Social effectiveness analysis of retail´s circulation technology innovation

Since 1990s, new retail formats successively come on stage in China, forming the coexistence of various formats. At the same time, with the entrance of international General Merchandising in China, on the one hand, it promotes the development of Chinese General Merchandising. On the other hand, it accelerates the keen competition in Chinese retailing. Based on the background of the development and change of the retailing, on the viewpoint of social effectiveness of retail´s circulation technology innovation, analyzing the subjective drive of various retailing formats, to seek development process and development rules of retailing. It is concluded that only Retail Formats with social effectiveness can gain competitive edge in keen competition among various formats.