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经过十多年的互联网企业的洗礼,新一代消费者的消费习惯和消费心理已全然不同,中国线下商超原有商业模式开始颓势尽显,全行业进入下降通道,转型与创新成为了当前的关键词。尼尔森发布的《2016年度中国卖场超市购物者趋势报告》显示,消费者在大型商超的平均购物篮金额从172.4元下降至162.7元。线下市场购物篮金额降低的原因在于,购物者购物目的发生了变化。人们不再像从前一样为了大量囤货前往超市,消费行为趋于碎片化,有大件商品或者囤货需求时,人们会选择网购。当然,这绝不代表着线上购物平台就能主导一切。
After more than a decade of baptism by Internet companies, the consumer habits and consumer psychologies of a new generation of consumers are completely different. The original business model of China’s offline supermarkets has begun to show declines, and the entire industry has entered a downward spiral. As a result, transformation and innovation have become the current Key words. Nielsen released the “2016 China Store Supermarket Shopper Trend Report” shows that the average amount of large shopping malls in the basket dropped from 172.4 yuan to 162.7 yuan. The reason for the drop in the offline market basket is that the shopper’s shopping purpose has changed. People no longer want to go to the supermarket in order to stockpile large quantities of goods, consumers tend to be fragmented, and large-sized products or stockpiling needs no longer go online. People choose online shopping. Of course, this does not mean that online shopping platform can dominate everything.