然而,店铺零售在今天已遭遇多方面的问题。从供应商的角度看,由于市场竞争日益激烈,传统的多层营销渠道的多重中间利润使得制造商无法与别人竞争;加上店铺租金、店员薪酬和广告的种种支出,使资金的运用受到很多限制,限制了商人所能供应的货品种类和品质。从消费者的方面看,传统方式也出现了下列问题:1.1.1 商品销售渠道拥挤,对新的销售渠道提出需求 However, store retail today has encountered many problems. From the supplier’s point of view, the multiple intermediate profits of the traditional multi-tier marketing channels make it impossible for manufacturers to compete with others due to the increasingly fierce market competition. With the various expenses of store rent, staff remuneration and advertising, the use of funds is greatly affected Restrictions limit the types and qualities of merchandise that merchants can supply. From the consumer’s point of view, the traditional way also appeared the following problems: 1.1.1 commodity sales channels crowded demand for new sales channels