Research On Strategic Transition And Financial Performance Of Sichuan Swellfun Co., LTD.

Chinese Baijiu is unique to China,and has a long history and profound national cultural connotation of wine.Since the founding of New China,especially under the leadership of the CPC after the reform and opening up,the liquor industry has undergone many rounds of adjustment and development.The most recent development cycle began in 2003.Drived by the rapid growth of China’s macro economy,the liquor industry entered a period of rapid growth for a decade.In 2013,as China’s macro economy began to adjust in depth,the liquor industry also entered a major adjustment.Since then,indicators such as sales scale and profit growth rate of the liquor industry have been getting worse and worse.It was not until the second half of 2016 that the liquor industry began to recover slowly,showing signs of improvement.In each strategic adjustment of the liquor industry,major liquor enterprises are actively adjusting their own development strategies to adapt.Swellfun Company,as the only listed company in the liquor industry that is held by foreign investors,is also actively making internal adjustment and strategic transformation in the face of great pressure from competition.In the ten years since Diageo took control of Swellfun,the company has changed managers for five times and carried out two major corporate development and strategic transformation.In order to adapt to the changes in the internal and external environment,the management personnel of each term have made dynamic adjustments.This paper combed the Diageo in the whole process of Swellfun,for Diageo after holding Swellfun,two important strategic transformation system,of Swellfun’s external environment and internal environment are analyzed in detail.Finally,according to the financial performance of Swellfun after the two strategic transformations,the transformation effect was evaluated,the successful experience and shortcomings of the strategic transformation were summarized and studied,and then suggestions were put forward to improve the strategic transformation of Swellfun,providing practical experience for the transformation of liquor enterprises,and providing reference for the decision-making of stakeholders.At the same time,it can be used as a reference for the strategic transformation of liquor enterprises and the construction of financial performance evaluation system.