Su Ning's profit is worrying jindong the cloud business model to make a wide range of enemies

Hinting, the beginning of 2013, the Electric Business circle began brewing storm.

February 21, has been a few days of Jindong eyes red in Suning headquarters to the scene hundred media announced their own pioneering-"Suningyun business" mode, formally "Suning appliance" renamed "Suningyun Business." A stone stirred thousands of layers of waves, people confused the mind of the "cloud business model" quickly become the focus of the major media discussions.

Low-key years of Jindong these two years is very high-profile, "last year, I almost became the largest financial media entertainment characters, ha ha ..." at the luncheon, Jindong with a consistent hoarse voice smiled to the media in the presence of a drink, quite satisfied.

In Jindong's view, the new model of Suningyun is not only a new direction of Su Ning's leaping development, but also a new trend of China's retail industry transformation and development. Jindong use a formula to explain Suningyun: Shop + Electric Business + retail service provider. The goal is to serve the whole industry and serve the whole society.

As a slot-in in the field of electric business, Jindong is not willing to drown in the Ali Department of the Electric Business service platform, also do not want to accompany Jing dong together to burn money, he needs to establish his own set of rules of the game in order to achieve differentiated competition. So he asked Suning products to expand to the whole category, business involved in department stores retail, electricity, finance, logistics, real estate, catering, large data, marketing and so on.

This unprecedented creation is indeed very plump, but the reality may be very bony feeling.

Jindong's "Cloud quotient" logic

"There is no line on the line, there is a line to have a better line." ”

What is a "cloud merchant"?

According to Jindong, the core of the cloud is based on the cloud technology, integrated and open suning front desk backstage, the fusion open Suning line, the service of the whole industry, service customers. Yun Su suning not only to do the line, but also to do the line, not only to do the shop, but also to do the electricity business, but also to do retail service providers. Not only product expansion to the whole category, but also launched an open platform to attract major electric dealers to settle in the form, including the business, open platform, O2O.

From the traditional home appliances enterprises to the online "Suning easy to buy", and then to launch the "Suningyun business" model, just 4 years, Jindong constantly try to change, and "cloud business model" is his to Su Ning to explore a new road.

2009, Jindong launched the "Suning easy to buy", the official "net". After two years, "Suning easy to buy" performance is mediocre, because at this time the purchase is just as the Su Ning line under the entity store supplement. In the case of substantial store profit, Jindong has no reason to be his own life.

June 19, 2011, Jindong a high-profile release of the "2011-2020 New decade Development strategy", from the chain, performance, marketing, E-commerce and other aspects of the target is expected, and "put down malicious words": suning in 2020 will become the total number of stores 3,500, sales scale of 650 billion yuan ( Line 350 billion, line 300 billion) of the Big Mac.

However, six months later, the Liu of tens of billions of revenue to break the Jindong dream, forcing Jindong adjustment strategy, began regardless of the cost of the development line on the "Suning easy to buy", "line online fusion" to become the key word.

Industry personage analysis, Jindong will face strategic adjustment inevitably, because six months ago, the strategy has no way to complete: do not consider the online suning easy to buy income, Suning line Real store income 2012 years ago three quarter negative growth 1%, stores also from the annual net add more than 300 to negative growth, offline business atrophy has become an indisputable fact. And the latest release of the 2012 Suning results also showed: 2012 Suning appliances to achieve operating income of 98.3 billion yuan, an increase of 4.78%, and online business growth of 157.9% year-on-year. Therefore, online income has become the only growth point of Suning's future income.

As a giant in China's retail industry, Jindong is acutely aware that China's retailing industry is at a critical juncture in history and that change is the only way out.

"Industry cost growth offset consumption growth, network shopping channel shunt line, logistics distribution low quality and high speed development, substantial retail enterprises large area of benefit decline, electric business enterprise general loss." The industry has only a handful of information information, advertising search of the electronic business service providers profitable, logistics service providers to maintain sales profit growth. Jindong said with a tight frown.

So, Jindong volunteered to take the responsibility of China's retail industry transformation, launched the "cloud business" model. For the line under the relationship between the Jindong has a further understanding: "There is no line on the line, with the line to have a better line." ”

But it is not easy to get into the fast lane of the transition to speed up and cross fission.

(Responsible editor: The good of the Legacy)