• the commercial activity of selling goods or services directly to end consumers, representing the final stage of the supply chain. Retailers purchase products from manufacturers, wholesalers, or distributors and sell them to individual customers through offline stores, e-commerce platforms, or mobile channels.

  • A typical supply chain flow:

    Manufacturer → Wholesaler/Distributor → Retailer → Consumer

    • Retailers

    serve as the "last mile" connecting the supply chain to consumers.

    • Optimizing retail improves

    inventory turnover, customer experience, and sales efficiency

    .

    Business-to-Consumer (B2C) Focus

    • Unlike wholesale (B2B), retail transactions target individual or household users.
    • Examples: Supermarkets, clothing stores, and e-commerce platforms (e.g., Amazon, Taobao) are typical retail formats.

    Small-Volume, High-Frequency Transactions

    • Retail transactions are usually smaller in volume but higher in frequency (e.g., daily necessities, food).

    Diverse Sales Channels

    • Offline Retail

    : Physical stores, convenience stores, shopping malls, etc.

    • Online Retail (E-commerce)

    : Platforms like Tmall, JD.com, social commerce (e.g., Douyin shops), and DTC brand websites (e.g., Nike.com).

    • Omnichannel Retail

    : Integration of online and offline (e.g., Hema’s "online order + offline pickup" model).


    Cookie Use
    We use cookies to ensure a smooth browsing experience. By continuing we assume you accept the use of cookies.
    Learn More