| According to the National Bureau of Statistics,the growth rate of social total retail sales of consumer goods decreases to 9%,down by 1.2% compared with the same period last year.Our retail market has entered a new stage of diversified development and structure upgrading from years' high-speed growth.The popularity of E-commerce has a dramatic impact on offline traditional retail,not only the proportion of online retail sales rising constantly,but also its growth rate apparently higher than the rate of total retail sales.In order to adapt to environmental changes and look for the new profit points,the traditional retail industry has to transform strategically.Meanwhile,the emergence of new technologies such as big data,AI and cloud computing,provides a technical basis for traditional retail to transform.Under this background,the “New Retail” appears,indicating the direction for traditional retail's transformation.The author believes that new retail is not simply the integration of online and offline,but the upgrading and reconstruction of the whole industrial chain,including commodity production,supply and sales,with the purpose of satisfying the new needs of consumers through new channels and ways.The article selected Rainbow Development Store Co.,Ltd.(referred to Rainbow for short)as the research object,for the reason that the Rainbow explored omnichannel strategy in 2013 and announced the development strategy——“new Rainbow,new retail” in 2015,who transforms to new retail earlier than similar enterprises and has achieved certain results.The focus of strategic transformation of Rainbow new retail is digital transformation.It not only uses digital technology to energize commodities,marketing,services and supply chain,but also upgrades the middle and background processes to greatly improve the efficiency of operation and management.On the base of existent literatures and resource-based theory,this paper summarizes the relationship between strategy,resource allocation and financial performance.According to the relationship,this paper studies the resource allocation during Rainbow new retail transformation,and evaluates the effectiveness of resource allocation and the effect of new retail transformation from the perspective of finance.After researches,the following conclusions are summarized:(1)Rational allocation of various resources is necessary for traditional retail industry's strategic transformation;(2)The formulation and implementation of resource allocation tactics should be based on enterprise strategy;(3)Effective resource allocation plays a positive role in the transformation of traditional retail enterprises into new retail enterprises,which can significantly improve the performance of enterprises.Based on study on Rainbow,this paper puts forward the following suggestions for traditional retail's transformation:(1)Innovation is the driving force of enterprise development,and enterprise should adjust its strategy in time to adapt to the changing environment;(2)enterprise strategy transformation is omni-directional,which requires all kinds of resources to cooperate;(3)Retailers should embrace new technologies.Retail digitization is not only front digitization,but also the high-quality customer experience of front results from the stable support of middle and back end.Through the conclusions and suggestions of this paper,the author hopes to provide reference for the new retail transformation of traditional retail industry. |
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