Retail location strategies in China in the era of online shopping

Huang, Rong (2024) Retail location strategies in China in the era of online shopping. Doctoral thesis (PhD), Manchester Metropolitan University.

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Abstract

This thesis provides a comprehensive exploration of the intricate dynamics of the retail landscape, with a focus on the Chinese e-commerce industry. The research pivots around the evolution of retail location theories and strategies, set against the transformative backdrop of the digital age. Chapter 2 embarks on an exhaustive literature review, tracing historical perspectives while shedding light on knowledge gaps in geographical studies. In contrast, Chapter 3 offers an in-depth background of China's burgeoning e-commerce scene, elucidating factors propelling its growth and offering foresight into its future trajectory. The subsequent chapters probe the urban impacts of e-commerce, revealing how online shopping is not only reshaping retail behaviours but also influencing city planning and the urban fabric. Emphasis is placed on "New Retail", a paradigm that seamlessly merges online and offline experiences, and the resultant implications for store location strategies. The study also dives into the profound effects of the COVID-19 pandemic on the retail sector, highlighting both challenges and emergent opportunities. Drawing from rich interview data, case studies, and meticulous analyses, this thesis bridges theoretical frameworks with empirical findings, yielding insights that guide retailers, city planners, and stakeholders in their decision-making processes. The narrative culminates with reflections on the lessons from China's unique retail context, the research limitations, and avenues for future studies. In essence, this work stands as a seminal contribution to understanding the multifaceted dimensions of the e-commerce industry within urban geographies.