Film Man's ruin: The victim under the impact of Su Ning

May 15, the sky is cloudy in Beijing at midday. At that time in Zhongguancun 练摊 son film Li bin did not know, a person with his namesake will announce a decision 20 hours later, change him and "tens of thousands" of people's fate.

22-Year-old north-east of Li Bin, 18-Year-old High School, left his hometown to work in Beijing, when the restaurant waiter, also done security, and finally chose the "film brother" this occupation. In Zhongguancun near the "film industry", people call him "bin son." Has a year of film experience bin, self-proclaimed as "Zhongguancun film one elder brother."

It is said that Li bin can distinguish more than 100 types of mobile phone models, and more than 50 kinds of common mobile phone models of screen size and the corresponding film quotes in mind: "Lenovo s898,5.3 Inch, HD 20, matte 30." As long as 20 seconds, he has been skilled from behind the bag to turn out suitable foil, bow to start.

"Industry insider" of the foil

"In fact, this line, very simple, as long as you are willing to learn, 3 hours will be able to learn," Sina technology ready to paste two of the most expensive "tempered film", which opened his chatterbox. Bin son said he eventually diverted to dry film because of "easy to get started, earn more, Time free".

Before working in a restaurant, a week can only take a day off, from 10 in the morning to 10 o'clock in the evening, tube rice, one months also more than 2000. Now dry foil, the profit is high, one months 4, 5,000, and every day also Chung 6-7 hours.

A folding table, a small chair, a bag and a sign, this is the whole bin son's possessions. He told Sina Technology, to make more money, the most important is "lot". The best position is the moderate passenger flow, leeward Shady, exclusive operation. Too many people are not good, there must be competitors to come over, but also easy to be security, chengguan away.

Bin to Sina Science and technology popularization of "industry knowledge", the common membrane only several: high-definition film, matte film, silver drilling film, tempered film, which is the most inexpensive high-definition film, tempered film most expensive. "Now in fact the most common film is called high-definition film;" The surface is not flat, there is a scrub called matte film; there is a shiny film in a silver diamond film, the general little girl to paste this; the thickest is tempered film, paste the screen will be convex out.

He quietly disclosed the "industry insider", these membranes from wholesalers that take the goods the cheapest as long as a few cents, matte film less than 1 pieces, silver drilling film 1 pieces more points, tempered film to 2-5 yuan, the most expensive the most expensive film into the price of 10 yuan. But the film is cheap 20, a good point is 30-40, tempered film is generally 50, paste the most expensive film asking for 100.

Bin said that the biggest risk of sticking film is Chengguan. "Let Chengguan grasp once, a bag of film will have to confiscate, the value of good hundreds of." However, this piece of chengguan is still good, if they come out to check, will drive slowly over, deliberately stay time, let us take the initiative to withdraw.

"There is a leadership check they will greet us in advance so we don't come." But also have not listen to say hello, don't let out also come out, that can only catch. Said Bin.

Free Foil shock Wave

May 16, a news on the internet, let bin son shocked not small. Li Bin, Vice president of Suning, announced that in order to expand the flow of people in the store, will provide free mobile phone film service, and free film will become one of the standard store services.

From that day on, Su Ning in the mouth of the bin became a "damn su ning." "Damn Suning, Giants also to rob our business," bin said since Suning free film, business less than One-third, "before 20 I paste, now 10 pieces I do".

Bin son comforted himself, said, "Su Ning will only give customers a general film, to paste the advanced film still need to find us." However, he has confirmed the transformation, is ready to replace the signs to "mobile phone beauty", to sell mobile phone shell, stickers mainly.

Sina technology in the vicinity of Zhongguancun survey more than 10 film people, most of them say business has been reduced. One of the film people told Sina Technology "has decided to quit, ready to dry barbecue."

Film people revealed, there is "insider news" that Su Ning is recruiting film technicians, of which the backbone technician monthly salary may be tens of thousands, mainly responsible for teaching store staff film technology, general technician monthly salary of more than 4,000, 2 days a week rest. He is going to apply for a try.

In Suning Beijing Lenovo Bridge Shop, Xiao Zhao is 3C Service center staff, his main content is to help users set up mobile phones, adjust the computer to solve common small problems. After the film was launched, after training, his work turned into a film-sticking technician.

Small Zhao said, free film of the first three days of people, stores are lined up team, now people have gradually less. Weekdays do not need to queue, along with the paste, the weekend may have to wait a day, the average daily to the store film users about 200 people.

"The first three days need to line up mainly because there is no special film for a few days, must be cut, now the special film has been to the shop, so the film speed a lot faster, no longer long queues," said Xiao Zhao.

However, to enjoy free film in the store service, not without conditions, users must download Suning easy to buy clients, registered to become a member of Suning. But the good news is that every store has free WiFi without the need for mobile phone traffic.

Suspected of unfair competition?

In the domestic largest mobile phone film Master QQ Group, the past is a message constantly, but these days the atmosphere a bit decline: "The Giants come, business is not good, groups are also quiet, no mood to chat."

In the group of Jiangxi Nanchang Film People Cheng because the local suning store free foil, to his business caused serious impact, he set up a "anti-suning film Union", has more than 800 people to join the National film.

He called on: 1. Boycott the giant Su Ning, resolutely do not go to suning shopping. 2. Go to Suning Brush film, paste on the tear. 3. Go to the store to block the door protest. 4. Report to the Trade and Industry bureau suning Low Price dumping, malicious competition. 5. Go to suning store to buy things, cod, fill in the address. 6. To the court to sue Suning unfair competition. Cheng's call received enthusiastic response from members of the alliance, they are ready to "give suning some color to see".

A Beijing film man told Sina Technology, already have lawyers willing to undertake a class action against Suning, is currently gathering evidence.

Yunting, a partner in Shanghai's Big Bang law firm, believes that Su Ning's free film violation of the Anti-Unfair Competition Act stipulates that "operators are not allowed to sell goods at prices below cost for the purpose of crowding out competitors". He said that Suning as an industry giant, with free means, below cost price sales, suspected of unfair competition.

He further explained that the law on anti-unfair competition provided for there are four kinds of cases, which do not belong to unfair competition: 1. Sales of fresh goods; 2. Processing of goods that are expiring or other backlogs; 3. Seasonal price reduction; 4. Sales of goods by liquidation of debts, conversion and closure. Su Ning's behavior is not in this list.

However, yunting that the general "练摊 son" film people can not Sue Su Ning, because they did not obtain the relevant business license, is not a legitimate operator, only the legitimate operators of independent stores can sue Su Ning, the court should accept.

The helplessness of "The giant Su ning"

Bin son and Cheng do not know, their mouth "giant Su ning" is in fact just as embarrassed as their situation.

Su Ning's performance is in three years "the worst moment." According to Suning earnings, the first quarter operating income of 22.869 billion yuan, 15.93% year-on-year, revenue decline for 4 consecutive months. Realized the loss of net profit attributable to shareholders of listed companies was 433 million yuan, down 187.98% from a year earlier.

Suning line below the entity store income fell 14.2%, online easy to purchase tax revenue 3.3 billion yuan, down 26.7%, comprehensive gross profit rate fell 0.57% to 15.59%, resulting in a single quarterly loss of 434 million Yuan, 3 consecutive quarterly losses widened.

Worse, last year the fourth quarter of Suning logistics of the Les (Logistics implementation) system has a major problem, directly affected from the beginning of December to the end of February 2014 sales, resulting in front-line staff can not effectively achieve sales targets.

Suning Stores ' same-store growth rate of 5 consecutive months was lower than that of rival Gome, which also showed 13.4% negative growth in the first quarter of 2014. "Same-store growth" is the most important indicator of offline retailers, and its sharp decline can be simply understood as a sharp reduction in the customers going to suning stores.

In order to reverse this embarrassing situation, suning first quarter of the organizational structure of a major adjustment. The former head of Beijing Hounron was transferred back to the headquarters, responsible for the formation of new logistics companies; the original chain platform operating headquarters and E-commerce operating headquarters, the line of the two platforms under the operation, marketing functions together, the formation of a new "operating headquarters", Suning easy to buy the head of Li bin as the head of

Li Bin, in order to save Suning's precarious stores, one of the most important initiatives is the introduction of free film policy, to the users back to the store.

Re-learning the Internet

According to Suning's plan, from May 19 onwards, in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Qingdao, Wuhan, Xian, Chengdu, Tianjin, Chongqing, Shenyang, Suzhou, Hangzhou, Harbin, Lanzhou and other 34 cities pilot, in the early June in the mainland area of nearly 1600 stores all implemented.

Li bin revealed that the film policy implementation three days ago, the country for the user 800,000 film, free film implementation of the working day ushered in a weekend passenger flow, three days to bring Suning easy to buy clients recommended download activation volume up to 220,000, but to store users also brought mobile phones, computers and other 3 C products, as well as color TV, air-conditioning and other seasonal product sales growth , the chain rose by as much as 120% last week.

In the free film-driven, Suning's share price rose 4 days, from 6.21 yuan to 6.75 yuan, the cumulative increase reached 8.6%. An insider told Sina Technology, the external concerns about the cost of increasing the problem is virtually negligible, suning because it is a large-scale centralized purchase foil, so the unit price is very low, human cost, the number of recruits, most of the original 3C Service center staff, before their work is not saturated.

"The logic behind the free film service is the full internet of store marketing mode", Li Bin said that Suning will continue to use the Internet free drainage means will be introduced to the user stores, and constantly create user access to the store dependence, enhance the convenience of stores and affinity, the formation and the difference between the competition barrier.

Yi View International Vice President Zhang Ju that Su Ning's Internet transformation, store Internet transformation is an essential link, if simple through suning easy to buy or isolated platform beyond the Beijing-East Day cat difficulty will be very big.

"Any one electric company can not have more than 1000 stores, covering the national level 123 cities, Su Ning may play O2O, this is Suning's advantage." Traditional industries should take what they have, disassemble them into separate things, and learn to integrate and organize the use of these resources on the Internet, "Zhang Ju said.