Su Ning's future enemies everywhere challenge

Suning from the first day really set up an independent company to do E-commerce, and the official online "Suning easy to buy" after, there have been people ask me the same question: How does su ning solve the problem of the right hand and hand? This was the beginning of the 2011, when Jingdong had announced annual sales of more than 10 billion.

For the retail industry, the scale of sales has always been like a sign of success, 10 billion is a threshold, passed this threshold, proved that the business model is half successful, the other half is what size will achieve profitability and how to profit? For Su Ning, that year's jingdong is the opponent? I believe that from Jindong to suning any one of the shop assistants, it is impossible in 2011 to see Jingdong as a competitor! At the end of 2012, I was in a large listed general merchandise Group Electric Company, once recruited a marketing manager from Suning, she told me who dared in Su Ning inside said Jing Dong is a competitor, if Jindong heard, very likely to be expelled. In 2013 again met Suning electric deputy store long level of senior executives, he still firmly believe that jingdong can not do it, and may die, because Jingdong can not be profitable! Actually, what I'm trying to say is that you don't know how he's going to make a profit.

Deputy Shop long despise Jingdong does not matter, jindong but do not dare to despise, especially in Beijing east recently again announced to get 700 million U.S. dollars financing, cash reserves up to 15 billion yuan. Zhang in more than two years of the development of Suning easy to buy, from his to all the senior executives, the line of staff and Jingdong in marketing, procurement, logistics and other areas of hand-to-hand combat, so not only know how the electric business is deficient, but also basic think clearly how the electric Chamber of Commerce is how to make money

So he will shout "not opponents", this sentence can be said to be the true portrayal of the Internet. Back to the question at the beginning of this article, "Suning do electric chamber will not hand to hand", as a senior expert of China Electronic Commerce Association and nearly 9 years from Taobao small sellers to the consumer and then to the home O2O open platform of the electric business practitioners and practitioners, I reply to everyone: "Su Ning does not care about the problem of hand-handedness, It will definitely be a price war to quickly let its own electric business platform to grow, 3C main products to achieve more sales scale from the offline transfer to the line, the line shop will eventually become a service (logistics distribution, installation, after-sale) and experience shop, 3 C of the main product profitability is too low, and suning appliance more than 100 billion of the scale is large enough, transfer 100, 20 billion, the loss of hundreds of millions of or even billions of of Su Ning has little impact. But through the expansion of the category of electrical, from the electrical penetration to more brands, low parity, non-standard department store category is its real strategic intent, in fact, Suning as the Electric Chamber of Commerce from a gome competitor into the entire department store industry competitors! "Sure enough, in my comments on various occasions after the six months, that is, the end of 2011, Suning easy to buy to expand the category, which is the largest department store brand merchandise." Why is there such a thinking? is because in the retail industry and the electric business industry for more than 9 years gradually clear the traditional retail industry and the electric business sector of different levels, take the simplest and the core of the investment, for the offline traditional retail industry, in the opening of a shop, the difficulty is very large, so they must constantly open shop to obtain scale effect, forming a virtuous circle of investment, But open a 10,000 square meters shop, investment is hundreds of millions of to a billion of! Offline retailing is several times more important than the electricity quotient.

But for the online investment, as long as you have the flow, brand merchants will be willing to cooperate with you, and to obtain traffic for the thousands of stores Suning, and then cast a few billion, the flow of access is not too difficult things. So under the line of Suning electric appliance although already want to go to the department store industry, but the difficulty of large capital demand is also large, and through the electricity quotient, obviously much easier!

But the general merchandise category expansion by Suning is actually hard to verify by the B2B2C, but the open platform model of the day Cat Mall is feasible. Although Jingdong in 2012 to do open platform after several rounds of bitter debate, even in Liu reluctantly agreed to let everyone first "try" on the line called Pop open platform. A year later, this test proves that the Jing Dong's pop is not only reliable, but also is an important way to profit! Amazon Apprentice this test finally crossed the life and death robbery, not only profit in sight, but also get new huge capital.

Suning easy to buy from the Beijing-East open platform strategy to see a new profit growth point, whether it is the opening of the electric business platform, or logistics system open, cloud resources (technology, storage, bandwidth) cloud services open ... Even the future of Suning University and so on, has become a huge profit opportunity to penetrate various industries, this is also the article I wrote earlier, "flat retail World" wrote the same: on the other side of the world, than the supply chain a higher level of industrial chain integration in the way of monopolistic platform, through their own monopoly position, Ali department in the commercial flow , payment system, sales system, data analysis, industry personnel training all-round attack, the direct rise of the pattern of industrial chain, such as Dangdang, Gome, traditional department stores are included in the Ali system, succumbed to its death loyalty of the huge consumption of 200 million of the network to buy people. This is equivalent to the direct challenge and transformation of the traditional financial industry, software industry, service industry and so on almost all industries, this is the power of the platform, this force is still seeking to accelerate the integration of the line to the line, and finally jointly build a flat retail world, no longer have the so-called discriminatory pricing strategy, no longer have information asymmetry to seek profiteering, No longer have the elite and grassroots employment inequality, no longer rich and poor quality of life differences.

Just Su Ning's great "Wal-Mart Amazon" Dream is more aggressive than the "Amazon" apprentice of Jingdong, but also let people pinch a cold sweat, after all, such a "great" dream in China this still savage growth of the land on how many odds? Those who are not rivals have increased in geometric order.

In addition to the traditional department stores mentioned earlier, local 3C retail industry, electric business enterprise, there are internet giants (cloud services), financial industry, education industry, the industry, logistics and so on, Su Ning faces from offline and online competition pressure, which will make suning must have more genes, And there must be greater capital and talent to compete.

In the face of the offline although the monopoly has to adjust the profit structure, change the direction of business, from the sales of "shop" to the service-oriented retailer, in such a process, the local electrical retailers will take the opportunity to have too many variables, and the sales-oriented shop chief and staff to adjust the service-oriented talent, There are also more painful processes. And this process, as the cat and Jingdong, they do not have to face the pressure.

And for the line than their strong opponents, Suning has enough team and capital and time to participate in this battle, but also full of great uncertainty. Coupled with the same solid offline entity of the department store, household industry has also increased the investment and development of the electric business, this competition is doomed than the great dream in the shouting export is cruel rather than heroic.

Perhaps, Suning has no retreat, after all, is not opponents of the opponents are really too much!