In this ever-changing era, the changes that come around are always unpredictable. Not long ago, Suning’s unofficial shop opened its doors in Beijing. Its biggest attraction, “Paying Face Payment†black technology, has earned enough eyeballs to allow people to see the future of “eat by the faceâ€.
In fact, the success of the brush-face payment consumption model has been driven by the drive and penetration of technology. The driving force behind this is artificial intelligence. The combination of accelerating consumer upgrades and the advent of new retailers has provided fertile ground for the growth of many emerging consumer models. At this point, the seamless integration of artificial intelligence has once again refreshed consumer awareness of new retail sales. So how will artificial intelligence empower new retail? This article will analyze this.
Brush face payment is how to achieve?
The realization of brush face payment should be attributed to the increasing maturity of the technology of "face recognition" in artificial intelligence.
The so-called facial recognition technology belongs to a category of biometrics technology; and biometrics technology refers to the close combination of high-tech means such as computers and optics, acoustics, biosensors, and biostatistics principles, utilizing the inherent physiological characteristics of the human body and Behavioral characteristics to identify individuals, including our familiar fingerprint identification, palmprint recognition, retina recognition, bone recognition, heartbeat recognition, etc., belong to this category.
As for face recognition, after extracting facial feature values ​​and comparing information, artificial intelligence pattern recognition and computer vision techniques are used to identify individuals. In other words, each person's face is a unique set of DNA sequences, and the extremely complex coded data corresponding to different faces can be easily recognized by intelligent terminals.
In order to study what kind of influence the brush face payment can have on customers, I went to a shop in Suning to experience one. Different from Alipay's brush-faced payment video, which was circulated on the Internet, Suning's face payment does not need to enter the last four digits of the mobile phone number to verify. It is only necessary to enter their own face information in the “Suning Finance†App in advance, and this can be achieved. You can pay for the entire shopping process by simply facing the camera twice (including once in the store and once in the payment and settlement), even if you are grimacing, wearing a hat, or even covering your own half face, you can easily identify it. In addition, based on the customer's browsing history in the store, the terminal device can also display information about product recommendation, which is also a bright spot.
It is undeniable that the new model of brush face payment has brought shock to consumers. The reason is as follows:
First, the convenience of brushing your face is unmatched by other means of payment. After experiencing the changes of “cash payment → POS machine swipe payment → mobile phone sweep code paymentâ€, people’s lifestyle has been completely changed by the convenience brought about by the payment means innovation. However, the previous payment method still did not get rid of the paralysis of hardware devices, until the payment of face brush, completely subvert it.
Compared with mobile payment, brush face payment is no longer dependent on hardware devices such as mobile phones, but also saves customers the trouble of remembering passwords and inputting passwords, and truly realizes the combination of people and wallets or bank cards—after all. There will be no electricity, poor signal or even lost, but your face will never encounter similar problems. The consumers themselves are walking living purses or bank cards. The prior art can completely achieve second recognition and second verification, and the face recognition rate of up to 99% also greatly reduces the risk of information and password theft. In addition, compared to device-based fingerprinting payment methods, the quick and convenient way to pay for a face is equally inconceivable.
Secondly, the experience of the scene brought by brush face payment is refreshing. In addition to payment channels, payment scenarios are also increasingly valued by people. Nowadays, the face payment is no doubt more attractive than the previous payment methods. Imagine that when someone else is still picking up a cell phone, launching an app, or entering a password, you already look at the screen with a slight smile. Just one “face kill†or “side face killâ€â€”it's like completing a selfie. , payment will be successful in an instant. Such a cool and cool black technology brings an unprecedented sense of novelty. The most important thing is that this kind of payment scene will inevitably be sought after and favored by those young people who pay more attention to quality and service and pursue personalization, fresh stimulation and diversification, high quality and experiential consumption, and they are becoming future consumers. The main force in the group, it is foreseeable that the prospect of paying for the face will be considerable.
A small step in the wisdom scene, a big step in new retail
Nowadays, the era of large consumption upgrades, the increase in residents’ income levels and the increase in purchasing power have made their demands for the marginal tendencies of consumption and consumer quality increasingly strong. At the same time, when the consumer groups in the post-85s and the 90s gradually dominated and began to lead the consumer trend, the overall consumption habits and consumer psychology in the market were quietly changing. In this way, in comparison between supply and demand sides, consumers already have the upper hand, and the retail industry as a supplier must cater to the needs of consumers and change them, otherwise it will not be able to adapt to the current market environment.
Driven by the consumption upgrade, the new retail industry has emerged as a new business. There has been a lot of discussion about new retail, but in fact it still stays at the conceptual level. Although Ma Yun's characteristics of "offline + online + logistics" in relation to new retail are well known, it is still a common problem faced by major retail giants that what kind of new retail should be developed in reality or how new retail development should be developed.
The author believes that the advent of brush-face payment provides an effective solution for the development of new retail: taking the offline point of entry, through the establishment of smart consumption scenarios, give full play to the advantages of online data and offline experience, and The two are fully integrated so that they can meet people's various emerging consumer demands in the context of consumer upgrades, thus enabling them to take the initiative in the new retail era.
Needless to say, the scene is extremely important to consumption. The scene here is not merely referring to how gorgeous or chic decoration the retail outlets have, but refers to the psychological needs that meet the scenes of their imagination and satisfy consumers' feelings of the entire scene.
Nowadays, people's demand for the whole process of shopping has not only stayed at the commodity level, especially for more and more young consumer groups, they both call for high-quality goods and call for characters, things, plots, etc. Comprehensive consumption scenarios; if people, objects, space, and plots are felt to be able to touch their own inner scenes, then they are not only willing to patronize but are more willing to pay for this process of satisfaction. In other words, on the face of it, they are buying their favorite products. Actually, they buy far more than the goods themselves, but they are derived from the consumption scene that can satisfy the imagination and inner needs of the brain.
Accelerated consumption upgrade is the trend of the times, and the concept of the supremacy of consumer demand has become the purpose of the retail industry in the new era. Therefore, only with the characteristics of satisfying people's pursuit of new demands for quality, personality, and experience, can they win in the new retail.
Compared with online retailing, and without mentioning the ever-decreasing price advantage, from the perspective of consumer experience appeal, online retailing has not been adapted to the current development trend, and can only be achieved through regression and expansion of offline entities. Shop to find the answer. Thus, perfecting the offline is the first and most important step in the new retail era. Naturally, the single and backward consumption scenario of traditional physical stores can no longer cater to the needs of the times. It must be transformed and upgraded to a smart scenario before it can be seen as an eye-opener.
How does facial recognition technology enable new retail?
Go back to pay for this matter. It can be argued that brush face payment is a model for successfully introducing artificial intelligence facial recognition technology and other Internet technologies into the retail industry and creating smart consumption scenarios. As mentioned above, the reason why it can give consumers new and fresh feelings is that people's hearts have been satisfied with the scenes that were once only seen in sci-fi films, and the smooth and convenient payment process has taken place. The pleasure is not at all comparable to the traditional payment model.
Not only at the payment level, "face recognition" technology can also accurately analyze the flow of visitors, including gender, age, expression, and preferences, so that the user's portrait can be more clearly defined, thus optimizing the product. Configuring an increase in conversion rate, even if the store encounters incidents of product theft, through the analysis of the obtained data, it can also pull bad customers into the “black list†or reduce their credit level. In addition, user preferences obtained by “face recognition†can also be backlined online, and the resulting data can be fed back online to manufacturers, helping manufacturers to more fully understand consumer needs, and then develop products accurately and design marketing strategies. These are perfect ways to perfectly realize the inherent requirements of the new retail “opening up the lineâ€.
Therefore, it can be said that the artificial intelligence technology represented by brush-face payment has created new energy for new retail sales for the construction of smart consumption scenarios; driven by artificial intelligence technology, business models are rapidly developing. Change, which also promotes new retail to a big step toward maturity.
However, it needs to be pointed out that emerging business models driven by advanced technologies seem to be questioned or feared by people for security issues. And such a cool face payment as a payment method that has been available for a long time, and it is so close to money, is naturally no exception.
In theory, face features are extremely unique, so payment should be more secure; but from a practical point of view, there are still some security risks:
On the one hand, facial features are easily copied. As we all know, the most common method of cracking passwords is copying. The cases of decryption by stealing digital passwords and taking fingerprints have been exhausted. Compared to digital passwords recorded in the brain or other mediums, exposed faces are more easily copied. By taking a picture, a person's facial features can be completely obtained and copied, and the face payment system can be fooled by using a cosmetic technique or a fraudulent method such as photo recognition.
On the other hand, the leakage of personal information. Today, with advanced technology, it seems that people can easily find out all kinds of consumer information through pervasive channels. For face payment, how can the personal information safety factor be ensured once the human body code, such as the face feature, is given to someone to keep it? Does getting facial features of users involve personal privacy? Will payment based on face scanning systems lead to the leakage of individuals’ personalities based on location services after widespread adoption?
However, on the other hand, the hidden dangers of security are ubiquitous. The wheels of history are rolling forward and the general trend cannot be blocked. It is precisely this reason that the so-called ignorance is not concealed. Nowadays, the appearance of brush face payment has officially announced the opening of a new era. If the further maturation of technology can safeguard the security issue, the future of brush face payment will undoubtedly become brighter.
How will future artificial intelligence empower new retail?
With the rapid development of artificial intelligence technology, its use is also growing. In the era of new retail, artificial intelligence will undoubtedly continue to support the reform and development of the retail industry, and bring more surprises to consumers and suppliers. In addition to the above-mentioned relying on facial recognition technology to enhance the user's consumption scene experience, artificial intelligence will at least also energize new retail in the following aspects:
First, the intelligence of customer management. Emphasis is placed on the analysis of customers, target customers, target customers, precise push, and analysis of the potential needs of target customers. It truly builds 360-degree portraits of every customer without dead ends and understands the consumption for manufacturers. The provision of convenience, and thus to achieve accurate research and development and marketing, this is also the previous brush face payment can already be completed.
Second, the intelligent management of goods. Based on the diversification of customer needs and the enormous wealth of goods, companies can also use intelligent means to manage their merchandise and eventually transition to flexible production and personalized products.
Third, the intelligentization of supply chain management. Establish an efficient supply chain system to form a supply chain intelligent management system based on consumers, store sales, and customer integration to improve business efficiency and reduce corporate inventory and supply chain costs.
Fourth, the intelligentization of logistics management. Ensure that the correct goods are in the correct warehouse, and that the delivery efficiency will be greatly improved. Linking the judgment of potential customer needs to supply chain and logistics warehousing systems, applying intelligent technologies and big data analysis to solve similar warehouses where commodities are deployed, how to make commodity stacking more reasonable, and logistics distribution route optimization. In addition, intelligent customer service can also be carried out to provide services from pre-sales to after-sales services and receive users in unlimited quantities.
In short, the application of artificial intelligence in retail is not only stuck in the imagination, but has been frequently performed in our lives, and the application of the scene has become more and more popular. What kind of exciting future will come out? Let us wait and see.
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