Research On Profit Model Transformation Of Three Squirrels Under The Background Of New Retail

With the gradual popularization of Internet technology,e-commerce has begun to rise,making traditional industries suffer heavy losses.However,several years have passed,the original network dividend has gradually peaked,coupled with the continuous upgrading of China’s consumption,whether it is a traditional retail enterprise or an online e-commerce enterprise has entered a bottleneck period of development,the traditional profit model can no longer meet the current development needs,so it is urgent to find a new way out of development.In 2016,the concept of new retail was first proposed and attracted widespread attention from all walks of life."New retail" refers to the omni-channel integration of "online + offline + logistics" through modern advanced Internet technologies such as big data,so as to achieve complementary advantages,thereby breaking the current insurmountable impasse in each single channel.Three squirrels are typical enterprises in the new retail transformation of China’s leisure snack retail industry.Taking three squirrels as a case study,this paper analyzes the transformation of the new retail profit model of three squirrels through the literature research method and the case study method.Through the background analysis of the research cases,combined with the research of relevant literature and theories at home and abroad,it is determined to study the characteristics and content of the profit model of the three squirrels in the new retail market environment from the four aspects of consumer demand,profit creation,strategic deployment and business development.Second,it uses its publicly disclosed financial data to assess the financial effects of the transformation of the profit model,analyze the problems hidden by the existing model,and eliminate improvement suggestions for these problems.Finally,through the study of three squirrel cases,the enlightenment for industry-related enterprises was summarized.