Suning also play open platform, the rivals of the Shang mall reappear

Online shopping in the domestic vigorous development momentum, so that no one can underestimate it, but also attracted a lot of enterprises wholeheartedly into it. Although the pattern of online shopping is varied, it boils down to two kinds: Consumer-to-consumer and Business-to-consumer, all other seemingly new concepts are based on these two patterns. With the gradual consumer-to-consumer of the model, the Business-to-consumer is becoming the most dazzling crown. And in this crown, the most fascinating is not too open platform.

Taobao on the cat has an independent portal, the annual sales break 200 billion, a steady sitting cast bar, Jingdong Mall on the open platform of more than 20 billion annual turnover, Gome online, Dangdang, Amazon, Q-Q network has already opened the platform ... It can be said that the open platform has become more and more the business model that the operator relies on. Su Ning also finally can't restrain, recently held in the Water Cube open platform Strategy Congress of thousands of people, officially launched its own open platform-"Suningyun Taiwan", and called 3.0 mode, which let other commercial mall formidable.

To build an open platform

Suning in the online shopping mall has long relied on the proprietary mode, but in the domestic special market environment, proprietary mode will always have its limits. Although in these two years of time, by virtue of their own brand influence, marketing means properly, 3c/appliance products on the power, Suning easy to buy from the fierce competition in the market stand out, successfully ranked among the first three of the consumer mall. But this third is meaningless, because the cat family alone, no one can contend with it. And the second echelon of the leader Jingdong Mall by virtue of last year began to focus on the development of open platform, continue to lay its position.

If Suning Yi continues to develop according to the self route, it will only be the position of "millennium old", and may even be overtaken by later people. Self-owned mode has not been able to continue for suning to provide high-speed growth, open platform has become an inevitable choice for suning. Moreover, whether from the perspective of creating a variety of brands and kinds of goods, increasing the viscosity of users, or from constructing a complete ecosystem, by integrating large data, capital and logistics to produce larger scale benefits, the open platform is absolutely a strategic decision about the survival of Su ning.

Development Platform 3.0, highlight the advantages

Suning for the development of their own platform to play a very nice-"Suningyun", but also for it to paste "3.0" label. This is in order to and the original open Platform 1.0 times, 2.0 times to distinguish, highlighting their own represents the new era of open platform model. Of course, this is the definition of Su Ning's own, although it is a speech, but the meaning of which is worth our reference.

Su Ning said Consumer-to-consumer is an open platform 1.0 times, compares it to the flea market, mainly by individual and individual merchant business, provides the service for the consumer to sell the commodity. Consumer-to-consumer mode represents the beginning of the domestic internet shopping era, its positive role is to cultivate hundreds of millions of consumers online-domestic users are extremely sensitive to price, and the price is the advantage of online shopping. But with the passage of time, the Consumer-to-consumer model has become a mere formality, in its open platform, the problem is more. Vendors in the Consumer-to-consumer platform of the quality of the mixed, customary low-cost means easy to attract vicious competition, fake/parallel imports, service security is almost 0 ... As a result, the Consumer-to-consumer platform has gradually become a matter of time, although it still looks vibrant, but in fact has been the platform built by the manufacturers to eat a lot of market-eating.

And b2b2c by Su Ning is called Open Platform 2.0 times, compare it to fair market. and Consumer-to-consumer Platform 1.0 times the biggest difference is that the operator is no longer an individual or self-employed, but for business owners. Relatively speaking, the platform is also built more standardized. Of course, this standard also has a price, the original Consumer-to-consumer platform free mode no longer exist, businesses need to these open platforms to pay annual fees, platform use fees, technical services fees and sales commissions and many other high fees. To qualify for sales and to provide consumer services in a limited manner under the Platform's service framework.

Although platform 2.0 to a certain extent to solve the platform 1.0 existing problems, such as the relatively rigorous audit, the entry threshold is higher, the settled merchant is relatively formal, but did not limit the number of merchants to enter, leading to homogeneous competition serious-so, and consumer-to-consumer platform almost different. And consumers choose the cost is relatively large. In addition, the important point is that in the services provided to consumers, platform 2 only enjoy the benefits, but not the responsibility, but in the merchant and the user "wishy-washy". In addition, the supervision of the imperfect, and even the occurrence of illegal events, such as the cost of the relevant management of the work of the issue of the uproar.

Compared to platform 1.0 and Platform 2.0, this is only a transitional electronic business model, there will be a big change in the future of electronic business model. And in this change, Platform 1.0 and Platform 2.0 so only the online platform will gradually shrink, "line down" combination will be the direction of transformation. Suning platform will be able to the online convenience and the online experience of the perfect integration, forming a sustainable e-business model. Suning Platform 3.0 can be likened to the "free Trade Area", as long as the merchant to meet the requirements of the trade area, they can freely stationed on the platform, enjoy a completely free policy. In addition, Suning Platform 3.0 will also be settled to the merchants to provide in the course of business activities required low-cost supporting services, such as financial services, warehousing logistics services, intermediary services, business owners enjoy a high degree of autonomy and profit distribution rights, the only thing to be observed is the trade service regulations of the FTA.

Excluding these seemingly illusory concepts, Suning's open platform differs from the other biggest points in three places. First, to take a new model to subvert the "landlord Rent" mode, to take the "three free" preferential policy, that is, permanent exemption of annual fees, technical service fees and department stores, daily, books and other key Investment category Commission, so that the merchant to achieve zero-cost settlement. This and the day cat, Jingdong Tens, hundreds of thousands of of the occupancy fee formed a sharp contrast. Second, Suning will open the shop resources, this is the third party sellers on suning open platform of the expectation. So that merchants can freely choose to go to Suning Plaza for brand display, can also choose some of the goods into the store physical display, or can choose through the electronic shelves, two-dimensional code, video and other forms of virtual display, so that consumers can experience the platform of 0 distance merchants, while the store will also provide users with the store, store payment, Store distribution, store identification and many other O2O services. Third, for similar commodities, in the same distribution of the city operating within the number of merchants in 5, in order to maintain a benign competition and give consumers the right to choose, but also reduce the presence of irregular merchants to bring the same quality of vicious competition.

Disadvantage, not to be neglected

Suning built a new open platform for all the franchisee to draw a delicious pie. But at present, Suning's Open platform 3.0 is not all the advantages, which have a lot of disadvantages. In the fast-changing era of online shopping, these disadvantages are likely to become a hindrance to the super open platform of Suning foundry become a reality.

First of all, Suning set up an open platform for a little later, to contend with the cat, Jingdong Mall, etc., but also need a certain amount of time to precipitate, it is impossible to immediately. Start late, it means losing the time advantage, although can rely on the formulation of various preferential policies to attract merchants, but users will not easily convert their own online shopping platform. Tian-Cat and Jingdong Mall are all Su Ning has to face the strong opponents.

Second, how does Suning's open platform quickly get traffic and buyers? To know, although Su Ning is a "line under" a new type of electronic business model, but at present, but also based on the line to drive the line, and finally common development. At present, the day cat has its own fixed flow source-Taobao. As the largest online shopping platform, Taobao's influence is still no one can shake, although the cat has been independent, but still have countless links with Taobao, traffic sharing is simply the case.

Suning's flow is more from the search, portals, navigation, video and microblogging marketing, advertising and so on. Traffic compared to the sky cat is a certain gap, but for the merchant, the platform's attraction is the most important is the flow. This is why the days of cats are very expensive, merchants are still a large influx of reasons. In the current high cost of traffic, Suning open platform How to obtain mass, high quality flow is the most urgent problem to be solved.

Finally Suning open platform can set its own platform management rules continue? At present, Suning open platform rules are very attractive, "three free" preferential policies, support businesses and so looks very attractive. But once the Suning open platform is big? The cat is also relying on low-cost entry fees attracted many merchants, in the form of scale, the rapid rise in prices, and even sparked the merchant's "riots", but eventually succumbed to the strength of the cat. Suning open platform will not always do a loss of business, in the form of scale, the current management rules can continue, it is worth scrutiny.

All the disadvantages of Suning's open platform can not be neglected, because these are the key to the survival and development of its open platform. If we cannot make up for the disadvantage, then in the current competition of the cruel platform, may fall behind the people. One step slow, step by step slow, the future of Suning open platform is a bit more and more. Of course, the right to decide in Su Ning's own hands, whether to turn the disadvantage as the advantage, in its next action.