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1、Analysis on the profit model of e-commerce enterprises - taking suning cloud commerce as an exampleAbstract: As the economy recovers, the retail industry is enjoying its spring, but its recovery is relatively slow and undiversified. In order to quickly open the sales market of the retail industry, m
2、any retail industries have adopted online and offline multi-channel sales of goods, and suning commerce group is also exploring a new mode to expand the sales scale. This kind of sales mode combining online and offline has increased the sales volume of suning commerce and greatly changed the company
3、s financial situation, thus increasing the companys profit. This paper makes a series of analysis on the profit model of suning cloud business. The bold innovation of suning cloud business and the bold marketing model always make suning cloud business the leader in the industry.Key words: e-commerce
4、 enterprise Profit model Su Ningyun dealer1. brief introductionIn terms of the present situation, the retail industry is faced with a lot of problems, one of the main channels of two big difficult problem is spending slow recovery and competition is fierce, the main cause of retail industry in this
5、situation is because the days are unusually severe economic form, lack of sales channels more aggravated, the severity of this form, nearly all of the industry are in a state of low level. As the saying goes, new development brings new atmosphere. In order to speed up the transformation of the retai
6、l industry, many brick-and-mortar retailers have started the online and offline dual-channel sales model. For enterprises, how to have a detailed understanding of their future business results? How does ability have a general understanding to the financial information of oneself enterprise future? A
7、nd through the information summed up the advantages and disadvantages of the enterprise, so that the enterprise in the face of crisis and difficulties, enterprise managers can come up with effective countermeasures to solve the problem in a timely manner. Suning cloud commerce has always been the le
8、ader in the transformation of the retail industry, and it has been exploring the Internet methods and approaches for the transformation of the traditional retail industry. In 2013, suning cloud commerce comprehensively defined the sales model based on the Internet. Because suning commerce has a cert
9、ain position in the industry, it is more illustrative to show the profit model of e-commerce enterprises by taking suning commerce as the research object. This article selects the Su Ningyun business part of the financial report analysis, mainly aimed at Su Ningyun traders started to use e-commerce
10、financial situation before and after detailed analysis, the purpose is to summarize the advantages brought by the electronic commerce enterprise profit model, and find out the deficiency and improved, in order to achieve more ideal effect.2. Profit model analysis basic theory and hypothesis 2.1 Fina
11、ncial analysis conceptFinancial analysis is based on accounting and reporting data and other related data as the basis, using a series of special analysis technology and method, to the enterprise and other economic organizations in the past and present relevant financing activities, investment activ
12、ities, business activities, distribution activities the profitability, operation ability, solvency and growth capacity situation carries on the analysis and evaluation of the economic management activities. There are also many methods and tools for financial analysis, and the specific situation is m
13、ainly based on the different business models of enterprises in the retail industry.There are five basic steps in financial analysis: one is to determine the economic characteristics of a particular industry (or industry). The second is to determine the strategy adopted by enterprises to enhance thei
14、r competitive advantages. Three is the correct understanding and purification of the enterprises financial statements; The fourth is the use of financial ratios and related indicators to assess the profitability and risk of enterprises; Fifth, make relevant evaluation for management decision. An eff
15、ective financial analysis must include these steps in order to effectively reveal the realistic value goal of the enterprise.Financial analysis has its limits. Financial analysis is an important way to evaluate the operating status of retail enterprises in the retail industry. Generally speaking, we
16、 make a comprehensive analysis of suning cloud business from these three aspects, namely, debt paying ability, operation ability and profitability. The purpose is to understand the limitations of suning cloud business in the development process of these three aspects.2.2 Profitability indicators 2.2
17、.1 Gross profit margin Gross profit margin is the percentage of gross profit on net sales, commonly referred to as gross margin. Gross profit is the difference between net sales income and product cost.Calculation formula of gross profit margin of sales: gross profit margin of sales = (net sales rev
18、enue - product cost)/net sales revenue x 100%Under normal circumstances, only suning cloud business to consider the main business brought by the gross margin of sales. If the sales gross margin of suning cloud business is too low, it means that suning cloud business does not have extra funds to supp
19、ort the circulation of the enterprise, and its profit is relatively low, on the contrary, it is the opposite.2.2.2 Net sales rateNet interest rate on sales refers to the comparison between net profit and sales revenue of an enterprise, and is used to measure the ability of an enterprise to obtain sa
20、les revenue in a certain period. This indicator fee can achieve operating profit.The calculation formula of net interest rate on sales is: net interest rate on sales =(net profit/sales income) 100%This index fully reflects the net profit of suning cloud business after excluding the cost of sales rev
21、enue, and also indicates the level of suning cloud business income.2.2.3 Net profit margin on total assetsNet profit margin of total assets is also known as return on total assets, which represents the ratio between the total net profit of each enterprise and the average total assets of the enterpri
22、se, that is, we used to say the capital profit margin. It is also very beneficial to the comprehensive utilization effect of suning enterprises assets. It can fully measure the important index of the enterprises profit by using the total amount of creditors and owners equity.Net profit on total asse
23、ts = net profit/average total assets3. expound3.1 Strengths and weaknesses Suning cloud business was established relatively early and has laid a solid foundation. In particular, its advantages in capital can help it deal with a lot of market risks. Moreover, suning commerce is the supplier of the la
24、rgest chain organizations. Jingdong, taobao, Tmall and other major platforms have their products. Because of its high credibility, many retailers like to cooperate with it. Suning commerce is very sensitive to business, and it can grasp the change of market direction in time and change the companys
25、publicity plan and supply plan in time according to the market situation. Since its establishment, its sales have been in a relatively balanced level. In addition, suning commerce also has a lot of social resources, including real estate, finance, logistics and other related fields.Of course, suning
26、 commerce has advantages and disadvantages. Su Ningyun dealer sales of products to home appliance is given priority to, but its under the level of price controls, the landslide phenomenon of the market, enterprise profit decline is very large, the biggest reason is the market of home appliance produ
27、cts are of good quality, many customers to buy the home appliance, after a short period of time will not buy again, caused the home appliance market saturation. At the same time, with the development of the Internet, e-commerce has become a pioneer in the industry. At the transformation stage, sunin
28、g commerce is not proficient in the level of e-commerce technology, resulting in a short-term loss of the enterprises profit model. During the economic downturn, suning commerce lost its direction and made a series of wrong decisions. In 2014, suning commerce experienced the biggest loss in history,
29、 which may make suning commerce stop moving forward.3.2 opportunities In terms of the current form, suning cloud business has formed a one-stop service, and it is still able to become the leader in the industry by its unique product technology in the case of sluggish home appliance retail industry.
30、Suning cloud business online and offline sales model combined with its powerful resources also brings it good opportunities.4. Summary and countermeasures3.1 conclusion Su Ningyun business profitability is generally dominant, but its quarterly data in 2009, according to a drop in their level of prof
31、itability, preliminary estimates its should be affected by the global financial crisis in 2008, when the financial crisis has caused chaos in the west, the g7 and the IMF are stranded on the financial crisis at that time, only in the case of as much as possible to reduce losses from the crisis. When
32、 suning commerce changes its sales strategy from traditional sales mode to e-commerce mode, the annual growth rate of its stores turns to negative added value. This has also become one of the factors affecting the decline of sunings profitability. However, after a short period of low profitability,
33、the profitability of suning cloud has been greatly improved, which is closely related to the adoption of appropriate e-commerce marketing model.3.2 countermeasuresIn order to improve the profitability of suning commerce, the main task is to control the expenditure of three expenses of suning commerc
34、e. The most important one of the three expenses is to control the cost of the store, to control the cost of input as much as possible, and to optimize the store structure by closing the stores whose sales performance is not good for three consecutive years.Secondly, when adopting e-commerce mode, su
35、ning cloud commerce fully consolidates the logistics platform and its operation ability, accelerates the construction of logistics base, continues the construction of logistics base mode of jingdong and taobao, establishes logistics base in the capital cities of major provinces, delivers goods nearb
36、y, saves time and costs.The third is to strengthen the management of assets, rational planning of the use of each fund, as far as possible to enhance the profitability of the enterprise.Su Ningyun traders are the pioneers of sales industry, its contact with years of experience in the Internet, the I
37、nternet of things thinking and in the electronic commerce marketing played a major role, and the Internet thinking is also used in the whole of the companys management system, for the benefit of the stores played a positive role in promoting, to promote the development of the transformation of compa
38、ny sales team and it really did make a belongs to the customers Internet marketing platform, make full use of the Internet to explore enterprise profit model in each stage of the development process, and provides customers with a enjoy Internet shopping platform. In a word, suning cloud business profit model is a new era.