Challenges and Changes in Supply Chain Management for Retail Enterprises in the Digital Era

In recent years, "new retail", "smart retail", "unmanned retail", and other retail digital innovations have emerged, which inject new vitality into the retail industry and promote the development of the economy and social progress. However, with the increasing competition in the market, retail enterprises are facing the challenge of increasing product homogeneity. Therefore, how to maintain a leading position in this environment has become a pivotal problem for retail enterprises to solve. Moreover, establishing an effective supply chain can provide consumers with excellent performance and affordable products; establishing advanced logistics and distribution mechanisms and providing perfect after-sales service are the pivotal factors for enterprises that can win in the fierce market competition. This paper will explore in depth the current challenges of supply chain management for retail enterprises and propose strategies for change in supply chain management for retail enterprises.