Suningyun to abandon the concept of down-to-earth

The introduction of Suning appliance Cloud Business strategy and renamed Suningyun Business, in fact, it is surprising, because it seems that the Internet areas are not very like to do the concept, because before doing too much too bad. From this point of view, Suning is more inclined to a traditional company, which is what we call the genetic problem.

There are jokes, Suning renamed just to avoid the performance of Jindong and Liu Dozen bets, Jindong Hao words if growth but jingdong, the Suning appliance to Liu, so renamed, do not have to send. And in terms of actual growth, Beijing east last year grew 185%, and Suning if the September after the acquisition of the Red Children's annual results, more than 200%, if not counted, is slightly lower than Jingdong, this is really a pretty embarrassing thing, very easy to drool, so renamed or more agile.

Suningyun business?

According to Suning's own elaboration, the cloud Merchant is a kind of electricity store merchant retail service provider's pattern, the effect is to upgrade the electrical business to the entire group, by the Electric Business department to co-ordinate procurement, and then online web sites and shops as two distribution channels, but also launched an open platform to attract major electric dealers settled. In other words, the cloud is a big lump, including the consumer, the open platform, O2O, and other business of Suning, which also includes retail and real estate. In other words, the basics you can think of are already in, so the rest is, is it?

According to the general experience, a hodgepodge of everything included in the history of products, only one success, that Tencent's wonderful QQ, the other basic failure. And from the business model, then a successful case is not, do addition of the business model is difficult to succeed, because the more the more the more the link has more business rules to grasp, regardless of the leader or staff, are difficult. So I would like to cloud the concept of a hodgepodge, just say to deceive the government and shareholders, can be cheap to take the gold plots or foil stock prices or something, rather than really to carry out.

At present, the shrinking of department stores has become an indisputable fact, Ma Yun has been cynical many times, Suning third quarterly decline is intensified, and the full-year profit is expected to be a big decline than last year, and Gome is simply a loss, so the road in the foreseeable future has become impassability.

On the electric business side, the development of Suning Tesco last year did not complete the target of 30 billion, although adjusted to 20 billion, if not the performance of the red children is far from finished. But after all, the red child is acquired after September, barely the whole year's revenue is counted as their own performance growth, how to look at some of it. In terms of volume, Su Ning's current sales volume is only about One-third of the Beijing-east, and its growth is far less difficult than the general amount of Beijing-east. Moreover, Suning easy to buy belong to the rich second generation, like the cat has Taobao inverted flow, Suning also wired the store to their own inverted flow and various purchase and sale services, so zhongxingpengyue, this result can only say barely qualified. Of course, we don't talk about investment and profitability.

Su Ning's commercial real estate direct competitor is Wanda Square, but the distance Wanda still has a big gap, Wanda commercial real estate has a long history, rich resources, cooperation rental and pre-sale situation is relatively good, brand awareness is relatively high, the support is also more, but the capital chain is still relatively tense. As for other commercial real estate, in addition to Pan Shiyi big customers more than, are far less than the residential scenery. Suning Home is currently in many places in the country have large commercial real estate projects, in the current season, although it can not be asserted how, but not for the electricity business support funds is to be sure.

Three areas are actually not very optimistic, even negative positive opportunities are likely to be less, so the cloud business model can be very small, unless, like when I was a child to see a kung fu film, three of people with disabilities to form a complementary combination of Kung Fu, the power instead of a big increase.

Fatal understanding Bias

Suningyun to know is an Internet concept, is a combination of current clouds of hot spots. But in fact, Su Ning is still a traditional enterprise, the understanding of the Internet will not be profound, this is suning easy to buy in the electric business has been doing not the main reason. This problem will arise in any Cross-border company.

Select line under the combination of online, is the first choice for every traditional boss, not everyone will be like Liu off the line under the counter, pure to do online, so, there is only one Beijing east. Suning's stores, commercial real estate and E-commerce are essentially contradictory. Commercial real estate Prosperity is a need for popular, office, business, entertainment is indispensable, while the electric dealer is a traditional store a major competitor, has made many physical stores into a fitting room, and Suning's electrical stores are also part of commercial real estate. Like the website needs the traffic, the business also needs the passenger flow. The relationship between them is so long, the power of the powerful will affect the offline, and it is difficult to jointly promote. You said I can not online shopping, offline services, so that seems to be perfect, but do not forget, you paid the cost of double, but only completed a sales, the current dealer's gross margin will kill this combination. If these are several different enterprises in doing, nothing more than a competitive relationship, offline can be said that the network service is not good, online can be said that the line is not cheap enough, but also for different users to cut the market. And if a family to do, it is not about the mutual Bo so simple, but in vain to lead to high costs, the user has not added, this is actually themselves and their own.

O2O line under the combination of the essence is from the line to the bottom of the flow, for the traditional enterprises to bring new customers. and Suningyun to the contrary, into the line to the back of the line, to guide customers to the online transaction, this is completely put the cart before the horse. Did not bring the new people to the store, activate the entity, but the entity to the line, compressed the space of the entity. This kind of blood transfusion, although may let the easy to buy the data to be good-looking some, but may shake the suning on-line under the fundamental.

If so, but also forget, the problem is not only that, Su Ning will also invest more than 20 billion construction logistics system, but also the whole category expansion. The input of the logistics can be understood, at present, Suning Electric and Jingdong compared to the great shortcomings in the logistics system, the user experience is not good. and the whole category expansion, it is the new big department store strategy, to peel off the electrical properties before, to the General department stores March. This decision is actually very bold, because almost subversion of the brand connotation of suning, is generally business taboo, whether the success is very doubtful, at least every guest do outside the category expansion of clothing, harvest is only inventory, consumers do not recognize.

The combination of these many distinct and even contradictory fields, will certainly because the understanding deviation appears each kind of running-in on the question and the huge conflict of interest, this, Su ning oneself should also early anticipate, Suningyun Group vice Chairman Weimin said: "Is wants the mutual fight, the fight to later, does not have the fight, only then merges." "This is actually negative and optimistic, the first is very helpless, must fight, the second is very optimistic that the final will be integrated, not to kill one." And in my opinion, the possibility of integration is far less than the possibility of death and a big injury.

No responsibility Assumption

In the early days, Su Ning has not done a lot of shopping, I have asserted that the opponents of Beijing east is not Ali, but the Gome Su Ning, it turns out, it is so. Gome Suning stores in the domestic counties and cities penetrate the wide, is the construction of logistics of the jingdong need a great effort to comparable. If the Gome to transform the store into a logistics distribution system, reduce operating costs and advertising, one heart to do logistics warehousing and installation Services, can be in a very short period of time, to achieve a better user experience than Jingdong. Just, Gome Su Ning is bound to be unable to change the business model, so they have a set of electric business system, and professionals, compared to natural stretched.

Now go to invest in logistics, engage in user experience, in fact, the time is too late, the user's habits and impressions have gradually formed.

If you consider cost factors, the need for electricity and offline access is almost no, Macaulay has tried to open a shop, and did not succeed. From my view of the Internet industry, the offline entity is an inevitable trend, the general company through the purchase of a building to achieve, the electric trader can choose to build logistics warehousing or self-built stores two ways to tamp their own foundation. Jingdong chose the first, which is why I have always said that Jingdong will not fall, because there is already the foundation of the entity. Without the entity foundation of the company, the flow of a pinch, immediately finished, only the server. Suning is the second natural, offline is the store. I still think that the line store service and price and the line has a distinction is good, so that can meet the different needs of different users, if the homogeneity of the one side is necessarily redundant. And whether Su Ning's electric dealer or the store, cannot have one to be given up, therefore, oneself is delaying oneself.

Store to change logistics services, I think the most optimized scheme, but also the most unlikely solution.

Traditional enterprises embrace the Internet's biggest problem is still the understanding of the Internet, including users from where, the user's psychology, the user's choice, and so on, are not too understanding, I think a cheap internet sales, we all know, have come to buy, this is actually wrong. And the line under the "Fear not to make money is not afraid of goods" psychological brought to the line operation is also very dangerous, focus and professional generally from the success will be more recent.

The greatest of all risks is not to say, the risk of capital markets. Such a large capital market sucking blood (debt financing, etc.), transformation, once the effect is poor, shareholders will be afraid to vote with their feet, if suning ship is in the middle of the river, it is really troublesome.