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With the gradual disappearance of e-commerce dividends, driven by technological innovation and consumption upgrading, the retail industry faces vast opportunities and challenges. China, as one of the most important retail markets in the world, tends to be at the forefront of innovation through the combination of big data boom and retail industry. In 2016, new retail emerged in China as a challenge to traditional hypermarkets and e-commerce platforms. Investors have different requirements for companies under different circumstances. By analyzing the representative stocks with excellent performance of online and offline, this paper investigates alternations occurred in the retail industry and the various psychological expectation of investors for retailers in the new environment.

Investors’ Psychological Expectation of Retailers under the New Retail Model