“This book is particularly suitable for investors who already have a thorough understanding of financial instruments but are unable to enjoy the investment journey. The element they lack is often the inability to integrate their personality into the investment process... After reading this book, you will see a significant change in the investment journey experience.”
——Gerard Lee(李浩进), CEO of Lion Capital Management Company (member of OCBC Bank Group)

“This is a refreshing book on how to make wise personal investments”
——Dr. Sung Cheng Chih(宋诚之), CEO of Avanda Investment Management Co., Ltd.

★A forward-looking masterpiece of the new retail revolution；
★Brand merchants, channel merchants, and retailers must read it；
★Pioneering the "5cm" theory - practicing "data-driven business and reconstructing user relationships".

Small Data—The sublimation and focus of Big data, it is an intangible and valuable asset that enterprises can use in the era of Internet of Things. Every user's behavior trajectory, preferences, shopping records, and even their time and space on the internet have data. After collecting and depositing these data, enterprises can analyze and excavate them in a targeted manner, which helps them understand users and reconstruct the relationship between enterprises and users. With these, entrepreneurs can also gain insight into the opportunities, grasp the potential needs of users, carry out precise marketing, predict changes in the entire industry, and predict users' future consumption tendencies.
Self Retail--- A new model of retail industry evolution, it is a kind of reconstruction of user relationships. This book is based on the author's own real business practice and thinking. It not only elaborates on the evolutionary laws and directions of the Internet of People and retail in theory and concepts, but also tests them in practice. It uses small data strategic thinking to guide enterprises to achieve the reconstruction of user relationships and practice new retail models.

Zhou Hongming (周宏明)
He gained master’s degree in Computer Science from New York University in the United States. He is also a visiting professor at Shanghai Jiao Tong University EMBA, founder of the Small Data Research Center, and digital strategy expert, focusing on the value of user data for business models. He has over 30 years of work, entrepreneurship, and retail management experience in the internet and information technology fields, as well as over 10 years of corporate consulting experience.

Yuan Xiaoyun (袁啸云)
He is a financial writer, publishing planner, and an observer of enterprise innovation and industrial change, focusing on Case study of enterprise transformation. He is currently the editor in chief of the 5:00 Business Research Institute, planning and publishing many financial books.

Preface Do You Really Understand Users?
Chapter 1 Retail Evolution Theory
Chapter 2 New Retail Racing
Chapter 3 Retail 5.0 Mode: Self-Retail
Chapter 4 Big data and Small Data
Chapter 5 The New World We Live In
Chapter 6 User Relations and Value Connections
Chapter 7 Actual Combat: “5cm”
Chapter 8 User Data Management--1CM
Chapter 9 Precision Marketing--2CM
Chapter 10 Demands Mining--3CM
Chapter 11 Brand Insight--4CM
Chapter 12 Layout of Self-Retail--5CM
Chapter 13 Entering Retail