Su Ning changed its name to accelerate "go to electrical" electric quotient "the kingdoms" looming

I. Event background February 19 evening, Suning Appliance issued a notice that the company's name to become more "Suningyun Group Co., Ltd." to better and the future business scope and business model to adapt. At the same time, Suning Appliance's English name by the original "SUNING appliance Co.,ltd." Change to SUNING COMMERCE GROUP Co.,ltd. "Another source said that Suning will focus on the deployment of E-commerce in 2013, the formation of E-commerce operating headquarters, the establishment of eight business departments, the specific adjustment program will be announced on February 21." II. industry data According to the monitoring data of China Electronic Commerce Research Center (100ec.cn), as of December 2012, China's consumer network retail market (including platform-style and independent sales) ranked first 10 places: The number one is the cat, accounted for 52.1%; Jingdong Mall ranked second, Occupy 22.3% of the share; followed by Su Ning is the third place, a short 3.5 time market share reached 3.6%, Tencent to the customer (3.3%), where the Goods (2.7%), Amazon China (2.3%), Bowser Network (1.4%), Dangdang (1.2%), Xun Network (0.6 %), new egg China (0.3%) dumped in the back. According to the above data, Suning is the only traditional retail company that enters the market share of China's consumer network in 2012, which shows that it has been "emerging" in the field of electrical business. At the same time, this will drive the traditional retail enterprises to extend to the line, since the establishment or acquisition of network shopping platform, to compete for food power business cake, to further expand their brand. Third, analysis and comment on this incident, Mo Dai, an analyst of the network retailing Department of China Electronic Commerce Research Center, comments on this event: the company changed its name greatly accelerated the process of the strategic transformation of suning "go to electrical". According to the previous planning, to 2020, suning to become a trillion-class enterprises, of which the electric business channel sales 300 billion, physical store sales 350 billion. However, the company wants to enter the trillions of clubs, time is only 7 years, and a formidable enemy. At the end of last year, Gome proposed three-year strategic plan to accelerate its "go to the electrical" footsteps, Beijing East also recently completed a new round of 700 million U.S. dollars in financing, in such a context, suning accelerated "to the electrical" reorganization of the structure imminent. Since its establishment in 1990, Suning has gone through 23 years, especially suning Tesco and Tesco to expand the category of non-electrical appliances, extended to department stores, books, mother and child, virtual products, and so on, have seen its move to electrical appliances, can also say that suning for this day has already done the layout. Since 2009, Su Ning has put forward "marketing transformation", the whole category management, the whole channel expansion. Since then, Suning Tesco and Tesco to expand the category of non-electrical appliances, extended to department stores, books, mother and child, virtual products, etc. in 2012, Suning launched Expo Super Shop, in the door to remove the "electrical" two words. The electricity merchant "the" the "the Most Kingdoms" market format looms, the two or three line small and medium electricity merchant "The Birth and death closes" near. Suning "Cloud quotient model" strategy proposed, electricityThe promotion of business status, coupled with Suning easy to buy the line has quickly grabbed a lot of market share, we predict: the 2013 domestic Electricity market competition in the new round of the industry to the big shuffle, and the two or three-line small and medium-sized electric power of the original narrow living space will be further squeezed. In addition, the recent disclosure of the 700 million U.S. dollar D-round of huge financing, as well as the whole Alibaba Group, including the cat, the proximity of the overall IPO, is bound to greatly aggravate the network retail market competition. In this respect, we forecast: Since 2013, the domestic network retail industry, will become more than tens of millions of big guys can play the "capital Game", Days cat, Jing Dong, suning three big electric quotient "the Tri-Kingdoms" market format has loomed, become the industry "first echelon", and build up the industry barriers to the electric business platform, the entry threshold further elevated and Tencent Electric business, where customers Prudential products, Amazon China, Gome Online, Dangdang, xun nets, new eggs China, silver Thai network, such as retail business, will gradually and the first three open a certain distance, become a "second echelon", the end of the "long tail effect" of all types of small and medium-sized electric operators to compete for survival environment will be more difficult, the majority of its profit status The fly on the ceiling ", there is light, no future, small and medium-sized shopping site life cycle greatly shortened, the fittest to accelerate further, the industry reshuffle process intensified, only a small number of differentiated, low-cost operation of the site can stand out. The electric dealer in Su Ning's status upgrades, the line on-line under the integration O2O intention to appear gradually. This also means that suning is easy to buy or no longer as a branch or independent company operations, but with Suning group, the two together, the Su Ning this ship tied to the electric business. We believe that: the electric business positioning is also more clear, Su Ning this adjustment affirmed the importance of the electric quotient, highlighting its core position. In addition, with Suning appliance changed its name to "Suningyun business", Suning went to the electrical, online fusion, layout similar to "Wal-Mart + Amazon" O2o Crocodile's intention is increasingly obvious. Brand adjustment caused by renaming the "Get and Lose": Suning renamed its brand was further enlarged, towards the "big suning" direction further development, but also in the face of the homogenization of the competition to seek breakthroughs; but on the other hand, "suning appliances" along with people through more than 20 years, renamed will become a history, unavoidably some people to lament. and the resulting internal synergy, process reengineering, cost rise and other issues, also deserves vigilance. The problem of "last kilometer" of logistics has become the bottleneck of restricting the development of electric business. According to the China Electronic Commerce Research Center, Suning Easy to purchase Express business license application at the end of last year, this is after the Jingdong Mall, where guests, and a courier license to the electric business enterprises. Last July, Suning said it would invest 20 billion to establish a logistics system. Logistics open platform includes the construction of national hub, regional turnover, urban distribution, community network, such as four-level logistics system. E-commerce has spawned the "Big logistics era", but the problem of "the last kilometer" of logistics has become the bottleneck of the development of electric business enterprises. Therefore, the logistics must be the next development of Suning is the most important. Company renaming and strategic adjustment will help to increase market capitalisation. According to theChina's e-commerce Research Center published in January 2010, "China's domestic capital market media publicity Function Research Report" (Report download: 100ec.cn) shows that the development of our securities market more than 20 years already has more than 70 million of this huge investment group, the investment population industry and the region widely distributed, At many levels, the span is large, and covers the middle and small enterprises, including the main, middle-class and so on, China's largest wealth group, and the way of securities information transmission, with the Internet and the development of 3G technology more diversified, traditional media and new media in the audience and the mode of communication formed a good The full depth coverage of the investor group makes the stock market of our country have huge propaganda potential and media communication function. We believe that: because Suning electric move to focus on the main business changes (strategic upgrade), itself has a very good "stock market effect" and "media effect", it is bound to arouse the industry, shareholders and the media's extensive attention, it is expected to better use the Investor Relations Management (IR) tool side play to free information transmission, Enlarge the advertising function of the electric business users. Su Ning last night renamed the announcement, the capital market response sensitive, the data show: Suning Appliance stock February 19 close at 6.81 Yuan; February 20, Suning appliance opened in 6.89 Yuan, the stock price of the plate pulled up, the highest: 7.07 yuan, closed in 7.06 yuan, up to: 3.67%, turnover amounted to 789974 hands, The company's market value amounted to 52.124 billion yuan. Appendix 4.1: The so-called "cloud quotient": On the one hand refers to the company in recent years the implementation of the Super Electric strategy. 2009, Suning proposed the whole category management, the entire channel development, the product extends to the department store, the book, the mother and the child, the fictitious product and so on; 2012 Suning introduced the brand-new main store--expo Super shop, removes "The electrical appliance" two words in the door head. On the other hand, in recent years, Suning Transformation Cloud service mode. Su Ning has already constructed the management cloud facing the internal staff, the supplier's supply cloud and consumer's consumer cloud, since 2011 has launched the Suning private house, the cloud application store, the cloud reading and so on. 4.2 Announcement Download: Suning Appliance: Fourth session of the Board of Directors 35th meeting resolution announcement http://www.100ec.cn/detail--6084145.html4.3 contact analyst Mo Dai Green China E-commerce Research Center analyst Network retail Director · Research areas: Focus on research and focus on the network retail market and network retail mainstream electric business enterprises. Daily research objects include: Consumer-to-consumer and consumer platform, Network retailing, network payment, warehousing and Logistics Express, network shopping, overseas purchasing, shop operation, electric business service provider, and traditional business e-commerce retail business and other E-commerce subdivision and main application areas. In the Third party research field of China's e-commerce, enjoy a higher social visibility, and for the domestic and foreign hundreds of concerned about E-commerce news media for the third party objective, professional comments. tel:0571-88228186; E-MAIL:MDQ1@netsun.com; msn:modaiqing444@hotmail.com; qq:23503131534.4 About Center for China's e-Commerce Research Center (e-business), At the end of 2006 in "China's E-commerce Capital" Hangzhou, is the first founder of China, is currently the only one to research, communication and service E-commerce, network Marketing, small and medium-sized application of the responsibility of the third party industry research, service agencies. • Center website: www.100ec.cn Analyst: Www.100ec.cn/research Solution: Www.100ec.cn/zt/cpfw7 Journalist Service: www.100EC.cn/jizhe/(free registration) · Research report: www.100EC.cn/zt/baogao.htm (free download) • China E-commerce Network retail channel: www.100ec.cn/zt/b2c/China e-commerce Data Center www.100ec.cn/zt/data/