A Research On Performance Evaluation Of Working Capital Management In Tianhong Shopping Mall Under The "New Retail" Strategy

“New Retail” is all activities that apply new technologies and new ideas of the Internet,improve and innovate traditional retail methods,and sell products or services to end consumers.The concept of “new retail” was proposed by Ma Yun,Chairman of Alibaba Group in October 2016.It is not only a simple integration of online and offline linkage and logistics,but also incorporates innovative technologies such as cloud computing and big data.Since 2013,Tianhong Mall has transformed its business model in line with the wave of the times,and implemented three strategies of “all channels”,“experience consumption” and “value chain vertical integration”.In 2014,the omni-channel channel formed a three-dimensional e-commerce model of “Tianhong +TianhongWeChat + Tianhong Microstore + TianhongMicro-produc”.In 2015,it launched the official APP-------red scarf.The mobile e-commerce platform also realizes e-commerce of stores through the way of “Tianhong to home + cross-border e-commerce experience store + self-raising point”.Taking Tianhong Shopping Mall as an example,this paper analyzes the working capital management performance of Tianhong Shopping Mall from the perspective of channels and elements,identifies the financial risks of enterprises and evaluates the efficiency of working capital management.This paper uses literature research method,case analysis method,quantitative analysis method and contrast method to analyze the management fund management policy of Tianhong Shopping Center,point out its financial risk and put forward reasonable suggestions.At the same time,this paper also compares the Yonghui supermarket,a large-scale retailer with the same transformation,Although the two are not the same in terms of business,the homogeneity belongs to the commercial chain enterprise,and in the downturn of the retail industry,the scale is exaggerated,and the results are excellent,and many research reports put the two together for comparison.To analyze the advantages and disadvantages of the existing working capital management mode of Tianhong Mall.It is useful for its improvement in working capital management.Finally,I proposed to improve the customer relationship,strengthen the inventory management system,accelerate the cash flow of the working capital management and improve the utilization of idle funds of Tianhong ShoppingMall.Through the research and analysis of this case,it provides a certain reference value for the management of working capital of retail enterprises.At the same time,it proposes to improve the management and operation of working capital of Tianhong Shopping Mall,so that it can develop more steadily later.