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With the popularity of e-commerce and online consumption, offline sales stores have encountered a bottleneck period, and the competition in China’s retail market is becoming increasingly fierce. Many retail industries are moving towards the new “online + offline” retail model. This trend represents the retail industry catching up with the digital age, merging the traditional brick-and-mortar economy with online sales channels to meet better changing consumer needs. This study combines several research results, and this paper analyzes the level of the enterprise supply chain from the five indicators of revenue growth rate, inventory turnover rate, return on assets, sales expense ratio and management cost ratio. This paper will take Jingdong and Suning as examples to analyze the characteristics of the new retail model based on the overview of the new retail model, deeply study and discuss the impact of the new retail model on the development of enterprises, and analyze the opportunities and challenges they face. Finally, targeted suggestions are put forward to promote the development of the new retail model for enterprises.
Yang et al. (2024) studied this question.