Into the August, the electric business war against the smoke

And spread across the line. August 8, Suning easy to buy six months strategy launch and three-year marketing strategy media conference held in Beijing, it is understood that suning second half of the plan through the expansion of the category, the continued price advantage and service upgrades continue to maintain more than 70% of the quarterly growth, to ensure the 20 billion annual target.

In addition, Suning will also start the Beijing strategy, the first Test line under the line of Synergy mode, 3C category of the same price promotions, high service network synergy and special preferential policies and other initiatives will make suning in the physical stores and e-commerce two channels on the market launched a strong impact, Su Ning Vice Chairman Weimin said, The press conference itself is a sign, is suning easy to buy this year to start the market campaign for the first time since the main battlefield in Beijing, the above measures will be effective to ensure that Su Ning in Beijing, the strategic market to achieve the overall line under the total scale first, and Beijing Suning Tesco from now to the end of 2013 Become the first in the Beijing electric market share. In the future, the regional strategy will also be in Shanghai, Guangzhou, Shenzhen and other first-line market implementation, the increasingly sophisticated lines of online collaboration mode will be full of vigor and vitality.

The second half of the category big expansion continued to maintain price advantage

2009, Suning easy to buy trial operation, who will not think of suning appliances (002024, shares bar) seemingly careless, the achievements of today's electric business industry leaders. According to Analysys International 2012 second quarter of the core data, Suning easy to buy 75% quarterly growth, far ahead of the electric business and other peers, the industry has become the fastest growing lightning, let the industry marvel.

However, a lot of people outside the world is still a doubt about whether Suning can complete the target of 20 billion year. Li Bin, Executive vice president of Suning Tesco, said the first half of the quarter suning easy to purchase mainly organize adjustment work, not exerting force, but the beginning of the two quarter with only the use of the simplest price warfare means, has achieved 3 times times the growth rate of the industry, the second half with the team's running-in mature, the category of continuous enrichment, marketing ability to improve precision Service improvement measures continue to be in place, will make suning easy to purchase the stamina more and more prominent, as long as the second half of the year to maintain more than 70% of the chain growth, suning easy to complete the annual 20 billion target is not a problem.

He analyzed that from the second half of the time node, August suning easy to buy shop, September school season, October double promotions, double 11 promotions and Christmas New Year's Day promotions, the second half of the marketing hot spots, which gave the enterprise to promote sales, rapid promotion of good opportunities, is also suning easy to buy and maintain the quarter chain 70% Above the important market base for growth.

Relying on the advantages of large-scale procurement and cost-intensive advantage, suning easy to buy at the beginning of some of the peers formed a price advantage, the second half of this price advantage will continue to form a normal. Suning easy to buy the first half of the E18 strategy for the second half of the continuous promotion done a very good bedding, obtained a high degree of user recognition, E18 combined with the second half of the network to buy consumer hot spots, can be said that Su Ning easy to buy in the second half of the week will be presented weekly discount,

The category strategy is the second half of Suning easy to buy the first card. According to Li Bin, the first half of this year, Suning easy to buy tourism channels, wine channels, mother and child channels, lottery channels are on line, plus last year has been on line department stores, books, virtual products, such as channel, Suning easy to purchase the whole category layout has been preliminarily completed. The second half of Suning will be more refined and more professional direction of development, by increasing the open platform of investment and strengthen the supply chain research, to strengthen the construction of the category of non-electrical equipment management team, the establishment of various refinement of the purpose of precision marketing promotion capabilities, and gradually establish a comprehensive category of scale advantages.

The pace of Suning's new category will not stop. It is understood that the beginning of August, Suning easy to buy financial products channel insurance business has been online, the future, Suning will also be easy to buy in medicine products, food and other aspects of the force. Li bin expects that by the end of this year, Suning will reach 1.5 million of the total number of SKUs, to create a comprehensive network shopping platform for the goal of striding forward.

Suning easy to purchase service upgrade start three service guarantee project

Although at present the net buys the consumer to be most sensitive to the price, but the consumer experience and the service safeguard are becoming the reason which more consumer chooses the electric business platform. In the second half of the development strategy, Suning easy to buy in addition to the continuation of the two quarter in commodity prices to give consumers the most substantial concessions, in the service link, but also make the greatest efforts to create satisfaction for consumers.

Li bin introduced the road, according to the long time suning easy to buy the user feedback comb, the net buys the user to the merchant's delivery time, returns the convenience degree and so on the high concern, for this starting from August 15, Suning will start three service safeguard project, from delivers the punctual, the refund timeliness and the return exchange efficiency three aspects undertakes, To ensure the immediate interests of consumers, to consumers the most real, rest assured that the shopping experience, "suning easy to buy will first from the distribution of timeliness and distribution accuracy rate to give users the most direct experience."

The highest 10% of the delay in delivery and payment to become the highlight of the service guarantee project. As long as consumers in suning shopping, to order system confirmation time as the benchmark, such as the non-irresistible factors or user subjective factors caused delivery delay, exceeding the agreed time of 3 days according to the purchase amount of 5% of the goods to be compensated. 7 days after the overdue payment of 5%, the highest compensation for 10%, more than seven days even if the consumer returns, still enjoy 10% of the delay in delivery payments.

Refunds, return delays have been criticized by the industry, Su Ning Yi also pointed out that the compensation standard for the consumer return application process confirmation time as the benchmark, in the national financial institutions for the refund time, such as the amount of payment does not refund the account, each more than one day, according to the country's current deposit rate of 10 times times the standard compensation for late fees , and as long as consumers buy goods in line with the state regulation return conditions, completion of commodity testing and identification, the urban area suning easy to purchase commitment within 24 hours door-to-door pick-up. If the non-irresistible factors or customer subjective factors did not return within three days of processing, the one-time given the amount of goods purchased 5% to be paid.

Li bin said that the three major service guarantee implementation, compensation is not the ultimate goal, but in order to reflect the service ability of suning easy to purchase, and through consumer supervision and compensation to continuously upgrade the quality of service, but also for the peer set up service benchmarks.

At the same time, Suning will also be in the internal management links will also start the service of the first question responsibility and time-limited solution system, for consumers through the telephone, online customer service, micro-blog, mail, designated forums and other channels of service demands, Suning easy to purchase will be arranged within three hours of processing completed, all the consumer satisfaction as the criterion, To minimize the time cost of consumers, rapid response, standing in the consumer position to solve quickly.

In order to guarantee the successful completion of the service strategy, Suning will further add 1000 customer service agents, strengthen 1000 city distribution points and 5,000 courier team Construction, Li bin I will also be the first person in the Suning Procurement Service system, to ensure the smooth implementation of the service promotion plan.

It is reported that Suning will be in 2014 to complete the construction of 12 automated warehouses, by then, small pieces of distribution will be shortened to 12 hours, suning easy to buy will cover more than 95% of the county and more than 80% of the township areas. Depending on the country's store system and service network, the nationwide service response will be shortened within 2 hours. This, is also suning easy to buy three major service security system is in the position.

Two-line coordinated launch area Raiders of the opener in Beijing

If the above low price, category and service strategy or focus on suning easy to buy itself, Su Ning in the second half of the launch of the regional strategy is a line under the coordinated mode landing concrete performance, the entire Chinese retail model of the process of change will have a huge impact.

According to Weimin, Suning's regional strategy on the one hand in the first line market in Beijing, Shanghai, Guangzhou, Shenzhen and other first-line network shopping core market, Suning will carry out key category breakthroughs, accelerate product layout, speed up the construction of warehouse delivery service network, accelerate the pace of talent reserve and training, increase the investment in marketing To speed up the implementation of category-same-price strategy under line online. In order to realize the simultaneous development of line on-line, the goal of developing double line market scale together.

Second, in three or four markets, due to the limitations of distribution network, these areas are basically the distribution of electricity sales of the vacuum zone, at the same time Suning entity store network is currently in the three or four-tier market has a large number of blank areas. Suning is therefore easy to purchase will become an important part of suning multi-channel expansion, relying on the national Logistics Base construction and rapid expansion of Express point, rapid layout, in the absence of Suning stores, Suning will take a step forward, as a blank area expansion of the vanguard, to enhance the overall market share.

Suning easy to buy the launch of the launch of the first Beijing strategy, also be interpreted as the line to the online peer of the offensive. Hounron, executive vice president of the North China region of Suning appliance, made clear that the core of the region is a link line with the implementation of the same price strategy, starting from mid-August, Suning Electric line stores will be the first to start 3C products online under the same price promotion, all prices will be on-line under the same time competitive, Consumers can also do shopping when the network parity, there is less than the actual price of the store prices will be immediately adjustment.

Beijing Raiders of the online section, the main direction is open platform. It is understood that from now on, for the suppliers in Beijing, Suning Tesco will provide the shortest 7 days of the settlement cycle, thoroughly subvert the current 60-90-day settlement cycle of the electric business platform to attract the best suppliers to settle in, accelerate the turnover of products and SKU expansion. 7-day settlement cycle, which will create another data miracle in the electric business industry. According to reports, Beijing Suning Tesco plan in 2013 to complete the introduction of 80% old brand, the brand more than 1000.

According to Hounron, prices are one, but not the only. Service upgrade is still the most important of suning Beijing market, Hounron said, Beijing Logistics Base, phase Two has been completed construction, covers an area of 150,000 square meters, three period of 300 acres of land has been put into development, can be put into use next year. In the second half, Suning will be set up in Beijing more than 80 from the point, more than 60 distribution points, covering all parts of Beijing, will be reduced to 12 hours of distribution limitation. At the same time, Suning's flagship store resources, the follow-up will be as suning easy to purchase the experience center, consumers can go to the store to complete delivery, machine inspection, product testing, return and replacement of the entire flow of services, forming a good service closed loop.

Weimin said that the Beijing strategy as a national pilot, the goal is to reach the Beijing line in the year of the total scale first, Beijing Suning easy to buy from now to the end of 2013 to achieve tens of billions of sales, to become the first regional share of electricity. At the same time, the pilot Beijing strategy will also form a system line under the coordinated business model, the latter will be to Shanghai, Guangzhou, Shenzhen and other regions to replicate.

1 billion let the 8,183 anniversary of the first wave of restaurant celebrations

In response to the upcoming three anniversary, Li Bin said, will hold a grand feedback activities, which, "1 billion red envelopes every day" large general benefits activities will run through the entire store. Point open suning easy to buy the official website can be seen, from August 1 to August 14, August 21 to August 31 two time slots, registered members through the large turntable draw, you can receive Gold coupons (100 yuan), silver Coupons (50), bronze coupons (5 yuan), the odds of winning 100%. It is also a large-scale implementation of the "Universal General benefits" project activity since Suning's online purchase. According to the current statistics show that the activity on line 7 days, the daily average number of new registered members up to 500,000 people, order growth of 100%.

Li said that, in addition to the large-scale distribution of free red envelopes, Suning also organized 1 billion of the special supply, every day to open "birthday blasting money every day" snapped up the special session, Haier, Samsung, Sony, Grand, Philips, Maotai (600519, shares bar), BenQ, Toshiba, Uranus, Tang Lions, Pantene and other hundreds of brands all participate in , with an average discount of 30%. For example, Sony color TV kdl-46hx750, limited straight 1200 yuan, activity price below 6400 yuan, ThinkPad Notebook e430-3254a72, limited straight 500 yuan, activity price below 3600 yuan; side too cooker jzt-fz26ge-12t, limited straight 300 yuan , the activity price below 1000 yuan.

In August 15-20th, the climax of the month, Suning Tesco will also start super 0 yuan shopping activities. 0 Yuan purchase is suning easy to buy online three years of previous marketing activities in the strongest, the highest degree of recognition, the number of participants in the brand promotional activities. The three anniversary of the Super 0 Yuan purchase activities of the long (six days), the participation of the wide range of goods (10,000), are suning easy to buy the most. During the activity period, as long as the netizen through the mobile phone certification for Suning easy to buy site members, can participate in activities, buy how many to return to the general coupons.

Together with Suning easy to buy online promotions, Beijing Raiders in the physical stores have also been fully reflected. According to Hounron, from August 17 onwards, Beijing Suning will be in the physical store launched the "four major subsidies for the entire product competitive breakdown of the city," the theme of the activities, including the state energy-saving subsidies, suning replacement subsidy, factory brand subsidy, guarantee housing subsidy, including the four subsidies, the maximum subsidy can reach 40%; Suning easy to buy a large number of special offers will also be with Beijing Suning 88 entities store share, for consumers to take more concessions. In addition, Su Ning also promised, if consumers in suning easy to find the same product price higher than the top three of other peers, Suning easy to buy and Beijing Suning store will make adjustments at the same time.

Liang, a veteran industry observer, said that Suning preferred to increase the development of Beijing area in the second half of the year, and select 3C Product trial line below the same price, to carry out a large allowance, aimed at the breakthrough through the core category, driving the whole site sales. Another layer of meaning is that the choice of the most concentrated Beijing area, and the use of services and price of the dual competition model, its purpose is self-evident.