Analysis Of The Transformation And Upgrading Path And Financial Effect Of China's Sports Goods Manufacturing Industry Under The Trend Of Consumption Upgrading

With the rapid development of the national economy,the income level of residents in our country is also constantly rising,which directly drives consumer purchasing power and consumption level transformation and improvement,and the behavior habits of modern consumers have gradually evolved into enjoyment and service consumption modes.Under this background trend of consumption upgrade,due to the lack of core key technologies,core business and brand influence,the traditional sports goods manufacturing industry is in a subordinate and dominated position in the global value chain.Its survival space is becoming increasingly narrow.In order to occupy a place in the fierce and tense market,enterprises should transform and upgrade from the production of traditional alternative high-products to new-type enterprises capable of producing innovative products with high-tech content.And realizing that the modern service industry has unique value,thereby increasing the added value of products,many sports goods manufacturing enterprises have begun to transform and upgrade from traditional labor-intensive OEM and assembly to service-oriented manufacturing.However,regarding how to transform and upgrade from manufacturing to service manufacturing,there is a lack of a comprehensive and complete reference model,and the transformation effect lacks strong support of financial dimension evidence.This article adopts a case analysis method,according to the related concepts of enterprise transformation and upgrading and literature review,selects ZHONGQIAN shares as a case analysis company,analyzes the path chosen for its transformation and upgrading,and uses the combination of EVA indicators and gray correlation analysis.This analysis method comprehensively evaluates the financial effects in the early and late stages of its transformation and upgrading.The main conclusions of this article are:(1)Research and analysis on the transformation and upgrading path of ZHONGQIAN shares from the perspective of upstream,midstream and downstream.Based on the value chain perspective,the research finds that the transformation and upgrading path selected by ZHONGQIAN shares is moving towards production and service.In addition,by analyzing its development status,the transformation and upgrading of ZHONGQIAN shares is relatively successful;(2)For the analysis of financial effects before and after the transformation and upgrading of the company,this article uses EVA indicators to conduct related research and finds that various financial indicators of ZHONGQIAN shares in the later stages of transformation and upgrading There is a downward trend,but the overall value-added of ZHONGQIAN shares is still developing in a favorable direction;(3)Through the analysis of gray correlation,select operating profit margin indicators to measure the company's overall financial performance,and analyze various financial indicators and The change in the degree of relevance of the operating profit margin indicator and the relationship with the financial performance of ZHONGQIAN shares;(4)It was found that the profitability and development ability of ZHONGQIAN shares in the initial stage of transformation and upgrading were good,but there were fluctuations in the later period.The net profit margin indicator of sales and the company's financial performance Relevance is at the forefront before and after transformation and upgrading.Through research and analysis,it is found that during the process of transformation and upgrading,there are still some potential problems.For example,due to the expansion of the business scope and investment scale in the late stage of transformation and upgrading,it has brought internal control risks and increasing sales and management costs to the company.There are financial risks associated with mergers and acquisitions.According to the problems existing in the transformation and upgrading process of ZHONGQIAN shares,relevant suggestions and enlightenments are put forward::(1)It is not appropriate to expand the scale of assets and business scope on a large scale during the stage of transformation and upgrading;It must be suitable for the current trajectory of the company's current development strategy;(3)While merging and acquiring related companies to improve the industrial chain,we must pay attention to the integration and use of related resources and do a good job of internal control management.