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 Seminarheld 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 Customersin 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 ScienceBeijing International Business and Trade Research Base and Beijing Universities Technological Innovation PlatformBeijing 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 RevolutionThe 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 Shue, Zhang Lei, Wu Hongxia, Du Wenjuan, Kang Jian, Hu Wei, Li Yujia, Zhao Ting, thank you for your dedication!

Wang Chengrong

August 8th, 2018