基于“新零售”背景下中国体育用品业零售转型与升级研究

Research on the Transformation and Upgrade of the Retail of China's Sporting Goods Industry under the Background of "the New Retail"

采用文献资料法、文本分析法,对中国体育用品企业实现"新零售"所具备的条件进行深度分析。主要结论:中国体育用品业企业线上线下销售深度融合还处于初级阶段,智能化销售还处于基础建设阶段,销售难以达到零库存要求,体验式消费发展状况良好,定制化产品技术落后于国外企业。建议:中国体育用品企业销售要重构"人、货、场"关系,强调消费者的需求;逐步建立智慧供应链,依据"需求侧"升级实现供给侧结构的深度改革;积极提升企业零售竞争力等。

Using literature reviews,text analysis and other methods,this paper thoroughly analyzed the requirements for China's sporting goods companies to achieve the condition of"the New Retail".The result indicates that the integration of online and offline sales of China's sporting goods industry is still in its infancy,intelligent sales are still in the beginning,sales are difficult to meet the requirement of zero inventory,but the experiential consumption development is in good condition,and the technology of customized product is still left behind from the foreign companies.This paper suggests that China's sporting goods companies should reconstruct the relationship between"people,goods and scene".It is vital to emphasize the needs of consumers,gradually build an intelligent supply chain,carry out indepth reform on supply-side structure based on the upgrade of"demand side",and actively enhance the retail competitiveness of the companies,etc.