零售业正在经历一场巨大变革。疫情冲击下，人们对电商的需求急剧增加，同时越来越关注超本地化的零售体验 – 兼具个性化与本土特色并且可以满足当地居民的需求。在这场疫情中异军突起的零售商们更加重视实验性和体验感。

那些居家隔离躺在沙发上无法获得的体验，和那些便捷、能够提供社群归属和探索体验的零售空间会更具吸引力。本期分享，我们将从四个方面与读者共同探讨零售新趋势。 

Retail is undergoing a massive transformation. During the pandemic we have seen the tremendous growth of e-commerce alongside of an increased focus on hyper local retail that curates personalized experiences drawing on local talent and catering to local audiences. Retailers who have emerged out of the pandemic are placing a heavier emphasis on experimentation and experience. There's a recognition that customers value certain experiences that can not happen from the couch, and after a year spent in isolation there is a renewed interest in community, convenience, and discovery which retail can so richly provide. In this insights piece we explore four of the retail trends we are seeing across the globe.

疫情减少了人员流动，开启了更多本地生活的可能性，也让“超本地化”的概念开始深入人心。尽管疫情管控逐渐放宽，越来越多的打工人仍表示更愿意线上+线下混合办公，这样便有更多的时间陪伴家人。更多的企业也正在积极作出回应，接受混合办公模式，并将其作为一种后疫情时代的新常态。

This has been accompanied by a growth in hyperlocal marketing which targets potential customers present in a specific and limited geographical area. This allows companies to sell their services and products to the people who are searching for local service providers. The mutual growth of both these trends could bode well for hyper localism in the years to come and could create opportunities for retailers in central business districts to create more exceptional and unique retail experiences which cannot be delivered by the hyper local concept.

The Edelman Trust Barometer reveals how an epidemic of misinformation and wide spread mistrust of societal institutions and leaders around the world is affecting consumer confidence and trust. According to the Edelman study and the overall decline in trust brands must focus their efforts on rebuilding trust between themselves and their consumers. There’s an opportunity for brands to lead by example and demonstrate their empathy for consumers by addressing some of the major challenges of our time: trust, wellbeing, and safety. Retail has typically been at the forefront of cultural innovation and here’s anopportunity for them to lead again.

在零售业多元发展的未来，实体空间和数字化体验都需要纳入设计考量。普通消费者不会去关注渠道差异，他们更关注的是品牌体验本身。因此能够适应新市场，拥抱新变化的零售商将会崭露头角。过去几年里，尽管美国和英国的传统零售商以前所未有的速度关闭了诸多实体店铺，但地产界对零售店铺的发展仍保持乐观，他们认为新的线上零售商将替代传统零售商上场。 

In the hybrid future of retail both physical and digital experiences need to be considered in the design process. The average consumer doesn’t distinguish between channels and is focused on the overall quality of their brand experience. Retailers who embrace this new norm will succeed in this new reality. And while traditional retailers have closed stores at unprecedentedrates in the UK and the US over the past few years, there is some optimism within real estate that new online retailers will take the place of traditional retail. 

零售地产自2000年已经开始疲软，疫情加剧了这种衰退同时也加速了新零售环境的形成，促使地产行业从根本上重新思考新的租赁模式和租金调整，为新兴的、以数字平台为主的品牌提供经济基础。并且随着电商的普及，如果开发商不希望在零售业丧失曾经的辉煌地位，就需要将自己看作另一个消费渠道，重新思考与商户的关系。

此外，零售地产还需要整合新科技和大数据，更好地了解消费人群的构成、行为习惯，并监测每平方米的租金价值。

当我们跳出零售空间展望零售业未来发展时，我们还需要考虑品牌背后的企业社会责任对消费者心理的影响，例如品牌在全球气候或公平交易等方面的表现，因为现在的消费者更加关注品牌声誉和自己的购买行为对环境的影响。

As we look to the future of retail beyond the store, we also need to consider the broader context of the twin climate and equity crisis and the ways in which these challenges are affecting the consumer psyche. More than ever before consumers have a heightened awareness of brand reputation and the impact of their purchases on the environment.

海外二手电商平台Depop和贝恩咨询最近发布了一份专题报告：《未来洞察:“Z世代”的同理心、认知力和流动性正在改变传统商业》，其中概述了Z世代是如何产生同理心、自我表达和彼此交流的，以及这对未来品牌意味着什么。报告中指出：

作为已经习惯在数字世界和现实生活之间无缝切换的一代人，他们很容易能够了解到品牌是否履行了他们的社会承诺。这些年轻的、有影响力的消费者也会越来越多地倾向于选择那些有道德良知的先锋品牌。 

As a generation that has accepted the fluidity between their digital and physical lives, they are easily able to track the brands which follow through on their commitments and which brandsfall short. These younger and influential consumers will look increasingly turn to pioneering, purpose-driven brands that are leading the path to more conscientious forms of consumption.