New Retail

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Learn the development of new retailing in China and specific business innovation and practice adopted in the retailing business.

Applicants: 381

¥680

Enroll

THIS COURSE IS INCLUDED IN Doing Marketing in China Certificate Program

Time commitment:

2-3 hours/week, 2-4 weeks

Pace:

Self-paced

Subject:

Marketing

Language:

English

Level:

Introductory

Topic (s):

Livestreaming / Retailing

About this course

This course offers an overview of the development of new retailing in China and specific business innovation and practice adopted in the retailing business. Besides the introduction of the new retailing business, two specific topics about Omni-channel strategy and influencer livestreaming marketing will be discussed with both business cases and marketing strategies suggested by current stream of empirical marketing research literature.

What you’ll learn

Key features defining new retailing business
Retailer transformation and innovation practice in China
Challenges and opportunities facing fast evolving marketing environment and customer preference
Strengths and weaknesses of different marketing channels
Consistent customer-centered Omni-channel marketing strategy
Quantitatively marketing tools to facilitate better livestreaming marketing practice

About the instructor(s)

Shuo Zhang

Associate Professor at Antai College of Economics and Management of Shanghai Jiao Tong University

Syllabus

Session
1

The Development of New Retailing

This session provides discussion about: 1. what is new retailing? 2. What features the development of the new retailing business? 3. Why retailers are rushing for transformation?
Session
2

China Retail Market Evolution

This session further introduces evolution of China retail market from a micro perspective. Dr. Zhang illustrates on how consumers, technology, industry and ways of reaching consumers have changed to prepare the development of retail business into new retail business.
Session
3

Omni-channel Retailing Strategy

Online shopping is increasingly switching from PC to smartphones nowadays. This session provides insight about how channel specific marketing strategy could be deployed for new retailing business and what may/may not work to ensure a consistent Omni-channel strategy for retailers struggling to keep both online and offline shopping channel for consumers.
Session
4

The Opportunity of Influencer Livestreaming Marketing

Influencer livestreaming has shown great potential to increase sales and promote brand awareness for retailers. This session discusses potential opportunities for influencer livestreaming as a marketing tool including influencer selection, performance measurement and content control based on both academic research and industry practice.
Session
5

New Retail Quiz

Please respond to all questions. A passing grade of 70/100 is required, but you are allowed 5 attempts to pass the quiz. You have one year's time to complete your quiz since successful registration of the course/program.

REVIEWS

3 Ratings

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Mariam Khatiashvili-Gurgenidze watched
Dec 13, 2024 01:06:54

This course provided immensely marvelous insights into Chinese new retail, Omnichannel strategy, and influencer marketing strategies. Also, some of the strategies are only specific to Chinese markets and this is what makes this course incredibly good
Alan watched
Jun 9, 2024 17:53:55

Very interesting lesson on the new retail trends in China with many useful insights.
CL Loke watched
May 31, 2024 21:32:27

Very insightful information about the new retail models trends in China and how it can help to reach out to the masses and providing an individually curated user experience