The Marketing Model of Chinese Warehouse Retailers under the New Retail Background

Yi Fei; Weiye Zhang; Zhao Zhang

doi:10.2991/aebmr.k.220307.111

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The Marketing Model of Chinese Warehouse Retailers under the New Retail Background

Authors

Yi Fei¹^{, †}, Weiye Zhang²^{, †}, Zhao Zhang³^{, †}^{, *}

¹Department of Psychology, University of Toronto, Toronto, M5S 1A1, Canada

²Department of Economics and Management, Wuhan University, Wuhan, 430072, China

³Business School, University of Nottingham Ningbo China, Ningbo, 315199, China

^†

These authors contributed equally

^*Corresponding author. Email: biyzz12@nottingham.edu.cn

Corresponding Author

Zhao Zhang

Available Online 26 March 2022.

DOI: 10.2991/aebmr.k.220307.111 How to use a DOI?
Keywords: Warehouse supermarket; New media marketing; New retail; China’s market
Abstract: New retailing refers to companies relying on the Internet to upgrade and transform the production, circulation, and sales processes of commodities through the use of advanced technology such as big data and artificial intelligence, thereby reshaping the business structure and ecosystem, and providing online services. It is a new retail model that integrates offline experience and modern logistics deeply. New media marketing is an increasingly vigorous marketing model, and more and more industries have begun to participate in it, including warehouse supermarkets. This article will start from this point and discuss how warehouse supermarkets can use new media to market under the background of new retail. This study found that warehouse supermarkets can increase their awareness and sales in the short term through influencers, but this approach does not provide the company with long-term sustainability. To avoid the possible negative effects of influencer marketing, the company inevitably needs to establish brand image and customer loyalty. Underlying the rapid development of China’s e-commerce, it can be possible to conduct more research in the future on how to conduct new media marketing while also establishing a brand image faster and ensuring customer retention.
Open Access: This is an open access article under the CC BY-NC license.

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Volume Title: Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
Series: Advances in Economics, Business and Management Research
Publication Date: 26 March 2022
ISBN: 978-94-6239-554-1
ISSN: 2352-5428
DOI: 10.2991/aebmr.k.220307.111 How to use a DOI?
Open Access: This is an open access article under the CC BY-NC license.

Cite this article

ris enw bib

TY  - CONF
AU  - Yi Fei
AU  - Weiye Zhang
AU  - Zhao Zhang
PY  - 2022
DA  - 2022/03/26
TI  - The Marketing Model of Chinese Warehouse Retailers under the New Retail Background
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 689
EP  - 697
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.111
DO  - 10.2991/aebmr.k.220307.111
ID  - Fei2022
ER  -

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