Four questions of Suning "Hundred Days Battle"

Recently, Suning frequently make market adjustments, but every adjustment will be criticized, it should be the sentence "Red is more than", or moved who cheese, also may be to Su Ning has steel feelings, of course, may also be in the consumer.

What is the Su ning who is dormant for two years?

Two years ago in August, Suning and Jingdong a power business war, let Suning easy to buy into the eyes of many consumers, Su Ning's rapid growth also let the industry for the Marvel, however, in the next two years, Suning electric business seems to be stuck in the growth bottleneck.

But this also depends on who compared with Ali, Jing-dong than Su Ning is still backward, but the turnover of suning is still more than when, Amazon, 1th stores, such as the old electric business enterprises, and even ahead of the former rival Gome's electric business development, can say that Su Ning has now sat the industry old position.

Of course, this is not the arena, but the battlefield, the industry's third meaning is small, become the industry's first is the goal of Suning, but the past two years the development of Suning does not seem to be smooth, the reason is that "the internal electric business infrastructure is insufficient, the external market changes frequently."

From the development process of suning easy to purchase, it was driven in the 2012-year electric dealer outbreak period, this year Taobao announced GMV broken trillion, and this year suning easy to buy high-speed growth, turnover exceeded 20 billion. But behind the high growth is the high test of the electric-business infrastructure, Suning easy to purchase in the site construction, supply chain management, logistics efficiency, after-sales service and other aspects of the situation, so from 2012 onwards, whether the industry's public opinion or consumer markets are beginning to blame Suning easy to buy, Suning is also starting to slip into a temporary growth bottleneck.

The last two years of the electric business explosion is a good time to buy suning, but also bad times, on the one hand, suning easy to buy rapid growth, on the other hand, let it fall into the embarrassment of inadequate infrastructure preparation. Ali and the development of the Beijing-east, the electricity market is relatively smooth, consumer demand for electricity business services are not so high, so the two sides of the basic construction of the orderly do very solid. Compared to Ali and Jing Dong, before the construction of suning on the basis of electricity is weak, especially in the high-voltage environment of the electric business explosion was exposed, so, in the past two years, suning in the continuous improvement of the basic construction, change the system, build logistics, digging talent.

The rapid change of external market also brings the problems to the development of Suning electric business, the two-year electric business market theme constantly changing, from 2012 to spell the price, to 2013 O2O, and then to 2014 spell, a series of market changes need suning constantly make adjustments, and each adjustment will consume part of the labor before the results. However, the market changed to change, and finally let the industry was considered to be a burden on the Suning line stores into its most valuable core assets. O2O tide, once again gave Suning opportunity.

This year's 818 for Su Ning speaking, is a very crucial battle, in the past November is Ali, June is the east of Beijing, and August is suning easy to buy signs, two years ago, a electric business war let Suning easy to buy a war fame, Two years later today, Su Ning can again become the industry's public opinion and consumer market focus on the performance of August.

Suning in August launched the "Hundred Days" is the best time to reshape their brand image, the big promotion will again attract a large number of consumers, to let these consumers feel that suning changes can become its supporters, rather than the previous dissatisfaction and lost again.

This two days suning red envelopes in the micro-trust Circle of friends, 30 million rolls of paper products by housewives crazy Sweep, this is for Su Ning's "Hundred Days Battle" opened a good head. Tactically speaking, the "Hundred Days Campaign" on the one hand is doing promotional activities, the aim of the three-month promotion is to release the cat in advance 11 of the amount, on the other hand, is a display of suning logistics, after-sales service opportunities, the formation and Jingdong in the logistics of comprehensive competition in the situation, on the last kilometer open "blitzkrieg."

Four questions of Suning "Hundred Days Battle"

Su Ning's "Hundred Days Battle" has four questions, first, the impact of sales, reshaping consumer awareness; second, the Early sniper day cat double 11; third, with Beijing East Competition logistics; four, Suning O2O to accept market testing.

The Hundred day battle, as the name suggests, Suning's activity lasts for 100 days, that is, a quarter, a quarter of promotional activities impact the significance of sales is very obvious, and each more sell a commodity is Su Ning and consumers a communication, each communication is to allow consumers to understand the opportunity of Su Ning, in the era of electricity, brand is not playing advertising, But to do a good job of service, the Hundred Days battle can let consumers to Su Ning has changed is the most important questions.

Second, Su Ning and Ali's competition is more and more obvious, Jindong has a dominate the retail market giant heart, so Ali is already Su Ning's biggest goal. Hundred Days will not have a fatal impact on the cat, but at least can dilute part of the cat double 11 of the sales, especially the two-Year-old cat in the power of the development of the Electric city, Suning's Hundred Days battle is undoubtedly at this time to curb the growth momentum of the cat Electric City. Opponents less a point, that is, one more points, early sniper Day Cat is one of the important tasks of Su ning.

In the logistics and the Beijing-East contest, is also the Su Ning Hundred Days battle one of the highlights. Logistics has always been the Beijing-East is proud of the place, but the logistics development to a certain extent no longer have room to rise, also said that only waiting for competitors to catch up. Suning from three years began to invest 15 billion to build a logistics system, so far throughout the country's logistics engineering has been completed, starting from August will be launched "Half-day Tatsu", "Fast Tatsu" and "three-day", "Night Send", "Time to send" logistics services. In theory, suning in the country's major and medium-sized cities logistics and distribution capacity has been basically the same as Jingdong, and the Hundred Days battle is used to detect the actual effect.

Finally, the industry has many expectations of Suning O2O, but the real O2O mode development is not so easy, although Suning has a strong offline advantage, but Suning O2O is still in the groping stage, theoretically, O2O very have market prospects, and from the actual operation, O2O still have a lot of problems to solve. The Hundred-day battle is the Su Ning line at the same time the next O2O attempt, the final effect or will affect the market to O2O actual value of the view.

Four questions, 25 points per road, you expect Su ning can answer how many points? Interested, can be in the Hundred days after the battle back to look at this article, to Su Ning for a grade, compare to see whether Su Ning has made great strides.

Wen/Wang Liyang

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