Research on the Essence，Causes and Practice Trends of “New Retail”
（1.Shandong Jiaotong University，Jinan，Shandong250357，China；2.Shandong Agricultural University，Taian，
Abstract：Drove by such factors as IT，consumption upgrade and competition trend，China’s retail industry is facing new opportunity of transformation，namely the“new retail”with profound integration of“online + offline + logistics”.“New retail”is the return of the essence of retail；it is the comprehensive type of retail business that can better meet the consumers’ multidimensional and integrated requirement with all-channel and extensive type of retail business.“New retail”is also the result of reversed transmission of the pressure and the strategic behavior of e-businesses to obtain competitive advantages. In the“new retail”era，the offline entities are different from the traditional retail entities；the development and application of big data is the key of“new retail”，which will determine the basic pattern of“new retail”；and there are so many enterprises，such as Ali and Jingdong，have already become the pioneer. We should treat the“new retail”，the new emerging things，with the attitude of openness；the government should provide it with necessary policy environment；and the basic idea of cooperation and sharing should be highlighted，enriched and perfected in the development process of“new retail”.
Key words：“new retail”；multidimensional causes；online + offline + logistics；consumer experience