Suning embraces the Internet in a comprehensive way to establish new market rules

Cost growth offset consumption growth, online shopping diversion line, physical retail enterprises in the large area of benefits decline, in the retail industry, one of the most difficult times, China's largest retail company Su Ning began to try the transformation of the Internet.

Su Ning Vice Chairman Weimin, Suning easy to buy executive Vice President Li Bin in Accept Sina Science and technology and other minority media interview stressed that Suning whole company is facing a comprehensive transition to the Internet gateway, the company has been determined to completely transform the Internet, now suning Tesco has completed the Internet company's architecture system adjustment.

"At first we were not very mature in the choice of internet retail, the concept of the 2009 easy to buy platform is very narrow, just think we lack of online channels to do an online channel." "Weimin recalls," At that time we put the line under the split, causing a lot of problems, such as two channels in the sale of mutual game, procurement, logistics platform can not be shared. ”

"After more than 3 years of development, we increasingly feel that the line under the two major channels must be integrated, so that the February 21 suning new organization of the new structure of adjustment." "Weimin said.

June or push free open platform

In that adjustment, Suning will be an independent company nature of Suning easy to buy back to the headquarters system, into E-commerce business headquarters, with the chain platform operating headquarters, commodity management headquarters, the formation of the three major business groups. Suning easy to purchase the original procurement function was withdrawn to the group Commodity Management Headquarters, logistics functions are also unified to the group, Suning easy to buy itself only responsible for the business management platform.

Weimin explained that the past Suning easy to purchase as an independent company has procurement, and sales, as well as logistics, after adjustment, Suning easy to purchase only focus on the commodity, operation level, as a platform or portal to operate. "This adjustment changes very big, even outside someone said, Suning is not easy to buy, in fact, only the past procurement, sales function has not, but as a shopping portal space will be greater." ”

In the business category, Suning Tesco has begun a "great Leap forward", in addition to the acquisition of red children brought by the mother and child category, cosmetics, department stores, daily necessities, books, video, music, digital applications, information, games, business travel services are included in the layout of the easy to buy.

According to insiders, in order to accelerate the expansion of the category, Suning easy to purchase or announced in June free open platform.

Prior to this, Suning open platform has been operating in the procurement model and joint venture mode. The former refers to the direct supply of the merchants to Suning, Suning is responsible for the sale of goods, the latter refers to business and Suning joint operation, Suning provides warehousing/distribution/settlement/Unified Invoice services to the way of deduction points to settle.

According to Weimin's description, Su Ning will transform the internet retail, not only physical store and virtual shop integration, but from the bottom of the enterprise structure and business model to the Internet company to transform. In addition, Suning is planning to open the cloud computing, data, finance, logistics and other platforms, become a real Internet service provider.

New retail rules: Online Prices

Online store, in order to avoid e-commerce to the offline entity shop diversion, Suning will timely launch line under the same price policy.

Weimin said, "In the past, the online shopping crowd and physical store shopping crowd is two groups of people, but with the advent of the mobile internet era, the difference between the two groups is getting smaller." Now consumers have formed a new consumption habits, to the physical store will also be through the Internet parity, suning must adapt to this trend. ”

"We can not because of the rise of online shopping to abandon physical stores, in fact, the advantages of physical stores is still very clear." "In Weimin view, the reason for the rapid rise of electric power, is largely because of price advantages, if the line online with the same price, the advantages of the real store will suddenly be highlighted."

"Of course, line on the same price does not mean that the national suning is a price." Weimin said that Suning is based on commodity category will be divided into several regions of the country, the same price refers to the same area line in the same price, in different regions or there will be a certain price differences, this is mainly due to logistics, regional agents caused.

Weimin said that the proposed line of the same price and the same as before, mainly for short-term promotions and competition, but now based on long-term consideration and proposed the same price policy. "Suning former price dual-track model has not been able to lead the industry development trend, based on the new internet model, Suning needs to establish new market rules." ”