Appropriate　channel　strategies　can　help　to　improve　the　operational　efficiency　of　retail　firms　and　stimulate　the　domestic　demand　market.　To　study　the　sustainability　of　retail　enterprises　in　the　COVID-19　era,　this　paper　uses　the　data　of　29　Chinese　listed　retail　enterprises　from　2012　to　2021　as　a　sample,　and　uses　data　envelopment　analysis　(DEA)　to　evaluate　and　analyze　the　efficiency　of　the　listed　retail　enterprises　that　implement　different　channel　strategies.　The　results　of　the　study　show　that:　(1)　The　implementation　of　channel　strategy　will　re-integrate　the　information　flow,　capital　flow,　commercial　flow　and　logistics　of　enterprises,　and　affect　the　efficiency　of　enterprises　through　four　paths:　market　demand,　channel　resources,　channel　technology　and　channel　system.　(2)　The　implementation　of　dual-channel　strategy　enterprises,　in　the　short　term,　has　greater　technical　efficiency　than　single-channel　strategy　enterprises.　(3)　The　channel　integration　strategy　of　online　ordering　and　store　delivery　has　a　significant　positive　impact　on　the　overall　efficiency　of　listed　retail　enterprises.　(4)　The　inventory　turnover　rate　has　a　significant　positive　impact　on　the　overall　efficiency　of　the　listed　retail　enterprises.　The　level　of　accounts　receivable,　the　level　of　retail　technology,　the　level　of　investment　in　fixed　assets　and　the　size　of　enterprises　have　a　negative　impact　on　the　overall　efficiency　of　the　listed　retail　enterprises.