Strategic implementation Year, the results of the year, to fully reconstruct the new ten years, new Suning

Suning chairman Jindong in yesterday's Suning Spring deployment meeting, said that the 2013 Suning strategic layout, 2014 is the strategic implementation year, the effect of the year, to fully reconstruct the new ten years, new Suning. At the same time, "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." Therefore, the team must have a sense of crisis, facing the challenges of the new and old opponents, Jindong requires employees to return to the wolf culture.

In addition, Jindong also proposed that the Internet era of implementation is no longer a standardized replication, but the implementation of the innovation is to the essence of the Internet and the essence of retailing organically combined to form a suitable for Su Ning's internet thinking and implementation methods, namely: "User experience speaking effect, business innovation speaking effectiveness, system optimization efficiency" of "three-effect law" As the core of suning Internet thinking, the concept of "product decision objective, project decision organization" as the method of suning Internet implementation, tactical focus, key breakthroughs.

About Suning 2014 implementation Strategy adjustment, one is focused on the industry, on the platform, to promote the industry strategy, the second is to subdivide the area, the standard peer, landing market competition strategies.

Read through the internal speech of Jindong, it is not difficult to find suning full embrace the determination of the Internet, but also have a firm own unique characteristics of confidence, and its style of speech is also quite a party and party, perhaps this is Su Ning's formal and serious corporate culture.

The original text reads as follows:

Suning All management cadres, Hello!

The Spring Festival holiday has already ended, at present headquarters and the big area also already entered the normal working condition, spring, this year is the Su Ning transformation Landing, the effect highlights year, in the spring work deployment meeting, I first to everybody worships the old age.

Looking back over 2013 years, we have made a major breakthrough in strategic development since the group's transformation, and have made clear the direction of the development of Internet retailing in one wing, and have done a lot of strategic layout. But under the group's clear strategic path, we have not achieved the desired results.

Therefore, we will 2014 positioning for the group's performance highlighting year, strategic implementation year, to fully reconstruct the new decade, Nova Sunin, new implementation. The strong 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 reproduction ten years ago, but to be firm in strategy and innovative implementation. And the core of innovation executive power, I think in three key links: that is to have a sense of urgency, to build the law of innovation implementation, and to find a scientific way of implementation.

First of all, in consciousness, the improvement of executive power requires "crisis consciousness", "Bright sword consciousness" and "team consciousness".

One is to have a sense of crisis. Entrepreneurship for more than 23 years, Suning is not the most astute, the enterprise is not the most abundant resources, but we rely on "persistent struggle, never say die" entrepreneurial spirit, down-to-earth, and finally put Suning into the industry's leading enterprises. But we can not stop the pursuit of the cause, the status quo. At present, the group is undertaking a third venture, which requires us to have the passion and the spirit of entrepreneurship, all suning people to put aside the aura, and strive together.

The second is to have a bright sword consciousness. Last year I have said that 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. Here The wolf, is a positive, defying challenges, dare to compete mentality. 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. But regardless of who the opponent is, we must have the courage to bright sword, the courage to win, enterprise competition, the final fight is often not resources but perseverance and culture. So I call on all cadres to awaken their own blood has been sleeping, to dare and opponents bright sword, a fight!

The third is to have a 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.

But we do not forget that we are all suning people, with common goals and ideals, the purpose of our work is to use the enterprise platform to achieve their own value. Lone wood is difficult to become a forest, only we together, we can be invincible.

Secondly, in the implementation of the law, the implementation of the Internet era is no longer a standardized replication, but to follow the "three-effect law" to innovate the implementation.

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. This time we use what to guide staff independent innovation, self-management, how we choose the main project, innovation implementation, is the internet era to us a new test.

Today I want to propose a round "effect, efficiency, efficiency" three-effect law ", namely" user experience speaking effect, business innovation speaking efficiency, system optimization Speaking efficiency ", I hope everyone these days in conjunction with the meeting deployment, combined with this" three-effect law "to reflect on the work of the 13 problems, thinking about the work of 14 to develop ideas.

First, the 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 type of SKU, 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 page design, search recommendation, The commodity information, payment settlement and online service should be further optimized and simplified. The market system should break through the traditional communication forms and channels, and the marketing should satisfy the difference demand of different stratum and different age customers, and form the marketing promotion system which accords with the characteristics of the Internet age. Service system should further comb service specification Improve the delivery time rate, the rate of return, service satisfaction and other core indicators. All of our work should be based on the need to enhance the user experience, any damage to the experience of the behavior must be a veto, because the loss of users we will lose everything.

The second is to talk about the efficiency of business innovation, quantitative assessment objectives. The aim of the transformation is to develop, to increase efficiency, the quality of the transition will ultimately depend on performance to prove.

We should 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. Implementation is not meant to be done and done, and not for the purpose of creating value. 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

Third, the system optimization should speak efficiency. For enterprises, there is no perfect system, enterprise transformation is the internal management system to upgrade the process of change. An important principle to measure the optimization of system reform is to improve efficiency, including not only time efficiency but also resource utilization efficiency. 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. Therefore, we must based on the new retail model, in order to enhance operational efficiency as the goal, to explore and solidify new institutional processes, the establishment of a new open management system.

Around the "effectiveness, efficiency, efficiency," the "three-way rule" to provide us with a ruler, to measure and grasp how to select key items, how to implement, how to innovate. Effect first, benefit-oriented, efficiency first. Only speaking effect, not efficiency, it will delay the fighter plane, only to speak of efficiency, do not speak the effect, it will be rushed to the battle, and the final results of both should be reflected in the benefit of the promotion, not to say that the implementation of efficiency, doomed to be unsustainable. This is our Su Ning's internet thinking, in the deep understanding of the essence of the Internet, and combined with the essence of retailing to refine the development of Su Ning's own "three-effect law", all suning people will be as the Basic Law of innovation, so as to ensure that the implementation of effective.

Finally, the implementation also has to say the method. Group last year's focus is strategic layout, so 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.

This year, we must take the user experience as the implementation of the guidance, and requirements to focus on the target, with the image, specific to the core products, to "Product decision objectives, project decision organization" concept, to create suning Internet implementation, to promote the realization of the goal of product promotion. 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, which is the focus of the Department of the project, this deployment will I hope that we have to fully discuss, list, set the responsible person, to these items must be caught in the end, the process must be tracked, the end must have to check. Use project management to break down organizational barriers, break process barriers, improve efficiency, pay attention to results and create benefits. 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.

Your management cadres, the implementation of the 2014 results, the key to you, is your concept, the ability of the full Internet. But the transformation of the Internet, also can not lose themselves, not blindly follow the Internet surface and form of things, otherwise it is Handan, not to understand the essence of the Internet, but also lost its own characteristics and advantages. Therefore, in the enterprise management and management, we must always adhere to their fundamental foothold and characteristics. In business, the Internet brings us a lot of imagination, but what to do, what not to do, how to do, must return to the essence of retail. In the management, the long-term sustainable development of enterprises depends on strict management and healthy culture forever. New technology applications, user thinking, product iteration innovation is what we want to learn, but not the right thing we must also abandon, can not blindly deified and blindly follow, we should see the essence of Internet culture. A point of harvest, I believe, as long as the persistence of Su Ning, and never say die enterprise spirit, and innovation standards, beyond the competitive business philosophy we will be able to achieve the expected goals for 2014.