Suning structure Adjustment: Electric business status Promotion brewing platform of the war

"TechWeb Report" February 21 News, officially renamed as Suningyun Group of Suning Appliances (002024, shares bar) today detailed "cloud quotient" mode, and announced the business model transformation and organizational structure adjustment, from the original matrix organization into the cause group organization, and set up chain development, marketing, service logistics, Financial information, administrative personnel five management headquarters, and online E-commerce, offline chain platform and commodity management headquarters, the latter covers the entity products, content products, service products three major categories of 28 business departments; online E-commerce platform Operations leader Li bin promoted to the group President Assistant, This means that Suning business status in the group's structure has been formally upgraded.

Five major adjustments

Around the "cloud quotient" model, Suning has made a comprehensive adjustment to the organizational structure. Suningyun Vice President Mengxiangxie introduced, professional, vertical, open, integrated, flat, autonomy is the key words of the Suning organization adjustment, the biggest change is from the original matrix-type organization into the cause Group organization.

Su Ning's organizational structure adjustment includes five major levels:

First, the headquarters management level: the establishment chain development, the marketing, the service logistics, the financial information, the administrative personnel Five management headquarters, is responsible for the strategic plan, the standard customization, the plan control, coordinates each business enterprise group work.

Second, the headquarters management level: the establishment of online E-commerce platform, offline chain platform and commodity management three major operating headquarters, covering solid products, content products, service products three categories of 28 business unit, the formation of "platform sharing + Vertical synergy" Business portfolio, support line under the integration of development and the whole category expansion. Strengthen professional subdivision, give each business unit more business autonomy and flexibility.

Third, the regional level: the implementation of flat vertical management, localization of the independent business model, 2013 Suning to the large area-subsidiary-Operations department three to reduce the regional-urban terminal management, and significantly expand the number of regional and urban terminals, enhance the regionalization of operational and localization services, improve operational efficiency The number of Suning's overseas regions increased from 44 to 60, and the urban terminals increased from 100 to more than 200, increasing the geographical coverage and meticulous operation capacity through the quantity expansion and organization sinking.

Iv. personnel level: the promotion of large-scale talent selection, a total of more than 3,000 cadres promoted to new positions; In the first batch of senior executives appointed, the online E-commerce platform operations leader Li Bin, the line chain platform operators Tian Rui promoted to the group President assistant, North China, southwest, northeast, South China and other key regional leaders, Virtual operations, express and other new business leaders into the company's overall business decision-making, in the company's top leadership team has also attracted a professional staff to enter the organization.

V, "Suning Appliance" officially renamed as "Suningyun Business", and the introduction of a new VI system, the new VI pay more attention to the difference, the group office, administrative business and other fields using uppercase font "snning Suning", offline entity stores using small writing body "Suning suning", online e-commerce platform used " Suning.com suning easy to buy. From today, Suning VI in the store, advertising level will be gradually adjusted, is expected this year 51 of the country about 15-20 Expo Super stores will complete the image of a comprehensive upgrade.

"The Cloud merchant" clear the way "go to the electrical" the preliminary completion

Suning in the evening of 21st issued a notice, announced that it intends to change the name of the company "Suningyun Group Co., Ltd.", the transformation of cloud service mode. The "Cloud Merchant" mode officially enters People's view.

Suning said in the announcement, the company after years of operating accumulation, has been built for internal staff management cloud, supplier-oriented supply cloud and consumer-oriented consumer cloud, and gradually promote the "cloud services" model of the overall market-oriented operation.

"We believe that the future of China's retail model will be" shop + Dealer + retail service Provider ", we call it" cloud business "model. Suning said in the announcement, will gradually explore the line under the multi-channel integration, the whole category management, open Platform services business form. This also marked that Suning's "go to the electrical" process to further accelerate, and achieved preliminary results.

Su Ning, chairman of Jindong in the interpretation of the "cloud quotient" mode, said the new model in the cloud technology based on the integration of the open front and back, the integration of open line, goods and experience as the goal, "Su Ning is the new face of the full presentation to everyone."

Suning "Go to the electrical" strategy began in early 2012, then Suning store gradually erase the "electrical" logo, began the whole category of operation, and will be part of the transformation as "Suning Expo Super Store." In the Suning Expo Super Store, the quantity of the non-electrical products accounted for nearly half. Suning plans 1 years to open 16, three years to upgrade the upgrading of 400, the future will become the main store of Suning.

And after adjustment, the offline chain platform officially include Suning flagship store, Super Shop, Suning Life Plaza, Suning Plaza Four major sections, "electrical" two words no longer reflect.

Suning "Shop + Dealer + retail service Provider" of the future model is described as "Wal-Mart + Amazon" form. This is also Su Ning's desire to integrate line of resources under the huge ambition.

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On the status of Suning's easy purchase

The adjustment, Suning easy to purchase is the focus, but also one of the goals.

In the past year, Suning easy to buy rapid growth, 2012 total income of 18.336 billion yuan, although not up to 20 billion yuan at the beginning of the sales target, but compared with 2011 has achieved 210.8% growth. and the main competitor Jingdong Mall 2012 turnover of 60 billion, year-on-year growth rate of 185%, behind Suning easy to buy. This undoubtedly enhanced the determination of SU Ning to increase the electric business.

In Jindong view, online electric business is a turning point for suning, but also in line with the absolute trend of the market. He believes that the future of the retail enterprises, not only online, not only online, it must be the line under the perfect Fusion, "No line on the line, there is a line to have better online."

After the adjustment, online e-commerce and offline chain platform and commodity management together to become the three operating headquarters, electric business official return to the group, which also proved that Su Ning formally tilt the center of gravity to the electric quotient.

Jindong in the recent spring deployment meeting also summed up suning three years of experience in network operators, come to two conclusion: first, the main force of E-commerce should be the shop, and should not be the electricity quotient, regardless of the store or the electricity business, the essence of retail profit depends on the localization of the operation and services; The development of e-commerce should be led by the retail enterprise, not by the electric business service provider, the electronic commerce is the real economy is not the fictitious economy, the fictitious economy leading real economy will inevitably lead to the bubble economy.

Electric business analyst Li Chengdong revealed that Suningyun business owner of Suning easy to buy 60% of the equity, the remaining 40% for the executive hold, for equity incentives. This round of business adjustment, electric business official return to the group, Suning easy to buy the right to sell will be nationalized group. And as the main body carrying suning online business, Suning will be put to a more important position.

The war with Beijing east is inevitable

Coincidentally, Suning in the first week after the Spring festival, with major rivals Jingdong mall 700 million U.S. dollar financing message interval close. It is not uncommon to say that one side is deliberately doing it. In the sky cat a ride of the dust, when, Gome, Amazon China's morale is fading, Jing Dong and Su Ning also become the most equal on the stage of a pair of rivals, both sides of the new round of war is inevitable. "If the Beijing-east growth rate than suning easy to buy faster, I will give Su Ning to him," Jindong in an interview was once released so "ruthless words."

But in order to "tap the Beijing-east", Su Ning needs to come up with a more substantive action on the current competitive landscape and trends in the retail industry.

Some electric business analysts believe that Suning "shop + Dealer + Retail service provider" Blueprint painting, the first line should be unified online user experience and product prices, sacrificing online and offline price difference, and the offline entity store "Treasure", and online resources unified integration, mining product experience, logistics and other differentiated value.

In addition, the platform is still not negligible. The platform has become one of the strategies for large electric dealers ' websites to seize the right to speak and market position. After announcing the completion of 700 million dollars of financing, Liu in the internal Mail, said that the Beijing-east to do is platform-level electric dealers, "all of its business platform, is the ultimate goal of Jingdong." He stressed that "the future of business disputes must be platform war, behind the War of value", and Jingdong Mall is designed to create a different platform than Ali.

Based on this, Beijing east to imitate the day cat "Amoy brand" strategy to support their original brand "Beijing brand", with the help of a group of Jingdong Mall based on the brand to expand the impact of pop platform. At present, the specific standards and implementation plan is still brewing, but obviously, this for the Jingdong brand maximization will be helpful.

Suning easy to purchase the restructuring also involves the open platform business area, the chain of commerce and E-commerce to create an open platform, for the settled businesses to provide payment, finance, data, marketing, hosting services, warehousing logistics, cloud computing and other ancillary services. And the two platforms and 28 division of the composition of "fleet", tripartite independent operation, business integration, the goal to achieve "1+1>2" effect.

The

Open platform is a profit point. The future mainstream brands and models are still doing their own sales, some of the products and the long tail market, will be open platform to do. Suning insiders said. (Jing)