零售业正在经历一场巨大变革。疫情冲击下，人们对电商的需求急剧增加，同时越来越关注超本地化的零售体验 – 兼具个性化与本土特色并且可以满足当地居民的需求。在这场疫情中异军突起的零售商们更加重视实验性和体验感。

那些居家隔离躺在沙发上无法获得的体验，和那些便捷、能够提供社群归属和探索体验的零售空间会更具吸引力。本期分享，我们将从四个方面与读者共同探讨零售新趋势。

Retail is undergoing a massive transformation. During the pandemic we have seen the tremendous growth of e-commerce alongside of an increased focus on hyper local retail that curates personalized experiences drawing on local talent and catering to local audiences. Retailers who have emerged out of the pandemic are placing a heavier emphasis on experimentation and experience. There's a recognition that customers value certain experiences that can not happen from the couch, and after a year spent in isolation there is a renewed interest in community, convenience, and discovery which retail can so richly provide. In this insights piece we explore four of the retail trends we are seeing across the globe.

疫情减少了人员流动，开启了更多本地生活的可能性，也让“超本地化”的概念开始深入人心。尽管疫情管控逐渐放宽，越来越多的打工人仍表示更愿意线上+线下混合办公，这样便有更多的时间陪伴家人。更多的企业也正在积极作出回应，接受混合办公模式，并将其作为一种后疫情时代的新常态。

Like other trends hyper localism has been around for a while but the pandemic increased its importance as many consumers reduced their mobility and adopted more local lifestyles. And even as lockdown restrictions have begun to lift a growing proportion of workers have expressed a preference for hybrid working that will see them spending more time closer to home. As this inclination sets in more businesses are responding with the acceptance of hybrid as a new norm that is likely to outlast the pandemic.

伴随这种工作生活模式的改变，针对特定区域潜在消费者的超本地化市场策略也在同步更新，以期更好地为需要本地化服务的群体提供他们需要的产品和服务。这也预示着未来几年“超本地化”发展前景大好，并且这种改变也为中央商务区的零售商创造了新的机会，提供更多社区商业所不能提供的独特零售体验。

This has been accompanied by a growth in hyperlocal marketing which targets potential customers present in a specific and limited geographical area. This allows companies to sell their services and products to the people who are searching for local service providers. The mutual growth of both these trends could bode well for hyper localism in the years to come and could create opportunities for retailers in central business districts to create more exceptional and unique retail experiences which cannot be delivered by the hyper local concept.

在数字化主导的零售体验中，品牌有机会直接与消费者进行对话和互动，并在这一过程中塑造品牌形象，建立品牌信任，创造一个有意义，彼此认同的爱好者集群。

In the digital-first experience, brands have a unique opportunity to directly influence their interactions with consumers, shape brand perception, built trust and create a meaningful community of like-minded members.

爱德曼全球信任度调查报告研究了错误信息的传播以及世界各地人们对社会机构和领导者的普遍不信任是如何影响消费者信心的。

研究表明在社会整体信任度下降的情况下，品牌方必须集中精力重建消费者的信心，机会在于如何通过解决当下这个时代面临的信任、福利和安全问题，来践行品牌社会责任，与消费者共情。零售业一直处于文化创新领域的最前沿，现在就是他们再次引领时代的机会。

The Edelman Trust Barometer reveals how an epidemic of misinformation and wide spread mistrust of societal institutions and leaders around the world is affecting consumer confidence and trust. According to the Edelman study and the overall decline in trust brands must focus their efforts on rebuilding trust between themselves and their consumers. There’s an opportunity for brands to lead by example and demonstrate their empathy for consumers by addressing some of the major challenges of our time: trust, wellbeing, and safety. Retail has typically been at the forefront of cultural innovation and here’s anopportunity for them to lead again.

在零售业多元发展的未来，实体空间和数字化体验都需要纳入设计考量。普通消费者不会去关注渠道差异，他们更关注的是品牌体验本身。因此能够适应新市场，拥抱新变化的零售商将会崭露头角。过去几年里，尽管美国和英国的传统零售商以前所未有的速度关闭了诸多实体店铺，但地产界对零售店铺的发展仍保持乐观，他们认为新的线上零售商将替代传统零售商上场。

In the hybrid future of retail both physical and digital experiences need to be considered in the design process. The average consumer doesn’t distinguish between channels and is focused on the overall quality of their brand experience. Retailers who embrace this new norm will succeed in this new reality. And while traditional retailers have closed stores at unprecedentedrates in the UK and the US over the past few years, there is some optimism within real estate that new online retailers will take the place of traditional retail.

零售地产自2000年已经开始疲软，疫情加剧了这种衰退同时也加速了新零售环境的形成，促使地产行业从根本上重新思考新的租赁模式和租金调整，为新兴的、以数字平台为主的品牌提供经济基础。并且随着电商的普及，如果开发商不希望在零售业丧失曾经的辉煌地位，就需要将自己看作另一个消费渠道，重新思考与商户的关系。

此外，零售地产还需要整合新科技和大数据，更好地了解消费人群的构成、行为习惯，并监测每平方米的租金价值。

The pandemic has exacerbated the pain that the retail real estate sector was starting to experience in the 2000’s. And in this new retail environment digitally led brands will expect the real estate sector to make some fundamental changes to how it charges rent and to justify the economics to digital-first brands. With the greater adoption of e-commerce, the real estate sector needs to reposition itself as another consumer channel and rethink its relationship to retail tenants if hopes to slow down the disappearance of retail in previously coveted locations. The retail real estate sector also needs to catch up with the integration of technology and data to better understand their consumer demographics, shopping habits, and to monitor the value of rent persquare meters.

当我们跳出零售空间展望零售业未来发展时，我们还需要考虑品牌背后的企业社会责任对消费者心理的影响，例如品牌在全球气候或公平交易等方面的表现，因为现在的消费者更加关注品牌声誉和自己的购买行为对环境的影响。

As we look to the future of retail beyond the store, we also need to consider the broader context of the twin climate and equity crisis and the ways in which these challenges are affecting the consumer psyche. More than ever before consumers have a heightened awareness of brand reputation and the impact of their purchases on the environment.

海外二手电商平台Depop和贝恩咨询最近发布了一份专题报告：《未来洞察:“Z世代”的同理心、认知力和流动性正在改变传统商业》，其中概述了Z世代是如何产生同理心、自我表达和彼此交流的，以及这对未来品牌意味着什么。报告中指出：

A recent report by Depop and Bain & Company, Futureproof: How Gen Z’s empathy, awareness and fluidity are transforming business as usual, outlines how Gen Z’s mindset is focused on empathy, self-expression, and exchange and what this means for brands.

作为已经习惯在数字世界和现实生活之间无缝切换的一代人，他们很容易能够了解到品牌是否履行了他们的社会承诺。这些年轻的、有影响力的消费者也会越来越多地倾向于选择那些有道德良知的先锋品牌。

As a generation that has accepted the fluidity between their digital and physical lives, they are easily able to track the brands which follow through on their commitments and which brandsfall short. These younger and influential consumers will look increasingly turn to pioneering, purpose-driven brands that are leading the path to more conscientious forms of consumption.

叶浩辉 | Billy Ip

伍兹贝格合伙人、区域商业设计总监

Principal, Asia Sector Leader - Retail

作为屡获殊荣的顶尖商业设计师，叶浩辉先生自2006年加入伍兹贝格后，已成为亚洲最受广泛认可的整合品牌与生活方式的创意设计 师之一。 叶先生拥有超过15年丰富经验，在澳大利亚墨尔本的 奥美公司开启其职业生涯并逐步精通品牌空间设计技能。 他目前担任伍兹贝格亚洲区域商业设计 总监，负责多个著名项目的创意指导及成功交付。 由他领导的项目在全球范围内均获得享誉国际的奖项； 他个人更魅力非凡，分别获颁《透视杂志》建筑/室内设计透视40骄子奖及美国视觉营销和零售设计大奖，表彰其为最优秀及聪颖的年轻设计师之一。

叶先生致力于探索未来商业策略并提供吸引且提高零售者、品牌及用户参与度的设计解决方案，并常常与客户举办创意研讨会，共同挖掘项目的各种潜力。 此外，叶先生更广受业界媒体欢迎，分别在澳大利亚和亚洲的国际设计及房地产行业论坛和会议上获邀担任主讲嘉宾。

With over 15 years of design experience, Billy began his career with Ogilvy and Mather in Melbourne where he developed his skills in branding and spatial design. In 2006 Billy joined Woods Bagot in Asia where he has established himself as one of the most widely recognized names in design innovation for integrated branded and lifestyle environments. He is currently leading regional retail sector with responsibilities for the creative directions and successful deliveries of multiple high-profile projects and is frequently recognized for his works - numbers of his projects got prestigious international awards; amongst personal achievements, he was a nominated recipient of Perspective Magazine's 40 Under 40 Award for architecture/interiors and the Visual Merchandising and Store Design (VMSD) Designer Dozen Award which celebrates the best and brightest young designers. Beside exploring future retail strategies to devise design solutions that delight and engage retailers, brands and end-users alike, he also conducts creative workshop with client groups to unlock potential of projects. Additionally, he is a sought-after expert contributor and a keynote speaker to international design and real estate industry forums and conferences throughout Australia and Asia.

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