Suning Online Shopping: It's the second cake, not the other part of the cake.

As an investor, it is better to take the time and effort to study the upcoming fourth-generation Suning Mall, which is the upgraded version of the online mall, which the home appliance retailer is expected to launch in July, rather than the recent move by Suninsunin, a Japanese laox company. Undeniably, as the first "East crossing" of China's local retailers, Suning Appliance subscription Laox company 27.36% Stake, is a new journey starting point like milestone, but at present, it seems, no one can endorse the success of the merger.　　The synergy that is worth imagining behind mergers and acquisitions is yet to be aged. Compared to the laox of investment imagination, the "upcoming sale" of Suning Mall is already a new dish, "July, we will launch the fourth phase of the business (online mall), the recent commissioning."　　"Suning is in charge of marketing headquarters executive Director Kim Ming said.　　In fact, you can see Kim as the executive chef who dominates the new July cuisine. The marketing headquarters of Jinming and Suning headquarters (chain Development), financial Headquarters, service headquarters and administrative headquarters jointly set up the "skeleton structure" of the company, in which the procurement functions vital to the retail business are placed under the marketing headquarters, in addition to the functions of store display and brand communication.　　As the official website that undertakes the function of brand communication and external information window (suning Company's website) is evolving, Kim is now turning it into a new dish. The Nets will probably scoff at this "new" word--shopping online? It's as commonplace as brushing your face.　　To be exact, even for Suning appliances, online shopping mall is not just a "innovation", with Suning Electric President Sunweimin said, Suning's E-commerce is "think 10 years", "four upgrades." "Intangible" troubled early in the transition to determine the chain of trade patterns in 1999, Suning Appliance's founder and chairman Zhang Jindong with Suning's senior management team, with the most well-known at the time of the two local consulting companies and June Venture, Han Pu Consulting several Mister Brainstorming.　　In that brainstorming session, the burgeoning Internet technologies and platforms were also classified as variables to be studied. Based on E-commerce, the Li Su and June venture president had a bold design, until today, Sunweimin still think it is a "wonderful idea."　　Li Su's vision is: You can put a computer in every community, and then let well-trained staff to help the community to buy electrical products in the consumer to achieve online orders, to achieve a larger range of sales coverage. Such interesting ideas, in 1999, are certainly a bit too advanced. "Too advanced, acceptance will be relatively low, acceptance is lower, will bring cost problems."　　"Zhang Jindong said. Just as many people fail to understand the popularity of the word "pro", no one, buyers or sellers, can predict in 1999 that 10 years from then, there will be an online trading platform with an annual trading scale of close to 100 billion, orcalled the online Mall. In early 2009, Taobao announced its 2008 turnover of $99.96 billion and said it would surpass 100% annual growth.　　Taobao's governors also throw out "the goal of Taobao in the next few years is to reach trillions of deals".　　Taobao and other online comprehensive market changes are not only: People strengthen the "pro" and other online popular word usage habits, more important is the belief in "low price on the internet" and "information symmetry" of new consumers. Zhang Ka Ka is already a "low price on the Internet" fans. In the early 2008, a shopping experience, so that the young Beijing office workers gradually develop online purchase price less than 10,000 yuan of household appliances and digital goods habits. I then saw a humidifier, ran two places, first to the United States and then to Suning. The same model, Suning is cheaper than gome 50 yuan, and finally I found Taobao on the price is cheaper.　　Holding to try the psychology, Zhang Jiajia Taobao bought a humidifier. After a smooth trade, he found online shopping "very good, very strong". While enjoying the cheap pleasure of online trading platforms, Zhang Ka-ka began a conscious search for various online shopping platforms. A name Jingdong online mall, into his vision, the former main small appliances and 3C products. "I compare, it (Jingdong) the price and zhongguancun prices basically flat." But you can save the journey, the ' Amoy ' goods and the bargaining link. "After several price comparisons and shopping experience, Zhang Ka-ka formed its own customer loyalty to Jingdong." He, who likes to buy digital products, has become a frequent visitor to Beijing east.　　Just this past weekend, he spent about 3100 yuan to buy a DIY computer on the east of Beijing. For a long time, through keeping below the line market price of at least 10% of the price difference, Jingdong Mall in recent years, with an annual growth rate of 300% expansion.　　Most memorable is that in the fourth quarter of 2008, the global economy to the freezing point, consumption as expected to start shrinking, many retailers are almost stagnant sales, Jing Dong unexpectedly found: orders are too much to deal with. Echoing a McKinsey study in Europe, McKinsey said there were indications that Internet sales would continue to grow during the recession: in the case of last December, the British retail union figures showed that even if sales of traditional stores fell by 1.4% per cent, Online sales in the UK are still up 30% from a year earlier.　　Everbright Securities analyst Huang Zhigang View, the network has a natural "fast" appeal, this feature is destined to be in the circulation industry companies need to study the subtext behind the network platform. Su Ning, Gome as the representative of the home appliance chain retailer, once through the practice of "low price doctrine" and quickly become the industry's retail hegemony.　　But today, the industry challenger, who is cheaper than the "low price", is still doing the same. And then move on, then, back to Zhang Jindong's "Advanced degree" topic. In addition to too advanced, will lead to unnecessary costs, Zhang Jindong also agree, if there is no "superBefore "You are prepared, you will miss the opportunity to develop." Suning is about to launch the fourth upgrade of the online mall, is IBM Nanjing Branch this year to implement an important project. Before IBM to help Suning implementation of the online planning is also an e-commerce field of the big-class company-Bertelsmann, "the third generation was to get through the online sales and inventory issues, Sunweimin said, but to 2006 years later, Suning's background system overall upgrade, began to fully introduce the SAP company's ERP system.　　The original planner, Bertelsmann, although a good experience in the consumer, but for the development of the SAP system docking is not familiar with IBM has become a catch.　　Even before Bertelsmann, Suning has been in 2000 years or so with Sina cooperation E-commerce. Since then, even the beta version of the plan, Suning Mall's symbolic significance is still greater than its as a channel model of the real value. The expansion of the scale under the line is still considered by Suning's policymakers as "the focus of the industry's competition for quite a long time".　　You have to brag about how the Suning mall is advanced, that is, Guo's crosstalk-it is irony. More realization and worth differentiating is: first, for those who are Taobao "spoiled" the pursuit of online low-cost consumers, Suning Mall how to provide a price competitive product mix? Is it going to the bottom of the price? or fix the consumer expectations of online consumers? How to fix it? Second, the line of the price system and online price system is unified or differentiated? If there is a distinction, how much is the difference? Will this difference erode the line of business?　　Moreover, how to graft the original logistics distribution system, so that Su Ning's e-commerce can legs? For the first question, the price corresponds to the cost. With more than 800 online retail outlets of Suning, there is no doubt to pay the relevant rent, utilities and other fixed fees. This is the space that online challengers claim to be able to let go. 2008 Suning Annual report shows its rental costs + water and electricity costs + decoration costs of 2.37 billion yuan, of course, including its logistics distribution center of the fixed operating costs. How to digest this cost?　　Suning's answer is: through the size of procurement, to obtain more competitive product price or differentiated products. This brings me to the second question.　　The traditional retailer's online mall, before often encounter an embarrassment, is: Customers through the online store and sales staff sharpens hard, it is possible to win over the line price of "total shopping costs", in short, is the store manager and other people's store price right and the added value of gifts. At the end of last year, in Beijing with reporters to talk about this issue, Sunweimin also admitted that "pricing is not easy to do, in this industry in different regions, different time, price changes too complex, too casual." "It involves the overall problem of supply and marketing and pricing in the home appliance industry." At present, such as Suning and Gome, often using the "unified procurement" model, the so-called unified procurement, refers to the factory headquarters docking, talk about a year of large contracts, including the overall procurement scale, returnAnd some other national policies. Based on the unified contract, the branches of all parts of the country, according to the time period, to discuss a certain area or even a store promotion subsidies and other specific matters. This is what sunweimin think is "difficult to do" place.　　In other words, the buyer of the online shopping mall may be in the same area and the same manufacturer, talk about different promotional subsidies, and then appear on the line price above the line price. After more than a year of research, Jinming said Suning has found a reasonable solution, designed a new set of pricing model, "will not blindly use low prices to please consumers, but will not let consumers angry."　　"The trick is to increase the ratio of" proprietary pricing "products, which both sunweimin and Kim have acknowledged to be critical.　　Relative to the previous two problems, the continuous improvement of Suning's logistics warehousing network and online sales of the docking, it has become a relatively simple transformation.　　Interesting is: Suning internal from top to bottom, for the upcoming upgrade version of E-commerce business, all show the old God in the grasp. "Last year we started a specific study on how to cut into the field of business. Our core competencies are already in place, and now it's a question of how to get into the front, because online shoppers and offline consumer habits are different, and there's a process of research that we've been studying for nearly two years.　　"Suning Appliance Financial Headquarters executive Director Jingun said, Jingun in Suning internal supervisor Finance and backstage Information system development." Jingun Transmission of the information is Su Ning has been seeking and then moved, there is a linkage between the organization system on the preparation, it is understood that Suning Mall will operate as an independent company, has from procurement to operations to the After-sale personnel supporting. "I think once we cut in, I believe: compared with peers, and online peers, the advantages will be greatly reflected, such as the type of goods, prices, the advantages of centralized procurement, including services and commitments."　　"Jingun said.　　Retail nature relative to investors or business observers to pursue e-commerce enthusiasm, although in the practice of the fourth upgrade, for E-commerce, Suning's expression after all have not want to say or not much to say the tacit understanding. In Zhang Jindong's words: First of all, "E-commerce is to meet the needs of consumer individuality and purchase efficiency of the consumer platform." Secondly, "it should not be exaggerated, do not use the word ' advanced ' to describe it."　　It is also impossible to deny the traditional channels because of this platform. If you are constantly chasing Amazon's Jeff Bezos, or the chairman of Alibaba Group, who looks so different, you may be slightly disappointed with Zhang Jindong's almost modest statement of the company's strategy. Talking about E-commerce, mergers and acquisitions, competition and other elements, Zhang Jindong always return to the nature of the retail emphasis.　　He thought: the essence of retailing is to continuously pursue the efficiency of commodity and capital circulation, and then constantly think and perfect all relevant "system design" and "infrastructure construction", such as supplier relationship, such as supply and demand relationship, such as terminals, such as customer service, such as logistics and distribution. Back to retail essentially look at e-commerce, SueNing person will unconsciously reveal a complex comprehensive expression, flashed self-confidence, both "attention" and "contempt" demeanor. In their view, the "price" that underpins consumer contact, product portfolio "and" customer service "is a powerful back-office system, including information systems, logistics networks, procurement system, the image point is that the long-term accumulation of procurement capacity, logistics how the layout can be more reasonable, capital flow and logistics in the information system is visual. "The current consumer has not yet nurtured real online consumers," he said. People are to parity, then the c2c and Taobao what is the difference? "Kim said, he believes, objectively speaking, any retailer can not claim that on its platform, all product prices are the lowest, which will hurt normal profit margin."　　The future of online sales competition and offline, will also be "price, convenience, product richness," the comprehensive embodiment. Undoubtedly, Jinmingjian refers to the industry challenger including Jing Dong and Century electrical appliance city. Take Jingdong as an example, in order to complete the "low price impact", it has maintained a loss or profit and loss balance of the operating state.　　For Jingdong, it also wants to pursue is also the "scale" that Zhang Jindong emphasizes, in order to strive for bigger discourse right in the industrial chain. The obvious truth is this: if there is no disruptive innovation, then the latter are almost hopeless after the first system.　　Therefore, even from the perspective of industry development, Kim's call for the "cultivation of real online consumers" is correct, the current practice, Beijing and east is still the most reasonable choice of competitive strategy. In the long run, the line at the same point-the rapid flow of goods and funds. The problem is that the Chinese market is still far from entering the relatively stable competition pattern of oligopoly. Relative to the 2008 nearly 800 billion yuan in the overall size of the industry, the 2008 Suning and Gome plus total up, about 12% of the industry's market share.　　The market has left a huge living space for newcomers, combined with private equity or venture capital support and manufacturing overcapacity, and the time window to catch up with industry leaders has not been closed. The growth of consumer electronics based on digital products will be another springboard for the latter. There are many models of digital products, rapid upgrading and changing prices are also fast characteristics. Take Jingdong as an example, from the Zhongguancun sales IT products Liu and his team, is undoubtedly better at operating it digital products.　　Consumer electronics has greater market growth potential than traditional appliances. But just as Zhang Jindong has repeatedly said, when it comes to mastering the relationship between change and constant, we should return to the essence of retail competition, that is, the efficiency of circulation. For companies that have grown rapidly through a phased low-cost strategy, traditional retailers have faced back-office systems such as procurement, logistics, and after-sale services, and will become roadblocks to development.　　If you pay too much attention to the increase in turnover and ignore the synchronicity of the backstage ability, it will be a time bomb bundled with the challenger.　　So, Su ning? At present, in the household appliance industry, the company often buys the tail goods, realizes the low price, and begins to grope for some custom production cooperation. But after all, because the size is too small, shakeDo not move upstream. As the industry leader, Suning's entry will produce a greater thrust, but at this time it is to mediate the long-standing supplier relationship, this is not "a year or two, is ten years eight years of things, do not see too simple." Therefore, the current increase in "Independent pricing products accounted for" The progress is also "not so smooth as originally expected", on the other hand, how to improve the operation of digital products, the new shareholding of the Japanese Laox company will be a "good teacher" Mody?　　Japanese companies, after all, are good at operating consumer electronics.　　So, please do not remove your gaze, the final answer has not surfaced: The end is the industry leader to close the time window of competition, or the challenger jumped the Dragon Gate? (This reporter Li Haiqiang also contributed to this article)