Su Ning Jindong why reneged?

This time, Jindong "reneged".

"We can't just stare at a momentary sensation and promo effect. "At the beginning of this year's Suning spring deployment meeting, Suningyun Group Chairman Jindong words more like the previous hand-to-hand of the promotional war of Reflection." Ringing, Suning but high-profile launch "Hundred Days Battle", August 1 from November, Jindong personally sits in command. The first service of "8 18" as the key node of Suning Tesco store was concluded, according to the deployment, there will be the opening season, Mid-Autumn Festival, National Day ...

According to Su Ning's plan, "8 18" will be beaten to create with Jingdong "6 18" and Ali "Double 11" as the domestic three major electric business festival. Corresponding to this, in China's electricity business map, Suning is suffering from the two giants of the squeeze.

Jindong the 3-month chain-style promotional war described as "Devil's Schedule", hopes to inspire Suning's greatest potential. This service or not enough to turn the tide, but can give the difficult transformation of suning rectification.

How to break your promise

Suning urgently needs a tough battle, to its own organizational structure, channel integration, logistics and distribution, such as a comprehensive trial and error.

Compared to market space, Su Ning now needs more time, even a right time point.

There seems to be nothing more appropriate than "8 18", this is an opportunity-the new listing of Beijing-east, shareholders on the demand for profit to some of their hands and feet, unable to "6 18" after the launch of a large-scale promotional campaign; Ali is in the quiet period before the listing, not to be high-profile; Gome in addition to through internal mail from time to time out some malicious words, for line under the fusion is still Troming.

The main opponents vacated the market space, Suning himself also won the opportunity to catch breath, the recent release of its first-half earnings, significantly better than the market expectations. In the second quarter of this year, suning business income decreased 0.14% year-on-year growth of 23.71%, including online sales on the chain of 50.97%, has kept investors worried about the loss began narrowing. It is noteworthy that the first half of suning optimize the store structure, increase the tertiary market layout strategy is very effective, offline sales revenue decline to 4%, while starting to support online business recovery. This also gave jindong to the emboldened.

In a few months ago Suningyun 2013 shareholder meeting, Jindong has said that the future "vigorous action may be reduced, but in the details of improvement, experience optimization, etc. will gradually increase." This is like a newly completed building to begin the interior decoration, to bring a pleasing experience still need more fine carving. Suning urgently needs a tough battle, to its own organizational structure, channel integration, logistics distribution, after-sales service, information systems and customer experience to a comprehensive trial and error.

Su Ning wants to complement his short board in the actual combat, at the same time show outside his muscle.

A battle that must be fought

To logistics and user experience as the center of Suning, more eager to play a value war, pulling performance growth has been put to the second seat.

In the past, a wide range of electric business wars have been the same as the price war. For the price war, Suning is an expert. Back to the 2011 "Bloody Tuesday, the whole audience 50 percent snapped up" slogan, so far to want to make people's heart rate accelerated, 2012 "Super 0 Yuan purchase";

In the traditional retail industry for the King of the era, the price of the sword. However, for electric dealers, the way of special drainage is not as effective as imagined, logistics capacity and service experience is the best method to win. Precisely these two points, Jindong admits, compared with Beijing east, Ali existing deficiencies.

This year, suning "8 18" theme is "save money, save time, worry", but from the tactical implementation point of view, but is focused on the latter two aspects of the corresponding logistics and user experience. In other words, suning more eager to play a value war, pulling performance growth has been put to the second seat.

"8 18" issued 1.8 billion yuan micro-letter red envelopes behind, Suning is intended to rob more incremental users to better experience to attract new users to join. In the consumer "HI" at the same time, suning through the micro-letter, the use of people interconnected with the chain reaction, accumulated a lot of popularity, achieved more than the price and advertising better results.

Suning expansion of the Half-day Tatsu, in addition to individual more remote cities, the user on the day before 11 o'clock in the morning, Suning logistics can be delivered in the afternoon. The rapid and three-day delivery was also fully implemented in August. Suning Logistics Responsible person revealed, Suning Express also in the "8 18" period of comprehensive dress up, and the introduction of garbage throwing, express box environmental protection and other differentiated services.

Suning's idea is to create a value through "8 18" or "Hundred Days"--consumers can enjoy more convenient and simple shopping--the cornerstone of which is O2O user experience optimization and logistics network improvement. From a certain point of view, this battle Su Ning must fight.

Stimulate the nerves.

Suning Inspection line under the coordination of the user experience and requirements to design products, services, the original intention has been basically achieved.

Single-Day order volume breakthrough 2.2 million, sales growth of 390% Year-on-year, the peak of activity at the same time the number of online 13 million, express delivery rate of 98%, the new registered female members nearly 6 million, micro-letter red envelopes attracted a cumulative 50 million participants ... This is Su ning hand over "8 18" first day report card. Suning Inspection line under the coordination of the user experience and requirements to design products, services, the original intention has been basically achieved. And this kind of active attack also let the opponent's nerves suddenly tighten.

First look at Gome, the first half of the earnings looks very beautiful, but in the context of profit growth, the overall revenue has met the ceiling. The lopsided growth of "abandoning the future" is at the expense of online businesses that represent industry trends. Analysys International released the second quarter of this year, the domestic online retail business share data show that Gome online accounted for only 1%, by Suning easy to buy far away. By analyzing the data in the past two years, we can see that Gome's growth is almost stagnant and its revenue is now only half the size of suning.

In Suning "8 18" Start a few days ago, gome high-level release ruthless words, in the second half of the full beyond suning easy to buy, the killer is online below the price of the whole is lower than jingdong. This refers to the East dozen west, four enemies of the strategy reflects the future development of gome high-level confusion and entanglements. And when its "imaginary" suning in the user experience as the core to create a shopping carnival, Gome and stubbornly again shirtless launch price hand-to-hand combat. This is like a cold weapon hitting a nuclear warhead, the ending is self-evident.

Look at Jingdong and Ali. At present, the domestic company, Ali, Jingdong, Suning easy to buy pillars has become, suning easy to purchase strength is relatively weak, in the confrontation with the former two in the defensive. The user experience and the logistics efficiency are the two points that Su Ning easily buys by the user, is also its can break the existing market pattern even realizes the key which the go-ahead. At present, it occupies three work of Su Ning's center of gravity, improve the ability of supply chain transformation, optimize the O2O fusion experience and construct the logistics network without pointing to the above two points. "8 18" has become a litmus test of its effectiveness.

Su Ning's "Hundred Days Battle" from August straight to "double 11", before the "6 18" Jing Dong record than expected, then will enter the entrance of Ali feel the pressure?