Research On The Motivation And Realization Path Of China's Retail Industry "going Out"

Since the reform and opening up,China has made great achievements in commodity production,commodity circulation and foreign trade.China’s manufacturing output in 2017 was close to 33%of the world,output value scale ranks first in the world.Since 2009 China has become the world’s largest exporter of goods for 8 consecutive years.The total retail sales of social consumeption goods in 2017 is more than 36 billion yuan,ranked the second in the world for many years.China has become a country of veritable big commodity circulation,However,due to the lack of independent channels of circulation or world-classic circulation enterprises in the world,China is not a country of powerful commodity circulation.Compared with developed countries,China has too little influence on international circulation.The world famous retail enterprises come in a throng since the opening of China’s commodity market in 2004,at present,most of the world’s largest retail enterprises have settled in China,the retail industry has become the most open and competitive industry in China.But under the tide of internationalization,Chinese retail enterprises have been passively accepting the challenge from international competitors without taking the initiative to make an international response.Since the implementation of the national strategy of "going out" in 2001,China’s foreign direct investment continues to expand.Since 2012 China’s foreign direct investment has been ranked third in the world for the past 3 years,then ranks second in the world in 2015.However,what uncoordinated with the status of China’ big power of good exporter and outward foreign direct investment and a large number of foreign retail enterprises to enter the Chinese market is the obviously lagging of China’s retail enterprises "going out".THE STATISTICAK BULLETIN OF CHINA’S OUTWARD FOREIGN DIRECT INVESTMENT IN 2016 shows that at the end of 2016 China’s outward foreign direct investment stock of wholesale and retail is $169170 million,only accounted for 12.5%of China’s total foreign direct investment stock $1357390 million.2016 China’s wholesale and retail outward foreign direct investment flows is $20890 million,only accounted for 10.7%of China’s total outward foreign investment flows $196150 million.It is worth noting that China’s foreign out direct investment in retail industry is mainly concentrated in Hongkong and ASEAN,few in other countries and regions,whether investment flow or investment stock.Retail internationalization began in late twentieth Century,after entering in twenty-first Century,benefit from the progress of information technology and market deregulation,the retail industry to expand overseas investment to further accelerate the pace,not only developed countries with more firms in developing countries to participate,transnational business has become one of the important management strategy of retail enterprises,internationalization has increasingly become an important feature of the global retail industry.According to DDT’s"GLOBAL POWERS OF RETAILING 2018",there are 168 companies operating in two or more than two countries in fiscal year 2016 of global retail top 250 enterprises,internationalization rate is 67.2%.WAL-MART international well-known retailers and Carrefour respectively in the 29 and 34 national business,which WAL-MART has 5332 stores in the United States,there are 6363stores distributed in Asia,America,Europe and other overseas markets,the year 2016 total net sales of $481317 million,including overseas market(excluding Sam’s Club)contributed $116119 million the contribution rate of more than 27%.In 2016,the number of Carrefour stores reached 11935,5539 in France and 6396 in 34 countries and regions in Europe,Asia and America,and contributed 53.16%of the annual sales of 76.65 billion Euros.It can be said is the internationalization of these large multinational retail enterprises to succeed and become one of the key factors for the industry giants,WAL-MART by virtue of its substantial gains in the global layout,and for many years ranked the world top 500 enterprises.State Council has been pointed out on the OPINIONS ON PROMOTING THE MODENIZATION OF DOMESTIC TRADE CIRCULATION AND CONSTRUCTING LEGAL BUSINESS ENVIRONMENT on August 28,2015 that we must promote the transformation from a big circulation country to a powerful one to serve economic and social development better,so it is necessary to establish an open and integrated circulation system,improve the ability to utilize two markets and two resources in the world,therefore we must vigorously implement the "going out" strategy.To promote the expansion of domestic distribution channels overseas and make a global supply chain system,encourage circulation enterprises and manufacturing enterprises "go out" by cluster type,improve cooperation of international production capacity and equipment manufacturing,at the same time encourage e-commerce enterprises to go out" to enhance the level of internationalization of Internet information services.To create a platform for integrating development of internal and external trade.Service the "One Belt and One Road" strategy,promote interconnection of domestic and international market,create a distribution network of integrating development of internal and external trade.After the baptism of the internationalization of local retail competition,China’s retail enterprises initially possessed the resource of capital,technology,management,brand etc.to "going out",going out" could be the main direction of the transformation development and innovation of Chinese retail enterprises.In the background of the economic globalization,circulation industry internationalization and the industrial control right of the world transferring from manufacturing to circulation,actively promoting Chinese retail enterprises "going out" to form a linked development of retail enterprises in the domestic and international market is an important part of China’s to construct new pattern of open economy,has great significance to improve International competitiveness of China’s retail industry,enhance the position of China’s international division of labor,promote the China’ converting from a big trading country to a powerful trading country and from a big circulating country to a powerful one,strengthen the national competitive advantage of China’s economy in international competition,it is a major issue that needs to be studied at present and in the future.This will be China retail foreign investment enterprises as the research object,analyzing the importance of internationalization of retail enterprises in China,in-depth study on the general experience of multinational retail enterprises internationalization successfully,the literature research method,statistical analysis method,field investigation method and case analysis method used,from the macro,intermediate and micro levels of three in the current system of unique national conditions and the special historical circumstances of China’s retail industry "going out" to achieve the path.This paper begins with the "going out" strategy of retail enterprises,analysis of the importance of "going out" of Chinese retail enterprises.Then,using foreign experience for reference to discuss the implementation path of Chinese retail enterprises to "go out".Following this logic expand discuss in accordance with the general framework of "strategy presentation,international experience comparison,status description and case analysis,path choosing".There are four parts in this paper,the first part is the introduction,including the first and the second chapters,mainly discuss the background and significance of the topic,theoretical sources,research methods,research ideas and framework,the main innovation and deficiencies.The second part is the issue presentation,which is the third chapter of the paper,summarized the development,evolution and implementation of the "going out" strategy since it was proposed in 2000,and the current development of China’s retail industry,propose the necessity of "going out" for Chinese retail enterprises.The third part is the fourth chapter of the paper,which is the international experience comparison to analyse the experience and lessons of the internationalization of retail enterprises in developed and developing countries by the type of case study.The fourth part is study of the path of "going out" of Chinese retail enterprises,including the fifth,sixth,seventh and the eighth chapters.The fifth chapter is the present situation of Chinese retail enterprises "going out",analyzing the situation of Chinese retail enterprises "going out" by means of statistical analysis and case study,and analysis of the opportunities and challenges faced by Chinese retail enterprises.The sixth chapter is the analysis on the role of Cross-Border Electronic Commerce in China’s retail enterprises "going out".The seventh chapter is the analysis on comparative advantages of Chinese retail enterprises "going out" at the background of the "One Belt and One Road".The eighth chapter is to docking the initiative of "One Belt and One Road" to analyse the strategy of Chinese retail enterprises "going out".