全球价值链视角下零售业效率测度与升级策略——结合“新零售”实践探索的新思路

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

数字经济背景下线上线下融合的“新零售”商业实践不断推进,全球价值链理论框架的发展为研究零售业的效率提供了新的视角。基于全球价值链理论对我国零售业增加值率和前向价值链长度进行测度并进行国际对比分析后可以看出,零售业升级趋势不是其增加值率的提升,发达国家整体出现零售业前向价值链长度缩短的趋势,这是零售业向价值链下游本位的回归,意味着零售业流通功能的效率提升;我国零售业经过多年粗放式发展效率仍相对落后,原因体现为传统分销体系的效率落后、传统“地产模式”困局和供求矛盾凸显;价值链逆向牵引和去中心化的探索、数据要素投入下的供需匹配、全渠道业态转型等“新零售”业态创新为零售业价值链缩短、效率提升带来新思路和发展路径。我国零售业应进一步开放行业竞争,缓解供求矛盾,避免供求矛盾导致零售业前向价值链进一步拉长;消除行业壁垒,促进零售渠道整合及零售服务融合,缩短零售价值链长度;丰富和完善零售业法律法规制度,补足现有零售消费体制、监管体制短板,营造“新零售”发展的必要政策环境;加大信息化系统及信息服务在企业供应链、客户价值链等各价值活动上的投入,促进零售企业数字化转型。

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.