중국 소비시장의 새로운 플랫폼

신소매를 통한 중국 전통브랜드(老字号)의 발전전략

As Chinese government started converting its paradigm of economic development to consumption-oriented one, various changes have emerged in consumption structure and consumption behavior. Expansion of mobile-oriented consumer market by utilization of the internet platform and convenience of mobile payment system is the biggest cause of changes in Chinese consumption structure. Among those strategies, 'New Retail,' introduced in 2016, has combined advantages between online and offline, and solved consumer's service experience and of existing online distribution problems. And it is also increasing consumer satisfaction as well as operation efficiency of companies or relevant platforms by upgrading the entire consumption process. This study has analyzed development status and development models of 'New Retail' focusing on the example of new retail model of 'Lao Zihao: China Time-honored Brand.' In addition, it has suggested opinions for direction of consistent development of Lao Zihao and New Retail strategy.