Suning Logistics, a retail logistics enterprise, was located in Nanjing, Jiangsu, China. As a subsidiary of Suning Holding Group (Suning), Suning Logistics represented the core competitiveness of Suning in occupying the leading position in China's retail landscape. Suning Logistics was registered as a company in 2012 but was a subsidiary of Suning before growing into Suning Logistics Group (Suning Logistics) in 2015. During the 30-year development process, Suning Logistics had repeatedly iterated and upgraded its logistics model to support the transformation from a physical retailer to online retailer. With the China's new retail wave, experiential shopping and digital consumption brought challenges to the logistics upgrade. To win competitive advantage, the general manager of Suning Logistics had to make a choice between two transformational directions: Should the company improve the logistics efficiency of multi-scenario retail? Or, should it explore the reverse supply chain with emerging technology?
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