Research On The Impact Of Enterprise Strategic Transformation On Performance Under New Retai

In recent years,the rapid development of Chinese economy and society,the continuous transformation of consumer demand,and the continuous popularization of intelligent Internet technology,which has a certain influence on the development of Chinese retail industry.With the rising of the new retail mode,the competition of Chinese footwear market is also increasingly intensified.In order to seek development in the market where product homogenization is serious,many retail shoe enterprises have begun to carry out strategic transformation.As the leading company in the local men’s footwear industry,Aokang International has timely sensed the changes in the market environment and consumer demand,adjusted its own strategy to adapt to the new retail mode,stood out from the competition,improved its business performance and constantly enhanced its competitiveness.This paper selected Aokang International as the research object,used the method of combining theoretical research and case analysis,and on the basis of sorting and summarizing literature related to strategic transition and the new retail model,put forward the theoretical basis of this paper,and analyzed the development general situation of the shoe industry retail market of our country.Then,the case of Aokang International is introduced to analyze the motivation of strategic transformation of the enterprise in the context of new retail and the measures taken to achieve the implementation of relevant strategies.Subsequently,through the retail channel "unbounded",product brand "diversified",member marketing "socialized",information flow "digital",supply chain logistics "efficient" five aspects of the impact of Aokang International strategic transformation on performance under the new retail model in-depth mining mechanism.Finally,it introduces the comparison of enterprises to analyze the impact changes of enterprise performance before and after the transformation.It is found that under the new retail,the strategic transformation of Aokang International has a certain promotion effect on enterprise performance on the whole,but there are still problems such as high cost ratio,unstable profit level and low product gross margin.Finally,the conclusion and enlightenment are drawn,so as to provide some reference for other shoe retail enterprises to make relevant strategic choices under the current market environment.