Author(s)

Shuting Wang

Corresponding Author

Shuting Wang

ABSTRACT

In recent years, the development of China's retail industry is facing great challenges. The overall scale growth of the retail industry has declined significantly, and the disadvantages of physical stores and pure e-commerce are emerging. Driven by consumption upgrading and the impact of new retail development, the upgrading and development of traditional retail industry to new retail model is inevitable. This paper analyzes the development dilemma of the current traditional retail industry, and then looks forward to the development characteristics and trends of the new retail model. And then, this paper puts forward the path selection of the future transformation of China's retail enterprises from five aspects: value proposition, value chain, relationship network, organizational basis and profit mode

KEYWORDS

New retail, Physical retailer, Transformation path