| The retail industry has always been concerned about and has an indelible role in the development of China’s national economy.However,with the rapid development of the market economy and the continuous increase in the popularity of the Internet,people’s degree of use of the Internet and the degree of reliance on online shopping have increased.From the original pursuit of price to the pursuit of quality and service.In this context,the development of physical retail enterprises has been slow to develop due to geographical constraints,and even suffered from the impact of e-commerce.Therefore,the transformation of physical retail enterprises is urgent and arduous.Under this circumstance,the combination of online and offline O2O models has emerged.It is also being used by more and more companies and can effectively combine the advantages of online and offline to boost the development of enterprises.However,the blind follow-up transformation has also brought about a crisis of survival for many companies to some extent.Therefore,this paper selects Suning Tesco,a leader in the retail industry,as the research object,analyzes the financial performance of the company before and after the transition to O2O model,and analyzes the impact of the O2O model on the financial performance of the company and may exist during the transformation process.It is hoped that it will provide some enlightenment and reference for the transformation and development of the entity’s retail industry based on the analysis of Suning’s e-commerce.This article first defines and expounds the related concepts and theoretical basis of O2O and financial performance.Then it analyzes the status quo of the retail industry and the development of O2O model,followed by a brief elaboration of the transition process of Suning.Secondly,from the financial statement structure and financial indicators,comprehensive analysis and evaluation of the financial performance changes before and after the Suning’s O2O transformation,the analysis of financial statements mainly analyzes the reasons for the changes in the company’s balance sheet,income statement,cash flow statement data.The analysis of financial indicators mainly analyzes changes in performance through changes in profitability,operational capacity,solvency,and development capabilities.Through the analysis of Suning’s e-commerce,this paper finds that Suning’s short-term after the transition to O2O has a problem of declining profit quality and high cost,but through analysis we can understand the flaws of the company in the early stage of transition.This is any transformation.The company must go through the process.Based on the above problems,this paper proposes the following suggestions: to deepen the "electricity" operation on the basis of optimizing the user experience;to build economies of scale to reduce costs and increase efficiency;and to strengthen the management of the company’s capital structure.Through the study of Suning’s transitional O2O model case,the following conclusions are drawn: Suning’s O2O transition is a correct choice from the perspective of market background and economic development.The company’s O2O model is used and improved.It will surely boost the sound development of enterprises;but at the same time,we cannot ignore the pain caused to enterprises by the time lag of economic recovery in the process of enterprise transformation.After researching Suning’s e-commerce transformation,the author has more profoundly understood the process of O2O transformation and the problem of retention in physical retail enterprises.Therefore,this article puts forward several suggestions for traditional physical retail enterprises: change the traditional business thinking and speed up "Internet + retail" process,based on the company’s advantages,innovation model integration,timely adjustment of development strategy,and prevent financial risks.It is hoped that the study of this paper will provide a certain reference for the transformation and development of other entities’ retail enterprises to some extent. |
