On Innovation in Business Pattern and “New Retail”Direction Choice of Retail Enterprises

（Beijing Wuzi University，Beijing101149，China）

Abstract：Research on such innovative leading enterprises as Wal-Mart and Shoes of Prey，who shares their experience on 2016 Digital Summit held by The Retail Industry Leader Association，shows that，first，during the process of retail enterprises’ business pattern innovation，technological innovation is the basis；innovation in value proposition is the target；innovation in channel，key business and customer relation is the method；with the help of technological innovation，the driving force of competition，and the pull of demand，retail enterprises will eventually realize the overall innovation of business pattern. And second，business pattern innovation of foreign leading retail enterprises is demonstrating such trends of all-round channel，zero clearance and borderless retail，experience retail，value added，individualized，transparent，and socialized service，higher management efficiency，and lower cost，which provides business pattern innovation in retail industry (namely the target of“new retail”) with direction guidance，and provides the innovative development of China’s retail enterprises with experience.

Key words：retail enterprises；innovation in business pattern；“new retail”；experience retail