Research On The Transformation And Development Of A E-commerce Co.,LTD Under The New Retail Background

With the continuous upgrading of the digital economy,the scale of China's e-commerce market continues to expand and become the world's largest e-commerce retail market.When the e-commerce industry enters the mature stage,the number of Internet users in China gradually reaches the peak,the dividend of Internet traffic reaches the bottom,the overall growth rate of national online retail sales declines,the expansion speed of online e-commerce slows down,and the ceiling of the industry is approaching.In addition,affected by the upgrading of social consumption,weaknesses such as poor e-commerce experience and serious product homogeneity in the retail industry have been exposed.With the increasing maturity of advanced digital technologies represented by big data,cloud computing and artificial intelligence,new retail has gradually stepped onto the historical stage,posing new challenges and opportunities to the traditional e-commerce.In recent years,a variety of new e-commerce models,such as social e-commerce and content e-commerce,have been constantly emerging,rapidly gaining traffic and market share,and providing new ideas for the development of traditional e-commerce.Traditional e-commerce enterprise must rapidly changing strategic thinking,grasp and respond the trend of the times,build data resources as the drive,digital technology innovation as the means,upgrade the user experience for the purpose of the new business model,the implementation of strategic transformation to complete the upgrade of the enterprise,for enterprise sustainable competitive advantage,promote the change of retailing forms.The research object selected in this paper is A e-commerce co.,LTD.,A traditional e-commerce retail enterprise focusing on the sales of small household appliances.The company's sales volume exceeds 100 million.The founder of the company judged the situation and,out of forward-looking consideration,hoped to find a new breakthrough in transformation for the company's development,successfully overcome the development bottleneck period and complete a leap in the development of the enterprise.Based on the analysis of the macro environment,the endogenous growth momentum of the industry and new challenges,this paper accurately positioned the enterprise,combined with the actual situation of company A,set up the transformation and development goals under the background of new retail,formulated the steps of phased implementation of strategic transformation,and adopted strategic transformation guarantee measures to help the enterprise successfully complete the strategic transformation.Finally,the Suggestions proposed in this paper are of reference significance to other traditional retail e-commerce.