译名:
The Road of Xiaomi’s New Retail Innovation
作者单位:
中国人民大学商学院、北京物资学院、首都经济贸易大学
学科领域:
新零售、市场营销 、信息系统与电子商务、其他
中文关键词:
新零售、小米、商业模式、电子商务、创新
英文关键词:
New Retail、Xiaomi、Business model、e-business、innovation
中文摘要:
近年来零售业蓬勃发展,规模持续扩大,业态不断创新,新零售也成为业内方兴未艾的新征程。传统实体零售企业和互联网电商企业纷纷寻求转型、扩建渠道体系,实施新零售战略,同时变革自身商业模式以匹配新零售发展。小米作为典型的互联网企业率先落地线下、发展线上线下高度融合的新零售体系,成为新零售探索的典型案例,同时在发展新零售过程中革新企业的商业模式将新零售战略全面融入企业发展,取得了非常瞩目的成绩。小米之家的渠道体系建设、客户界面、核心战略、战略资源、价值网络、商业模式变革以及匹配的新零售战略转型,为其他企业进行新零售转型提供了借鉴。
英文摘要:
In recent years, the retail industry is booming, the scale of the industry is expanding, and the competition pattern is becoming increasingly fierce. New Retail has also become a new journey in the industry. Traditional brick-and-mortar retailers and Internet e-commerce retailers are seeking to transform and expand the channel system, implement New Retail strategy, and change their business models to match New Retail development. As a typical Internet enterprise, Xiaomi has taken the lead in landing offline and developing a New Retail system highly integrated online and offline, becoming a typical case of New Retail exploration. Meanwhile, in the process of developing New Retail, it has innovated the business model and integrated the New Retail strategy into enterprise development comprehensively, and has made remarkable achievements. This case first introduces the channel system construction, customer interface, core resources and profit model. Xiaomi’s New retail innovation provides reference for the business model optimization in the retail industry.
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