Research On Digital Transformation Of JX Xinhua Bookstore Under The Background Of New Retail

In the process of the vigorous development of China’s cultural industry,Xinhua Bookstore actively performs the function of public cultural service,contributes an important force to meet the spiritual and cultural life needs and knowledge needs of the people,and is generally recognized by the people as the spiritual home and cultural landmark of the city.However,with the advent of the mobile network era,the development and survival of physical bookstores are facing great challenges.A large number of physical bookstores have closed down one after another during the ten years of rapid development of domestic ecommerce,and still show a trend of further expansion and spread.The first reason is the transformation of the market demand side.Under the new market environment,the demand of consumers has also changed significantly.The previous business environment of popular demand and product standardization has changed to the direction of niche demand and product customization.The second is the transformation of the market supply side.Commodity supply has changed from short supply to oversupply.The era of product and channel sovereignty has transitioned to the era of consumer sovereignty.Third,the subversive effect of new technologies.To a certain extent,the traditional social production relations have been subverted by emerging technologies such as network,cloud computing,big data and the Internet of things,resulting in a new business model-new retail.These three changes have formed the logical starting point for the digital reform of Xinhua Bookstore in the macro level.Although the current retail market scale of physical bookstores has been greatly reduced,the real and perceptible book buying and reading experience is still its biggest competitive advantage.Although the book e-commerce platform has price advantages,it is difficult to upgrade to a higher-level consumption form due to the lack of this sense of shopping experience.It is precisely because the new retail mode breaks through the traditional boundary between online and offline and realizes complementary advantages,so that the business model of the bookstore can realize innovation and diversified development in the continuous integration.In this context,physical bookstores should make good use of the experience advantages of their offline stores,and use digital technology and mobile Internet to realize the networking of channels,the digitization of business,the intelligence of stores,the flattening of management,the accuracy of marketing,the intelligence of logistics and the digitization of supply chain.Promote the deep integration of digital economy and physical bookstores to make them complement each other.Physical bookstores should try to walk on two legs,integrate the convenience of online channels and the sense of experience of offline stores,take data as the engine,tap customer needs,develop new retail models,and serve readers in an allround way.Starting with the current operating difficulties and development problems encountered by JX Xinhua Bookstore,this thesis analyzes the new requirements and new opportunities brought by the "new retail" for the operation and development of physical bookstores,and then puts forward the business strategies and transformation measures that should be taken by physical bookstores,especially the specific implementation paths and suggestions in the digital transformation of channels,businesses,stores,management,marketing,logistics and supply chain,I hope it can provide a useful reference for the digital transformation of physical bookstores in China.Starting with the current operating difficulties and development problems encountered by JX Xinhua Bookstore,this thesis analyzes the new requirements and new opportunities brought by the "new retail" for the operation and development of physical bookstores,and then puts forward the business strategies and transformation measures that should be taken by physical bookstores,especially the specific implementation paths and suggestions in the digital transformation of channels,businesses,stores,management,marketing,logistics and supply chain,I hope it can provide a useful reference for the digital transformation of physical bookstores in China.