雲消費時代

雲消費時代帶來新的零售革命，有形與無形相融，商流、物流、信息流交織，改寫了商店的定義，改變了零售的思維。

新的消費時代不僅將徹底改變我們的消費與生活，也將導致提供消費服務的商業面對新的挑戰，傳統的業種業態生存的根基發生動搖，一場新的零售革命將徹底改變流通行業。之所以稱之為"革命"是因為，商業零售業的變化不再是傳統業態的此消彼長，而是整個產業的全面變革和洗牌。未來五年可能現有傳統習慣的零售方式會徹底改變，而新的零售方式會以百倍千倍速度增長。任何輕視、低估這場革命力量，或沒有跟上革命步伐的企業將面臨淘汰，新生力量快速崛起，未來的零售業將是一個全新的產業格局。

賴陽

北京京商流通戰略研究院院長、中國商業聯合會專家委員會委員、全國連鎖經營標準化技術委員會委員、中國流通三十人（G30）論壇青年論壇成員、中國社區商業工作委員會專家委員、中關村電子商會副會長、北京商業經濟學會常務副會長、北京財貿職業學院研究員。長期從事商業規劃與品牌經營戰略研究，代表作包括：《世界城市宜居商業研究》《生態場與傳承鏈》《雲消費時代》《雲消費時代II零售實戰》（中國經濟出版社）《雲消費時代III》《世界商業名街評價研究》（中國商務出版社）。主持國家級教學創新團隊建設，主持數十項城市商業流通規劃和商業企業發展戰略規劃及十餘家老字號品牌戰略研究，參加多項國家產業規劃和行業標準的編制或審定。

第一章 商業進入「雲消費」時代
Chapter One Business Enters the Era of "Cloud Consumption"............... 6
一、 什麼是「雲消費」？
1. What is the "cloud consumption"?.......................................8
二、 「雲消費」的三大基本特徵
2. Three basic characteristics of the "cloud consumption".......................14
三、 「雲消費」時代是一個全產業革命的時代
3. The era of "cloud consumption" is an era of all-industry revolution...............58

第二章 「雲消費」時代帶來新的零售革命
Chapter Two The Era of Cloud Consumption Brings A New Retail Revolution....... 72
一、 「雲消費」時代的新零售革命
1. The new retail revolution in the era of cloud consumption......................74
二、 電子商務、雲計算、大數據應用為「雲消費」時代創造基礎
2. E-commerce, cloud computing, and big data applications create the foundation for the era of cloud consumption...............................................84
三、 「雲消費」時代零售業面臨三大革命性變化
3. The retail industry f

第一章
商業進入「雲消費」時代

Chapter One
Business Enters the Era of“Cloud Consumption”

一 什麼是「雲消費」？
1. What is the「cloud consumption」?

21 世紀以來，隨著現代資訊互聯技術的飛速發展，商業資訊傳遞突破時
空障礙、物流網路逐步實現全通聯，制約消費的一系列障礙正在快速消失，為此，使消費亦得以突破時間、空間的障礙，從而從根本上改變了商業的成長肌理，這使得「雲消費」不僅成為可能，也正在我們眼前發生，成為必然的現實，同時也代表了現代商業的發展走向。如果說，2009 年筆者首次預言「雲消費」時代即將來臨時，「雲消費」還僅僅是對未來的一種判斷，那麼今天，我們已經可以切切實實地感受到「雲消費」給我們生活帶來的全方位的改變。
Since the 21st century, with the rapid development of modern information interconnection technology, commercial information transmission has broken through the obstacles of time and space, and all-pass communication of the logistics network has been gradually coming true. A series of obstacles restricting consumption are rapidly disappearing. For this reason, consumption has also broken through the obstacles of time and space, an event that has fundamentally changed the growth of business. These changes made the 「cloud consumption」possible; are happening before our eyes and become an inevitable reality; and reflect the developmental trend of modern business. If it was merely a judgment on the future when the author predicted for the first time in 2009 that the era of 「cloud consumption」 is coming, then today we can already feel the all-round change in our life brought by the 「cloud consumption」.

什麼是「雲消費」？
What is the "cloud consumption?"

「雲」是指消費者所處的如雲一般無障礙、無邊際、無所不在的消費環境。「雲消費」就是以現代信息互聯技術為基礎，消費者可以透過任意消費終端獲得任何其需要的商品和服務，其接觸的任何有形、無形平臺均能為其提供無縫消費支援。其核心是以消費者需求為主導。
"Cloud" refers to a cloud-like, barrier-free, borderless and omnipresent consumption environment. "Cloud consumption" is based on modern information interconnection technology. Consumers can get any commodity and service they need through any consumption terminal, and any tangible and intangible platform they get in touch with can provide seamless consumption support for them. Its core is oriented towards consumer demand.

當前，我們正面臨一輪真正意義上的零售革命，它打破了零售業業態的界限，打破了虛擬與現實的界限，使有形與無形相融，商流、物流、資訊流交織，改寫了商店的定義，改變了零售的思維。我們認為，正是「雲消費」的發展推進了零售革命，或者說「雲消費」時代帶來新的零售革命。
At present, we are facing a round of real retail revolution, which breaks the boundary of retail industry, breaks the boundary between virtual and reality, makes the tangible and intangible blend and interweaves business, logistics and information flow. It also rewrites the definition of store and changes the thinking of retail. We believe that it is the development of "cloud consumption" that promotes the retail revolution, or the "cloud consumption" era brings a new retail revolution.

「雲消費」在技術層面上表現為三大核心特徵，即體現雲消費發展內涵和容量的「雲內容」，代表「雲消費」終端平臺的「雲終端」，反映「雲消費」的交易形式和支付方式的「雲支付」。
On the technical level, the "cloud consumption" presents three core characteristics, namely "cloud content" that reflects the development connotation and capacity of cloud consumption, "cloud terminal" that represents the terminal platform of "cloud consumption" and "cloud payment" that reflects the transaction form and payment method of the "cloud consumption".

在消費領域，消費突破了傳統店鋪的限制，突破了商品型態的限制，流通的時間障礙、距離障礙、管道環節也已完全突破，呈現出「零時差、零距離、
零管道」之趨勢。
In the consumption field, consumption has broken through the restrictions of traditional shops and the restriction of commodity forms, as well as the time barrier,distance barrier and circulation channel, showing the trend of "zero time difference, zero distance and zero channel".