Complete strategic adjustment of maternal and infant electricity Shang Sunin Red Kids will be fired this year.

Absrtact: Complete the strategic adjustment of mother and infant electric Shang Sunin Red children will be fully fired this year. January 29, "Huaxia Times" reporter learned from the Su Ninghong children, Nanjing first entity shop has completed the final preparation, February 6 will be officially opened, Suningyun business will also open foot

Complete strategic adjustment of maternal and infant electricity Shang Sunin Red children will be full fire this year.

January 29, "Huaxia times" reporter from the Su Ninghong children learned that Nanjing first entity shop has completed the final preparations, February 6 will be officially opened, Suningyun will also be full throttle to promote momentum.

In fact, this is an important step for the Suningyun to make strategic adjustments to the red children. "Our sales target is to achieve 300% growth." "January 20, in the Su Ninghong Children 2015 supplier meeting, general manager Pan Min announced that 2015 will be through the self-and platform to achieve more than 1 million SKU, the other will open 68 stores, to achieve 020 of the full platform operation."

Su Ninghong Child Strong assault

September 2012, Suningyun business will be in the downhill red child income pouch, as an independent mother and child channel into Suning easy to buy, but after two years, the red child although gradually steady, but did not get out from the trough.

"Prior to our brand advantage did not use." "In communication with reporters, Pan Min also confessed that the red child formerly as an independent mother and child channel, but did not highlight the red child's brand, and Suning brand did not graft well."

Suning after the acquisition of Red children have also made a strategic adjustment, red children become the group's new independent company to operate, the leading mother and infant category will be with electrical appliances, 3C neck and become one of the three-car-self-carriage.

But in fact, the independence of the red child is not fully realized, and suning logistics, platform integration is not simple.

Until May 2014, Pan Min became the first general manager of the Red children after two years of Su Ning, according to the introduction, Pan Min originally for Suning North region deputy general manager, has helped Beijing Suning's turnover from tens to near Bai, and in the regional market competition to get the initiative, is at that time of Suning group to the national hero So Suningyun also look forward to Pan Min can lead the red child to play a turnaround.

Although red children do not disclose specific performance data, however, it is understood that Pan Min also did let the Suningyun Shang top of the front of a bright, July opened the crazy Rob 72 hours of activity, summer hot commodity mask, sunscreen, aunt towel sales compared to the same period last year 300%, August 818 major promotion, Single product aunt Towel 3 Days sales reached 2013 annual sales of twice times, add new shopping members broken 100,000.

"Red children grew more slowly in the first quarter of last year, but growth began sharply faster in the two quarter, after several promotional events, with sales reaching a full-year peak by October," he said. Pan Min told reporters.

And in the supplier meeting, Su Ninghong Children announced that the supplier will sign more than 3 billion yuan purchase orders, but also indirectly indicates that red children 2015 will certainly be more action.

Supply chain transition to the ground

In the last two years, Suningyun the transformation of the business is very big, but also very bumpy, outside of the direction of its transformation and specific measures of controversy, in order to demonstrate the determination to integrate into the Internet, suning at all costs to rename "Suningyun", from its business look, Suning's internet has waded very deep, But the high level of Su Ning's own understanding is also very clear.

"Su Ning in this transition process, we have a clear positioning of their own, that is, internet retail companies." "Suningyun Vice Chairman Weimin in the exchange with reporters that" 1600 stores is one of our core competitiveness, not a drag, suning Internet, is to promote the Internet store, we have to further to their platform to optimize. ”

This point of view in fact has been the majority of commentators agree, including the red Child has just launched Suning supermarket, will be with Suning's huge store warehousing system docking.

Pan Min also revealed that, in addition to independent stores, online, the red Child's mother and infant channel is in the top three, the traffic is huge. Under the line, Suning has more than 1600 stores, these stores can open the mother and child zone.

At present, Su Ninghong children have 8 physical stores nationwide, as O2O business continues to deepen, 2015 is expected to open 68 stores in succession. Mobile side, the Red Child Mall client will be built as "goods + information + Services" full function of the mother and infant vertical app, forming a matrix development, and through the "Code on the purchase" and other innovative marketing products, at the mobile end of the directional push, improve the conversion rate of the mobile end.

But with the pure electricity merchant is different, the O2O to the supply chain's request is obviously higher, how realizes the product, the logistics dynamic control is also the Su Ning has the urgent problem which needs to solve.

"From the mother and infant industry, both online and offline can not be completely independent, the opposite is showing the trend of integration." "Pan Min believes that the future of" social + electric Business + localization "is the O2O mode of operation, will become a new trend in the mother and child market, in this mode of operation, users, traffic, content will achieve a virtuous cycle. And red children backed by Suningyun Business Group's core advantage resources, with online, offline, mobile end and other channels of resources, is undoubtedly the mother and child market O2O operating mode the most powerful competitors.