Suningyun--The future of Jindong electric business

Suning Electrical Appliances A few days ago officially renamed as Suningyun Business, and put forward a set of fuzzy concept and strategic transformation concept, in suning new business model, and did not show desperate to enter the line of determination, but unexpectedly put forward the store business, retail service provider concept, so that the market people a lot of thinking. We think, are Su ning why not emphasize the Internet of enterprises, this is the success of the current successful electrical Business Enterprise Foundation, deviated from this track, Suning can become? I think, all changes need to consider the reality, Suning walked the road before no successful experience, does not mean that Su Ning will fail.

Successful e-commerce, such as Taobao Department and Jingdong Mall, no one is not from the Internet, into the Internet, the logic of this class of players is that all the factors that are not Internet are reactionary. Of course, Su Ning also has its own logic, that is to Su Ning, betrayal of the past and comprehensive Internet, it is really suicide road. This logic is formed by the influence of objective factors, not how to do the problem. Su Ning is the kind of company which is different from the traditional enterprise and the Internet Enterprise, with pure Internet thinking to look at it, certainly everywhere is wrong, but if from a macro perspective to see Suning, you will find that the Suning appliance announced a new strategy, is completely a traditional enterprise to enter the line of the declaration of war, the significance of extraordinary. The whole industry should be happy to see it, do not understand why there are so many people are not optimistic.

Su Ning is the early attention to online opportunities, hands-on also earlier, and also achieved a certain degree of traditional enterprises. In the past year, Suning easy to purchase a firm march on the line, previously in the electrical appliance and the Beijing-East war, and because the open platform to take the cat when the opponent, eager to break through in the unfavourable market environment, showing an anxiety mentality. Indeed, the online erosion of the line is obvious to all, and even some people have issued slogans to destroy traditional industries and nurture a new group of vested interests. Just one thing to be aware of, in the history of business evolution, the use of a group of operators to forcibly replace another group of operators is reactionary, more often, the elimination of the traditional operators are very few, they will often be transformed to embrace the new economic model, Suning is one of them, and went ahead.

Suning from home appliances retail start, now has nearly hundreds of billions of annual sales scale, online under Suning has to rival Gome left behind, that online? Suning easy to buy 2012 sales of 18.3 billion yuan, growth rate of 210%, this growth rate even more than jingdong. Of course, suning online business with the cat and the east has a small gap, but even with pure Internet standards to judge it, Suning easy to buy is also qualified. Just, people often take suning easy to buy suning appliances as the subject matter, that sales are less than One-third of suning online business, encountered difficulties.

In fact, Su Ning's difficulty is not that the line business does not do well, but is not able to do with their own line of scale to match the extent, because only then, under the line of Su Ning can calmly complete turn, the whole of Su Ning in the new economic model still occupies an important position. So how to achieve a breakthrough? If we follow the traditional idea of electrical business to seek change, Suning is not the first advantage of the easy to buy with Taobao and the Beijing-East gap is too large, chasing not easy, and offline business across a layer of suning easy to purchase also can not give full play to their own offline advantages, these in a highly competitive market is inferior. So, Su Ning put forward the new development mode, with the market share that Suning has obtained to be based on, the overall acceleration group's business informatization, rather than comprehensive e-commerce.

Suning's online business is huge, which makes it doomed to go with Taobao Department and Jingdong Mall different road. Offline business is now getting thinner and slower, and many people think it's a burden, but why not consider it an advantage? Su Ning and gome such traditional retailer's biggest advantage is the channel, owning the bargaining power and the discourse power of the pure electric unattainable. Putting these advantages aside and competing on the line, the road will be narrower. Su Ning last year when the east of Beijing said the line to implement the same price, then did not implement, is entirely operational technical barriers, now the concept of cloud quotient, it is to remove these barriers one by one, only the online and offline advantages of synergistic integration, mutual infiltration, suning can get greater opportunities.

A recent voice has been magnified, that E-commerce will destroy traditional commerce, and on the opposition side, it is firmly believed that traditional business will still exist for a long time. In fact, both sounds are the product of position-determining ideas and do not take the middle path into account. America's top ten electric dealers, only two were completely born out of the Internet, there is no line of genes, the rest is all online under the all-in-one player. China's specific situation is different, but in the content is generally not biased. The future of E-commerce, is the business of informatization, will not be the overall line of merchandise retailing. From the pure electric business enterprises to promote the offline retail industry information transformation, or from the offline retail industry itself to carry out information transformation, essentially, are the same, the same. From the limited information disclosed by the Suningyun, they did not deviate from the general direction, both recognized their own as a crisis of traditional enterprises, nor in the face of a pure electric dealer aggressive offensive. Su Ning to do is to be their own huge line of business and online integration, without abandoning the traditional position on the basis of a comprehensive embrace of the Internet.

Under the background of new technology, the short board of traditional enterprise is obvious, the ability of chasing new wave is not enough, the short board of Internet enterprise is also obvious, do not have offline channel and resources. The combination of the two is a trend, not a life-and-death relationship. The idea that you can beat a traditional business with a single computer cable is a cliché, because there are not so many fools to spend in the future. The long-term trend in this field is that there is no real economy and the difference between the virtual economy, E-commerce will be more and more real, the traditional enterprises will be more and more virtual, until both sides have come to a convergence point of convergence, the traditional electricity business and business order will be restructured, the new economic order can be established.

In a sense, Suningyun can be regarded as a major event in China's business and Internet sector this year. The internet has been developing in China for 18 years, this is the first time a large-scale traditional enterprises with the new wave of comprehensive transformation, but also take an independent innovation-oriented road, showing the determination of righteousness without return to GU. Suning before the easy purchase is the transformation of Suning group, now the Suningyun business, is to see the situation after the full force to build an innovative type of business. It's hard to find a traditional enterprise that can be so resolute to the huge traditional business to reform, although the road is rugged, walk the past is a new world.

I have already said that Suning is the future of China's e-commerce, this is not a joke. Days to change, the traditional enterprises as rivals and enemies of E-commerce enterprises, performance over, continue to be in the grave, only to recognize the two can cooperate and will integrate the people, in order to win the future. Expect Suningyun to be successful, and to allow more traditional enterprises to be demonstrated. Only more traditional enterprises to join in, China's e-commerce can truly achieve.

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