How far can su ning from the shop to the electric dealer stir muddy water

The acquisition of Red children, with the Beijing-East launched "Electric Business War", the introduction of Hong-yi Investment, renamed Suningyun Business ... From 2012 to the present, a series of dazzling moves undoubtedly let suning appliances firmly grasp the market eyeball, from the shop to the electricity quotient to the change of the cloud, Suning Jindong in the spread of the Grand blueprint, but also for consumers what? What is the implementation of the same price for the people who are most concerned about the line? Coincides with the advent of "315", let us a probe into the Suningyun business model, to see the line with the same price from the consumer in the end how far.

Electric Business War Let consumers buy more cost-effective products, but also help Su ning to achieve transformation

From the shop to the electric business to the water muddy Su Ning

1990, Suning was founded in Nanjing, originally known as "Suning to pay home appliances", the franchise air-conditioning.

March 28, 1996, Yangzhou Suning Appliance Co., Ltd. was established, this is the first wholly-owned subsidiary of Suning, but also indicates that Suning officially entered the field of home appliances chain.

September 1999, Suning decided to step out of Jiangsu Province, began to promote national chain strategy, since the number of suning chain began to multiply exponentially.

December 2010, suning "one month hundred shops" expansion speed to become the industry legend.

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As a shop, Su Ning is undoubtedly successful. More than 20 years has become China's leading 3C chain stores, but in recent years in the face of Taobao, Amazon, Beijing-east, such as the strong rise of consumer mode, a step-by-step encroach on the traditional retail market share, Suning and other retail enterprises feel the pressure. So transformation has become a necessity, and passive defense is obviously not as active as the initiative come true.

August 2009 Suning Easy to purchase platform officially debut, took the first step in the field of electrical business, the expansion of the store needs time precipitation, suning easy to buy into the field of electricity than Jingdong mall a full four years later, meaning that it has less than four years to condense consumers, publicity platform ... To make up for these four years, suning only to the original electrical business "water" muddy, can have a fight.

Precipitation a year or two after the "0 yuan sales book", "0 yuan purchase" and other promotional activities quickly began to fame, from Beijing East, new eggs, Amazon and other electric power to seize the hands of a territory abruptly. And 2012 "6.18", "8.15", "Double 11", "double 12" five times in the electric business war can see suning easy to buy sound shadow. In the field of electric business, Suning succeeded in aggravating and grabbing his own market cake. For consumers, the fierce market competition means to be able to buy at a lower price to what they want, the benefits are many, consumers are no doubt welcome suning from the store to the electrical business transformation.

With a strong comprehensive strength, suning easy to buy in the field of electrical business can grow fast, but the rapid growth of inevitable many "accidents." Suning easy to buy 400 phone calls difficult to dial, 0 yuan repurchase volume delay not to account, the background order processing abnormal (delivery time is wrong, the order delay causes coupons expired, etc.), product delivery and installation coordination is not satisfactory and so on. Expansion too fast, not only the line under the warehousing, logistics needs a long time to running-in, wired on the system internal services also need to enrich.

Low-priced high-speed cut into the market so that suning easy to buy a short period of time in the field of electrical business to open their own living space, but also disrupted their own internal deployment. If not a short period of time to complete the internal line under the Department of Integration, optimize the online platform service quality, will expose more and bigger problems. So there is the situation of "getting up fast, falling down quickly".

Suning easy to purchase rapid expansion, resulting in frequent problems

The cloud quotient mode sees O2O to try the water initiative of helpless

"The development of E-commerce should be led by the retail enterprises, not by the electric business service providers, E-commerce is the real economy is not a virtual economy, the virtual economy leading real economy will inevitably lead to bubble economy." "--Su Ning Jindong This paragraph of the words that Su Ning insists the entity shop sale at the same time, will be directed at Alibaba, Taobao a kind of electric business service provider, even will have gradual transformation electric business service provider's Jing Dong also into among them.

In the field of electrical business firm, Suning and positive some urgent hope to achieve the overall transformation-February 21, 2013, Suning Appliance announced due to the needs of the company transformation, will be renamed as "Suningyun Group Co., Ltd.". At the same time, they proposed to the "Store business service provider" of "cloud business model", under the line to open up super stores, flagship stores, Living Plaza to provide consumers with display, experience and shopping delivery services. Online sales of electrical appliances, cosmetics, daily necessities and other physical goods and services, but also provide an open platform for other merchants. At the same time, online membership data, payment, after-sale, logistics and so on all through.

Suningyun business model can be understood as "Wal-Mart Amazon"

After careful study, Suning's so-called cloud business model is not a groundbreaking new business model. With the existence of the O2O model is very similar, but compared to other enterprises, Suning has a huge physical store base, and this is Su Ning from the store after the transformation of the power business. In the electric dealer's big attack lets the traditional retail store to become the electricity merchant consumer's "fitting room", Suning promotes suning easy to buy the platform at the same time, is difficult to avoid lets own entity store to become the Suning easy purchase consumer Most direct inspection point, the product display point.

Light does not buy on the one hand caused by Su Ning itself on the internal line and offline contradictions, on the one hand, it does promote the development of online business, rather than passively become consumers of the experience shop, as the initiative to O2O the model to recruit more consumers, so that online marketing together, to avoid internal competition.

Physical retail store is becoming a fitting room for electric dealers

Small knowledge: O2O

O2O is online to Offline, also will be offline business opportunities and the Internet together, let the Internet become the front line trading. This line of services can be used to line up showmanship, consumers can use the line to filter services, there are transactions can be online settlement, quickly reached the scale. The most important feature of the model is: the promotion effect can be checked, each transaction can be tracked.

Line on the same price

The key to getting through online is the price, Suningyun business model for consumers is nothing more than a super shop in Suning entity, the flagship store experience products, and then directly under the purchase of Suning easy to buy electricity platform price deal, or is in suning easy to buy the platform to complete the transaction, directly in the physical store delivery. And for users, all this can run smoothly the key lies in the price, line on the same price is not only suning in the electric business War when the will kill technology, but also suning complete the cloud business layout of the key. However, the actual survey found that the so-called line with the price and consumers in the heart of the gap is huge.

Network sales for models and special models, so that line on the same price as a slogan

As far as the products are concerned, many consumers buy the products after the purchase of Suning is found on the packaging eye-catching printed "net pin for the" words, in the heart unavoidably produces "the net sells specially in the product material, the design and the entity shop Sale model exactly has the difference" the question, even many consumers bought such product to be deceived after the feeling. In addition, although Suning promised line with the same price, but a lot of careful consumers found that many entities store some models, in Suning easy to buy on the impossible to find. and Suning easy to buy some models, also can not see in the entity shop, the model of the partition so that consumers can not successfully complete parity.

Left one foot entity, another foot shop Su Ning, it seems still did not find a solution to the left hand hit the right hand contradictory state of the way. Prices have become the ultimate lever for consumers to measure where they end up spending. Although we often see suning in the elevator for service and the roar of the battle, but long-term keen to use the price to determine the purchase channel consumers, but do not buy it. The 2000 home Appliance price war, which has left consumers with clumsy old appliance taps, is increasingly showing signs that the new change is taking place over the past decade ... (Sci-fi galaxy/text)

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