Su Ning "S TV plan" exposes big data ambition to leather the life of traditional home appliance supply chain

Yesterday, Suning first announced the 1-year-old "S-TV plan", said the plan will change the past factory-led, passive sales of the business model, instead of user-led, technology-driven, reverse customization and precision marketing of the supply chain Change road.

Tauwensheng, a partner at Peking University, said the biggest change is that the product is from the original manufacturer's own will to start from the consumer demand, if such practices can continue, then the whole market will also be changed accordingly.

Some analysts pointed out that in the traditional industry to introduce large data marketing, more understanding of users will become the key to the marketable color TV, Suning's "S-tv plan" may bring new changes in the supply chain of home appliances.

Brand customization of personalized requirements

On Su Ning's claim of "user-led, technology-driven, reverse-customization and precision marketing" this statement, Suningyun Business Group President Jin Ming explained, Suning is through large data mining different user groups on the personalized needs of products, continuous tracking of the latest technology trends and consumer trends, directly leading to meet personalized market demand for product functional configuration design , the reverse to brand manufacturers personalized product customization, large-scale production and centralized procurement, to create a rapid user awareness of the star of a single product, no longer let users find products, but through the product to match the user.

According to Jinming, the supply chain transformation thinking is reflected in Suning's procurement business model. That is, Suning uses large data mining line under the user's personalized needs, the similar needs of the user group classification, relying on the Internet's wide-area flattening advantage, the user fragmentation needs into large-scale demand, 0 for the whole, and then through large-scale customization and flexible production mode, For all types of users to provide the most fit their own needs of cost-effective television products.

According to the reporter of the Daily economic news, custom home appliances have long been not a new word. Prior to this, TCL, Skyworth and other household electrical appliances companies have chosen to establish Internet-specific brands, the United States last year specifically for the "double 11" sales to create a rice cooker, induction furnace and soya-bean milk machine, such as 13 products customized production lines, to achieve large-scale flexible production.

Suning Black Power Division general Manager Chang pointed out that the current custom service is also mainly manufacturers list optional menu for consumers to choose, but the channel customization is not user customization, is the enterprise to avoid price conflicts to take a measure.

And on the Chang, "S-tv plan" is a large data based on the precision of mining user personalized requirements of the brand customization, according to the needs of consumers to carry out a unique function of the configuration, such as for the game users of the TV customization, for the World Cup fans of the TV customization.

Retailer's active involvement in production and marketing

Household appliances industry observer Liang told the Daily Economic news reporter, "Such business model at this stage is conducive to the promotion of Suning's net profit, and can make Suning own inventory to the lowest, and the previous traditional underwriting customization makes the retailer can not very accurately grasp the needs of consumers." ”

In Liang view, custom appliances with user precision, reasonable price, category rich characteristics, not only to meet the needs of some special consumer groups, but also can optimize upstream production efficiency, reduce costs, rapid turnover. The competitive landscape of previously homogeneous products would be broken, and retail companies would be more active in researching and participating in the operation of the supply chain.

All along, the traditional television sales after the sale of quality problems in addition to after-sales maintenance, basically no longer with the consumer business contacts. And the S-TV plan is to sell the TV, in-depth interaction with consumers, to provide them with the follow-up content services have just begun, suning layout of the video, games, local life, leisure and entertainment services will be "S-TV" accurate to provide users with different needs, the formation of late long-term interaction and user stickiness , the marketing model that simply sells value through hardware will change.

Tauwensheng said that other retailers do not rule out the possibility of following, after all, the future trend is also customized.