《How To Live On 24 Hours A Day》 读后感

随着时代的发展，社会的进步，越来越多的人希望自己的每一天都过得充实有意义，可是很少有仆人能过的每一天都充实。近期读了一本有关如何掌控一天24小时的书得到很多启发。

这是一本影响了英国首相温斯顿.丘吉尔先生一生的时间管理励志书。这本书出版后受到许多人士及杂志的好评。《纽约时报》对他的评价只有六个字“直接、生动、深刻”。书的作者是英国的Arnold Bennett（阿诺德.贝内特）是一位时间管理专家。叫你在你健康不付出代价的前提下有效的完成工作，让自己更有活力的面对工作和生活的细节，如何通过实践的跟配让轻松和愉悦取代烦恼和紧张。

这本书共十二章：

第一张：每日皆奇迹。For remark! No one can take it from you . It is unstealable .And no one receives either more or less than you receive.

第二章：超越常规的渴望。We are obliged, by various codes uritten and unwritten ,to maintain ourselves and our families (if any )in health and comfort ,to pay our debts, to save , to increase our prosperity by increasing our efficiency .A task sufficiently difficult !A task which very few of us achieve !

A task often beyond our skill ！

第三章：着手之前的准备。The most important preliminary to

the task of arranging one’s life so that one may live fully and comfortably hours is the calm realization of the sacrifices and the cndless effort which it demands.

第四章：烦恼的原因。If a man makes two-thirds of his existence to one-thirds , for which admittedly he has no absolutely feverish zest , how can he hope to live fully and completely ? He cannot .

第五章：网球与不朽的精神。At the start ,those ninety nocturnal minutes thrice a week must be the most important minutes in the ten thousand and eighty. They must be sacred , quite as sacred as a dramatic rehearsal or a tennis match .()

第六章：牢记人类的天性。Habits are the vary dickens to change ! Further , any change , even a change for the better , is always accompanied by drawbacks and discomforts.

第七章：主宰自己的思想。And without the power to concentrate ,that is to say ,without the power rodictate to thebtain is rask and to ensure obedience ,true life is impossible mind control is life first element of a full existence.

第八章：沉思的精神。A life in which conduct does not fairly well accord with principles is a silly life ;and that conduct can only be made to accord with principles by means of daily

examination , reflection and resolution .

第九章：对艺术的兴趣。Many people pursue aregutar and uninterrupted course of idleness in the evenings because they think that there is no alternative to idleness but the xtudy of literature ; and they do not happen to have a taste for literature .This is a great mistake .

第十章：生活中没有乏味。The study of cause and effect ,while it lessens the painfulness of life ,adds to life’s picturespueness.

第十一章：学会思索的阅读。Now in the cultivation of the mind one of the most important factors is precisely the feeling of strain , of difficulty ,of a task which one part or you is anxious to achieve and another part of you is anxious to shirk.

第十二章：需要避免的危险。One’s programme must not be allowed to run away with one . It must be respected ,but it must not be worshipped as a retiish . A programme of daily employ is not a religion.

时间是万物的源泉，是无法解释清楚的。有了她一切皆有可能；没有她则万物皆空。时间的供给的确是每天的一个奇迹，我们想到这一点都会惊叹不已。清晨，当你睁开双眼，噢！你会发现你的钱包里以神奇的塞满了24个小时，它是你生命世界里从未动用过的一样财宝。他是你的，是你最为宝贵的财富。他是一样如此奇异的物品，如

同它展示给你的方式那样奇特。因此要想充分而有效的利用自己的每一天你就需要好好的计划一下，如果你还不是很会计划自己的时间 那不妨也利用休息时间读一下这本书吧，相信你会受益匪浅的。

第二篇：Cooperate to deadly enemy, general merchandise course of study is how adversity seeks to live on

Cooperate to deadly enemy, general merchandise course of study is how adversity seeks to live on

Reporter Zhang Dongya compiles this article _ publication whether had you once imagined _ Fang Yu such shopping setting: Walk into the general merchandise bazaar of commodity full of beautiful things in eyes, see favorite goods, need not open wallet, also need not so much card, want to open a mobile phone only, can finish pay. Imagine medium this one act makes slam-bang of course of study of traditional

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enchanted. New world general merchandise becomes the first person that eat crab. Last year in October, new world general merchandise announces to issue “ small happy pay “ fictitious and imprest card, will be in Shanghai Paris formally in December test of Pu Jian inn uses spring. This piece of fictitious card is put in Tecent small letter, the user pays close attention to “ small Le Fuka of new world general merchandise “ the card that can make a piece contain 2 dimension to pile up, future can block get through with hypostatic member. The need when

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using pays to charge a cost for card through small letter first, what open card to the counter next is fictitious a form code interface, the member that receive silver uses scanning of appropriative POS machine to be able to deduct a money. But, original plan should undertake in April 2014 the whole nation is popularized “ small happy pay “ fictitious and imprest card, bump unfortunately however on muzzle. The Central Bank paid settle accounts department to allotted on March 13 “ Chinese people bank pays settle accounts department to pay

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treasure company line next bar code about time-out (2 dimension are piled up) pay the case that waits for business opinion “ , made stop to pay treasure, money to pay a 2 dimension code to pay. In pay link to try O2O, new world general merchandise still belongs to first. “(face electric business) we feel bad for certain, past business is too good do, it is OK to have the thing sells, competitive environment changed now, the competitor of disparate industry appears come. Original E-commerce (electronic business affairs) backward, now is Mobile-commerce (mobile

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electron business affairs) , we are done ‘ small happy pay ‘ what card should do is mobile phone business. “ Guan Chenxu of presiding operation of China of new world general merchandise puts the harbor tune that holding dense to be opposite “ Chinese entrepreneur “ the records says. Coming from the concussion that Internet shops is deadly biff. According to the investigation data of IBM, the scale that consumer buys from hypostatic inn from 2013 first 84% dropped 72% , and “ hypostatic inn is tried on deed is bought on the net

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“ occupy than from last year 50% dropped 30% . This is meant, as online shopping maturity, consumer need not be tried on to hypostatic inn, had been used to gradually finish in fictitious channel directly shop. General merchandise person does not wish await one’s doom, be forced to seek change. Once was proud the general merchandise course of study of charming begins to put down figure, hard to those be about to course of study of buy general merchandise learns at the adversary of the deathtrap, learn them how to provide

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better user experience. The end of the year began last year, the department store begins to undertake with Internet platform O2O cooperates actively. The general merchandise such as well of government office of new world, Yin Tai, king and Fu Tong of small letter money, pay treasure collaboration to roll out fictitious and imprest card, shift to pay wait for different business, try new technology of have the aid of increases the consumer shopping experience in general merchandise bazaar. Although, these histories are long “ old student “ people report is

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not good still, but this meeting is new round changing beginning. In fact, although do not have the Central Bank make stop, fictitious pay check whether go very far, still put question. In new world general merchandise, test crowd far under anticipate. In the try out procedure that establishs inn in advance in riverside, did not experience this to 2000 people one “ brush a mobile phone “ shop. Major customer is unaccustomed still this one use of fictitious card. After getting a ban, new world group adjusted a plan, time-out “ small happy pay “ card fills

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value business. Before this, tecent appointed the technical group of a 50 people technically, also suspended relevant professional work. Although small letter pays suffocate suffocate, but the exploration of O2O still must continue. Course of study of traditional general merchandise is faint the way that had felt future. The price element of eliminate commodity, their another dense disease is selling at traditional general merchandise be a static state sell, customer of sit back and wait comes, as backwater. And be being moved Internet tide “ brainwashing

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“ contemporary consumer, more the habit can trade interactively at any time and place setting. In April 2014, new world general merchandise is devoted 20 million upgraded the WiFi system of bazaar, the shift that is future shops do a foundation to build. Upgrade this 27 shop in involving 43 door inn of countrywide. Back-to-back, new world introduced 6 of two 55 × touch dominate screen, installation esteems article door inn and spring of Paris of sea route of Shanghai the Huaihe River in Beijing inn try out. Screen of this one feeling “ shopping

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wall “ supportive much person is felt at many o’clock, consumer is OK at the same time online shop, get door inn information and floor information, exchange gift certificate. Come to online shopping area, consumer clicks the commodity that appears on screen, can indicate goods news and value, carry scanning goods through small letter client next 2 dimension code, OK and direct catenary receives bought website, finish on the mobile phone pay and deserve to send flow. But, according to staff member introduction, at present “ shopping wall “ the

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commodity that go up and the goods that sell inside inn do not overlap, it is bazaar and the commodity that an online shopping website cooperates, because this can be in only,this website is bought. With consumer interactive another link is in of screen switch “ marine “ mode, click the fish of every move about on screen and ceremony box, 2 dimension pile up the gift certificate that meeting occurrence bazaar offers, consumer scans with the mobile phone 2 dimension code, can get the coupon such as certificate of acting

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hairdressing. The An Hongzheng of responsible technology operation tells a reporter, future, consumer still can carry the 2 dimension code on scanning fish body, the fish in screen “ raise “ in the mobile phone in oneself, receive this at any time “ electronic fish “ news of the activity inside the inn that sends, need a fish after be brought up, can come gift is exchanged inside inn. He says, “Interact through this kind of means and consumer, enhance a client experience to inn, let them feel amusing. “ nevertheless, at present these attempts still stay in sale

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level, and contact lacks between each other: Extend electronic coupon, through scanning 2 dimension are piled up online shop. Increasing consumer to buy object check, these link have not form the closed circuit of O2O, will encircle consumer. And in website of electronic business affairs, consumer evaluates next sheet from news of the goods that browse, client, pay, spit groove even, can finish inside the webpage of a closed circuit. New world

thunder

general merchandise in hits the unfortunately collaboration of fictitious and as 普旭真空泵 H7Gs

imprest as Tecent card. But course of study of other general merchandise is bypassing mine field, advance wave upon wave begins his changing journey, this backside is driven from what do not drive BAT Internet tycoon. In March 2014, yin Taihe paid treasure purse collaboration to roll out fictitious member to get stuck “ Yin Taibao “ ; The company such as discount of group of trade of well of king government office, top grade continues to cooperate with Tecent the small letter that rolled out different form pays an attempt. On March 8, wang Fu includes

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Wang Fu below division of well trade group bazaar of building of well general merchandise, Chang’an, east how bazaar, double install bazaar to wait to receive letter of in a subtle way formally to pay. Vice president of group of general merchandise of well of king government office holds Liu of presiding information officer concurrently to grow Xin to express, prospective Fair distinguishs the line on the line harder and harder to fall, the inquiry that involves because of brushstroke bourse, rate of exchange, seek advice, answer doubt, experience,

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pay, deserve to send, share and each link such as carry out hind, included a line to go up already, also included a line to fall. “New technology of have the aid of of hope of industry of traditional general merchandise builds to enclothe what the line on the line falls to not have at the same time crack service system, make a client optional between different setting switch, achieve optimal to buy object check. “ now, in Wang Fu each counters of building of well general merchandise can see “ small letter pays flow “ lead a medal, but this print journalist is trying

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water small letter is used to market experience again after 2 months pay when shopping, discover this one terms of payment already unmanned make inquires. “Do not have a person to use, too troublesome. “ a member that receive silver tells a reporter, liven two days of somebody that move try at first only, later unmanned make inquires. The member that receive silver also has forgotten how to be operated, can appeal to technical personnel phone only, total demobilization reachs the customer that will queue up to wait to make a

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money at the same time even other silver-colored stage. “Have a few days ago return money, it is small letter pays, particularly troublesome, was afraid of my do sth over and over again. “ she complains to the reporter. With traditional shopping pattern, consumer arrives after bar make out an invoice counter, the member that receive silver the information that gets on small bill, include small bill number and price input computer, generate code of a 2 dimension, show go up in the computer screen that faces a client, the client opens small letter, through

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“ sweep “ sweep a code, appeared to make easy news, undertake according to the directive small letter paid to be finished later shop. Paying order form by what computer generates is by trade a string of number of date, time and the serial number composition that used small letter to pay that day. In this one process, the kinds or types of goods of bazaar does not have digitlization, the 2 dimension code that created coequal value by system of a computer only offers a client to pay on the mobile phone. Beijing University is retail Liu Xingtai of research center vice

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director thinks, this is not the shift on firm sense pays, can calculate only “ transfer product “ , far the closed circuit that did not achieve O2O of whole shopping process. “Real shift pays do not depend on a counter, can sweep a code to finish directly inside shop. “ Liu Xingtai points out. Consumer Fu Li did an activity to experienced small letter to pay that day in bazaar before this, she says to the reporter, “Disbursement process, than cash give change, brush credit card to be defeated by a password a few faster, bind decided a bank to

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block a point mobile phone to go, but still should queue up in fund table. If did not carry wallet that day,still be useful, but a few people shops not to carry wallet? And brush credit card to still have integral! “ Liu Changxin is right this print calm bear, “What present O2O says is much, those who do is too little, we hope to be fulfilled again a few. “ pine of Yin of trustee of top grade discount thinks, the main impetus that domestic O2O carries out is measured is Internet platform, and impetus quantity of abroad is itself of general merchandise enterprise, both

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is different the feature such as combination of consumer of the fixed position that depends on latter jumping-off place can considering his, target, commodity, around promotion consumer core experience begins whole trench sale for the target; And operation core of home is around “ sale activity “ , carry privilege or the form of electronic certificate, it is a target in order to change some kind of habit of consumer and passenger flow way. Yin Song thinks shift pays a link that is whole trench only, and the digitlization that must be based on

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commodity. With the United States Mei Xi general merchandise is exemple, whole trench O2O is meant, it is OK to remove whole shopping segment to inn from the client online on undertake notting have seaming a butt joint below the line. Before pay, arrive when consumer inn, open APP to be in client and bazaar two-way after affirming, can receive a businessman to push sent sales promotion message and electronic Coupon. In ever since ramble in inn process, the technology of indoor fixed position that is based on blue tooth can make consumer

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browses the sales promotion information of commodity of the area around on mobile phone APP, the assessment that presents the detailed information such as the raw material about this commodity, other client then and rate of exchange -- “ the alternant sex that this measure means this system to with socialization media is linked or had had gregarious medium. “ Yin Song says. And raising credit side scale, consumer also has multiple choice, can finishing the bar code that after buying an option, goes up from line scanning commodity, pay through

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shift finish, also

aspect can in control a few silver-colored

somebody of set or unmanned, perhaps be not osculatory electron purse to pay through traditional pattern. The choice of a variety of means assured a client between each channel without seam move. Chief expresses related Tecent small letter, small letter provides some disbursement to buy, inform the interactive, active transmission that is based on socialization is shared wait for ability, provided the setting in mobile

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businessman and consumer join directly and interactive opportunity. This also can become the roll booster of transition of general merchandise course of study. But at present O2O layout of home, bazaar can offer finite shift to pay only mostly, the channel of the alternant sex of gregarious media and other have not get through development. The pressure of general merchandise course of study besides come from Internet, also come from a line to finish the other retail trade with approximate function the cent of voice is fed. Go two years, traditional

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department store is come from the double extruding that shopping centers and large trade exceed. Be in alone body general merchandise is low fan period, large shopping center is rising abruptly quickly. Shopping centers is general the form with the inn in inn, reveal a space to enter those who be stationed in a brand to offer opposite independence. Capacious and bright shopping environment makes scramble for sth of brand of a lot of high end. And large trade exceeds hire a hook in by right of low low end brand, drawing dominant position of side of

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many stream of people apparent; Two-way billabong makes in the past “ traditional general merchandise + business exceeds “ assorted mode is in terminative, the net gain of many department stores begins to appear to glide considerably. Among them, 100 fill a company to sold amount to be seventeen billion four hundred and eighty-one million yuan 2013, grow to be only compared to the same period

4.3% , far under the industry average amplitude namely of 15% add fast, net profit glided 58.4% . Net profit appears the enterprise of negative growth still

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includes: Friendly group, new China friendship of the business in general merchandise, Wuhan, Guangzhou, Nanjing is new 100, Nanning is new 100 wait. It may be said of general merchandise course of study thes land is swarmed with famished refugees. Below this kind of pattern, requirement department store should answer on-line to compete on one hand, also want on one hand online ground of more of inn leaving the door learns to the industry condition such as shopping centers. Before entering new world general merchandise, guan

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Chenxu of presiding operation of China of new world general merchandise puts the business that has done estate and shopping center. He laughs say, “Saying shopping centers grabbed the trade of general merchandise now, what grab general merchandise trade in those days actually is me. “ his fame inside course of study only then at “ save “ one of 3 large shopping center of Shanghai big square. He discovers, actually consumer pays no attention to you what to call the name, it is shopping centers or department store, “Can satisfy him to buy, the demand

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that has is the most important “ . But actual condition is, traditional general merchandise market cannot have satisfied a customer besides shop the other demand besides: Congested bar makes passage too narrow, consumer rambles tired cannot find a place to rest, walked along a few floor to do not have coffee hall and cafeteria. Then, he puts forward “ the department store wants shopping centers to change “ . Entered new world 2011, the first thing that he does is a Shanghai the shopping centers element of big square introduces new world general

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merchandise, upgrade to traditional department store. Above all augment meal course of study, in underground lay off of one layer, top layer gives restaurant one layer, guide a client to be consumed randomly, the change did not shop not to eat the convention of bazaar in the past. In addition, introduced the service such as hairdressing, tonsorial, beautiful shell shop, increase adventure playground, cinema, rink these offer a customer place of recreational, recreational. Arrange in Beijing justice general merchandise of new-blown new world

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introduced a 6000 5 bits of smooth rice grade movies city. Before, the mark that city of astral stage picture is shopping centers commonly matchs. Put in Chen Xu look, although shopping centers development is very rapid now, but the issue with empty buy too high rate makes its cannot collect a person gas and “ sell gas “ , general merchandise still has an advantage in compatriots. “The Chinese likes lively, like to be able to feel gotten thing, general merchandise opens wide type this kind, with commodity the industry condition characteristic with adjacent,

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very much choice, our culture likes. This and Europe, United States is different, from culture, chinese consumer is to not be willing, also dare not push the door. “ the change that is aimed at an industry and the change that consume a habit, chen Xu put pair of new world general merchandise to make further structural adjustment. Above all, remove category of white home appliance, beauty of Su Ning, country included store of the electron on the net to overturn already completely this part advantage of traditional general merchandise; Next,

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chop a whole sportswear, withhold A Di only Da Sihe is able to bear or endure overcome two. Chen Xu puts discovery, the habit of consumer is being changed, can move when them general merchandise bazaar won’t come again when tasting brand shop to shop. “What others does is better than us, we abandon be not being done; We should accomplish what our be good at best. “ this is Chen Xu retains importunate concept. The department store saved his strong point, strengthen the laid of the groceries such as gold jewelry, female shoe,

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female outfit and underwear, scarf. Be designed in floor and business door introduces a respect, begin to emphasize introduce precious metal brand (silver, platinic gold) , many female shoe and female outfit, and socks of lady underwear, scarf, silk, adorn article wait for groceries to depend on general merchandise bazaar to exist from beginning to end, “Because they can’t support shopping center in even if shop of the smallest 50 square metre “ . To the dilemma that traditional general merchandise faces, have two years of general

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merchandise from the Beijing University of already check Liu Xingtai of vice director of retail research center thinks, the problem of general merchandise oneself -- the affiliation buckles bit of mode (after commodity sells an end according to certain proportion to business door collection hire) the question is the biggest. Hunan of chairman of Trade Association of Chinese general merchandise repairs Qi Ye to think, future will make the development trend of general merchandise course of study from battalion mode. Be opposite especially

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34 lines city, general merchandise bazaar breaks an affiliation to make, explore

consumer self-supporting fixed mode, is purchase those who accord with local position intermediate brand merchandise is one of outlets. To course of study of traditional general merchandise, should online on the crewel below the line fights at the same time, changing road very hardships. But fortunately, their adversary just also is their teacher, if can Shi Yi grows ability to smooth in order to make, course of study of traditional general merchandise still

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has the opportunity that sole rebounds. Article origin: Chinese entrepreneur 文_本刊记者 张东亚 编辑_房煜你是否曾经设想过这样的购物场景：走进商品琳琅满目的百货商场，看到中意的商品，不用打开钱包，也不用那么多卡，只要打开手机，就可以完成支付。想象中的这一幕让传统百货业砰然心动。新世界百货成为第一个吃螃蟹者。去年10月，新世界百货宣布发行“微乐付”虚拟预付卡，并于12月正式在上海巴黎春天浦建店测试使用。这张虚拟卡片存在腾讯微信中，用户关注“新世界百货微乐付卡”便可生成一张带有二维码的卡片，未

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来可与实体会员卡打通。使用时需要先通过微信支付为卡充值，然后到收银台打开卡片的虚拟条形码界面，收银员使用专用的POS机扫描即可扣款。但是，原计划要在20xx年4月进行全国推广的“微乐付”虚拟预付卡，却不幸撞在枪口上。央行支付结算司于3月13日下发了《中国人民银行支付结算司关于暂停支付宝公司线下条码(二维码)支付等业务意见的函》，叫停了支付宝、财付通二维码支付。在支付环节尝试O2O，新世界百货尚属首家。“（面对电商）我们肯定感觉不好，过去生意太好做，有东西卖就可以了，现在竞争环境变

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了，不同行业的竞争对手都冒出来。原来的E-commerce（电子商务）都落后了，现在是Mobile-commerce（移动电子商务），我们做‘微乐付’卡要做的就是手机业务。”新世界百货中国首席运营官存操着浓重的港腔对《中国企业家》杂志说。来自互联网购物的冲击是致命的一击。根据IBM的调查数据，消费者从实体店购买的比例从20xx年初的84%下降到了72%，而“实体店试穿网上购买行为”的占比从去年的50%下降到了30%。这意味着，随着在线购物的成熟，消费者无需到实体店试穿，已经逐渐习惯直接在虚拟渠道完成购物。

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百货人不愿坐以待毙，被迫寻求变革。曾经傲娇的百货业开始放下身段，努力向那些即将置百货业于死地的对手学习，学习他们如何提供更好的用户体验。去年年底开始，百货公司开始主动和互联网平台进行O2O合作。新世界、银泰、王府井等百货和微信财付通、支付宝合作推出虚拟预付卡、移动支付等不同业务，试图借助新技术提高消费者在百货商场的购物体验。虽然，这些历史悠久的“老学生”们的成绩单还不理想，但这会是新一轮变革的开始。事实上，即使没有央行的叫停，虚拟支付卡能否走很远，尚存疑问。在新世界百货，

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测试人群远远低于预期。在浦建店先期的试行过程中，不到2000人体验了这一“刷手机”购物。大部分消费者还不习惯这一虚拟卡的使用。收到禁令后，新世界集团调整了计划，暂停“微乐付”卡充值业务。此前，腾讯专门派了一支50人的技术团队，也暂停了相关业务。虽然微信支付受阻 ，但是O2O的探索还得继续。传统百货业隐约已经摸到了未来的方向。除去商品的价格因素，它们的另一个顽疾在于传统百货卖场是静态的卖场，坐等客上门，如同一潭死水。而正在被移动互联网浪潮“洗脑”的现代消费者，更习惯可以随时随地互

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动的交易场景。20xx年4月，新世界百货投入两千万升级了商场的WiFi系统，为未来的移动购物做基础建设。此次升级涉及到全国43家门店中的27家店铺。紧接着，新世界引进了两块55×6吋的触控屏，安装在北京崇文门店和上海淮海路巴黎春天店试行。这一触摸屏“购物墙”支持多人多点触摸，消费者可以同时在线购物、获取门店信息和楼层信息、换取礼品券。来到在线购物区域，消费者点击屏幕上出现的商品，会显示商品信息和价格，然后通过微信客户端扫描商品二维码，就可以直接链接到购买的网站，在手机上完成支付和

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配送流程。但是，据工作人员介绍，目前“购物墙”上的商品与店内销售的商品不重叠，是商场与一家在线购物网站合作的商品，因此只能在该网站买到。和消费者互动的另一环节在屏幕切换的“海底”模式，点击屏幕上每条游动的鱼和礼盒，会出现商场提供的礼品券二维码，消费者用手机扫描二维码，可以获取电影票、美容代金券等优惠券。负责技术运营的广宏峥告诉记者，未来，消费者还可以通过扫描鱼身上的二维码，将屏幕中的鱼“饲养”在自己的手机里，随时收到这只“电子鱼”发来的店内活动信息，待鱼儿长大后可以来店内换取

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礼品。他说，“通过这种方式和消费者互动，增强顾客的到店体验，让他们觉得好玩儿。”不过，目前这些尝试尚停留在营销层面，且彼此之间缺乏联络：发放电子优惠券、通过扫描二维码在线购物。在增加消费者购物体验之余，这些环节尚未形成O2O的闭环，来圈住消费者。而在电子商务网站，消费者从浏览商品信息、顾客评价到下单、支付、甚至吐槽，都可以在一个闭环的网页内完成。新世界百货在与腾讯虚拟预付卡的合作中不幸触雷。但其它百货业正在绕过雷区，前赴后继开始自己的变革之路，这背后离不开BAT互联网巨头的推

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动。20xx年3月，银泰和支付宝钱包合作推出了虚拟会员卡“银泰宝”；王府井商业集团、上品折扣等公司则和腾讯继续合作推出了不同形式的微信支付尝试。3月8日，王府井商业集团旗下包括王府井百货大楼、长安商场、东安商场、双安商场等正式接入微信支付。王府井百货集团副总裁兼首席信息官刘长鑫表示，未来的交易会越来越难区别线上线下，因为一笔交易所涉及的查询、比价、咨询、答疑、体验、支付、配送、分享以及售后等各个环节，既包括了线上，也包括了线下。“传统百货业希望借助新技术搭建一个同时覆盖线上线下

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的无缝服务体系，让顾客在不同场景之间随意切换，达到最理想的购物体验。”现在，在王府井百货大楼的各个收银台都能看到“微信支付流程”的引导牌，但本刊记者在试水2个月之后再到商场体验用微信支付购物时，发现这一支付方式早已无人问津。“没有人用，太麻烦了。”一位收银员告诉记者，只有最初搞活动的两天有人尝试，之后便无人问津。收银员也已经忘记如何操作，只能向技术人员电话求助，还要同时将排队等待交款的顾客全部遣散到其它银台。“前几天有个退货的，就是微信支付，特别麻烦，把我折腾怕了。”她

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向记者抱怨。和传统的购物方式一样，消费者在柜台开票后到收银台，收银员把#4@p上的信息，包括#4@p编号和价格输入电脑，生成一个二维码，显示在面向顾客的电脑屏幕上，顾客打开微信，通过“扫一扫”扫码，便出现了交易信息，之后按照指示进行微信支付就完成了购物。由电脑生成的支付订单是一个由交易日期、时间和当天使用微信支付的序列号组成的一串数字。在这一过程中，商场的货品并没有数字化，只由一个电脑系统生成了同等价格的二维码供顾客在手机上支付。北京大学零售研究中心副主任陆兴泰认为，这不是严格

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意义上的移动支付，只能算一个“过渡产品”，远没有达到整个购物过程O2O的闭环。“真正的移动支付是不依赖收银台的，可以在专柜内直接扫码完成。”陆兴泰指出。消费者付丽此前在商场搞活动当天体验了微信支付，她对记者说，“支付的过程，比现金找钱、刷信用卡输密码还快一些，绑定了银行卡只要点手机就行了，但还是要在款台排队。如果当天没带钱包还是有用的，但有几个人逛街不带钱包呢？而且刷信用卡还有积分呢！”刘长鑫对本刊坦承，“现在的O2O说的多，做的太少，我们希望再落实一些。”上品折扣董事尹松认

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为，国内O2O实践的主要推动力量是互联网平台，而国外的推动力量则是百货企业本身，二者不同在于后者的出发点都会考虑到自己的定位、目标消费者、商品组合等特征，围绕提升消费者核心体验为目标来开展全渠道销售；而国内的运营核心是围绕“营销活动”，通过优惠或者电子券的形式，以改变消费者的某种习惯和客流路径为目标。尹松认为移动支付只是全渠道的一个环节，而且必须基于商品的数字化。以美国梅西百货为例，全渠道O2O意味着，从顾客到店起整个购物环节都可以在线上线下进行无缝对接。在支付之前，当消费

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者到店，打开APP在顾客和商场双向确认之后，会收到商家推送的促销信息以及电子Coupon。在其后的逛店过程中，基于蓝牙的室内定位技术会使消费者在手机APP上浏览到附近区域商品的促销信息，进而呈现关于该商品的原材料等详细信息、其他顾客的评价以及比价等——“这个步骤意味着该系统已经和社交媒体链接或者具备社交媒体的交互性。”尹松说。而在支付方面，消费者也有多种选择，可以在完成购买选择后自行扫描商品上的条码，通过移动支付完成，也可以在设定的一些有人或无人的收银点，通过传统方式或者非接触电

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子钱包支付。多种方式的选择保证了顾客在各个渠道间的无缝转移。腾讯微信相关负责人表示，微信具有的支付购买、通知互动、基于社交的主动传播分享等能力，提供了在移动社交的场景内，商家和消费者直接连接和交互的机会。这也可以成为百货业转型的助推器。但目前国内的O2O布局，商场大多只能提供有限的移动支付，社交媒体的交互性以及其它的渠道尚未打通开发。百货业的压力除了来自互联网，也来自线下功能近似的其它零售业态的分食。过去两年，传统百货公司受到来自购物中心和大型商超的双重挤压。在独体百货低迷

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期，大型购物中心正在迅速崛起。购物中心一般以店中店的形式，为入驻品牌提供相对独立的展示空间。宽敞明亮的购物环境使很多高端品牌趋之若鹜。而大型商超则凭借低价租位拉拢了低端品牌，在吸引大量人流方面优势明显；双向分流使得过去“传统百货+商超”的组合模式正在终结，不少百货公司的净利润开始出现大幅下滑。其中，百盛公司20xx年销售总额为174.81亿元，同比增长仅为

4.3%，远远低于行业平均增幅即15%的增速，净利润下滑了58.4%。净利润出现负增长的企业还包括：友好集团、新华百货、武汉中商、广州友谊、

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南京新百、南宁新百等。百货业可谓哀鸿遍野。这种格局下，要求百货公司一方面要应对线上的竞争，一方面也要在线下门店更多地向购物中心等业态学习。在进入新世界百货之前，新世界百货中国首席运营官存做过房地产和购物中心的生意。他笑称，“现在都在说购物中心抢了百货的生意，其实当年抢百货生意的就是我啦。”他在业内的名声始于“拯救”了上海三大购物中心之一的正大广场。他发现，其实消费者并不在意你叫什么名字，是购物中心还是百货公司，“能满足他买到、吃到的需求是最重要的”。但现实的情况是，传

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统的百货商场已经无法满足顾客除了购物之外的其它需求：拥挤的柜台使走廊过窄，消费者逛累了找不到地方休息，走了几个楼层都没有咖啡厅和餐馆。于是，他提出“百货公司要购物中心化”。20xx年进入新世界，他做的第一件事就是把上海正大广场的购物中心元素引进新世界百货，给传统的百货公司升级。首先扩充餐饮业，在地下一层、顶层划出一层给餐馆，引导顾客随机消费，改变过去不买东西就不进商场的习惯。此外，引入了美容、理发、美甲等服务型店铺，增加儿童乐园、电影院、溜冰场这些供顾客休闲、娱乐的场所。在北

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京顺义新开的新世界百货引入了一家6000平米的五星级电影城。以往，星级影城一般是购物中心的标配。在存看来，尽管现在购物中心发展很快，但空置率太高的问题使其无法聚集人气和“卖气”，百货在国人中仍有优势。“中国人喜欢热闹，喜欢能够触摸得到的东西，百货这种敞开式的、和商品接近、选择很多的业态特点，是我们文化喜欢的。这和欧洲、美国不同，从文化上，中国消费者是不愿意、也不敢推门的。”针对行业的变化和消费习惯的变化，存对新世界百货做了进一步的结构调整。首先，撤掉白色家电品类，苏宁、国

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美等包括网上电子商城已经完全颠覆了传统百货的这部分优势；其次，将一整层的运动装砍掉，只保留阿迪达斯和耐克两家。存发现，消费者的习惯在改变，当他们可以去运动品专卖店购物的时候就不会再来百货商场。“别人做的比我们更好的，我们放弃不做；我们要把自己擅长的做到最好。”这是存坚持的理念。百货公司保存了自己的强项，加强黄金珠宝、女鞋、女装以及内衣、围巾等杂货的铺设。在楼层设计和商户引进方面，开始着重引入贵金属品牌（白银、铂金等）、大量的女鞋以及女装，而女士内衣、围巾、丝袜、饰

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品等杂货始终依赖百货商场存在，“因为它们不足以支撑购物中心里哪怕最小的50平方米店铺”。对于传统百货面对的困境，有二十几年百货从业经验的北京大学零售研究中心副主任陆兴泰认为，百货自身的问题——联营扣点模式（商品销售结束后按照一定比例向商户收取租金）的问题最大。中国百货商业协会会长楚修齐也认为，未来自营模式将成为百货业的发展趋势。尤其对三四线城市而言，百货商场打破联营制，探索自营模式，采购符合当地消费者定位的中档品牌商品是出路之一。对于传统百货业而言，要在线上线下双线同时作

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战，变革之路颇为艰辛。但幸运的是，他们的对手恰恰也是他们的老师，如果能够师夷长技以制夷，传统百货业仍有触底反弹的机会。 本文来源：中国企业家

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