How mainland China's retail industry develops strategies to compete with the world's retail giants

Retail industry (retail industry) retailing refers to the sale of goods through the sale of products produced by industrial and agricultural producers sold directly to the residents as a living consumption or sold to social groups for public **** consumption.

China's retail industry should continue to expand. Drawing on the advanced management experience of foreign retail industry to implement chain management, in order to achieve economies of scale. There are many chain supermarkets in China, but the fame and scale are not as big as foreign enterprises, so that the profit margin is always relatively low. The government should give appropriate support and necessary inclined policies to encourage its rapid development. Governments at all levels should take practical measures to solve the real problems of chain enterprises in terms of capital, taxation and network registration procedures; for example, by adopting preferential policies such as issuing special loans for chain operations and lowering the interest rates on loans as well as reducing or exempting taxes. The government should also formulate and improve relevant laws and regulations to create a favorable legal environment. China should formulate as soon as possible, "Franchise Franchise Law" and other relevant laws and regulations, in order to clarify the rights and obligations of both sides of the business, standardize the business behavior of both parties, and safeguard the legitimate rights and interests of both parties. Strengthen publicity and correct guidance. Government departments should also from the approval procedures, taxes and bank loans, etc., to give strong support and preferential policies.

Each retail enterprise can choose the form of chain operation according to the specific conditions. Each of the three types of chain operation, i.e., in-operative chain, franchised chain and voluntary chain, has its own conditions for implementation as well as its advantages and disadvantages. Enterprises should be based on their own conditions, including industry characteristics, business characteristics, enterprise scale, environmental factors and other local conditions to choose the appropriate form of chain. And should pay attention to speed up the construction of distribution centers.

Franchising as a special form of chain management. Has not been more enterprises and operators to recognize and understand. Therefore, it is necessary to increase publicity, organize training, so that more enterprises and operators to understand its characteristics and superiority. Improve development planning, establish a multi-level, diversified and progressive development pattern, and gradually form a franchise system with Chinese characteristics. Adopt various positive measures to encourage and promote the development of franchising in China. In particular, intermediary service organizations of franchising should be encouraged and developed, such as legal affairs, accounting affairs, professional evaluation and consulting, advertising planning, etc., and they should be utilized to improve the level of professionalism and shorten the development cycle of franchising products.

Market positioning is actually a kind of selection behavior of retail enterprises on target markets and consumer groups, and the accuracy or otherwise of its positioning has a great impact on the success or failure of enterprise operation. Industry structure refers to the number of commercial enterprise groups with basically the same main varieties and scopes and their composition ratio. China's retail enterprises, especially large shopping malls, have no characteristics in terms of variety and scope of business, and thousands of stores are one-sided, so the industry structure is obviously unreasonable. For this reason, especially large shopping malls should be based on the market competition and the conditions of the enterprise, to reposition the market, strengthen the targeting, in order to adapt to a certain part of the customer's needs and preferences, to establish the image and characteristics of the enterprise's products, to form their own business characteristics, to attract consumers, and to cultivate a solid customer base.

Consider the following measures:

First, according to the needs of consumers at different levels to seriously improve the variety of goods and grade positioning. Focus in the operation, to avoid the phenomenon of "big and comprehensive". In this way, help to establish their own brand image to distinguish themselves from other competitors. Second, establish their own service characteristics. The product of the retail enterprise is in fact the service, how to improve the quality of service, improve the service attitude, the formation of the characteristics of the service is whether the retail enterprise can be based on the market, stand firm in the market, the key to increase market share.

The technological content of Chinese retail enterprises is not high, and compared with foreign retail enterprises, they are even farther away from each other. The intensification of competition, while prompting the improvement of their management level, will also cause Chinese retail enterprises to pay great attention to the introduction of modern technology into marketing. Accompanied by the rapid development of information technology and the gradual popularization and further improvement of electronic computers and the Internet, e-commerce has become an extremely important marketing tool in the retail industry, and will become the main technological support for the retail industry in the future. Although there are still problems such as hard and software imperfections, the corresponding laws and regulations are not sound, supporting services are not in place, but it can be asserted that the future of information technology, high-speed development and accelerated popularization of the Internet, will fundamentally change the way of retailing and industry, the traditional retail industry will be the full application of e-commerce as a technological tool, thus opening up a broader space for the development of the retail industry.