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I ka make ʻana o ka e-commerce, kaomi a me ka mortar i kona wahi: Future of retail P3

ʻO David Tal, mea hoʻopuka, Futurist
@KekahaNaipo
LinkedIn

Poakahi, 09/14/2020 - 10:04

I nā makahiki 2010 a pau, ua wānana nā kaukani o nā mea nūpepa ʻenehana i ka pōʻino e hiki mai ana o nā mea kūʻai brick-a-mortar ma nā lima o ka ulu ʻana o ka e-commerce upstarts i kū mai Silicon Valley, New York, a me Kina. A no ka hapa nui o nā makahiki 2010, ua hoʻopuka nā helu i kēia me nā pūnaewele e-commerce e pahū ana i ka loaʻa kālā, aʻo nā kaulahao brick-a-mortar i pani i kahi wahi ma hope o kahi.

Akā i ka pau ʻana o nā makahiki 2010, hoʻomaka kēia mau laina laina e hāʻule ma lalo o ke kaumaha o kā lākou hype.

He aha i hana ai? ʻAe, no ka mea hoʻokahi, ua naʻauao nā ʻoihana piliki a me nā mortar e pili ana i ka digital a hoʻomaka i ka hoʻopukapuka nui ʻana i kā lākou mau makana e-commerce, e hoʻonui ana i ka hoʻokūkū ma ka mākeke kikohoʻe. Eia nō naʻe, ʻoi aku ka nui o nā mea kūʻai aku e like me Amazon i nā ʻāpana o nā mea kūʻai aku kikohoʻe, me ka hoʻolaha ʻana i ka hoʻouna manuahi, a laila e ʻoi aku ka maikaʻi o nā e-commerce upstarts e komo i ka mākeke. A ʻo nā mea kūʻai pūnaewele, ma ka laulā, hoʻomaka ka nalo ʻana i ka hoihoi i nā mea kūʻai e-commerce e like me nā pūnaewele kūʻai uila (Groupon) a ma kahi liʻiliʻi loa, nā pūnaewele inoa inoa.

Hāʻawi ʻia i kēia mau hiʻohiʻona e kū nei, he aha ke ʻano o ke kumu hoʻohālike hou no nā hale kūʻai i nā makahiki 2020?

Hoʻololi ʻo Brick a me Mortar i Click and Mortar

Ma waena o 2020 a me 2030, e kūleʻa nā mea kūʻai aku i ka hoʻomaʻamaʻa ʻana i ka hapa nui o kāna mau mea kūʻai aku e hana i ka hapa nui o kā lākou kūʻai ʻana i kēlā me kēia lā ma ka pūnaewele. ʻO ia ke ʻano o ka hapa nui o nā poʻe ma ka honua hoʻomohala e hoʻōki i ke kūʻai ʻana i nā mea maʻamau i ke kino a kūʻai wale i nā "makemake."

ʻIke ʻoe i kēia me nā mea kūʻai kālā i loko o ka hale kūʻai i kekahi manawa e hāʻawi iā ʻoe i nā coupons pūnaewele i hoʻopaʻa ʻia i mua o kāu loaʻa a i ʻole e hāʻawi iā ʻoe i kahi hoʻemi 10% inā ʻoe e kau inoa no kā lākou e-newsletter. Soon, retailers 'mua headache o hōʻikeʻike e hoʻohuli ʻia i ka wā e oʻo ai lākou i kā lākou e-commerce platform a paipai ikaika i nā mea kūʻai aku e kūʻai i kā lākou huahana ma ka pūnaewele i loko o ka hale kūʻai (wehewehe ʻia ma mokuna elua o keia moolelo). ʻO ka ʻoiaʻiʻo, ua ʻike nā haʻawina ʻoi aku ka nui o nā mea kūʻai aku e kūʻai kino i ka nui o ka launa pū ʻana me ka noiʻi ʻana i ka ʻike pūnaewele o ka hale kūʻai.

Ma ka waena o 2020s, e hoʻomaka ana nā mea kūʻai aku kiʻekiʻe e hoʻolaha i nā hanana kūʻai kūʻai ma hope o ka Kalikimaka. ʻOiai e hui pū ʻia nā hopena kūʻai mua, ʻo ke komo nui ʻana o ka ʻike moʻokāki mea kūʻai aku a me ke kūʻai ʻana i ka ʻikepili e hōʻike ʻia he mine gula no ka kūʻai ʻana i ka wā lōʻihi. Ke hiki mai kēia kuhi, e hoʻololi hope nā hale kūʻai brick a me ka mortar mai ka lilo ʻana i iwi hope kālā o ka mea kūʻai aku i kāna mea hana hōʻailona nui.

ʻO ka mea nui, e lilo nā mea kūʻai nui a pau i ʻoihana e-commerce piha ma mua (loaʻa-pono) akā e mālama i kahi hapa o kā lākou hale kūʻai i wehe mua ʻia no ke kūʻai aku ʻana a me nā kumu kūʻai aku. Akā ke waiho nei ka nīnau, no ke aha e hoʻopau ʻole ai i nā hale kūʻai?

ʻO ke ʻano he mea kūʻai aku ma ka pūnaewele wale nō:

* ʻO ka hoʻemi ʻana i nā kumukūʻai paʻa - ʻoi aku ka liʻiliʻi o nā wahi pōhaku a me ka pahū ʻana, ʻo ia ka uku ʻana i ka hoʻolimalima liʻiliʻi, uku uku, ʻinikua, hoʻolālā hou o ka hale kūʻai i ka wā, a pēlā aku;

*He hoʻonui i ka helu o nā huahana hiki ke kūʻai aku ma ka pūnaewele, kūʻē i nā palena o nā kiʻi kiʻi kiʻi kiʻi i loko o ka hale kūʻai;

*He loko wai kūʻai palena ʻole;

*He hōʻiliʻili nui o ka ʻikepili o nā mea kūʻai aku i hiki ke hoʻohana ʻia no ka mākeke a kūʻai aku i nā mea kūʻai aku i nā huahana hou aku;

*A ʻo ka hoʻohana ʻana i ka hale kūʻai ʻokoʻa piha o ka wā e hiki mai ana a me nā ʻāpana hoʻoili ʻāpana hiki ke lilo i mea maʻalahi loa.

I kēia manawa, ʻoiai ua maikaʻi a maikaʻi kēia mau helu, i ka hopena o ka lā, ʻaʻole mākou he robots. He leʻaleʻa kūpono ke kūʻai ʻana. He hana pilikanaka. ʻO ka mea nui aʻe, ma muli o ka nui, pili pili (e noʻonoʻo i nā mea hana), a me ke kumukūʻai o ka huahana, makemake nā kānaka e ʻike a kamaʻilio me nā mea a lākou e kūʻai ai ma mua o ka kūʻai ʻana. ʻOi aku ka hilinaʻi o nā mea kūʻai aku i nā hōʻailona i loaʻa kahi hale kūʻai kino hiki iā lākou ke kipa a launa pū me.

No kēia mau kumu a me nā mea hou aʻe, ma mua o nā ʻoihana pūnaewele wale nō, e like me Warby Parker a Amazon, ua wehe i ko lakou mau halekuai pohakulepo, a ua loaa ka pomaikai me lakou. Hāʻawi nā hale kūʻai brick a me ka palaki i nā brand i kahi mea kanaka, kahi ala e hoʻopā ai a manaʻo i kahi hōʻailona ma ke ala e hiki ʻole ai i kahi pūnaewele ke hāʻawi. Eia kekahi, ma muli o kou wahi e noho ai a me ka hiki ʻole o kāu mau hola hana, hana kēia mau wahi kino i mau kikowaena kūpono e kiʻi i nā huahana āu i kūʻai ai ma ka pūnaewele.

Ma muli o kēia ʻano, ʻokoʻa loa kāu ʻike ma kahi hale kūʻai kūʻai hope o 2020s ma mua o kēia lā. Ma kahi o ka nānā ʻana i ke kūʻai aku ʻana iā ʻoe i kahi huahana, e kālele ana nā mea kūʻai aku i ke kūʻai aku ʻana iā ʻoe i kahi hōʻailona a me ka ʻike pilikanaka i loaʻa iā ʻoe i kā lākou hale kūʻai.

E ʻoi aku ka maikaʻi o ka hoʻolālā ʻana o nā hale kūʻai a ʻoi aku ka pipiʻi. E hōʻike nui ʻia nā huahana. E hāʻawi maikaʻi ʻia nā laʻana a me nā swag manuahi ʻē aʻe. ʻO nā hana ma loko o ka hale kūʻai a me nā haʻawina pūʻulu e hoʻolaha pololei ana i ka brand hale kūʻai, kona moʻomeheu, a me ke ʻano o kāna mau huahana. A no ka ʻelele o ka mea kūʻai aku (nā hale kūʻai hale kūʻai), e hoʻokolokolo like ʻia lākou ma ke kūʻai ʻana a lākou e hana ai, a me ka helu o nā pānaehana kaiapili i loko o ka hale kūʻai a me nā ʻōlelo aʻoaʻo memo a lākou e hana ai.

ʻO ka holoʻokoʻa, ʻo ke ʻano o nā makahiki he ʻumi e hiki mai ana e ʻike i ka banekorupa o ka e-commerce maʻemaʻe a me nā pahu pōhaku maʻemaʻe a me ka mortar. Ma ko lākou wahi, e ʻike mākou i ka piʻi ʻana o nā hōʻailona 'click and mortar', ʻo ia nā hui hybrid e kūleʻa ana i ka ʻokoʻa ma waena o ka e-commerce a me nā kūʻai kūʻai kūʻai kūʻokoʻa.

ʻO nā lumi kūpono a me ke kaomi a me ka mortar e hiki mai ana

ʻO ka mea kupaianaha, ma ka waena o 2020s, e lilo nā lumi kūpono i hōʻailona o ke kaomi a me ka mortar retail revolution.

No nā brand fashion, ʻoi aku ka nui, e lilo nā lumi kūpono i wahi kiko o ka hoʻolālā hale kūʻai a me nā kumuwaiwai. E ulu nui lākou, ʻoi aku ka nani a ʻoi aku ka nui o ka ʻenehana i hoʻopili ʻia i loko o lākou. Hōʻike kēia i ka ulu ʻana o ka mahalo i ka nui o ka hoʻoholo kūʻai kūʻai ʻana i hana ʻia i loko o ka lumi kūpono. Ma laila kahi e kūʻai aku ai, no laila no ke aha e noʻonoʻo hou ai i ka makemake o ka mea kūʻai aku?

ʻO ka mea mua, koho i nā hale kūʻai kūʻai e hoʻonui i kā lākou lumi kūpono me ka pahuhopu e kiʻi i kēlā me kēia mea kūʻai aku e hele i loko o kā lākou hale kūʻai e komo i kahi lumi kūpono. Hoʻohui paha kēia nā pale kūʻai hiki ke nānā ʻia kahi e hiki ai i nā mea kūʻai ke koho i nā lole a me nā nui a lākou e makemake ai e hoʻāʻo. A laila e koho kekahi limahana i nā lole i koho ʻia a laila e kikokiko i ka mea kūʻai aku i ka wā i mākaukau ai ko lākou lumi pono me ko lākou mau lole i hoʻonohonoho pono ʻia no lākou e hoʻāʻo ai.

E kālele ana nā mea kūʻai aku i ka ʻano pilikanaka o ke kūʻai ʻana. Kūʻai nā wāhine i nā hui, koho i nā ʻāpana lole he nui e hoʻāʻo ai, a (e pili ana i ka waiwai o ka lole) hiki ke hoʻolimalima i ʻelua hola i loko o ka lumi kūpono. He manawa nui ia i loko o ka hale kūʻai, no laila e hoʻolilo nā brand i ka hōʻoia ʻana ua hoʻopau ʻia ka hoʻolaha ʻana i ka brand ma kahi mālamalama maikaʻi - e noʻonoʻo i nā moena nani, nā kāʻei kiʻi kiʻi nani no nā lole instagraming, a me nā mea hōʻoluʻolu paha.

Hiki i nā keʻena kūpono ʻē aʻe ke loaʻa nā papa i kau ʻia ma ka paia e hōʻike ana i ka papa inoa o nā hale kūʻai, e ʻae ana i nā mea kūʻai aku e ʻimi i nā lole hou aʻe, a me ka paʻi ʻana i ka pale, e haʻi aku i nā mea kūʻai aku e lawe mai i nā lole hou aʻe e hoʻāʻo ai me ka haʻalele ʻole i ka lumi kūpono. A ʻoiaʻiʻo, hiki i kēia mau papa ke kūʻai koke i nā lole, ma kahi o ka mea kūʻai aku e hele a kali i ka laina ma ka cashier ma hope o ka hoʻāʻo ʻana i nā lole.

ʻAʻole e haʻalele koke ka hale kūʻai kūʻai

E like me ka mea i ʻōlelo ʻia ma mua, ua wānana ka poʻe pundits i nā makahiki 2010 i ka hāʻule ʻana o nā hale kūʻai kūʻai, me ka hāʻule ʻana o nā kaulahao pōhaku lepo. A ʻoiai he ʻoiaʻiʻo ua pani ʻia nā hale kūʻai he nui ma ka hapa nui o ʻAmelika ʻAmelika, ʻo ka ʻoiaʻiʻo aia ka hale kūʻai kūʻai ma aneʻi e noho ai, ʻoiai ʻo ka nui o ka e-commerce. A ʻaʻole ia he mea kupanaha. Ma nā kūlanakauhale he nui a me nā kaiāulu, ʻo ka hale kūʻai ke kikowaena kaiāulu waena, a ma nā ʻano he nui, he mau kikowaena kaiāulu pilikino lākou.

A i ka hoʻomaka ʻana o ka poʻe kūʻai kūʻai e kālele ana i kā lākou mau hale kūʻai ma ke kūʻai ʻana i nā ʻike brand, e kākoʻo nā hale kūʻai noʻonoʻo mua loa i kēlā neʻe ʻana ma o ka hāʻawi ʻana i nā ʻike macro e kākoʻo ana i nā ʻike brand i hana ʻia i loko o nā hale kūʻai a me nā hale ʻaina e noho ana. Loaʻa kēia mau ʻike macro i nā hiʻohiʻona e like me nā hale kūʻai e hoʻonui ana i nā mea hoʻonaninani i ka wā hoʻomaha, e ʻae a i ʻole e uku no ka "spontaneous" social media-shareable. nā hanana hui, a hoʻokaʻawale i kahi ākea no nā hanana kaiāulu ma kona wahi-e noʻonoʻo i nā mākeke mahiʻai, nā hōʻikeʻike kiʻi, yoga doggy, etc.

E hoʻohana pū nā hale kūʻai i ka polokalamu kūʻai i ʻōlelo ʻia ma mokuna ekahi o kēia pūʻulu e ʻae i nā hale kūʻai pākahi e ʻike i kāu mōʻaukala kūʻai a me nā maʻamau. Eia nō naʻe, e hoʻohana nā hale kūʻai i kēia mau polokalamu e nānā i ka nui o kāu kipa ʻana a me nā hale kūʻai a i ʻole hale ʻai āu e kipa nui ai. ʻO ka lua āu e hele ai i loko o kahi "mall mall" e hiki mai ana, e hoʻomaopopo ʻia ʻoe ma kāu kelepona a i ʻole nā aniani ʻoiaʻiʻo i hoʻonui ʻia e pili ana i ka wehe ʻana o ka hale kūʻai hou, nā hanana mall, a me nā kūʻai kikoʻī e hoihoi paha iā ʻoe.

Ma kahi papa haʻahaʻa, ma nā makahiki 2030, e hoʻopaʻa ʻia nā pā a me nā papahele i nā pā hale kūʻai i hoʻopaʻa ʻia me nā hōʻike kikohoʻe e holo ana i nā hoʻolaha pāʻoihana (a i ʻole nā kuhikuhi hale kūʻai) a hahai (a alakaʻi paha) iā ʻoe ma nā wahi āu e hele ai ma waena o ka hale kūʻai. No laila hoʻomaka ka makahiki o ka hoʻolaha hoʻolaha hoʻolaha pūnaewele e komo ana i ka honua pahemo.

Hoʻopili nā mea hoʻonani nani i nā pōhaku lepo a me ka moka

E like me ka nui o nā ʻano i hōʻike ʻia ma luna nei i ka hoʻohui nui ʻana ma waena o ka ʻike kūʻai hale kūʻai a me ka e-commerce, e koho kekahi mau mea kūʻai aku e kūʻē i ka palaoa. ʻO ke kikoʻī, no nā hale kūʻai kiʻekiʻe-ʻo kēlā mau wahi kahi o ke kumu kūʻai o kahi kau kūʻai maʻamau ma kahi o $10,000-ʻaʻole e loli iki ka ʻike kūʻai a lākou e hoʻolaha nei.

ʻAʻole hoʻolilo nā hale kūʻai nani a me nā hale kūʻai i kā lākou mau piliona ma ka nui e like me nā H&M a i ʻole nā Zara o ka honua. Hana lākou i kā lākou kālā ma muli o ka maikaʻi o nā manaʻo a me nā ʻano nohona a lākou e hāʻawi ai i nā mea kūʻai aku kiʻekiʻe i kūʻai aku i kā lākou huahana waiwai.

ʻOiaʻiʻo, e hoʻohana lākou i ka ʻenehana kiʻekiʻe e nānā i ka hana kūʻai ʻana o kā lākou mea kūʻai aku a aloha i nā mea kūʻai aku me ka lawelawe pilikino (e like me ka mea i hōʻike ʻia ma ka mokuna hoʻokahi o kēia pūʻulu), akā ʻo ka hāʻule ʻana o $50,000 ma kahi ʻeke lima ʻaʻole ia he hoʻoholo ma ka pūnaewele. ʻO ia ka hoʻoholo ʻana i nā hale kūʻai nani e hiki ai i ke kanaka. ʻO ka ʻoiaʻiʻo, ʻo kahi noiʻi a Euromonitor e hōʻike ana he 94 ka nui o nā kūʻai kūʻai maikaʻi honua āpau e kū nei i loko o ka hale kūʻai.

No kēia kumu, ʻaʻole e lilo ka e-commerce i mea nui no nā mea kiʻekiʻe, nā mea kūʻokoʻa. Kūʻai nui ʻia ka waiwai kiʻekiʻe e nā kākoʻo i koho ʻia a me ka ʻōlelo waha ma waena o nā papa kiʻekiʻe. A hoʻomanaʻo, ʻaʻole kūʻai ka poʻe waiwai nui ma ka pūnaewele, loaʻa iā lākou nā mea hoʻolālā a me nā mea kūʻai aku e hele mai iā lākou.

ʻO ka ʻehā a me ka hapa hope o kēia kaʻina kūʻai kūʻai e hiki mai ana e kālele ana i ka moʻomeheu mea kūʻai ma waena o nā makahiki 2030 a me 2060. Ke nānā lōʻihi nei mākou i nā ʻano o ke kaiāulu, ka hoʻokele waiwai, a me ka ʻenehana e hoʻohālikelike ai i kā mākou ʻike kūʻai e hiki mai ana.