New Retail Born In China Going Global: How Chinese Tech Giants Are Changing Global Commerce

Welcome to ChoZan’s curated collection of game-changing books about China’s digital transformation and how it’s reshaping global markets. The New Retail Born in China Going Global is a must-read for business leaders, marketers, and anyone keen on understanding how Chinese tech giants like Alibaba, Meituan, and Tencent are revolutionizing the retail landscape. This book goes beyond theory; it presents actionable insights into a global phenomenon that’s changing how business is done today and tomorrow

In this book, co-authors Michael Zakkour and Ashley Galina Dudarenok unravel the magic behind the concept of New Retail, a term popularized by Alibaba’s Jack Ma. With deep insights and examples, they explore how the lines between offline and online retail have blurred, creating new ecosystems that connect businesses directly with consumers.

If you’re looking to expand your business strategies or simply want to understand how New Retail will shape the future of commerce, this book is your ultimate guide.

New Retail Born in China Going Global takes you behind the scenes
of a revolution that has transformed the way we shop, engage with
brands, and interact with technology. A blend of case studies, expert
analysis, and firsthand examples from the leaders in Chinese retail,
this book dives into the convergence of technology, logistics, and
consumer behavior to create what we now call New Retail.

New Retail is not just about e-commerce or omnichannel strategies. It’s about integrating all aspects of retail into a seamless, data-driven ecosystem that enhances the consumer experience while driving business growth. Learn how giants like Alibaba, PinDuoduo, and Tencent have combined offline and online shopping with advanced data analytics, artificial intelligence, and logistics to create the future
of shopping.

The book explores how these companies have harnessed
cutting-edge technology to build integrated systems that allow
consumers to shop anytime, anywhere, and in any way they choose,
all while ensuring businesses benefit from unparalleled efficiency
and profitability

Why Does New Retail In China Matter

China’s rapid digital transformation has made it a global leader in the retail sector, and New Retail is at the heart of this revolution. Understanding why New Retail in China matters is crucial for businesses, marketers, and entrepreneurs looking to stay competitive in the modern retail landscape. Here’s why:

CHINA IS THE WORLD’S LARGEST CONSUMER MARKET

With over 800 million internet users and a growing middle class, China represents one of the largest consumer markets in the world. As Chinese consumers become more sophisticated, their expectations of shopping experiences are evolving, and New Retail offers businesses the ability to meet these demands through seamless, integrated shopping experiences. By understanding China’s New Retail model, businesses can tap into a consumer base that is shaping the future of retail globally.

CHINA LEADS IN DIGITAL INNOVATION

China has leapfrogged many developed economies in terms of adopting new technologies in retail. Mobile payments, AI-powered retail, and smart logistics have all been adopted at a faster pace than in many other parts of the world. In this sense, China serves as a testing ground for innovations that will define the future of global retail. Meituan, JD, and other Chinese tech giants have been pioneers in using data, AI, and logistics to create a seamless and frictionless shopping experience, setting the stage for the future of commerce worldwide.

GLOBAL BRANDS ARE FOLLOWING CHINA’S LEAD

The influence of Chinese New Retail is extending beyond the country’s borders. Companies across the globe are learning from China’s success in integrating offline and online retail, leveraging big data, and creating personalized consumer experiences. Brands looking to succeed in global markets must adopt aspects of the New Retail model to remain competitive. In fact, many international brands are already implementing similar strategies to what’s been pioneered in China, adapting them for local markets.

CONSUMERS EXPECT MORE

Modern consumers, especially younger generations, expect a fluid, omnichannel experience that blends the physical and digital. They demand convenience, personalization, and instant gratification. The success of Chinese companies like Freshippo (also known as Hema) and JD demonstrates how retail can be transformed into a consumer-first experience where shopping, delivery, and entertainment are all integrated into one platform. As consumer expectations continue to rise, businesses must adapt to these shifts or risk falling behind.

NEW RETAIL IS ABOUT ECOSYSTEMS, NOT CHANNELS

Unlike traditional retail, which focuses on multiple independent channels, New Retail is about creating ecosystems that interconnect everything—online, offline, logistics, and data systems. By learning how these ecosystems operate in China, businesses can understand the future of integrated commerce and how to structure their own retail models to create a more connected, customer-centric business.

IT’S THE FUTURE OF RETAIL AND COMMERCE

What began as a concept in Jack Ma’s 2016 speech has evolved into a global retail phenomenon. New Retail is no longer a trend—it’s a model that’s reshaping how products and services are bought and sold. The book New Retail Born in China Going Global helps readers understand why the principles of this new model are essential to the future of retail, not just in China, but across the globe. By embracing New Retail, businesses can unlock new opportunities in a fast-evolving market, gaining a competitive edge both locally and internationally.

Key Highlights: Innovations And Principles Of New Retail

In this section, we will explore the major innovations and core principles of New Retail, focusing on the groundbreaking ways in which Chinese retail giants like Alibaba, JD, and Tencent have pioneered a new era of consumer engagement. These key highlights will give you a comprehensive understanding of how New Retail is not just an emerging trend but a revolutionary shift in both consumer behavior and the global retail industry.

Technological Integration In Retail

Chinese tech giants like Alibaba, JD, and Tencent have revolutionized retail by integrating smart devices, digital payments, and advanced logistics, creating a unified consumer experience across both physical and digital realms.

Consumer-centric Approach: The Four C’s

The book introduces the Four C’s of New Retail: Consumer Centricity, Convenience, Customization, and Contribution—are key principles discussed in the book that guide New Retail. Use real-world examples such as Freshippo (Hema) and Pinduoudo to illustrate how personalized shopping and customized experiences are achieved. These elements guide the design of retail ecosystems, where businesses must focus on personalized, seamless shopping experiences for modern consumers.

Shift From Traditional Retail To Ecosystem Models

New Retail represents a fundamental shift from siloed sales channels to integrated ecosystems. It creates a seamless shopping journey by merging e-commerce with brick-and-mortar experiences, leading to more personalized and convenient consumer interactions.

Immersive Shopping And Retail-tainment

Retail-tainment and smart environments are reshaping how consumers experience shopping. The integration of virtual reality (VR), augmented reality (AR), and interactive digital elements makes shopping more engaging, providing entertainment alongside transactions.

Key Takeaways: Embracing The New Retail Paradigm

In this section, we will distill the core principles and strategies outlined in New Retail: Born in China, Going Global, highlighting the key takeaways that businesses worldwide can apply to gain a competitive edge. From the importance of creating consumer-centric ecosystems to leveraging cutting-edge technologies, these takeaways offer practical guidance on how to integrate New Retail into your own business practices and future-proof your retail strategy.

THE IMPORTANCE OF ECOSYSTEMS OVER CHANNELS

New Retail replaces traditional channels with integrated ecosystems that bring together multiple touchpoints, for a unified shopping experience. Businesses must design ecosystems that go beyond transactional sales to build relationships with consumers.

TECH-DRIVEN RETAIL TRANSFORMATION

The integration of AI, big data, and logistics technologies is crucial in New Retail. For instance, Freshippo (Hema) uses smartphone apps to offer personalized shopping experiences and fast delivery, representing the tech-powered retail renaissance.

DATA AS A DRIVER OF PERSONALIZATION

In New Retail, data is at the heart of consumer engagement. Brands use consumer data to customize shopping experiences, improve inventory management, and enhance customer service, ensuring that the experience is as personalized and efficient as possible.

GLOBAL IMPACT OF NEW RETAIL

While New Retail started in China, its principles are now expanding globally. Retailers worldwide are adapting Chinese strategies to their local markets, learning from the innovations of Alibaba, Meituan, and others to stay competitive in a rapidly evolving market.

MEETING THE DEMANDS OF MODERN CONSUMERS

Today's consumers expect convenience, customization, and community. New Retail focuses on these demands by offering personalized services, quick delivery, and a more interactive shopping experience. Businesses must adapt to these changing expectations to remain relevant.

Global Adoption Of Chinese Retail: Pangdonglai's Digital Transformation

PangDongLai, a local supermarket chain in Henan, China, has become a household name in recent years due to its innovative approach to consumer-first retail and supply chain management. The brand is often in the headlines, with recent events like its decision to halt the sale of vegetables exceeding pesticide residue standards and its famous low-margin pricing strategies on items like winter coats that earn only a few cents per piece.

While some consumers express dissatisfaction with the brand’s limited online presence, PangDongLai has begun to explore the online retail space in earnest. The rise of cross-border buying (via third-party buyers or daigou) for PangDongLai products, particularly through live-streaming e-commerce platforms, shows the massive demand for products that were previously only available in their physical stores. This highlights a crucial point in New Retail: consumer demand is shifting towards convenience, speed, and immediacy.

To respond, PangDongLai launched its online store in December 2022, beginning with a selection of self-branded products such as food and household items, with a plan to expand. However, the transition hasn’t been without challenges. Despite being an established physical brand with strong local consumer loyalty, PangDongLai faced resistance in its initial digital push. This was primarily due to a limited online product range and the relatively high shipping costs, making online shopping less attractive for non-local consumers.

Global Lessons from PangDongLai

As PangDongLai explores the digital world, its journey mirrors that of established global brands. The success of Sam’s Club, owned by Walmart, in creating a profitable online ecosystem with front warehouses (pre-positioned stock for faster delivery) can serve as a valuable lesson for PangDongLai. Sam’s Club is already reaping the rewards of its global expansion, largely due to its successful online business model and hyperlocal fulfillment. For example, Sam’s Club’s use of front warehouses in China has enabled it to offer fast, reliable deliveries, and the same strategy could be adopted by PangDongLai to expand outside its traditional markets.

Global Adoption Of Chinese Retail: Meituan’s Flash Retail

Launched in April 2023, MeiTuan’s Flash Retail, a new instant retail brand—has become a key player in China’s rapidly growing immediate retail market. The platform promises a 30-minute delivery for groceries, household items, and even electronics, offering a seamless, convenient shopping experience for Chinese consumers. By partnering with nearly 3,000 local retailers across China, MeiTuan aims to offer a comprehensive range of everyday essentials with unprecedented speed.

The launch of MeiTuan Flash Retail is a direct response to the growing demand for instant gratification. Consumers today expect quick deliveries, and MeiTuan’s ability to provide 30-minute delivery for a variety of items sets it apart from traditional retail models. As a result, it has gained significant traction, with more than 180 million daily transactions and a rapidly growing market share in the instant retail space.

Global Lessons from MeiTuan’s Flash Retail

The success of MeiTuan’s Flash Retail highlights how global brands can tap into local ecosystems to meet consumer demands for instant retail services. For example, Instacart and Amazon Fresh in the U.S. have followed a similar approach by emphasizing fast delivery for groceries, particularly during the pandemic, when demand for contactless shopping surged.

International brands, such as Walmart, have also incorporated instant retail services into their offerings. Walmart launched its Express Delivery service in the U.S. to deliver groceries in two hours or less, a move that mirrors the success of MeiTuan’s Flash Retail. In China, however, the speed and breadth of products offered by MeiTuan’s platform set it apart as an innovator in instant retail.

Who Are These Books For?

This book is a valuable resource for:

BUSINESS OWNERS AND EXECUTIVES:

If you're looking to understand how to adapt your business model to the global retail changes driven by Chinese tech giants, this book is for you.

RETAIL MANAGERS AND MARKETERS:

Whether you work in e-commerce, brick-and-mortar retail, or logistics, the book offers practical advice on integrating New Retail strategies.

ENTREPRENEURS IN ASIA AND BEYOND:

Entrepreneurs aiming to expand globally, especially into the Chinese market, will find essential insights to help them compete and thrive.

TECHNOLOGY AND DATA ENTHUSIASTS:

New Retail relies on big data, AI, and cutting-edge logistics. This book is an excellent primer on how these technologies are used in real-world retail scenarios.

EDUCATORS AND STUDENTS IN BUSINESS AND MARKETING FIELDS:

The book provides invaluable case studies and theories that will be of immense value for educational purposes

About The Authors

Ashley Dudarenok

Ashley Dudarenok is a leading China-focused digital expert, serial entrepreneur, and prolific author. Recognized by Thinkers50 as a “Guru on fast-evolving trends in China” and named one of the world’s top 30 internet marketers by Global Gurus, Ashley is the founder of two pioneering companies: ChoZan 超赞, a consultancy specializing in China research and digital transformation, and Alarice, a digital marketing agency helping global brands succeed in China.

As a thought leader, Ashley has authored 11 books on digital China, offering invaluable insights into one of the world’s most dynamic markets. Her work bridges the gap between China’s digital innovation and global business strategies, helping top companies learn from China’s success stories through research, consulting, and learning expeditions.

A LinkedIn Top Voice, Ashley is followed by over 500,000 professionals across platforms like LinkedIn and YouTube, where she shares daily insights into China’s digital landscape. She is also a sought-after keynote speaker, delivering tailored presentations on topics like customer centricity, the future of retail, and technology-driven transformation for brands such as Coca-Cola, Disney, and 3M.

Her expertise has been featured in leading media outlets including the BBC, Forbes, Bloomberg, SCMP, and other major media outlets.

MICHAEL ZAKKOUR

Michael Zakkour is the Founder and CEO of 5 New Digital, a leading expert in digital commerce, immersive commerce, and global retail strategies. He is the author of “China’s Super Consumers” published by Wiley. A pioneer in introducing concepts like New Retail, Unified Commerce, and Immersive Commerce to the West, Michael has guided FORTUNE 1000 brands, retailers, and manufacturers on global expansion, digital transformation, and profit-driven growth.

With extensive experience in the China/APAC market and a strong focus on consumer and data-driven strategies, Michael has provided research, strategy, and execution services for some of the world’s most recognized brands. He has appeared as a thought leader on BBC, CNN, NPR, and MSNBC, and has been featured in The Wall Street Journal, FORBES, and other major media outlets. Michael is also a sought-after professional speaker and guest lecturer at institutions like Yale, UPENN, NYU, and Columbia.

A Web 3.0 leader with a career spanning Web 1.0 and 2.0, Michael continues to shape the future of commerce, blending online and offline operations for transformative growth.

What Are People Saying?

“This is a fantastic read on the China market/customers and how to compete and win. More importantly, it’s a great read on how the world of retail is changing, what the implications are, and what is required to survive and thrive in this new world. Michael uses tons of real world examples of companies that are succeeding, not just theoretical or anecdotal evidence/examples..”

“ Insightful, digestible overview of digital disruption, new retail, and the influential powers behind it all. This book is so comprehensive and important for anyone who wants to start a company/brand today that it is mandatory reading for my students in the Innovation Course I am teaching at Parsons School of Design.”

“ Zakkour and Dudarenok deliver on the promise and premise of the book, that Alibaba and China’s technology and digital commerce companies have built an entirely new version of what retail is and will be. I highly recommend this book to brands, retailers and anyone looking to understand where commerce and consumption are in Asia and where it is headed globally.”

Faq

What is New Retail in China?

New Retail is a model that integrates online, offline, and logistics components, creating a seamless and personalized shopping experience. It combines technology, data, and consumer engagement to transform how retail works.

How does New Retail differ from traditional retail?

Traditional retail operates through independent channels (e.g., physical stores or online platforms), while New Retail integrates these channels into a unified experience. This model focuses on consumer engagement and convenience, offering a seamless experience across all platforms.

What are the key components of New Retail?

OMO integration, which focuses on merging digital and physical touchpoints to create a seamless experience for consumers. Technology is pivotal, leveraging AI, big data, and machine learning to personalize the shopping journey and enhance customer satisfaction. Efficient logistics management is crucial for optimizing inventory and ensuring on-demand delivery, which is vital in today’s fast-paced market. Consumer-centricity highlights the importance of providing personalized experiences that cater to individual preferences, fostering loyalty and deeper engagement. Finally, incorporating entertainment into the shopping experience through retail-tainment and interactive elements enriches consumer engagement, making the overall shopping journey more enjoyable and memorable.

How is New Retail changing global commerce?

New Retail is replacing traditional retail models by creating integrated ecosystems. This shift allows businesses to provide personalized and interactive shopping experiences that cater to the modern consumer’s demand for convenience and customization.

How does New Retail affect consumer behavior?

Consumers now expect instant gratification, customized experiences, and seamless shopping across all platforms. New Retail meets these demands by integrating technology, data, and smart logistics to offer a more convenient, personalized experience.

What is the role of big data in New Retail?

Big data enables businesses to personalize the shopping experience by analyzing consumer behavior and preferences. It helps optimize inventory, predict demand, and offer tailored recommendations to consumers, improving engagement and satisfaction.

What are the "Four C's" of New Retail?

The Four C’s of New Retail are:

Consumer Centricity, which emphasizes placing consumers at the center of retail strategies. Convenience focuses on ensuring easy access to products and services, making shopping seamless for customers. Customization involves offering personalized shopping experiences to cater to individual preferences. Lastly, Contribution highlights the importance of adding value to the consumer experience and fostering broader social engagement.

What’s the difference between New Retail and Omnichannel Retail?

While Omnichannel retail focuses on providing a consistent experience across separate channels, New Retail integrates all touchpoints into a single ecosystem, allowing for a seamless and more personalized experience for the consumer.

How is New Retail being applied outside of China?

Global retailers are adopting aspects of New Retail, integrating online and offline experiences, leveraging AI and data, and offering interactive shopping environments. Examples include Amazon Go and Walmart’s smart shelves, which draw inspiration from New Retail innovations in China.

What are some examples of New Retail in practice?

Examples of New Retail in practice include Freshippo (Hema), a tech-driven supermarket that offers smartphone shopping, QR codes, and fast delivery. JD’s Smart Stores utilize AI and robotics to create an integrated shopping experience, enhancing efficiency and customer engagement. Additionally, Tencent’s WeChat Ecosystem serves as an integrated platform that combines e-commerce, social media, and payments, providing a seamless user experience for consumers.

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