Research On GOME Retail Cash Flow Risk Management Under The New Retail Mode

With the popularity of mobile internet and the saturation of network users,traditional brick-and-mortar and e-commerce retailers are facing pressure to compete for market share and upgrade their business models.Against this backdrop,the new retail model emerged.However,the new retail model requires traditional retailers to invest heavily in expanding their scale,developing systems,and building platforms,which can lead to inadequate funding and cash flow risks.Therefore,identifying and evaluating cash flow risks,and exploring how to control them from a value chain perspective is crucial for improving cash flow risk management and achieving long-term stable development.This article selects Gome Retail Holdings Limited,a representative enterprise of the new retail model,as the research object,and studies the cash flow risk situation of Gome Retail from the perspective of the value chain,based on the steps of risk identification,risk assessment,and risk control.Firstly,the reasons for the cash flow risk under the new retail model and the feasibility and scientificity of enterprise cash flow risk management from the value chain perspective were analyzed,and the logical process of cash flow risk management goals,identification,and assessment were studied.Secondly,the potential cash flow risks of Gome Retail were identified from the internal and external value chain perspectives.Thirdly,a cash flow risk evaluation index system was established based on security and value creation goals,and the Analytic Hierarchy Process was used to evaluate the company’s cash flow risk,which provides data support for the results of the previous chapter’s cash flow risk identification,and provides direction for subsequent control.Finally,based on the results of cash flow risk identification and assessment,relevant cash flow risk control suggestions were provided,including adjusting procurement models,changing sales strategies,deploying digital logistics,focusing on R&D investment,improving supplier alliances,expanding financing channels,and adjusting capital structure.This study provides decision-making references for improving Gome Retail’s cash flow risk management level under the new retail model and provides a reference for other enterprises with similar cash flow situations.