电子商务在经历了近年来的高速发展之后，开始面临在线用户数量增速放缓、流量红利渐趋萎缩等现实问题与挑战。与此同时，随着人们经济收入水平的不断提升和社会经济增长，人们对消费过程中的体验关注程度远远高于对产品价格的关心程度，在线电子商务在满足消费者体验方面的短板也日益凸显。因此，以阿里巴巴集团为先导的电商企业，开始将目光转向“新零售”模式的构建，期望通过对在线、线下以及现代物流进行无缝对接与深度融合，探索到零售业新的增长点。本文基于新零售模式下零售边界与零售创新进行分析，并针对新零售业持续发展提出科学、合理对策，进而驱使零售业在行业、产业以及社会经济增长中发挥更大作用。

关键词：新零售、全管道、在线线下、零售边界、零售创新

After the rapid development of e-commerce in recent years, it begins to face the real problems and challenges, such as the slowdown of the number of online users and the shrinking of traffic dividend. At the same time, with the continuous improvement of people's economic income level and social and economic growth, people pay much more attention to the experience in the process of consumption than to the price of products, and online e-commerce has become increasingly prominent in meeting consumer experience. Therefore, e-commerce enterprises led by Alibaba group began to turn their attention to the construction of “new retail” mode and expected to explore new growth points of retail industry through seamless docking and deep integration of online, offline and modern logistics. Based on the analysis of retail boundary and retail innovation under the new retail mode, this paper puts forward scientific and reasonable countermeasures for the sustainable development of the new retail industry, and then drives the retail industry to play a greater role in the industry and economic growth.

Keywords: New Retail, Omni Channel, Online and Offline, Retail Boundary, Retail Innovation