Research On Cost Control Of "new Retail" Enterprises Based On The Perspective Of Value Chain

In October 2016,Jack Ma,chairman of the board of Alibaba,first proposed the concept of "new retail" at the Alibaba cloud conference."New retail" drives the transformation and upgrading of traditional retail and e-commerce retail,stimulating the development of China's retail industry."New retail" is a retail mode that takes consumer demand as the core,makes use of cloud,Internet,terminal and other modern basic information facilities,realizes Omni-Channel marketing by opening online and offline retail channels,and realizes efficient operation of the whole industrial chain and reasonable allocation of resources by driving production in reverse with consumer demand.At present,the "new retail" enterprise is in the stage of rapid development,the cost problem has become an important factor restricting its sustainable and healthy development.Based on the perspective of value chain,this paper analyzes the cost control of "new retail" enterprises,provides a new idea for the cost control and management of "new retail" enterprises,and uses the value chain analysis method to deconstruct the value chain of "new retail" enterprises into procurement.Sales,logistics and other seven links,from the internal and external dimensions of the above seven links to carry out analysis,in-depth exploration of its cost control problems,and then from the logistics,capital flow,Information flow and other three aspects of the construction of "new retail" enterprise cost control optimization system.Finally,Sanjiang Shopping,a representative "new retail" enterprise,is selected as a case,and based on the above research thoughts.The cost control problem of the case company is analyzed,and then the corresponding optimization measures are put forward.In this paper,through the analysis of the value chain of the "New Retail" enterprise,it is found that the cost control of the current "New Retail" enterprise mainly has the increase of the sales promotion investment,the increase of the receiving cost,the rapid expansion of the offline experience store and the serious imbalance of the rent,and the logistics infrastructure is not perfect,And the like.Based on the view of value chain,this paper constructs the optimization system for the cost control of the "New Retail" enterprise from three aspects oflogistics,capital flow,information flow and so on:(1)the logistics optimization measures are to improve the intelligence of the logistics system,the level of automation and the introduction of professional talents;(2)The optimization measures of information flow are to increase investment in R & D,introduce technical talents,and pay attention to the value of consumption data,etc;(3)The optimization measures of capital flow are to increase sales promotion,to speed up the turnover speed of capital,to reach a strategic cooperation agreement with suppliers,and to improve the management level of accounts payable.