Su Ning tries to solve the troubles of the right-hand

Su Ning is trying to find a solution to the "right hand to peer" troubles. From today, Suning announces all stores and online mall suning is about to achieve the same price.

Suning to achieve the reason is, will be easy to buy suning original commodity procurement, pricing, supply functions, into 28 commodity division, at the same time face line two platform, unified procurement supply, unified sales pricing.

Once the same price strategy is realized, the low price myth of e-commerce will be broken. Some argue that this is a way to squeeze competitors at a low price and ultimately gain market dominance.

Facing the site rent, promotional personnel, such as the huge "rigid cost", the line of the same price must seriously affect offline business profits. is Su Ning reducing line margin, self-sacrifice?

The online impact on the line is unavoidable. Suning 2013 earnings Show, Suning home and abroad replacement, close the chain 182, can be compared to store sales revenue fell 12.38% year-on-year. According to Tencent Science and technology, in order to reduce personnel costs, Su Ning has begun to reduce the number of promotional staff, from each brand with more than one shop assistant, a shop assistant can also sell multiple brands of products.

In the reduction of efficiency, Su Ning did not stop the expansion of the offline layout. Last month, Weimin, vice chairman of Suningyun, said: "By 2020, Suning stores will be increased from the current 1700 to 3,000." ”

If the continuous expansion of the shop, this rely on the long-term reduction of the line under the margin to achieve the same price with the loss of the sale of suning is impossible to choose. Independent Electric Business analyst Li Chengdong that, single from the gross profit margin analysis, the electricity merchant's gross profit margin 5%-7%, suning entity shop's cost is about 14% in the long term, currently has not seen the feasible solution way.

Then, to ensure that suning line on the same price there are two other possible: the cost of suppliers, consumers pay.

For suppliers, in Suning platform on the line to achieve the same price will inevitably disrupt their own price system. China Electronic Chamber of Commerce under the Deputy Secretary-General Lu Xianbo (Micro-BO) to accept Tencent technology interview that: "After all, the supplier of channel business partners not only suning, it is difficult to convince suning thousands of suppliers to take a unified action," especially in the diversified channels today, Su Ning is difficult to disregard the interests of

Gome (micro-blog) Senior vice President Yang publicly said that line on the same price can not be the lowest price. In his view, the current retailer's operation in China is not to adopt the model of the price difference, but to collect the supplier rebate after the goods are sold. Therefore, the retail price of many commodities is controlled by the suppliers. The implementation of the "line online price", when the online and offline prices are different after the same price commitment, if one of the channels of commodity prices down to the price of suppliers below, even if the retailer's own money will be resisted by suppliers, and even the extreme situation of goods without price.

"To do line on the same price can only take the price on the high principle." "Yang thinks. And according to the people familiar with the technology revealed to Tencent. Just the other, the supplier has begun to raise prices on some of the online products that provide suning.

The use of the way to raise prices, will directly lead to the loss of Suning customers, Suning obviously will not let the market hand, the opportunity to leave competitors.

Therefore, suning and suppliers need to reach a deal that will not affect other electric business enterprises, fear of collective counterattack, but also to ensure that the supplier price system is not affected, both lines under the line to profit at the same time the bargain.

"Suppliers only need to supply the next batch of products to their own profit margin more, the size of the large electricity dealers will still be low, but compared to the price below the line, the price difference disappears or closer." These people said that Su Ning's line with the same price products more will be buyout or special goods. It is not difficult to find, Suning has been willing to take exclusive underwriting with the brand model of cooperation, such as Pioneer, Philips is Suning exclusive channel agents. "These are difficult to see in other stores or different product models, suning easier to implement the same price line." ”

This is the future of suning and suppliers of non-stop game results. At least, in comparison with the online business is difficult to surpass Jingdong, Taobao, under the dominant position of the obvious Su Ning, the same price strategy at least let the offline business to obtain a certain buffer space.