Behind the World Cup special services: Suning easy to buy the road?

Author: Lao Hu (Public account: old nonsense technology or laohushuokeji)

It's hard to get out of the morning, but you can't miss the World Cup game. When the first half an hour before the start of a beautiful customer service mm prettily call to remind you to get up to watch the World Cup live, cock silk man is not a little excited, feeling intimate and double son. This is the recent World Cup knockout period for the introduction of the appointment game call service.

In satisfying the hearing enjoyment of the fans, during the period from June 28 to July 13, Suning's electric business platform, Suning is also in Beijing, Nanjing, Shanghai, Guangzhou and other cities to introduce food and drink at night to meet the user's taste feeling. Su Ning Why really let this service landed? The answer is that Suning has a wide range of offline stores, as a distribution point, and ultimately an incredible one-hour night delivery.

In addition to the World Cup with the help of Internet marketing, this year, Suning played a free film, free herbal tea, free juice, free Tesla test drive, Google Glass free experience, 3D printer free to fight a series of free cards. At the same time, the force of logistics, virtual operators, online dealers price war and Internet company acquisition, and so on, the overall O2O curtain opened.

This series of dazzling behind reflects Su Ning's play and thinking more and more internet, and lay the cornerstone of its Internet O2O strategy is Su Ning's own offline advantage and ability. Through Suning Internet thinking, can also spy out its future strategic direction.

1, the other side of the coin: offline baggage will turn into gold

What is the Internet thinking? The user summarizes this fashion noun includes several elements: convenient, free, user experience, data thinking, open, participate in sharing, etc. The most typical when the domestic millet will be the internet thinking detonated.

In the past two years, the light of the internet thinking like a raging tide so many heavy assets of the traditional enterprises into a trace of anxiety, Lenovo Group chairman Yang, Haier Group chairman Zhang and other big bosses are following this thinking, Suning nature also closely follow the forefront, accelerate forward. In the embrace of the internet, Suning went the fastest this year, now, Suning Appliance changed its name to Suningyun business, and Suning has no offline and online points, all the core is the Internet strategy. In order to accelerate the transition to the Internet, Su Ning even sacrificed a huge profit, its earnings were lost.

The industry once to Suning's earnings criticism constantly, the market value is also surpassed by Beijing East. Because of consumer behavior and upstream suppliers to channel selection changes make Suning entity store import value depreciation, forcing Su Ning to make a big change body.

But there is a saying that strategic losses, and the transition must pay a price. As you know, today's brilliant Apple company is also facing the brink of loss. Bupobri, will want to take the first and then, that is the truth.

In addition, Suning's business volume and industry status, so that his transition to the future of the Internet full of imaginary space. Suning has been regarded as a heavy "baggage" of the Internet to transform the huge online stores, in Su Ning's new plan will become its construction O2O competition of powerful weapons.

In the view of Suning boss Jindong, the arrival of the O2O era will allow the balance of the line to own the entire channel of the online retailer Tilt. "From the path of the U.S. electric business development, the top ten electric dealers have nine of the major from the traditional retail industry, at the same time, the traditional electric operators also began to the offline layout." "He judged that the future of China O2O will also be in line with the entire channel under the direction of this development," into the O2O era, the traditional retail industry into the wings of the Internet, was thought to be the burden of the offline resources in the twinkling of an ear.

2. The second half: from the bend to the straight

Tian, the Chinese Internet veteran and chairman of the broadband capital, also said that the future of enterprises to the Internet, every enterprise must have internet thinking. In the future without the Internet to think about problems, there is no way to compete in society.

Because the internet has penetrated the whole chain of enterprise operation, Suning is using internet thinking to optimize the value chain of the whole enterprise operation. In the internet era, the traditional enterprise to do is to change the concept of ideas and business ideas, the courage to stand in the future look now, layout the future, rather than only see short-term shocks and threats.

Some people think that these traditional enterprises in the so-called internet thinking is essentially away from the "cheat" not far from the marketing means, the trick or fashion, or at least Su Ning's approach is changing, change the pass. With the help of Internet thinking, its brand effect is also continuously fermented.

Last week, June 25, the World brand Laboratory released 2014 "China's 500 Most valuable brand" list, Suning brand value breakthrough billion mark, to 105.235 billion yuan ranked 13th.

The Giants of the contest is a chess game, the current dangers, does not affect the final general, once the giant of suning to complete the transformation of the pace, it will be unstoppable.

In recent days, Suning Jindong in the internal speech stressed that the implementation of Suning strategy gradually on the right track, and will continue to boldly delegate, allow trial and error. "2014 in the second half of the initiative, full competition, complete from the transition to the straight curve." ”

The business world does change too fast, all unpredictable, and see how Su ning with the use of line online under the full channel power to complete the final straight line of change.

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The author of this article is Lao Hu, reproduced please be sure to indicate the author and from the Media (public number: old nonsense technology or laohushuokeji). Can scan the following two dimensional code attention, your attention good sharing is my biggest motivation.