Exploration and Research on the Category Management for the Chain Retail Enterprises： Taking Jiajiayue as Example

In this paper, we conduct research on the category management for chain retail enterprises while taking Jiajiayue as the example. Category management theory research has more than ten years history, its core has been basically mature theory. The future study of category management focuses more on how to make the category management theory and be combined closely with the enterprise actual and pays more attention to the effect of the implementation and effect. Implementing category management investment return period is how to curve and how to evaluate the effect of the category management. The supermarket of the category management innovation is a huge project without a reasonable and predictable return that will be conducive to category management decision-making is unfavorable to the supermarket profits change after the implementation of category management right evaluation. Under this background, we propose our novel perspective on the corresponding issues to form the better theoretical analysis on the issues that is meaningful.

Should Low-Frequency-High-Consumption Enterprises Add Online-to-Offline Platforms?An Empirical Study Using the VAR Model

This study investigates the impact of online-to-offline(O2O)platforms,such as Ele.me and Meituan,on offline sales in low-frequency-high-consumption industries,specifically a mid-to-highend liquor distribution chain.Using data from 77 offline stores in Beijing collected during 2019-2022,the study employs a VAR model to analyze the relationship between offline sales and the use of O2O platforms.The results reveal a long-term equilibrium between the two,with most indicators showing a positive impact of O2O platforms on offline sales.The research provides valuable insights for lowfrequency-high-consumption enterprises in making multi-channel decisions and quantifies the impact of O2O platforms on offline sales.