The Valuation Of E-commerce Enterprises In The "Internet Celebrity" Economy

With the development of social economy,China's consumer market has entered a new round of consumption upgrades,and the structure of consumption has changed from subsistent to enjoyment type.The netizen migrates from the PC to the mobile phone,which makes e-commerce companies seek the new growth channel,thus all kinds of e-commerce companies transform themselves to the mode of “community + content + e-commerce”.With the outbreak of “internet celebrity” economic,e-commerce companies desperate to dig the commercial potential of internet celebrities.Combined with the online shopping,internet celebrities makes a lot of profit.Thus,the “internet celebrity” economy has also aroused widespread contention in the capital market.The increasingly frequent transactions of property rights in the capital market makes it more and more important to accurately evaluate the enterprise value.However,in today's market,there is no mature valuation method for this new asset,and the value evaluation method that this article devotes to can make the internal managements and outside investors understand the fundamentals of the enterprise and the authenticity of valuation,which provide an important basis for decision-making for the managers of enterprises.“Internet celebrity” in this article will be regarded as an intangible assets for a company,and this intangible assets can't be seen in the book value of the enterprise.The evaluation of social e-commerce enterprises is divided into two parts,one is “internet celebrity” value,using the New Rank Index method,by measuring the transmission force and influence,so the evaluation method more close to its own characteristics;the second is based on the financial statement of the enterprise future value,using FCFF method.And a case Hangzhou RuHan is introduced,using the model to evaluate its value.The conclusion is that in the early period of “internet celebrity” economy,there is an overheated investment in the capital market,expect this,the evaluation model constructed in this paper can simulate the value of e-commerce enterprises.Maybe it will provide a direction for the future valuation of such enterprises.