Suning transition to take hold of the heat

Ding Yuan

Suning Cloud Business, entering the key year of transition, is accelerating and exploring O2O's "First Time."

By the end of May, Suning Cloud Business announced that it will free the mobile phone film for its customers in the core stores of 34 cities nationwide and set off a big discussion on the social networking platform "to force street filming artisans". Behind this, being a chain giants who for many years focused on selling products in stores, is "unwinding" to try out services to enhance the store experience and increase traffic.

In mid-June, Suning Cloud Business and Barcelona before the sports marketing cooperation, Suning cloud operations headquarters executive vice president Li Bin "unprecedented" in microblogging "shake a burden ahead of schedule," a move that triggered the attention of all parties , Is also being questioned on the Internet.

The latest news is that after the advent of SF "Hey Ke" convenience store, Suning cloud providers are also in full swing to prepare the "Internet supermarket."

These "first time" for the year of Suning is undoubtedly daring; for today's Suning cloud business, the next it needs more "first time." Elephants are learning to dance.

Recently, Zhang Jindong, chairman of Suning cloud business in Nanjing, accepted the "First Financial Daily" interview, talked about the transformation of thinking and understanding. He said that Suning is now undergoing changes. Although many things can not be described in a vigorous manner, everything from personnel, thinking and organization to ability are moving toward the established goal.

"The development of an enterprise requires thinking and understanding of unity, step by step, too fast, and no speed," so it is important to grasp the heat. "Zhang Jindong said meaningfully.

Reshape the core ability

The management scientist Charles Handy has a well-known paradox of success and curve logic: what makes you successful and up to the present does not keep you forever.

In response, Suning apparently feel profound.

Through more than 20 years of struggle, Suning Cloud Business, which landed in China's capital market with the concept of home appliance chain, reached an astonishing height: annual revenues of over RMB100 billion, more than 1,600 offline physical stores, tens of thousands of employees and tens of thousands in the supply chain Home partners. Looking around the world, Suning cloud providers are the retail chain in the "elephant."

However, in recent years, under the impact of Internet technology and e-commerce, Suning's "elephant" has experienced unprecedented challenges and pressures. It is also soberly aware that step by step progress can not keep the status of NO.1 in the industry. To this end, "Elephant" began to learn "dancing."

Zhang Jindong said that the primary change that has taken place in the Internet era is the promotion of price transparency and the elimination of asymmetric information in retail. In addition, due to the Internet era requires retailers all categories of development, but also highlights the Suning product line short.

As early as 2009, Zhang Jindong proposed "marketing reform" internally; in 2011, it started to implement the full category expansion with the theme of "transformation of science and technology and smart services"; deepened the transformation in speed and deepened in 2013, clarified that with Internet retail as the main body, Road map of one body and two wings to create a full channel management and open platform.

But reviewing these years of transformation, Zhang Jindong said frankly: "Since we were too successful in the past, many cadres, including high-level accustomed to stick to the rules, have to wait until the cliff before they wake up. Suning has now developed into a hundreds of billions of businesses, But now passive areas are too conservative, so I talked about the wolf and entrepreneurial passion this year, especially the requirements from the big team, small teams, including individuals must innovate, the organization is to simplify the process.Since the proposed transition, We will lose our own baggage, to make a comprehensive change and breakthrough. "

Harvest, there are lessons. After several years of exploration and exploration, Zhang Jindong's thinking gradually became clear from the beginning of the vagueness, and gradually became calm from the initial radicalization. He told the "First Financial Daily": "We can not be led by other Internet companies. Reforming our core capabilities is the key to building our own core capabilities."

Zhang Jindong mouth "core competence" is the Suning cloud business to take advantage of a strong offline store resources to create online and offline collaboration O2O open platform.

Along this line of thinking, starting from early 2014, Suning cloud providers to "enhance the user experience" as the core, and constantly improve the store's consumer experience. Zhang Jindong said that Suning is through the store environment, product display and payment system improvements, the physical store into a consumer experience center to enhance user stickiness.

Earlier this year, in order to support the implementation of the transition, Suning Cloud Business conducted a series of organizational restructuring: setting up an online and offline integrated operational headquarters and implementing independent company operating modes in the fields of logistics, finance, mother-and-child, and independent products .

Zhang Jindong revealed that at present, Suning is making every effort to build an open platform for easy-to-buy businesses that have settled in more than 8,000 businesses and this year's goal is to reach 15,000.

Through the efforts of night and day, Suning has a firm foothold on the road to Internet transformation and has embarked on a distinctive retail model of O2O Internet.

"We should insist or insist, do not throw away their own things, or Suning is not their own, no one will remember us." Zhang Jindong tone firm.

Grasp the heat

Although Suning has taken a number of measures in a row, the effectiveness of the show will undoubtedly take some time. From the first quarter of 2014 earnings data, Suning is in a crucial period of restructuring.

Zhang Jindong frankly stated that the transformation of Suning around the Internet is a continuous process of continuous improvement and is not accomplished in a single step. In this process, although the strategy is clear and the path is clear, a great deal of implementation needs time to complete and more time needs to be tested.

"Do not say you feel slow, and even we ourselves feel slow." He said with a smile: "Because at the beginning of the transition, we did everything from thinking, organizing and staffing to thoroughly focusing our efforts on the second venture Some problems appear; and when talking about the transformation effect, we see more of the 'surface problems' of traffic, experience, products, etc. So it is easy to think that the slowness is the problem of Suning's ability. "

Zhang Jindong told First Financial Daily that starting from this year, he proposed to focus on the "three-effect law" and start to focus more on focusing on some areas. In specific operations, breakthroughs will be made through project and company systems.

"Suning now has to do is the integration of online and offline, some of which are principled, take time to complete, but also in the daily management of the process of continuous improvement and improvement, it is impossible once and for all. So we have to Grasp the heat, to relax, step by step. "Zhang Jindong stressed.

In a few days ago Suning cloud providers "2013 Annual Shareholders' Meeting and 2014 investor exchange meeting", Zhang Jindong said that from 2009 to 2011 is the stage of Suning strategic exploration, 2012 to 2013 is the strategic layout, the transformation path The establishment of the stage, and by 2014 formally entered the stage of implementation of the strategy.

Zhang Jindong said Suning cloud business two years ago is the strategic layout of the framework of the construction period, when it rises, everyone can see clearly, and this year from the strategic implementation stage is like the building's interior decoration stage Although no changes can be seen outside, once the construction is completed, it will bring a pleasing experience.

"There has been significant internal improvement since the beginning of this year, changes in perceptions, changes in people, things that are really undergoing adjustments, and these subtle changes are reflected in the market." Next, we are going to a bumper season. Zhang Jindong confident. getty map