Financial Strategy Transformation And Implementation Effect Analysis Of YH Enterprise Under The Background Of New Retail

With the rapid development of e-commerce and the Internet,the traditional retail model has been unable to meet the new needs of today’s market.In response to this challenge,the Chinese government has issued a series of policies and guidance documents to encourage enterprises to innovate and transform,and realize efficient and flexible retail business models.At the beginning of 2020,the COVID-19 epidemic again brought a huge impact on the traditional retail industry,and the retail industry began to slow down its development,which was particularly difficult.On November16,2022,the slogan of "Digital-oriented,new-retail as the core,to promote the development of retail" was put forward at the opening of the China Retail Conference.New retail once again appeared on the commercial stage.As the core of enterprise development,financial strategy not only relates to the financial performance of the enterprise,but also directly affects the overall performance of the enterprise.Therefore,in the retail industry changes today,we should timely adjust and plan financial strategies according to the business model,to help enterprises achieve long-term development.YH Co.,LTD.(hereinafter referred to as "YH Enterprise")is a traditional entity retail enterprise.In 2015,it began to implement new retail transformation,and in 2017,it created a new retail layout of "super species" and "YH Life".It has achieved great success in the field of new retail and become a model in the industry.In this regard,this paper takes YH enterprises as the research object.On the one hand,it introduces the financial strategy of YH enterprises before and after the transformation under the background of new retail;on the other hand,it analyzes and evaluates the implementation and effect of financial strategy.Firstly,this paper expounds the research background and significance,reviews the literature related to the new retail model and financial strategy,constructs the research framework,and determines the research ideas.Secondly,the paper summarizes the development history,equity ownership and strategic cooperation of the research object,and combines the motivation of financial strategic transformation of YH enterprises under the background of new retail,including business layout and internal and external environment changes.On this basis,the paper introduces the path of financial strategic transformation of YH enterprises.Thirdly,on the basis of domestic and foreign scholars’ evaluation methods for the effect of financial strategy implementation,this paper establishes a vertical comparison by using financial strategy matrix,and constructs a horizontal evaluation system for the effect of financial strategy implementation based on factor analysis method.Finally,according to the evaluation results,the paper summarizes the reasonable points and improvement suggestions of financial strategy transformation under the background of new retail of YH enterprises.Through a comprehensive and objective analysis: the disclosure of annual report and financial characteristics of YH enterprise show that under the background of new retail,the enterprise timely chooses the financial strategy that matches it;Through the analysis of financial structure,the paper introduces the path of financial strategy transformation of YH enterprise under the background of new retail.By evaluating the implementation effect of financial strategy of YH enterprises,vertical comparison shows that YH enterprises keep increasing investment,promoting sales growth rate closer to sustainable growth rate.Horizontal comparison shows that YH enterprises rank in the top,especially in the aspect of profit distribution,which continuously enhances shareholders’ confidence and brings reputation to the enterprise itself.Finally,according to the implementation effect,the paper summarizes the enlightenment for other enterprises.