Suning side dozen electric war to push super shop accelerate "go to electrical"

"Super Shop" is regarded as the continuation of the strategy of the Big shop, and Su Ning is called "flagship store's highest form".

Oriental Network September 4 News: September 3, Suning Appliance announced the launch of a new generation of physical retail outlets Suning Expo Super Store (Suning Super Store).

Suning Electric chief President Jinming will be "super shop" called Suning Future Main store. It is reported that the first four Suning super stores in Beijing, Shanghai, Guangzhou and Nanjing will be unveiled in late September, is expected to open 20 super stores in the next three years will upgrade 400 stores.

"This is the introduction of Suning Super Shop, in the logo system directly remove electrical appliances Two words, means that suning fully open ' go to electrical ' process. "Suning Electric appliance Vice Chairman Weimin said.

This year, the national "two sessions" period, Suning Electric appliance Chairman Jindong for the first time explicitly said "to the suning electrical appliances two words removed." Since then, Suning line + line under the two major channels to start the Super Electrical Appliances category Management, Suning easy to buy, Tesco store operating category has covered the department stores, books, clothing and hats, animation games, toy models, virtual products. Jindong shouted the slogan is that suning to do China's "Amazon + Wal-Mart."

However, critics say traditional retailers are inherently short of internet genes.

"The age of enclosure is over."

"The introduction of Suning Super Shop, means that the home appliance chain industry over the past years ' happy enclosure ' era has ended." "Shanghai Suning general manager Zhijun yesterday said that Shanghai Suning will stop opening to the Community shop as the representative of the small and medium-sized stores, instead of focusing on the development of Changning, Wujiaochang, the Far East, Wu Zhong Road four Super shop projects, continue to promote the strategy of the big shop."

In the macroeconomic environment depressed, household appliances industry overall downturn in the background, has always been keen to store expansion of home appliance chain stores, this year began to shrink the front. Suning semi-annual report, the first half of Suning in the mainland opened 79 new types of chain stores, but the number of replacement closed stores as high as 74, net open shop size is only 5. Su Ning's biggest competitor Gome also in the Big store close: first half, the listed company some new stores 62, simultaneously closes 45 stores, the net opens the shop 17;

And Gome's practice is different, suning recently close the shop at the same time, has been the implementation of the big store strategy.

There are unnamed Gome insiders revealed that Gome executives believe that the United States in recent years with Suning Gap gradually widened, one reason is in the big shop strategy overall behind the Su Ning.

According to the data provided by Suning, Shanghai Suning changning Shop For example, 1-August, its sales ping effect of about 200 yuan/square meters/day, equivalent to the industry average level of 7 times times. In the first August of this year, four Expo super flagship companies, including Changning, Pudong First, Wujiaochang and Minhang, were selling at a much faster rate than the overall growth.

The launch of the "Super Shop" is regarded as a continuation of the strategy of Suning Grand store, Kim will be called Suning flagship store the highest form.

Zhijun said yesterday, Shanghai Suning later strategic adjustment, is in the passenger traffic, volume of the big business district, through the transformation and new open the form of a big shop, chain copy "Gold shop." Among them, expand the business category and promote the experience of marketing is the most important.

With the opening of September 21, the first Shanghai Suning Super shop Changning Shop For example, the Super Shop on the original foundation has expanded more than 3,000 square meters of business area, product experience area of up to 14.

According to the introduction, "Super Shop" business category will cover 17 categories, "The future of Suning want to operate electrical products and electrical products accounted for half the proportion." ”

Line to the next mutual stroke?

On the electric business is entering the field of Suning to carry out the strategy of the big shop, the outside voice said, "Hand in Hand", may be as a traditional retail enterprises of suning into the field of electrical business dilemma. And jinming yesterday, suning "flagship store + Internet" strategy, also explained that Suning has been in a "line and line to form a complementary" mentality in the electric business.

Zhijun no denying that mentality. He said that the future Suning entity store focus on providing product experience, and suning easy to buy is focused on convenient purchase.

Kim's point is that the "super shop" on line under the integration of the new model "is of great significance", Suning's consideration is not only to improve the quality of the single shop management. Kim's hope that this "online + offline" mutual bite, can redefine the retail business model and standards to meet the needs of consumers different shopping experience.

However, comments pointed out that "online and offline complementary" advantage lies in the offline business and related logistics and warehousing systems to nourish online business, but the disadvantage is this. How to solve the problem of mutual pacing in price, channel and logistics in line and online will be the key to success or failure. The trade-offs are not easy.

Wu Jian, chairman of the Easy capital executive, said in an interview with the media suning easy to buy do not have any advantages, from the current, regardless of the construction of IT systems, flow, openness, as well as suppliers or business management, easy to buy is also a primary stage, Taobao is at least a university graduate, Jingdong also belongs to the Senior high school graduation stage.

Jindong to outside about Su Ning does not understand the electric business comment "brooding". August 29, Jindong in Su Ning Electric appliance temporary shareholder meeting repeatedly talked about this point. He believes that the core competitiveness of the Electronic Business platform is in its warehousing and logistics, and suning in this part of the investment is very large. Jindong at the shareholders ' meeting also stressed that Suning will use the future to buy suning strong background rapid expansion, "I hope that Su Ning easy to buy in October after the average daily sales of 100 million." ”

Suning in last year's annual report, put forward 2012 years sprint 30 billion yuan of online sales target. However, Suning easy to buy the first half of the income is lower than expected, only about 5.2 billion yuan.

Also do the traditional retail start of gome, the first half of e-commerce income of 1.9 billion yuan, a loss of 260 million yuan. According to a new study by Goldman Sachs Gao, Gome's management is still maintaining E-commerce sales target of 6 billion yuan this year and is expected to be profitable in the next two years.

(Oriental Morning Post Chen)