关键词: 到家O2O, 到店O2O, 集聚特征, 餐饮空间, 深圳市

Abstract: The Internet has penetrated into all people's life and the local O2O (Online to Offline) has entered people's daily life. According to the different business scenarios, local O2O includes home-based O2O and shop-based O2O. Interestingly, home-based O2O and shop-based O2O have a different impact on the commercial space. Based on the open data, a comparative study on the layout characteristics of both home-based O2O stores and shop-based O2O stores in the downtown area of Shenzhen was carried out in this work. Moreover, the internal causes of the difference in the spatial layout were systematically analyzed from the perspective of consumers and merchants. From the extracted results, it was demonstrated that the various differences in the spatial layout of the home-based O2O stores and shop-based O2O stores are mainly manifested as follows: on the urban scale, both types are concentrated in the business centers. However, home-based O2O stores are scattered around business centers and concentrated again in marginal areas of the business centers. On the microscopic scale, home-based O2O stores prefer street facing less than the shop-based O2O stores and they penetrate more into the center of hinterland. According to the further analysis of the business types of the home-based O2O stores and shop-based O2O stores, home-based O2O stores are mainly employed for commercial activities with a high degree of convenience, such as fast food, milk tea, deserts, etc. Differently, shop-based O2O stores are mainly suitable for commercial activities with high experiences, such as Guangdong cuisine, hot pot, etc. The underlying reasons for these effects are analyzed as follows. From the perspective of consumers, most catering shops have two discrete network marketing modes of group buying and take-out. As far as street-facing shops with geological advantages are concerned, consumers prefer group buying and these shops are evolved into shop-based O2O stores gradually. For some shops, which have poor accessibility in the study area, consumers prefer online take-out and they are gradually evolved into home-based O2O stores. Hence, different choices of consumers brought shop types on the Internet platform, which are different from the traditional ones, resulting in different spatial layouts. From the perspective of merchants, owners of shops with relatively high experience demands, pay more attention to the construction of the dining space in shops. On the other hand, owners of shops with high convenience demands pay more attention to online management, but pay fewer attention to the dining space in shops and they even don't need dining spaces. As a result, only a delivery group to deliver products to consumers' homes is required. Hence, different types of shops have different demands for building spaces and the Internet platform offset losses caused by the differences in the spatial layout. As a result, merchants have more flexible and diversified options of shops rather than the limiting within the street-facing areas.
　　Based on the data analysis and mechanism analysis, enlightenments on planning in two aspects and trend judgment were proposed. Firstly, attention shall be paid to the redevelopment of marginal areas of the business center in the business diffusion pattern. It was suggested to cooperate with E-commerce to build local O2O "business factories" and improve the urban spatial quality. Secondly, the properties of the service points can be classified by changing the classification modes and layout of the traditional public service facilities with consideration of the spatial heterogeneity of the business facilities. For example, the existence of geological positions optional for commercial service facilities have become diversified and flexible by configuring road accessibility of the shop-based O2O stores and time accessibility of the home-based O2O stores. Meanwhile, the planning level of business facilities can be more refined to adapt to the fragmentation trend of convenient facilities for people. Finally, the "home-based" trend of non-marketization public service facilities was evaluated. Since service facility buildings might be more simplified and forms like "service station" might be developed, the scale of the public service facilities might be smaller, but the service radius might be larger. Public service facilities are also easier to be provided in blocks with poor accessibility. Besides, public service facilities can be combined with traditional ones during hierarchical planning to form a network system with "one center and multiple nodes". The proposed model can provide people get high-efficiency medical, education and other services conveniently in cities.

Key words: home-based O2O, shop-based O2O, agglomeration characteristics, catering spaces, Shenzhen