The adjustment of Suning's easy purchase structure: Open platform, separation of mining and selling

After the rise of Su Ning in the electric business field, although the revenue has exceeded 18 billion last year, it is not satisfied with the status quo. On the contrary, suning interior is brewing a large restructuring of the electrical business.

Tencent Science and technology learned that suning easy to buy the latest restructuring will be completed after the Spring Festival, the current general direction has been set:

Open platform platform business and mining sales separation, and Jingdong mall model similar, but will have their own characteristics;

Suning easy to buy and Suning appliances (002024, shares bar) procurement will be unified to achieve the advantages of large-scale procurement, integrated into a large mining sales platform.

Internal organizational structure adjustment, some departments to expand into a center, the functional departments of refinement, 2013 years staff will double.

This means that, in 2013, Suning easy to buy in Suning Electric Group's status further improved. In addition, the open platform will be the business focus of Suning easy to purchase, further enhance its profitability.

Suning easy to purchase after the adjustment of the structure and Jingdong mall very similar. It can be expected that the 2013 Jingdong Mall and Suning easy to buy between the competition will be more intense.

Investment and mining and sales separation Group Unified Procurement

According to Suning insiders revealed that procurement, Suning and suning in some aspects of the electrical appliances still exist in some areas of separation, failed to reflect the scale of procurement advantages. The future and the group of unified procurement, will be integrated into a large sales platform.

Overall, Suning will remain independent operation, but more focus on the supply chain line under the lines of synergy. "After unified procurement, because of the scale effect, will raise the margin level, help to achieve break-even." Suning easy to buy profit pressure is larger, offline blood transfusion is not sustainable. "said an industry observer in the electric business.

In addition, people familiar with the matter said that Suning will set up a large department store system and group buying system. After the adjustment of the structure of suning will be divided into four modules: one is a large department store mining sales, the second group purchase, the third is open platform, four is home appliances.

Business architecture, open platform business will be separated from mining sales, set up an open platform system, by a dedicated team responsible for this is suning easy to buy 2013 years of the most important. Suning easy to buy open platform in July 2012 launched, but there is still no independent team operation, Suning easy to buy daily necessities staff and do open platform investment, this kind of architecture is not conducive to the development of open platform.

"The open platform is a profit point. In the future, the mainstream brands and models are still doing their own sales, some of the products and the long tail is not very good operation of the market, will be done by the open platform. Suning insiders said.

In terms of organizational structure, some of the existing functional departments will be expanded and will be split into more functional divisions. This means that Suning's easy to buy structure will become huge.

In addition, Suning will set up a research and development center in Beijing, with the Red Child Development team for the original squad. It is reported that its Beijing Research and Development Center has entered the early stage of recruitment, this March will be officially operational.

The open platform becomes the key direction and the Beijing-East competition is fiercer

The open platform and the separation of mining and sales, indicating that the open platform has become the focus of the development of Suning easy to purchase 2013.

"Suning easy to buy open platform and mining sales after separation, will and Jingdong mall model is very similar to open platform as the center, set up group buying system, set up research and development center." In the future, the competition between Suning and Jingdong Mall will be fiercer. "said an industry observer for the electric business.

According to Suning easy to buy open platform in charge, as of the end of 2012, Suning easy to buy open platform to nearly million business applications, but because suning easy to purchase not using margin system, in order to ensure the quality of service and the interests of brands, developed a strict audit mechanism, Up to now more than 1500 registered businesses through the audit and has started in Suning easy to buy brand flagship store.

At present, the basic construction of Suning easy to purchase platform has been basically completed. Suning easy to purchase developed an open platform development plan, the future will be settled for businesses to provide including payment, finance, data, marketing, hosting services, warehousing logistics, cloud computing and other comprehensive electrical business matching clothing. It is reported that Suning is now easy to purchase has begun to study the development of small and medium-sized brand support policy, Suning spent heavily invested in the construction of the warehousing logistics system and just set up soon Suning small loan company will be in support of small and medium-sized brand development strategy to play a role.

Similarly, the open platform is Jingdong Mall 2013 important strategy. Jingdong Mall open platform in 2010 online, 2011 The platform growth rate of 200%-300%, sales accounted for the total sales of Jingdong mall 10%.

sent on behalf of the network President Kongkong that suning easy to buy the open platform for the industry is a good thing. "Now the open platform is too concentrated, not conducive to market innovation and diversification." But it is also a big question mark whether Suning can do it. ”

and Jingdong Mall 2 years ago launched an open platform compared to suning easy to purchase has been late 1.5 time, the timing is not the same as before. Kongkong that the open platform for Suning can be made, depending on the following points:

One is suning easy to buy the platform itself traffic.

Based on the consumer, to provide consumers with more choices. Jingdong Mall, Suning easy to buy face Taobao, cat competition. 2012 years Double 11, the day Cat and Jingdong Mall mutual pinch, break make merchant battle team. For the merchant, whose home to the business, on which side, this is business, suning easy to buy do not rule out will encounter this situation.

The second is the team gene.

Open platform and Business-to-consumer have different awareness and operational methods. As the open platform, the face of gene challenge, the need for a more open mind, to ensure the fairness of the rules. "There are very big differences between the mining and open platforms. For the Business-to-consumer, the merchant is often understood as a supplier. In fact, the supplier and the merchant are very different. After purchasing from the supplier, it will not matter to you. The open platform ultimately gives consumers a shopping experience that is largely determined by the merchant. Open platform to help businesses better serve consumers. ”

The third is the positioning of the open platform.

If Suning easy to buy open platform and Taobao cat a large, obviously the opportunity will not be particularly big. Differentiated positioning, such as the different needs of services for the same type of users, still have the opportunity.

Su Ning or O2O mode representative

2012, Suning put forward the strategy of Super Electric, line under the common attack, the whole category expansion.

Online, 2012, Suning New opened Expo Super flagship store 13, Le bought Shi Life Plaza 8, in these stores, can see Suning easy to buy shadow.

Online, at the end of 2011, Suning easy to purchase from the book category to start, and gradually expand the non-electrical products. 2012 On-line virtual products, drinks, food, insurance, group purchase, E-books and other categories. Suning is now easy to buy all more than 1.5 million of the SKU, the number of non-electrical appliances to reach more than 90%, Suning easy to buy the national distribution of orders to consumers, everyone electricity, 3C products accounted for only about 20% of the proportion. 2013, Suning will continue to expand the whole category.

The new seven-day CEO Zuoyingjie that the current pattern of e-commerce in China has been formed, one is to the Beijing-East business representative, the second is to B2B2C as the representative of the cat, two black holes formed two huge flow of attraction. "In addition to Jingdong and Taobao, maybe Su ning has the ability to O2O under line, may become the third mode O2O representative." ”

Except for these three companies, other business companies can be very difficult. Including when, Amazon China, I think is very difficult. I get a data, to attract a new customer, the flow cost is 400 yuan, and is a day is higher than the day, not one day lower than the day, why? It is because the two black holes of jingdong and Tian Cats have great attraction ability. You want to drill into a black hole to drag the user out, too difficult. So I'm not bullish on other Chinese. "Zuoyingjie said.