未来零售的竞争，将是用户体验、运营效率以及经营模式的多维度竞争。而门店数字化将在以上维度帮零售企业构筑全新竞争力 。
苏宁作为中国领先的零售企业，是线上线下融合的典型企业。
苏宁早年就正式启了数字化经营的历程，进行互联网转型，并与IBM基于苏宁复杂的零售业态在业内首次提出中台概念，来承载苏宁线上线下多业态、多场景的的数字化需求。
如今，苏宁实现了一体两翼三云多端，形成以苏宁易购APP、苏宁广场、苏宁小店为主的场景互联网平台，以家乐福、苏鲜生为主的商超平台，以母婴苏宁红孩子、家居家用苏宁极物、娱乐休闲苏宁影城、内容服务PP体育、生活服务苏宁生活帮等垂直业态的平台，以及基于社交的互动营销工具苏宁拼购、苏宁推客等，来满足消费者无时无刻的个性化品质化的需求。
在门店的全链路数字化的实现道路上，苏宁通过场景、覆盖客群及线上业态的匹配层面，从开店选址、进店、逛店及销售后等维度为触点精细化地落地数字化能力。数字化转型网www.szhzxw.cn
在开店规划层面，分为智慧选址与商品规划两大维度，首先进行商圈的数据分析、人口分布制定选址算法模型；
其次，在商品规划层面基于供应链管理与周边数据的复盘，所在地消费需求、客群属性、应季商品周期管理，实现SKU的智慧化供应，配合云仓等数字化技术，大幅提升门店坪效。
在进店、逛店场景设计层面，从吸引客流、用户识别、用户标签数据分析等维度切入，以实现流量的有效经营和变现；
另外，将购物流程进行无人化、虚拟化、智能化，在提升体验的同时充分采集用户数据，最终反向指导门店的流程设计、管理及运营策略。数字化转型网www.szhzxw.cn
最后在用户离店后，其在门店产生的消费数据及行为数据将被进行深度分析以指导后续的经准营销及运营决策。
以无人店苏宁GO为例消费者通过扫码或者刷脸进店，拿取商品时机器视觉识别、摘机系统、称重货架等都会自动识别商品，并将信息反馈收银系统，其次商品智能盘点可以实现商品的自动补货等等，在消费者拿好商品后，只需要刷脸就可以完成支付。数字化转型网www.szhzxw.cn
双十一期间，苏宁重点强调场景零售，并推出“1小时场景生活圈”的概念。这是基于苏宁智慧零售多业态部署，多层次渠道网络布局可以为消费者提供“随时到你”的触点。
在这背后，我们也可以看出，苏宁线下业态的数字化布局，实现了线上线下的场景、服务融合，让线上线下成为相互的延伸，一方面为消费者提供了极致的消费体验，另一方面为零售行业的降本增效提供了可借鉴的范本。
未来的零售以数字化经营为主要特点，竞争将是围绕用户体验、运营效率及运营模式的多维度竞争，数字化门店将是零售企业的多维度构筑全新竞争力的关键。数字化转型网www.szhzxw.cn
对于传统中小微商家来说，暂且不论能否拥有苏宁的数字化执行力，但且从长远发展来看，数字化转型是趋势，不可阻挡。
翻译：
The future retail competition will be the multi-dimensional competition of user experience, operation efficiency and business model. Store digitization will help retail enterprises build new competitiveness in the above dimensions.
As a leading retail enterprise in China, Suning is a typical enterprise integrating online and offline.
Suning formally started the process of digital operation in the early years, carried out Internet transformation, and proposed the concept of middle Taiwan for the first time in the industry with IBM based on Suning’s complex retail formats, so as to carry the digital demands of Suning’s online and offline multi-formats and multi-scenes.数字化转型网www.szhzxw.cn
At present, Suning has realized one body, two wings, three clouds and many ends, forming a scene Internet platform mainly dominated by Suning Shopping APP, Suning Plaza and Suning store, a supermarket platform mainly dominated by Carrefour and Su Xiansheng, a vertical business platform including maternal and child Suning Red children, home Suning Jiwu, entertainment and leisure Suning Cinema, content service PP sports, life service Suning Lifestyle. And social interactive marketing tools such as Suning Online Shopping and Suning Twitter, etc., to meet the needs of consumers for personalized quality all the time.
On the road to the realization of full-link digitalization of stores, Suning uses the matching level of scene, covered customer group and online business form, and from the dimensions of store selection, store entry, shop visit and post-sales, etc., as the touch point of digitalization.
On the road to the realization of the full-link digitalization of stores, Suning has implemented the digitalization capability in fine detail.
At the level of store planning, it is divided into two dimensions: intelligent location and commodity planning. Firstly, the data analysis and population distribution of the business area are carried out to develop the location algorithm model.数字化转型网www.szhzxw.cn
Secondly, at the level of commodity planning, based on supply chain management and peripheral data recovery, local consumer demand, customer attributes and seasonal commodity cycle management, intelligent supply of SKUs can be realized, and digital technologies such as cloud warehouse can be used to greatly improve the floor efficiency of stores.
In the aspect of scene design of in-store and window-shopping. It starts from the dimensions of attracting customer flow, user identification and user label data analysis. So as to realize effective operation and realization of traffic.
In addition, the shopping process will be unmanned, virtualized and intelligent. And user data will be fully collected while improving the experience. Finally, the process design, management and operation strategy of the store will be guided in reverse.
Finally, after users leave the store, their consumption data and behavior data generated in the store will be deeply analyzed to guide the subsequent approved marketing and operation decisions.
Take Suning GO, an unmanned store, as an example.
When consumers enter the store by scanning codes or brushing their faces, machine vision recognition, picking up system, weighing shelves and so on will automatically identify the goods and feed the information back to the cashier system. Secondly, intelligent commodity inventory can realize automatic replenishment of goods, etc. After consumers take the goods, they only need to swipe their faces to complete payment.
During Singles’ Day, Suning focused on scene retail and launched the concept of “one-hour scene life circle”. This is based on Suning smart retail multi-format deployment, multi-level channel network layout can provide consumers with “anytime to you” contact points.数字化转型网www.szhzxw.cn
Behind this, we can also see that the digital layout of Suning’s offline business forms has realized the integration of online and offline scenes and services, making online and offline become mutual extension. On the one hand, it provides consumers with extreme consumption experience. And on the other hand, it provides a reference model for the retail industry to reduce costs and increase efficiency.
In the future, the main feature of retail is digital operation. The competition will be multi-dimensional competition centering on user experience, operation efficiency and operation mode. Digital stores will be the key for retail enterprises to build new multi-dimensional competitiveness.
For traditional small, medium and micro businesses, regardless of whether they can have the digital executive power of Suning. But in the long run, digital transformation is the trend and cannot be stopped.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：知乎；编辑/翻译：数字化转型网宁檬树。
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