场景化零售
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场景、符号、叙事——奢侈品牌以沉浸式创新开启假日季零售新篇
Yang Zi Wan Bao Wang· 2025-12-09 06:22
Core Insights - Luxury brands are increasingly blurring the lines between physical and perceived retail experiences, creating emotional connections with consumers through immersive experiences and innovative retail formats [1][13] Group 1: Brand Innovations - Cartier's holiday light ceremony in Shanghai and Nanjing transforms brand aesthetics into a public celebration, enhancing its cultural presence and emotional resonance [2] - Chanel's immersive "starry night universe" at the Taikoo Li integrates visual, olfactory, and interactive elements, offering a deep brand narrative beyond traditional shopping [4] - Burberry's "scarf car" at Hongqiao Airport exemplifies a flexible, scene-based innovation, embedding its core products in high-traffic travel spaces to redefine brand perception [8] Group 2: Symbolic Integration - The contemporary reinterpretation of classic brand symbols, such as Cartier's leopard and Chanel's five symbols, creates a fantastical holiday narrative that resonates emotionally with consumers [10] - Burberry's approach to symbol integration, like the scarf car and checkered taxis, emphasizes casual encounters with brand elements, reducing cultural barriers and enhancing brand communication [12] Group 3: Market Trends - Leading luxury brands are leveraging systematic experiential innovations and scene penetration to build deeper consumer relationships and brand certainty in an uncertain market [13] - The revival of international travel and the development of the Chinese consumer market are fueling retail innovations that inspire holiday spending and maintain the luxury sector's vitality in a new consumption context [15]
新零售与餐饮供应链的创新实践
Xin Jing Bao· 2025-08-01 10:26
Core Insights - JD.com has launched an innovative dining platform called "JD Seven Fresh Kitchen," leveraging its supply chain to create a transparent kitchen model where customers can observe the cooking process and tools used [1] - The JD Mall store in Beijing's Double Qings has adopted a "home scene" layout, integrating technology with consumer experiences through scenario-based retail [1] - The company has broken its own business boundaries by introducing new brands such as MUJI, Huawei Store, and PAGEONE, injecting differentiated consumer vitality into offline retail in Beijing [1]
乐苍资本亿元投资萝趣科技,共启人工智能场景化零售新蓝海
Sou Hu Cai Jing· 2025-06-04 08:11
Core Insights - Shanghai Lecang Investment Co., Ltd. and Shenzhen Luoqi Internet of Things Technology Co., Ltd. have announced a nearly 100 million RMB equity investment collaboration focused on artificial intelligence applications, instant retail in hotel scenarios, and global supply chain construction [1][8] - The partnership aims to create a technology-driven global convenience travel platform, leveraging Lecang Capital's financial expertise and Luoqi Technology's AI capabilities [3][9] Company Background - Lecang Capital operates as a boutique family office focusing on investment and investment banking, utilizing financial tools like asset mergers and acquisitions and domestic and international listings to create liquidity and excess returns [3] - Luoqi Technology is a "gazelle" enterprise deeply engaged in AI applications, with established capabilities in service robots, AI intelligent networking, and instant retail in hotel scenarios [3][5] Core Business of Luoqi Technology - Luoqi Technology's platform, Ruidigou, has developed three differentiated capabilities: precise targeting in vertical scenarios, an exceptionally fast localized delivery network, and a futuristic layout combining technology and ecology [5] - The platform targets immediate needs of hotel guests and travelers, offering essential travel items and emergency supplies, ensuring 100% compatibility with travel scenarios [6] Strategic Goals and Plans - The collaboration will focus on building a global convenience travel technology platform, with key initiatives including capital operation support, technology and scenario upgrades, and the construction of a global supply chain [8] - Lecang Capital will provide equity cooperation and capital operation support to assist Luoqi Technology in potentially entering the global capital market [8] Market Positioning - Luoqi Technology has successfully established a closed loop of "technology research and development - scenario validation - commercial monetization" through precise positioning in hotel scenarios [9] - The investment from Lecang Capital is seen as recognition of Luoqi Technology's ability to implement AI technology, marking a new paradigm for scaling technology enterprises through the "vertical scenario + AI + capital" model [9]