第二类，是心怀文艺情怀的理想主义者。他们无比怀念传统市集的热闹喧嚣，以及人与人之间那份真诚的交流和互动，觉得冰冷的屏幕隔绝了人情味。 第三类，是部分感受到巨大竞争压力的实体商家。在数字化浪潮的冲击下，他们面临着客源流失、经营成本上升等诸多挑战，因此希望能够削弱线上渠道的 影响力。 夕阳西下，我结束了一天的工作，踏着熟悉的街道往家走。刚拐进小区门口那条老街，就看到一群老街坊围在一个小摊前，谈笑风生。走近一看，原来是热 心的李叔，只见他手舞足蹈，声情并茂地说道："现在这些年轻人啊，真是离了外卖就不能活，什么都网上买，你看把咱这市场都搞得冷冷清清的。我说 啊，得管管这些平台，还是得让大家多来实体店逛逛，找回点儿人间烟火气！" 李叔的话，引起了我的沉思。其实，类似的声音在社交媒体上并不鲜见，总有人认为数字经济正在"蚕食"我们的传统生活。那么，究竟是谁在呼吁"取缔外 卖，关闭电商"？他们的担忧，又是否真的站得住脚呢？ 让我们先来看一组数据。根据中国电子商务研究中心的最新统计，截至2025年第二季度，我国网络零售市场规模已经突破了惊人的14.5万亿元，同比增长高 达13.2%。外卖平台的活跃用户数量更是达到了8.5亿，日 ...

Core Viewpoint - The government is focusing on optimizing existing commercial real estate to support the development of the实体商业 sector through detailed surveys and data collection [1] Group 1: Government Initiatives - The Ministry of Commerce announced plans to refine surveys to understand the existing commercial real estate inventory and support the revitalization of these spaces [1] - The Ministry of Natural Resources has initiated urban land monitoring in 297 cities, collecting data on retail commercial locations and land use to aid in planning and regulation [1] Group 2: Urban Planning and Development - The government encourages a mix of commercial functions such as retail, dining, and leisure with residential areas to create 15-minute community living circles, optimizing the scale, structure, and layout of commercial land [1] - Supportive policies will be available for utilizing existing commercial properties for new business models, online-offline integration, and logistics projects, allowing for a five-year transitional period for land use [1]

Core Insights - The retail sector is facing unprecedented challenges in 2025, including reduced foot traffic, increased customer acquisition costs, and intense price competition, leading to a situation where businesses struggle to attract customers and maintain profitability [1] - The "Store Model" 3.0 has emerged as a transformative solution, integrating social purchasing and precise customer retention strategies, resulting in significant sales increases for over 200 stores [1][2] - The success of the 3.0 version lies in its innovative approach, which optimizes algorithms, upgrades incentive systems, and fosters deep collaboration among merchants, addressing the sustainability issues of previous models [1][2] Group 1: "Store Model" 3.0 Innovations - The "全民拼购" (Universal Group Buying) mechanism transforms users from consumers to promoters, creating a viral marketing effect that significantly reduces customer acquisition costs [2][4] - The "排队免单" (Queue for Free) mechanism encourages repeat purchases by allowing customers to enter a queue for potential refunds after each purchase, enhancing customer retention and creating a buzz around the store [4][5] - The model promotes a win-win situation for all parties involved: merchants reduce acquisition costs and increase repeat purchases, customers enjoy better deals and experiences, and platforms gain stable revenue through transaction sharing [5][6] Group 2: Market Impact and Future Outlook - The combination of social sharing and precise customer retention is reshaping the competitive landscape of the retail industry, moving away from short-term price wars to a focus on sustainable profit generation [6] - The innovative retail ecosystem is rapidly forming, favoring those who embrace change and innovation, indicating a significant shift in consumer behavior and business strategies [6]

Core Viewpoint - Digital empowerment has become the core driving force for the high-quality development of physical commerce, reshaping growth models in the data-driven era [1][2][3] Group 1: Research Significance - The study focuses on the practice of digital empowerment in physical commerce and the key role of the Wanda Smart Business Platform in industry transformation [1] - It aims to provide strong support for brand merchants to optimize operational models and enhance market competitiveness, while offering forward-looking insights for industry decision-makers and investors [1] Group 2: Current Status and Challenges - The report analyzes the current status, challenges, and development paths of digital empowerment in physical commerce, showcasing how digital technology aids in transformation and upgrade [2] - The digital transformation of physical commerce is a systematic project that covers the entire process from brand location selection to operational expansion [7] Group 3: Industry Trends - The digital upgrade is an inevitable choice for the transformation of physical commerce, with full-link intelligent transformation reconstructing the growth paradigm of the industry [3][69] - The future will see physical commerce moving towards deep integration of digital and physical, leading a new wave of industry digital transformation through technological collaboration and ecological reconstruction [3][72] Group 4: Development History - The rise of e-commerce in the early 21st century posed unprecedented challenges to physical commerce, prompting exploration of online-offline integration [4] - Commercial complexes have become key drivers for revitalizing the physical economy, enhancing competitiveness through digital transformation and service quality improvement [4][6] Group 5: Macroeconomic Background - From 2017 to 2024, China's per capita disposable income is projected to grow from 26,000 to 41,000 yuan, while per capita consumption expenditure is expected to rise from 18,000 to 28,000 yuan, providing a solid economic foundation for the development of physical commerce [7][8] - The rental market for commercial streets and shopping centers is experiencing slight increases, with demand for shop leasing expected to continue to release [11] Group 6: Brand Development - The restaurant sector is focusing on diversification and experiential consumption, with significant potential in lower-tier cities [18] - The retail sector emphasizes precise matching of "people-goods-scene" to penetrate the market, targeting lower-tier markets as potential growth areas [22] Group 7: Digital Transformation Needs - Digital transformation addresses four major challenges: location selection, marketing, operations, and expansion, reconstructing the growth methodology of physical commerce [31] - The core paths for digital transformation include data assetization, operational digitization, and service ecosystem development, enhancing brand competitiveness [35] Group 8: Wanda Smart Business Platform - Wanda Smart Business leverages over 20 years of commercial management experience to create a self-sustaining cycle of "precise leasing - merchant growth - data feedback," maximizing commercial value [54] - The platform has successfully supported various brands, such as Tea Baidao and Hu Shang Ayi, in their digital transformation and expansion efforts [57][60]