| As a bridge and intermediate stages of production and consumption, circulation is an important reflects of social division of labor. With the continuous improvement of internationalization, markets, urbanization and the level of information, modern circulation is becoming the basis and leading industries gradually from the end of the industry in our country. With China’s rapid economic development, continues progress in network technology, the increasing influence of e-commerce in residents living, transaction size increasing year by year, it has great significance to study the role of modern e-commerce and networking technology in enhancing circulation efficiency, which in turn has an impact on business models and retail formats evolution.As the most important part of circulation industry, retail reflects the development of economic and people’s living in a way, whose Prosperity plays an important impact on the development of regional economic. At present, China’s retail industry is facing the truth that physical stores develop slowly and online retail Lacks consumer experience. The way to solve the Contradiction and to promote the development of the retail industry healthily is of great importance to China’s current domestic demand for digestion and enhances the consumer.Domestic and foreign scholars have made a lot of classic retail formats evolution theory. Based on these articles, this article is under the premise that the retail business has reached the maximum benefits on the supply and sales prices and trying to produce a new perspective of profit margins by improving the efficiency of the middle part of the circulation. This paper analyzes the mechanism of the emergence of new formats and integration of old and new format and compares circulation efficiency in two dififerent trading patterns. At last, this paper demonstrates the role of circulation efficiency promoting evolution formats and hopes to find the forms evolution for further research by suning which is O2O development success stories.In theory, this paper demonstrates the diversification of consumer demand determine retailing forms necessarily in dialectics, transaction cost theory, the theory of format evolution and consumer sovereignty theory. Development between formats should have primary and secondary points; Retail efficiency depends on whether or not to meet the changing needs of consumers and it increases with the development of technology. This paper argues that online and offline integration learns advantages in both online and offline individually, improving efficiency by reducing distribution costs.In empirical part, this paper builds circulation efficiency index in our country by using scale indicators, efficiency indicators and turnover ratios represent traditional distribution efficiency and add technical indicators based on the traditional distribution efficiency to constitute new distribution efficiency. Circulation efficiency has made some progress in our country, but it’s still far compared with the developed countries. Besides, new circulation efficiency grows more obviously than traditional circulation efficiency by adding online factors which meets consumer demand well. New circulation efficiency has a stronger correlation with wholesale and retail value-added. It suggests that the business model combining online and offline has higher circulation efficiency, and it can meet requirements of future retail development better.The conclusions of this paper is that Entity and the network play as a major retail model of the Internet era who should not eliminate each other. In contrast, they are mutual integration under primary and secondary changes. Circulation efficiency depends on whether the forms meet the change of consumer demand and followed by the development of circulation technology.At last, the paper recommends that future retail development should be to integrate retail resources and combined with network and entities in order to satisfy consumer needs. |
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