Research On The Profit Model And Financial Evaluation Of PEACEBIRD Company Under The New Retail Background

With the continuous updating and upgrading of internet technology,consumer demand is also constantly changing,and new forms and models of consumption characterized by online shopping,mobile payment,online and offline integration are rapidly developing.As early as 2016,the General Office of the State Council issued Document No.78,"Opinions on Promoting the Innovation and Transformation of Physical Retail"(Guo Ban Fa No.201678).The "Opinion" has prompted major clothing companies to explore new sources of profit and actively transform into new retail,indicating that in the current retail context,the integration of traditional retail and e-commerce enterprises has become a trend.Therefore,it is necessary to explore new profit models for the retail industry and find new ways out for its development.The effectiveness of the profit model also requires evaluation of the financial data.This paper selects PEACEBIRD,which has an excellent application of the new retail profit model in the clothing industry,as the research object.On the basis of analyzing the reasons for its transformation of the new retail profit model,the current profit model of PEACEBIRD is obtained through the analysis of the five constituent elements of the profit model.At the same time of retail innovation,if we want to conduct financial evaluation more accurately and scientifically,we need PEACEBIRD to adopt financial analysis and evaluation methods that can better reflect the enterprise value.After comparing various financial evaluation methods,financial analysis and evaluation are carried out with EVA method to judge the success of PEACEBIRD ’s profit model exploration.So far,the new profit model PEACEBIRD has been looking for is suitable for its development in the new situation,but it still has some problems after the new retail transformation.This paper will also put forward corresponding suggestions for these problems,which will also have some reference significance for other enterprises in the clothing industry to transform the new retail model.