Su ning crevice Survival: improve the online proportion of Internet thinking to do electricity business

Tencent Science and technology news Wang prosperous May 27 report

In the home appliance chain unified pace contraction line store, Suningyun in May 25 on the media open day to release the slogan, plans to 2020, Suning appliance entity store will reach 3,500. Su Ning thinks oneself is not bigotry or narrow-minded, Suningyun vice Chairman Weimin accepts Tencent Science and technology interview explain, "not we prefer entity retail, but the experience that the entity store brings to the customer cannot be replaced by the net purchase platform." ”

To achieve China's "Wal-Mart + Amazon", online and offline will become an integral part of Suning's future. In the absence of a good combination of the two, Su Ning is back belly embattled. Online, Taobao, Jingdong, and later Xun Army armies, let Suning easy to buy into a continuous loss of the situation. Su Ning now faces the worst of times. "Weimin said, and let him feel hate is the competitor does not follow the pattern the card, this kind of flushes the flow, the sale does not pursue the profit the athletic field to see the end point.

Worse, the line is continuing to hit the traditional retail sector. The soaring prices, house prices and labor costs have led to a sharp reduction in profit at the bottom of the line and even a loss. Weimin said: "This situation will be from now until 2015 years." ”

How to survive the cracks?

Offline: Increase the proportion of self-built investment in real estate

Home appliance chain is focusing on the peak of closing. According to Gome (micro-blog), Suning last year's earnings show, Gome Group 107 new stores, close 137, suning home and abroad to replace/close the chain of 182, can be compared to store sales revenue year-on-year decline of 12.38%. Even in China's foreign brands in the United States Best Buy, Japan Yamada Motor, Germany million city, positioning the high-end products, through the promotion of the difference in the shopping environment to attract consumers, it is difficult to escape the fate of the withdrawal of the Chinese market.

But it does not seem to reduce the enthusiasm of suning for the expansion of the offline stores. Su Ning in Tibet in Lhasa last week's press conference, Weimin foreign interview, said Su Ning will increase the construction, acquisition and development of the property, this proportion will be raised to at least 10% of the overall storefront, the target is 300.

It is reported that the Suningyun business has increased the real estate investment in the last two years. From the Suningyun 2012 earnings show, suning investment property amounted to 1.4 billion yuan, an increase of 50% last year. Some potential commercial real estate projects have surfaced in Suningyun's electronics and Tesco's layout. 2012 under construction including Wuhu, Changzhou Wujin, Beijing Jing Fang Suning Plaza, as well as Shantou, Huzhou, Beijing Chaoyang Suning Electric Plaza.

The announcement indicated that in 2012, the Suningyun group had converted houses and buildings with a book value of about $657 million to rent.

A person who declined to be named told Tencent Technology that the Suningyun 300 new stores were in the same vein as their planned commercial real estate projects. As the Suningyun and Suning Real Estate's largest shareholder of Jindong, the two companies are more frequent and close exchanges. Suningyun a notice that the company intends to "Suning real Estate Group" lease its located in Nanjing Huaihai Road 68th, Suning Electric Plaza, 1-6-storey property, used for the Expo Super flagship store business management.

A securities analyst said, Suning Appliance rental suning Property development, not only to ensure the long-term stability of property leasing, more easily let Suning line to expand into the local core business circle. More importantly, "the appreciation of real estate projects will create profits for listed companies." ”

In the future is not difficult to see, Suning line stores are looking for a new profit support point, rather than simple product sales. Weimin has disclosed, in the building Suning Plaza, Suning Life Plaza, Suning flagship store, such as Suning pure Professional shop based on, we are also building other brands of professional stores, and at the appropriate level to carry out the extension of development. "Form a collection of various specialty stores in a square business." ”

"This is like Ikea, Wal-Mart, through its own property, to attract a group of catering, clothing, food and other categories of merchants settled in to create a shopping complex." "The above people believe that suning electric promotion to attract passenger traffic, and the greater income is rent."

As its largest retail map, Su Ning is unwilling to be reduced to a wage earner in the future. The future of the retail market discourse power by the real estate operators to manipulate.

Jindong may be trying to shift the intangible asset Company, which is mainly retail, to the heavy-asset company, which has a more lasting vitality.

Internet thinking to do electricity dealers to achieve the same price online

Through offline expansion to gain a stable source of profits and liquidity at the same time, how to put the advantages of the line above the competitors. Su Ning is actively looking for the line under the integration direction. "Now suning positioning is not a physical store is not e-commerce, but an internet company." "Weimin said. Although this is considered by the outside world is only a new word that Su Ning throws to the outside world. But Suning is trying to change the way it has been interpreted as not to break away from the nature of traditional retailers.

In the mobile internet age, physical retail stores are unlikely to grow in isolation. If the past online shopping crowd and physical store crowd is two different groups of people, then in the mobile internet era, the difference between the two groups is getting smaller, consumers will be a new behavior: in the physical store through the phone online parity.

Line below the channel the same price will soon be realized. Since this year, Best Buy will be online with the same price as an important strategy, 80% of consumers through mobile terminals for parity.

In the era of "price parity", if the entity retail does not change, will be hit by the net purchase.

The future consumer shopping path can be divided into four kinds: storefront, PC end, mobile end, intelligent TV end. To get the four-port access, the price is the basis. If the price of each channel is different, it is tantamount to luring consumers to choose a channel.

"E-commerce companies are high capital investment, some enterprises do seven or eight years, invest billions, still in the loss." This is certainly a pressure on retail companies, e-commerce companies with investment subsidies to spend, will certainly be part of the physical retail squeeze away. But if physical retailing adopts the same pricing strategy, the bubble will surely collapse because the investors in the electricity business are not bottomless. "Weimin said.

Weimin that the line with the same price is inevitable, the reason for the present difference is caused by two factors, one is the supply chain, channel formed a certain difference. Line under the price difference in the industry, there are agents and retailers and other intermediaries, agents through a series of goods to expand the size of sales. In the entity channel only, the string goods difficulty is big, after the network channel appears, the agent may make the retail on the net.

But with the development of the Internet, the channel flattening is inevitable. Agent pricing functions will be shielded by suppliers and manufacturers. If there are agents, the most is the role of logistics, money platform, no longer determine the price. "Weimin judged.

At the beginning of this year, suning organization structure adjustment, Suning purchase no longer undertake procurement sales function, but by the commodity Management Headquarters unified procurement, Suning easy to purchase (E-commerce business headquarters) and offline shop (chain platform operating headquarters) as two parallel sales channels, pricing right in the hands of commodity management headquarters.

In order to solve the problem of possible conflict, Su Ning takes a localized accounting method, taking the district as the unit, the user will be counted into the area regardless of line or offline shopping.

After the integration of the Organization, but also through the system to achieve automatic price adjustment, rather than artificially price adjustment, this is what Su Ning is doing.

In the new plan, the physical storefront has changed position. First, the real store will be Internet, virtualization. For example, in the past a 3000-square-metre storefront, a sample of 6,000 SKUs has been the limit. Store Internet, and online access, you can virtual out of the kind of purchase to the online equivalent of goods.

Second, the entity store will be in the online sales platform integration, providing forward, reverse logistics, providing the local services to the flower.

Line online below the channel to get through, will appear this scenario: User A in an office building online purchase, near the entity store goods, within 10 minutes can be served. On the one hand the cost of logistics did not increase, the other side of the delivery speed increase. "For us it's just a store pickup." But it would be expensive for competitors to do that. Said Li Bin, an executive vice president of Suning and Tesco.

Open Platform and localization

The open platform and localization will be the key words of suning this year.

Weimin said that the opening includes two links, one is open platform system research and development, now to the final closure stage, June will be online. Second, it is the core of the next step to carry out local suppliers ' investment and make Easy alliance. At present, the investment work has begun.

In the aspect of investment, Suning hopes to combine the advantages of 300 branches and 1700 stores in the country to achieve localization and form the difference with competitors. "To do the complete O2O model, we are most qualified." "said Li bin.

In the future, the establishment of Suning new store will be based on regional population planning. To store as the core, to do the local mainstream brands and merchants gathered, including physical goods and virtual goods.

Localization and the Su ning level three or four market strategy is in the same vein. Weimin said that the three or four-line city is the focus of physical stores, but the actual promotion of suning is not fast enough, because logistics construction is not in place.

Suning plans to invest 20 billion in construction logistics in the next three years, build 60 regional logistics terminals, more than 10 trans-regional sorting centers and multiple transit points.

For localized merchant coverage, Suning will make rules to form curing. For example, local retailers in Nanjing, 24 hours can be covered to Nanjing, Yangzhou, MA On Shan, etc., if the relaxation to 72 hours, it will cover to a further place.

Another example, Nanjing Company can radiate to Shanghai, but compared with the Shanghai company, does not have the time, cost advantages. Suning will make a comprehensive comparison of products, prices, services and costs, and finally form a detailed radiation standard.

Through an open platform, Suning will receive two sources of income: financial services, credit services for suppliers, and supply chain financing. Second, open logistics, through the provision of hardware resources services to obtain revenue.

But these beautiful imagination, all will have to face a focal point: Su Ning can bring to the open platform merchant how much flow, popularity, sales?

Weimin it as "City" and "field" relationship. City is popular, the field is platform. "Must be the first field, after the city." If you do not do the field, the hype, it is nonsense, will never become the city. Make the whole place big and complete, naturally gather popularity. ”

But time waits for no one, competitors will not slow down. Jingdong Mall will launch the "fast up" four-day service, targeted at some of the needs of users, online shopping 3 hours to consumers in the hands of the market will also open the logistics system.

Being questioned about the internet gene deficiency of suning, the transformational Internet company, this year is undoubtedly the key year.

Physical shop, PC end, mobile end, smart TV to buy any one end of suning products.

The essence of the Internet is openness. Therefore, suning transformation of the Internet, will open the physical store, E-commerce, data and logistics resources.