| With the development of market demand and science and technology,retail enterprises have been greatly impacted.In order to seek better development and break through the corporate dilemma,these enterprises have to think about new development directions.In 2016,"new retail" entered the public’s vision,and retail enterprises saw the dawn of development.In the following years,many retail enterprises began to actively explore new retail transformation.Therefore,in this context,how to judge the economic benefits of retail enterprises after the new retail transformation has become the focus of stakeholders.Based on the theory related to the new retail transformation and earnings quality,this paper takes Hongqi Chain Company under the background of the new retail transformation as the research object,and starts from the profitability,sustainability,growth,cash security,security and stability of earnings quality,selects appropriate financial indicators,and constructs a comprehensive evaluation indicator system of earnings quality.Then,select the financial data of 8 retail listed companies with the same segment from 2018 to 2021 as the horizontal sample;Select the financial data of Hongqi Chain from 2014 to 2021 as the vertical sample;Then,we use factor analysis to build a comprehensive evaluation model of earnings quality.Finally,through horizontal and vertical comparison,this paper evaluates the earnings quality of Hongqi Chain under the new retail transformation.Finally,it is found that under the background of new retail transformation,the earnings quality of Hongqi Chain is generally good,but there are still some deficiencies in earnings quality,sustainability,security,stability,etc.,and there is still much room for improvement.The main reasons for these problems include: First,the cost is too high;Second,insufficient cash guarantee;Third,risk control is not in place.Finally,aiming at the causes of these problems,this paper puts forward some suggestions for Hongqi Chain to optimize the earnings quality under the background of the new retail transformation: first,strengthen the cost and expense control of Hongqi Chain by controlling the growth rate of the number of stores,improving the rental ratio of stores,reducing the labor cost of stores,strengthening the management planning of store layout,etc.Second,improve the cash guarantee of Hongqi Chain by improving the cash turnover efficiency,stabilizing the cost of cash,strengthening cash management and other methods.Third,the risk management and control level of Hongqi Chain will be improved by strengthening risk control,improving risk response ability,strengthening risk management and other methods.Through the research on the evaluation of the earnings quality of Hongqi chain companies in the context of the new retail transformation,this paper hopes to help them improve the benefits of the new retail transformation and optimize the earnings quality,and also hopes to provide some reference for other retail enterprises. |
