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深挖掘场景价值,智能链接销售终端,瑞幸发力“无人零售”

汇聚众多消费领域“黑科技”的国际消费电子产品展览会(CES)正在美国拉斯维加斯火热进行,在中国的科技创新中心——北京,“新零售”的指标品牌瑞幸咖啡则正式发布了其智能无人零售战略。

汇聚众多消费领域“黑科技”的国际消费电子产品展览会(CES)正在美国拉斯维加斯火热进行,在中国的科技创新中心——北京,“新零售”的指标品牌瑞幸咖啡则正式发布了其智能无人零售战略。据悉,该战略由无人咖啡机“瑞即购”(luckin coffee EXPRESS)和无人售卖机“瑞划算”(luckin popMINI)组成。曾经凭借资本和技术快速重塑行业格局,仅用两年多创造了4000万累计交易客户和建立4507家直营门店,从而成为中国最大的咖啡连锁品牌的“小蓝杯”,又将给光环已经逐渐褪色的无人零售领域注入哪些活力,带来哪些颠覆呢?

挥别技术概念,回归零售本质

必须要指出的是,虽然2017年被业内人士称为“无人零售元年”,但实际上可口可乐公司的“科研成果”——Vendalator 33自动售货机作为无人零售的始祖,其历史可以回溯至二战时期。上世纪90年代,相关设备就经日本传入中国,现今20余万台的保有量以中国的市场规模来看虽然不多,但在交通枢纽、旅游景点等场所,传统意义上的自动售货机仍然不是“稀罕物”。

只不过在资本的助推下,加之数字支付、人工智能、物联网、扫码和面部识别等创新技术的普及,更因为“新零售”概念的火爆,智能货柜、无人超市等在2017年曾一夜之间出现在大街小巷,而仅仅一年后的2018年,相关初创企业又在短时间内纷纷传出亏损、裁员、甚至倒闭的消息,不禁让人发出“无人零售”无人买单的感叹。

不少观察家、创业者和业内人士在经过两年多的反思,普遍认为当年的“无人零售”还仅仅停留在技术应用层面。从零售商业的基本逻辑来看,人在任何时间,任何地方都有可能产生想喝饮料或者想吃零食的需求,正所谓回归“零售”本质。如何在对的时间,对的地点,给对的人提供所需产品,才是现阶段无人零售市场上商家需要致力于解决的核心问题。从这个意义上讲,“瑞即购”和“瑞划算”的问世,恰好抓住了无人零售的核心所在。

宏观经济放缓蕴含无人零售突破可能

快三提到自动贩卖机发展最成功的国家,去过日本旅游,享受过其所带来的便利的人应当是很有发言权的。全国范围内500多万台的总数量,使得无论自动贩卖机是在城市还是乡村,在景点、车站还是居住区都“无处不在”,平均23人就有一台的分布密度之高更让国人难望其项背。然而鲜为人知的是,上世纪70年代日本经济增长放缓才是自动贩卖机急速扩张的重要诱因。

快三彼时,受美元汇率制度变更和两次石油危机的影响,日本经济增速降至4%左右,老年群体和单身群体也因为逐渐降低的结婚率、生育率而逐渐壮大。由此,人们的消费观念开始转向更注重便利性,更为关注满足生活刚需的食品饮料等商品。与此同时,75%的高城镇化率催生的城市人口高密度、高频次的消费需求为自动贩卖机提供了盈利支撑。多种因素的共同作用,“数字史前时代”的“无人零售”才得以在日本“长盛不衰”。

快三如今,中国的城镇化率已经达到59.58%,经济增长进入“保6”时代,关于“未富先老”、“人口红利消失”、“不结婚、不生子、不买房的低欲望生活”的讨论频频见诸报端和社交媒体,似乎正处在自动贩卖机在日本实现爆发式发展的前夜。瑞幸咖啡此时发力无人零售战略,不得不说是正逢其时。

“瑞即购”、“瑞划算”直击无人零售业态痛点

快三有业内人士指出,此前一波无人零售业态关店潮的主要原因在于并不低廉的实际运营成本以及并不优惠的产品价格。虽然没有了人工和房租成本,但就“新零售”的核心理念——借助技术优势,理顺“人”(消费者)、“货”(商品)和“场”(场景)三大关键要素的关系,保障高效运营来说,无人业态在技术方面的投入和维护的成本其实不低。当成本降不下来,商场、超市、便利店又都接入了数字支付时,智能售货机和无人超市的产品价格自然没有优势,消费者在“尝鲜”过后,自然无法形成“粘性”。

快三而瑞幸在运营数千家门店,快三海量用户的征途中,技术基础设施和管理体系逐渐完善,成本控制渐入佳境。在此次发布会上,更与百事公司(PepsiCo)、雀巢(Nestle)、恒天然(Fonterra)、雪莱(Schaerer)、路易达孚(LDC)、奥兰(Olam)、中粮、希杰(CJ)、伊利、蒙牛、好丽友、卡乐比等14家全球顶级产品供应商深度合作,通过大规模采购和定制化获得优惠的采购价格,“瑞即购”和“瑞划算”在运营者和消费者两端的“痛点”将有效地得到解决。

快三在上一季度的财报中,瑞幸单店店面运营利润率首次转正以及本就接近“无人”状态的快取店急速扩张,为其无人零售战略的实施打下了坚实的基础。正如瑞幸咖啡首席执行官钱治亚所说:“瑞幸以高品质、高性价比、高便利性的品牌价值正成为广大客户广泛接受的时尚快消品牌。”咖啡店和无人零售在中国都不是新生事物,在已经成功破局前者的基础上,瑞幸将如何实现后者的颠覆和价值再造,并最终成为“集合自有流量和自有产品闭环的智能零售平台”则更引人期待。

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