本书为王成荣等著中文版专著《第四次零售革命——流通的变革与重构》之英文版。2013年12月王成荣教授首次提出 “第四次零售革命”概念，他认为继公认的以百货商店、连锁商店和超级市场出现为标志的三次零售革命之后，我们正在迎来“第四次零售革命”。第四次零售革命很难用一种新的零售业态来标识，它不仅推动了零售新业态的诞生，而且远远超越了这一层次，渗透到零售每一个细胞中，推动了每一种传统零售业态的变革，是一次零售全业态、全渠道的革命。由于此次零售革命是由经济危机、跨界竞争和技术革命同时引发的，动力强劲，影响深度与广度今非昔比。《第四次零售革命——流通的变革与重构》一书在国内首次系统研究了“第四次零售革命”的理论，全书共分十章，从零售革命的机遇与挑战、零售革命与互联网思维、信息技术与大数据、传统零售创新、金融创新等角度对“第四次零售革命”的产生、发展、趋势等进行了较全面深入的研究。

Wang
Chengrong, Doctor of Management in Huazhong University of Science and
Technology, Second-level Professor of Beijing College of Finance and Trade,
Doctoral Tutor of Capital University of Economics and Business, is a member of
G30, China’s top think tank in distribution. Mr. Wang enjoys special government
allowances from the State Council of the People’s Republic of China. He has
devoted himself to the research of distribution theory and brand management for
a long time. He has published 22 books on distribution modernization,
distribution soft power, new distribution power, brand value evaluation,
time-honored brand value and enterprise culture. He has presided over more than
20 projects commissioned by the National Social Science Fund and the
government, published more than 200 academic papers, and provided strategic
advisory services to more than 50 well-known enterprises. He has won many
awards, such as National Teaching Achievement Award, National Business and
Technology Progress Award, National Business Development Research Achievement
Award, Beijing Philosophy and Social Science Outstanding Achievement Award and
Chrematistics Award.

III  Contents

Preface. 4

Chapter
Ⅰ  Opportunities and Challenges of the
Retail Revolution  7

1.    Ushering in the Fourth Retail Revolution. 7

2. The Motivation of the Fourth Retail
Revolution. 16

3. The Impact of the Fourth Retail Revolution. 26

4. The Evolution and Deepening of the Fourth
Retail Revolution—Smart Retail 31

5. Rising to the Fourth Retail Revolution. 39

6. Leap from Traditional Retail to Intelligent
Retail 43

Chapter
II  The Fourth Retail Revolution and
Cloud Consumption  45

1. Three Characteristics of Cloud Consumption. 45

2. Cloud Consumption: With Consumer Demand as
Its Core. 70

3. The Mainstream Consumption Pattern in Cloud
Consumption. 74

Chapter
III  The Fourth Retail Revolution and
Internet Thinking  83

1. Internet Thinking. 83

2. The Internet Thinking Practice of Xiaomi 89

3. The Innovation and Reform of Retail
Enterprises under the Influence of Internet Thinking  93

Chapter
IV  Information Technology and Big Data
in the Fourth Retail Revolution  100

1. Information Technology in Traditional Retail
Industry. 100

2. The Development of Information Technology. 102

3. Big Data. 118

Chapter V  O2O (Online to offline) Business Model in the
Fourth Retail Revolution. 125

1. The Rise of Online Retail and its
Development Limitations. 125

2. The Creation of O2O Model and Its Operating
System.. 127

3. The O2O model of Suning.com Co., Ltd. 133

4. JD.com: From Exploring O2O to Practicing
Boundless Retail 137

5. O2O model: the direction of the future
retailing. 145

Chapter
VI  The Fourth Retail Revolution and
Logistics Innovation  146

1. Innovation of the Logistics System in the
Era of Retail Revolution. 146

2. The Intelligentization and Electronization
of Logistics. 156

3. The Future Trends of Retail and Logistics
Industry. 158

Chapter
VII  The Fourth Retail Revolution and
Financial Innovation  161

1. The Interaction Between Retail Revolution
and Financial Innovation. 161

2. Supply Chain Finance: JD.com.. 164

3. Create an Open Ecosystem, Provide Inclusive
Financial Services—Take Ant Financial Service as an Example  174

Chapter
VIII  The Fourth Retail Revolution and Tourism
Innovation  181

1. The Development of the Tourism.. 181

2. The Upgrade and Innovation of Tourism
Products. 186

3. The Innovation of Tourism Marketing Model 187

4. The Innovation of Tourism Enterprises. 188

Chapter IX 
 The Fourth Retail Revolution and
Innovation of Retail Advertising Model 191

1. The Development, Status Quo and Driving
Forces of the Retail Advertising Model 191

2. The Reform of the Retail Advertising Model 208

3. The Trend of Retail Advertising Model 220

  Preface

In recent
years, the rapid development of information technology, the Internet,
especially the mobile Internet, is changing the social economy andthe way
people live and consume, as well as altering the model and formats of retail
and the entire circulation. A huge retail revolution is taking place globally
in the forms of e-commerce and mobile e-commerce. It is called the “Fourth
Retail Revolution”.

Addressing the
8th Beijing Business Academic Forum held in Beijing in December 2013, I first
introduced the concept of “the Fourth Retail Revolution”. After the
academically-acknowledged three retail revolutions marked by department store,
chain store and supermarket, the Fourth Retail Revolution is around the corner.
Different from the previous three retail revolutions, it cannot be simply
defined by a new retail format. It promotes the emergence of several new retail
formats and going far beyond this, permeates every corner of retailing.
Additionally, by transforming every traditional retail format, it is an all-format
omni-channel retail revolution. Triggered by the economic crisis, cross-border
competition and technological revolution, this powerful Retail Revolution
exerts an unprecedented influence both in scale and depth.

In January
2014, I presided over the “Beijing Circulation Soft Power and Retail Revolution
Seminar”held by Beijing circulation modernization and technological innovation
platform, during which we further discussed the motivations, performances,
prospects and influences of the Fourth Retail Revolution, and put forward the
development strategy and measures for traditional retailing to deal with the
Revolution.

Besides, in
March and May 2014, I participated in the forums of “How Traditional
Enterprises Improve Marketing with the Internet” and “Omni-channel and
Full-experience, Stores and Technology Cater for Customers”in the “China Chain
Business O2O Conference & 11th China Retailing Informatization and
E-commerce Summit” and the “9th China Retailers’ Conference” respectively. In
the conferences, I exchanged ideas with renowned entrepreneurs, including Yang
Dehong, CEO of E-Future, Yu Gang, president of yhd.com, Zhou Meng, CEO of Five
Star, Li Sheng, president of IBMG, Zhang Xiaojun, COO of Minsheng E-commerce
Co., Ltd. Such exchanges confirmed and deepened my understanding of the
characteristics and significance of the Fourth Retail Revolution. ?   

This book was
completed with the support of Beijing Philosophy and Social Science—Beijing
International Business and Trade Research Base and Beijing Universities
Technological Innovation Platform—Beijing Circulation Modernization Platform,
on the basis of my understanding by attending the above academic conferences
and forums, with my longterm observation, thinking and research as well as the
assistance of scholars of relavent fields.

The book was
titled the Fourth Retail Revolution—The
Transformation and Restructuring of Retailing due to the following reasons:
from order, production, terminal to consumption, the Fourth Retail Revolution
has undergone tremendous and irreversible changesin the supply and value
chains, promoting an entire innovation of retail and retail-related
industries;it transforms not only the retail itself but also the entire
circulation industry; it adjusts and upgrades the circulation industry covering
business, logistics, finance, tourism, catering and advertising areas.

We are in the
midst of the Fourth Retail Revolution. It sweeps across every corner of
circulation, so no circulation enterprises especially retailers can stay
“intact”. At present, the business circles and academia are truly aware of the
impacts of the Revolution upon traditional business ideas and models as well as
the influential emerging businesses. With the development of this Revolution,
the retailers should follow the trends and rise to the challenges.

The nature of
retail is always at the service of and satisfying the customers. The power of
the retail revolution is to break the barriers of traditional business in
serving customers, to bring them back to the track of consumer-centered service
and improve the quality and efficiency of the company-consumer relationship.
Consequently, traditional retailers, e-commerce companies and related
enterprises have their own advantages, opportunities and development space.
Cross-border, help-seeking, integration and synergy will produce unimaginable
power. We eagerly anticipate that the Fourth Retail Revolution will bring us a
brand-new and vibrant retail industry that provides consumers with more
convenience and experience, and achieves a win-win result for both retailers
and consumers.

I hope this
book, as a modest spur, can provide academic circle with materials for the
further research of the Fourth Retail Revolution and offer theoretical
references to business circle in coping with the challenges of the Fourth
Retail Revolution.

The Chinese
version has already been published by Economic Press China in November 2014. We
revised and added new situation, new cases and new data that emerged in the
retail revolution after 2014, and updated some concepts on the basis of the
2014 version. The English version is based on this revision.

On the
ocassion of publishing the English version, first I would like to extend my
appreciation to Professor Huang Guoxiong for his support and guidance; I want
to thank: researcher Song Ze, researcher Yao Liming, professor Chen Ji,
professor Hong Tao, professor Pang Yi, and associate professor Li Shuyou for
their assistance; I want to thank professor Li Yuhong, professor Sun Wanjun and
associate professor Tian Zhiying for their help in project research work; and
thanks all the experts and entrepreneurs involved in this book. As the chief
editor of this book, I would also like to thank the authors and research
project participants. They are: Laiyang, Huang Aiguang, Han Ningchun, Wang
Chunjuan, Zhang Lun, Zhang Yan, Wu Kun, Wu Xiaozhao, Wu Fei, Hu Junhui, Liu
Yanqi, Liang Lu, Wang Qi, Hu Lixia, Geng Yingying, Fan Song, Chen Jie, Cai Rui,
Wang Lei, Zhang Hui, Yin Yingtang, Zhang Lu, Wang Yan, Wang Jixiang, Zhang
Minmin, Feng Xiaoxia, Liu Shu’e, Zhang Lei, Wu Hongxia, Du Wenjuan, Kang Jian,
Hu Wei, Li Yujia, Zhao Ting, thank you for your dedication!

Wang
Chengrong

August
8th, 2018