Mr. Huang Chengming, the retail data analysis researcher, is the next guest. This time he brought the interpretation of the “Opinions on Promoting the Physical Retail Innovation†of the State Council’s General Office. His speech topic is: The impact of e-commerce on physical retailing The challenges and changes. Good at data analysis Mr. Huang Chengming first brought a set of data: total retail sales of social consumer goods exceeded 33.2 trillion yuan, a year-on-year increase of 10.4%, and China's online retail transaction volume reached 5.2 trillion yuan, a year-on-year increase of 26.2%, and physical goods network sales. Nearly 4.2 trillion yuan, accounting for 12.6% of the total retail sales of consumer goods, this speech is to use data to speak. Keywords: Transformation From the sales of goods to the direction of production and innovative lifestyle changes, from extensive development to focus on the transformation of quality and efficiency, from the decentralized and independent competition to the integration of new ecological transformation. Keywords: Adjustment of commercial structure Adjust regional structure, adjust structure of business, adjust commodity structure Keywords: Innovation and development Innovative management mechanism, innovative organizational form, innovative service experience Mr. Huang Chengming stated that the new type of retail relationship is a sharing of information, sharing of benefits and sharing of risks. In the future, the retailer brand will be pulled onto a platform, and the material resources will be open in both directions. Encourage the use of the Internet to enhance the service experience. Keywords: Promotion of cross-border fusion Mr. Huang Chengming believes that the integration of online and offline is a trend. Through strategic cooperation, cross-shareholdings, mergers and acquisitions, etc. to establish a new retail main body. We have different platforms. The old retail is going it alone. Now it is the development of the platform economy, and we can achieve multi-domain integration. The integration of domestic and foreign trade encourages the domestic trade market to cultivate foreign trade and encourage Chinese companies to go global. Keywords: Optimize the development environment Avoid redundant construction, strengthen online store planning, promote simple administration and decentralization, set aside restrictions for shop decoration on the street, and cancel redundant store interior approval procedures. Mr. Huang is very interested in the restrictions on lending outdoor marketing activities. For us, retail outlets are the centerpiece. The retail marketing will be even more abundant. In the future more innovative technologies will be developed in more ways. Whoever takes the lead will seize the opportunity. Keywords: strengthening policy support Reducing corporate tax burdens, financial and financial support, and innovative service institutions, including the development of smart stores and smart business districts. Keywords: Outdoor brand opportunity points With a wide range of products in the market, there is plenty of room for outdoor crowds to develop, and there is plenty of room for purchasing power. As a beneficiary of new lifestyles for innovative lifestyles, outdoor brands are an important link, an important part of the retail ecosystem, and the best social media economy. The category is the best way to detonate social media. Keywords: Online versus offline advantages Information flow, commodity flow, and capital flow are all online advantages, but they have the advantages of logistics, service, and experience. The integration of online and offline is the cooperation mode that the State Council looks forward to. People and goods are reconstructed in a retail manner, integrating people: sales systems, flow systems, and service systems; the aspects of goods, the unification of price systems, and the opening of inventory systems (including the opening of offline store inventory). Product category synchronization. The aspects of the field include the integration of sales channels, the retail ecosystem, the integration of information systems, and the integration of member data. Keywords: The Future of Fusion The proportion of transactions outside the stores will increase, and the situation in which stores and regions were previously used has broken through; the proportion of virtual product transactions will increase; the proportion of service products will increase, and the buying services will be very large. It's common to see a car wash at home. Keywords: innovation trial and error platform Mr. Huang Chengming said that companies can not do without innovation, but have we used innovation as a driving force for the advancement of enterprises? The market can't accept it. Everyone likes it or not. The biggest advantage of the Internet is that it minimizes our trial and error costs. We can't wait until the internet age. We first need to find stores and areas to test, so I can push it. This is a platform world. There will be more platforms in the future. We need to change ourselves. How do we do it? Then it is to platform itself or enter others' platform. 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