Abstract: The increasing enrichment of scenario elements and the continuous strengthening of their functions have driven the evolution of the dominant logic of new retail from "goods" to "people" and then to "scene", and stimulated innovation in business models. However, the underlying innovation mechanism and path are still unclear and this becomes a key factor that restricts the high-quality development of the scenario economy. Therefore, this research takes Yili Group as an example and uses a combination of case study and procedural grounded analysis to explore and reveal the innovative mechanism and path of scenario-enabled new retail business models from the perspective of the evolution of the dominant logic of "people-goods-scene". The results show that:(1) with "goods" as the dominant, scene relies on the dominant logic of product functional value and utilizes data mining to explore users' consumption needs, identify users' consumption demand scene by means of contextual awareness, and empower innovation in new retail business models for standardized configuration of "business scene+consumption need+business context"; (2) with "people" as the dominant, scene relies on the dominant logic of service utility value and uses user portraits to depict users' consumption habits and context integration to identify users' consumption habits scene, empower innovation in new retail business models for personalized configuration of "business scene+consumption habits+business ontext." (3) with "scene" as the dominant, scene relies on the dominant logic of scenario experience value and uses emotional polarity to analyze users' consumption preferences, and leverages on context aggregation to identify users' consumption preference scene and enable innovation in new retail business models for the dual path configuration of "business scene+consumption preference-business context".

Key words: dairy new retail, "people-goods-scene" dominant logical evolution, business model innovation, scenario economy