Research On The Impact Of O2O Profit Model Of Retail Enterprises On Financial Performance

With the wide spread of the Internet and the rapid development of e-commerce,traditional retail enterprises are facing great challenges in business performance,so it is urgent to transform the traditional retail business into O2 O online and offline collaborative development mode.As a large-scale traditional retail enterprise,Yonghui Supermarket,the case object of this article,actively promoted the enterprise transformation in 2015,and developed into online to offline profit model based the concept of "store business+e-commerce+technology retail",which is in a leading position in the industry.How does O2 O profit model work and what effect does the development of O2 O profit model have on enterprise performance? These will be the focus of this paper.Firstly,this paper introduces O2 O model,profit model and other related theoretical concepts.Based on these theoretical concepts,constructed the influence path of O2 O profit model on financial performance.Secondly this paper uses Yonghui supermarket business activities as a carrier for case study to clarify the operation process of Yonghui Supermarket's O2 O profit model.Then from the perspective of long-term performance,we use Financial Ratios method and EVA method to analyze.In the analysis process,the traditional model is also introduced to compare with competitors in the industry,and fully explain the impact of Yonghui Supermarket's O2 O profit model on performance.Finally in the analysis process,it is found that the performance of Yonghui Supermarket O2 O fluctuates greatly after the transformation of its profit model.This paper put forward in-depth study and exploration of the potential problems existing in the transformation of the enterprise and put forward some suggestions for improvement.The following conclusions are drawn from the case study of Yonghui supermarket: First,O2 O profit model is customer-centric,and Internet technology drives the integration of element resources in the value chain to achieve online and offline operations.Second,O2 O profit model optimizes the company's income structure and cost structure to affect financial performance.Third,O2 O profit model has a more positive impact on the performance of retail enterprises,of which the increase in solvency is most obvious.Fourth,the performance of enterprises in the initial stage of O2 O profit model development may fluctuate greatly.Based on the case study of Yonghui Supermarket,this paper analyzes the current mainstream profit pattern in the retail industry,aiming to give some suggestions to other traditional retail enterprises in transition.