First Financial daily: Gome Suning electric business cost secret

"51" consumption peak season, Suning easy to buy, Gome (micro-blog) mall to launch a price war.

"We can afford to play the price war." "Suning easy to buy Market Management Center Executive vice director Min," the first financial daily said, the company's procurement has 7%~8% advantages, logistics, personnel wages, such as 5% of the advantages, coupled with the average price of customers can reach 1000 yuan, has become the only free shipping for the entire field of the electric business.

He particularly stressed the advantages of easy to buy their own logistics, saying that the third party logistics prices are too strong in the past few years, some businesses sell books, plus logistics fees, "more expensive than discounted price", and the cost of the self-built logistics can be low 30%~40%.

Gome is similar. It responded to the report that proprietary logistics can improve operational efficiency and service responsiveness and reduce operating costs.

Li Chengdong, an analyst at the Electricity generation Network, said, self-built, if done well, can improve the shopping experience, the cost can be cheap 20%~30%, word-of-mouth spread good, save marketing fees, two companies do have some advantages.

Min revealed that, thanks to strong upstream and downstream control, especially logistics cost advantages, easy to buy the first year of profit.

Tesco executive vice President Li Bin said, such as a refrigerator from Beijing to Sichuan, the use of Third-party logistics, currently at least 100 yuan or so freight, 3 days time, and to bear the risk of loss. If the use of easy shopping flow, the cost is "far from the gap of 100 yuan."

Gome Mall and Bowser Network has also been fully fledged, which is related to the logistics system covering more than 400 cities in the Gome group.

Li Chengdong said that the electric dealers flocked to build their own logistics, because the third party warehousing is difficult, they can not grasp, the size of the electric business must be built since.

Easy shopping flow relies more on suning appliance. Min said, everyone electric distribution, easy to buy and share Suning Appliance Distribution Warehouse Network, can be directly near distribution, small household electrical appliances distribution mainly fill the blank cover point.

"Online distribution of small household electrical appliances, books, department stores and other aspects of logistics, Suning is currently and for some time to focus on the integration of objects." "he said.

Easy shopping flow has been adapted to the network structure: Trunk section, the goods will be sent from the central warehouse to the distribution point; the last kilometer, is the goods from suning distribution point to the hands of consumers, Suning called "Capillary logistics."

Suning will continue to increase the number of logistics Base, and in 12 cities to establish "central warehouse" and a number of reserve warehouses, the establishment of 90~100 distribution centers, covering the radius of 100~150 kilometers, delivery time to shorten to half a day.

Tesco has also built 8 logistics bases and 5,000 distribution points nationwide. Min said: "At present a central warehouse corresponding to several provinces, shortage rate, distribution efficiency, etc. have been significantly improved." ”

According to Suning planning, logistics business in the future will be part of independent, for the upstream and downstream manufacturers.

Gome is also "ferocious". Gome Electric (micro-blog) revealed to this newspaper, it has more than 100 large and medium-sized cities in the country to build everyone's electrical storage base, has more than 30 own warehouses, more than 1700 physical stores, online shopping malls have been integrated into the logistics system, covering more than 400 cities. In the next three years, Gome will be more than 10 regional centers as the core, the establishment of more than 100 large household electrical Appliances logistics warehouse, more than 600 distribution points, more than 2000 of their own distribution team.

However, Suning, Gome self-built logistics system still has short board.

Bin Li said, although the easy shopping flow has long-term planning, but real-time development still need to make local adjustment, distribution network construction is a long-term process, the current process needs to be further optimized.

Independent electric business Observer Ruzenwang said, how to adjust the line online logistics, improve efficiency, is easy to buy the problem. Li Chengdong that its own logistics such as the operation is not good or "Achilles heel", because Suning, Gome's bargaining power more embodied in the home electric industry, department store bargaining capacity is not strong, and they are facing the traditional logistics system reform, efficiency improvement problems.

"There is a big difference between the line and the warehouse, and the warehouse advantage is not equal to the storage advantage." "Li Chengdong said.