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E-commercial Marketing in the Context of New Retailing
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New Technology
Abstract
In 2016, Jack Ma, the founder of Alibaba, raised the concept of New Retailing as a prediction of business trend in recent future. As responses to this prediction, a great deal of online retailers in China endeavor to take trials in the new retailing pattern. Their exploration and experience are worthy of global attention for following reasons:
- There are lots of cutting-edge trials in China under the concept of New Retailing, such as self-service shop with AI robots and smart restaurants.
- Mobile payment and online shopping have become indispensable parts in everyday life of Chinese. In this sense, New Retailing is an accurate description of current business environment in China, therefore a discussion on e-commercial marketing in such context is of great value.
- New Retailing is thriving rapidly in China, and such business milieu may serve as a reference for the future development of e-commerce in global market.
By inviting the pioneer practitioners of New Retailing from famous enterprises in China, this special topic session is designed to share the development of scenario marketing in China and to address prospective issues of e-commercial marketing.
First & Corresponding Author
Yan Chen, Focus Media
Authors in the order to be printed.
Yan Chen