Study On The Financial Risk Of Suning Financing Mode

In recent years,with the development of Internet and electronic technology,e-commerce enterprises,as the product of Internet development,have become increasingly popular and become another emerging market in the retail industry.Represented by JD Taobao,Sunning,a large number of e-commerce enterprises have been established and developed,and the competition in China's Internet enterprise market is becoming increasingly fierce with the performance of Double 11,Red packets of crazy and boundless e-commerce advertisements.However,risks and opportunities coexist.In the process of rapid development of e-commerce enterprises,due to the unstable internal structure,they also face higher risks.At the same time,influenced by the characteristics of e-commerce enterprises,it is easy to be affected by the market environment,which directly leads to more serious financial risks compared with other enterprises.Therefore,it is very important for the development of e-commerce enterprises to measure the financial risk and how to control the financial risk.Based on Suning as the research example,this paper studied the the source of the funds and the financing structure in the process of rapid development,The basic characteristics of Suning's financing model:suppliers are the main source of finding,which leads to irrational debt structure and increases the risk of debt repayment;There is obvious equity preference in refinancing,which reduces the profitability of the enterprise and reduces the earning of shareholders.The rapid expansion model also puts enormous pressure on the cash flow.According to the above risks,Select the financial data of Suning from2010 to 2016,carries on the SPSS correlation analysis,determine the index weight by entropy value method,and introduce the efficacy coefficient method to analyze the financial risk of Suning in detail.The assessment result indicates that Suning has been operating normally for nearly three years and the financial risk may occur when some financial indicators are abnormal.So specific risk prevention countermeasures are put forward from the aspects of establishing financial risk supervision institution,diversified financing,and mining sales terminal value.We hope that we can provide reference for Suning and provide help for the industry enterprises.