Suning reversed completion of Beijing time ripe

12 years ago, suning chain of promotion began to accelerate greatly, Beijing, the merchant giant crocodile gathered in the land, which set off a shop frenzy. Today, the Internet segmentation business world discourse Right, the rules of the game quietly changed, Su Ning will be how to establish Beijing "new coordinates"?

Recently, Suningyun business North China Management Headquarters executive director, Beijing Suningyun General manager Hounron (as pictured) interviewed by reporters, revealed to spend three years to the finale of Beijing Suning. According to the development plan of the next three years, by the end of 2015, the sales scale of Beijing Suning will grow from 15 billion yuan to 30 billion yuan. Among them, the offline sales breakthrough 20 billion yuan, online sales growth will be far beyond the line, a breakthrough of 10 billion yuan. "Beijing is like a boxing court, with only champions, no runners-up or runners-up." "Hounron said.

Offline

Reversal complete

The time is ripe for Beijing

12, Beijing Suning from the year's annual sales of less than 500 million yuan crazy growth of 30 times times, reached the current 15 billion yuan.

After years of "horse race Enclosure", now in the square inch of gold in Beijing, home appliances stores almost like KFC star Romibus.

But there are still some gaps in the Hounron, leaving space for rivals.

"In the physical store, Beijing also has 6 to 8 good business district Su Ning did not fully enter." Including Qiao, MA Dian, Qinghe, central tower near the Princess Graves, Niujie, Daxing Temple of Fire, West hundred Wang and so on. These are the three years of Suning will enter. Hounron told reporters, Suning in the Princess Grave store a year to do 200 million sales, but still did not meet expectations.

In the Hounron and central tower, Gome (Weibo), a medium-sized store has become their benchmark in the Beijing market, and the occupation of these areas will continue to bring pressure on competitors under the line, he said. It is also the maturity of Su Ning's own market competition. ”

However, the simple pursuit of the expansion of the number of stores has long been eliminated Suning's strategy. Hounron said that in Beijing, the store will be mainly in the form of super stores and regional flagship stores, plus the cover of Tesco. In three years, Expo Super stores up to 12, Tesco has reached 6, the total number of flagship stores in Beijing has stabilized around 60.

"The ancients said that ten years of grinding a sword, Beijing Suning is 12 years of grinding a sword, Hounron revealed that Beijing related statistics show that the first half of this year, Beijing Suning Absolute scale has exceeded the" Gome + big "sales of the sum, after many years after the completion of the Beijing online home appliance market reversal. But after winning over the old rivals, Hounron's new challenge ensued. No longer crazy expansion, but also face the challenges of network sales, physical store growth outlet where? Hounron has its own store "evolution".

"Store shape, layout has already changed." Hounron told reporters, store sales in the future from the traditional "home appliances +3c" to "household appliances +3c+ daily necessities + mother/child/Beauty makeup + multiple screen interaction." "In the future, the food monopoly area, mother and child, beauty makeup area, accessories area, toys, gold and other local areas will not be very large, but in the super store will be reflected, not to sell for the main purpose, but to increase customer stickiness, to attract consumers to shop." ”

Customized services for high-end customers will also become a new profit growth point. "Suning Private House" Custom service has been enabled after a good effect, it covers the intelligent system, air system, water system, audio and video system four modules, can provide including central air-conditioning, central warm, central fresh air, central dust, central water purification, central hot water, home audio and video, intelligent home eight products series, including professional advice, Design, procurement, construction, supervision and after-sales service as a whole solution. Hounron said that the main target customers are three categories, hardcover rooms, jumps and villas, providing functional services, the future will contribute a large part of the growth of Beijing Suning.

Online

The go-ahead is in sight

Easy to buy old Beijing specialty can also be bought online

January 25, 2010 Suning easy to buy formal online, Suning officially began to enter the electric business industry. June 8, 2013, the nationwide Suning stores, Tesco store sales of all goods and suning easy to achieve the same price with goods. Line on the same price completely solve the so-called "price-left-right" problem.

In Beijing, multi-screen interactive stores have been in the Suning outside the Expo Super Shop pilot, the sales staff handheld terminals can allow consumers to quickly browse the purchase of goods, salespeople every success to help customers online orders, can get the corresponding rewards and commissions.

However, to achieve online sales of the "Great Leap Forward", Hounron also let easy to buy "go to the countryside!" Hounron told reporters that Su Ning is trying to promote a proxy model in areas that have not been entered. "We used to suggest that there is suning where Suning is easy to buy, and hope that there is a consumer place, you can feel suning easy to buy." ”

"For example, we can in some areas in Hebei not covered district, the development of agent partners, to equip them with large size display, in the local development of Suning easy to buy consumer groups." Suning is responsible for delivery, and according to the circumstances of the order to the Agent sales commission. "Hounron that suning development of this model is unique, agents do not unsalable inventory pressure, in the service capacity also need not worry."

In addition, in commodity planning, with the help of open platform and other measures, Suning's online products are also expanding.

Recently, the promotion of food sales is an important "project" of Suning, "sales demand and future space are very large." Beijing is ready to launch a food channel on the easy-purchase channel to make it an easy to buy sub brand. Hounron said that Beijing has innate advantages in this respect, "such as a lot of famous native products, convenient transportation and strong consumer capacity." ”

Hounron said that this year, Beijing Suning line sales can reach 15 billion yuan, and the next three years, their own planning is, by 2015, Beijing Suning line under the overall sales target is 30 billion yuan, "three years later, at least in the Beijing market, easy to purchase to become 3C home appliances sales of the first electric dealer, beyond Jingdong." And for the outside question Suning electric business development Prospects, Hounron answer, "since the line under the chain can be reversed, online electric dealers must also be able to overtake." ”

Logistics

Su Ning's third network

Forming a third party logistics company

In addition to the steady growth of sales scale, Suning's rapid development in recent years also benefited from a strong and perfect logistics system.

Data show that at present, Suning in Beijing, Nanjing, Chengdu, Shenyang, Hangzhou, Qingdao, Xiamen, Tianjin, Chongqing and other 16 areas of the Logistics Base has been put into use, for e-commerce sales of the independent planning of automatic selection Center in Nanjing and Guangzhou completed into operation. At the same time, Suning Tesco has been Beijing, Shanghai, Tianjin, Nanjing, Suzhou, Wuxi, Wuhan, Hohhot and other 22 provinces and cities of the Logistics Express license, the National Express team of nearly 8000 people.

Hounron said Su Ning is brewing a third party logistics company. According to the plan, by 2015, suning "logistics Cloud" project will be completed, to achieve 60 logistics Base and 12 automated warehouse of the national layout.

As one of the largest consumer market in China, the construction of Beijing's logistics system should not be neglected.

Hounron told reporters, Beijing Logistics Base of large goods distribution radius radiation around 150 kilometers within the scope of Suning subsidiary. Warehouse single floor area of 56000 square meters, composite area of 106000 square meters, a total of 28,000 shelves, bulky goods storage capacity of 300,000 sets, the daily capacity of nearly 55,000 sets, can support sales of nearly 15 billion yuan.

"Now Beijing has got the express license, our easy to reach is to solve the last kilometer of the distribution problem, store staff to participate in distribution will gradually reduce the delivery cost of small pieces, suning logistics rate generally about half of the peers." Hounron to reporters that by 2015, Suning will ensure that the North China regional retail distribution of daily shipments reached 300,000; Express point Construction, the use of existing store after-sales service outlets and campus, gas stations, convenience stores and other social resources, by the end of 2015 to build 300 express points, daily delivery capacity of 200,000 pieces.

Dialog

Lucky to be in time for change

June 2011, the helm of Chongqing Suning more than 8 years of Hounron Airborne in Beijing, over the next two years, he experienced the industry turbulence and transition. Constant change, exploration, let him sacrifice all the rest of the time. The future of home appliance chain is no longer the split expansion of single line thinking, but an unknown adventure.

Reporter: Beijing home appliance Market What has changed in recent years?

Hou: In the past few years the changes in home appliances market is very big, can be said to have experienced a great change in China's home appliances industry. The first is the line chain from the past to the number of pieces into the spell quality, the second is the consumer's concept of consumption from the original than the price to the present than the service, and then the biggest impact from the development of the line of electricity and the convergence of line on the trend, the traditional retail enterprises now want to fight the background operation and it technology.

I am very lucky to catch up with this change in the industry, to Beijing is the most memorable lifetime. When we first came, we thought that we would be able to develop steadily, but when we arrived we found that everyone was climbing to the top of the mountain and had to rob and snatch it.

Reporter: How to see the market and business prospects?

HOU: Beijing market is always the national home appliances vane, space is still very large, but as a household appliance chain enterprises need to change the previous extensive business model, to turn to precision positioning marketing can grasp the market. It may have been a very successful promotion for half a month before, but now it is impossible.

Reporter: Su ning has been doing some new attempts, such as line online below the price, there are some disputes.

Hou: line on the same price sales since the last two months, to the offline store sales brought positive driving role, such as the end of June, "booming Rob refrigerator" activities, sales growth of nearly 10 times times, July whole category, especially the 3C category of sales, online under the line have a substantial growth.

Online prices in the near future may cause a slowdown in profits, but if successful, the situation will quickly reverse. Sales scale is now the first supplier of the current demand, in a rapid increase in the premise of the supplier to our support will be greater.