★ ​​Comprehensive and Systematic:​​ Provides an in-depth and holistic exploration of retail monitoring, covering foundational concepts, practical applications, and future developments to form a complete knowledge framework.
★ ​​Rich in Case Studies:​​ Features extensive real-world examples across industries such as mobile devices, books, and pharmaceuticals, vividly demonstrating the application scenarios and value of retail monitoring.
★ ​​Highly Practical:​​ Addresses common challenges in enterprise applications and offers actionable solutions, providing practical guidance to enhance operational management capabilities.
★ ​​Forward-Looking:​​ Discusses how AI empowers retail monitoring, offering new perspectives and ideas for industry development.
★ ​​Target Audience:​​ Suitable for professionals in manufacturing, retail, and other retail-related enterprises, as well as researchers from consulting firms, market research agencies, and investment companies focused on market performance. Also ideal for individuals and students interested in retail monitoring or related fields.

This book centers on the origin, fundamental concepts, core value, methodology, enterprise applications, accuracy strategies, and future trends of retail monitoring. It introduces relevant case studies, professionally interprets how statistical analysis of retail data informs business decisions, explores its role and potential pitfalls across operational stages, analyzes the impact of AI, and anticipates future developments. Designed to help enterprises grasp market dynamics and enhance competitiveness, it serves as a vital resource for professionals and learners in the retail ecosystem.

Zhao Xinyu​​
With over 30 years of experience in market research, Zhao Xinyu is the founder of GfK China and has held leadership roles including Managing Director of GfK China, Managing Director of GfK Northeast Asia, and President of Nielsen China. He has specialized in market research, retail market monitoring services, market data integration, and enterprise digital transformation. During his tenure, Zhao led his teams to provide critical market research support for China’s consumer goods industry and market intelligence for Chinese brands expanding globally.
In 2008, Zhao represented China’s market research industry in co-founding the Asia-Pacific Market Research Alliance with counterparts from Japan, South Korea, and other countries, serving as its rotating chairman. Since 2019, he has dedicated himself to public welfare as President of the China Marketing Research Association (CMRA).

Chapter 1: Building the Value of Retail Monitoring​​ // 001
Section 1: The Origin of Retail Monitoring // 003
Section 2: Basic Concepts of Retail Monitoring // 006
Section 3: Value Provided by Retail Monitoring // 008
Section 4: Scenario-Based Applications of Retail Monitoring // 014
Section 5: Key Characteristics of Retail Monitoring // 021
Section 6: Industry Benchmarks for Retail Monitoring Require Tripartite Collaboration // 024

​​Chapter 2: Methodology of Retail Monitoring​​ // 027
Section 1: Standards for Establishing a Retail Monitoring System // 029
Section 2: Statistical Models for Retail Monitoring // 037
Section 3: Retail Data Collection // 044
Section 4: Data Cleaning and Aggregation // 049
Section 5: Data Analysis and Report Presentation // 053
Section 6: Data Interpretation and Insight Generation // 059
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Chapter 3: Refined Operations of Retail Monitoring​​ // 063
Section 1: Retail Monitoring Data Reveals Market Changes and Competition // 065
Section 2: Retail Monitoring Empowers Strategic Decision-Making // 078
Section 3: Retail Monitoring Empowers Product Planning // 092
Section 4: Retail Monitoring Empowers Channel Planning // 100
Section 5: Retail Monitoring Empowers Market Forecasting // 102
Section 6: Retail Monitoring Empowers Business Opportunity Discovery // 106
Section 7: Retail Monitoring Empowers Sales Operations // 111
Section 8: Retail Monitoring Empowers Specialized Research // 114
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Chapter 4: Technological Advancements in Retail Monitoring​​ // 123
Section 1: Retail Monitoring as an Effective Research Method // 125
Section 2: Key Factors Affecting Data Accuracy // 128
Section 3: Common Misconceptions in Retail Monitoring Applications // 132
Section 4: Collaborative Efforts to Enhance the Application Value of Retail Monitoring // 141
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Chapter 5: AI and the Future of Retail Monitoring​​ // 147
Section 1: Broad Prospects for Traditional Retail Monitoring // 149
Section 2: The New Retail Landscape Drives Iterative Upgrades in Retail Monitoring // 152
Section 3: AI Empowers a New Era of Retail Monitoring // 159
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Afterword​​ // 173