Suning spent huge sums to buy site full network

Abstract: Earlier this year, Suning spent huge sums of money to buy a full web site purchase. After half a year of preparation and running-in, with Suning Local life Division tag full network ready to go. Full network founder and suning local life division general manager Feng in the internet

Earlier this year, Suning spent huge sums of money to buy the site full network. After six months of preparation and running-in, playing "Suning local life Division" tag full network ready to go.

Full network founder and suning local life Division general manager Feng

In the Internet this surging battlefield, it is your side to sing my debut, each lead coquettish 35 years. A few years ago hit group buying industry experienced a brutal fight, now "Ten do not save one".

There are already a handful of sites in the group buying industry that are still on the move, but it is still too early to say who will win. Ali, Tencent, Baidu and so on to join the group to buy the future of the race network is more exciting, different from other group buying enterprises to choose bat to accelerate their own, full network is another way to start another journey.

Group buying industry has developed so far, has been no longer limited to a simple service discount mode, but are looking for a new development path, and the local life service has become the focus of buying big guys again. Recently, the full network founder and suning local life Division general manager Feng received a Chinese business newspaper reporter exclusive interview, Feng said, full network will exert the local life market, the local life field merchants and the Internet. "This cake will be a market for tens of millions of dollars."

A new idea of Su Ning's back

China Business newspaper: Group buying industry has developed to the present, basically has been in several big giant divide control situation. At this stage, several leading group buying enterprises have put Bat's embrace, why the full network chose Suning?

Feng: We see that the group buying industry is actually a rapid ripening of capital industry, group buying development to the present stage to survive must seek capital support. Similarly, several big electric business giant also wants to borrow the group buys the enterprise to realize its in the O2O market layout. Therefore, we can see the group buying industry with Ali, Tencent, Baidu marriage, here is a market to determine the existence of the premise, but also the current market a whole background.

Specific to full network, before also discussed a lot of internet companies, including Tencent, Baidu, etc., but finally found that suning more in line with the development characteristics of the net. Suning in the transformation of the electric business, but also now the domestic O2O walk in the forefront of the traditional enterprises. Suning Identity O2O mode is the future development direction of Chinese enterprises, after talks with Suning, both sides in O2O strategic understanding can reach agreement. On the premise of a consistent vision, it is easier to talk about business-level cooperation. As a traditional enterprise, Su Ning is more lookout to the Internet talents, more respect for talents and team, and more easy to play the role of the Internet professionals and team. These levels are more in line with our expectations, so we joined Suning this big team, together to create a career.

China Business newspaper: Other group purchase site selection bat, can use the resources of BAT to achieve business expansion and diversification, which from several group buying the latest action and sales data can be reflected. How does a full net balance this?

Feng: Admittedly, group buying as a member of the O2O industry, and bat these industry bosses, can indeed increase their own advantages, but for their own disadvantage is unable to make up. The O2O model requires a combination of offline business opportunities and online Internet, need two legs to walk, while other group buying enterprises, only to do a leg walk, even with the bat such a joint venture, but also to make this leg more robust, the other leg is not good, and finally a cripple. And the combination of the full network and Suning, you can take the long complement their own short, can better play each other's advantages.

Full network in the group buying industry for nearly five years, the existing merchant scale of more than 30,000 households, there are more than 20 million loyal users. After the docking with Suning, suning system (suning easy to buy, physical stores, pplive, red children, etc.) more than 200 million members will also be converted into a full network of users, their ability to consume more robust. We believe that after the integration with Suning group, there will be a huge burst of consumer demand.

Overtaking the corners after a complementary complement

China Business newspaper: Now, although the group buying industry is still based on the service class discount mode, but the enterprises have advertised themselves as the local life O2O service, you also mentioned full network to do local life O2O service. Excuse me, what is the difference between the two? Can local life make the group buying industry reproduce the glory of the past?

Feng: People who are unfamiliar with the industry may think that group buying is a local life, but in fact there is a difference. Generally speaking, local life services include group buying services, but group buying is not the whole of local life.

Group purchase is intended to be centralized users to obtain the advantages of large-scale procurement, using the way to channel to reduce the price of users to buy products, is a local life O2O service mode. But local life not only in group buying above, but also in other aspects, such as already have the ticketing website, online travel services and so on.

Local life is a regional concept, commonly known as "circle". Data show that the local life service 2013 market size of about 120 billion yuan, an increase of 64%, higher than the same period of physical online shopping 20多个百分点. The future local Life service O2O, should through the LBS technology, realizes the multi-channel, the multi-level information display, passes the information to the user through the fragmented way. For the merchant, you can use data transactions to achieve information management, merchant positioning more clearly, what kind of price and service can attract to the number of users, clear old user retention and the introduction of new users.

Therefore, buying is not equal to the local life O2O, but only the local life O2O big cake in a small piece.

China Business newspaper: specifically to the full network, how to do a good job in local life services?

Feng: Compared to other group buying enterprises scrambling to find local life from the Internet, the full network more attention from the line, the next two pieces to start. Online, we strive to build local life service platform, reduce their own sales force, and to serve more businesses and consumers, so that more and better quality of business in our platform to get product dissemination and brand publicity. And consumers can get more intuitive, more comprehensive business information, so as to achieve transactions. At the same time, we provide more value-added services on this platform. For example, financial management, logistics security, advertising, enterprise display, this is a huge ecosystem. It has two notable features, namely, regional and non-standard. In September this year, I think you will see a new open platform appear. The local life platform has several advantages: first, no need to establish a huge sales team, so as to lighten the enterprise. Second, to achieve a real balance of supply and demand, rather than the previous group buying industry "lays" to the business squeeze to obtain users of the vicious circle. Third, the realization of mutual benefit and common win. Full network is an open platform, rather than in the industry to establish barriers, competing with each other, so as to achieve the business, platform, consumers and the mutual benefit between the three to promote industry development.

Online, with Suning line under the construction of the shop, full network is also the realization of local life O2O real landing. We intend to open the local life platform and suning experience shop combination, we are now the advantages of the project such as tourism vacation, wedding photography, leisure and entertainment, beauty salon, etc. put to Suning's offline store, made into a store supermarket. This is partly because in Suning's store consumers feel at ease, there is protection. On the other hand, these service markets are huge, and online interaction will release even greater energy.

Suning Online has more than 1600 stores and more than 200 million member users, as well as pplive, red children, suning easy to buy family members. How to use the resources of Suning, through the online, offline interconnection, this is what we are doing now. Full network and Suning in each other field have their respective advantages, we now have to do is to get through the joints, to achieve complementary advantages. It's not easy to do, but the purpose is clear. We believe that we can do well, when both legs can run, I believe we can catch up, the corner overtaking is not impossible.