Suning opens a full open brand domestic electric dealer accelerates cloth open platform chess

First, the background of the event September 12, "Suning open Platform Strategic Bulletin and Congress" officially held in Beijing Water Cube. Suning "Internet Roadmap" for the first time disclosed that "open platform" has become Suningyun business-type internet retail enterprises, one of the four important strategies, will carry Suningyun business "Shop + Dealer + retail service Provider" of the commercial model to the full landing, but also to build Suningyun business O2O Commercial form one of the important measures. Since then, we have seen that the open platform is not only an important part of the Suningyun business strategy, but also an important symbol of Suning's overall internet speed transition. At present, Suning open platform has been successfully completed in the closed beta, the number of registered businesses has more than 5,000. During September, Suning will be for domestic merchants to launch a dragnet "push" investment will be in Nanjing, Shanghai, Guangzhou, Chengdu, Hefei, Hangzhou, Xi ' An, Shenyang, Fuzhou and Wuhan, such as hosting Platform Alliance Big. Second, the industry data 2.1 industry data according to each household appliance business has disclosed the earnings data as well as China e-Commerce Research Center (100EC. CN) monitoring data showed that the first half of 2013 China's consumer network retail market (including open platform and self-sales), the cat ranked number one, accounted for 50.4% of the total; the BoE ranked second, occupying 20.7%, and the third was the rise of Su Ning's Tesco to reach 5.7% per cent. increased by 54% compared with the first half of 2012. In this regard, China's E-commerce Research Center analyst Mo Dai Green, said: Into the 2013, the domestic market structure of the business is basically stable, the electric quotient of "the" "the Chinese-style" market format has been looming. 2.2. Electronic Business open platform access, operating standard data comparison China e-Commerce Research center through the entry threshold, margin, deduction rate and the use of platform fees, to the days of cats, Jingdong, Suning, Amazon China and Dangdang five typical of the open platform of electric dealers, after a detailed comparison of evaluation found that suning easy to buy and Amazon China in the margin, Platform use fee has advantages, to the settled business basic formation of "0 cost", which undoubtedly greatly reduced the risk of loss of suppliers. See below figure data comparison: 2.3 Suning open Platform related data registration business: Suning Open platform has been completed in the closed beta, the current number of registered businesses have more than 5,000. Settlement Cycle: Suning open Platform for the settlement period of 14 days, and Amazon settlement cycle, than the industry average settlement period is shorter. Warehousing Logistics Express: At present, suning "logistics Cloud" project has been completed more than half, and access to national courier licences and 34 provinces in the regional license. According to planning, Su Ning will transform the internal logistics into a third party open logistics, to 2015, the establishment of 60 large-scale logistics Base, 12 small selection center, 5,000 from the point, through the collection of large data, IoT and information technology, to provide suppliers with intelligent inventory operations management and supply chain services. Logistics distribution Fee: Each commodity service fee is: Small 1.2 yuan/piece, 2.4 yuan/piece, bulky 2.9 yuan/piece. Each order price is: small pieces 4.0 yuan/single,The part is 5.5 yuan/single, the bulky item is 6.7 yuan/single. The heavy fee is 1.5 yuan kg. User size: Suningyun business has accumulated about 100 million member data, including the original Suning entity store accumulated customer data and registered members. After-sales outlets: 5,000 after-sales service network development goals, at the same time the regional distribution center will further to the three or four-tier market; Iii. analysis and comment Su Ning believes that the September 12 release of the open platform strategy, will create a "landmark platform new model", mainly reflected in the following three points: first, Suning will be the first O2O-style double line open, full activation of the Internet store advantage; second, Suning will focus on upgrading the consumer experience, the introduction of different industry status of the new after-sales service policy; third, Su Ning to create a partnership with the leader of the win, high standards and strict requirements, the order of the rules of the platform, It will introduce a series of preferential policies to protect the interests of the partners and prosper the ecology of the industry. The China E-commerce Research Center analyst Mo Dai Green to Su Ning do the following comments: View one: Open platform is an important link for suning to accelerate the transformation of Internet retailing industry we believe that Su Ning will transform the Internet into a new type of circulation enterprises, and "open platform" will be Suningyun business "Shop + Dealer + Retail service Provider" The important performance of the commercial model landing, is one of the important measures to build the commercial form of Suningyun merchant O2O. Suning comprehensive Internet is essentially to be in accordance with the way of open platform, the maximum market and socialization of enterprise resources. See below: View two: Su Ning open platform has its own operating characteristics is not copied to imitate Suning's open platform belongs to O2O nature. For many brands, "No landing" is difficult to establish brand awareness and consumer experience, O2O "dual-line open mode" is different from the previous pure electric business platform, and secondly, the entire platform of the profit model will also occur in essence changes. Prior to the pure electric business platform similar to commercial real estate "leasing platform", profit by annual fees, platform fees, and so on, and Suning's open platform will completely change the traditional platform "landlord rent" profit model, pay more attention to master the website commodity Business class purpose. Point three: Su Ning occupies the commanding heights of the O2O competition times compared with the pure electric Business enterprise, Suning's superiority also has the layout national more than 1600 stores, Su Ning may let the line open platform's brand "The Landing", and the SU Ning Comprehensive implementation line on-line same price marks its O2O pattern full run. This is the first of a large retailer in the country, help entity retail in the transformation and its own electric business channel of mutual Bo, but also to China's retail future development trends have an impact, highlighted in: 1, change consumer shopping behavior, 2, break the "online shopping low Price myth", 3, promote the national retail industry O2O transformation. Point four: Traditional enterprise electric shock to borrow the open platform is a shortcut to diversify the choice according to the China Electronic Commerce Research Center (100EC. CN) monitoring data show that the current occupancy of cat merchants, the total operating costs have reached more than 40%, of which advertising costs accounted for 15%-20%, logistics costs accounted forRatio of 5% to 8%, platform commission fee accounted for 5%, warehouse distribution cost accounted for 5%, personnel wages accounted for 10%. If the 50% margin is calculated, the 15%-20% promotion fee is already normal. Traditional enterprises work hard one year to do 200 million of the network sales, of which 40 million to the settled platform, basically to the platform to work. Another survey shows: more than half of the business believes that there is no need to put on a platform so much, more should be to Jingdong, Suning, when. The construction bank good melts and so on allocates the resources, hopes in the single platform, is tantamount to the deep Enterprise's destiny to hand over to others. At present, Taobao/cat, Jingdong, suning, such as easy to buy electric business platform has occupied a large number of market share, saving a lot of net shopping traffic, the traditional enterprises to do network retail can "borrow ship to sea", borrow force to force. From the Supplier network sales channels, through the entry of Beijing-east, Suning and other high-quality electric platform, the establishment of a wide range of network distribution system, to help reduce operating costs and risk.