A version of this article originally appeared on Daxue Consulting’s blog. Daxue Consulting is a market research and management consulting firm focusing on the Chinese market. 

The retail world is evolving at a dizzying pace, and this transformation goes far beyond online shopping. The Chinese e-commerce giant Alibaba has announced a “new retail” strategy—but what does new retail mean?

For Ali founder Jack Ma, the future of retail is not about new retail channels, but about new experiences. His new retail idea is to offer a new shopping experience without boundaries: combining the best of both online and offline commerce. In China, the established marketing strategy of Online to Offline may be overtaken by OMO—“Online Merge Offline.”

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Daxue Consulting

Daxue Consulting is a China-focused market research company dedicated to providing the best specially tailored, high-quality, customer specific data in one of the most challenging markets in the world,...