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Study on Retail Channel Strategies in the Food Manufacturing Industry amid the Digital Economy

Weilan Cui, Hongqian Cheng, Jiahui Ji


In the context of the digital economy, the retail channels of the food manufacturing industry are undergoing significant transformation. Traditional channel advantages are diminishing, while emerging channels such as e-commerce platforms and social media are rising,
bringing both opportunities and challenges to the industry. Taking Wolong Food as a case study, this research explores how to flexibly adjust
retail channel strategies to achieve brand expansion and market enhancement. The study aims to provide insights and recommendations for
the food manufacturing industry to adapt to the development of the digital economy era.


Digital economy; Food manufacturing; International retail channels

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DOI: http://dx.doi.org/10.18686/fm.v9i2.12468