Suning Gome accelerates to get rid of real-time logistics speed war

A June promotional ad featuring a number of hot-clad beauty models is being aired on a number of TV stations such as Jiangsu TV. This is to avoid the suning easy to buy, Gome (micro bo) online shopping malls and other competitors in the 3C field of home appliances two consecutive months of the offensive, independent consumer leader Beijing East just started counterattack.

The other side, has recaptured the industry's second-place suning easy to buy, as well as Gome's future power companies to integrate the main body of the Gome Online mall also did not mean. On June 1, they started a new wave of price wars against air conditioners and colour televisions with the help of the newly introduced national energy-saving subsidy policy.

However, the price war is merely a superficial war between the electric dealers. Price war behind, is suning easy to buy and Gome online mall "logistics revolution", they will be the key to beat Jingdong.

At the end of May this year, Suning Electric appliance Chairman Jindong at the Su Ning Quarterly meeting, to speed up the whole category of the whole process of national logistics distribution network construction, strengthen the store from the service, and stressed that the line to coordinate lines under the business slogan, "There will be suning place to have suning easy to buy.

Specifically, Suning requires dozens of branch offices around the local operation of Suning easy to promote as the largest flagship store to prepare for this year, rapidly in the country has been stationed in more than 300 cities to establish the popularity of suning easy to buy, and suning easy to buy in all parts of the sales data into the general manager of the evaluation performance range.

And for the newly completed Bowser wholly-owned Gome (Weibo), is currently pushing its two major platforms Bowser network and the new Rui Mei (Gome Online Mall) merger. The source June 3 told our correspondent, "the latest in September this year, the two electrical appliances will complete the logistics supply chain and IT systems, full docking, the end of the year two enterprises are expected to formally merge." ”

Speed War

On May 29, Suning Electric Appliance Quarterly Meeting, Jindong proposed to continue to increase the investment in the easy purchase, the first half to complete last year's annual sales (nearly 6 billion yuan), the second half of each month to maintain rapid growth, four quarter to achieve monthly sales breakthrough 3 billion yuan.

Obviously, this is the specific decomposition of the 30 billion yuan target proposed by Suning for the beginning of the year. However, in some securities companies, according to the first half of the 6 billion yuan sales, the whole year suning easy to complete 20 billion yuan (including tax) goal more realistic, and compared with Jingdong Mall, Suning has considered the absolute advantage of the supply chain and logistics seems to have ceased to exist.

In the supply chain, Suning has been using Suning appliance to use the scale advantage of the low-cost sources of supply, but for the BoE, relying on the annual sales of more than 20 billion yuan to obtain low-cost supply has become a reality.

The head of a color TV company even said, "Jingdong is now part of the procurement of goods also began to use the accounting Period settlement method, after all, the success of the Beijing-East is the support of suppliers, because the suppliers want more diversified channels." ”

For logistics, Suning appliances began to invest billions of yuan in 2005 has built 8 large Logistics Base and 193 logistics distribution centers, the logistics network by Suning easy to share. Among them, we share the original distribution of suning electrical distribution network, the implementation of localized warehousing and distribution, small commodities, the use of suning easy to purchase the Express team and Suning National store system, nationwide distribution and self-service.

Taokinghai, executive vice president of Suning Appliance Service headquarters, said, "Suning is not with any Third-party logistics cooperation, completely rely on its own logistics, the logistics advantage in the distribution of fully controllable, and can be the first time to get consumer feedback information, in the form of scale effect, the cost will be relatively controllable. ”

However, its own logistics is a continuous process of investment, its initial cost is far higher than the third party logistics, in the electrical chain leading funds well-off suning also need to continue through a share of targeted additional to raise investment. Recently, Suning electric appliance is about to complete the A-share issue to raise 5.5 billion yuan will have 2.95 billion yuan for the construction of its own logistics.

However, with the location of the Logistics Base in Beijing east, compared to the Amazon, Suning electrical appliances under construction in the Logistics Base has 12, and completed the remaining 40 bases of the site contract, to complete the 60 base layout of 2015 to be completed each year additional investment of 3 billion yuan, at the same time on the basis of the existing base to be built for department stores, Books and other new categories of 8 to 10 automated warehouse layout, total investment in 1 billion to 2 billion yuan.

Originally, Suning Electrical appliances in the field of logistics is an advantage, but in suning appliances and Jingdong have Logistics base in Beijing, Shanghai, Nanjing, Guangzhou and other front-line cities, Suning's first-send logistics advantage does not seem to reflect.

Jingdong Mall is relying on only a few of its own logistics base to achieve rapid delivery of brand advantages, and suning in the delivery speed is still continuing the pace of the physical stores, which led to suning in the proportion of sales of more than 70% of the core city distribution speed slower than competitors.

US-Soviet change

"We are also aware of the need to speed up the logistics distribution problem." In fact, the early stage is mainly suning entity stores for easy to buy enough attention, at the same time easily purchased from the construction of small pieces of distribution logistics is still in the running-in period, now it is time to speed up. Su Ning Yi buys a person to say.

Su Ning's place must have suning easy to buy, this is jindong to Suning entity store new request. This makes for the previous to Su Ning easy to buy also skeptical, even because the line under the conflict and to buy hostile entity stores, also must subordinate to the headquarters for easy to buy attention.

Taokinghai said, "In this adjustment, Suning line under the intersection of large household electrical appliances distribution, completely by the system to dispatch and distribution, not by artificial intervention, no longer exist logistics resources to the entity shop tilt." And for small commodities, suning easy to purchase the Express team will rapidly expand the scale, in addition to covering the current suning appliances in the city, for the surrounding area will also be quickly covered. ”

And in order to reduce the logistics cost of suning easy to purchase, Jindong also proposed to make full use of the existing nearly 1800 physical stores, these stores for suning easy to purchase to provide their own support, after-sale support and stores near the distribution.

However, for physical stores as a logistics hub and from the point of reference, other electric operators do not seem optimistic. Pengliang, vice president of Bowser Network, said, "Gome does not have such a plan, because the consumer consumers are more accustomed to door-to-door, and choose to store their own mention of very little." ”

Obviously, Suning is adjusting for the electric business War, and in mid-June, its new easy-purchase platform developed with IBM will be on line, which will change the short board with limited capacity of the original website.

Gome Online Mall and Bowser network face greater difficulties. In 2011, Bowser and New Rui Mei appeared 194 million Yuan and 197 million net losses respectively. In the first quarter of 2012, its losses rose sharply year-on-year, leading to a 87% per cent drop in net profits for Gome.

For Gome, the remaining 20% per cent acquisition of Bowser is the beginning of its integration of the two independent electronic business platforms. Gome Online Mall, said, "the acquisition is to avoid Bowser greater losses, and this April began Bowser supply chain, logistics and IT systems are stepping up with gome entity stores, and Gome Online mall docking, the latest September will be completed docking." A complete merger of the two platforms will be completed within 2012 years. ”

"The rapid pattern change in the Pengliang industry since 2012 has made Bowser management aware of the need to change," he said. With the United States to achieve supply chain docking, that is, Bowser from the United States to obtain the proportion of goods from the previous 60% to 90%, Bowser all over the branch can be with Gome, Dazhong and Yongle in the warehouse direct docking, After docking, the purchasing cost of Bowser will be reduced by at least 3% to 5%. ”

Specifically, Gome and Bowser in the warehouse logistics in two ways: the real warehouse docking and virtual warehouse docking. The former is the Bowser branch warehouse and Gome Local warehouse docking, the latter refers to the bowser no branch of the region, Bowser on the Web page on the display of the source status, logistics and distribution instructions will be received Gome local warehouse.

Paller Consulting Senior Director Luo Qingxi (Micro Bo) pointed out that with Suning has a large number of its own logistics base and distribution points compared to Gome's own logistics construction is clearly behind, at present only in Shanghai and other regions have large logistics base, the rest of the most is still the way to lease warehouses to maintain.

This is also the new Rui Mei in the beginning to complete the physical stores supply chain and logistics is the main reason for nearly 200 million yuan loss, if not to solve the problem of own logistics and scale of the short board, even if the bowser and new Rui Mei complete the merger, it still faces the bottleneck of logistics.