School of Management, Shanghai University, Shanghai 200444, China
In the market economy, every advancement in retail theory stems from the vivid practice of the retail industry. The traditional retail development requirements and the support of national policies have spawned a new retail model. Based on this background, this paper compares the difference between new retail and traditional retail from the connotation and characteristics of new retail, and illustrates the model with the practice of typical enterprises as an example. The discussion of the dilemma and development path provides a reference for the strategic transformation of traditional retail enterprises.
new retail, omnichannel, traditional retail transformation strategy
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