Analysis Of Business Strategies Of Chinese Convenience Stores From The Perspective Of New Retail And Globalization

As China liberalizes its restrictions on foreign convenience stores in the context of globalization,a large number of foreign convenience store have entered the Chinese retail market,squeezing the survival space of local convenience stores in China.These foreign convenience store brands have successfully used their unique marketing strategies and created distinctive brand images to quickly capture most of the Chinese convenience store retail market.Foreign convenience stores have become the dominant force in China’s retail market at present,imposing a huge pressure upon the development of local convenience stores in China,and most of the traditional local convenience stores in China can hardly compete against them.With the development of China’s economy and the overall increase in Chinese consumers’demand for material consumption,the convenience store industry has great prospects for development in China.Despite the threat of foreign convenience stores,there is still plenty of space for local convenience stores in the current situation.In the face of fierce market competition,full market development,learning from foreign convenience stores’ excellent marketing strategies,strong logistics management,and caring service measures will help China’s local convenience stores to develop in a better and stronger direction.In terms of theory,the development of Chinese convenience stores can effectively and better participate in the globalization process under the guidance of Wheel&Retailing Theory,Vacuum Hypothesis,New Wheel&Retailing Theory,Retail Life Cycle Theory,Customer Value Theory.In terms of practical value exploration,China’s retail development is not satisfactory and there is still great potential for development.And with the introduction of the new retail concept,the Chinese convenience store industry has welcomed many new foreign brands,such as Lawson,Family-Mart,7-ELEVEN,etc.The emergence of new foreign brands has forced traditional convenience stores in China to start transforming into new retailers.Their successful experiences have great learning and reference value for the development of local brands,and their shortcomings also bring inspiration for the development of local brands.The paper uses case studies,SWOT analysis and Porter’s diamond theory model to analyze the local convenience stores in China in detail.In addition,the paper is divided into seven chapters,of which the purpose of this paper is to focus on the development status and business strategies of China’s local convenience stores,and thus make an outlook for the future,further to analyze the international competitiveness of Chinese retail enterprises,and make design recommendations for the globalization of new retail development in the convenience store industry.First,the case study method is used to introduce the development status and business strategies of convenience stores in China,to understand the history of the development of convenience stores in China,to analyze the current development status of convenience stores in China,and to point out the differences between the business strategies of traditional convenience stores and new-style convenience stores in China.Traditional convenience stores mostly adopt single profit model strategy and single product category brand strategy,while new convenience stores learn from the successful experience of foreign convenience stores and develop precise marketing,differentiated marketing,and digital marketing strategies.Second,the SWOT analysis is used to analyze the business environment of convenience stores in China,to understand the business environment of convenience stores in China from four perspectives:strengths,weaknesses,opportunities and threats,and to make predictions and draw conclusions about the future development trend of convenience stores in China.In addition,China’s convenience store industry will expand its business,increase the one-stop experience and pay more attention to the conclusion of service quality.Finally,the six elements mentioned in Porter’s diamond theory model are used to analyze the international competitiveness of Chinese retail enterprises.The paper also proposes marketing strategy design suggestions for Chinese retail enterprises in the context of globalization and new retail.