Research On The Predicament And Transformation Of A Department Store Under The Background Of New Retail

In recent years,China's consumer market has entered a new era of change.On the one hand,rationalized,diversified,and personalized consumption characteristics are becoming increasingly prominent,and brands and products are undergoing rapid iterations of "upgrade and renewal";on the other hand,retail in the new era has entered the fast track of comprehensive development.As offline retail physical stores with digital economy enabling functions become more mature,traditional offline physical retail that has taken advantage of the trend has experienced a pain and carnival of industry reform.Change always goes through pains,and there are clear opportunities.How to grasp consumer trends in the era of change in uncertainty has become a hot issue in theory and industry.The traditional retail industry's long-term brick-and-mortar retail strategy has accumulated sufficient market influence for it.A closed situation will be difficult to avoid.As a representative company of Sichuan traditional retail,A Department Store is experiencing the transformation dilemma under new retail,and has strong typicality and representativeness.This article takes A department store as the research object.Based on a systematic summary of A department store's development overview and transformation dilemma,it uses case studies and survey methods to analyze the internal and external environment of A department store's transformation and its advantages and disadvantages in its strategic transformation.It conducts in-depth analysis and puts forward reasonable suggestions for the strategic transformation of A department store,with a view to providing some reference and reference for the transformation and development and competitiveness improvement of the same type of traditional retail industry in the new environment.