Chef Suning Feeding PPLive: The attempt of the layout and entrance of Electronic business video

A company in a position to catch up to buy another video site in the same location, Su Ning Hope pplive bring flow, technology, cultural change

Tao Chuang Team to choose strategic investors keyword is "live", at a higher level, a larger explosion point to find a reliable resource

October 28, the last boot of China's video industry finally fell down, the vibe has been a long time video media pplive finally found their own home, but it is surprising that the buyer is not on the Internet video of the assiduous Alibaba, But has been under the line retail-oriented Suning and Lenovo holdings of private equity fund Hong Yi Investment. Two new shareholders will jointly invest 420 million U.S. dollars, to help the soft silver and other old shareholders to withdraw, including Su Ning capital of 250 million U.S. dollars holding pplive 44% and become the largest shareholder, Hong Yi to 29.92% of the shareholding to become the second largest shareholder, after the completion of the transaction to Tao, The PPLive management, led by Yao, still holds a 26.08% stake.

Although spent 250 million of dollars, but in the short term pplive for listed companies Suningyun help is obviously not big: this January-July, pplive only achieved 319 million yuan revenue, but also lost 65 million yuan. And burning money is the characteristics of the entire video industry, the future suning may need to invest more money to maintain pplive in the video industry's leading position. Dcci Internet Research Institute Dean Liu Xingliang Think, "For Su Ning, pplive this dish ' dish ' exactly how and do not say, but pplive ' pot ' is a good pot, this mouth engraved with ' video ' concept of 300 million people eat pot, now looks very exquisite very good-looking. But what about the dishes? It's easy to buy a pot, it's difficult to cook. ”

For PPLive, to Su Ning can be regarded as a huge transformation, which means that pplive will be more from the line to the line, from the PC to the TV; but is Su ning not in transition? And the pain of this transformation is still continuing. October 31, Suningyun issued a third-quarter earnings, the total operating income of 24.61 billion yuan, down 2.5%, and net profit is-108 million yuan, the first time since the listing of quarterly losses. It also hedges the imagination of acquiring PPLive. Suningyun's shares in the announcement of the acquisition of PPLive has been even up two days after the release of the quarterly bulletin immediately blocked to the plate, followed by a fall below the early lows.

It seems that although PPLive will continue to develop independently, but will certainly be included in Suning "one-wing" of the overall strategy. The so-called "one wings", that is, the Internet retail as the main body to create O2O full channel business model and line under the open platform. "We are sure to find a lot of work for them. "The day of the conference, Su Ning vice chairman Weimin said.

Weimin first mentioned is the layout of the entrance. For 2009 years before the beginning of the power to do the electricity business Suning, the Internet portal has become a big pain point. After the August 15 last year and Jingdong Mall on the promotion of home appliances after the war, Suning's Suning easy to buy a reputation for large noise, electric quotient rankings have also been promoted. China's E-commerce Research Center monitoring data showed that as of the first half of 2013 China's online shopping market, Suning market rankings have risen to third place, occupying 5.7% of the market share.

However, the performance of Suning is not stable, the basic reason is that suning is very volatile traffic. If you look at Suning Tesco in the last half of the Alexa rankings (traffic ranking), you will see extremely unstable pulse wave: Sometimes, suning can purchase the Alexa rankings from the world 100,000 suddenly soared to 100, but in a few days after the plunge back from 100 to 100,000 below. and Suning easy to buy the competitor Jingdong Mall's Alexa rankings to smooth many, has been showing sinusoidal fluctuations. Industry experts believe that this shows that Suning has not been in the net to buy people to form enough user loyalty, a large number of users are in the 18th per month for Suning easy to buy a big promotion, a shopping will never patronize.

From the flow of various indicators (Alexa rankings, PV, stay time, etc.), pplive are superior to suning easy to buy, in the mobile Internet field is the case: as of the end of July this year, PPLive Mobile end of the app's monthly active users have more than 70 million, in the video industry occupies half. To the third party application store "application sinks" for example, PPLive in the "Application of" mobile phone version and pad version of the cumulative download volume of about 7 million-9 million, and Suning easy to buy less than 500,000.

If can pplive huge flow and 300 million users all import suning easy to buy, what will be the result? However, this seemingly beautiful idea is faced with great difficulties, because online shopping and watching video is basically not amorites the two needs, a very like to watch network video users, Doesn't mean he's willing to spend a lot of time shopping online.

Therefore, both sides to do is to get through the background of the user data as soon as possible. "PPLive hands have 300 million video users, their consumption habits I really do not know, they usually buy shirts, hats or shoes, I really do not know." If and suning backstage get through, pplive can understand in my here watch Korean drama people will buy what products. After the data analysis, the flow of reasonable import of suning easy to purchase, to achieve the sale of goods to improve our revenue scale. "Tao said.

In addition, the two sides can also work together to do a video of the electronic business attempt. This year "double 11" period, PPLive will be in Nanjing test whole net Live Merchandise shopping guide, pplive users after watching the video can go to suning purchase order goods, and then according to purchase the intention quantity to discount, just like group buying. More commonly, there are video customer service, for example, many users do not know how to use the mobile phone, now can be pplive through the video to teach users how to use, so as to reduce the cost of suning artificial services. Of course, through simple and rough way can also improve the flow of suning easy to buy, that is in the pplive on the large number of suning easy to buy brands and merchandise ads.

Su Ning also has a very big idea, is to use PPLive's technical superiority, for the future intelligent Family Strategy service. At present, as China's largest home appliance retailer Su Ning still firmly grasp the largest distribution channels of color TV, so that Jingdong Mall a senior executive complained, because of Suning and Gome strong, Jingdong can not from the color TV manufacturers to get high-end color TV category. In the future, Suning can require color TV manufacturers will pplive clients implanted into each of the smart TV, on the one hand to provide consumers with more differentiated goods, on the other hand, can enhance the pplive market influence. And in the longer term, also does not exclude Suning union pplive and color TV manufacturers, the introduction of "Suning" brand or the possibility of joint brand smart television, which can also improve Suning's brand and profitability. In addition, smart television must be inseparable from the Internet, has signed a mobile resale agreement with China Telecom and Chinese unicom Su Ning, the future may also be smart TV and operators of fixed network and mobile traffic packaged together to provide consumers, this can also help Suning to expand online offline sales of virtual goods ability.

Because Suning and pplive two companies in the business basically did not coincide, thus giving people the imagination space. However, they also need to open up more links in order to form a commercial closed loop. For example, the idea of making pplive into a home video platform is good, but the current state news and publication Sarft stipulates that the Internet broadcast control platform through television is limited to a handful of companies, such as Cntv and Hua. Mobile Resale The cake looks tempting, but it doesn't help Su Ning's smart home much, because smart families are more about fixed-bandwidth than mobile-broadband.

Therefore, in the short term pplive can bring to suning help actually very limited. However, as Suning vice Chairman Weimin said, Su Ning really hope that pplive can bring a very valuable things to suning, that is the Internet culture and the spirit of the Internet.

Since the second half of 2013, Suning chairman Jindong has made it clear that Su Ning will be transformed into an internet company. If the shift in business is still relatively better, the shift in employee perceptions and corporate culture is even more difficult.

Suning has been established for more than 23 years, has formed a very unique corporate culture: Su Ning is not so much a business, Suning is an army, pay attention to is prohibit, command. Since 2002, Suning has been recruiting large numbers of college graduates and instilling in them corporate values. In just 2002 years, Su Ning enrolled 1200 college students, so it is called "1200 project". These "1200 project" college students to join Suning was assigned to various stores, with the grassroots staff face customers, cargo, replenishment, promotion. Now, the leader of them has embarked on the management post, and this "retail culture" deep into Su Ning's marrow.

However, in order to cope with the development of E-commerce business, suning increasingly needs a large number of both retail and internet-literate managers and employees. Time waits for no one, Su Ning only side strengthens to the internal staff's training, while recruiting the senior person to the enterprise outside. However, in the recruitment of the time Su Ning or exposed their own conservative nature: no matter how senior outsiders, the current Su Ning can give the highest position is only "director" just, this also can not find a really senior electric business practitioners, and suning original "retail culture" to form enough impact. Su Ning's rival Jingdong Mall, although in the company's backbone layer also adopted a large number of internal training "Lepetson", but in the higher management, in addition to founder Liu, most cxo are imported from the outside. And as a result of joining the Suning family pplive still independent operation, it is that passionate, innovative entrepreneurial culture in the end can change to how much the original company culture of Suning, but also to play a question mark.

It seems that for Su Ning, the "Chef", to be in the Sichuan and Su dishes in two different styles of dishes fried new delicious, it is really very difficult. It's time to test chef.