New Retail Brand Design Research And Practice Based On The Digital Transformation

China’s economy has entered a period of new normal,however,the traditional model,driven by business,failed to make Chinese enterprises develop strong international brands,at the same time it also can’t meet the requirements of the digital age,help enterprise achieve the further development.Under the trend of the digital transformation,brand will replace the original development model,meet the higher demand of consumers,provide consumers with experience worth paying.In this paper,research based on the digital transformation,and the research object is retail industry,summarized the characteristics of retailing via the 6Ps retail mix,and plan a route for the new retail brand design research through combing the development trend of the theory and tools of brand research.Through the digital transition logic and typical case study,divide enterprise transformation and upgrading into six stages,and the characteristics of each stage and the target was summarized.We can find out the essence of new retail is the the digital transformation of retailing,and through the research of the era characteristics,typical cases,and the game between the industry’s giants,combining with the theory and tools can be concluded that the new retail brand design is through establishing and perfecting the brand ecosystem to create and innovate experience value,including upgrade the organizational structure,improve the brand architecture,deliver brand experience.At the last part,based on the course and relevant materials,from the definition and the cultural trend of science and technology and so on five levels study the retail industry and formed the development trend report,design and predict the strong retail brand,provide the reference and guidance for the traditional and emerging enterprise brand construction.The innovation of this article including summarize the design principles during brand ecosystem development,point out the essence of new retail is iteration and summarizes the digital transformation characteristics of each stage and goals,summarizes the experience value create and innovate strategy based on brand and consumer relations,and design and predict a strong brand according to the development trend,to guide brand design.