Research On The Optimization Strategy Of Distribution Channels In HF Yonghui Supermarket Under The New Retail Background

Under the rapid development of the Internet,e-commerce retail has had a strong impact on the development of traditional retail industry,forcing traditional retail enterprises to explore strategies for integrating offline and online distribution channels,thereby bringing consumer experience and service upgrades.At the same time,traditional e-commerce retail shows the shortcomings of poor online shopping experience,which cannot meet the consumption characteristics of the main consumer groups in society who pursue high-quality goods and services.Therefore,traditional retail enterprises rely on logistics delivery,and the combination of online and offline new retail has become a development trend.Driven by big data,cloud computing,and artificial intelligence,new retail can better integrate convenient online shopping methods with real offline shopping experiences,making the business operation more intelligent and efficient,and playing a prominent role in improving the comprehensive competitiveness and operational efficiency of enterprises.This article takes New Retail as the background,selects HF Yonghui Supermarket as the specific research object,and uses methods such as literature analysis,survey of consumers,and interviews with practitioners.Guided by channel relationship theory,omnichannel retail theory,distribution channel structure theory,and distribution channel conflict and cooperation theory,it conducts research on the distribution channels of HF Yonghui Supermarket.Firstly,summarize the research achievements and current research status of distribution channels in the domestic and foreign retail industry;Secondly,based on the relevant theories of distribution channels,conduct a thorough analysis of the current situation of Yonghui Supermarket distribution channels.Through investigation and research,it is clear that there are problems in the distribution channels of HF Yonghui Supermarket under the new retail background,such as conflicts between channels,insufficient logistics and distribution capabilities at the end,insufficient online channel drainage capabilities,and financial risks brought by online channels.In response to these problems,strategies for optimizing distribution channels are proposed,and a comprehensive channel system is constructed through the integration of enterprise marketing elements,information integration,and service integration;By leveraging the operational advantages of the community,controlling terminal distribution costs,improving the construction of front-end warehouses,and optimizing terminal logistics distribution;Through promotional activities to attract customers,improve the quality of warehouse services,and optimize online traffic through precise product selection and marketing;By strictly controlling the quality of product procurement,sorting out online logistics distribution business,strengthening the application of modern information technology to control distribution channel costs,and reducing financial risks brought about by the development of new retail.Finally,by comprehensively summarizing the development path of Yonghui Supermarket distribution channels under the new retail background,we hope to provide corresponding inspiration for other retail enterprises.