| We are in an era of digital economy,digital technology has not only deeply affected everyone’s life,the emerging digital technology is to break the original development bottleneck for enterprises to achieve business transformation,model transformation.Digital technology has injected new vitality into economic development,and the global digital economy has become more and more trendy.China is also actively promoting the digitalization process of the whole industry under the digital transformation.In China’s 14 th Five-Year Plan,it clearly indicates the clear goal of developing digital economy in China,aiming to increase the proportion of digital economy to GDP from 7.8% to about 10% in 2025.After the emergence of the new crown and the influenza Aepidemic,as people’s consumer scenarios and consumption methods continue to change,companies will also continue to use digital technology to adjust their business types and respond to the social changes in the post-epidemic era because they are in the post-epidemic era.As a representative enterprise in the sporting goods industry,Li Ning Company has created new profit models and new business types through digital transformation,and is a leader in digital transformation in the same industry.Therefore,this paper selects Li Ning Company as a case company and uses literature research method,case study method and comparative analysis method to study the problem of profit model optimization under digital transformation of Li Ning Company based on financial analysis perspective.Firstly,a large amount of domestic and international literature is reviewed to define the concepts of digital transformation and profitability model,and to introduce the five elements of profitability model,process reengineering and value chain theory.Secondly,from the five elements of profitability model,the profitability model of Li Ning Company before and after digital transformation is analyzed,and then the four major categories of financial indicators of profitability model and Du Pont analysis are used to study,and the five-year financial data of Li Ning Company from 2017-2021 are selected to analyze Li Ning Company’s financial data horizontally and vertically,and based on the results of financial analysis,the Based on the results of the financial analysis,the overall profitability model of Li Ning is summarized and the development suggestions of its profitability model are proposed.Finally,the conclusions of Li Ning’s current digital transformation are drawn,and suggestions are made for its digital transformation and inspiration for its peers in the industry.The study of Li Ning’s profitability model based on the financial analysis perspective leads to the following conclusions:(1)Digital transformation can change the status quo for the company,innovate a new development model for the company,and reshape the profitability model of the company.(2)After analyzing the financial situation of Li Ning’s digital transformation,the digital transformation strategy adopted by the company has brought positive economic consequences for the company from a financial perspective and has performed very well in the whole industry.(3)Li Ning is in the process of digital transformation and the dynamic strategy of reinventing the company,and some financial indicators start to decline as the development model is adjusting to changes,but Li Ning’s financial indicators as a whole are on the rise and at a significant pace after 2020 when the digital transformation takes effect,and the profitability level increases significantly,with a big rise in operating income in 2021.(4)According to the case of Li Ning’s digital transformation can be derived from the experience,when the digital transformation of enterprises should have a long-term thinking and the big picture. |
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