Suning Electric Business Strategic error decoding: Home appliances missed first advantage

Suning transformation of electricity business, is China's most high-profile business events. Because from the previous experience of China's electrical business, there is no successful case. The advantages of traditional enterprises, why can not become the competitiveness of e-commerce. Next, we will decode each http://www.aliyun.com/zixun/aggregation/7935.html "> Suning electric quotient."

Today to talk about Suning most advantages of the big household appliances category, in the strategy of what problems, they missed what?

Everyone electricity is the most advantageous category of Suning, not only the scale and manufacturers close relationship, there are stores throughout the country and the strength of the brand, as well as professional retailers of home appliances brands. Compared to rivals Jingdong and Xun nets, suning strong a few streets, that is, whether goods, prices, services, or Word-of-mouth are better than competitors. Other categories do not know, at least home appliances can do the power of the boss this opportunity exists. Of course it's theoretically!

What is the actual result? 2012 Suning easy to buy sales income of 15.216 billion yuan (including tax, the assumption is completely true, many people understand), about 50% is home appliances, that is 7.6 billion home electricity. Jing Dong 2012 years of Home appliance sales scale, as far as I know is a little more than 10 billion. The cat has nearly 50 billion of the plate, is the platform, do not put in the comparison. How was 2013? Jingdong home Appliances in the first half of the growth is 155%, suning easy to buy the first half of the overall growth of more than 100%. So casually calculate, at least in 2013 is suning appliances can not exceed jingdong, nor any trend shows that can exceed Jingdong. Even as far as I know the actual data, the back of the Xun network has been chasing very tight!

So over the past two years, the Suning electric business strategy has made a major mistake. Some expert observer analyst nonsense, said easy to purchase to force daily necessities and books to increase user viscosity, to use 3C dozen Jingdong the strongest 3C. In fact, Suning's biggest strategic need is to first stop the heel, is to first comb a category of the market leading edge, a certain category become the preferred category of online users, forming their own word-of-mouth advantage.

The result played two years later, the book did not work, daily necessities also do very poor, 3C did not kill the enemy, but their own home appliances advantage has not played out! The bad thing is, the book is not good at daily necessities, warehousing logistics is not in place so the experience is poor, Word-of-mouth also messed up, trading volume did not reach expectations, worse in the two years, the Beijing-East and Xun network of household electrical appliances business development, and manufacturers to establish a relationship between reducing the gap in goods, at the end of distribution, Stop at least in big cities and reduce distribution service gaps. When Su Ning thinks of it, the best time has passed.

Of course, over the past year, competitors have also made mistakes, such as 815 Liu should not be played, at least one or two years later. 815 Let Suning jindong pain determined reform, reform is to touch the line of interest in the store of the online appliance. and suning for the power of the electricity quotient, at the beginning of the early Suning organization structure reform on the exerting force appliances are not necessarily all profit, first of all, after the unification of mining and sales, mining sales for the KPI, busy offline, but not on the line; second, the line of mining and selling line, there is no independent procurement, flexibility is worse, because the front and back end is coordinated with the coordination of the third, offline sales is the bulk, So the resources on the line are not so open, the price advantage is gone. Of course, there are many advantages of unification, many people have analyzed, I will not say!

In short, the loss of home appliances, suning electric business is lost foothold in this!

Suning Electric Quotient Decoding continues, this is only the first article!