Research On Value Creation Path And Financial Performance Of Customized Furniture Enterprises Under New Retail Mode

Today,with the continuous development of the Internet,people have become accustomed to e-commerce,while the traditional retail store management method can no longer bring more profits to merchants,leading to the emergence of the new business form of "new retail".Compared with advanced countries such as Europe and the United States,our online and offline integration is in the forefront.In recent years,in the Opinions on Accelerating the Transformation of Online and Offline Consumption,it has been proposed to promote the "people-oriented" consumption.With the continuous deepening of urbanization,the improvement of residents’ income level,and the upgrading of furniture product consumption,the country will continue to promote furniture decoration and consumption.At the same time,the rapid integration of new technologies such as big data,cloud computing,and artificial intelligence with traditional industries has resulted in a variety of new business models,which has caused tremendous impact and challenges on the development of traditional industries.At present,in the context of the new development pattern of "accelerating the establishment of a major domestic cycle as the main body,and promoting both domestic and international cycles",customized furniture companies have begun to adjust their business models,focusing on promoting the development of new retail models.How to innovate the value creation path through platform transformation and establish a new retail model that can effectively optimize financial performance is an urgent issue for customized furniture companies.Based on the research conducted by scholars at home and abroad,this article selects Shangpin Home Collection,a leading domestic customized furniture enterprise,as the research object.Based on the value creation theory,it presents the process of using digital technology to carry out the platform transformation and construct a new value creation path under the new retail model of C2B+O2O in three steps: users,production factors,and value networks.Through horizontal and vertical financial performance analysis of Shangpin Home Collection,Validated the value creation effect.The purpose of the study is to summarize the universal experience of value creation path innovation and optimizing financial performance based on the successful cases of Shangpin Home Collection,with a view to playing a positive guiding role in the transformation of similar enterprises.In addition to the conventional literature research method and case analysis method,the research method introduces financial indicator analysis method and principal component analysis method to replace traditional methods.Through research,the author summarizes four remaining issues in value creation of Shangpin Home Collection and proposes suggestions for optimizing and improving value creation based on the new retail model:(1)The value judgment is not accurate enough,and it is necessary to increase the profit point gross profit margin;(2)Failure to adhere to the value proposition and the need to increase the level of research and development investment;(3)The value creation effect does not meet expectations,and internal transaction costs need to be reduced;(4)The new retail system is not sound enough and requires a clear sales model.Finally,combining the results of the case study,this thesis proposes corresponding management implications for the customized furniture industry from three aspects: users,employees,and technology,leading enterprises to enter new business models,enabling them to have more potential value,thereby achieving value added for the enterprise.