This study takes Jiuxian Group, a distribution enterprise in the liquor industry, as the research object and explores the mechanism of niche transition of the distribution enterprise in the era of digital economy. The findings are as follows: The stages of occupation, movement, deepening and expanding the niche transition of circulation enterprises are the result of dynamic matching between the environment and the enterprises. Faced with the complex and changing external environment of the digital economy era, distribution enterprises can adapt by actively engaging in ambidextrous learning and flexibly adopting exploratory and exploitative learning strategies in the sub-units of technology, channels and brands. With channel advantages accumulated through ambidextrous learning, circulation enterprises can implement backward supply chain integration through the evolution of the identity of “supporter—collaborator—leader”. The backward supply chain integration not only helps distribution enterprises to keep up with the era in the spiral of “ambidextrous learning—backward supply chain integration—niche transition” by playing the role of articulation, but also provides a feasible path for distribution enterprises to build ecosystems.