会计学院知识库

随着互联网在日常生活中的普及以及人工智能技术的迅速发展，电商平台迅 速的崛起，严重挤压线下实体店的生存空间，各行各业的企业为了拓展生存空间 开始大规模投入转型的浪潮当中去，在抖音，淘宝等网购平台建立了网店进行销 售直播，同时通过相关技术，将线下实体与线上销售两者结合起来，利用相关数 据分析顾客的消费偏好。让顾客有着沉浸式的消费体验，这就是所谓的新零售销 售模式。 格力电器作为我国家电行业的老牌企业，近几年来出于环境因素和自身发展 的考虑，也走上了转型的道路，并取得了非常不错的成绩，但是同时在这其中也 有许多值得研究者去思考的地方。 本文选取格力电器作为案例的研究对象，通过对格力电器近几年的财务数据 进行对比分析，对新零售转型给该企业财务绩效带来的影响进行具体阐述，同时 分析其中存在的问题，并对其提出探索新的利润点、推动数字化建设、保持忧患 意识、持续科技创新以及推动线上线下融合等解决方案，对家电行业其他公司或 者制造业企业的发展有着良好的借鉴意义。最后对在未来期间新零售模式在我国 的发展前景提出一些展望，让有志于进行新零售改革的企业得到更好的发展。

With the popularization of the Internet in daily life and the rapid development of artificial intelligence technology, e-commerce platforms have risen rapidly, seriously squeezing the living space of offline physical stores. In order to expand the living space, enterprises from all walks of life have begun to invest in the wave of transformation on a large scale. They have set up online stores on online shopping platforms such as Tiktok and Taobao to broadcast sales. At the same time, through relevant technologies, they combine offline entities with online sales, and use relevant data to analyze customers' consumption preferences. Providing customers with an immersive consumption experience is known as the new retail sales model. As a well-established enterprise in China's home appliance industry, Gree Electric Appliances has embarked on a path of transformation in recent years due to environmental factors and its own development considerations, and has achieved very good results. However, there are also many areas worth considering for researchers. This thesis selects Gree Electric Appliances as the research object of the case study. Through comparative analysis of Gree Electric Appliances' financial data in recent years, it elaborates on the impact of the new retail transformation on the financial performance of the enterprise, analyzes the existing problems, and proposes solutions such as exploring new profit points, promoting digital construction, maintaining crisis awareness, continuous technological innovation, and promoting online and offline integration. This has good reference significance for the development of other companies or manufacturing enterprises in the home appliance industry. Finally, some prospects for the development of the new retail model in China in the future are proposed, so as to enable enterprises aspiring to carry out new retail reforms to achieve better development