Conference Presentation, Keynote
Online to Offline 2.0: Experiments and Examples from China
- A seamless digital society characterized by reciprocal influence between online behaviors and offline worlds is expected to emerge, with the "Online-to-Offline 2.0" phenomenon already present.
- Physical retail spaces plan to combat declining foot traffic by deploying technology such as magic mirrors, augmented reality, and service robots to deliver personalized experiences previously exclusive to online environments.
- Data collection scope will expand to include every surface as an output and all actions, including non-purchase interactions like emotions and spoken words, as inputs, raising potential consumer concerns regarding privacy and comfort with data sharing by entities like Amazon Go.
- Alibaba aims to execute a vision of supplying products and recommendations to over 6 million convenience stores in China, while Tencent's smart retail concept may evolve to require no human intervention.
- The O2O 2.0 framework is predicted to extend beyond retail into commercial workplaces for tracking working hours and room utilization, and into residential spaces where IoT devices and phones will interact with utilities and neighbors.
- Global product and design standards are projected to shift toward mobile-only principles featuring visual layouts and infinite scrolling rather than multiple browser tabs.
- Future outlooks include risks related to consumer ambiguity regarding the extensive data collection required by advanced retail technologies and the feasibility of large-scale implementation for massive convenience store networks.