Measurement and Upgrade Strategy of Retail Industry Efficiency from the Perspective of Global Value Chain

——New Ideas from New Retail SHEN Hua-xia and YIN Feng

（Shanghai University，Shanghai200044，China） Abstract：In the digital economy，the online and offline integration of new retail is developing；and the global value chain theory provides a new perspective for such development. The authors use the global value chain theory tool to calculate the forward value chain length and the value-added rate combined with the input-output model for theoretical and empirical analysis， and draws the following conclusions：1. the new round of retail industry upgrade is not value-added rate increase as the length of developed countries is generally shortened；2. after many years of extensive development，China's retail industry has a lower efficiency；3. innovation in new retail bring us with new ideas and development path. We should，first，further encourage industrial competition，relieve conflict between supply and demand，which will be used to avoid that the forward value chain of the retail industry be further stretched；second，we should eliminate industrial barriers，promote the integration of retail channels and retail service，and shorten the length of retail value chain；third，we should enrich and perfect the related law and regulations，strengthen the weakness in current retail consumption system and supervision system，and create the necessary policy environment for the development of new retail；and fourth，we should increase investment of information system and service in such value activities as enterprise supply chain and customer value chain，and promote the digital transformation of retail enterprises.

Key words：retail efficiency；length of value chain；new retail；retail upgrade