The Theoretical Framework and Research Paradigm of “New Retail”

（1.Yuantong Research Institute，Yuantong Express Co.，Ltd. Shanghai201705，China 2.Logistics Information Sharing

Technology and Application of National Engineering Laboratory，Shanghai201705，China）

Abstract：“New retail”is to propose the related enterprises to combine their online，offline and mobile channels，promote the transformation from price consumption to value consumption with the help of these integrated channels， drive the restructuring of retail business type and supply chain with the help of big data and AI，promote the transformation and upgrade of physical retail with the help of Internet way of thinking，and improve the circulation efficiency and service level taking“new logistics”as the support. The intrinsic logic and critical path of evolution from traditional retail to“new retail”is：first，the extension of“omni- channel”with the core of breaking the existing model that only depending on offline channels，using online and mobile channels to extend retail enterprises’marketing channel，and relieving the limitation on offline channels in terms of time，space and price，and the enrichment of customer consumption with the help of traditional retail and new channels；and the second，the driving of“New Retail ”，which provides“new retail”with internal technological support，and the update of business type with the help of traditional retail and new technology. The“New”of“new retail”is not only the enterprises’ mentality of pursuing changes，but also to consciously make innovation in business pattern，which needs the matching of such new factors as new technology，new logistics and new enterprise culture.

Key words：new retail；omni-channel；“the ship of new retail”；mobile channel；new technology