The Financial Strategy Research Under The Asset-light Business Model For NIKE Company

With the economic development, as well as the progress of modern industry, the Internet industry contribution to GDP continued growth, the current structure of China’s economy is increasing steadily in the direction of the transformation. A new economic reform is taking place and traditional market situation will be broken. When China’s growth flattens out, we need to find new economic growth stimulus, from the stimulus of traditional consumption, investment and export to a higher level of development. In order to help enterprises to achieve their development space, they must learn how to adapt to the current situation by changing to a better business model. The model of light asset is currently a very popular business model, with low inventory, high cash reserves to realize a new economic growth point. Gaining profit by traditional scale effect or reducing price is no more a good choice, during a new five year plan, how to win the market with soft power and improve the return on assets, at the same time, achieve long-term and sustainable development has become extremely important. This kind of business model enables enterprise to obtain inexhaustible source, thus to improve enterprise’s overall value.This article analyses from the Nike light asset mode, mainly, by case study and comparative study, studying the existence of the Nike asset light including the advanced supply chain management, priority on marketing investment, outsourcing and globalization. The article also analyzes its asset light commercial mode of financial strategy, and compare with large domestic sports brand Li Ning’s financial performance, And through the comparative analysis of financial strategy with light assets business model to maximize the enterprise value of the conclusion, and conclude several suggestions like exploring light assets, focus on high value-added industry and supply chain.