Classified Spatial Clustering and Influencing Factors of New Retail Stores: A Case Study of Freshippo in Shanghai

Abstract

The diversified innovative strategies adopted by the new retail format in urban spaces have significantly driven retail transformation and innovation. The combination of online platforms and physical stores provides a substantial advantage in market competition. This paper takes “Freshippo”, a typical representative of China’s new retail, as an example. Based on multi-source data and using tools such as GIS spatial analysis, statistical analysis, and geographical detectors, this study comprehensively examines the spatial clustering characteristics and influencing factors of Freshippo physical stores in Shanghai. The findings show that Freshippo has significantly expanded in the Shanghai fresh food market by innovatively opening various types of stores. However, there are substantial differences in the proportions of different types of stores, with 94% of the stores having online retail capabilities. Each offline store in the new retail format presents a multi-level “complementary” spatial distribution feature across the urban space, with distinctive clusters in the urban central districts, urban periphery areas, and outer suburban districts. The radiation range of logistics and distribution services exhibits characteristics of “central agglomeration and multi-point distribution”, providing residents with diverse and accurate services. Additionally, the comparison of multiple model results shows that the location selection of various types of new retail stores is significantly influenced by multiple factors, especially the nonlinear amplification effect of factor interactions on store agglomeration. These findings provide an important scientific reference for understanding the development of new retail formats and offer new ideas that promote the transformation and innovation of the retail industry, thereby achieving sustainable development.