The long tail theory is a new concept born under the Internet economy. When the goods was no longer restricted by shelf space and circulation area,the small demand requirements,namely the long tail requirements,can be satisfied. The sum long tail demand is enough to compete with the best selling goods market. It will become new competitive advantage of the Internet enterprise. Starting from Gome's sharing retailing practice,and based on the long tail theory,the authors find that:essentially,sharing retailing isthe integration of sharing economy and the retail business,which can get through the boundary of online and offline channels,and form multiple consumption scenarios meeting the needs of popularization and differentiation. It relies on the professional platform,take advantage of the small group communication and sharing of social network,expand the long tail information circle of the sharing retailing industry,and increase the volume of the platform. As a new form of Internet economy,its development speed exceeds the public's cognitive ability. Though it is confronted with such problems as the lack of laws,improper supervision and insufficient credit evaluation,with the improvement of policy environment,the development problems will be effectively solved for shared retailing as well as sharing economy. When Gome's strategic layout is completed, sharing retailing will have a profound impact on Chinese retail enterprises and the long tail market may become a new profit growth point for enterprises.%长尾理论是在互联网经济下催生的新理论.当商品不再受货架空间与流通地域限制后,无数小众需求即长尾需求都可以得到满足,所有长尾需求的总和足以与畅销品市场相抗衡,形成互联网企业新的竞争优势.从国美"社交+商务+利益共享"的共享零售实践出发,基于长尾理论进行剖析发现,共享零售本质上是共享经济与零售业态的融合,通过打通线上线下渠道边界,形成多个消费场景,满足大众化与差异化的消费需求.依托专业化平台,利用社交网络的小众传播分享,扩展共享零售长尾信息圈层,以此不断增大平台体量.作为新生的互联网经济形式,其发展速度超过公众认知能力,遇到法律缺失、监管不当、信用评价不足等问题,但随着政策环境改善,共享零售乃至共享经济的发展难题会有效解决.当国美战略布局完成之后,共享零售将深刻影响中国零售企业,长尾市场也可能成为企业新的利润增长点.
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