The Study On Risk Management And Control Of New Tea Drinking Enterprises Under The "New Retail" Model

With the continuous development of economy and digital technology,the "New Retail" model with the optimization of consumer experience as the core has emerged.After the outbreak of the COVID-19 epidemic,new development opportunities have been brought to the retail industry.Due to the improvement of residents’ consumption level,their consumer demand for the diversification,personalization,quality,branding and convenience of consumer products and services is also increasing,and new types of tea drinks that are different from traditional tea drinks have emerged in the tea industry.Tea,the new type of tea,has developed rapidly and has its own industry characteristics in the past ten years with a variety of driving factors.Behind this opportunity,there are various risks in the industry due to its short development time.This paper adopts the method of case study,taking Nayuki tea,the first of the new tea drinks under the typical "new retail" model as an example.and risk management steps for risk response,to study the risks of Nayuki tea.The research conclusion of this paper is that Nayuki tea mainly has the following risks:(1)Financial risks: mainly include the high debt repayment pressure,continuous loss,high valuation risk,and the right-of-use assets and assets formed by the application of international accounting standards A series of risks brought by lease liabilities;(2)Operational risks: including product research and development,mixed and diversified business models,direct sales models,excessive marketing expenses and risks in business adjustment;(3)Strategic risks,mainly including strategic risks Risk of backward formulation and inconsistent implementation of specific strategies;(4)Legal risk: mainly three risks in food safety,fire safety and labor protection;(5)Market risk:mainly from among the leading brands in the same industry,The competition risk brought by the impact of waist brand and sinking market brand and the threat of substitutes.Among all the risks,the profitability risk,high valuation risk,continuous operation risk,food safety violation risk and industry competition risk of Nayuki tea belong to the "high risk" level.Suggestions on how to deal with the risks of Nayuki tea.Put forward targeted suggestions from five aspects: capital structure,digital empowerment and sustainable operation ability,strategic selection and implementation,compliance operation,corporate governance and internal control to improve its risk management and control capabilities and promote its sustainable development.On the one hand,the significance of the research is to fill the gaps in the field of case studies and risk management of new tea beverage companies under the "new retail" model;on the other hand,it helps to help the Chinese retail market,which is currently affected by the epidemic and the low competitiveness of the traditional retail industry.Find the development point of experience,stimulate the vitality of the market,and provide a certain reference for the risk management and future strategic choices of other "new retail" enterprises in the new tea beverage industry.