THE IMPACT OF THE DEVELOPMENT OF THE DIGITAL ECONOMY ON RETAIL TRADE ENTERPRISES IN CHINA

After the international financial crisis, the world economy has entered a new stage of profound transformation. Against the backdrop of global penetration, cross-border integration, accelerated innovation and priority development, China's digital economy has made significant progress. High innovation of the digital economy will accelerate the penetration and integration of related industries, will form new models and new forms of business, will help optimize the structural structure of the economy of a country and the world. Retail is the closest commercial form of human livelihood, is an important driver of economic growth. In recent years, thanks to the rapid popularization of the mobile Internet, access to large data sets and other new technologies, retail has grown rapidly. This research examines the relationship, features of operation, and prospects for the development of the digital economy and retail in China. New models, forms of business, such as Internet road transport, e-commerce, Internet finance and intelligent logistics, have been formed to promote the development of services. Under the influence of the Internet, retail trade has undergone great changes: the convenience and intelligence of retail terminals have been improved, and the variety of retail services has been enriched. The Research Development Institute identifies six aspects of China's digital economy development: infrastructure, integrated programs, enterprise transformation, public administration transformation, regional development and digital governance. E-commerce companies should be encouraged to develop their own brand, strengthen cooperation with traditional retailers, which already have their own permanent reputation, a well-known brand. At the same time, appropriate platforms for business expansion in rural areas and international markets should be supported. In China, in today's business environment, the digitalization of the economy is the main vector of movement. Many relevant measures have been implemented in the country, especially in the retail sector, which require scientific support in the future.