Research On The Transformation Performance Of Chen Guang Stationery Under The Background Of New Retail

In recent years,the development of China’s retail enterprises has been blocked frequently,facing many challenges.In order to get rid of the dilemma of declining turnover and decreasing number of stores,traditional retail enterprises began to contact the e-commerce field.However,as the development speed of e-commerce slows down and dividends decrease,the e-commerce field is approaching saturation.Pure e-commerce development will no longer have advantages,and the development of retail enterprises must find a new way out.In 2016,Jack Ma put forward the "new retail" model for the first time,which can solve the conflicts between physical retail enterprises and retail e-commerce enterprises by using the integration of online,offline and logistics,pointing out the direction for the further development of retail industry.Under the new retail environment,the development of stationery industry is also stuck in a bottleneck.The market competition is more fierce,and stationery enterprises have reached an inevitable stage of transformation and upgrading.Therefore,in order to cope with the changes in the industry environment and adapt to the background of retail transformation,Chen Guang Stationery carries out the transformation of new retail strategy.This paper analyzes the transformation process of Chen Guang stationery’s "new retail" strategy and studies the performance changes of Chen Guang stationery’s new retail strategy transformation.This paper adopts literature analysis method and case study method to study the transformation process and performance changes of Chen Guang Stationery’s new retail strategy.First of all,the paper summarizes relevant domestic and foreign literature,and expounds new retail,strategic transformation and corporate performance related concepts and theoretical basis,to provide theoretical support for the case analysis below.In addition,this paper introduces the commonly used methods of enterprise performance evaluation,and then chooses the performance evaluation methods of this paper,balanced Scorecard and EVA method.Secondly,the paper analyzes the case of Chen Guang stationery’s new retail strategy transformation,introduces Chen Guang stationery’s introduction and development status,studies the motivation and strategy of Chen Guang Stationery’s new retail strategy transformation,and summarizes the strategic layout of Chen Guang Stationery’s new retail strategy transformation.Thirdly,the performance of Chen Guang stationery’s new retail strategy transformation is analyzed based on the four dimensions of BSC.In the financial dimension,from the perspective of general financial performance analysis,the financial statement items and financial performance evaluation indicators are analyzed.Then,from the perspective of EVA performance,the changes of Chen Guang Stationery creating wealth for shareholders and value for the enterprise in the process of strategic transformation are studied.In the customer dimension,we mainly consider the needs of customers and analyze the changes of brand value,industry ranking and market share of enterprises from the perspective of market.In the dimension of internal process,the change of enterprise sales channel and product end is studied,and the change of enterprise R&D and innovation is analyzed.In the dimension of learning and growth,it mainly studies the changes of employee productivity,educational level and enterprise talent cultivation before and after strategic transformation.Finally,by analyzing the performance of Chen Guang stationery’s strategic transformation,this paper summarizes the effect of Chen Guang Stationery’s strategic transformation under the background of new retail,providing inspiration and help for other enterprises trying to carry out the transformation of new retail strategy and have already carried out the transformation of new retail strategy.The research shows that Chen Guang stationery’s new retail strategy transformation conforms to the development trend of the industry,improves its strategic layout,and has a certain scale and competitive advantage.The general financial performance of Chen Guang Stationery is good,and its operational and development capabilities have been improved.Chen Guang Stationery EVA has also increased significantly after the strategic transformation,and its overall financial performance has been improved.At the same time,the morning stationery non-financial performance also has obtained certain achievements,strategic transformation to make its employees to improve production efficiency,but also to expand sales channels to upgrade,the industry ranks of the enterprise,brand expansion,market share gradually increase,the morning stationery new retail strategy transformation enhanced the overall performance of the enterprise.On the whole,the advantages of Chen Guang stationery’s strategic transformation outweigh the disadvantages under the new retail background.Chen Guang stationery has successfully realized the strategic transformation from stationery to cultural innovation with brand as the core.