echoed with the larger social trend of redefining consumer culture.

Apple flagship store in Fifth Avenue, Manhattan

At the seminar on "Winners And Losers In A Digital Age" held by L2, a digital technology think-tank last week, experts, executives and analysts from the retail industry spoke freely of these trends.

This article lists some successful and failed perceptions of the retail industry and details those companies that subvert consumer shopping patterns.

However, the digital retailing industry has changing characteristics, so the next sensational event may be over half a year. (do you still remember the noise of Facebook?

Winner: apple ranks among luxury brands.

Apple (Apple) has now become the ultimate symbol of luxury.

At this seminar, Scott Gallowar, founder and chairman of L2 and clinical professor of marketing at NYU Stern, New York University (Scott Galloway), pointed out that the luxury industry has always been the most dynamic part of the retail industry, especially in the disappearing middle class of the United States. As a pet of science and technology, Apple Corp has prepared for its explosive growth, especially as the company is entering the high-end fashion accessories industry through the introduction of smart watches.

Apple has gone beyond Cartire or Hermes.

"Being a new symbol of wealthy people in society," Apple Corp said, "Apple Corp has easily become a big winner in the digital age."

Moreover, Apple seems to be beginning to have a huge impact on the retail industry.

David Tichi Tisch, co-founder of Spring, said: "every time the new iPhone phone is released, there will be a fundamental change in the retail industry." David

This month, Apple launched the iPhone 6 and launched the mobile payment tool Apple Pay. Industry observers pointed out that this technology will eventually form an overwhelming brand in the mobile wallet market.

Mobile wallet, also known as "digital wallet", allows consumers to buy goods through smart phones without requiring credit cards or cash.

However, due to the lack of industry standards, consumers who use mobile wallets are still very few.

Losers: middle class retailers

Retail sales of $40000 to $80000 a year - salespeople in stores are disappearing.

"These middle class posts are disappearing" and are replaced by self-service and mobile payments, he said.

He said employees who did not receive high-level training, such as employees of Apple stores, would also be unemployed.

"A iPad is enough to replace the salesperson at the perfume counter at Messi's (Macy)."

Winner: Alibaba

Alibaba (Alibaba) is China's first nationwide retailer, and is a symbol of the times.

Unlike traditional retailers, it does electronic commerce.

"Alibaba IPO has reached a record high of US $25 billion. It has set a historical record, making Facebook, which is financing $16 billion, retire to second.

Obviously, Alibaba's profits surpass that of Amazon. "

L2 research director Daniel Bailey (DanielleBailey) mentioned in his speech.

"Although Alibaba's first step in the US securities market is to open up a new online market, 11Main.com, whose shopping experience is currently rated as" bland ", its expansion plan may be undertaken by purchasing a network platform company similar to Etsy or eBay, in order to" replicate their success in China's value chain model ".

She said.

Alibaba is both a B2C platform and a platform for C2C. It can even provide distribution services for shoppers.

In an interview with Forbes, Daniel Bailey said that the acquisition of eBay would enable Alibaba to gain rapid brand recognition in the US market in a very short time. At the same time, it could quickly build mobile payment platform through the eBay's PayPal payment system (PayPal).

Subversive: Amazon's grocery business

"Amazon Co hopes to infiltrate people's homes every week, and its Troy war horse is a grocery delivery business.

The company will start with its "Amazon Fresh" business from 5-25 markets, which will have a great impact on the grocery business of Kroger Co (Krogers) and Xi Wei (Safeways).

He said.

Winner: multi-channel retail companies

Whether consumers choose to shop in physical stores or online stores, use tablet PCs or smart phones, department stores can compete in the competition by creating seamless links and shopping experience without obstacles, a speaker concluded.

But different retailers may take different ways.

For example, in August, Macy s, a well-known retailer, launched a Buy Online Pickup in Store scheme for all stores to select and place goods under the S.

Meanwhile, another famous retail companies, Nord Sturm, is taking a takeover route. It is acquiring websites such as HauteLook, a private sales platform, Nordstrom.

Winner: Mobile Commerce

Nothing can match the market potential of m-commerce.

"We are constantly using the phone.

Mobile commerce presents great opportunities. It is the future of the retail industry. "

Said Spring, the head of the company.

"Research shows that the number of mobile phones users visit is about 150 times a day."

He said.

Losers: Taghit companies with insufficient investment in the digital sector (Target)

"Until 2007, their e-commerce business was outsourced to Amazon, and missed more than 10 years of learning opportunities."

Morin Mullen, co-founder and research director of L2, said in his speech, "they are the institutions destroyed by the digital age," Maureen, Mullen.

Subversive: Deliv, service provider

The Deliv company in Palo Otto (Palo Alto) provides the day delivery service, which can deliver goods from customers such as Neiman Markus (Neiman Marcus) and Crate & Barrel to domestic customers.

During the meeting, Scott Morey, executive vice president of General Growth Properties, the second largest shopping center operator in the United States, said that the service delivered on that day was a potential subversive for shopping centers. Scott Moller,

"We have invested heavily in delivering services on that day."

"We started cooperation with 100 retailers a year ago when we first started Deliv," he said.

Winner: WAL-MART's return to small shop mode

Although WAL-MART (Walmart) has not had a good time recently, it must be noticed when the world's largest retailer changes its business strategy.

In the past, the size of the football shop has long dominated, and now consumers are attracted by smaller shops. WAL-MART is also following the form. It has introduced 10000 to 40000 square feet of Walmart Express and Neighborhood Market, and so on.

According to the Wall Street journal, WAL-MART has opened more small stores this year than the super shopping center with an average business area of 180 thousand square feet. This is the first time in history.

Losers: hypermarket model

Ironically, "WAL-MART is closing up the stores they create.

Pattern. "

Mullen said.

Speakers said that with the consumption of electrical appliances and office supplies and other commodities can be easily and cheaply bought through the Internet, shopping center mode chain enterprises Best Buy and Staples (Staples) are also getting more and more difficult.

The bedding chain Bed Bath & Beyond is also being left behind by more differentiated household products such as Williams-Sonoma.

Subversive: Spring

Spring, launched last month, is a mobile sales market linking brands and consumers. Up to now, more than 300 brands have joined their websites, including well-known retailers such as J. Crew and Michael Kors.

For consumers, the advantage of Spring is to reduce the tedious phenomenon that often occurs in the shopping experience of mobile devices.

There is no virtual shopping cart, users can only buy it by sliding the screen.

For retailers, Spring can promote sales more than shopping applications of major stores.

The latter has been proven to be "very limited in mobilizing consumer participation", said Mr ti.

Retailers' reports show that so far, their stores on Spring have a higher sales volume.

"This application will revolutionize your business model," he said.

Let's wait and see.