电商冲击下实体零售企业复兴的竞争战略机制——基于名创优品的个案研究

The Revitalized Competitive Strategy Mechanism of Traditional Offline Retailers Under the Impact of Online Retailers

近年来,呈现爆发式增长的中国电商,打破了代表各类零售业态均衡发展的零售技术边界线的稳定。传统实体零售企业逐渐背离平衡点,其存续与发展面临着巨大挑战。通过对实体零售企业中逆势成长具有代表性的名创优品的案例研究发现,传统实体零售企业再次靠近零售技术边界线、恢复各类零售业态均衡、实现电商冲击下实体零售企业复兴的有效竞争战略机制为:利用成本领先战略,创新重组零售技术,降低零售成本;利用差别化战略,活用品牌价值,提高零售服务水平;综合企业各项能力因素,总体性靠近、超越零售技术边界,构建核心竞争优势,实现各类零售业态再均衡。

In recent years, the explosive growth of Chinese online retailers has broken the stability of the retail technical boundary which represents the balanced development of various retail formats.Traditional offline retailers gradually deviate from the balance point, and its survival and development face great challenges.Through the case study of the representative opposite trend growth in the traditional offline retailers,it is found that the traditional offline retailers are close to the retail technical boundary again.The effective competition strategy mechanism of restoring all kinds of retail business equilibrium and realizing the revival of traditional offline retailers under the impact of online retailers is： taking advantage of cost leadership strategy, innovating recombinant retail technology, reducing retail cost; using the differentiation strategy, the brand value is used to improve the level of retail service; comprehensive enterprise＇s ability factor, the overall approaching, beyond the retail technology boundary,building the core competitive advantage,realizing all kinds of retail business state rebalancing.