Authors: HE XIN

Issue: 2021-2022

In recent years, the development of my country’s retail industry has entered a bottleneck period. On the one hand, the growth rate of e-commerce has slowed down and dividends have decreased. The development of e-commerce has gradually matured. Many retail companies hope to get involved in e-commerce through network technology to achieve transformation and upgrading. However, as the e-commerce field approaches saturation, the development of pure e-commerce will no longer have advantages. On the other hand, the physical retail “closed store” is coming. The traditional retail model is in the integration of resources, channel expansion, or There are drawbacks in understanding consumer needs. Therefore, retail companies have also begun to find another way out, gradually transitioning from online or offline single operation to online and offline two-way development, the network economy and the real economy are actively integrated, and new retail has emerged as the times require. At the same time, the proportion of snack food in the lives of residents is also increasing. The snack food industry has obtained more opportunities but also faced greater challenges. The scale of the industry continues to expand, the industry has achieved rapid development, and the market contains huge development potential. But on the whole, the snack food industry still needs to make up for shortcomings, develop and improve, and the industry is highly competitive. Only through innovation and upgrading can industries and enterprises achieve lasting and stable growth. This article first analyzes the background and research significance of the research, summarizes domestic and foreign literature from the perspectives of new retail models and corporate transformation, summarizes the enlightenment of the previous research results of experts and scholars for this article, and then states the research content of this article, Framework, research methods and innovation points. Secondly, it elaborates the concept definition and theoretical basis, including three evaluation methods of corporate transformation and new retail related concepts, new retail wheel theory, principal-agent theory, performance evaluation theory and transformation performance, which lays the foundation for the conclusions and case studies of this article. Thirdly, analyze the development status and transformation motivation of my country’s retail industry and snack food industry. Take Three Squirrels as a case company, analyze its transformation process, strategy and motivation, and combine the event research method, financial statement analysis, financial indicator analysis and DuPont analysis to explore the transformation effect of the Three Squirrels under the background of new retail. The various indicators of the company are compared with BESTORE and Laiyifen, and an objective and comprehensive horizontal and vertical analysis are carried out.

Through the analysis, it is concluded that the Three Squirrels can transform and upgrade in accordance with the characteristics of new retail, conform to the market trend, and have won the favor of consumers. However, the Three Squirrels still have problems such as high debt-to-asset ratios, high costs, and insufficient research and development efforts. Companies need to find new profit points and continuously optimize their operations. At the same time, it also puts forward some general development suggestions for enterprises in the entire snack food industry, so that enterprises can realize more efficient transformation under the background of new retail.

Keywords: new retail model, e-commerce, innovation