Research On The Development Status Of E-commerce Transformation Of Large Traditional Retailers, Problems And Solutions In China

The fusion of traditional retail industry and e-commerce has become a majortrend of the development of the global retail industry. In our view, the e-commercetransformation of large traditional retailers has become the main direction ofdevelopment of the retail business and is also an important means to make China’s retailenterprises bigger and stronger. E-commerce transformation brings enormousopportunities for development of large traditional retailers, but also a challenge to thedevelopment of large traditional retailers.Facing e-commerce’s impact, China’s large traditional retailer such as Sunning isincreasing in the layout of the e-commerce market and launched its own e-commerceplatform. But for many large traditional retailers, they generally take a wait-and-seeattitude, This mainly lies in their e-commerce business profitability is expectedambiguity and transformation changes the flow of people, goods and capital flow, etc.How to deal with this shock? How to seize this opportunity? How to build e-commerceplatform and strategy deployment? This research has a strong practical significance onthese issues.This paper first defined starting from the concept of a large traditional retailers ande-commerce and analysis based on the theory, through large amounts of data todemonstrate the development of traditional retail and traditional retailers’ e-commercetransformation in China. Next, this paper analyzed the major problems of our traditionallarge retailers’ e-commerce transformation, from four angles of the strengths,weaknesses, opportunities and challenges in the transformation of a large traditionalretailer to e-commerce in China. Finally, this paper proposed corresponding measuresfrom the platform to build and priority areas for the development of a strategicperspective.