Research On The Financial Strategy Of RAINBOW’s Transformation Of "New Retailing"

Under the Internet environment,the competition in the commercial retail trade is extremely fierce.Under the impact of online e-commerce,the operation of offline brick-and-mortar stores is in trouble.Due to scattered customers,e-commerce suffers from weak profits and also suffers from bottlenecks.Alibaba built New Retailing in 2016,integrating online retail with offline retail,which not only complements the advantages of offline physical stores and online e-commerce,but also provides consumers with services of full categories,full time and full experience.As a new form of business,New Retailing will be an important choice for retail enterprises to seek transformation and upgrading andget rid of difficulties.Corporate transformation cannot be separated from the support of financial strategy.Therefore,the analysis and research on financial strategy of retail enterprises in the transformation of New Retailing is of great practical significance for the transformation of retail enterprises.RAINBOW seizes the opportunity to take the lead in the trade in the transformation of New Retailing,this paper takes RAINBOWas a case study on the financial strategy of its transformation of New Retailing.In this paper,the internal and external environment of RAINBOW’transformation of New Retailing is analyzed by the SWOT analysis method,and then the status of implementation of financial strategy of RAINBOW’transformation of New Retailing is analyzed.At the same time,the implementation effect of financial strategy of RAINBOW’transformation of New Retailing is evaluated by means of conventional financial indicators,Economic Value Added indicators and financial strategy matrix,and the suggestionsare put forward for the financial strategy of the company with the existing cash surplus and high debt.The final conclusion is that financial strategy of RAINBOW supports RAINBOW transformation of New Retailing,enhances value for RAINBOW and promotes the strategic development of RAINBOW.This paper is expected to provide valuable financial strategic data for the established follow-up financial strategy of RAINBOW and the retail enterprises in the trade that want to transform into New Retailing enterprises,so as to promote the successful transformation of more retail enterprises.