Research On The Profit Model Of Gree Electric Appliances Under The Background Of New Retail Transformation

At present,offline physical stores are hindered by the outbreak of the new crown epidemic,and all walks of life will also usher in a new round of industrial upgrading and consumer experience upgrading.The core of enterprise transformation is to meet the needs of customers through emerging technologies such as big data,artificial intelligence,cloud computing,and the Internet of Things,so as to combine the Internet and physical business,to meet customers’ personalized customized services,and to improve customers’ consumption experience.The improvement of performance means the transformation of new retail.As a typical representative of China’s traditional home appliance manufacturing industry,GREE Electric will promote a new retail marketing model that integrates online and offline at the beginning of 2020,initially realizing retail data and achieving certain results.The paper takes GREE Electric as a case study of its new retail transformation,adopts a research method combining case analysis and comparative analysis,and builds an analysis framework based on the theory of the wheel of new retail,the theory of profit model elements,the theory of customer value and the theory of core competitiveness.This paper expounds the advantages of the new retail transformation and its positive impact on the company,analyzes the changes in the profit model of GREE Electric since the implementation of the new retail transformation strategy,finds out the impact path of the new retail transformation on GREE Electric’s performance,and selects its financial data in recent years.The changes in performance indicators before and after the transformation were compared.The research conclusion of the paper: GREE Electric applies digital technology on the basis of the traditional business model,and optimizes the profit model and promotes the performance growth of the company through three ways: transforming online marketing,optimizing offline stores,reducing costs and improving efficiency.The suggestions put forward by the paper are: First,GREE Electric Appliances should,according to its actual situation,conform to the development trend of digitalization and networking in the industry,use digital technology to tap user needs,and obtain user feedback in time,so as to improve user satisfaction;Secondly,use network technology to realize the integration of online and offline channels.At this time,it is necessary to solve the competitive relationship between online and offline,provide consumers with fast purchasing channels,and at the same time ensure product quality and user consumption.Experience;finally,enterprises should cultivate a talent team that adapts to the new retail transformation.Talents with digital thinking are the guarantee for the enterprise to implement the new retail transformation in the future,which will help to enhance the core competitiveness of the enterprise,maintain the brand value,and achieve sustainable business development.The paper has certain reference significance for the new retail transformation and optimization of profit model of traditional enterprises.