Su Ning: Will the "cake" of the electricity trader become another Kodak

In essence, electricity dealers are still retail. And the retail business is operating efficiency, Su Ning already familiar with that set.

In the 2012, the days were not comfortable for Jindong, who had ascended to the throne of the http://www.aliyun.com/zixun/aggregation/11442.html "> Commercial retail richest man."

The surging of the electric business, for Suning's physical store development caused a huge impact, suning appliance's earnings show in the first half, the new open chain for 79, and the replacement and closure of the chain to reach 74. In fact, it was the first time that Suning had reduced the number of stores under the line in 7 years. And its semi-annual performance Express also showed that the first half of Suning net profit 1.745 billion, down 29.49% from a year earlier. In the secondary market, Suning's share price has shrunk nearly half since the beginning of the year.

Perhaps in order to express the absolute optimistic about the future of Suning, in July, Jindong through wholly-owned subsidiary of Nanjing Run East Investment Co., Ltd. subscribed to 288 million shares of Suning appliance, the amount of capital contribution of up to 3.5 billion yuan. At the same time, Suning Electric group through the China Resources Trust 2.2 billion trust financing, Jindong also to the individual assets of the joint and several security liability.

All efforts are in order to enlarge and make suning easy to buy, the King, the loser. But the contradictions still stand out on line. Kodak was because of the fear of digital business will rob the film business to the left and right, in the strategic wavering and eventually plummeted, "Su Ning will become another Kodak?" "This is a concern in the market.

In fact, the jindong is not as passive as the outside world would have guessed, but has been paying close attention to "waiting for the best time". 2010, Suning in the battle with the United States for many years finally won, the momentum is flourishing. With brand, capital, manpower, logistics, information and other advantages, in Jindong view, to win the electricity market is only a matter of time.

But Jingdong, Taobao are not vegetarian. Jindong in the field of circulation for many years has not misjudged the development trend of the electric business, but unfortunately, the electricity market changes too quickly, the waiting time seems to really make suning slow a beat.

As the outside world said, Su Ning's key is the right hand mutual fight. Suning easy to buy on the line after the results are also good, but the face of the Jing Dong is still just catching up with the trend, some of the advantages of the line has not been postponed to the online, resulting in the second half of the impact of 15 billion of sales target, feel more laborious. And Beijing east last year on 21 billion, this year has been Hao say to do 60 billion.

Offline, online integration is really a headache: one is the line under the hundreds of billions of years of effort, but in the face of gradually reduced to jingdong "experience shop" fate, must be changed; One is the scale of about 10 billion, but also is the future sustenance of Suning, project burning Money, the outcome is difficult to material. What should be the choice?

Judging from recent moves, Jindong seems to be eating the cake of the electricity dealer and betting on his own assets.

August 8, Suning announced that starting from mid-August, Suning stores will be the first to start 3C products online with the same price promotion, to ensure the lowest prices throughout the city. Online with the same price to Beijing as a pilot, starting from the 3C category, and gradually to the national Suning and other categories to promote. Su Ning Vice Chairman Weimin also "Cannon" said, at present many domestic electricity website uses the investor to subsidize the consumer, again uses the scale to attract more investment to enter, is tantamount to "the MLM". "Electric dealers are not online games, not castles in the wind, actually the real economy." Should be based on the Entity Center and Logistics network, at the same time need the relevant state laws and regulations. "August 15, Su Ning and Jingdong real knife live price war officially opened the curtain."

In fact, whether Jingdong or Su Ning is easy to buy, in essence, the electricity business is still retail. and retail business is operating efficiency, many years of manufacturing and professional division of labor, Suning has already known how to enhance the retail efficiency that set-according to Weimin, Suning easy to buy operating costs less than 8%, the industry's lowest. With this basic protection, coupled with the determination to burn their bridges, Suning's future should not be too bad.

Regardless of the outcome, this round of pitched, the most stolen music is actually manufacturers and consumers. Consumers do not need to, the manufacturer's intentions in the longer term. The reason why the BoE can be big, only on the scale of 20 billion with the manufacturers to negotiate prices, mainly from its channel bargaining power. Whether it is a traditional store or a field of electrical business, for manufacturers, more channels to participate in the competition, is a more favorable situation. This and offline they also do not want the idea of suning a single big one, the channel more just more safe and more favorable.