Suning opens up platform to accelerate the transition of internet retailing industry

Bat, who is the most easily overlooked Chinese internet "giant"?     The answer may be Su ning.     From the beginning of the year renamed Suningyun Business, to June 8, "line online with the same price", and then to 12th to release the open platform strategy, Su Ning is accelerating to the Internet retail industry transformation pace. "Suning is not a traditional retailer, nor is it a home appliance trader; It is an internet retailer. Weimin, vice chairman of Suningyun, said in an interview with the first financial daily that "we are not saying that we should do e-commerce, we are not talking about doing physical stores, we need to combine the two, and carve out a third business model called O2O business model." ”


     Connection      Suning in the semi-annual report clearly pointed out that the second half of the company's business development plan is to achieve "full liberalization, the establishment of a new internet retail benchmark." According to the Assumption, Suning will provide open service from three aspects, namely the entity store platform, the open platform of electronic commerce and the data resources, the open of the logistics resources.      In a recent internal meeting, Suning formally and systematically released the "Internet Road Map", and put forward a series of measures on the layout of virtual reality, comprehensive opening capacity and resources, optimization of category and experience, innovative internet culture, With a view to O2O the leading role in the future era.      Above "Internet Roadmap", first of all, on the basis of further optimization of the layout of the store, Su Ning will build the Internet store in an all-round way and build the biggest comparative advantage in O2O competition. In the fourth quarter, the plan is to launch 1.0 Internet stores in the first-tier cities such as North and Guangzhou, and accelerate replication and promotion throughout the country.      Second, Suning will use the network of stores all over the country to guide consumers in the O2O era of new shopping habits gradually formed. At the same time, accelerate the layout of the home Internet portal, providing more families with comprehensive intelligent solutions. Guo Yang, senior analyst at      Oriental Securities home appliances and retailing, says Suningyun is now the most thoroughly embraced internet in the traditional retail industry; For example, the pace of recent internet finance has shown that the company has reacted more and more quickly to the trend of convergence between the Internet and traditional industries.      Guo Yang said that the 2013-year report has seen the changes brought about by the business improvement trend, such as offline stores in the same shop sales rebound, rapid online growth, the overall cost rate decline.      Traditional retail industry to develop the user's core means is the channel, have access to the world; the first element of competition in the Internet age is access to the world. Suning Comprehensive transformation of the Internet, is to clear the strategic direction of competition for the entrance, occupy O2O competitive commanding heights.      IBM senior strategic analyst Wang Yu that the Internet economy contains four elements of people, information, goods and services, and that Giants are born at the junction of these elements. For example, Baidu Connect people and information, Tencent connect people and people, Ali connecting people and goods, people and services, that is, the O2O field is another huge imagination space.      On the other hand, the impact of the Internet on the retail industry has shifted from early sales and pricing power to reshaping the entire industry chain and changing the profit model; When the internet moves from pc to mobileNetwork, home Internet spread, a single PC portal has been difficult to dominate the industry, the entrance of the dispute may rewrite the entire electrical business pattern.      Wang Yu Further analysis said, as a traditional retail enterprises, Suning's biggest advantage is the country more than 1600 stores, in the past this is proud of the capital, but in the era of electricity, but was criticized as suning into the biggest burden of electric dealers. However, in another way of thinking, Suning's offline shops are also scarce import resources.      Suning to the business endorsement      Following the June implementation of the line, the same price strategy, Suning open platform strategy will be officially launched on September 12. Su Ning will compete mano with several other open platforms.     Asked how to compete with the pioneers, Weimin said, Suning has been the industry's mature brand, brand credibility is authentic, licensed, credit protection, all the goods sold from the platform will follow Suning Unified service commitment.      in Suning open platform open shop merchants are either brand manufacturers or brand agents, or online or offline retailers, brand reputation and quality of goods will be protected. This will be the same as the current business platform of the difference between the sharp contrast.      "We build platforms in an open way, whether it's an entity or a platform on the web, a gateway for consumers to buy." "In retail services, commodity richness is the basis for attracting customer choice, and an open platform allows more businesses and individuals to join," Weimin said.      In the planning of Suning, the first batch of open platform will not be open to individual merchants, only select brand, brand directly authorized regional distributors and large-scale integrated retailer localization. In addition, not only open the front-end line under the platform, more open back-end logistics, finance, IT service resources, for the arrival of the retail business to provide overall services to jointly carry out data analysis, precision marketing, promote efficient circulation, flexible supply chain construction.      Under this open platform, the store has a line of online linkage services, for online drainage and other new functions.      According to Suning's plan, the future in front of the consumer-facing display area, the final information of each item on the page, will be the spirit of "a lot of business, reasonable business" principle, for the user focused on a list of sales, but the operators of the same commodity will be in accordance with the principle of merit, The limited quantity, the price of the products offered by each merchant and the related service will be fully fair.