Study On The New Retail Transformation Path And Financial Performance Of Suning

In order to change the negative situation of declining performance,traditional retail enterprises have chosen to enter the field of e-commerce,but the dividend of online traffic is gradually coming to an end.In 2016 alibaba cloud conference,Mayun proposed a new retail for the first time,namely "online + offline + logistics",in order to change the dilemma of the retail industry.As early as 2009,Suning began to explore the online market,forming a new retail transformation path that takes customer experience as the core and logistics,data and other technologies as the support,and develops into a full-channel,full-category development.Therefore,it is of great practical significance to select Suning,a leading offline enterprise,to study its new retail transformation path and its effect.Combining with the new wheel of retail,corporate transformation theory to the transformation of Suning retail such as depth analysis,Suning nearly a decade of transformation paths can be divided into three steps,the first step for the transformation of exploration,the focus is to explore the B2 C electrical business model,online implementation of opening-up strategy,open to the road of de-electrification,the second step for the transformation of growth period,with diversified O2 O mode,implement online same price homogenous strategy.The third step is the mature stage of the transformation.The retail elements should be recombined and configured to create smart retail,and a more perfect omni-channel multi-format one-stop shopping experience should be launched from the perspective of consumers.At the same time,through the balanced scorecard method,this paper analyses the Suning nearly 10 years of financial data from the enterprise profitability,asset turnover and cost structure and enterprise development pressure got corresponding improvement,on the basis of further analysis the driving factors of financial performance improvement mainly due to rich source of revenue,reduce costs,speed up the turnover and stable profit growth of these four aspects.Type transformation based on diversified transformation and upgrade of Suning retail transformation after the description and analysis of the financial data of Suning transition,Suning in three different transition period can be drawn from financial data are accord with the actual situation of the present,Suning in the road for nearly ten years transformation for a new retail only after the throes of a transformation of the spring,also once again proved that the new retail transformation is the trend of The Times,but still need according to oneself circumstance reasonable formulation transformation path is geared to follow is not achieved overnight,selecting Suning purchase for the case with many years of transformation experience also provide great reference significance for other enterprises transformation.