新零售模式的缘起、影响及应对

Research on New Retail Model

"新零售"的产生主要是源于四个方面:线下的零售商发展遇到史无前例的发展瓶颈;线上的电商平台增速放缓;O2O模式没有从消费者角度考虑;消费需求变迁.新零售对实体零售、网络零售和物流三个方面的巨大影响,提出五点建议:传统零售务必转型;线上线下共建零售产业生态圈;线上线下充分应用新技术;加大政府政策指引与支持力度;制定和完善相关法律法规.

Electronic business has entered a slow growth period after the rapid expansion period.The physical retail has been seriously impacted by the e-commerce,and it has reached the critical juncture of extinction without transformation.Therefore,Starting from the study of the concept of"new retail",this paper analyzes the status quo and development of online platform,offline channel and logistics network of new retail,and concludes that the emergence of"new retail"is mainly due to four reasons:Firstly,the development of offline retailers meets unprecedented development bottleneck.Secondly,slow growth of online e-commerce platforms.Thirdly,O2O is not"new retail".Finally,the change of consumer demand accelerates the arrival of the"new retail"era.This paper analyzes the great influence of new retail on brick-and-mortar retail,online retail and logistics,and finally summarizes and puts forward some constructive suggestions.