Su Ning: The bitterness and helplessness behind the electric quotient

Online Price below ... Su Ning sacrifices "kill recruit", the sword refers to Jingdong and the sky Cat. Suning in the release of Q2 earnings, sales of 5.28 billion yuan, although with the previous estimate of 5.9 billion yuan has a certain gap, but compared to Q1 only 1.923 billion yuan income, more than doubled. Circle people know, suning easy to buy Q2 performance growth, 6.18 work not.

Taste the sweetness after the Su Ning, in the line of the same price of the "kill recruit", again put words: The second half of the sales 15 billion! Suning Electric Appliance Vice Chairman Weimin again to the market thrown a balloon, that is, suning easy to purchase the second half of the quarter of the revenue of the quarterly composite growth needs to maintain 50% and above.

The power of the electric dealer, and Jingdong, Su ning. July, Suning Chairman Jindong Personal Equity Pledge, Xiang Hongyi financing 4.7 billion yuan, for suning easy purchase expansion. Media reports say Jindong all his identities on the electricity business. As everyone knows, suning gambling electric quotient behind, more is bitterness and helpless.

Su Ning with multiple extrusion

The rise of the electric business, is squeezing suning and gome such traditional appliance chain giant survival space. Suning's 2012-year performance Express showed that the first half of Suning's net profit was 1.745 billion, down 29.49% from a year earlier. The same period, Gome released its first interim earnings loss since 2004.

It has to be admitted that electricity dealers are eating away at the market share of traditional retail companies. In addition, Su Ning is still suffering from the squeeze from the manufacturers, this is a little-known but related to Suning's future a huge crisis.

Careful people will find, whether in the north-canton such a first-tier city, or in the three or four-line city, more and more gree air conditioning stores, the United States air conditioning stores emerged in the city's commercial center. In addition, Haier and Hisense and other household appliances giants are also in the distribution channels, suning to channel control of the right to speak is being weakened. Home appliances manufacturers personally supervised channels, the intention is very clear, to get rid of suning and gome and other household appliances chain giants rely on.

All along, Suning and gome by virtue of their own channel advantages, not only gree and the United States and other home appliances manufacturers have got the right to bargain, but also to the appliance manufacturers to collect a number of PEI's entrance fee. Fierce competition, home appliances manufacturers have become Su Ning and gome employees. In order to get rid of Su Ning's dependence, gree air conditioning and the United States air conditioning began to develop their own sales channels nationwide. Now, is the nine Yang soya-bean milk machine Such small household electrical appliances enterprise, also personally supervised channel. As a result, Suning's channel advantage gradually loses, and the bargaining power of discourse is weakened. It is not difficult to imagine, once the network of electrical appliance manufacturers to improve, Su Ning's future worrying.

In addition to the pressure from home appliances manufacturers, rivals and electric dealers, Suning also faces the double pressure of rising rents and declining store sales. Su Ning is now in a multiple squeezed space, is internal and internal. To the online transformation, Suning is the only choice to break the bureau. However, the transition to electricity dealers is also a bleak prospect.

The prospect of Suning electric business

Admittedly, Suning's easy to buy performance is very beautiful, the first quarter of sales less than 2 billion, the second quarter has reached more than 5 billion. But what about profits? Like other electric dealers, Su Ning is also a loss to buy market share, also did not get rid of domestic electric business unspoken rules. The most important thing is, as a from the traditional retail industry across the field of the electric business of the giant jaw, suning in the field of electrical business is definitely a layman.

Today, the major media have published Suning Vice Chairman Weimin shelling Jingdong is a MLM report, attracted a number of VCs. According to Weimin's logic, many electronic business sites rely on investors ' money to do promotions, which in turn attracts second-and third-wave investors to continue to invest, which operates in the form of MLM rather than promotions. Su Ning is now also to promote sales by low price promotion, whether there is also attract investors suspected of it?

It's funny that a senior executive throws such an absurd theory. From this point of view, Su Ning's understanding of the electrical business is very little. Weimin shout out the second half of the sales 15 billion slogan, many people questioned how suning easy to buy how to spell out 15 billion? In marketing and channels, the BoE's advantages need not be more. In this respect, the new seven-day Electric network CEO Zuoyingjie revealed that a lot of electric dealers and suppliers to achieve "step price", although the procurement scale than Suning, Gome, but there is no prototype loss, the entry of promotional fees, and even the price of the goods "arrived" chain. From this point of view, the price advantage of Jingdong far more than Suning. Su Ning advocated line on-line same price, and self-mutilation is no different.

Compared with Jing Dong, Suning's advantage is where? Weimin, a vice chairman of Suning, said that the operating cost of Tesco is less than 8%. The operating cost of Jingdong is 8.4%, which is comparable with Su ning. With the expansion of Suning easy to purchase product line, customer unit price lower, operating costs higher is also inevitable.

Objectively speaking, suning transformation Electric business is a bit radical. After years of fighting, Jingdong in the cost control and marketing has accumulated rich experience, and suning in the field of electricity or a white sheet. There is no talent, there is no vendor support, suning blindly burning money to promote sales strategy, is undoubtedly a one-way road.

As an old home appliance chain Enterprise, Su Ning used to dominate one side. Changes in the market, the user is changing, and Su Ning is a rut. At present, suffer from the multiple extrusion of suning transformation power, there are bitterness, but also helpless, after all, the electrical business this road is not so flat. Rushed into a field, Su Ning obviously did not know to pay the price far beyond their own imagination. Neither knows nor knows, is there any reason to fail?