O2O Transformation Of Traditional Retail Enterprises And Its Effect Analysis

China's traditional retail industry has continued to play a role in the past consumer market,affecting the development of the overall market economy,and gradually developed into a physical retail format in the form of small stores,convenience stores,large supermarkets and other forms.However,with the continuous development of the Internet era,especially the popularization of the business model of e-commerce,store sales are now facing an embarrassing situation of being eliminated.Therefore,how to quickly adapt to the development of the times and successfully realize the transformation of sales is a problem that traditional enterprises must solve without delay! The transformation of O2O(Online To Offline)is a valuable and meaningful exploration.There are two main ways for enterprises to implement O2 O transformation.One is to realize the direct transformation of sales model through self-built online channels;the other is to realize the indirect transformation of sales model through mergers and acquisitions of enterprises with mature online sales channels.As far as traditional enterprises are concerned,especially in the food industry,it is often not very good at self-built network sales brands to realize O2 O direct transformation.Therefore,it is a better choice to quickly realize O2 O transformation through mergers and acquisitions of enterprises with online sales channels.Haoxiangni Health Food Co.,Ltd.is one of the more typical cases.How to implement O2 O transformation and transformation effect is a problem that enterprises are very concerned about.The discussion in this paper is based on this perspective.The case company implemented the O2 O sales model transformation through the merger and acquisition of Baicaowei.During the transformation process,it has different degrees of influence on the company's sales channels,product structure,marketing methods and logistics systems.Regarding the evaluation of the transformation effect,this paper analyzes the market reaction and financial performance after the merger from the short-term and long-term perspectives,and finally concludes that O2 O transformation of Haoxiangni Health Food Co.,Ltd.has achieved good results.When evaluating the long-term transformation effect,it was found that there were some factors that affected the further improvement of financial performance,such as the decline in profitability of jujube products,the increase in cost and the slowing of capital recovery.In this paper,the relationship between these problems and the transformation of enterprise O2 O is also discussed in a targeted way,and on this basis,corresponding improvement suggestions are put forward.