On August 12, it was reported that recently, Nielsen, a global monitoring and data analysis company, and Suning e-buy jointly released the white paper on 5g retail industry application. The white paper pointed out that in the face of the upcoming 5g era, Chinese consumers have shown a very positive attitude and vision. They believe that the communication industry, media and entertainment industry, distance education, telemedicine, smart home, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet, Internet Transportation and retail will be the first to benefit from 5g technology.
Nielsen believes that 5g is the rapid processing and transmission of massive data generated in different application scenarios. As 5g continues to move forward on the road of application, it is very important to understand the latest innovation and application scenarios. So, what scenarios will we see in the development of 5g?
In the short term, with the gradual reduction of user traffic cost, 5g mobile applications will become the most important application form for consumers. According to Nielsen’s consumer research data, nearly 50% of the respondents have felt the direct impact of 5g technology on the communication industry. 63% of the respondents showed a strong willingness to upgrade their mobile phones to 5g, and the young and middle-aged high-income people showed the strongest willingness to upgrade. From the geographical point of view, consumers’ interest in 5g in the second and third tier cities is not lower than that in the first tier cities. With the accelerated construction of 5g base stations and the continuous expansion of coverage, the market development of 5g mobile phones in the second and third tier cities is also very considerable.
At the same time, the research results show that consumers who are willing to upgrade 5g mobile phones are more concerned about the practicability of 5g mobile phones, that is, the high speed, stability, security and reliability of 5g network can bring different experience from 4G. However, in different age groups, people pay different attention to 5g. Among them, young consumers under the age of 25 pay more attention to the entertainment of 5g mobile phones, such as the experience of playing games or watching videos more smoothly, while users over the age of 30 pay more attention to the speed and safety of the overall experience of calling and surfing the Internet.
At the same time, 5g will be widely used in the fields of audio-visual, game, virtual reality (VR) and augmented reality (AR), and they are also the most likely to become the main way to communicate and accept with consumers. Taking the VR / AR field as an example, the data shows that more than 60% of the respondents have some knowledge of AR / VR technology. From the perspective of age, the post-90s and post-00s have the highest recognition of AR / VR. From the perspective of gender, both men and women are willing to try the application of AR / VR technology in virtual shopping. Men prefer the application of AR / VR technology in games and virtual tourism, while women prefer the application of AR / VR technology in audio-visual entertainment, exhibitions and music performances.
In addition, smart home products are the most acceptable smart devices besides smart phones. According to Nielsen consumer survey data, at present, home intelligent products have been relatively popular, and more than 80% of families have at least one home intelligent product. Among all kinds of smart home scenarios, smart living room has the highest penetration rate. Among them, smart speakers and smart TVs have become part of more than half of consumers’ smart living room, and more than half of the respondents have smart bracelets and smart watches. In addition, in order to create a more intelligent home environment, consumers also have further purchase plans for intelligent security and intelligent kitchen and bathroom products, and more than 50% of consumers expect to have intelligent refrigerators and stoves.
There is no doubt that the scene application of 5g in the retail industry has attracted much attention. In the Nielsen survey, we found that consumers generally have a high acceptance of the innovative experience and innovative services provided by offline smart stores. They are willing to try to experience the convenience and fun brought by new technologies to shopping, such as smart shopping carts, code scanning and traceability of goods, cloud shelves, etc No one shop and other services have shown varying degrees of expectations. However, there are few pilot scenarios of 5g technology in the retail industry, and many scenarios are still in the evaluation stage. Therefore, consumers’ perception of 5g technology to bring change to the retail industry is limited, and the demand needs to be further stimulated.
5g technology brings multi scenario applications. One of the important inspirations from this change is that we need to actively deploy 5g commercial applications. However, this does not mean that people have no worries about the emergence of 5g. According to Nielsen’s research results, consumers are worried about the safety problems that may arise after 5g is put into use. Therefore, it is urgent to improve the relevant security policies and procedures. Justin Sargent, President of Nielsen China, believes that “even though 5g is still facing certain problems, most enterprises are still optimistic. We also believe that more and more enterprises will participate in 5g pilot, and the explosion of 5g application scenarios will follow. Nielsen further combed and summarized the application direction and landing scenes of 5g in mode, scene, product, experience and service, and also found that the arrival of 5g will have a significant impact on personalized demand insight, store digitization, virtual store, unmanned logistics and other scenes. In the final analysis, 5g has become a market factor that can not be ignored. With the gradual maturity of 5g technology and the decline of construction and application costs, more and more scenarios will be explored. “
It is not difficult to find that 5g has become a new driving force to enhance the economic value of enterprises. But the question is, which development path is the right choice?
From Nielsen’s many years of experience in the retail industry, in the 5g era, what kind of development path should we choose? First of all, we should understand what opportunities 5g will bring? Wang Junjie, President of Suning Retail Technology Research Institute, believes that “5g will completely change people’s traditional thinking about retail, reconstruct the relationship among ‘goods’,’ consumers’ and ‘scenes’, and bring’ five new ‘development opportunities of’ new mode ‘,’ new scene ‘,’ new service ‘,’ new product ‘and’ new experience ‘for smart retail.”. In terms of mode, 5g Internet of things covers the world and can connect more widely distributed or cross regional products, consumers and suppliers. This will have a significant impact on the realization of full link digitization in the whole product life cycle, as well as data transmission, interaction, existing commodity circulation mode, etc., and the c2m mode of disintermediation and personalized production on demand will further rise. In terms of scene, in 5g era, with the help of AR and VR, it will realize the unlimited extension of space and create a new shopping scene with the combination of virtual and real. In terms of products, 5g will also bring massive and interconnected new sensors and devices, which make it possible to collect and calculate massive data. In terms of experience, massive data flows between the terminal and the cloud at a high speed, accelerating the response speed and experience effect of AI services and AR / VR services, and bringing more unimaginable experience to consumers. In terms of service, 5g will speed up the implementation of new services such as unmanned distribution and remote operation.
5g network can provide HD experience and accelerate response speed. Among them, the network performance has the most significant effect on the acceleration of AI technology: after the arrival of 5g network, it is expected to shorten the response time of AI application through high-speed data transmission between terminal and cloud. Artificial intelligence technology can bring convenient and efficient experience to consumers in the retail industry. In the field of unmanned retail, represented by Suning go, the intelligent unmanned store in Suning adopts the method of visual recognition + gravity sensing + automatic payment, so customers do not need to queue up for settlement, “take it and go, automatic payment”.
For users, the combination of AI and 5g will make the operation of face payment, automatic member login, automatic access control of unmanned stores, and robot vending cabinets more smooth, make the operation of users more convenient in product selection and settlement, and bring new experience of smart retail to customers. For operators, through multi-dimensional analysis of consumers, identifying new and old members, perceiving user trajectories and identifying user behaviors, discovering users’ cognition of goods, forming user portraits, analyzing users’ needs and understanding shopping intentions will provide consumers with a more professional consumption environment.
Editor in charge: Tzh