Research on the Transformation of Traditional Retail Industry in the Context of Digital Economy -Taking Douyin as an Example

Abstract

During the COVID-19 pandemic, the government has introduced various measures to restrict people's travel in order to curb the spread of the virus. These bans make it difficult for the traditional retail industry to survive. However, the development of the digital economy has brought new opportunities to the traditional retail industry. As one of the media of the digital economy, Douyin can effectively help traditional enterprises out of difficulties. However, at present, for most traditional retailers, there are many difficult problems in the process of integrating and using new media. Therefore, this paper mainly summarizes the necessity of the transformation of the traditional retail industry from the perspective of the traditional retail industry, taking Douyin as an example, and analyzes the problems existing in the traditional retail industry in the initial stage of Douyin, such as insufficient content operation capability, difficulty in product selection, and scene setting. Finally, this paper analyzes how to solve the above challenges from the three dimensions of controlling "people," "goods," and "field". Finally, it puts forward countermeasures and suggestions for the transformation of merchants.