Research On The Changes Of Guangzhou Retail Business Space Under The Background Of New Retail

The emergence and rapid development of new retail is related to the following factors:First,with the popularity of the Internet and the development of e-commerce,the physical retail industry is experiencing difficulties and is facing an urgent transformation.At the same time,after rapid growth,online retailing is also facing the problem of rising bottlenecks and slow development.The ever-increasing consumption potential makes the consumption behavior begin to change,and the pursuit of more convenient,personalized,and free consumption experience.The new retail,which is driven by the reverse consumption mode of production,is centered on the consumer experience,aimed at reducing costs and increasing efficiency in the industry,and driven by technological innovation,which has caused changes in the urban retail space.Guangdong Province,as a province with advanced technology and advanced information,accounted for 14.6% of the national new retail market in 2018,and Guangzhou ranks fifth in the national new retail city development comprehensive index.The influx and development of new retail formats have promoted changes in the urban retail business space.Studying the changes in Guangzhou's retail business space in the context of new retail will not only refine the study of business and urban geography and urban planning,but also provide a reference for the academic community to the research of new retail from the perspective of space or city planning,as well as a glimpse into the new era.The changes and future trends of retail commercial space under the background will guide the optimization of urban retail space and community retail space.On the basis of literature research,this paper sorts out the spatial trends of retail business,and then analyzes the mechanism,characteristics and mechanism of new retail sales.At the same time,it deeply analyzes the causes of consumer behavior changes and consumer characteristics,and summarizes the results of behavior changes.The practice of new retail in retail business provides theoretical support for subsequent case studies.The thesis focuses on the practice of new retail in retail business,and selects Fresh Hema,which is representative of new retail and has a huge data system and stable development,as the research object.Through the analysis of the national distribution of Fresh Hema,the new retail such as Fresh Hema starts from the first-tier cities with developed information and technology and gradually expands to the surrounding and even the whole country.Taking the first-tier city Guangzhou as the research object,through field investigation,the spatial expansion characteristics,urban location,functional layout,spatial organization,overallimage and other aspects of Guangzhou Fresh Hema were analyzed to study the changing characteristics of the space;Questionnaires,in-depth interviews and other forms were used to study the characteristics of the surrounding area and consumers of the Guangzhou Fresh Hema case.Finally,the typical case study of Guangzhou Fresh Hema was used to explore the possible impact of new retail on consumer space,retail space,and storage space.The research results are as follows:(1)The emergence of new retail has transformed the consumption space.On the one hand,the deep integration of offline consumption space and online consumption space increases the temporal and spatial continuity of consumption activities;on the other hand,the empowerment and The digital business model enables the integration and upgrading of consumer space formats.(2)The emergence of new retail has promoted the change of retail space,and gradually brought the retail space closer to the urban community.The urban retail space presents a trend of multi-group sporadic development,and the continuous integration of retail formats and consumption scenarios makes the experience-based consumption space With the continuous increase,the shopping model has evolved to a model that focuses on leisure and entertainment;in the location of the space,the location of the new retail redefines the logic of physical retail selection,so that the layout of the business center is closely connected with the accurately positioned community groups.Create a new scene with the family and community as the unit;in terms of living space,the "consumption equalization" within the distribution scope of the new retail format has achieved a balance of commercial services to a certain extent,which is Demand to provide vision.(3)The emergence of new retail is the change of storage space.The form of "store and warehouse integration" and "front warehouse" reversely changed the urban storage space;the characteristics of intelligence,data and unmannedness are also the characteristics of community logistics space.Provide support for contactless space transformation.