Research On The Impact Of Omni-Channel Retailing Model On The Corporate Performance

In recent years,traditional brick-and-mortar retail enterprises have been impacted by e-commerce.Many enterprises have gradually closed some inefficient stores and tried to develop online retail.The development of online retail also tends to mature,the online demographic dividend has been nearly saturated,some ecommerce enterprises began to layout offline physical stores.Retail enterprises have begun to try to integrate online and offline development.Brick-and-mortar stores embrace the Internet,e-commerce companies join hands with brick-and-mortar stores,and omni-channel retailing has become a trend of retail enterprise transformation.Omni-channel retailing means that enterprises combine and integrate sales through as many channels as possible,including online channels and offline channels,to provide consumers with undifferentiated experience and meet their shopping,entertainment and social needs.Omni-channel retailing model is a retail model that integrates online sales channels and offline sales channels.It is now one of the developing direction of the retail enterprise transformation.Three Squirrels is one of enterprise actively practice the omni-channel retailing model,as the pioneer of leisure food industry,the omni-channel retailing model of Three Squirrels is representative,therefore this article selects Three Squirrels as object of case study,review and summary literature of omni-channel retailing.Combined with relevant theories,this article analyzes the motivation and process of Three Squirrels’ transformation into omni-channel retailing model,and deeply studies the economic consequences brought by the omni-channel retailing model to Three Squirrels,and analyzes how it affects corporate performance.Through research,this article finds that the motivation of Three Squirrels’ transition to omni-channel retailing model is the change of consumer demand and the slowdown of online retail growth.In the transformation process,Three Squirrels increased the number of channels,including offline channels,such as opening offline experience stores and Squirrel alliance stores,and online channels,such as online B2 C mode and unified warehousing mode.At the same time,it transformed the supply chain,strengthened the construction of logistics system,and consolidated and strengthened supply chain management.And these measures also have a certain impact on the performance of enterprises.In terms of short-term market reaction,the market reacted positively to the information that the turnover of Three Squirrels omni-channel exceeded 10 billion yuan.From the perspective of financial performance,the expansion of channels helped Three Squirrels to expand the market area and increase the operating revenue;The optimization of supply chain made the turnover of assets speed up;The benefits brought by the transformation to the enterprise were gradually apparent.After the transformation to omni-channel retailing model,the economic value added of Three Squirrels had improved.In terms of non-financial performance,the market share of Three Squirrels had increased,and consumer satisfaction was also relatively high.Overall,the omnichannel retailing model has brought good results to Three Squirrels.However,there are some problems at the same time.Due to the large investment in transformation,the cost of Three Squirrels increased rapidly,and the cash flow pressure was greater.In order to solve these problems,this article puts forward relevant suggestions.From the case of Three Squirrels,it can be found that the omni-channel retailing model has influenced enterprises from different aspects,which can be used as a reference for other retail enterprises that have not been transformed or are undergoing transformation,and can promote the transformation and development of retail enterprises.