基于WSR方法论的中国零售企业国际化影响因素研究——名创优品案例

管理评论 ›› 2021, Vol. 33 ›› Issue (12): 339-352.

基于WSR方法论的中国零售企业国际化影响因素研究——名创优品案例

田歆^1,2,3, 许少迪^1,2,3, 鄂尔江⁴, 吴昭松⁵, 叶国富⁶

1. 中国科学院大学经济与管理学院, 北京 100190;
2. 中国科学院虚拟经济与数据科学研究中心, 北京 100190;
3. 中国科学院大学中丹学院, 北京 101408;
4. 清华大学工业工程系, 北京 100084;
5. 上海海鼎信息工程股份有限公司, 上海 201112;
6. 名创优品(广州)有限责任公司, 广州 510170

收稿日期:2019-09-30 出版日期:2021-12-28 发布日期:2022-01-25
通讯作者: 田歆(通讯作者),中国科学院大学经济与管理学院副教授,中国科学院虚拟经济与数据科学研究中心副研究员,中国科学院大学中丹学院副教授,硕士生导师,博士
作者简介:许少迪,中国科学院大学经济与管理学院、中国科学院虚拟经济与数据科学研究中心、中国科学院大学中丹学院硕士研究生;鄂尔江,清华大学工业工程系博士研究生;吴昭松,上海海鼎信息工程股份有限公司总经理;叶国富,名创优品(广州)有限责任公司全球联合创始人、首席执行官
基金资助:
北京市自然科学基金项目（9212020）；国家自然科学基金项目（72172145；71932002）；中央高校基本科研业务费专项资金项目（E1E41501X2）；中国科学院大学经济与管理学院教学案例开发项目

Critical Success Factors for Internationalization of Chinese Chain Retailers: The Case of MINISO

Tian Xin^1,2,3, Xu Shaodi^1,2,3, E Erjiang⁴, Wu Zhaosong⁵, Ye Guofu⁶

1. School of Economics and Management, Chinese Academy of Sciences, Beijing 100190;
2. Research Center on Fictitious Economy and Data Science, Chinese Academy of Sciences, Beijing 100190;
3. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 101408;
4. Department of Industrial Engineering, Tsinghua University, Beijing 100084;
5. Shanghai HEADING Information Engineering Co., Ltd., Shanghai 201112;
6. MINISO (Guangzhou) Co., Ltd., Guangzhou 510170

Received:2019-09-30 Online:2021-12-28 Published:2022-01-25

摘要/Abstract

摘要： 零售国际化是国际知名零售品牌的常规发展战略，但目前中国零售企业不仅难以走出国门，甚至难以实现全国性跨区域经营。本文以物理-事理-人理（WSR）方法论为理论框架，以中国近年来罕有的快速实现了零售国际化扩张的名创优品为研究对象，探索中国零售企业实施国际化战略的影响因素和管理策略等问题。案例研究表明，名创优品在信息化加载的虚拟零售企业模型指导下，通过加盟模式创新、供应链整合能力输出和品牌输出，实现了外部门店快速扩张，在内部通过双元性创新能力完善其商业模式和运营管理，不断提升供应链和品牌价值，保证了国际化战略的成功实施以及企业的快速健康发展。这一工作弥补了当前零售国际化研究中聚焦西方企业而缺乏中国案例的不足，也间接构建了一种零售国际化战略决策模型。

关键词: 物理-事理-人理（WSR）方法论, 虚拟零售企业模型, 零售国际化, 供应链管理, 名创优品

Abstract: Internationalization is one of the most intensive trends among many retailing magnates in recent decades. However, there are few successfully internationalized retailing enterprises in China and few researches are conducted in the context of Chinese retailing industry. This paper examines the internationalization process including business model and critical incidents of MINISO, a Chinese chain retailing enterprise that has internationalized at a fast speed rarely seen, and identifies critical success factors for its internationalization based on Wuli-Shili-Renli system approach. We show that MINISO, under the guide of virtual retail enterprise model, rolls out stores globally through franchise system innovation, supply chain integration and brand exportation externally and improves the value of its supply chain and brand internally by utilizing ambidextrous innovation capability. This paper enriches the retail internationalization study by adding Chinese cases into the analytic framework, and indirectly proposes a strategic decision-making model of retail internationalization.

Key words: Wuli-Shili-Renli system approach, virtual retail enterprise model, retail internationalization, supply chain management, MINISO

田歆, 许少迪, 鄂尔江, 吴昭松, 叶国富. 基于WSR方法论的中国零售企业国际化影响因素研究——名创优品案例[J]. 管理评论, 2021, 33(12): 339-352.

Tian Xin, Xu Shaodi, E Erjiang, Wu Zhaosong, Ye Guofu. Critical Success Factors for Internationalization of Chinese Chain Retailers: The Case of MINISO[J]. Management Review, 2021, 33(12): 339-352.

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