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III Contents Preface. 4 Chapter ¢ñ Opportunities and Challenges of the Retail Revolution 7 1. Ushering in the Fourth Retail Revolution. 7 2. The Motivation of the Fourth Retail Revolution. 16 3. The Impact of the Fourth Retail Revolution. 26 4. The Evolution and Deepening of the Fourth Retail Revolution—Smart Retail 31 5. Rising to the Fourth Retail Revolution. 39 6. Leap from Traditional Retail to Intelligent Retail 43 Chapter II The Fourth Retail Revolution and Cloud Consumption 45 1. Three Characteristics of Cloud Consumption. 45 2. Cloud Consumption: With Consumer Demand as Its Core. 70 3. The Mainstream Consumption Pattern in Cloud Consumption. 74 Chapter III The Fourth Retail Revolution and Internet Thinking 83 1. Internet Thinking. 83 2. The Internet Thinking Practice of Xiaomi 89 3. The Innovation and Reform of Retail Enterprises under the Influence of Internet Thinking 93 Chapter IV Information Technology and Big Data in the Fourth Retail Revolution 100 1. Information Technology in Traditional Retail Industry. 100 2. The Development of Information Technology. 102 3. Big Data. 118 Chapter V O2O (Online to offline) Business Model in the Fourth Retail Revolution. 125 1. The Rise of Online Retail and its Development Limitations. 125 2. The Creation of O2O Model and Its Operating System.. 127 3. The O2O model of Suning.com Co., Ltd. 133 4. JD.com: From Exploring O2O to Practicing Boundless Retail 137 5. O2O model: the direction of the future retailing. 145 Chapter VI The Fourth Retail Revolution and Logistics Innovation 146 1. Innovation of the Logistics System in the Era of Retail Revolution. 146 2. The Intelligentization and Electronization of Logistics. 156 3. The Future Trends of Retail and Logistics Industry. 158 Chapter VII The Fourth Retail Revolution and Financial Innovation 161 1. The Interaction Between Retail Revolution and Financial Innovation. 161 2. Supply Chain Finance: JD.com.. 164 3. Create an Open Ecosystem, Provide Inclusive Financial Services—Take Ant Financial Service as an Example 174 Chapter VIII The Fourth Retail Revolution and Tourism Innovation 181 1. The Development of the Tourism.. 181 2. The Upgrade and Innovation of Tourism Products. 186 3. The Innovation of Tourism Marketing Model 187 4. The Innovation of Tourism Enterprises. 188 Chapter IX The Fourth Retail Revolution and Innovation of Retail Advertising Model 191 1. The Development, Status Quo and Driving Forces of the Retail Advertising Model 191 2. The Reform of the Retail Advertising Model 208 3. The Trend of Retail Advertising Model 220