The Study Of O2O’s Innovation Of China’s Retail Industry’s International Marketing In The Era Of Mobile Internet

Now,with the rapid development of mobile internet and cross-border e-commerce, global consumers’ preferences and tastes become more and more similar. Multinational business has become the focus of national retailers.The world traditional retail companies are struggling to develop.The retail industry is undergoing the new 020 revolution sparked by mobile internet technology,which has not only changed the traditional retail offline shop but also online retail platform. Under this background, the international retail giants are turning to new 020 marketing model to improve their customers’experience. The domestic retail industry of China is faced with the problems such as rising "rent" and highly "artificial cost", their profit space is further compressed. At the same time, the domestic large retailers catch the changes of purchasing style brought by the mobile internet, and turn to O2O management pattern by paying close attention to consumers’personalized demand and speeding up the layout of mobile e-commerce and cross-border business. For example, the retail giant Su Ning and Gome Electrical Appliances are at the same time in the progress of developing 020 pattern and show clearly competitive advantage in China’s retail industry.Therefore, under the current retail 020 revolution background and the development of China’s domestic retail 020 cases, the innovation of 020 mode is the best way for Chinese retailers to set up their brand image and enhance the international competitiveness.From the point of the existing research, much progess achieved about the retail internationali-zation.However, most of the scholars in the field studied the process of the developed nations’retailers’expanding markets abroad, and the study about the developing countries’cases are very few, even less about the study of the innovation of Chinese retail O2O’s multinational marketing expansion. Therefore, this article takes Chinese retailers as the research object, and explore suitable 020 international marketing pattern for China’s retail industry. This can not only make up for the theory of retail internationalization, but also provide practice guidance of exploring overseas marketing for our country, as well as the developing countries’retailers.The structure of the study is as follows.First, this paper examines the necessity and current situation of China’s retail industry in international marketing, and then analyses the latest development trend of world retail industry and investigates the international retail giants’ 020 mode such as Argos and macy’s.Then,taking the China’s retail industry giant Su Ning 020 mode for the specific case, this paper analyzes its special 020 patterns and its performance before and after the 020 patterns and find out the advantages and disadvantages of our country’s retailers finding the key elements of the 020 mode’s innovation. Finally, based on the successful experience of international retail O2O practice and SWOT analysis of 020 mode in our country, a set of multinational retail 020 pattern suitable for our retailer are designed which is hoped to contribute to the development of international marketing of China’s retailers.