Suning changed its name to cloud business or usher in a new round of shuffle

A wave of electricity trader reform has kicked off. After the announcement of the fourth round of successful financing, the retail industry giant Suning Appliance (002024, shares bar) Chairman Jindong also sit still. In the February 17 annual spring Work Deployment meeting, Jindong said, Su Ning to China's retail industry to contribute to the spring, do online retail service providers. Then, on the evening of February 19, Suning issued a notice that the company's name to become more "Suningyun Group Co., Ltd." to better and the future business scope and business model to adapt. At the same time, Suning Appliance's English name by the original "SUNING appliance Co.,ltd." Change to SUNING COMMERCE GROUP Co.,ltd. ”

In fact, Suning renamed "Cloud Business" plan has been brewing for a long time, jindong in public, said that China's retail industry is in the history of crisis, industry cost growth offset consumption growth, network shopping channel shunt line, logistics and distribution of low quality high-speed development, substantial retail enterprises large area of benefit decline, the general loss of electric business enterprises. Su Ning will make full use of this year to enter the transition speed, across the fast track of fission. In the new 10, not peers have become peers, not rivals to become rivals, in fact, this is not to Su Ning's challenges and competition, which is aimed at the entire retail industry challenges.

Shen Zhengyuan, a circulation industry researcher at CIC's consultancy Industry Research Center, said in an interview with China News of the press Su Ning put forward "cloud quotient" mode, mean the change of business model and business scope, will focus on the role of retail service more, the next will be the company organization structure, management strategy, personnel appointment reform.

Data show that since its establishment in 1990, Suning has gone through 23 years, especially suning Tesco and Tesco to expand the category of non-electrical appliances, extended to department stores, books, mother and child, virtual products, and so on, have seen its move to electrical appliances, can also say that suning for this day has already done the layout. Since 2009, Su Ning has put forward "marketing transformation", the whole category management, the whole channel expansion. Since then, Suning Tesco and Tesco to expand the category of non-electrical appliances, extended to department stores, books, mother and child, virtual products, etc. in 2012, Suning launched Expo Super Shop, in the door to remove the "electrical" two words.

This, Shen Zhengyuan says, is matched by a gradual personalization and diversification of consumer demand, and will strengthen links to suppliers and consumers on the basis of "cloud" services.

"China News" reporter in the China Electronic Commerce Research Center (100ec.cn) monitoring data, as of December 2012, China's consumer network retail market (including platform and independent sales) ranked the top 10: The first is the cat, accounted for 52.1% share; Jingdong Mall ranked second , occupying 22.3% of the share; followed by Su Ning is the third place, a short 3.5 time market share reached 3.6%, Tencent (3.3%), where the Goods (2.7%), Amazon China (2.3%), Bowser Net (1.4%), Dangdang (1.2%) and so on behind.

As a result, the above data can be seen, Suning is the only access to the 2012 Chinese consumer Network shopping market share of the top ten of the traditional retail enterprises, it is visible in the field of electrical business has been "emerging." At the same time, this will drive the traditional retail enterprises to extend to the line, since the establishment or acquisition of network shopping platform, to compete for food power business cake, to further expand their brand.

In this respect, accepted the "China News" reporter interviewed by the Chinese E-commerce Research Center Network retail analyst Mo Dai, said the company changed its name greatly accelerated the "go to electrical" of the strategic transformation process. According to previous planning, to 2020, suning to complete for the trillion-class enterprises, of which the electric business channel sales 300 billion, physical store sales 350 billion. However, the company wants to enter the trillions of clubs, time is only 7 years, and a formidable enemy.

At the same time, Mo Dai Qing said: "At the end of last year, Gome proposed three years of strategic planning to accelerate its" go to electrical "footsteps, Jing Dong also recently completed a round of financing, in such a background, suning accelerated to the electrical restructuring of the structure imminent. ”

"Shop + Dealer + retail service Provider" model proposed, Suning will be committed to commodity sales and platform services, online retail channel integration and open platform services to become Suning's two main business direction. Shen Zhengyuan told reporters that for E-commerce, the platform will be more attractive to the electricity, especially for the whole category of businesses, open platform is an effective choice for the focus on the operator of the vertical, personalized, unique will become a trend.

Mo Dai Green that, in 2013, China's electricity quotient competition will usher in a new round of the industry reshuffle, and the two or three-line small and medium-sized electric power companies originally narrow survival space will be further squeezed.

Shen Zhengyuan also told reporters that the cloud business model is committed to line under the online channel integration, platform services and the whole category of operation, which will attract many businesses stationed, Suning's service range will be more extensive, and thus form a agglomeration effect. At the same time, Suning will be more competitors, small and medium-sized electric business enterprises will feel the pressure.

Mo Dai Green said: "The" long Tail effect "at the end of the various types of small and medium-sized electric power competition will be more difficult to survive, the majority of its profit status such as" The Fly on the ceiling ", there is light, no future, small and medium-sized shopping site life cycle greatly shortened, the survival of the fittest further accelerated, the industry Low-cost operating sites to stand out "

Perhaps, Jing Dong, Su Ning's change, just is a beginning.