Study On The Financial Risks Of E-commerce Of Traditional Fresh Food Retail Enterprises

In recent years,along with the penetration of the Internet economy in all walks of life,the scale of China’s e-tailing is getting bigger and bigger.Traditional retail enterprises are struggling to survive in the dilemma of e-commerce squeeze,while secretly seeking a way to break out of the dilemma,and gradually developing a new retail model of "online+offline+logistics".Compared with the old e-commerce sales categories,fresh produce has low standardization,high price sensitivity,logistics and transportation difficulties,and other characteristics of natural confrontation with e-commerce sales,fresh produce industry has been the lowest degree of e-commerce industry.The outbreak of the new crown epidemic and the implementation of normalized control measures have accelerated the transformation of consumer behavior,and fresh produce e-commerce has become a new demand,and traditional fresh produce retail enterprises have accelerated the construction of e-commerce segment.For traditional fresh food retailers,e-commerce can broaden sales channels,improve operational efficiency and increase revenue sources,but at a deeper level,it involves a series of financial risks.With more traditional supermarkets laying out new retail tracks and building digital sales platforms,the financial risks and control measures in the ecommerce transformation of fresh food retailers need to be studied in more depth.Based on previous research on financial risks and operational performance of new retail models,this paper systematically explores the motives,history,risk transmission paths and changes in comprehensive financial risk levels of traditional fresh food retail enterprises’ecommerce transformation based on the characteristics of the fresh food retail industry,and builds a multi-dimensional and industry-specific financial risk evaluation system using a combination of quantitative and qualitative research methods,taking Yonghui Supermarket as an entity case.A comprehensive evaluation of the financial risks faced by the company is conducted and corresponding risk management recommendations are proposed.Based on the normative study and case analysis,the paper draws the following conclusions:(1)The motivation of traditional fresh food retail enterprises to carry out e-commerce can be divided into two aspects:on the one hand,they are forced to transform due to the stimulation of external environment,and on the other hand,they actively seek to upgrade their models due to the profit motive.(2)The impact of e-commerce of fresh food retailing on the financial risk of traditional physical enterprises can come from two levels:internal risk sources include digital input,supply chain management capability,heavy asset scale and product positioning and variety,while external risk sources include the relationship between enterprises and banks,the introduction of strategic investors and changes in the competitive environment;(3)Based on the scoring results of the comprehensive financial risk evaluation system constructed by the entropy value method,traditional fresh food The overall financial risk of traditional fresh food retail enterprises tends to decline significantly in the early stage of e-commerce,while the financial risk gradually rises in the later stage of development,and the integration of online and offline business is more difficult.Profitability risk and operational risk are on the rise as the e-commerce process progresses,while debt service risk and fresh produce inventory management risk are in line with the overall financial risk trend.Finally,we propose the following risk management recommendations:at the financing level,adjust the debt structure,prevent credit crises,broaden financing channels,and combine open source with cost cutting;at the investment level,clarify the investment position and do market research,abandon blind expansion and improve development quality;at the operation level,control costs and increase efficiency,expand the profitability of the enterprise,deepen the supply chain and improve refined management capabilities.At present,there are abundant studies on the financial risk of new retail mode,but few of them focus on the fresh food retail field,combining the characteristics of fresh food category and the difficulties of e-commerce to build a financial risk evaluation system.This paper broadens the research on the relationship between fresh food retail e-commerce and enterprise financial risk to a certain extent,and enriches the theoretical results related to the e-commerce of traditional entity enterprises.Meanwhile,with the improvement of digitalization and the development of Internet technology,the degree of fresh food retail ecommerce will become higher and higher.This paper grasps the hot spots of the times and selects the leading fresh food retail industry enterprise,Yonghui Supermarket,as the case study object,in order to provide effective reference for more fresh food retail entities to realize e-commerce transformation and healthy and benign development.