- 期刊
Research on the Transformation and Development of Traditional E-commerce Driven by ＂Social New Retail＂
摘要
As the demographic dividend gradually subsided and upgrading of consumer experience, the ceiling of traditional e-commerce network flow and profits has become more prominent, retail industry is undergoing a new round of reform. Social new retail was born with the driving of accurate big data, decentralized scene and member sharing discovery purchase. 'Social new retail' has redefined the concept of 'People, goods and scene', achieving explosive growth in the industry with the Social fission of low-cost drainage and efficient pull new customers. Through the analysis of AARRR and AISCAS, it is found that there are good opportunities and prospects for the transformation of 'social new retail' mode, which can effectively empower and integrate brands, members and circulation links. it is proposed that in the future enterprise transformation can rely on these ways, such as choosing to build a big data member fan network, cultivating online celebrity pushers and buyers, rich content marketing and so on, and promote the evolution of retail ecology to a higher level and pan diversification.