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RETAIL
EVOLUTION2023
AUSTRALIA
dentsu
ABOUTTHISPIECE
ThisreportisanevolutionoftheFutureofRetail,reviewingtheeventsof2022andthefutureimplicationsforretail
successandinnovationin2023andbeyond.
Inthisclimateofgeopoliticaland
financialuncertainty,wealsowantedtoexplorehowAustralianconsumersare
feelingabouttheirfinancialsituationandtheAustralianeconomyandwhattheyarebuyingandcuttingbackon.
OuranalysiswasbasedonourDISCUSsurvey–conductedasanonlinesurveywithfieldworkrunningeachweekfromMondaytoFriday.Werecruitn=400
randomlyselectedAustralians16+fromanonlinepaneleachweek.Thesampleisrecruitedwithspecificnationally
representativequotasinmind;based
uponage,genderandlocation–aswellasextensivesecondaryresearchfrom
varioussources.
2dentu/RetailEvolution2023
KEYCHALLENGES
REMAINBUTSAVVYRETAILERSARE
TURNINGTHEMINTOOPPORTUNITIES
Afteraverystrongyearforretail,thelastquarterof2022,andparticularlyDecembershowedthebeginningofa
slowdowninconsumerspend.Mostexpertspredictamore
difficult2023,asconsumersentimentstartstobereflectedinconsumerbehaviour.Therisingcostofliving,higher
housingcostsandmortgagepaymentswithinaglobalbackdropofuncertaintywillhaveanegativeimpacton
consumers’sentimentandspendingin2023.Accordingto
theABS1retailsalesvolumesfell0.6%intheMarchquarterof2023.
Inaddition,theindustrycontinuestofaceotherongoing
challenges,inAustralia,butalsoglobally.Businessesface
staff-shortagesanddifficultiesfinding,training,andretaining‘human’talent,butatthesametimea‘newretailworkforce’isshaping;theuseofdigitalhumanscontinuestoadvanceatafastpace,someretailersarealreadyusingthemaschat
botsandinfluencers,ortomodelfashiononlineandhelpwithcustomerfittings2likeJapanesefashionbrand
ZOZOtown,andAIcompaniessuchasSoulMachines,arenowofferingGPT-3integrateddigitalinfluencerslikeSuki.Otherretailersareoptingfor100%automationsolutions:Buddy’sbar,anewbarinSydney’sNewtownhasnobartendersandinDecember2022,McDonaldsopeneditsfirstfullyautomatedrestaurantinTexas.
Supplychainissuesarelikelytocontinueatleastuntilmid-2023accordingtoARA.Managementofsupplychainsand
inventoryvisibilityandoptimisationshouldbeakeyareaoffocusforretailersin2023andmovingforward,consideringthat65%ofAUcustomersexperiencestockouts,withnearly40%ofthosegoingtoadifferentretailerforthesameorasimilarproduct3buttechnologyishelping;andRFID,smart
shelves,robots,cloudcomputingandmachinelearningkeepgainingmomentumforstockmanagementand
inventoryoptimisation.
3
dentsu/RetailEvolution2023
InJuly2022,HugoBossrolledoutRFIDtechnology
globallyinallitsstoresandInteliscurrentlyworkingonAIpoweredsmartshelvestodetermineoutofstock
productsandtodeliverpersonalisedexperiencesatpointofsale.
Lastmilecontinuestobeachallengeforallretailers,asitisprobablythemostcomplexandexpensivepartofthe
supplychain,butakeypartoftheshoppingexperienceforcustomers.Ourownresearchshowsthatonlinedelivery
delays(36%)wasthebiggestsourceoffrustrationwhenshoppingonlineduringthe2020COVID-19outbreakandcurrent2023DISCUSdatashowsthatcostofdelivery
(35%)andnotwantingtowaitfordelivery(29%)aretwoofthemainreasonsstoppingAustralianconsumersfromshoppingonlineafterthedesireforaphysicalexperience.
Brandsaretappingintoinnovationandexceptional
deliverycustomerservicetosatisfyconsumersdemand
forfasterandbetterlastmileexperiences.InNovember,ColestestedapilotdronedeliveryserviceintheGold
Coastandsomepremiumfashionbrandsarepartnering
withluxurycourierservicessuchasBritish’ToshiorHarperConcierge4tohandleathomeadjustmentsandreturns;
withthelaunchinAugust2022ofAmazonfreeone-daydeliveryforPrimemembersinSydneyandMelbourne,
Amazonisagainsettingnewexpectationsforconsumersandanewbenchmarkforretailersinthisspace.
DespiteresearchshowingthatmostAustralians(53%)
willbemoreloyaltoretailersthatofferseamlesscross
channelexperiences5,retailersarestillplayingcatchupandonly¼ofAustralianretailersletconsumersstart
transactionsononechannelandcompletetheminthe
other6.SavvyretailerssuchasWalmart,NikeorZaraareleadingtheway,evolvingomnichannelexperiencesto
reduceconsumerfrictionandimplementingmoreflexibleoptionssuchasBOPIS,ROPIS,‘fulfilmentstores’and
othernew‘omniservices.’Theaimistogetclosertothecustomerandsatisfytheirexpectationswhilsttryingtoreducethemassivecostsofdeliveryandreturns.
dentsu/RetailEvolution2023
WHATCONSUMERSARETELLINGUS
RIGHTNOW
AsAustralianconsumersareincreasingly
impactedbytherisingcostoflivingand
inflationarypressures,wehaveaskedthem
howtheyfeel.Wehavealsoaskedabouttheirmainconcernsandwhethertheyare
cuttingdownonexpensesorplanningto
cutdownonexpensesinthenext6months.
5dentu/RetailEvolution2023
HIGHLEVELSOFCONCERN
ConsumersmainfearsatpresentaretheAustralia’s
economy(30%),Climatechange(15%)andtheHousingmarket(14%).
56%aremoderatelytoextremelyconcernedabout
theircurrentfinancialsituation(14%arenotconcernedatall.23%BabyBoomersarenotconcernedatall).71%aremoderatelytoextremelyconcernedaboutthe
strengthoftheAustralianeconomyatthispoint.
WomenareshowinghigherlevelsofconcernabouttheAustralianEconomy-73%ofwomenare‘moderatelytoextremelyconcerned’vs.68%ofmen.Whenaskedto
ratetheirlevelofconfidenceintheAustralianhousingmarket,theaverageAustraliangavearatingof41/100;men45/100andwomen36/100.
Consumersarefocusingontheessentials;theaverageAustralianisallocating37%oftheirincometohousingandessentials(e.g.mortgage,rent,utilities,essentialbills)and26%oftheirincometogroceries.
56%
OverhalfofAustraliansare
moderatelytoextremelyconcerned
abouttheircurrentfinancialsituation.
BUTTRYINGTOSTAYCALMANDINCONTROL
Whenweaskedthemabouttheirmostdominant
emotions,somewerenegative;‘Anxious’(19%),
‘Depressed’(11%),‘Sad’(6%),‘Bored’(6%)andAngry(4%)butalsopositive;‘Calm’(16%),‘Grateful’(11%),‘In-control’(10%),‘Hopeful’(9%)and‘Joy’(8%).OurDISCUSsurveyisshowingthatoverallAustraliansarestillfeelingslightlymorepositivethannegative
emotions.Whenweaskedthemwhattheyneednow,theyrespondedthatSecurity(19%),Stability(13%),Positivity(11%),Freedom(10%)andNormalcy(9%).
dentsu/RetailEvolution2023
THE‘GREATCUTBACK’
Consumersaretryingtostayincontroloftheir
finances,andtheyarecuttingdownonexpenses.
WhenweaskedAustraliansaboutthemethodstheyarecurrentlyusingtocutdownonexpenses,60%
respondedthattheyarecookingmoremealsat
home,54%arediningoutlessfrequently,54%arepurchasingcheapergroceries,49%aredelaying
majorpurchases(i.e.,car,homeappliances),48%
arecuttingbackonotherentertainmentoutsideofhome(i.e.,movies,concerts),47%arecuttingbackonfooddelivery,45%arediningoutatcheaper
establishments,44%arecuttingbackon
internationalordomestictravel,43%areswitching
tohome/whitelabelbrands,40%arecuttingbackonpaidgym/sportsfeesand35%arepurchasing
moreorstartedtopurchasemoresecond-hand
items.22%respondentshavenoplanstocutdownonexpenses.
Theglobalsubscriptione-commercemarketsizeisexpectedtoreach$904.2billionby20267butmanysmallDTCsubscriptionservicesmaynotsurvivethe‘GreatCancellation’alreadyfeltintheUKandtheUS.Australianconsumersarecertainlycuttingbackonentertainmentsubscriptions.Australians
cancelledmorethan1.3millionvideostreaming
accountsintheDecemberquarteranddatashowthattheycontinuetodosoin20238.Ourresearchshowsthat29%arecurrentlycancelling
entertainmentsubscriptions(i.e.,Netflix,Stan)tocutdownonexpenses.
Luxuryfashion,jewellery&accessoriesand
electronics&whitegoodsarethecategoriesmostimpactedbycutsinspending.
WhenweaskedAustraliansaboutthemethodstheyareusingtocutdownonexpenses
46%
Areswitchingtocheaperbrands
Whenweaskedconsumersaboutthemethodtheywouldconsidertocutdownonexpensesinthe
next6months,theoutlooklooksmorepositive.Lessrespondentsareplanningoncuttingbackacrossallcategoriesandthenumberofpeoplethathavenoplanstocutdownonexpenses
increasedto39%(from22%).Itwillbeinteresting
toseeifthis‘Greatcutback’isshort-livedandwhetherthesemorepositiveintentionswill
translateintoactionsinthenext6months.
QUESTIONSFORBRANDSANDRETAILERS
1.Howcanwebestalignourmarketingstrategywithconsumers’needsandconcernsfor2023?
2.Howcanwedesignnewcommercestrategiestohelpconsumersfeelincontroloftheirbudgets?
3.Areweprovidingthemwiththesecurity,stabilityandpositivitytheyneedrightnow?
4.Areweclearlyandtransparentlycommunicatinghowwearesupportingthemviapricediscounts,loyaltyandre-commerceschemes?Arewetransparentlycommunicatingpriceincreasesandwhythisishappening?
7dentsu/RetailEvolution2023
WHATWEEXPECTFORRETAILIN2023
In2023weexpect4subtrendsthatstemfromthemainretailtrendsidentifiedinthe
dentsuShopperDNA:TheFutureofRetail
•Pragmaticsustainability:In2023sustainableactionswillbealifestylechoicebutalsoaneconomicnecessity.
•SubtleTech:Retailersareturningtotechnologytofutureprooftheirbusiness,cut
costs,anddeliverbetterCX.However,movingforwarditisimportanttofindtherightbalancebetweenhumanandautomatedexperiences.Technologyshouldbeuseful,
convenient,andunobtrusive.
•BattleofTitans(forthecustomer,theirdata&themedia)Titanbrandscontinuetheirbattleforconsumers,theirdataandthemediaintheirnever-endingquestforgrowthanddiversification.
•Seekingahumantouch:ConsumersarereturningtoIRLretailpostpandemic.Savvyretailersareofferingthemsensorialexperiencesandapreviewofthestoreofthefuture.
8dentsu/RetailEvolution2023
PRAGMATIC
SUSTAINABILITY
Sustainableproductshaveseensalesgrow5.6timesfasterthan
thosenotmarketedassustainable.
HarvardBusinessReview
In2023wewillseethatsustainablevalues&habitsandthecost-of-livingcrisiswillencouragemany
consumerstoreducetheirconsumption.Sustainableactionswillbealifestylechoicebutalsoan
economicnecessity.Actionslikebuyingsecondhand
items,repairingproductsinsteadofthrowingthemaway,drivinglesstocontrolpetrolspendingor
cuttingbackonheating,electricityorwater
consumptiontomanageutilitybillswillbepervasivein2023.
Ourresearchshowsthat35%respondentsare
currentlypurchasingmoreorstarttopurchasemoresecond-handitemstocutdownonexpenses.
Whilstresearchshowsthat80%ofconsumersnowprefertobuybrandsthatalignwiththeirvalues9
recentAPACdentsuKantarresearchshowsthatthereisstilladisconnectbetweenconsumer
intentionandactionwhenitcomestosustainable
consumption,andoneofthemostcommon
challengesformarketers(56%)isconvincing
consumerstowalkthetalk,asfewpeoplewhoreportpositiveattitudestowardecofriendly
productsandservicesfollowthroughwiththeirwallets10.Thereareobviouslyawiderangeof
reasonsbehindthisconsumerbehaviourbutthereisnodoubtthatthereisstillabiggapinthemarketforbrandstomakecost-effectiveproductsthatalign
withconsumers’environmentalvalues.
dentu/RetailEvolution2023
SUBTLETECH
60%oforganisationsin
Australiawillscaleuptheirroboticprocessautomation(RPA)orachievean
enterprise-wideRPAby2025.UiPath
Theretailsectorcontinuestoincreasetheadoptionofautomation.Itisestimatedthat40%ofthesector
isnowautomated,butthiscouldjumpto60-65%
overthenextthreetofouryears11.In2022,wehaveseenanexpansionofautomatedstoresandan
increaseinthenumberofself-checkoutsand
automatedinterfacesorrobotsinstoresaswellasAIandindustrialrobotsinsupplychains.AIand
machinelearningarealsoincreasinglyusedtopersonaliseshoppingexperiencesortoforecastdemand.
Australianretailershavefacedmanychallenges
duringthepastfewyears.FromCOVIDlockdownsandrapidchangesinconsumerbehaviour,tosupplychainissues,labourshortagesandinflationary
pressures.Retailersarerelyingontechnologyto
futureprooftheirbusinesses12,improvetheirbottomlineanddelivertheomnichannel,convenientand
hyper-personalisedCXthatconsumersincreasinglydemand.
However,technologyshouldbeuseful,convenientandunobtrusiveandmovingforwarditisimportanttofindtherightbalancebetweenhumanand
automatedexperiences,anexampleofthisisthe
movebysomeretailersfromonlineAIbotstomoretraditional‘human’SMScustomerserviceas
consumersseekahumantouchindigitalchannels.13
dentsu/RetailEvolution2023
BATTLEOFTITANS
(FORTHECUSTOMER,
THEIRDATA&THEMEDIA)
RMNswillbethethirdbigwaveindigitaladvertisingfollowingsearchandsocial.
eMarketer
Titanbrandscontinuetheirbattleforconsumers,
theirdata,andthemediaintheirnever-endingquestforgrowthanddiversification.TheGrowthofRMN’s(RetailMediaNetworks)acceleratedin2022and
accordingtoForbesisnowthefastestgrowingad-
supporteddigitalmediachannel.eMarketer
estimatesthatAmazon’snetadrevenuesin2023willbemorethanGoogleandMetacombined14.
Consumers’dataistheforcebehindtherapidgrowthofretailmedianetworks,anditisalsoatthecoreofotherTitanBrandssuchasGoogleandMeta.The
meteoricgrowthofAmazonasaretailmedia
networkshowsthatTitanBrandscandiversifyand
scaleveryquickly,gainingcompetitiveadvantageinnewverticalsastheysitonanextremelyvaluable
poolofdataandpredictiveinsightsintotheir
customers.Moreimportantly,consumersrespondtothis‘serendipity’andconsistentCXwithloyalty.OurConsumerVisionshowsthatby2030TitanBrands
willbeaone-stop-shopformostconsumers’needs.ForesightFactoryresearchdemonstratesthatthemorepeopleuseonebrand(suchasAmazon)for
servicestoday,themoreopentheyaretoofferingsfromthesamebrandinthefuture.
dentu/RetailEvolution2023
2023SEEKINGAHUMANTOUCH
1in10Australiansadmittedtocallingcustomerservicejusttohearahumanvoice.Genesys
WhileeCommerceremainsverystronginAustraliaandwillcontinuetogrowand
potentiallydominateretailinthefuture,it
onlyrepresents18%ofthemarketatpresent15.Consumershavebeenreturningtobrick-
and-mortar-storestoenjoythetactile/humanexperienceandtodiscovernewproductspostCOVID-19.
dentu/RetailEvolution2023
IT’SNOTPHYSICALVSDIGITAL.IT’SBOTH.
AustraliaPostshowsthatretailerswithphysicalstoresandonlinepresenceshowacollective7%increasein
shareofonlinespendcomparedto2019andtheAydenAustraliaRetailReport202216highlightsthat51%
ofAussieconsumersaremoreloyaltoretailerswho
havebrick-and-mortarstoresandonlinestores,48%ofcustomerssaidpersonalisedcustomerservicewas
anotherreasonforin-storepopularity.
OurownDISCUSresearchshowsthatmostAustraliansshopinstoreorprimarilyinstore;
38%
saytheyshopprimarilyinstorebutwillpurchasesomeitemsonline.
onlyshopinstore.
shopinstoreandonlineequally.
shopprimarilyonlinebutwillpurchasesomeitemsinstore.
30%
18%
12%
Themainbarrierstoshoppingonlinearethat
48%
liketophysicallyseeortouchtheitemstheypurchase.
35%
35%
enjoyshoppingandbrowsinginstore.thecostofdeliveryistoohigh.
29%
don’tlikewaitingfordelivery.
Oneoftheprimarybenefitsofin-personshoppingisimmediacy,29%don’tlikewaitingfordelivery
whichmeansthatsame-dayonlinedeliverycould
potentiallybecomemoreappealingthanphysically
goingtothestoreforasignificantsegmentofconsumers.
Women(51%)aremorelikelythanmen(44%)
tosaythatliketophysicallyseeortouchthe
itemstheypurchase;theyarealsomorelikelytosaythatthecostofdeliveryistoohigh(41%)orthattheynevermeettheminimumamountfordelivery(16%).
Menaremorelikelytosaythattheyliketogetexpertadvicefromstaffmembers(14%).
Boomersarethegenerationmostlikelytosay
theyliketophysicallyseeortouchtheitems
theypurchase(61%)theyarealsomorelikelytoenjoyshoppingorbrowsinginstore(40%)andtogetexpertadvicefromstaffmembers(15%).Theyarealsomorelikelytosaythattheydon’tliketosharepersonal
detailsonline(creditcarddetails,address)22%.
Themainbarrierstoshoppinginstoreare
crowds
betterdealsonlinebetterpricesonline
enjoyshopping&browsingonline.
27%
27%
24%
24%
Womenaremorelikelythanmentosaytheydon’tlikecrowds(31%vs23%)andtheyare
theyarealsomorelikelytosaythattheyenjoyshoppingandbrowsingonline(28%vs19%).
Millennialsaremorelikelytosaythattheyliketohavetheirshoppingdelivered,comparedwith
theothergenerations(18%),theyarealsomorelikelytosaythatitishardtofindwhattheywantinstore
(23%),andthattheydon’tliketalkingtostaffmembers(18%).GenZaremorelikelytosaythatthereisbetteravailabilityofproductonline(31%),thatshopsaretoofaraway/it’sdifficultformetogototheshop(27%).
Theyarealsomorelikelytosaythattheydon’tlike
talkingtostaffmembers(18%)andthattheirfavouritebrandsdon’thaveaphysicalstore(18%).
ResearchfromGenesys17showsthatAustralian
consumersfeelmoststrongly(69%)thatacompanyisonlyasgoodasitscustomerservice,comparedtotherestofAPAC.Anempatheticexperiencewasrankedasthehighestimportance,and58%agreedtheywill
chooseanempatheticexperienceoveraspeedyresolution.Australianswantcustomerservice
employeestolistentothem(84%),understandtheir
needs(82%)andprovideconsistentanswers(81%).Asretailautomationincreases,‘real’humanserviceand
skillswillbeincreasinglypositionedandsoldasa
premiumproductorservicepropositiontoconsumers.
dentsu/RetailEvolution2023
QUESTIONSFORBRANDSANDRETAILERS
2023willkeepbrandsandretailersontheirtoes,actingasareminderthatagilitymustgohandinhandwithuncertaintimes.However,agility
doesn’tmeaninconsistency.Inacontextof
decliningloyaltyandfleetlyconsumers,brandsandretailersneedtobeconsistent.Ourresearchshowsthat‘Reliability’and‘CustomerFirst’are
thetwomostimportant‘trust’attributesfor
consumerswhenitcomestotheretailindustry.Somequestionsthatbrandsandmarketersneedtoaskthemselvesinthisclimateofdeclining
loyaltyare:
Doourcustomerstrustus?
Arewetrulyreliableandcustomerfirst?
Dowereallyunderstandtheirvalues?Are
weprovidingconsumerswithcost-effectiveproductsthatalignwiththesevalues?
Howcanwekeepourcustomerstrulysatisfiedsotheywanttoreturntous?
2023willbeayearthatwillchallenge
consumersandretailersreadinessandresiliencebutalsoayearthatwillofferusasmallpreviewoftheretailoutlookofthefuture.Ayearof
growthandtransformationforthoseretailers
thatkeepevolvingwithconsumers’needsand
responsiblyembracethemanyopportunities
thatgame-changingtechnologieshavetooffer.Somequestionsthatbrandsandmarketersneed
toaskthemselvesinthiscontextoftechnologicalchangeare:
4
6
Areweresponsiblyadoptingthesenewtechnologies?
Areweprotectingconsumersdataand
onlyusingittodeliverbetterexperiencesforthem?
Arewedeployingtherightbalancebetweentechnologyandthehumanexperiencesthatourcustomersstilldemand?
dentsu/RetailEvolution2023
RETAILEVOLUTIONROADMAP
2019(PRE-COVID)
“HEMA”pioneersblendedshoppingexperiences.
‘Spectacular’retail.DTCtrend.
2020/21
eCommercegrowth.‘Quick’commerce-
direct/functionalconsumers.TitanBrandsstarttodiversify.
2022
Retail‘everywhere’.Metaverseretail.
GrowthofDTCandD2A(Direct-to-avatar)
2023
“Buyitanywherefromanyone.”
eCommerce(18%ofmarketin2023*)andMCommercecontinuemomentum.
IRLstoresfocusedonprovidingimmersive
experiences,exceptionalcustomerserviceandahumantouch.
AIRetail:AIandmachinelearningforpersonalisation.
Re-commerce.
15Source:*AustraliaPost
2030
Omniscientretail.
Consumerscoring.Brandswillbeabletorankconsumersofferingspecial
products/servicesto‘5starconsumers’andrefusingtoselltoothers.
Firstglobaldronedeliverysystem.
2040
Mosttransactionswillhappenonline,VRandARwillprovidemoreimmersive
experiences.
Physicalstoreswillbesmaller,morecuratedshowrooms.
Customproductsondemand.Drone/robotdelivery.
2050
eCommercedomination.
‘Self-stores’:Hyper-personalisedphysicalstoresorlocalcommunitystores.
‘Instantaneous’delivery.Greenretailornoretail.
Customproductsondemandi.e.3Dprinting.
dentsu
dentsu/RetailEvolution2023
THANKYOU
CatalinaBurge
BusinessIntelligenceDirectorCatalina.Burge@
REFERENCES
1.ABSMay2023.‘Retailvolumesfallforsecondstraightquarter’Availableat
.au/media-
centre/media-releases/retail-volumes-fall-second-straight-quarter
Accessed9thMay2023
2.HarvardBusinessReview2023.SeymourMike,LovalloDan,RiemerKai,DennisAlan,YuanLingyao2023.‘AIwithahumanface.’Availableat
/2023/03/ai-with-a-human-face
Accessed28thMarch2023
3.McKinsey&Company2022.‘Emergingcautiously:Australianconsumersin2022’.Availableat
/au/our-insights/emerging-cautiously-australian-consumers-in-2022
Accessed7thMarch
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