Research On The Influence Of Smart Retail Model On Enterprise Value

As a pillar industry,the retail industry plays an irreplaceable key role in the development of the national economy.However,with the continuous iteration of science and technology and the great development of information data,people’s consumption preferences and habits have also changed greatly,so the retail industry has been pushed to the forefront of transformation and reform.SUNING.COM as a leading retail enterprise,keenly aware of the market changes,and began to explore a new retail model.After long-term exploration and attempts,Zhang Jindong,chairman of SUNING.COM,put forward the concept of "smart retail" in 2017,which opened the curtain of Suning’s formal transformation of smart retail model.The central point of smart retail model is consumers’consumption experience.The Internet,Internet of Things,big data and other technologies are used as Bridges to realize online and offline operations and mutual drainage,so as to provide consumers with accurate,efficient and personalized products and services.The operation path of smart retail model and its influence on retail enterprises have attracted extensive attention from both inside and outside the industry.It is not clear whether enterprise value can reflect the effect of smart retail model.This paper holds that it is meaningful to further explore it.This paper introduces th e basic-theory of smart retail model and enterprise value,summarizes and discusses the mechanism of action between them,and makes case analysis based on this theory.Firstly,the basic situation of the retail industry is introduced.At present,the development situation of the traditional retail industry is not good and the online retail industry has also encountered bottlenecks.However,there is still a great potential of sinking market in China,and retail enterprises are constantly exploring the development mode of retail.SUNING.COM is in transition team leader,based on the brief introduction of the company,the main content of the smart retail model of SUNING.COM,elaborates the development course,summed up the smart retail model group and the effect of the products and services to customers,found its strategic expansion too fast,cash flow shortage and other problems and led to SUNING.COM to reflect on this.In the part of analyzing the influence of smart retail model on enterprise value,this paper adopts EVA valuation method and event study method to comprehensively evaluate the enterprise value of SUNING.COM based on the smart retail model from two levels of financial and market value,and comes to the conclusion that the influence of the smart retail model on enterprise value is limited.However,SUNING.COM still adheres to the smart retail model.This paper argues that this model conforms to the development of the retail industry,promotes the expansion of retail scale and alleviates the company’s financial crisis.However,to continue to implement the smart retail model,it needs to be properly improved.This paper puts forward suggestions on controlling the expansion speed,focusing on retail business,improving logistics system and opening up the sinking market,so as to ensure the stable cash flow of the company,improve the speed of business operation,improve profit quality and increase enterprise value,hoping to provide some ideas for the transformation and development of traditional retail industry.