Research on the Strategic Transformation of China’s Retail Enterprises Based on the Operating Data of Suning Group in Recent Ten Years

DOI

10.2991/emle-18.2018.117How to use a DOI?

Keywords

Suning; E-commerce; strategic transformation

Abstract

The rapid development of China's Internet retail enterprises has made a huge impact on the traditional retail industry. The change of the industry model has made the growth rate of the traditional retail industry decline. In this case, traditional retail enterprises must be transformed to cope with the impact. In recent years, support for electricity providers to replace the entity retail industry has been weakening. Tmall, Jingdong, Amazon and other enterprises are developing towards the "Internet plus entity retail" mode. As a traditional retailer, Suning began its strategic transformation in 2009, and summarized a series of development programs such as cloud business model and achieved success. This paper combines the ten-year operation data of Suning E-commerce, uses the literature analysis method and case analysis method to analyze and summarize the transformation of Suning. It mainly includes four parts: one is the analysis of the current situation of retail business in China, the other is the understanding of the general situation of Suning E-commerce Group, the third is the analysis of the nearly ten-year operation data of Suning, and the fourth is the reference significance of the strategic transformation of Suning. It is hoped that through the analysis of the general situation of Suning's transformation, it can provide reference and suggestions for the transformation of Chinese traditional retail industry.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Li Jun
AU  - Wang Haiyun
PY  - 2018/12
DA  - 2018/12
TI  - Research on the Strategic Transformation of China’s Retail Enterprises Based on the Operating Data of Suning Group in Recent Ten Years
BT  - Proceedings of the 4th International Conference on Economics, Management, Law and Education (EMLE 2018)
PB  - Atlantis Press
SP  - 625
EP  - 630
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-18.2018.117
DO  - 10.2991/emle-18.2018.117
ID  - Jun2018/12
ER  -