| In recent years,China's macroeconomic growth has slowed down.At the same time,in the era of digital economy,China's online retail market has grown rapidly,resulting in a sluggish economy in the traditional retail industry,and the O2 O model has given new breakthroughs to traditional retailers.So in this context,traditional retail companies have tried to transform the O2 O model.Therefore,in the era of digital economy,the combination of O2 O model transformation and transformation performance of traditional retail enterprises has become an important research topic.Therefore,this paper chooses the benchmarking enterprise of China's retail industry,Suning Tesco,to conduct a case study.Firstly,it analyzes the motives and strategies for the O2 O model transformation,and then evaluates the effectiveness of the transition of Suning's O2 O model by performance analysis.Summing up the successful experience of its O2 O model transformation and the deficiencies in the transition,the purpose is to provide reasonable suggestions for the further transformation of Suning's e-commerce,and to try to provide reference for other related traditional retail enterprises how to transition to the O2 O model.Through research,this paper has reached the following conclusions: The main driving factors in the transformation cause are external macro,industry middle view,and micro enterprise.In terms of transformation strategy,after a series of operations,the “two wings and three clouds” are gradually formed.The four-end O2 O model framework;In terms of corporate performance,first,combined with the Du Pont analysis system,it can be concluded that after the overall implementation of the O2 O model transformation,Suning's IPO performance first declined sharply,and then followed.With the gradual landing of its O2 O model,its performance began to rebound;followed by analysis of the EVA value before and after its transformation,the study found that Suning's EVA had a negative EVA value after the O2 O model transition,but it started in 2015.The fluctuations in the value of the company's value appear to fluctuate.In-depth analysis revealed that the main reason was that Suning Tesco had issued more than 20 billion yuan in additional new shares in 2016,and the newly raised funds were not immediately invested into the business operations of the company.It failed to create much operating profit for the company,which in turn made its total equity capital nearly double compared to 2015.Thus making the EVA 2016 decline,and with its newly raised funds to continue to invest in transition,as well as highlighting the gradual transformation of its effectiveness,its value compared with 2016.EVA has been enhanced in 2017.At the same time,it is worth noting that the operating profit and net operating profit after taxation that directly reflect the changes in Suning's operating capabilities have continued to rise rapidly in recent years;and its main competitor,Gome Retail,has seen its EVA value slide after the transition.Its operating profit and net operating profit after taxes also showed a declining trend.Based on this,this paper believes that from the perspective of long-term development,Suning's O2 O model is better than Gome's retail,and as Suning's E-Commerce is about to enter into performance highlighting period,its EVA value will be greatly improved in the near future..At the same time,the paper proposes the following specific recommendations for it: adjusting commodity structure,increasing platform development,deeply binding suppliers,strengthening cost control in new areas,focusing on user experience,continuing to develop new profitable points,and appropriately slowing down the pace of transformation,to carry out internal resource integration adjustments. |
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