Price Marketing war Suning easy to buy secretly happy

suning Tesco shop

"Billion power network news" may assume, if Su Ning did not heed Liu provocation, now what kind of situation?

August 15 is the original Su Ning Yi to meet their own anniversary, but this script seems to be a bit familiar. Two months ago, to smash Jing Dong Shop is now provocative suning easy to buy.

Suning Appliance (002024, share bar) group Vice Chairman Weimin said that in order to meet the promotional activities, from the beginning of March to prepare to coordinate supplier delivery took half a month to one months.

If there is no Liu Weibo, then, Suning will be an unprecedented 0 yuan purchase for their own birthday. Whether home appliances or 3C digital, and not long ago through the open platform for the introduction of apparel, department stores, books and other categories will be in this one big promotion of the emerging. At the same time, the recently announced online pricing strategy, also will be implemented for the first time.

According to the plan, Suning easy purchase in the second half of 2012 will be full attack Beijing, Shanghai, Guangzhou, Shenzhen and other first-line network shopping core market, from category breakthrough, warehousing and distribution, talent reserves and training, marketing and other levels to promote suning easy to buy a first-tier city.

"In August, Suning will take the lead in implementing the Beijing strategy, the electric industry launched a comprehensive impact on the overall promotion of market share." Said Li Bin, an executive vice president of Suning and Tesco.

In addition, for the lack of occupation of the blank areas, such as the three or four-line city, Suning easy to purchase the role of the vanguard, to enhance the overall market share.

reference to suning easy to purchase information revealed that its ALEAX international rankings in the first half climbed more than 1300, Baidu brand Concern index, rose from 30,000 to the current 100,000, an increase of more than 300%, the number of members reached 14 million.

On the other hand, suning easy to buy through a large number of hard wide, has let consumers realize its change. The more powerful channel for the traditional home appliance retailer is announcing its resolve to everyone. In the words of Liu, "Su Ning is in leather own life".

Suning is going to the comprehensive "electrical" forward. Chairman Jindong for Suning line business set goals unchanged, 20 billion must be won.

But this is not an easy ground to get. Although more than other e-commerce platforms have the ability to control the supply chain of electrical appliances, but in the existing market conditions, suning Tesco want to shoulder this transformation of the mission, to face a lot of difficulties. The data shows that the first half of the total sales of suning is 5.9 billion yuan, close to last year's total, but distance from 20 billion, in the overall ranking of the fourth.

In addition to Su Ning's own electric quotient is not complete, it is difficult to let more consumers have more knowledge of it is the next development of Suning easy to buy the biggest resistance. At the present stage, Suning's main sales and profits still come from the offline entity store. In real life, also rarely see a distribution personnel sent to suning easy purchase orders.

More let Su ning feel embarrassed is, its main business and main business profit growth continues to slow down, which line shop overall sales growth since 2010 slowdown, in 2012 some shops appear sales decline.

To the line business has no turning back, jindong even at the net worth are on the prospect of Suning easy to buy.

But the plan was completely destroyed by Liu's quick succession.

According to Jingdong Mall CEO Liu, the price war is a sudden on-the-spot play, to his prediction, originally planned in the fourth quarter of this year to fight, but carelessly on the advance.

But according to Southern Weekend reports, the price war, Beijing east from provocation to the launch of a series of offensive, is completely an organized "frame." Only the home appliance stock, Jingdong has been fully prepared for one months. In addition, there is a micro-BO marketing agencies involved in the secret planning, airtight to the heart of Su Ning.

Min, deputy director of Suning Market Management Center, describes:

"said the August 15 Su restaurant birthday, ready to discount feast, invitations are sent out, the day before suddenly the next door to the Liu Hotel posted notices, stating that the days to eat not money ..."

So, Su Ning's birthday banquet had to open the door, Dange and Beijing East confrontation.

However, from the hindsight of Su Ning, the traditional home appliance retailer is happy to play the game with Jingdong, and in the price war benefited. It is the use of the Beijing-East and the micro-blog speculation, the popularity of its electric business site and traffic has been short-lived bursting.

Data show that suning in the August 15 daily traffic growth of more than 800%, based on oversized traffic and sales, Suning Logistics Base staff three liner posts, 24-hour non-stop completion of the picking distribution work.

And then, Suning August 17 will be in the country 1700 stores synchronized start battle, then August 18, Suning Yi will also officially set off "E18" big promotion. This is the practice of suning easy to buy this year, every month from 18th to 21st, will be three consecutive days of activities.

So, the big home appliance price war seems to be the next series of Su Ning's action to preheat.

So, a variety of comparison tools, Suning easy to buy the name frequently appeared.

So, the war, Suning easy to buy Baidu Index jumped up to 1.5 million.

So, on Weibo, see more people in the Sun Suning easy to purchase orders.

Baidu Concern Index

Min Weibo

In fact, if there is no Liu of that micro-blog, perhaps, Suning easy to buy is only a normal but the promotion for their own lit lonely birthday candles.

"The same day the four neighbors gathered, the results found that the price of Liu Jia, vegetables are not enough, the results of diners all the nearest to sue Home, SU Hotel business hot, incidentally also received a lot of red envelopes, the outside world began to rumors, two may be relatives!" Min this way.