Su Ning: Electric quotient "slot-in" the "Remedial" road

Newspaper reporter Tang Beijing report

Many manufacturers have received the invitation of Suning, next week to Suning headquarters to understand the new changes after the cloud business strategy. "February 21, the main humidifier of the Asia Electric business director Dragon told reporters that his changes are very concerned about Suning, but also want to know how suning online fusion with the line, and Su Ning's business will change.

Affect these appliance manufacturers nerves is Su ning on February 20 issued a bulletin. Suning said, the company will be from Suning appliance (002024, Stock bar) renamed to Suningyun Business, and this cloud business model can be summed up as "Shop + Dealer + retail service provider." Specifically, it is based on cloud technology, the integration of Suning front desk, backstage, fusion line online.

At the operating level, from the cloud business, Suning will build online e-commerce, offline chain platform and merchandise operating three major business headquarters, covering the entity products, content products, service products three categories of 28 business departments, the formation of "platform sharing + Vertical synergy" business type.

Earlier February 17, Jindong said in an internal speech: "There is no line on the line, there is a better line below." From this speech, Su Ning will be the electric dealer's strategic position again promotion.

Su Ning has realized the importance of the line. "In the interview, a well-known electric business analyst Li Chengdong told reporters, Su Ning's understanding of the electric quotient is also gradually changing, the earliest is" line is the complement of the line, "and later developed into" line under the integration of online ", now, the status of the electric business is higher than offline.

Does Su ning miss the electric business development golden age?

The relationship between the line and offline positioning changes also reflects the electrical quotient of suning "slot-in" mentality process.

"Suning easy to buy missed 2010 years, 2011, the two years of good time for the development of the electric business." "An early entry into the electrical appliances brand dealers told reporters that at that time, the promotion of electricity business costs, operating costs are relatively low, early entry enterprises will enjoy the advantage of the first."

The two years of the 2010 ~2011 are a good opportunity for the development of electricity dealers. At that time, whether it is the electric business platform, or brand, on the electric Shangdou still in ignorant learning. It is understood that the first wading electric dealer's traditional manufacturer is about 2009 years. Camel, for example, entered Taobao in April 2010, by the end of 2010, the sales of its electricity quotient is about 20 million, and to 2012, its full year of electricity sales reached 600 million yuan, only the day of the Singles Day promotions on more than 100 million yuan.

Take Jingdong as an example, according to the true data published in the media, in 2007, Jingdong's turnover of only 360 million yuan, and from 2007 to 2010, the annual growth rate of Beijing east is 350%, 266%, 203%, 155%, to 2010 years, Jingdong turnover of more than 10 billion. 2011, Jingdong's turnover reached 26 billion.

But in fact, as early as in 2009, Suning Appliance Online Mall was renamed Suning easy to buy, after the beta, February 2010, Suning easy to buy formal online. From the point of view of time, if Su Ning began to develop electricity quotient, then it is not too late.

But for two years, Suning has been unknown. It was not until 2012 that Suning began to introduce traffic from the Internet and started the business of the electric business.

Li Chengdong Analysis said, the development line, it means to rob their own offline store market share, in Suning is also the right hand to peer. At that time, the offline business is still growing, and is still profitable, Su ning hard to resolve to vigorously develop the line.

When 2012 years passed, the giant was finally awakened. "2012 offline retail revenue began to decline, is a major inflection point in the home appliance industry." "This has brought a fundamental crisis to many home appliances," Li Chengdong analysis said.

Suning in the three quarter of 2012 years ago, the revenue reached 72.4 billion yuan, up only 7%, and the total profit of 2.95 billion, year-on-year decline of 36.54%. Among them, Suning's comparable store (meaning January 1, 2011, as well as previously opened stores) sales revenue fell 10.11%. As of September 30, 2012, Suning's stores totaled 1707, down 20 from the end of 2011. Among them, Suning active close 100 stores. This is the first time in the development of suning for many years.

After seeing such a bad situation, Su Ning was forced to make a decision. Li Chengdong said, such a determination some "broken wrist" taste. In the absence of external environment, a person, or a business is difficult to consciously abandon those who are currently making money, large scale, but no prospect of the "cash cow" business, and to choose the life of the "star" business.

Electric dealer short Plate Frequency Dew

Since the beginning of the book War in early 2012, Suning easy to buy in the electric business stride fast. In the inventory of Suning easy to buy 2012 years of performance, Suning chairman Jindong has said that Suning easy to buy performance is more satisfactory.

Suning easy to buy External said, 2012, Suning easy to buy entity merchandise sales reached 15.216 billion yuan, virtual product sales reached 1.5 billion yuan, red children's sales amounted to 1.62 billion yuan, the overall reached 18.336 billion yuan, an increase of 210%.

However, in many of the electrical business industry, Suning easy to purchase suppliers, as well as the end user's eyes, suning easy to buy in the run still left a lot of short plate.

"In the 2012, Suning's development did not grasp the rhythm of the electrical quotient, in the premise of the first assessment of sales, in the supplier management, user experience, supply chain efficiency and so on are not satisfactory." "Li Chengdong said.

A well-known large household electrical appliances dealers told reporters, Suning Tesco will be branded online sales of goods sold to the line, which will disrupt the brand's channel system.

Although, we are not happy, Su Ning will originally belong to the line of goods to sell, but there is no way. "The well-known large household electrical appliances dealers complained that the current electrical business in the entire household electrical appliances industry, the proportion is still very small, brand manufacturers can not borrow electricity channels and suning, gome such as the line under the channel to negotiate.

And each open platform, because Suning easy to buy the time of formation is shorter. Early 2012, daily necessities, clothing, shoes and other categories have access. But a year has passed and the omissions on the open platform have emerged.

Although, in the home appliance business Open platform, Suning is the smallest cost, but there is no traffic, bring little sales. "A well-known footwear leader told reporters that 2012, a large number of brand operators settled in Suning, but because there is not much traffic, the final sales" a handful ", many brands have not specifically responsible for suning easy to buy the team.

"Suning easy to buy the bigger dilemma lies in its backstage docking is not perfect, its electric Shang still need to improve." "A shoe electric business general manager told the reporter, July 2012, its electric dealer's technical personnel had submitted to suning to purchase the smooth docking request, because, this company hoped more timely, dynamic grasps the commodity the sale, the distribution situation." But then, the reply of Suning is no more.

In the electric business operation, Suning is also a very

More homework to be mended. According to a person in the electric business industry, in the promotion, some categories in the warehouse is not goods, but the site is still normal sale, which makes a lot of customers under orders can not receive the normal goods, or 1 months, half a month after receiving the goods. "This is not the thinking of the electrical quotient, in a way that hurts the user experience." "said the electric business personage.

Not only that, in the Logistics distribution link, suning easy to purchase in the warehousing layout, freight transport needs to be optimized. The electric business personage said, in addition to everyone electricity, suning easy to buy many of the category of delivery cycle long, many goods are Beijing orders, need to send from Shanghai to Nanjing Central Warehouse, and then sent from Nanjing warehouse to Beijing.

Although Su Ning also actively explores the electric quotient, but Su Ning's thought essence is the store logic, in the cooperation, also will be affected by the store thinking. "A small household electrical appliances dealer told reporters that the self-employed is a small-scale, high-frequency, sales of the long tail, but also need their own product sales and warm feeling." And the store is the venue economy, the brand as long as the admission ticket, basically there will be business, the store itself also need not worry.

Suning Electric business continued to "Catch up" in 2013

In the "porous" operation, Suning easy to buy 2012. In addition to business operations, the transformation of Su Ning is also facing the pressure of earnings reports. According to Suning's 2012 earnings, due to the expansion of the easy to purchase business, it introduced more college students and e-commerce personnel, and increased the advertising and promotion of easy to buy. Suning in the three quarter of 2012 years ago sales costs, management costs are 8.566 billion, 1.706 billion yuan, compared with the same period in 2011, the increase of 28.21%, 23.13%. Ugly earnings, so that the capital market has a lot of opportunities to short suning.

According to the China e-Commerce Research Center released the "2012 China Network retail market data Monitoring Report", as of December 2012, China's consumer market (including platform-style and independent sales) on the day Cat Mall accounted for 52.1%, Jingdong accounted for 22.3%, and the third-year Su Ning Yi accounted for only 3.6 %。

Faced with such a gap, suning can only catch up with the purchase, there is no other way. February 21, Suning announced that the original operation of the independent subsidiary of Suning easy to buy scattered, set up suning E-commerce operating headquarters. This year, Suning is engaged in e-commerce personnel scale from the original more than 5,000 people quickly expand.

This year, Suning easy to purchase the focus is to tamp, including commodity category, supply chain, logistics, users and so on. Li Peng, the brand manager of Suning Tesco, told reporters that, in addition to maternal and child category, daily necessities, clothing will continue to be suning 2013 "remedial" focus.

With the days of the cat, Jingdong, Xun platform, "slot-in" Suning easy to purchase began to use radical category expansion to catch up. September 2012, Suning Yi purchase with 66 million U.S. dollars to buy red children, intended to supplement their mother and child category. A person in the electric business industry said, although Suning inside also felt the purchase of red children's price is higher, but in order to supplement one of its operating category, to win the competition time, eventually chose to buy. In the end, 2012, the red children to Su Ning Yi purchase contributed 1.6 billion yuan revenue.

In daily necessities, clothing, shoes and hats and other categories, Su Ning will take the self-employed, or investment to operate the way.

"Before, Suning is online and offline independent performance assessment, in order to achieve performance, both sides will scramble for resources." After this change, online and offline integration accounting. "A small household appliance brand dealer who supplies Suning to Su Ning tells the reporter. Although this solves the internal conflict, but for the supplier, this will be wired and offline, the hidden worries of goods, undermining its original offline channels.

In addition to the suppliers concerned about the unified management of the problem, some small household appliances mentality is also changing. "Now, in the field of small household electrical appliances, some of the purchase cost of the platform is often lower than the purchase cost offline." Suning's procurement has no advantage. "A well-known small household electrical appliances brand owner told reporters that in the sales scale, cash flow, gross margin of these three elements, the supplier often first consider the cash flow, sales scale, the third to consider the gross margin. The electricity merchant's account period is shorter, some electricity business platform or the cash settlement, this lets many suppliers be willing to cooperate with the electricity merchant.

A clothing class electric dealer tells the reporter, 2013, the day Cat, the Beijing East Open platform's expense will be soaring, if suning easy buys the flow to be able to do, then, because its open platform is nearly 0 cost to settle in, then the brand merchant also is willing to settle in.

In addition to tamping the category, in the supply chain, user experience, Suning will also make up for deficiencies.

"This year we will put the entire logistics into a business group, the focus is to reduce the logistics costs of small pieces." Everyone Electricity Logistics unit price is high, but because localization does better, this makes its single piece of freight not very expensive. Jingun said that to reduce the cost of small logistics, the first thing to do is to localize, reduce trunk transport, but which goods into the 12 central logistics warehouses, which enter 64 warehouses, these need to optimize the supply chain. The second is to improve the operational efficiency of each Tancang, using information, mechanization and automation to pick goods.

According to Jingun introduced, Suning easy to purchase through the online accumulation of 20 million members. All of the trading tracks that these customers browse are in their own systems. Through this two years of operation, consumers on the internet shopping, consumption habits, can form a set of business models. Moreover, Suning also classifies customers through service preference. Based on these data, personalized recommendations can be made.

"The business of the electric business is not 3 to 5 years, but a long war, which spells endurance and ability." In the short term, Suning will encounter a lot of bumps, and in the long run, Suning still has the opportunity. "A small household electrical appliances dealer told reporters that the implementation of Suning team strong, resource reserves abundant, coupled with its determined electric business revolution, there are many opportunities."