The Meaning,Pattern and Development Path of “New Retail”

China Business and Market - - 第一页 - ZHAO Shu-mei and XU Xiao-hong

(Changchun University of Chinese Medicine,Changchun,Jilin130117,China)

Abstract:“New retail”means all the activities involved in changing and making innovation in traditional retail pattern with the help of Internet new technology and idea to sale the products and service to end users. It is not only the simple O2O integration in terms of interaction and logistics,but also the integration of such innovative technologies as cloud computing and big data. It does not only include all the channels,but also surpass that;it breaks through all the existed boundaries,and contacts with consumers with a brand-new face,which makes the consumers to purchase the commodity they want within the shortest period of time. The core of“new retail”is to improve users’experience,and there are three patterns of that:first,while combining O2O logistics,realizing the integration of commodity and logistic channel;second,providing the experiential consumption service within a broader scope to realize scenarized consumption;and third,building the“new retail”platform which involving the employees of retail enterprises and the up- and down-stream partners. Only with the help of combining new manufacturing,new finance,new technology and new resources,will the sound development of“new retail”be realized.

Key words:“new retail”;Internet +;omni-channel;cross-boundary integration

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