In the end why the transformation of suning power is so difficult to break through?

From the surface, suning in the country has more than 1600 stores, as well as a huge storage system, which can be said that Su Ning to the Internet to transform the precious resources. It turns out that Su Ning didn't make good use of these resources. On the scale of the first large logistics system of Suning, its logistics and distribution experience was lost to the Jingdong, which is the best proof of Suning's understanding of the deviation of the electrical quotient.

Indeed, Suning's warehousing and distribution system is superior to Jingdong, why logistics experience less than Jingdong? Traced back, logistics and distribution needs a strong IT system support, this is Su Ning's soft rib. To give a simple example, after the user orders, Suning's IT system is difficult to order under the physical store, because online and offline are two sets of systems. Of course, this is just a point of Su Ning's understanding of the deviation of the electrical quotient.

In the most important power flow import, Su Ning's performance is worse. Although every time electric sales promotion suning never absent, but suning line of traffic, and did not continue to grow, but the promotion ill-concealed volume soared, after the sale of traffic plummeted. In the first half of this year, suning in the flow to do the most reliable one thing is free film, but the implementation of ineffective so that this strategy eventually failed miserably.

In general, Suning does not understand the needs of netizens, more unclear how to import traffic, how to do a good job logistics and after-sales service. The serious deviation of the understanding of the electric quotient caused the business of suning to decline continuously. Physical store business, also by the electric business frequent low price promotion injury.

The second reason for the unsuccessful transformation of suning power is the lack of core competitiveness. As we all know, when the core competitiveness of the book, Beijing East's core competitiveness is 3C home appliances and logistics, the core competitiveness of the cat is clothing. So, what is Su Ning's core competitiveness? Since the start of the transformation, Suning has not created its own core competitiveness, has been playing the role of the follower. Engage in Internet finance, do virtual operators, push intelligent hardware, suning are engaged in, but every kind of did not do fine. To imitate others blindly is the reason of the lack of Su Ning's core competitiveness. Without the core competitiveness, Suning electric business How to foothold in the field of electrical business has not been based on Su Ning, transformation of the work is inevitable.

The third reason for the unsuccessful transformation of Suning is the failure of the Electronic business platform and offline resources integration. Early, the price war of Suning easy purchase, on the offline entity stores have a strong impact; later Suning launched the line under the same price strategy, the offline entity store impact weakened some, but the promotion of suning easy to purchase, erosion of the offline entity shop profit, after all, offline entity shop costs far higher than online.

How to deal with Suning easy to purchase and offline entity store resources, become the key to Su Ning's success. In view of the current situation, Su Ning does not seem to know, how to the electric business platform and offline resources truly integrated, play offline entity shop synergy.

From 3u Push Forum http://bbs.3utui.com/