卖肯锡关于零售业的报告.pdfVIP

Retail trade SUMMARY Retail trade contributed nearly one-fourth of the economy-wide productivity growth jump from 1987-95 to 1995-99 (0.31 percentage points of the 1.33 percentage point total). Understanding retail is thus critical to understanding the economy-wide acceleration in productivity growth. When analyzing this sector, the McKinsey Global Institute focused in depth on general merchandise retailing. MGI also conducted focused analyses to understand the productivity impact of the rapid acceleration in the real value of computers and the emergence of the Internet as a sales channel. In general merchandise (representing 16 percent of the total retail productivity growth acceleration), we found that Wal-Mart directly and indirectly caused the bulk of the productivity acceleration through ongoing managerial innovation that increased competitive intensity and drove the diffusion of best practice (both managerial and technological). We also found that external demand factors contributed meaningfully to the productivity acceleration, as consumers spent an increasing portion of their incremental income on higher-value goods (e.g., deciding to purchase a more expensive shirt rather than a less expensive one). By contributing overwhelmingly to the productivity growth jump in general merchandise retail, Wal-Mart demonstrates the impact that managerial innovation and effective use of IT by individual firms can have on market structure, conduct, and performance. Beyond general merchandise retail, MGI found that rapid innovation in semiconductors and computer assembly significantly benefited the retail sector, as retailers passed through computers of increasing quality to consumers (computer sales are included in the furniture and consumer electronics sector). Over 6 percent of the total productivity jump in retail trade was due to the 1995-99 acceleration in computer quality and performance. (This jump could thus arguably be accred