Faced with the common pain points of traditional chain retail enterprises in the context of digital transformation, such as distorted inventory information, insufficient customer insights, separation of online and offline businesses, slow supply chain response and extensive marketing, this study takes the XX brand as a case study, aiming to explore its effective path to achieve digital transformation through innovation in operating models; in terms of research methods, firstly, by building an omni-channel real-time inventory visualization platform to integrate store and online inventory data, and then establish a detailed customer portrait and demand forecasting system based on multi-source data (sales, membership, behavior), and then design and implement an intelligent replenishment system to optimize supply chain response, while connecting online and offline business processes and implementing personalized marketing strategies based on customer segmentation. The implementation results show that the average daily inventory turnover rate of XX brand stores in the pilot area has significantly increased to 0.356, the out-of-stock rate of goods has dropped significantly to less than 7%, and the accuracy of demand forecasting has increased to an average daily accuracy of 86.7%; XX brand has effectively improved operational efficiency and customer experience by systematically reconstructing a new operating model with data-driven inventory management, demand forecasting, intelligent replenishment and precision marketing as the core.

Dandan Tian. Innovation of Operating Models of Chain Retail Enterprises under the Background of Digital Transformation—Taking XX Brand as an Example. Academic Journal of Business & Management (2025), Vol. 7, Issue 8: 157-163. https://doi.org/10.25236/AJBM.2025.070818.

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