The Financial Performance Of The Change Of Profit Model Under The Background Of O2O In Retail Industry

In recent years,with the popularization of Internet and thecomputer equipment,electronic commerce will achieve rapid development,its influence has also been continuously enlarging,regardless of national economy,social services,and the daily life of residents,e-commerce has played more and more important role.The industry of this paper research is the new retail industry under the background of O2 O.First,through literature review,it is found that most of the current researches use separate financial indicators to evaluate the performance of the current profit model,and lack of a dynamic perspective to analyze the profit mode of the industry.Secondly,through the analysis of its profit model,from the three aspects of income structure,cost structure and profit structure,we find that the profitability of e-commerce retailers is different under the background of stores and O2 O.Through case analysis,this paper proves that the "cloud merchant" profit model under the background of O2 O will become the mainstream profit model of the retail industry.The first is to introductthe basic situation,including the development,transformation and the competitive advantages and other aspects of the analysis of Su ning.then,this passage analyses the situation of profit model,mainly from the three aspects of income structure,cost structure and profit structure to analyse the profit pattern of Su ning.Through the financial strategy matrixanalysis toresearch the reasons why Su ning transform itsprofit model from the background of the traditional profit model to the "cloud merchant" profit modelunder the background of O2 O.Finally,constructs a analysis method of performance evaluation model of related financial indicators and the five factors of the profit model to research the pros and cons of Su ning.Finally come to the conclusion that compared with the traditional background profit model and profit model of pure electricity background,“stores+pure E-commerce + retail service provider" under the background of 020 plays a more active role in financial performance promotion.And itwill be the mainstream profit mode of the retail industry.According to thefinancial performance analysisof Su ning from traditional store profit model to the cloud business process under the background of O2 O,in this case to prove the above point of view,put forward some suggestions to the existing retail industry.