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《Contemporary Economic Management》 2018-09
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Research on the Transformation and Upgrading of Chinese Traditional Retail Enterprises under the Background of "New Retail"

Yang Jianzheng;Qi Pengcheng;Wang Tingting;Business School, University of Shanghai for Science and Technology;  
The performance of our entity retailing has declined with the profit sharply reducing, and the incompetence in competition. With the impact of consumption upgrading, the commercialization of new technology and the integration of channel boundary, China's retail industry is at the forefront of a new round of business model change. The "new retail" driven by big data has obvious advantages in terms of consumption orientation, production, marketing, and so on. It plays a prominent role in enhancing the comprehensive competitiveness and operation efficiency of enterprises. At present, the advantages of the new retail mode are greater than disadvantages. Opportunities are greater than challenges and the prospects for development are broad. Combined with the practice of Freshhema and Bingobox, this paper puts forward three transforming ways: to create big data consumer portrait; to build full channel consumption scenario; to build community retail and new shopping center. The new retail model will become a new normal business in the future, and it is also an important choice for the transformation and upgrading of the traditional retail business model in the future.
【Fund】: 国家社会科学基金重大项目(13&ZD178);; 国家教育部人文社会科学基金项目(13YJAZH019);; 上海市教育委员会科研创新重点项目(14ZZ131);; 上海市一流学科资助项目(S1205YLXK);; 上海市自然科学基金(13ZR1458200);; 沪江基金资助项目(A14006);; 沪江基金研究基地专项基金资助项目(D14008);; 上海市研究生创新基金资助项目(JWCXSL1401)
【CateGory Index】: F721
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