At present,the retail industry has ushered in the development mode of new retail,smart retail and other emerging business forms,from "commodity-centered" to "customercentered",changes in the supply side and demand side are promoting the digital transformation of retail enterprises.Online and offline retail is fully integrated,and allscene and all-channel retail puts forward higher requirements for retail enterprises.In contrast,multinational retail enterprises not only face changes in the general environment in the host country,but also face problems such as the ultra-rapid rise of local merchants and the business environment in the host country different from that in the home country.Retail enterprises should realize that data has become the fifth factor of production in the era of digital economy besides capital,labor,land and technology.More importantly,retail enterprises should realize that digital transformation is not only the application of digital technology,but also emphasizes the change of process and mode.Therefore,it is of great practical significance to explore how multinational retail enterprises in China adapt to the development of The Times and innovate and transform in the digital economy era.Based on the concept definition of digital economy and "new retail," this paper firstly combs the relevant literature of domestic and foreign scholars.Secondly,this paper mainly analyzes the motivations and possible challenges of digital transformation of multinational retail enterprises in China.The development of digital technology is an important engine for the digital transformation of enterprises.Thirdly,this paper also analyzes the measures that multinational retail enterprises in China may take to carry out digital transformation,mainly including marketing digitalization,warehousing and logistics digitalization,supply chain digitalization,financial payment innovation,digital social thinking and other transformation methods.Through the application of emerging digital technologies such as big data,5G and cloud computing,retail enterprises can accurately analyze and obtain consumer user portraits at the user level,so as to achieve accurate advertising push and preferential activities in the sales link;At the enterprise level,through the application of digital technology,the warehousing,logistics,supply chain and other links of enterprises can be intelligently and digitally managed,which can greatly improve the work efficiency of enterprises and reduce the cost of trial and error.Finally,this paper takes the specific case of Suning Carrefour as the research object.After the acquisition of Carrefour,Suning has adopted a variety of digital transformation attempts for Carrefour stores,mainly including the migration of Suning cloud,the digital change of home service,the digital fast picking warehouse,the comprehensive integration of supply chain,the upgrading of payment methods,and the deep cultivation and sinking market of retail cloud.With the help of Suning,Carrefour finally achieved continuous profits after seven consecutive years of losses.To sum up,it can be concluded that in the process of enterprise digital transformation,the government should do a good job in guiding the enterprise digital transformation.For enterprises,multinational retail enterprises in China should improve their awareness of digital transformation and fully integrate online and offline resources for digital transformation.As a key logistics and warehousing link in the supply chain,retail enterprises should also accelerate the construction of digital warehousing and logistics system.For multinational retail enterprises in China,they should give full play to the advantages of international supply chain and pay attention to differentiated digital transformation. |