转自：新华财经 进入2025年，零售业站上了十字路口。一些企业仍在追逐万店的梦想，一些企业开始关店调整；一些企 业继续沿着消费升级的逻辑打造产品，一些企业则开始追求质价比；一些企业在规模庞大的下沉市场中 获利，另一些企业发现四五线城市并不符合自己的商业模式，于是继续坚守城市市场……更多企业仍在 抉择的十字路口，希望在变化的市场环境中，找到真正适合自己的生存路径。 零售业的纠结并非空穴来风，而是经济发展到现阶段必然经历的过程。中国连锁经营协会会长彭建真就 分享称："全世界都有这样一个规律，大概在人均GDP一万美元之前，市场处于大众消费的阶段，消费 不断升级。但人均GDP进入一万美元之后，消费开始呈现分级的状态。比如有的消费者喜欢优质优价， 喜欢奢侈品，同时也会有大量消费者看重质价比，消费出现明显分层。" 而当下零售业抉择的本质，实际上是要做出选择，企业要如何"定位"，要面对哪一层的消费者，提供哪 些产品与服务，以及如何提升"能力"，如何面向目标客群，更精准、高效地提供产品与服务。而要做好 这一点，企业还需要补齐三堂课。 消费分级下的精细化经营 消费分级的大背景下，如何更好地识别客群并提供他们所需的产品与服务成为 ...

Core Insights - The article discusses the challenges and strategies of digital transformation in companies, particularly in the context of AI integration, highlighting that while 74% of Chinese companies believe AI will change digital systems, only 13% have seen measurable financial returns [1][4] - Li Ning Company exemplifies effective digital transformation by closely aligning technology innovation with business needs, showcasing a structured approach to integrating AI into retail operations [1][5] Group 1: Digital Transformation Challenges - Despite significant investments in digital infrastructure, there is a disparity between the costs and the business benefits realized by companies [1] - Only 36% of companies have adopted generative AI at scale, indicating a gap in implementation versus potential [1] Group 2: Li Ning's Approach to AI Integration - Li Ning has developed a "digital store manager," an AI tool that assists store managers by providing operational insights and decision-making support [3][4] - The company emphasizes retail operations as a core area for AI application, aiming to reduce operational pressure and enhance efficiency for store staff [4][5] Group 3: Technology and Business Alignment - Li Ning's technology innovation is driven by business needs, with a focus on creating a "Technology Organization Process" (TOP) that involves cross-departmental collaboration to identify how technology can improve business processes [5][6] - The company is adapting to consumer trends by enhancing content supply and personalizing marketing efforts through AI capabilities [8][9] Group 4: AI as a Growth Driver - Li Ning has set specific KPIs for its IT innovation center, focusing on the number of AI employees, growth drivers, and cost reduction [10][11] - The company has established three main business areas for AI application: product design to marketing, retail operations, and organizational talent management [11][12] Group 5: Evolving Role of Technology Teams - The technology team at Li Ning is transitioning from a support role to a business partnership role, emphasizing collaboration with business units to prioritize technology development [13][14] - The company is fostering a culture of AI integration across all business touchpoints, aiming to enhance operational efficiency and drive growth [14]