Research on Financial Strategy Selection of Suning Business Transformation -Based on the Value Creation and Growth Matrix

Snning Commerce Group, formerly known as Suning Appliance Group, is a global home appliance retail chain enterprise, which has been highly recognized by the industry. With the rapid development and application of Internet technology and intelligent terminal, Suning has adopted the technology transformation strategy, by using a variety of business forms such as multi-channel integration of online and offline, the whole category management, open platform services to promote the transformation and upgrade business scope and model. The use of the new strategy calls for the promotion the rapid growth of Suning's acquisition and e-commerce, at the same time presents a challenge to its financial strategy formulation and selection. Financial strategy is a comprehensive, long-term and creative planning on Suning's liquidity, in order to promote a balanced and effective flow of funds, enhance competitive advantages and promote the realization of its overall strategy. In this background, this paper selects Suning Commerce Group Co., Ltd. (Suning Commerce Group) as a case enterprise, and uses the value creation and growth matrix as the main analytical tool. Through a comprehensive analysis of Suning's operations and the overall capital management activities in recent years, combined with the actual situation of Suning, this paper presents ideas and specific measures of financial strategies in order to promote quickly and vigorously development of Suning and other home appliance retail chain enterprises to adapt to the new situation.