| With the development of Internet informatization and e-commerce,China’s traditional retail enterprises face many difficulties and challenges,and the single physical store model no longer adapts to the requirements of the times.A single product type and product of the same quality cause consumers’ aesthetic fatigue and loss of customers;a single sales channel hinders the offline sales of enterprises,and the development of e-commerce attracts a large number of consumers,which continuously reduces corporate profits.To this end,many traditional retail companies are trying to break through development,integrating online e-commerce sales channels with offline traditional sales channels.O2 O mode is affected by merchants and consumers due to the characteristics of strong online and offline linkage and high transaction rate.This article selects and analyzes the pioneers of transformation in traditional retail enterprises-I Miss You Health Food Co.,Ltd.,which spent 960 million yuan to acquire China’s well-known Internet snack food brand Haoms Food Co.,Ltd.This article first introduces the status quo of the traditional retail industry where "I miss you",the choice of transformation model,and the challenges faced in transformation,and then briefly introduces the basic situation of the case company and the process of O2 O transformation.On this basis,it specifically analyzes the problems that existed before the transformation of "I miss you",that is,the motivation for the transition;afterwards,I focused on the effects of the "I miss you" O2 O transformation,including short-term effect evaluation based on the event research method and Long-term effect evaluation of financial and non-financial performance.Finally,it summarizes the research conclusions of this article and puts forward suggestions to provide a certain reference significance for other enterprises to transform.After the analysis of this article,I think that the transformation of Health Food Co.,Ltd.is a relatively successful case in general,and it can provide a reference for the O2 O model of the same type of enterprise transformation. |
