New Retail Business Analysis and Modeling: A Taobao Case Study

In recent years, many new business modes and strategies are constantly emerging in e-commerce. The new retail has been one of the most successful modes. Different from the traditional business modes, it is driven by information technology (big data, Internet of Things, artificial intelligence, etc.) and centered on consumer experience. Furthermore, it reconstructs the core elements in online and offline trade to form a new business mode. Thus, the existing business modeling approaches cannot be used to analyze and describe the new retail mode. In this article, we first analyze the business characteristics and processes in new retail and redefine the core elements in e-commerce, such as people, product, and place. EMB can decouple the business aspect and technical aspect of the business systems of e-commerce. So EMB can bridge the gap between business experts and application developers. In addition, we verify EMB by the electronic certificate business of Taobao and deeply analyze its reusability, applicability, and efficiency. Finally, to demonstrate the advantages of EMB, it is compared with some other existing methods in detail.