Research On The Strategic Transformation Of YW Qingdao Company's Retail Formats

YW group is a comprehensive retail and service enterprise group in Japan,whose business scope mainly includes shopping center and comprehensive retail.As one of the top 500 enterprises in the world,YW in Japan distributes its business in Japan,China,southeast Asia and other countries and regions,and has about 300 group companies and 20,458 stores in the world.In addition to its main business,YW group is also engaged in various businesses such as exclusive stores,financial services,property services and convenience stores.In 1996,YW group set up a company in Qingdao to expand its business in shandong province of China.The performance of YW east store once ranked first among YW global stores,and in recent years ranked second behind the Hong Kong store.However,in terms of the whole retail industry,the diversion of service consumption and the expansion of online shopping market all make YW Qingdao company face an extremely adverse market environment,which has caused a negative impact on its future development.Such as eastern YW shop was led by the supermarket management advanced concept of Qingdao consumer success,but in the highly developed today,e-commerce business formats and depth are happening,competition between stores for the development of competition between shopping experience,especially in the shopping center more importantly through improving consumer experience,attracting customers experience shopping become the development direction of all business center.A number of stores in Qingdao,such as China resources vientiane city,kaide MALL and laoshan golden lion MALL,have opened successively,which has exerted certain impact on the development of YW Qingdao company's retail business.Therefore,this paper analyzed the existing problems and development bottlenecks of the retail business of YW Qingdao company and made specific plans for the future strategic development and transformation of YW Qingdao company by combining with the fierce competitive environment and operational cost improvement and other factors affecting the development of YW Qingdao company.According to the comprehensive analysis of YW Qingdao company in this paper,it can be seen that YW is faced with fierce market competition at present,and the development of new business mode of all competitive merchants should make clear plans for future strategic transformation as soon as possible.First of all,the target group should be repositioned,and the central market should be targeted at young and middle-aged consumers from the perspective of its own mid-to-high-end positioning,so as to develop new business forms that can meet the needs of the target group.From the perspective of the company level,we should start from such aspects as changing the operation and management mode,optimizing the commercial market layout,innovating the operation mode,upgrading and upgrading the existing stores,and building a new supply chain system,so as to clarify the strategic development goals and tasks of the company level.From the perspective of the career level,the strategic development plan is mainly made for four different types of business,including omni-channel retail,experiential physical stores,convenient physical stores and metro transportation hub business.Based on the basic theory of enterprise strategic management and the operation and management of multinational companies,this paper conducts a SWOT analysis on the development of the retail industry of YW Qingdao company and makes a specific plan for the strategic transformation of the retail business of YW Qingdao company by combining the policies of Qingdao city on promoting consumption-driven transformation and upgrading.From the collection of reference data,the research on multinational retail enterprises at home and abroad is mainly focused on European and American enterprises,and the research on Japanese transnational retail industry is mostly made by comparing the development strategies of several famous Japanese multinational retail enterprises in China.Based on the background of specific enterprises and specific regions,this paper is more timely and targeted.On the basis of providing solutions for the strategic transformation of enterprises in a region,it provides direction for the strategic transformation of YW group in China.