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近年来经济环境产生明显的变化，对消费者和企业都产生了巨大影响。在信息技术方面，互联网、大数据、云计算、人工智能、5G技术快速迭代发展，为传统企业的数字化转型奠定了技术基础；在宏观政策方面，我国先后颁布的各项经济指南和产业发展规划，都明确提出了要大力发展数字经济，创造了数字化趋势非常蓬勃的大环境；在现代消费者消费习惯方面，消费者养成了线上消费的习惯。传统的家居行业面对“不转型就等死”的窘境，实体零售企业找不到消费者、企业积累的数据资产无法挖掘价值，因此企业必须转型。居然之家作为泛家居行业的头部企业，从2012年开始摸索“新零售”数字化转型且显著提升了企业价值创造，具备案例研究的价值。

本文采用了案例研究法、定量分析法等对居然之家“新零售”数字化转型的价值创造进行了研究。本文立足于社会环境发生深刻变革的时代背景，分别从外部压力、内部动力两个切入点描述了居然之家“新零售”数字化转型的动因。在分析居然之家“新零售”数字化的转型过程中，详细阐述了其“大家居”业态与“大消费”业态的融合，总结出居然之家“新零售”数字化转型的经营模式。居然之家在提升线上获客能力方面，构建了全域流量池，让货物找到消费者；在延长产业链方面，凭借自身优势打造了S2B2C数字化平台模式，挖掘数据资产的潜力。为了研究居然之家“新零售”数字化转型价值创造的效果，本文主要通过对居然之家财务指标纵向对比和与行业均值横向对比的方法进行分析，在此基础上补充计算了居然之家的经济增加值。本文发现居然之家通过“新零售”数字化转型，对家居产业链实现了全链路赋能和协同价值的创造，其在转型过程中重构了客户价值主张和数字化运营模式，由此得出结论对传统实体零售企业来说，数字化转型在一定程度上可以助力企业的价值创造。

In recent years, great changes have taken place in the social background, which has had a great impact on consumers and enterprises. In terms of information technology, the rapid and iterative development of the Internet, big data, cloud computing, artificial intelligence, and 5G technology has laid a technical foundation for the digital transformation of traditional enterprises; in terms of macro policies, various economic guidelines and industrial development plans issued by China have clearly proposed to vigorously develop the digital economy, creating a very vigorous environment for the digital trend; in terms of modern consumer consumption habits, consumers have developed the habit of online consumption. The traditional home furnishing industry is faced with the dilemma of “transformation or death”. Physical retail enterprises cannot find consumers, and the data assets accumulated by enterprises cannot tap the value, so enterprises must transform. As the head enterprise of the pan-home industry, Easyhome has been exploring the digital transformation of “new retail” since 2012 and has significantly improved the value creation of the enterprise, so it has the value of case study.

 This paper uses the case study method, data analysis method, and so on to study the value creation of the digital transformation of “new retail” in Easyhome. Based on the background of profound changes in the social environment, this paper describes the motivation for the digital transformation of “new retail” in Easyhome from the four points of industry characteristics, macro policy, economic environment, and internal power. In the analysis of the digital transformation process of the “ new retail” of Easyhome, the integration of its “big furnishing” format and “big consumption” format is elaborated, and the business model of the digital transformation of the “new retail” of Easyhome is summarized. In terms of improving the ability to obtain customers online, Easyhome has built a global flow pool to allow goods to find consumers. In terms of extending the industrial chain, it has built an S2B2C digital platform model with its own advantages to tap the potential of data assets. In order to study the effect of the value creation of the digital transformation of the “new retail” of Easyhome, this paper mainly analyzes the vertical comparison of the financial indicators of Easyhome and the horizontal comparison with the industry average and on this basis, supplements the calculation of the economic value added of Easyhome. This paper finds that Easyhome has achieved full-link empowerment and collaborative value creation for the home industry chain through the digital transformation of “new retail”. In the process of transformation, it has reconstructed the customer value proposition and digital operation mode. Therefore, it is concluded that for traditional physical retail enterprises, digital transformation can help the value creation of enterprises to a certain extent.