With the emergence of user capitalism, the connotation of marketing is undergoing profound changes.

User-centered user capitalism is leading the market trend of new retail. The marketing process of new retail may be regarded as the exploration of the essence of user capitalism by the new retail industry. Economists once had such a plan: suppose there is an "economic man", whose behavior is completely rational, not influenced by morality, and only aims at completely benefiting himself mechanically. If an economics is based on this assumption, it can be called abstract economics. But unfortunately, this abstract economics has not been established. Because, in our real life, or actual business behavior, complete egoism is difficult to achieve. Because altruistic behavior always exists in people's real life and in actual business activities. Human behavior, including emotion and altruism, is very prominent. At present, the new retail stage presents a feature of returning to tranquility after the noise. From the previous retail trend driven by celebrity economy on the Internet, to the buying experience upsurge inspired by unmanned economy, and then to the cool sales brought by artificial intelligence technology, almost all market hotspots have been applied in the retail industry. Consumers' purchasing cognition is constantly being broken, and they realize that there are so many ways to play in the original retail business model, and businesses can actually operate in this form. This is essentially an education for retail consumers? It is a stage of satisfying cognition. In the era of material satisfaction, low-end sales behavior, even if it is selling along the street, can also make money. After all, after hearing the shouts, it is easy to judge whether the things that are missing in my house are the things sold in the shouts. So in the era of "peddling along the street", the way of information transmission is very primitive, and the judgment standard of consumers is also very primitive? Should I buy it or not? Let consumers choose one, which largely reflects the very low level of consumer cognition. Later, with the development of business, commodities are extremely rich, and consumers' binary choices are gradually diversified. Finally, a so-called doubt about commodity choice is reached: what should I buy to satisfy a certain "meaning" hidden in my heart. In this case, consumers' consumption awareness has gradually escalated, so the transformation or reshaping of business models should see the changes in this market, and continue to educate consumers through some business games such as those mentioned above, and gradually satisfy their consumption awareness. So, let's go back to the beginning of the article: Why abstract economics didn't hold up in the end? Because the existence of altruistic behavior makes it difficult to realize complete self-interested cognitive behavior. Behavior itself is a human lifestyle that combines self-interest and altruism. So logically, economics has limitations in measuring a thing or modality. For example, economics can only admit the subjectivity of value, but cannot calculate it accurately. Economics, as a kind of knowledge that uses various forms to carry out auxiliary research, is still difficult to really see what human behavior is like. Then, for the complex subject "people" whose cognition, emotion and various emotions are mixed together, it is naturally a little difficult to investigate how they are influenced by business and driven by their own emotions in retail business. Retail can be regarded as the industry that is most closely related to people's daily life, so people's behavior characteristics are very prominent in the retail industry. Many people like to look at retail business from the perspective of economics, especially new retail, which is sometimes biased. New retail has gone through a rising process, and consumers' cognition has been upgraded. In this case, how to get the * * * cognitive secret point among consumers who are in a state of mood, emotion, self-interest and altruism, and then carry out a series of advanced marketing arts? Besides studying in the way of economics, we can try and explore from other angles. We can regard this new retail marketing process as an exploration of the essence of user capitalism by the new retail industry. The new marketing model in the new retail era is to recognize the spontaneous order of the market. A very important feature of the new retail era is to realize that the market order is formed spontaneously. The formation of spontaneous order is that human rationality is limited, and it is difficult for people to know or clarify what the future direction is. Because everyone's experience and knowledge are different, there are always obstacles to information communication and exchange between people. To a large extent, people don't know what their present situation is, nor what their future situation will be-that is, people are unconscious or don't understand many of their actions. For example, the traditional supply chain of retail industry is like this: based on "goods" and in the form of experience supply, planned production plays a leading role in this link; Based on the "field", there is a trend of separation between online and offline, and the channels are separated, not an integrated structure; Based on "people", retailers' understanding of consumers' gender, age, income level and other information is in a very vague state. In other words, the traditional retail supply chain is in a state of "ignorance" about the three elements of retail. With the advent of the new retail era, the order of the three elements of retail has changed-that is, based on "people" ranked first, followed by "goods" and then based on "field". Based on "people", the subtle capture of "human behavior" in the new retail era is more subtle; Based on "goods", it presents the characteristics of intelligent supply, on-demand combination and intelligent manufacturing; Based on the "field", online and offline linkage, instant consumption, anytime satisfaction, experience everywhere, placed in an extremely important position. The reform of agricultural products retail has profoundly verified this point. For example, when some traditional agricultural products are integrated into the retail market, they unconsciously join the process of retail from "old" to "new". A well-known example is Gannan navel orange. The retail circulation mode of Gannan navel orange has experienced direct selling mode, batch selling mode, fruit industry association mode, fruit farmers and companies docking mode, and agricultural supermarket docking mode. The mode of direct retail means that fruit farmers directly sell navel oranges to end consumers in the form of retail, and the sales locations are generally concentrated in rural markets, and can also be directly sold to sightseeing consumers and tour groups. In this process, some fruit farmers or retailers have gradually adopted online stores such as Taobao and Tmall to open online stores for sales. Although the sales volume of direct retail outlets is not large and it is still in the exploratory stage, the formation of this spontaneous order is a channel choice formed on the premise of low retail efficiency and extensive sales in the traditional rural market. As long as the efficiency of traditional channels is low, even if the efficiency of emerging channels is lower, the market will gradually form a trend of pursuing this emerging channel, and then form a new order, which is completely spontaneous and does not need any other form of government guidance. Bulk sales mode is the most important sales mode among all Gannan navel oranges, mainly targeting at customers with fixed customers, fixed demand channels and large demand. The way of mass sales makes Gannan navel orange break through the sales range of the local market and then spread to the whole country. After all, the retail of vendors in the local market can basically meet the demand, and the mass sales model makes Gannan navel orange go to the whole country. However, in this process, the refrigeration requirements for transportation equipment have been improved, and the problem of information collection and sharing has become more prominent. Wholesalers and transporters in the place of origin, wholesale markets in the place of sale, individual vendors and even final consumers all communicate in a single line, which leads to a long industrial chain, and the final consumers have not been promoted to the status of a retail subject, and the information obtained is extremely limited. From a human point of view, the spontaneous order of wholesale and retail is the lowest, because this process, consumer behavior, is hardly taken into account. The docking mode of fruit industry, the docking mode of fruit farmers and companies, and the integration mode of production and marketing are basically in the same state as the batch sales mode-that is, consumer behavior is not reflected in the whole industrial chain. However, we can see that the docking mode of agriculture and supermarkets has shown a relatively vigorous development trend. A big reason is that with the large supermarkets such as CR Vanguard, Wal-Mart and Carrefour entering the local market, the quality and appearance requirements of Gannan navel orange are relatively high, which leads to the decrease of fruit farmers' income and the increase of the cost of fruit farmers' handling unqualified products. These requirements of supermarkets, to a great extent, are the satisfaction of consumers' experience in the process of directly facing consumers, which is the spontaneous order construction of marketing behavior in modern new retail industry. The closer to people, the higher the cost in the early stage of the construction of spontaneous order, but the most stamina. Agricultural products retail is the main force of retail industry. The construction of spontaneous order is to select the retail model closest to consumers from different retail models, so the emergence of this spontaneous order is the closest to modern retail industry. For example, the docking mode of agriculture and supermarkets, and the "nitpicking" of supermarkets indicate that supermarket managers consciously adopt this harsh way? No, it's because of directly facing the consumer's experience that this "nitpicking" practice naturally formed and eventually became what we call spontaneous orders, and then consumers finally played an important role in this spontaneous order-selecting good-looking and good-quality ones. Therefore, this spontaneous order is well coordinated under the interaction between merchants and consumers. In order to maximize consumers' interest in shopping, many retailers have adopted omni-channel marketing methods. Typical examples are Hongtu Sanpower, Suning Shang Yun, New World Department Store and Daphne. Consumers buy goods based on the channels established by retailers (omni-channel or segmented channels). But in reality, although omni-channel provides consumers with more choices of goods and more ways of experience, the sales performance is not satisfactory. For example, New World Department Store and Daphne suffered a decline in performance. The weakening or decline of profits is very common among omni-channel retailers, and few retailers can achieve a substantial increase in profits or even performance. One of the most important reasons is that the information dissemination based on experience in retail industry is not enough. The process of successful consumer consumption basically includes searching for goods, deciding to buy goods, buying goods successfully and evaluating the after-sales service of merchants. We can see that in this process, every link involves the consumer's shopping experience, which is a dynamic process. In this process, the dynamic shopping experience determines that the experience formed by consumers in the last shopping process is transmitted to the next shopping experience, which in turn determines consumers' next shopping decision. So shopping experience is a continuous process, in which information dissemination plays an important role. Shopping is a common way for human beings to obtain material information. In people's daily life, information dissemination has a purpose, and the ultimate goal is to obtain targeted guidance, and then more or less correct or follow certain guidelines in the following behavior. Shopping, as a prominent embodiment of human behavior, also has the same characteristics. In order to get more shopping information and more real commodity information, consumers need to make more informed shopping decisions through communication. In the early stage of consumption, consumers tend to collect information to compare retailers; In the medium term, they are more inclined to listen to other shoppers' shopping experiences and shopping opinions to decide whether to go to a retailer or not; In the later period, consumers are more inclined to evaluate the shopping retailer they point to based on their shopping experience, and internalize this experience evaluation into their mental model to form a general opinion of complaining or praising the retailer. So from the above analysis, we know that the success of omni-channel construction depends largely on consumers' feedback on the information provided by retailers. Of course, this kind of information is also generated in consumers' minds based on their consumption behavior. So at present, many retailers in the market see that some omni-channel retailers are very successful and want to share a piece of the action by building omni-channel. However, the result is often a failure. After all, omni-channel construction is essentially consumer-centered, which does not mean that omni-channel construction must be the necessary stage for retailers to transform in the market. So why does omni-channel construction become an important outlet for retailers' transformation in the current market? The answer may be: omni-channel makes consumers' experience-based information more comprehensive and richer. Based on this information, the probability of retailers' successful precision marketing is greatly increased. The information exchanged between consumers is changeable and subjective, so it is a variable quantity. So we can see that many consumers' overall evaluation of the same retailer is not only diverse, but also variable. In this case, the information becomes rich. In the traditional retail era, a large number of consumers' evaluation of a product is very single, and the evaluation content is also very monotonous. They often use a very clear and single evaluation method, such as good use but not good use, practical and not practical, good-looking and not good-looking. However, in the new retail era, consumer evaluation often presents very diverse characteristics. Often it is ok to use this thing, their environment is ok, or this sales method is cool, and so on. We observed the retail scene under the new retail background, and the goal of consumer evaluation is not only the product, but also the diversified goals such as retail environment, retail types, retail atmosphere and retail methods. An obvious example is that the information display of major e-commerce websites not only shows products, but also shows processing channels, logistics channels, sales channels and user evaluations. Consumers can know the whole background of the whole product, so it is logical to evaluate multiple products. Generally speaking, all evaluations are actually a kind of information feedback after the experience. The omni-channel construction of retail industry makes it possible for retailers to accurately market consumers, and the quality of massive information directly affects retailers' marketing decisions. Therefore, the omni-channel construction is actually based on the quality of consumer experience information. Before introducing new marketing methods, it is logical to consider the important role of retail information dissemination in this retail process. To sum up, we can see that the reform of the retail industry and even the launch of new marketing programs are essentially consumer-centered. Perceptual victory-the difficulty of new marketing methods is increasing. Under the background of new retail, goods are extremely rich. It can be said that the types of goods in modern society have exceeded people's expectations, so the era of consumer sovereignty has arrived. In the traditional era, the relationship between retailers and consumers is basically a game, and retailers can do whatever it takes to sell their goods. But with the arrival of the new retail era, this game relationship has become a mutual integration relationship, and you have me. Because with the great abundance of goods, consumers' choices have become greater. Coupled with the rise of young people in small towns, the use of related forms such as black technology, live broadcast and social interaction has been introduced into retail scenes, and consumer groups have become diverse, consumption patterns have become diverse, and consumption scenes have also changed. Consumers' consumption horizons can be said to be infinitely expanded, and their consumption cognition has also become diversified. In this process, there are many perceptual consumption behaviors, such as experiential consumption, curious consumption and instant consumption. Consumer behavior has become very emotional and difficult to understand. Consumers vaguely realize that a single retail store was not so important to them in the past, and manufacturers also clearly feel that the distribution capacity of these retail stores is declining. According to relevant data, in the past five years, the number of department store-to-store consumers in the United States has decreased by 57%. In the past five years, the number of transactions in RT Mart has dropped by 50%, and the number of Japanese convenience store-to-store consumers has dropped for five consecutive years. We can call this "what you think is what you get" consumption pattern a perceptual victory. Because most consumers don't consider the cost within a certain price range at present, casual consumption is often irrational. Emotional impulse consumption, even if you get a product that you think is good because of curiosity, is actually not satisfactory. The cost of this choice is completely affordable for today's consumers. Especially for general retail consumption such as eating, drinking and having fun, this feature is very prominent. The perceptual victory is very obvious in the retail industry. Therefore, it is hard to imagine that the new marketing wants to get a piece of meat in the highly competitive retail market. Furthermore, it is not easy for marketing to accurately grasp consumers' minds in front of more emotional consumers. This forces the marketing method to be deeper and more scene-oriented. Why do you say that? Because the scene is a fragment of human behavior and a commercial presentation of the trajectory of human life. This scene is a refinement of life fragments. For example, why do advertisements in Thailand tell stories? To a large extent, it is to make the product scene, not to promote the product specifically for the sake of the product. Product is just an element in this scene, and it is an integral element interspersed in daily life. Our advertisements in China are gradually drawing lessons from Thailand in brand promotion. For example, there is an advertisement for hot and sour powder that tells the story of ordinary people. At the end of the video, the hot and sour powder that meets the theme is displayed, so that the audience can remember it at once. In other words, under the condition that people's consumption patterns are more emotional, brand propaganda means are often more emotional. Rational inquiry methods such as data analysis, technical tracking and statistical analysis are also aimed at presenting a seemingly more emotional final result. Because logically speaking, if consumers in the market are very rational, there will not be so many business models, and all tracking will become very easy. But behind this marketing, what is needed is a high degree of cooperation. For example, in 20 18, Luckin Coffee suddenly rose to become a phenomenal brand. "Little Blue Cup" is positioned in the new retail coffee, emphasizing the scene drainage of the Internet. It adopts traditional targeted advertising and low-cost mode for community communication. Luckin Coffee has grasped the feature of sharing free coupons through community communication, and summed up its product attributes with the light language of the Internet-Little Blue Cup, so that white-collar workers entering and leaving high-end office buildings can feel a leisure lifestyle as much as possible. The whole marketing process is simple, fast and in one go. Behind it is the seamless connection of various teams and marketing methods, relying on the overall coordinated operations. In fact, the new marketing is about the relationship between the supply side and the demand side, because the main body of the demand side is people, so this relationship can be regarded as a social relationship. Therefore, in essence, this social relationship is a kind of culture. We saw that many enterprises used to have marketing department, planning department and advertising department. To some extent, these departments have their own functions, standardized docking and personalized cooperation are basically fragmented and unsystematic. However, under the new retail background, many creative departments have appeared in many companies, and the goal is to pay attention to this people-oriented social relationship. Therefore, we see many micro-videos reflecting the daily life fragments of small people, which can often touch people's hearts. In fact, it is people's recognition of the artistic treatment of this life scene. Under this huge recognition, some products it contains may become consumer goods. It is normal that perceptual victory makes marketing methods difficult. Consumers are wrapped by marketing means, and marketing means are also guided by consumers, and business scenes gradually move closer to life scenes, thus forming a close relationship? Life is business. With the emergence of user capitalism, retail has finally returned to the most essential subject-people. Generally speaking, marketing methods have gone through: relationship marketing: putting an enterprise in a socio-economic environment to investigate its marketing activities, and thinking that enterprise marketing is a process of interaction with consumers, competitors, suppliers, distributors, government agencies and social organizations. Integrated marketing: the process of establishing and strengthening the mutually beneficial relationship with employees, customers, stakeholders and the public by developing and coordinating strategic communication activities, including marketing strategies and activities, information and services, communication channels and the integration of products and services. Network marketing: using network resources to carry out marketing activities. Information marketing: take information as enterprise resources and make full use of information to serve enterprise marketing management. Knowledge marketing: By learning and applying new science and technology and management experience, we can provide expected satisfaction to our target customers more effectively and accurately than our competitors. As I said before, retail can best reflect the human life scene, because retail has the closest relationship with people and is closely related to people's daily life. Product marketing has become a symbol in the traditional era, but people-oriented marketing has become a prominent label in the new era. The longer the cycle of business model, the higher the transformation burden of load. Because long-term management will inevitably form a concept or culture, and once the subject is endowed with culture, it will unconsciously internalize this culture into its own personality characteristics, so the difficulty of transformation will greatly increase. Therefore, we can see that in the process of omni-channel construction, some retailers have worked hard, but they eventually died. One of the reasons for the difficulty in transformation is that all links of traditional marketing methods not only need to cooperate with each other. More importantly, when traditional marketing methods need to pay more attention to the subject of "people", the links involved need to be disrupted to a certain extent. However, this is a very difficult thing, because the above marketing theories focus on standardized process setting, and it is difficult to cope with the psychological requirements of non-standard content. Therefore, at present, many retail enterprises have established CRM management systems, and then put the above marketing models into CRM management systems. By optimizing the relationship between various functions, we can finally reach the mind of the target customers. CRM system can not only gain a better insight into customers' behavior through data analysis, but also meet users' personalized needs. The emergence of personalization at least shows that the non-standard demand of customers has been met by integrating the traditional standardized marketing model. The retail industry directly points to the consumer's marketing mode, taking the consumer subject as the core resource and the starting point of all marketing means. So we can regard retail as an individual's commercial behavior, and retail is an individual's private property. If one word is used to represent this meaning, then user capitalism may be more accurate. User-based retail finally sprouted from traditional industries, then blossomed, and finally became a spectacular scene, just like Luckin Coffee. In the follow-up retail industry, we may see more retail cases directly targeting consumers. It is not excluded that these marketing methods will be more novel, closer to people's hearts and more incomprehensible. Of course, we should also be prepared. When the mass of goods frustrates consumers' desire to delay gratification, the power of rationality will also exist, and consumers will gradually show a more rational or rational situation to face the impact of retail business. Then at that time, retail will present another new world, and new retail and new sales will surely be a new world. At present, user-centered user capitalism is leading the market trend of new retail, but this kind of user capitalism is still in the perceptual stage, although rational factors are revealed. However, because the dividends of young people, middle-class groups and old people in small towns have not been excavated, especially the old people surrounded by the market invasion of health care products have not escaped. Under the condition that the consumption potential of young people in small towns is still huge, the perceptual consumption of consumers in the new retail industry will continue for some time. The enlightenment of rationalism will take some time, but it will surely come. By then, user capitalism will present a new form. But in any case, it is an indisputable fact that user capitalism will continue to dominate the next new era of new retail development and new marketing methods will continue to undergo tremendous changes. Let's wait and see.