Study On New Retail Strategy Of The Chun V Shopping Center

With the deep penetration of the internet and the application of new technology,it leads the society's consumption habits and means of transaction to a revolutionary change.The rise of E-commerce,not only breaks the ruling pattern of traditional brick and mortar retail(refers to a physical form of a business in a building or store),but also gravely influence those who are unable to follow the era of conformity,and unable to transform in a timely manner for survival.The future belongs to the era of new retail,in order for traditional brick and mortar to adjust into new retail form,while requiring repositioning of oneself,it also depends on the drive of technical strength,expansion of online marketing channel,and online-offline integration;providing consumers with consistently featured omni-channel and online-offline shopping experience.Chun V shopping square is a traditional shopping center located in Yanshikou,Chengdu.Situates within the Chun-Yan shopping district of downtown Chengdu filled with commercial complex,resulting in abnormally fierce market competition.Since the grand opening of Chun V in 2014,it rapidly began to face problems such as customer loss,sales performance decline,and increasing merchant withdrawals;multiple adjustments at different magnitude were attempted but did not successfully improve current situations.This article focuses on Chun V shopping center,other common traditional retail enterprises and e-commerce as its object of study.Mainly from applying methods such as,PEST analyses,3C model,STP analyses,and differentiation competitive strategy etc.to aspects of channel strategy,technology adoption,marketing positioning and differentiation strategy etc.to further analyze traditional retail as well as Chun V shopping square itself,also annotate the concepts of new retail and raise the suggestion for an advocate of transformation to new retail mode.To start off,this paper introduces the present situation of Chun V shopping center with its inability to make profit and the slow progress towards a potential business failure;as well as the common decrease in the outstanding achievement of most traditional retail business forms and the harsh reality of mass closing and repositioning of companies.Through the evaluation of the habits and changes in consumers of the internet era,the existing advantages of the e-commerce channels,thus compare and analyze them with the shortcomings of the Chun V shopping center channels.Following by the analysis of Chun V against the state of operation and market position of the competitors within the same shopping district,realizing the inaccurate market position that Chun V had established in the start of its business.It possesses unclarity and lacking in the competitiveness of differentiation strategy and technology planning etc.Finalizing with suggestions of how Chun V can reposition competitors and itself,as well as to fully utilize the internet and new technology to improve efficiency and competitiveness in omni-channel(online+offline)and technology strategies of its company.