Suning easy to buy the net, currently no

We look forward to Suning's "self-evolution" of the network, but from the current situation of its website "no"!

Key words: Rich

The consumer is essentially retail, and the customer is the most valuable resource.

How to manage this resource well?

L Find professional people, with professional CRM system

L Find professional people, do professional data Mining, then do feasible models and campaign

Obviously Su Ning has this strength, also has this money, then "the rich" has the strength to be able to fix all?

Website status

The problem is many, do not have to do any internal communication with suning easy to purchase the net, see the website can discover the following question:

1, the page is too slow to open, the page opened, the Super Bright Flash page opened in a very long time, my screen in the middle of a dark

2, the area of Flash occupies too large, and the display of activities expressed is not clear, consumers can not see the promotional activities and brand display, and click the Flash ads into the page does not return the button, the loss of consumers will be very serious!

3, the product picture is distorted, the picture is very rough, some homepage product with the landing page main vision product big picture does not match.

4, the entire page color is too complex, easy to cause the consumer's visual fatigue, the focus is not outstanding! The background of the product map should be different from the background color of the website. The background color of the website should not affect the effect of the model map, the product background color should be matched with the product, not a single fixed tone or depth.

5, second kill activities occupy the main page of the visual focus, but the second kill activity did not play to call the consumer registration and become a member role, the second kill products appear low quality and low price, pull down the quality of the entire site, visually appear crowded page, and robbed consumers of the mainstream merchandise attention.

6, the homepage can add some other content, such as consumer feedback, order information and so on. A single display of goods, content is too small, and it appears that the site is very deserted, the brand query function can be queried in the brand too little, to consumers of the customer experience is very unfriendly.

According to Suning official said, "Suning appliance and IBM for nearly five years of strategic cooperation to develop the fourth phase of Suning appliance Online shopping mall, and the world's thousands of home appliances manufacturers, Cisco and other technical cooperation partners, Suning easy to buy through continuous beta and optimization, its basic operating platform has matured.

If the site said "mature", then perhaps the low-level error should not appear on its website, in the browser input www.suning.cn will jump to http://www.suning.cn/webapp/wcs/stores/servlet/ topcategoriesdisplayview?storeid=10052&catalogid=10051 So long directory menu, cheat Superior can, fool users on the wrong mistake, search engine included unfriendly not to say, with Baidu search " Suning ", you can see what jokes!

From the programmer's point of view, the domain name can be pointed to the fourth level directory, making the link display more perfect. The author inquires the whole website, the only can say that the explanation is Suning's technical team, hurriedly on-line, the test version user Data Link direct commercial, but in order to indulge uses the open source Discuz forum User Data Interface, causes the mall homepage the catalogue to make into the four level catalogue pattern.

Let's take a look at the grassroots started the current leader of the "Jingdong Mall", but did not like Su Ning as "wealth" of the introduction of IBM to do a powerful system.

"Suning can introduce IBM, because the chain has been around the world for sixty or seventy years, IBM also has a wealth of information systems implementation experience, but it has not done e-commerce." And only do E-commerce enterprises can make the applicable system, so we decided to develop their own. 2009, I will take 20%-30% of the time in the company's information system development. "This is a passage that Liu said in an interview.

Liu, a program developer, developed a business management software when he founded the company in 1998, when the company was not engaged in e-commerce business. The company scale gradually expands at the same time, Jingdong Mall's information system also maintains the synchronous growth, until now this system has accumulated 11 years. At present, Jingdong Mall light program developers reached 100 people, six months ago Liu also dug a technical leader, and ready to establish a research and development base in Chengdu, and then recruit 50 program developers, the future of this batch of development team will account for the total number of employees in Jingdong Mall 8%.

The "problem" of the overall operation of the website

From the overall operation of Suning easy to purchase network, its understanding of E-commerce still stay in the "Taobao big sellers" level, its independent online sales skills can only be described as "primary".

Suning easy to buy advantage lies in its traditional retail giant suning appliances on the hundreds of billions of procurement platform and strong supply chain support, there is a direct partnership with domestic and foreign manufacturers and long-term credibility to establish a product price negotiation advantages, will be in the brand, product category more than the online shopping mall richer, Price will also have a certain degree of differentiation.

From technology, customer resources, marketing, payment to logistics and distribution, suning easy to buy the entire competition chain, it seems to be new to build, and potential in the will, and by this link more 3C product brands and online buyers attached to the Su Ning Yi Network platform!

Dreams are beautiful, but not so easy to implement, for the following reasons:

1, all to rebuild the network to buy people and 3C brand products to communicate the bridge end of the most important link is with the 3C product brand to realize the real background technology docking, this requires a lot of manpower to deal with goods on the shelves, operations, orders processing and after-sale work, no exaggeration to say that the operation of Suning easy to buy network is a huge physical life,

2, from the market promotion, Suning's BD activities are needed with the Internet media to talk about "that kind of" e-commerce business-minded effect of marketing, which for the sale of billions of of the "big" company, to "haggle over" the acquisition of such marketing resources, in the process of flexibility is clearly not easy,

3, E-commerce enterprises dazzling online promotional form to become a cross in Suning easy to buy a net before the huge barrier, and suning physical store, these promotional activities are not reported by manufacturers, store approval, this need suning easy to buy their own "think".

4, the independent online sales of traditional brand enterprises, whether it is operation, marketing, customer service or logistics distribution, are extremely scarce, each company has a different situation on products, operations, marketing, customer service, logistics and distribution and channel strategy are not the same, Suning easy to buy can be based on their own situation to provide customized services, especially in the network brand operations and customer service, Suning easy to buy the network has a better solution? I did not find the relevant content on the official web!

The "Trouble" of Suning's Easy purchase network

At least in the author's eyes, Suning easy to buy nets do a very "blind", suning easy to purchase the network does not reflect its service "Customer resources" heart, but everywhere shows the intention to stifle competitors.

January 25, suning Electronic commerce platform, Suning Easy Purchase network officially announced its three-year development strategy. According to the company said, easy to buy the basic operating platform and the external promotion conditions have all matured, suning appliance will rely on its own huge procurement and service network, the formation of 1000 of people's business professional operating team, to form an independent procurement, independent sales, sharing logistics services as the characteristics of the operating mechanism, Strive to use three years of time to make suning easy to purchase the network occupies more than 20% of the state Grid market share, to build it into China's largest 3C home appliance consumer website, strengthen and the entity stores "Army" coordinated Combat virtual network "Air Force", a comprehensive innovation chain mode.

But in terms of channels, Jingdong Mall encountered problems Suning easy to buy will also encounter, and Suning easy to buy more trouble.

The first is the attitude problem, we can find that Suning proposed a new product line concept, but this product series is not tailor-made for the online shopping crowd, but to consume the existing supply chain resources as the goal!

The second is the division of labor, traditional channels and online shopping channels between the contradictions, suning easy to buy the net does not have any "rhetoric", although the news notice stressed that suning strong warehousing, logistics, after-sales service will be served in suning easy to buy a network, but how to do and do not have a clear context, and clear benefits distribution.

Third, the traditional channel is a strict regional agent distribution system, the implementation of a unified price policy, while the scope of online sales coverage is no border without region, online sales will inevitably damage the partial interests of distributors, especially the network price loosening, may frustrate the enthusiasm of dealers, It is possible to shake the revenue base of the brand, so the contradictions between suning and store channels are difficult to reconcile.

Four, line down the price difference problem. E-commerce Enterprise Rapid response promotion, price changes, will seriously interfere with suning and suning easy to buy the price system, adhere to the line on the same price on the wire, Suning will lose the advantage of the purchase, the sale of different prices will endanger the interests of store sales.

Six, the online Su Ning has a large part of the income by the manufacturers promotional activities and manufacturers in the store ads, while online temporarily without the media effect of Suning easy to buy a net, relying solely on product profit, its profits extremely worrying, become "burning money machine" may be great!

Cognitive problems of "online sales"

The understanding of online sales, most brands, and even e-commerce industry people believe that online sales is just a sales channel. How to deal with the relationship between traditional sales channels and online sales, which is always the biggest problem of the brand enterprises, but also hinder.

But I personally believe that online sales is a new market, with different characteristics of the traditional sales channels, with its distinctive market environment, unique online shopping and behavior, as well as a new market operation mode, on-line sales have its completely different from the traditional market rules of the game.

First, suning traditional stores for consumers, or a relatively closed communication environment, consumers change the location of transportation costs, time costs will affect the behavior of consumers, and suning easy to buy the consumer is not the existence of these costs, consumers enter or leave just a mouse click on it, Therefore, the traditional mature promotional activities can not be directly grafted to the network to buy people!

Secondly, the consumer behavior of Suning traditional store is limited to the crowd survey in the store, and Suning easy to buy the network to buy the crowd, but can monitor its in the station "behavior" trajectory to obtain, consumers in the traditional store to buy products often will be led by the guide and complete, At this time shoppers will be based on the intuitive impression of consumers to judge the consumer's ability to consume, which often leads to misunderstandings, the slang is called "Mas dish", and this led to the result is that consumers do not buy their own heart really want products, resulting in inadequate consumption, or customer experience is not perfect, and Suning easy to buy a network can be monitored by the network to buy people "behavior" to judge its true purchasing capacity, and through reasonable and rapid communication with the market to achieve product sales!

Once again, suning traditional stores in the way that affect consumer behavior in the main store staff, and Suning easy to buy online influence consumer behavior means including all the information related to consumers, and consumer relations between the strong and weak, access to information ability to ultimately affect consumer choice and judgment, so simple low price, advertising, activities , Word-of-mouth and so on has not been able to determine the role of consumers, must be based on consumer network behavior in its familiar areas of communication!

Four, if you ignore or do not understand that online sales is a new market, then in the decision online sales strategy will be biased, in terms of strategy and implementation, can not be targeted, rapid action, and online sales are not a big breakthrough

The author believes that the traditional channels and online sales are not always conflicting, as long as the strategy properly, the use of online sales in technology, market operations and other advantages, will be the traditional channels in the market promotion and high inventory rates and other issues brought great help. The relationship between online sales and traditional channels is not competition, but mutual support, mutual supplement, to the maximum extent to ensure that the interests of brand and consumers to win altogether.

The "fundamental" of Suning's Easy purchase network

Logistics, warehousing, category management with the nature of the retail industry areas, Suning has a rich experience in the traditional field. and Suning easy to buy online sales platform to establish no more than two purposes: to attract new customers, maintenance of old customers.

Therefore, Suning easy to purchase the core competitiveness of the network should be based on a strong background system to bring efficiency advantages, so that the advantages of brand manufacturers can never be inseparable from the key to Suning, and strong background system to consumers to bring the brand and service, is the future of Suning easy to buy a foothold in the foundation.

So the author begins with the discussion about the problems of Su Ning's "current" platform, and the "website operation" and "Team cognition" of Suning easy to purchase network are also the challenges faced by Suning.

It can be said that Suning can not learn the object, his competitors are not jingdong, new eggs and other enterprises, his competition from the internal organization of Suning. Suning easy to buy a network to create a can complete "independent online sales" organization, is its ability to achieve the goal of the foundation, of course, this framework is gradually optimized, we also look forward to suning easy to buy a network to streamline the process, upgrade suning.

The article has published sales and marketing management version 04