Suning easy to buy War: Die knock traditional electric Shangli holding cloud business model

On the morning of 17th, Suning executive vice president on Weibo posted 418 afternoon, with a long micro-blog, between the lines reveal two meaning. First, the war on the traditional electric power, will be with the traditional electrical business dead to the end; second, the acceleration line under the integration, deepen the cloud business model. Careful observation, you can read from the micro-blog content of some of Suning's new development direction.

Suning Lock Cloud business model

At the end of February this year, Suning held the spring deployment meeting, finally clear is suning future development direction, "electric quotient + shop + retail service provider", at the same time Suning appliance officially renamed Suningyun Business (002024, shares bar). From then on, Suning intended to make a difference to the retail model, "traditional electric quotient", "traditional retail" and "dual-line", its own cloud quotient model is the dual-line electric business model upgrade. Before you know it, the electric dealer is dubbed the "traditional" word, the first time to see it is said that the traditional retail, but for competitors labeling is the marketing area of habitual means.

Suning Appliance just started renaming Suningyun business, many people feel foggy, including the author, especially this "cloud" word, but after a series of marketing propaganda, the image of the Suningyun business model seems to be a little clear. Suning to Cloud merchant definition is "electric quotient + shop + retail service provider", in fact, is the layout line at the same time the two retail channels, but also service B, C class customers, although the "cloud" word is used rotten, does not sound good, but at present, in addition to this word, do not think of other better can be summed up the word of suning mode. For the corporate public relations image, can be simple and clear into the attention of the mind is very important, can not mention the Suning model every time with the "line under the integration of the development of" this long and can not accurately summarize suning model, so suning mode can never be deeply rooted in people. For example, one said "consumer", the electric businessman knew that this is "enterprise to Customer" meaning, Su ning to give the public definition is "cloud merchant". In the future, as long as the "cloud quotient" word, the user will know is probably such meaning, this is Su Ning is doing.

Price war is to prove the cloud quotient model

The model transformation, the name has been good, but does not have the market performance and the consumer approval model and the definition are the nonsense, therefore in the comprehensive transformation period (this transition period including the model transformation, the business transformation) the SU Ning urgently needs to prove its model success to the market. The most effective means to allow Suningyun to quickly open the market pattern is the price war, which is similar to the way in which the market position of electric dealers was determined by the price war between Beijing and the east. On the surface, Su Ning is in the price war for market discourse right, but actually is suning easy to buy through the price war force to push the cloud business model. A new model always needs the market and consumer recognition, Suning is no exception.

This 418, Li bin Weibo said "the cloud and the traditional electric dealers have a war," this sentence is particularly eye-catching, suning easy to buy is Suning's electricity quotient website, a traditional electric quotient will Suning's suning easy to buy and the day cat, Jing Dong and so on pure electricity merchant to clear the boundary, especially "the tradition" two words feel than "pure" the word impact force is stronger, But the author wants to express is not this question. To say, in the case of several attacks, Jing Dong did not challenge the situation, Suning has targeted in the traditional electricity market, in fact, and the cat target in the traditional retail market, the same truth, are the affirmation of their own model, as well as the original model to launch a shock, the change in the retail business model is more than the price of electricity dealers and more weight of the topic. Day cat to leather traditional retail life, and suning to leather traditional electric quotient of life, Su Ning expressed unclear meaning, the author for them to say.

Revolution, all need to bleed, 418 of the electric dealer price war is the premiere of Suningyun, but also need to devote more energy, more resources and more money. Since it is the cloud business model, the line under the coordinated combat, team coordination is particularly important, this is the whole of suning supply chain test, the test of the backstage system, logistics construction test. At the same time to the traditional electric power to launch impact, Suning easy to buy is shouldering the arduous task, it will be easy to buy suning capacity of traffic control, integrated marketing capabilities, Web site system pressure capacity, user service capabilities, and so put forward a new test. Suningyun need the opportunity to prove themselves, time and time again the opportunity of price war is the best chance. Transformation is difficult, the revolution is difficult, this period Su Ning to withstand the loss of profits, from Suningyun business Chairman Jindong's recent position ("price war to continue to play") can see Su Ning is Iron heart of the discard profits, struggling cloud business.

The impact of the electric dealer on the traditional retailing has also created the Su ning today

said that the electrical business to the traditional retail life, in fact, in turn, the electricity business also to the traditional retail to create opportunities. Liu to be in the field of large electrical appliances destroyed suning, but also achieved suning easy to buy today. The electric business did have a great impact on the traditional retail, and I think the impact will continue, in-depth, Ma said the revolution is very accurate, not too. But the revolution does not mean to let the traditional retail die, in fact, Su Ning is also occasion electric business revolution has the opportunity to quickly transform.

Even if there is no electric business model appeared, the previous suning main electrical business will soon encounter market bottlenecks, but the electricity business accelerated the arrival of this moment, Su Ning also occasion to introduce suning easy to purchase and then began the transformation of department stores. Without the impact of the electrical business, Suning department store transition to a slow pace of three years. At the same time, the Beijing-East and Suning war, although the Su Ning has some real impact, but also laid the market position of Suning easy to buy.

Conclusion

There are a lot of things that need to be perfected Suningyun I do not know whether the success, but can be sure that only the real two-line integration (including supply chain integration, logistics integration, price system integration, etc.), Su Ning can get rid of the left hand to play the right hand situation, in short, I thought the structure is now under the line must be more expensive. Suningyun business and should be in the channel to control for profit at all, should be through the dual-line retail channel platform, to scale profit, and then develop other value-added services to further improve the benefits. Day cat, Jing Dong and other electric business play more suitable Suningyun business model.

In addition, the price war is best not just PR war, consumers are more and more intelligent, do not take some "real material" out is not going to pay, on their own reputation is also detrimental to the major electric dealers please be careful.

Finally, in Li Bin's microblog and polemic, two mentions the open platform, recently there is news that suning easy to buy on the open platform will have big moves, now it seems to be the real. (This article comes from I Black horse net)