Spatial-temporal distribution characteristics and influencing factors of new retail stores: a case study of Freshippo stores in Shanghai

In the era of new retail, the integration of data and technology facilitates cross-regional connections in the food retail industry, enabling precise spatial distribution of stores and active interactions with consumer markets. Some studies view new retail as an extension of omnichannel retail, noting that it integrates the advantages of both online and offline channels and reshapes the urban commercial landscape. This study focuses on Freshippo stores from 2016 to 2024, revealing the spatiotemporal changes and regional differences in new retail stores within urban settings against the backdrop of retail model transformation. Through an analysis based on multi-source data and the integration of qualitative and quantitative methods, this research systematically explores the layout preferences of new retail physical stores in terms of costs, regional environments, and service industry levels. The findings indicate that the layout of new retail physical stores exhibits a trend of expansion from city centers to suburbs, eventually covering most urban communities. Multiple clusters of new retail stores have formed in the main urban areas, suburbs, and outer suburbs, with suburbs and outer suburbs gradually becoming high-value core regions. This deviates from the traditional site selection model that relies on city shopping centers or commercial districts, expanding into down-market areas and avoiding homogenized competition. Additionally, the geographic market layout of new retail physical stores within cities is significantly influenced by multiple factors such as rental costs, accessibility, business environment, community density, and living service facilities. These factors manifest as single-factor, dual-factor, and multi-factor influences. In different local areas, the driving mechanisms behind these factors also exhibit considerable variability, closely related to the service positioning of the stores, indicating that new retail store locations demonstrate unique preferences for various regional factors. Our research findings further enrich retail geography and commercial location theory, providing new perspectives for reshaping urban commercial spaces and significant references for site selection decisions regarding fresh food, new retail stores, and sustainable development planning for urban commercial spaces.