Research on the Transformation Issues and Optimization Strategies of Traditional Chinese Retail Enterprises under the Background of Digital Transformation

College of International Tourism and Public Administration, Hainan University, Haikou, Hainan, 570228, China

^* Corresponding author: 20223005708@hainanu.edu.cn

Abstract

The retail industry plays a vital role in the national economy, directly contributing to GDP growth. Its healthy development supports overall economic stability. However, in the digital age, amid a challenging business environment and intense market dynamics, traditional Chinese retail enterprises face unprecedented challenges and opportunities, necessitating digital transformation. This study explores the primary issues and corresponding strategies for the transition of traditional Chinese retailers to new retail models. Focusing on Miniso, a prominent example of new retail, and comparing traditional retailers with those that have embraced digital transformation, this study identifies four key challenges: inadequate technology adoption, poor data management, and utilization, difficulty in integrating online and offline channels, and rigid marketing methods. It proposes four optimization strategies: increased investment in digital technology and talent development, the creation of an efficient data management system, seamless integration of online and offline marketing and service models, and enhanced social media marketing. This study aims to offer theoretical support and practical guidance for the successful digital transformation of traditional Chinese retailers, promoting sustainable development and competitiveness in the evolving market landscape.