Research On The Business Model Transition Of Anta Company Based On Financial Perspective

With the advent of the Internet economy era,the business environment of enterprises is becoming more complex and changeable,and the competition among enterprises is also changing from the conpetition of products and services to the competition of business models.Throughout the capital market,every powerful enterprise has a set of perfect,clear and unique business model to support,which is the fundamental to promote the continuous development and growth of enterprises,and the guarantee for enterprises to maintain conpetitive advantage.At present,the research on business model has not yet formed a generally accepted theoretical system,and the research on business model from the financial perspective is countless.In this regard,this paper based on the financial perspective to study the business model innovation of enterprises under strategic transformation has certain research value and practical significance.This paper takes Anta Company as a case study.Based on the adjustment of Anta Conpany from"brand + wholesale”mode to,"brand + retail" mode,it deeply analyses Anta Company’s profit-driven,resource allocation and value creation,and excavates the core competitiveness of Anta Company’s business model In the process of full text analysis,the article first carries on the literature review at home and abroad,combing out the connotation of business model,elements,financial perspective of business model research and the relationship between strategy and business model,and then through the definition of relevant concepts and theoretical analysis to lay a theoretical foundation for the following case study.Secondly,this paper introduces Anta’s strategy before its transformation and its"brand + wholesale”mode,and analyses the problems faced by Anta under the "brand + wholesale"mode and the necessity of its transformation Thirdly,it elaborates on Anta’s strategy after its transformation and its,’brand + retail"mode,analyses the specific operation of Anta’s"brand + retail"mode,and makes a detailed analysis of the,’brand + retail"mode from three dimensions of profit-driven,resource allocation and value creation from the financial perspective.The research finds that Anta Company has made great progress after strategic transformation and business model adjustment.Its operating income and net profit have risen sharply.Its capital structure has remained stable.It has achieved high profits while maintaining high growth.Its market performance is excellent.Finally,according to the analysis results of the case,this paper puts forward some suggestions,such as making correct strategic planning and establishing efficient management system,from two aspects ofenterprise strategic positioning and business model design,in order to provide reference for other enterprises to carry out business model innovation.