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".

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」...

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 faces three revolutionary changes in the era of cloud consumption..145

第三章 「雲消費」時代的主流消費模式
Chapter Three The Mainstream Consumption Patterns in the Era of Cloud Consumption.162
一、 從消費行為的變化看生活方式的改變
1. Looking at lifestyle changes through changes in consumption behavior............165
二、 「雲消費」時代的主流消費模式——體驗化、個人化、社群化、即時化
2. The mainstream consumption pattern in the era of cloud consumption—experiencing, personalization, community and real-timed...............................189

第四章 「雲消費」時代交易模式的根本性變化
Chapter Four Fundamental Changes in the Transaction Patterns in the Era of Cloud
Consumption....................................... 238
一、 不同經濟發展階段交易模式的變化
1. Changes in transaction patterns in different stages of economic development........240
二、 「雲消費」時代的P2P 模式
2. The P2P mode in the era of cloud consumption............................252
三、 「雲消費」時代小微企業成長空間增強
3. The growth of small and micro enterprises in the era of cloud consumption.........264

第五章 「雲消費」時代傳統零售業的變革
Chapter Five The Change of Traditional Retail Industry in the Era of Cloud Consumption.286
一、 危機與挑戰
1. Crises and challenges.............................................288
二、 零售商的應對
2. Retailers’ reponse................................................307
三、 問題與對策——零售商的出路
3. Problems and countermeasures-the way out for retailers......................375

第六章 「雲消費」時代零售業的發展方向
Chapter Six The Development Direction of the Retail Industry in the Era of Cloud Consumption.402
一、 創新個性化商業
1. Innovation in personalized business....................................405
二、 從經營商品轉變為經營生活方式
2. Shifting from commodity operation to lifestyle operation......................421
三、 從向消費者銷售轉變為消費者俱樂部的成員
3. Shifting from a seller to a member of the consumer club......................432
四、 從整合供應鏈轉變為整合需求鏈
4. Shifting from an integrated supply chain to an integrated demand chain...........437
五、 善於「雲整合」資源 提升發展速度
5. The "cloud integration" of resources improves development speed...............451
六、 從大企業化向輕量化轉型
6. Tansforming from a large enterprise to a light one..........................458

第七章 「雲消費」時代超市業的變革與探索
Chapter Seven The Reform and Exploration of the Supermarket Industry in the Age of Cloud
Consumption.................................. 464
一、 超市業面臨系列變革
1. The supermarket industry faces a series of changes.........................468
二、 超市業發展的重點領域
2. Key developmental areas of supermarket industry development.................489

第八章 「雲消費」時代城市生活服務業的重構
Chapter Eight Reconstruction of Urban Life Service Industry in the Era of Cloud Consumption. 498
一、 「雲消費」時代對傳統城市生活服務業的挑戰
1. The challenges for the traditional urban life service industry in the era of cloud
consumption....................................................501
二、 「零距離、雲服務」——「雲消費」時代城市生活性服務業的發展方向
2. Zero Distance and Cloud Service——The Development Direction of Urban Life Service Industry in the Age of Cloud Consumption................................515
三、 城市生活性服務業創新與探索借鑑
3. Innovation and exploration of urban life service industry......................533
四、 實施建議
4. Implementation Suggestions.........................................563

後 記Afterword..............................................569

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
Ch...