Research On The Transformation Mode Of N City Communication Retail Stores

With the rapid development of technology and the profound influence of mobile Internet,the business model of the communication industry is changing,and the retail stores as the important channel of selling communication products,equipment and providing customer service,are facing serious competition and challenge.In 2017,it was considered to be the cold winter of the industry.The sales volume of mobile phone in China began to decline for the first time after eight years’ increase.In addition,the increase in operating costs and changes of consumer’s behavior,many of the retail stores’ profitability have reduced,and the enterprises are facing difficulties.The State Office issued the 2016 Seventy-eighth article "the opinion of the State Council Office on promoting the innovation and transformation of the real retailers",which pays great attention to the status of the real retailing industry,and encourages the enterprises to innovate and transform.At the same time,the mobile Internet giants have put forward the concepts such as "Alibaba-new retail","JD-borderless retail",and make suggestions for the offline channel.In such environment,retailers in the communications industry,especially the small and medium-sized enterprises,must respond actively,adjust their strategies,optimize the stores to adapt to this kind of change,and improve their competitiveness and profitability,which can help them spend the winter successfully and meet the 5G spring of the industry.In the communications industry,the Mi stores,JD stores,Suning stores and Brookstone are considered to be the typical cases for the innovation and transformation of retailing.We focus on nearly 3000 retailing channels in city N,which is a SBU(strategic marketing unit)of the industry.Some of the stores have been upgraded,improved or even totally rebuilt,and have run for a period of time,which can provide business data and experience for us.In this paper,we made a detailed analysis on the changes of the communications industry’s macro environment and the advantages and disadvantages of the retail stores.We also analyzed the innovation and transformation scheme of the communication retailers under the influence of the Internet thinking and Omni-Channel retailing,and clarified the logic and key factors including the product strategy,the sharing system,the operating,and the platform strategy.On this basis,we focused on the real cases of the stores in city N,studied the implementation of the innovation and transformation plan,evaluated the actual results,fund out some problems,and provided several suggestions for the other retail enterprises.Finally,according to the development trend of the industry and technology in the next three to five years,we predicted the layout and positioning of the retail stores,which may provide a reference for the enterprise to make development plans.