“新零售”背景下传统零售业供给侧改革

The Supply Side Reform of Traditional Retail Industry against the Backdrop of New Retail

近几年,电子商务在强势打压传统零售业的同时,自身发展也遇到了瓶颈。新消费时代,消费者的购物需求已由物质满足层次上升至精神体验层次,电商价格优势不再明显。"新零售"概念的提出恰好给电商行业和传统零售业带来了新发展机遇。线上线下物流相融合,强调客户体验式消费和个性化服务,创新了零售模式,与供给侧改革下适应客户需求动态变化不谋而合。结合"新零售"背景下零售行业现状,分析了传统零售业所面临的困境,进而提出相应的转型升级建议,助力于传统零售业的供给侧改革。

In recent years,e-commerce industry has come to its bottleneck despite its overwhelming advantages over the traditional retail industry.In the new consuming era,consumers＇ demands have risen from the material level to spiritual level.Moreover,price is no longer an edge for the e-commerce.The concept of New Retail provides an opportunity for both the e-commerce industry and traditional retail industry.It allows the integration of online and offline logistics,stresses the importance of experiential consumption and individualized service,innovate the retail mode and meet the demands of the supply side reform.Considering the current situation of the retail industry against the backdrop of New Retail,this paper analyzes the difficulties faced by the traditional retail industry and puts forward some concrete suggestions to help it through the supply side reform.