Chinese Fast-food Operation Model Under The In New Retailing

Since Jack Ma first proposed the concept of“New retail”at the 2016 Alibaba Cloud Conference,the innovation of the retail industry has received attention from all walks of life.Based on the Internet,“New Retail”upgrades the production,distribution and sales process of goods through the use of advanced technologies such as big data and artificial intelligence,thereby reshaping the business structure and ecosystem,and become a new retail model for in-depth integration of online services,offline experience and modern logistics.From the existing literature,Experts and scholars mainly focus on researching the concept,connotation and development status of“New retail”.The theoretical summary of the practice of"New retail"is still lacking in the academic world.This paper focuses on the Chinese fast food industry and explores the practical application of“new retail”in the fast food industry.Compared with the traditional large-scale dinners'"focus on brand,taste and service",fast food is more about"simple production,fast Serve,High turnover rate." Therefore,the simple operation mode and low cost make fast foods popular among consumers,and also limit the profit ceiling of fast food merchants,so that the profit space that fast food merchants can enhance is extremely limited.The emergence of"New retail"has brought a turning point to the fast food industry.In the context of“New retail”,based on the theory of customer value,this paper explores the application of“New retail”in the fast food industry in China by taking the“New retail”transformation of Wufangzhai restaurant as a case study.On the one hand,this paper mainly analyzes the catering operation modules such as industry pain points and marketing strategies,and introduces the analysis of the“New retail”model of fast food industry that integrates online and offline through intelligent hardware.It's hoped that this research can be used for Chinese fast food industry;on the other hand,this paper attempts to find a reasonable theoretical basis for the practical application of "New retail".