At The End Of 2014, China's Retail Industry Showed Four "New Normal".

One of the new normal retail businesses is Macro economy Steady and low speed growth of "new normal". Thirty years of reform and opening up. Retail "Relying on the wind and borrowing power" has achieved sustained and rapid development. However, with the slow growth of the current macro-economy and the gradual elimination of the dividend of reform, retailers want to continue to step forward and rely more on ability rather than courage. The transformation from extensive expansion to connotative growth is the only way for the retail industry under the new normal macroeconomic situation.

Two of the retail "new normal" is the "new normal" of electricity providers and retailers constantly struggling with the market structure and share. In the face of the Internet technological revolution, the cognition and practice of Internet users from "competing objects" to "things used" and then to "things that are located" have become increasingly clear. Technology changes not only the sales platform, but the whole mode, behavior and thinking. The channel of consumer choice, whether electricity supplier or shop operator, will ultimately depend on the different attributes of the commodity and the retailer's operating ability. The concurrence of e-commerce providers and shop operators will continue. On the one hand, they will strive to consolidate their dominant territories. On the other hand, the two will continue to infiltrate into the dominant sectors, so that the market structure and share will be in the "new normal" of dynamic competition.

The three of retail new normal is retail market The "new normal" with increasing concentration. China's "regulation" absence of market competition still follows the jungle rule of "Jungle" and "survival of the fittest". First, under the impact of the electricity supplier, many traditional formats and small and medium-sized retailers are unable to fight back, will be eliminated by the market; secondly, the clustering effect of the network and the choice of consumers' fingertips will continue to dominate several big electric businesses; third, some excellent retailers will expand their mergers across regions, and become stronger and stronger at the same time, changing the current situation of the low value and low efficiency of the traditional "platform type" retailers. Fourthly, the large retailers and the strong electricity providers will join forces to speed up the integration process between online and offline businesses.

Four of retail "new normal" is the "new normal" of continuous adjustment and innovation of retail formats. In the era of consumer sovereignty, in the market pattern of "competing for power", the choice of "who will kill the dead" will ultimately depend on the choice of consumers. When price is not the consumer's most concerned KPI, how to better meet the needs of consumers and fit consumer preferences has become a new issue that retailers most need to pay attention to. "Small is beautiful", Carrefour is narrowing its scale and walking into the community. "One shop and many formats", Le Cheng pays close attention to demand and emphasizes differences. There is no standard in terms of formats and should be upgraded to the consumer market.

The retail industry under the "new normal" is a "crisis" for shops and electricity providers. It is dangerous four volts and opportunities are surging. "The only constant is change." the dynamic process of constant adjustment and continuous improvement will be the normal form of retailers. In the process of dynamic adjustment, we should explore a clearer and healthier future.