中国零售消费行业生成式AI及数据应用研究报告

Core Insights - The retail industry is transitioning from high-speed growth to stock competition, necessitating the digital transformation of "people, goods, and venues" through generative AI and data applications [1][2][4] Group 1: Market Dynamics - The retail sector is experiencing intensified competition, requiring companies to leverage digital technologies to enhance sales conversion rates and inventory turnover while reducing operational costs [2][6] - Post-pandemic consumer behavior has shifted towards rationality, prompting businesses to focus on member economies rather than traffic-driven models [4] Group 2: Industry-Specific Trends - In the beauty sector, domestic brands have rapidly increased their market share from 43.7% in 2022 to 55.7% in 2024, utilizing KOL evaluations and UGC content to establish a marketing loop [9] - The footwear and apparel market is facing severe competition, with companies needing to build independent product development capabilities and brand recognition to stand out [11] - The home goods industry is entering a phase of replacement, with companies seeking growth through international expansion and enhanced online-offline integration [14] Group 3: Generative AI and Data Integration - Generative AI's application potential is highly dependent on high-quality, compliant data, with data governance being crucial for establishing this foundation [20] - 71% of companies plan to strengthen data-driven decision-making, with generative AI primarily being implemented in marketing and customer service scenarios [23] - Nearly 90% of companies prefer to collaborate with external service providers for generative AI development, indicating a strong reliance on cloud service providers for comprehensive data and AI solutions [29][30] Group 4: Marketing and Customer Engagement - Over 90% of companies have adopted generative AI in marketing, significantly reducing content production costs and improving sales conversion rates [48][51] - Generative AI enhances customer service efficiency, with over 50% of companies reporting improvements in service quality and reduced reliance on human intervention [53] Group 5: Decision-Making and Governance - 93% of companies are building knowledge bases that cover multiple scenarios, with generative AI aiding in data governance and enhancing decision-making processes [56] - The integration of generative AI and data allows for real-time insights and dynamic responses, shifting decision-making from experience-driven to data-driven approaches [42] Group 6: International Expansion - 93% of retail companies are expanding overseas, focusing on markets with high purchasing power and mature channels, such as the Asia-Pacific and Europe [66] - Generative AI is key in overcoming language and cultural barriers, facilitating localized marketing and efficient customer service for companies entering international markets [69]