Jindong internal speech: suning must do a good job in the Internet

In 2014, Su Ning's chairman, Jindong, said at the SU Ning Spring deployment meeting in 2013 that Su Ning's strategic layout had been fully landed, and in 2014, Jindong asked 2014 to become the strategic implementation year and the results of the year, but also asked Suning to fully reconstruct a new decade, the new suning. In the face of the challenges of the new and old opponents, jindong to the staff to think of the return to the wolf culture.

Jindong at the deployment meeting, said last year the group's focus is strategic layout, and this year to focus on tactics, said to "focus on doing big things." On the premise of measuring resources and ability, enterprises should define their main target in different stages. "The Internet competition is a fairly brutal winner-take-all, and if we don't become the leader, even if our company gets faster than the industry average, it could be eliminated." Jindong said.

Jindong at the meeting repeatedly stressed that Su Ning want at the headquarters level, the commodity management system based on industry, based on the platform to promote business strategy. Whether it is electrical appliances, mother and child, or supermarkets, first of all to find these industry leaders and competitors, and then look for the gap between each other, so as to determine each category of channel management strategy, brand cooperation strategy, category management strategy, guide the deployment of the region strategy.

The following is a short summary of the Jindong speech:

The executive power is the most solid guarantee for two times of the success of Suning, but today's executive power is different from the model of standardized replication ten years ago, but to be firm in strategy and innovative implementation. There are three key links in the core of innovation Executive power: The sense of urgency, the construction of the Law of Innovation implementation, and the scientific method of execution.

In consciousness, the improvement of executive power requires "crisis consciousness", "Bright sword consciousness" and "team consciousness".

Crisis Awareness: The group is currently carrying out a third venture, we need to have the passion and the spirit of entrepreneurship, all suning people to put aside the aura, and strive together.

Liang Jian Consciousness: in the internet age, not rivals have become rivals, not peers into the peer. Facing the challenge of the new and old opponents, I ask you to return to the wolf culture. But I said here that the wolf, not the narrow sense of the brutal high-handed, Suning has never been strong bullying weak, weak defying strong, strong to the bone. In the Internet age, we can not arrogant, closed-door development, to open their eyes, to study all the opponents and peers, targeted to develop a competitive strategy.

The sense of teamwork: with the expansion of Suning's field, our system is becoming larger and more complex, but the collaboration between the system is getting more and more difficult. This is not entirely a matter of organizational processes, but also a matter of mentality. Now some of our cadres become more and more standard, more and more closed, indifferent armchair, this mentality of the existence of the work of communication costs rise, resulting in lower communication efficiency.

In the law of execution, the implementation of the Internet age is no longer a standard duplication, but a "three-effect rule" to innovate.

In the chain era, Suning's rapid expansion benefits from the standardization of the system, we work rule-based. The Internet retail era requires us to quickly catch up, but because of our many experience and knowledge structure from the chain, in the face of a large number of new business, and a large number of traditional business innovation requirements, there are a large number of fuzzy areas and exploration space.

Today, I put forward a "three-effect law" on "effect, efficiency, efficiency", that is "user experience speaking effect, business innovation speaking efficiency, system optimization Speaking of effectiveness".

User Experience Speaking effect

We used to talk about "marketing as an outline", and now we have to add a "experience is King". 13 We did a lot of innovative business, but did not give users a good experience, so although we work hard, but users do not buy. This year, we can no longer make head decisions, only to stare at a momentary sensation and promotional effects, ignoring the user experience.

The user experience is a kind of consciousness, the group each system must carry out this kind of consciousness:

Commodity management system to further enrich the SKU (inventory in and out of measurement units, used to measure the large supermarket chains, electric enterprises, logistics management level) of the type, improve the category structure, sample display and inventory deployment;

Offline platform to study more reasonable, more humane layout, moving lines, shopping flow and service standards;

On-line platform's page design, search recommendation, commodity information, payment settlement, online service should be further optimized and simplified;

The market system should break through the traditional forms and channels of communication, and the marketing should meet the different needs of the customers, and form the marketing promotion system which accords with the characteristics of the internet era.

Service system to further comb the service specifications and operating procedures, improve the delivery rate, the rate of return, service satisfaction and other core indicators.

To talk about the efficiency of business innovation and quantify the objective of evaluation

The aim of the transformation is to develop, to increase efficiency, the quality of the transition will ultimately depend on performance to prove.

To deeply understand the meaning behind the strategy, such as the whole category, independent products, not simply increase the category, SKU number, independent product brand.

The whole category is to enrich the user experience, integrated supply chain, and ultimately to find new sales or profit growth point; the purpose of independent products is to enhance the research ability of commodities, implement differentiated marketing, and ultimately to improve profitability.

However, the pursuit of efficiency should be based on the development phase and business characteristics to determine the specific indicators of efficiency, including profit, including the user size, sales scale, and so on, at the same time, the efficiency can not be quick, to follow the nature of retail services to build a solid foundation for development, so as to achieve

Efficiency should be talked about in system optimization

The internet age, is not fish, but fast fish eat slow fish. Efficiency is not compared with our past, compared with ourselves, but with the user requirements, compared with the speed of the opponent.

This year is the group's implementation year, the implementation must speak the efficiency, must advance according to the anticipation, even exceed the anticipation advancement, can seize the market opportunity.

Finally, the implementation also has to say the method. Group last year's focus is strategic layout, this year, we need to focus on tactical, focus on breakthroughs, to "product decision objectives, project decision organization" concept as a method of suning Internet implementation.

In 13, the group carried out a lot of work due to the transformation, although the direction is right, but because of lack of focus, resources are not effectively integrated, resulting in a lot of work results have not reached expectations. Therefore, 14 everyone in the direction of the implementation of the work must have a "product breakthrough" awareness, to "focus on doing big things." In the measurement of resources and capacity of the premise, clear the different stages of the main target.

In the end, we have to establish strategic indicators, strategic projects, identify which category focus is to enhance the scale, which category is the focus on profit, online accounted for, independent product ratio must make a structural breakthrough, internet stores, financial products, mobile resale products must lead, and then define which projects are the group must take the lead, Which is the system-led and which are the department's key projects.

As for how to choose the project, we should choose from vertical industry and horizontal area according to the "three-effect rule" ruler:

First, we should focus on the industry, on the standard platform, promote the industry strategy.

Internet competition is a brutal winner-take-all, if we do not mark the leader, even faster than the industry average rate of growth may be eliminated. So at the headquarters level, the commodity management system should be based on the industry, based on the platform to promote business strategy. Whether it is electrical appliances, mother and infant, or supermarkets, to find the industry leader and competitors, to find gaps, so as to determine each category of channel management strategy, brand cooperation strategy, category management strategy, guide the deployment of regional raiders.

Line under the operating platform, to each of the national competitive platform, targeted to find short board, around the platform construction, membership development, terminal Internet operation capacity building, customer service experience and other core indicators to implement the target, guide the deployment of large-scale localization operations.

The second is to subdivide areas, to the standard peer, landing market competition strategy.

Regional and subsidiary level, to be based on their own offline platform, share the headquarters of the online platform, clear areas within the offline, online competitors. For the first-level market, two-tier market and three or four-tier market, different opponents, should be targeted to formulate a leading, beyond, containment and other specific targets, linkage headquarters resources to implement regional market competition strategy. 2014 's regional strategy, on the one hand, to break through the national large-scale city of the online business pattern, on the other hand to break through the three or four-tier market O2O Fusion, from both ends of the middle, the establishment of suning in the country's leading position in the industry.