Research On The Transformation And Effect Of Suning E-commerce Smart Retail Model

Since the O2 O transformation upsurge of traditional retail industry in 2013,the e-commerce enterprises in China have experienced explosive growth,and the network economy has gradually weakened.Both physical retail and online retail have entered the stage of slow development.When the transformation of O2 O mode encounters a bottleneck,Chinese retail enterprises have carried out transformation one after another in order to meet the new needs of consumers and adapt to the development of the times.Zhang Jindong,chairman of Suning e-commerce,put forward the concept of "smart retail" in March 2017,indicating that Suning e-commerce will deepen the transformation of O2 O mode and make a new change.Smart retailing is to use Internet,big data and other technologies,focus on consumers' experience,channel online consumption to offline consumption,and provide consumers with accurate and personalized services more efficiently.This paper studies the transformation and effect of Suning e-commerce's smart retail mode,and puts forward suggestions for the problems existing in the transformation of Suning e-commerce's smart retail mode,so as to provide reference for the retail enterprises that are also in the bottleneck period of internet economy in China.This paper first studies the relevant theories of smart retail,then analyzes the transformation of Suning e-commerce smart retail,analyzes the changes of customer groups,product services and competitiveness before and after Suning e-commerce implements the smart retail mode,and then analyzes the financial effect and market effect respectively based on Suning e-commerce financial data and relevant market data,and then summarizes the advantages and problems of Suning smart retail,and put forward relevant improvement suggestions for the existing problems.Through research,this paper finds that Suning e-commerce has formed amarket layout of all channel sales and all business operation,which is worthy considering for other enterprises.However,there are still problems such as increased risk of capital chain,low profit quality,weak operation ability,and insufficient market share.In view of these problems,this paper puts forward the appropriate expansion to reduce the risk of capital chain and optimize the profit structure to improve the quality of profit,quantity,inventory,accounts receivable turnover and market competitiveness.