关键词: 新零售, 零售, 电子商务, 盒马鲜生

Abstract:  New retail refers to the new retail format driven by big data and depending on the development of new technologies to upgrade consumer experience. As a new driving force for the Chinese retail industry, new retail is an important business model to be investigated and understood. Fresh Hema, the benchmark for new retail, is an appropriate research object for a case study. This paper reviews the existing literature on the evolution of retail formats and the development of multi-channel and omnichannel under the context of Internet technologies. Then, this paper systematically analyzes how Fresh Hema reconstructs the relationship among consumer, goods, and fields using big data technology in the Internet environment. At the same time, this paper also selects some domestic and international retail cases, and makes cross-comparison with Fresh Hema to find out the similarities and differences, so as to better summarize and understand the characteristics of the new retail successful model.

Key words: New Retail, Retail, E-commerce, Fresh Hema