Research On Financial Risk Management Of Guirenniao Company Under The Background Of Strategic Transformation

With the growing enthusiasm of mass sports and fitness,the continuous improvement of people's living standards and the strong support of national policies,the upgrading of sports industry consumption has gradually become a trend.In this context,the sports shoes and clothing industry is facing both opportunities and fierce competition.It needs to face not only existing competitors in the industry,but also potential entrants in the industry.On the basis of having certain resources and capabilities,sports shoes and clothing enterprises have embarked on the path of strategic transformation in order to further develop and develop towards the direction of comprehensive service providers.The process of enterprise strategic transformation is usually long,which often involves changes in business model,business scope and organizational structure.At the same time,affected by multiple factors such as transformation direction,strategic positioning and investment decision-making,the process of enterprise transformation will also be accompanied by financial risks,and effective control of financial risks under enterprise transformation is an important guarantee for the smooth transformation of enterprises.The effective management of financial risk during the transformation can not only enable enterprises to discover the problems in the transformation process in time,adjust the transformation strategy dynamically,but also enable enterprises to develop continuously and stably,and finally realize the successful transformation.Guirenniao began to carry out strategic transformation after its listing in 2014.It changed from a traditional sports goods enterprise to a diversified sports group with coordinated development of various sports industries,tried to develop the layout of the whole sports industry chain,thus bringing new economic growth points to the company.However,during the period of strategic transformation,a large number of cross domain acquisitions and investments did not bring considerable benefits,which made the company's operation trapped In the vicious circle,the capital chain is facing great pressure,even the risk of delisting,with a wide range of impacts.The in-depth study of the financial risk of the guirenniao company under the background of strategic transformation is not only beneficial to the operation and management of the company,but also has certain reference significance for the financial risk management of sports shoes and clothing enterprises under the transformation.Based on the theory of strategic transformation and financial risk,this paper takes the guirenniao as a case study,and studies the guirenniao financial risk identification,financial risk evaluation,financial risk causes and financial risk control under the background of strategic transformation.First of all,identify the financial risks in financing,investment and operation during the transformation period of guirenniao,and find that there are certain financial risks in guirenniao;in order to comprehensively evaluate the financial risk level of the company,based on the financial statement data of guirenniao,this paper uses the hierarchical analysis method and the improved efficiency coefficient method to build a comprehensive financial risk evaluation system,according to the financial risk The financial risk is quantified according to the risk level,and the results show that there are serious financial risks in guirenniao.Then the causes of financial risks are analyzed based on the actual operation of guirenniao.Finally,the targeted financial risk control measures are proposed for the company based on the analysis results of financial risk identification,financial risk evaluation and financial risk causes.