| In the report of the 20 th National Congress of the Communist Party of China,General Secretary Xi Jinping called for promoting the process of new industrialization in China and accelerating the construction of a strong manufacturing country,a strong quality country,a strong aerospace country,a powerful transportation country,and a strong network country.Among them,"Digital China" provides evidence for the significance of digitalization.Digital technology,products and services accelerate the digitalization process of traditional industries in multiple directions,levels and links,while promoting the construction and service of data centers to form the sustainable development of the digital industry chain.China’s vigorous development of 5G technology,industrial Internet and data centers are essentially serving the "digital economy".In order to promote the high-quality development of China’s economy,all kinds of new formats derived from the "digital economy" will also be an important growth point of China’s economic development.Since the new retail was put forward,Internet giants Alibaba and Tencent have accelerated the layout of offline retail,such as Ali’s stake in Sanjiang Shopping and Easy Home,the acquisition of offline retail enterprises,such as Gaoxin Retail,Yintai Commerce,and the layout of Hema Fresh.New retail is based on the Internet,using new technologies such as big data and artificial intelligence to transform the whole process of product production,logistics and sales,accelerate the reshaping of business structure and ecosphere,and integrate online,offline and modern logistics.In the past three years,the retail industry has accelerated its reform and innovation,and its development trend has changed in the direction of service,quality,digital technology and green ecological management.The rapid iteration of new services,new quality,new technology,new models and new formats will promote the transformation and upgrading of the retail industry to high-quality development.Founded in 1984,Tianhong is one of the largest retailers in South China and ranked 21 st among the top 100 retailers in China in 2021.From 2012 to now,the case describes the development process of three stages of digital transformation of Tianhong,which experienced the failure of technology outsourcing,and then built its own technical team to cope with consumption upgrading,and explored how to improve the overall value chain in the process of digital transformation from three dimensions of strategy,business model and organization.Starting from the supermarket business,to the omni-channel digitalization,and then to the ecological opening,it has realized the sharing of private traffic with thousands of department store brands,and has continuously improved its operational capacity by using digitalization,thus exploring a digital transformation path for the reference of the retail industry.After the outbreak of COVID-19,the phased results of digital transformation of Tianhong have been verified.With the rapid development of supermarket and department store business and the strong growth of sales data,Tianhong has also become the benchmark of digital transformation in retail enterprises.In view of this,this case intends to try to make the following contributions: China’s retail industry is currently in the era of "excessive",the industry competition is fierce,it is difficult for retail enterprises to break the situation without digitalization,and there are various differences in digitalization among different companies.By studying the successful experience of Tianhong in different stages of digital transformation,we can bring inspiration and reference to the digital transformation of the same industry. |
