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| Research on the Evolution Logic of the New Retail From the Perspective of Consumption Experience |
| WANG Zhengpei，LI Guoxin |
| 1. Ludong University, Yantai， Shandong, China； 2. Harbin Institute of Technology, Harbin, China |
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Abstract This paper studies the evolution logic of new retail from the perspective of consumption experience. Through case studies, this study draws the following conclusions: The front-end of new retail realizes the integration of online and offline retail mode. The middle-end solves the consumption pain points and development bottleneck in the traditional retail mode with the support of emerging technology, while the back-end is the flexible supply chain system of retail industry. New retail is different from traditional retail in operation mode, relationship with upstream and downstream main body and consumption experience. The logic of the evolution and development of new retail is taking the traditional retail consumer experience pain point and development bottleneck as the breakthrough point, taking the new technology as the traction and taking the service quality and the market benefit as the endogenous driving force.
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Received: 10 October 2018
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