Research On The Impact Of Anta’s Business Model Transformation On Enterprise Performance

The vigorous development of information technology and social economy,as well as the changing demands of customers for products,lead to the increasingly fierce competition in all walks of life.In 2012,China’s entire sports equipment industry fell into a downturn,and the past business model of enterprises can no longer be a strong support for the current and future development,thus facing a severe inventory problem and profit crisis,China’s sports equipment companies are on the road to transformation.As the first successful enterprise in this transformation,Anta has always kept a timely attention to the market demand and consumer preferences,and accordingly made timely adjustments to the business mode and operation model of the Enterprise,so that it can become the leader in the industry and hold the position of the leader.Therefore,this paper will study and analyze the motivation and performance of Anta’s business model transformation in order to better understand the impact of business model transformation on the enterprise,and expect to be able to other sporting goods companies to adjust the business model to provide a certain reference.Based on the theory of business model and performance evaluation,this paper studies the transformation of Anta’s business model.The article can be divided into the following parts: First,the introduction of the sports equipment industry and the basic situation of Anta;and then the raper will introduce the causes and process of the transformation of Anta’s business model,and the motivation is analyzed from two aspects:The external motivation and the internal motivation.The transformation process is divided into three stages,mainly from non-financial indicators,financial indicators and enterprise value,non-financial indicators from the distribution channels,research and development capacity and brand number of these three areas for analysis and research,financial indicators from the profitability,debt-paying capacity,operating capacity and growth capacity of four aspects of the study,the enterprise value to select the price-earnings ratio and Tobin‘s q of the two indicators.At last,it summarizes Anta’s business model transformation and puts forward some suggestions.It is expected that the research in this paper can be used for reference to other similar enterprises.Through the analysis and research,it is found that through the transformation of Anta’s business model,the expansion of distribution channels is obvious,the R & D capability is enhanced,the number of brands is increasing,and the company’s overall online and offline sales capability is enhanced,the enterprise value also gets the promotion,but the Financial Index measurement actually does not have the obvious effect.So at the end of this paper,It points out the shortcomings in the transformation process,and then put forward the corresponding optimization recommendations.