Research On The Financial Strategy Of Suning.com's Omni-channel Transformation

Now the Internet is in a stage of rapid growth and drastic changes,in China's online retail market,the areas of mobile shopping is instantly penetrate into the market,attract offline flow so as to occupy the market,gradually change the way consumers shopping thus become the mainstream of shopping at the same time,consumer demand is also rising,they want to spend the least amount of time,in the simplest way to quickly get what they need goods if you want to get rid of the crisis,traditional retail channel transformation as a whole has is the trend of The Times,but only a few successful transformation Effective use of funds is an important part of enterprise transformation,so the choice of financial strategy at different stages of enterprise transformation is not to be underestimated.A good financial strategy can effectively reduce the financial risk of the enterprise,keep the enterprise in a better financial position,and help the enterprise successfully complete the transformation to omni-channel.Based on Su Ningyi purchase as the research object,this paper focus on the financial strategy how to implement the whole support retail channel transformation Su Ningyi purchase had changed twice since it was founded in 1990,representing Su Ningyi purchase whole channel transformation at different stages of the process,every change of name as time node to analysis of the various stages of the financial strategy,explain Su Ningyi purchase every time changed its name from the perspective of value chain and transformation,with expansionary financial strategy theory to explore Su Ningyi purchase each transition clever financial layout,based on the ability of remodeling theory respectively from type Potential advantage and possible risk analysis of each phase of the financial strategy brought about by the application of the results.With the rise of the Internet and the arrival of the financial crisis,suning began the transformation of multiple channels.A series of large-scale acquisition activities expanded the market and increased the product category.With the mainstream of online shopping and the change of consumer demand,suning cloud business started the multi-channel transformation of online and offline coordinated development.The financing method of after-sales and lean-back increased the number of stores,invested in ali to integrate online traffic,and cooperated with Evergrande to expand the type of stores,thus successfully completed the multi-channel transformation.The emergence of smart retail based on the application of Internet Internet of things big data and artificial intelligence technology has enabled suning tesco to start the transformation of smart retail model.The cloud store is going down and the small store is expanding to seize the market of band 4 and band 6.At the same time,the financial strategy Su Ningyi bought the whole channel under the support of the successful transformation also provide experiences for other retail restructuring,transformation and development trend of retail industry to comply with the expansionary financial strategy to support the transformation of all channels,different stages of transformation to match the corresponding financial strategy,financing first,then investment,good at using stock resources transformation for the enterprise to raise money.