The Identification And Prevention Of Financial Risks During The Period Of Traditional Retailing To O2O Model

With the advent of the era of big data,especially the rapid popularity of mobile Internet,the development of market economy presents a brand-new posture,the development of traditional retail business has been hit,and explore the transformation towards the O2 O business model.In the process of transforming enterprises O2 O,financial risk is objective existence and inevitable,fast accurate identification of risk and for effective control of financial risk is the traditional retail industry O2 O plays an important role in promoting the successful transformation.Especially in the early stage of enterprise transformation,the market environment is complex,and financial risk management and control are particularly important.Based on the transformation of O2 O relatively typical commercial retail enterprises,S company as a case study object,from the concept of O2 O mode and the basic theory of financial risk management,based on the S company during the period of transformation from 2010 to 2016 financial data analysis,financial risk to determine the transition for the financing risk,investment risk and capital operating risks.Through the research,it is found that,in terms of financing,S company has a strong bargaining power with suppliers before the O2 O transformation,which can pass on the cost of raising funds to the supplier,which is known as the class financial model.But with the development of the Internet business,the company S,like all retail businesses,the suppliers bargaining power is weakened gradually,it has been proved that this kind of financial model to the company S not incremental funding successful transformation.However,the transformation of enterprise O2 O requires a large amount of capital investment.In the short term,S company has accumulated a large amount of debt,unbalanced debt structure and excessive use of financial leverage.In terms of investment,S company is completely transformed into a heavy asset enterprise by the former light asset enterprise,because the online and offline development strategy needs to invest a lot of capital.S company USES is organically combined investment strategy of development and expansion of exogenous type,but changeable electric dealer market environment makes the company S soon drawn into the price war of blindly burning money,the investment risk to the company S is mainly the investment profit level does not meet the expected return,risk,and the risks of external electrical business vicious competition;In terms of capital operation,based on the development of online collaborative strategy,company S construction of a large amount of logistics storage base,has caused a dramatic increase,compared with before inventory increased the time value of capital pressure.The other O2 O transformation will lead to the increase of bad debts.The liquidity and guarantee of accounts receivable are greatly reduced,and the operation capacity of S company in the transition period needs to be improved.In this paper,through analysis of the financial statements of the company S in the transition period data,on the face after a qualitative identification of financial risks,and through the efficacy coefficient method to quantify the financial risk during the transition to assess,finally the financial risk of the company S transition period as the p level.Based on the above research,this article separately from the financing risk control,risk control,capital operation risk control three angles,the company S O2 O during the transformation in the prevention of financial risks and management Suggestions,hope company S innovative financing measures in terms of financing,and apply diversified financing strategy,the debt structure control in the reasonable scope,thus lowering servicing risk;In terms of investment,we should pay attention to the feasibility analysis of investment strategy,establish a strict approval mechanism for investment projects,and establish a matching investment plan with the company's financial situation.In terms of capital operation,appropriate use of financial leverage to strengthen capital operation control in marketing and procurement links.