中国零售消费行业生成式AI及数据应用研究报告

Core Viewpoint - The retail industry is transitioning from high-speed growth to stock competition, necessitating the digital transformation of "people, goods, and venues" through the integration of generative AI and data applications to reshape growth trajectories [1][2][42]. Group 1: Industry Transformation - The retail sector is experiencing a shift from a demand-driven economy to a member-based economy, with a focus on user retention and value extraction [4]. - Companies need to leverage digital technologies to enhance consumer insights, expand touchpoints, and optimize inventory turnover rates [2][6]. Group 2: Generative AI and Data Integration - Generative AI's application potential is highly dependent on high-quality data, and effective data governance is crucial for maximizing AI value [19]. - 71% of companies plan to strengthen data-driven decision-making, with generative AI primarily deployed in marketing and customer service scenarios [22]. Group 3: Sector-Specific Insights - In the beauty industry, domestic brands have increased their market share from 43.7% in 2022 to 55.7% in 2024, leveraging KOLs and UGC for marketing [9]. - The footwear and apparel sector faces intense competition, requiring companies to build strong product development capabilities and brand recognition [11]. - The home goods industry is shifting towards overseas expansion, with companies focusing on building their own brands rather than just manufacturing [14]. Group 4: Marketing and Customer Engagement - Over 90% of companies have adopted generative AI in marketing, significantly reducing content production costs by approximately 30% [46][49]. - More than 50% of companies have improved customer service efficiency and quality through generative AI, enhancing the overall customer experience [51]. Group 5: Decision-Making and Governance - 93% of companies are building knowledge bases to support data governance, with generative AI facilitating the transition from experience-driven to data-driven decision-making [54]. - The integration of generative AI and data applications is expected to enhance supply chain efficiency by 10%-30% [60]. Group 6: International Expansion - 93% of retail companies are pursuing overseas business, with Asia-Pacific, Europe, and North America as primary targets [64]. - Generative AI is seen as a key tool for overcoming language and cultural barriers, aiding in localized marketing and customer service [67].