The Research On Retailing Evolution Based Upon Theory Of Disruptive Innovation

The previous theories of retailing patterns always described and explained the evolution path from a certain perspective, but lacked in explaining the process and reasons of the evolution based on technological innovation. It is undeniable that different retailing patterns are the results of socio-economic and technologic development. Based on the platform of technological progress, new patterns can meet consumers' demand better. This article observes the evolution path by combining technology and industry, and introduces the disruptive innovative theory of Christensen to study retailing development from a new perspective.The main motivation of those incumbent firms is to maintain and upgrade the high-end market share (the fierce competition between those incumbent firms).They do not attempt to fight on the low-end or new market. But the very market is appeal to new disruptive entrants (dissymmetrical motivation).This successfully explained the four important evolutions during the retailing history and why the incumbent firms are doomed to the inevitable disruptive result. Assisted by the case analysis, this paper made a theoretical judgment for the future trend of retailing and deduced the conclusion that e-retailing will become a main pattern in the future and "clicks and mortar" will become an indispensable step during the sustaining innovation. E-retailing in our country is on the early stage. The way "clicks and mortar" is worth learning at the key point to acquire the first-mover advantage.