Research On The Revenue Recognition Of O2O Fresh Food E-commerce Under New Guidelines

In recent years,the offline retail industry in China has been integrated with the Internet industry.Among them,O2 O fresh e-commerce companies,which are closely linked with online consumers and offline stores,have developed rapidly.As an emerging industry in the Internet economy,O2 O fresh food e-commerce businesses can not only satisfy people's immediate needs for fresh fruits and vegetables,but also bring huge online traffic to traditional supermarkets,convenience stores,and mom and pop shops.However,unlike the traditional industry,the special complexity of its trading scenarios and technical means has brought challenges to the practice of revenue recognition.Especially after the release of the new international standards and the revision of China's income standards,how to use the "contract"-based revenue recognition criteria is a problem faced by all O2 O fresh e-commerce companies.Based on the theoretical analysis of the new revenue recognition criteria,this article introduces the business model,income sources,and revenue recognition characteristics of fresh e-commerce.At the same time,we accepted the guiding ideology of the new guidelines focusing on commercial essence.In the case analysis,we analyzed the accounting treatment of the company's promotional rebate business,distribution business,and membership card business at the current stage from the analysis of the revenue accounting treatment under the specific business model of the company.Which also includes various coupons,bonus points,red envelope confirmation processing.Subsequently,based on the understanding of the new criteria,it continues to analyze the impact of the new standard on the accounting treatment of the aforementioned business activities,from the transfer of control rights to the judgment criteria for the timing of revenue recognition,and to the guidance of the five-step method for the accounting treatment of multi-transaction arrangements.And summed up the newstandard is a set of new method models,in which the identification of performance obligations and customer contracts can really make the accounting treatment more in line with the commercial nature,and the five-step model also has a wide applicability and can unify all walks of life.Before different accounting methods.However,the new standard also has its limitations.Previously controversial accounting treatments that have always existed in practice,such as points,membership cards,etc.,cannot find guidance and explanations in the new guidelines,but also require new guidelines for further details.Finally,based on the consideration of the new guidelines and the results of the case studies,some suggestions were made.Including the standard setters should further improve and improve the new revenue criteria,concrete judgment standards and formulate supporting conceptual frameworks;enterprises should set up a special research team to manage contracts across functions and work divisions to meet the needs of new standards reporting;relevant regulatory agencies should Pay attention to the disclosure of the contract part of the company's statements,and actively solicit the advice of experts for the smooth implementation of the new standards,and do a good job in supervision.The purpose of this article is to provide application guidelines for revenue recognition practices of O2 O fresh e-commerce companies,and to provide some references for other e-commerce companies that rely on the development of the Internet.