Suning Hundred Days battle, sword refers to the era of electrical business?

From August 6 onwards, Suning started the history of the vast scale of http://www.aliyun.com/zixun/aggregation/7575.html "> Electric sales promotion, known as the Hundred-Day War." Suning Chairman Jindong is internal mail, call all staff to open a suning internet transformation of the battle.

1.8 billion micro-letter red envelopes, lasted 3 months, thousands of stores under the full investment, such a generous way to let people see Jindong determination and courage. Some people think that this is Su Ning's Jedi counterattack, some people think Su ning in the dying.

Discard these premature "coffin" views. Here, I only share two questions, this transformation, Suning's focus on where? What are the considerations behind this big campaign for choosing time in August-November?

In fact, compared to Ali and Jingdong, Suning is a very ' real ' enterprise, more than 20 years of accumulation, let it have the line of thousands of stores plus a hundred thousand of employees, but, "real" another layer means "heavy", which is precisely the outside world has been criticized for the transformation of Su Ning. In other words, in the Internet era, once let big enterprises proud of the Offline Foundation has become a burden.

Objectively speaking, Su Ning in the process of transformation also does not carry a small burden. However, in another perspective, if the traditional store of suning and logistics combination, from the disadvantage to advantage, is not impossible. In short, suning such a large number of supermarkets are located in a huge warehouse in the center of the city, this congenital advantage is the cat and Beijing East do not have.

Interestingly, this transformation of the war, Su Ning is the way to cut, in the logistics of the full effort to launch a "day three send" "Fast Tatsu" "Store 2 hours Tatsu" and other services. There is no doubt that the giant enterprise is aware of the whole sales and service process, the most important part is "logistics", and its customers logistics satisfaction is mainly controlled by the time, the most valued business is logistics costs. In this way, suning line of thousands of stores can be turned into a storage center for the users near the store to provide effective logistics services to ensure logistics time, but also greatly reduce logistics costs.

From the strategic analysis, the online electric market has become saturated, the giant Ali has taken advantage of the obvious, and then go head-to-head to rob the market share, obviously to invest in immeasurable human and material resources, and may not be effective. Anti-view has been imitating Ali's Jingdong, although the successful listing in the United States, but still in huge losses, future investment will also be a bottomless pit. To see the trend, the line under the combination of the O2O model is increasingly bursting out of its imagination, in the words of MA, local Life service is the five or six o'clock Sun.

There is no doubt that the past more than 20 years online under the accumulation of strong store base is suning into the local life of a magic weapon, in other words, to every Suning mall as the center, can radiate a radius of dozens of kilometers within the crowd. This is why Suning focused on creating the "last kilometer" safe and rapid distribution of the reasons.

From the tactical level, by Ali listed in the silent period of the East Gu, Jing Dong 618 after the defeat, also unable to launch a large-scale campaign. Comparatively speaking, Suning chooses in 8.18 such time node, from the colleague's dry scratching will be much smaller. On the other hand, the hundred-day battle, across the school season, the Mid-Autumn Festival and National Day and other holidays do not say, starting from September, the retail industry has also begun to enter the traditional peak season, is a good time.

In short, in my opinion, relative to the actual business on the stage of progress, the "Hundred Days" of the greater significance of the shop and online in the Suning line between the implementation of the channel, preemptive O2O advantages of centralized testing. Of course, is also the key to Su Ning's new round of transformation. In the future, Suning must be based on its own advantages out of a different from the Jing Dong and Ali O2o Road. Otherwise, if you take the Beijing-east following Ali's strategy, you play with it, it plays with you finance, you play with it finance, it with you play big data, you dare to play large data, will die.

It can be predicted that the current O2O local life in the field of competition is far from over, even the beginning did not start, as long as the focus on the internal strength, homeopathy and for, Su Ning in the post-electric business era of strong return is only a matter of time.

(without my permission to decline reproduced, otherwise set into legal channels, contact email: fujianlianjiang@126.com)