Su Ning CEO Jindong: Hegemony electric business forever in Challenge ego limit

Suning CEO Jindong

What does Su ning of Jindong sell? Sell home appliances? 3 C digital Products? Wrong。

In the conception of Jindong, chairman of Nanjing Suning Electric Appliance Co., Ltd. in the near future, through the Suning chain system, not only can buy home appliances, 3C digital products, but also can buy books and audio-visual, daily necessities, hotel reservations, online ticket sales, financial products and other products, and even, in suning stores in the generation of electricity and gas charges.

"Suning" is no longer "suning appliance", in the future it will do "Wal-Mart + Amazon" hybrid.

Under the command of Jindong, Suning is like a giant deep-sea octopus--home appliance chain store, Expo Super flagship store, Tesco Shopping Plaza, Suning Easy purchase, Suning Plaza. These channels are like the feet of eight claw fish, touch the Chinese social retail market like a sucker.

Magnificent Blueprint

March 2012, Beijing, Suning Electric held a media thank luncheon, this is jindong every year to Beijing to participate in the two sessions of the Repertoire. During the dinner, Jindong said: "We are considering how to dilute the consumer of suning in household appliances, 3C of traditional concepts, will be ' electrical ' words hidden up, but also reflects suning in science and technology, information and other advantages. ”

Jindong's idea coincides with that of Mr. Jobs. In the 2007, as Apple moved from computer to broader consumer electronics, jobs couldn't wait to remove the word "computer" from the "Apple Computer" brand to reflect the company's new position.

Jindong often said in Su Ning's interior: "Su ning does any thing is not a whim, a thought between the decision." "Jindong has not been satisfied with the 1.3 trillion-scale home appliance market. Behind Su Ning's transformation is his thirst for larger market size. His ultimate goal is to turn Su Ning into a world-class retail business.

In the new decade of Suning's strategic planning, by 2020, Suning appliance entity Store will achieve sales of 350 billion, suning online shopping mall will achieve sales of 300 billion, both add up to 650 billion scale, accounting for China's entire household appliance industry market size of 50%. If coupled with the Tesco shopping Plaza, Suning property assets, by 2020, Suning will become a broken trillion-scale world-class enterprises.

Jindong has always been a steady, low-key image of the people, has been to the outside world to show the "followers", "second place" wisdom. This time, he is quietly point to the various market segments in the field of smoke.

In the jindong of many retailing modes, the imaginary space of electronic commerce is the greatest. Suning can grow into a trillion-level enterprise, largely depends on the success of the electrical business model. Su Ning According to the Ministry of Commerce data, through the mathematical model calculation to obtain a set of data: 2020 China's total social retail sales are expected to reach 60 trillion yuan, net purchase accounted for 10%, about 6 trillion yuan.

There's no need to "be the world's first."

Suning is a fast-evolving company. Jindong said that Su Ning always challenges the ego limit, adapts the new commercial competition environment.

In 1990, Jindong opened an air conditioning franchise shop in Nanjing, relying on the "off-season order, anti-season" model successfully established the heel. 1996, Jindong adjust Suning mode, from "wholesale" transition to "retail", to the chain operation.

In this transition, he began to hear about the Internet, and began to pay attention to the electric business model, but did not "dare to the world first."

1999, the rise of E-commerce in China, to 8848, when, ebay, excellent network, Alibaba as the representative of the company, Consumer-to-consumer, Business-to-business electric business enterprises have been established. In front of this upsurge, Jindong heart, also action. He "wandered" in Zhongguancun, Beijing for 3 days, and visited several internet companies, including Sina.

Back to Nanjing, Jindong held group closed meeting, and invited the consulting company experts to discuss the mode of electrical business.

2001, Jindong began to try to work with Sina Network to launch Electric Mall, this is suning in the field of electrical business for the first time Test water. In the same year, in consultation with the continued agitation of experts, Suning launched the China Household Electrical Appliances Network. At this time, in the understanding of Suning, ERP system is the core of Internet enterprises. After 2002, Suning please come to Germany Bertelsmann's Ouvitte E-commerce company to Suning's ERP system upgrades, China's electrical network finally has a little sales.

At that time the Jindong did not plan to put the electricity into the big business. This initial exploration let Jindong feel, in China still do not have the foundation of large-scale do electricity, at least 4 prerequisites: First, network coverage, network bandwidth is not enough; second, most families do not have a computer; third, online shopping habits did not form; four, the market lacks the rule.

"Through repeated reviews and trade-offs, I finally chose to start with the physical store." Jindong finally came to his own conclusions.

Credit, payment, logistics and other infrastructure construction shortage, has deeply troubled the electric business enterprises. Compared with the mode of electricity quotient, the model of entity store chain is more stable.

2000 years later, Suning, Gome successively from the regional market to the national market, both sides began hand-to-hand combat. The competition between the two big appliance chain giants is always the focus of society. This is also the contest, bringing home appliances chain retail industry revolution.