Research On The Transformation And Development Of The Snack Food Retail Industry Under The Background Of "new Retail"

Jack Ma first introduced the concept of"new retail"in 2016:"The era of pure e-commerce will soon end,and in the next decade or two,offline and online logistics must be combined to give birth to a real new retail"^[1].Before this,the entity retail enterprise in the impact of e-commerce model and consumer upgrading,and other factors have been difficult,urgent need to transform.In recent years,with the decline of Internet traffic dividend in China,the cost of receiving e-commerce is rising,most e-commerce online growth relying on online sales has also encountered bottlenecks,e-commerce retail enterprises are also facing transformation.Neither the pure electronic business form nor the traditional entity business form can effectively meet the consumer demand.At this point,the timely introduction of the concept of"new retail"is a new exploration,bringing new ideas for the transformation and development of both online and traditional retail enterprises,it’s worth exploring.First of all,through literature research,this paper expounds the research results of domestic and foreign scholars on the concept of"new retail"before and after it was put forward,defines what is"new retail"and what characteristics"new retail"has,and combs out the theoretical basis of this study.At the same time,combined with the public information of the Ministry of Commerce and the Bureau of statistics,this paper summarizes the background and motivation of the transformation and upgrading of the domestic retail industry.Secondly,the case study method is used to select two representative enterprises in the leisure food retail industry:Three squirrels and Best store for research.In the data collection step,the investigation and analysis method is used to collect the first-hand information on consumer demand and experience satisfaction,so as to fully understand the latest changes in consumer demand for leisure food,and provide the problems existing in the consumer aspect of the case enterprise basis.At the same time,it collects the specific measures of the transformation and development of the two enterprises under the new retail background by combining the case company prospectus,financial statements,corporate website and other ways,and carries out case analysis in strict accordance with the new retail theoretical paradigm.By analyzing the strategies,problems and solutions of the transformation and development of the case enterprises under the new retail background,the practical path of the transformation and development of the two enterprises under the new retail background is obtained.Finally,the paper summarizes the characteristics of the current transformation of leisure food retail industry,and concludes the strategy and practice path of the transformation and development of leisure food retail industry.