Research On Digitization Of New Retail Supply Chain

With the innovation and evolution of the e-commerce model,the online dividends in the traditional e-commerce model are becoming increasingly saturated,and the cost of online retail acquisition customers is gradually rising.At the same time,the rapid development of information and communication technology and the continuous maturity of digital technology have led to a trend of pan-channelization of consumption patterns.Enterprises are gradually realizing that the offline entities lacking online trading platforms will be worried about the future,besides,it is difficult for a single online platform to develop without a strong offline support.At this time,a new retail model that emphasizes consumer-centric and enhances the shopping experience has emerged.In the new retail model,consumers are the key power center,emphasizing digital technology as the technical support,achieving deep integration of online and offline consumption channels,further driving supply chain reconfiguration and supply chain capacity upgrade.In October 2017,the State Council issued the"Guidance on Actively Promoting Supply Chain Innovation and Application",pointing out that the intelligentization of retail terminals is the key to promoting supply chain innovation.With the upgrade and evolution of retail formats,the digital upgrade of the supply chain under the new retail model is imminent.At present,the domestic digital research on the new retail supply chain is mostly in the initial stage,and the digitization of the new retail supply chain is difficult to be reasonably explained from foreign studies as a unique management practice phenomenon in China.In this context this study took the domestic new retail enterprises as the case,based on the data in the practice of enterprise supply chain development,and used the case study method as the main method to explore the process and mechanism of the digitization of the supply chain of new retail enterprises,providing theoretical guidance to other company’s supply chain upgrade optimization.Firstly,the paper combed literature of the new retail supply chain and other related literature,and analyzed the origin,structure and characteristics of the new retail supply chain.Then,because the academic research on supply chain digitization mostly focuses on supply chain management and supply chain innovation.There is a lack of systematic analysis of the supply chain digitization of the entire supply chain process.In addition,most of the research focuses on pure theoretical analysis.The related research based on the phenomenon of enterprise management practice is still insufficient.Therefore,this study proposed to explore the digital retail process and mechanism of the new retail supply chain based on the data of the new retail enterprise supply chain.Secondly,because the current case studies are mainly based on the domestic enterprise practice phenomenon to test relevant foreign theories,there are few case studies to explore the domestic management practice phenomenon research methods.Therefore,this study mainly used case study method and grounded theory analysis method to take the domestic new retail enterprise as the case study object.According to the market environment and digital environment faced by the new retail enterprise,chose the traditional e-commerce enterprise and the emerging e-commerce enterprise as cases,carried out case studies in line with the status quo of China’s new retail supply chain development,which made up for the theoretical gap of the phenomenon of management practice in China.Then,the research constructed a theoretical framework by taking rooted theory coding analysis on the data links of the enterprise supply chain,and used Xiaomi(Beijing Xiaomi Technology Co.,Ltd.)as the control enterprise to encode and analyze the supply chain upgrade process to test the sample enterprise coding results,analysis results show that theoretical saturation is achieved.According to the coding results,combined with the case enterprise supply chain data,the paper discussed the similarities and differences between the technology-driven supply chain digitization path in the traditional e-commerce enterprises and the data-dri-ven supply chain digitization path in the emerging e-commerce enterprises.Discovering the technology-driven supply chain digital path includes three phases of digital technology drive,infrastructure digitization,and supply chain transformation.The data-driven supply chain digital path includes three phases:data-driven,operational process optimization,and supply chain transformation.This concludes that the digital path of the supply chain includes the logical route of"digital driving force--operational process--supply chain model".Based on this,the digital mechanism of the new retail supply chain is presented as consumer-oriented supply chain value creation and supply chain capacity improvement in the digital environment.Finally,combined with the supply chain business model discussed the theoretical contribution and the deficiencies of the research process.In addition,made suggestions for further research in the future.