Research On Financial Strategy Under The Background Of Suning's Cloud Business Strategy Transformation

Since 2000,along with the rapid growth and rapid development of e-commerce in China,the Internet has played a crucial role in improving commercial efficiency of information transmission and eliminating information barriers.Technological progress on the efficiency of business operations is obvious,for the retail chain in the commodity flow,the core competitiveness lies in how the opponent can be more efficient,lower cost to provide consumers with high-quality goods and Services,while optimizing the upstream suppliers and cooperative relations in order to achieve their own commercial value,and profit.Suning as a pioneer and leader in China's retail industry,deep plowing retail industry for more than 20 years,a profound sense of the development of e-commerce gradually weaken its own channel advantages,but also to the physical chain stores brought more heavy competitive pressure.Trends to replace the advantages of the enterprise can not escape the fate.In this context,conform to the development trend of e-commerce,combined with their actual situation has become the strategic transformation of Suning since 2009,the company's main theme of development.The company put forward a differentiated "O2O,all categories,the whole channel" integrated Internet retail model,in order to seek long-term development and the establishment of a more complete based on the essence of retail core competitiveness system.This paper firstly analyzes the ins and outs of the whole strategic transformation process of Suning,and then analyzes,evaluates,makes suggestions and summarizes the financial strategy carried out in the background of Suning strategy transformation.On the one hand,the financial strategy as a core function of the enterprise strategy,its in-depth analysis of financial data can be supported in the case of quantitative observation of the strategic transformation of enterprises;the other hand,the financial strategy,Based on the above analysis can be the next step to take the financial strategy to put forward a reasonable,systematic and targeted recommendations to help the financial strategy theory and business practice combined.From the conclusion of this paper,since the implementation of the strategic transformation of Suning,the investment direction,the intensity of the financing,the scale and the hourly situation,and the strategy of dividend distribution have changed significantly compared with the strategic transformation.To be sure that its financial strategy is in line with the company's overall strategic transformation of the overall goal of matching,and the company's strategic transformation process to play a supporting role.In addition,the company's overall profit performance in recent years is very low but there is a good trend,the reason is that a large number of core retail business around the logistics,financial IT and other extended business investment has not yet reached the profitability of the harvest period,the new Retail ecosystem is still gradually building,but also in the forward groping.At the same time can not be denied that the Internet retail industry around the market share of the fierce competition on the company's profitability in recent years has brought great pressure and influence(compared to JD).Core retail business performance changes mainly concentrated in the rapid growth of online business income,business expansion and so on.To sum up,the author believes that Suning in accordance with its own strategic transformation objectives to build a matching financial strategy and in the gradual implementation of the company's strategic transition since the short-term financial performance fluctuations,but the main retail business remains Steady growth trend.The overall strategic transformation of the company there is a certain degree of uncertainty,taking into account the Suning scale and industry competition,the need for strategic transformation of the success or failure is also placed in a longer timeline to observe,to an objective measure and judgments,at least not based on short-term performance of poor performance of its strategic transformation to be denied.