Research on the E-Commerce Transformation Strategy of Coffee Brands from the Perspective of New Retail
Year: 2025
Type: article
Abstract: 随着消费结构的升级和数字技术的迅猛发展，新零售逐渐成为推动传统零售业转型升级的重要动力。咖啡作为年轻消费者追捧的饮品，其市场规模不断扩大，吸引了大量品牌进入竞争。在此背景下，咖啡品牌通过电商化转型谋求新的发展机遇，成为行业发展的关键趋势。结合当前咖啡品牌在电商平台的布局现状，深入分析其电商化转型面临的挑战与机遇，能够为咖啡品牌在新零售时代的可持续发展提供参考。With the upgrading of consumption structures and the rapid development of digital technologies, New Retail has gradually emerged as a significant driving force in the transformation and upgrading of traditional retail industries. Coffee, as a beverage favored by young consumers, its market size is expanding, attracting numerous brands to enter the competitive landscape. Against this backdrop, the pursuit of new development opportunities through e-commerce transformation has become a critical trend in the industry for coffee brands. By examining the current strategies of coffee brands on e-commerce platforms and conducting an in-depth analysis of the challenges and opportunities in their digital transformation, this study aims to provide actionable insights for the sustainable development of coffee brands in the New Retail era.
Source: E-Commerce Letters
Author: 家琪 钱
Institution: Nanjing University of Posts and Telecommunications
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410827294