On The Transformation Performance Of Traditional Sneaker And Sports Wear Manufacturers

With the rapid development of science and technology,the industrial market also develops,and the life cycle of the industry is shortened.For the traditional sports shoes and clothing manufacturing industry,due to the development of Internet e-commerce platform and other reasons,the competition in the industry market is particularly fierce.Ten years after the 2008 Beijing Olympics,sports apparel manufacturers' dividends have faded and the entire industry market has begun to decline.Since the establishment of the brand,noble bird has become a well-known sports apparel brand in China through its own development.Facing the relatively severe market,noble bird chooses to seek for new profitable businesses through transformation to improve corporate performance.In 2014,GRN-Group went public,and in 2015,the transformation strategy from a sports apparel manufacturing enterprise to a sports industry group was determined to start the transformation.Enterprise transformation refers to the improvement of business performance through structural changes in business and management.Transformation is characterized by systematisms,leapfrogs and stage-by-stage.It is often top-down and involves a series of changes in concepts,organizations,processes and people's abilities.Successful enterprise transformation can help enterprises find new value-added businesses,promote profit growth,and let enterprises get rid of the operating difficulties before the transformation.Under the background of poor performance of the industry as a whole,GRN-Group chooses to transform itself into a sports industry group with coordinated development of various sports industry forms based on the manufacturing of sports apparel products.The research on the transformation of GRN-Group can provide some suggestions for other enterprises in the same situation.Based on the case method as the main research methods,the selection in the sports apparel manufacturing industry is representative of the GRN-Group as the research object of case study,using the analytical means such as financial analysis and non-financial analysis,combined with industry background,the basic situation,national policy,the enterprise itself to the transformation of noble bird enterprise performance for this paper.Firstly,this paper analyzes the transformation motivation of GRN-Group enterprise.Then,financial index analysis,economic added value and non-financial performance were used to analyze GRN-Group performance before and after the transformation.Finally,according to the analysis of the results of evaluation and recommendations.Through the analysis of the case,this paper obtained the performance changes before and after the transformation of noble bird.At present,the transformation of GRN-Group is not very successful.The main reasons for its failure in transformation are the loss of main businesses and excessive transformation investment behaviors.In the process of transformation,insufficient attention has been paid to the changes of internal and external environment of the enterprise.From the case of GRN-Group transformation,we can draw a lot of experience that can be used as reference for the transformation of sports apparel manufacturing enterprises.First of all,we should make a good transformation plan,but in the process of transformation,we should make appropriate adjustments.Then,pay attention to the internal and external environment of the enterprise changes,and timely response.Finally,it is very important to grasp the opportunity of transformation,and pay attention to the policy industry and other factors at that time.