The new business model of O2O in the Rizhao Building Plaza of Suning Shandong

Securities Times Network (www.stcn.com) September 25 September 22, the Chinese nuclear huaxing (China Nuclear industry huaxing Construction Co., Ltd.) won the bid of Shandong Rizhao Suning Plaza Project, which was invested by Suning Group Rizhao Suningyun Sales Co., Ltd., located in Shandong Rizhao East Haven District, with a total construction area of about 113,000 square meters, of which the ground construction surface The product is about 86,000 square meters and 27,000 square metres underground. The project is composed of basement, podium, tower, including basement 2, commercial podium 8, Tower 22, construction cost of 200 million yuan, the contract duration of 840 days, planned to officially start on September 28. Financial profit Po, the current savings rate increased 1000% recently, Suningyun Business (002024) online, offline operations frequently. On the afternoon of September 24, Suning headquarters executives collectively flew to Hangzhou, held an open platform Zhejiang Regional Union Congress, more than 1000 exhibitors from Zhejiang. Understand, Suning this open platform of the whole category of business to cover department stores, books, maternal and infant supplies, large household appliances, 3 C, virtual products, such as more than 20 large categories, the current line under the overall number of SKUs is more than 2 million. In Zhejiang, Su Ning will focus on the region's advantages of clothing, shoes, hats, daily necessities, department stores, life kitchen appliances and other categories to expand investment, the overall plan for 1000. On-site o ' Connell, Jie Leah, Gxg, Hua Weihen, Autumn, Tang Lions, Cambe, seven princess, Veken home Textiles, Luo Meng, Tai Zirong, Geely Car, Dr Frog, Disney, Yi Gongzhuang, songs and many other brands signed into the contract, such as wheat bags, such as vertical electric platform also clear cooperation intention. "The Future of Chinese retailing is the internet retailing, O2O new business model and open platform, which is the direction of the industry's future attention and practice," Zhang Jindong, chairman of Suningyun in Shenzhen, said at the 2013 Global Conference. In combination, we need to integrate the resources of enterprises in the entity and network, then according to the idea of ' platform economy ', we can open the market and share with the society, so as to realize a new round of resource reorganization and value reconstruction in the field of circulation. "(STCN company produced by the News Center Guangjun) Attached: Research report OTO wave of Suningyun Source: Haitong Securities Writing Time: 2013-09-24oto (Onlinetooffline) is one of the hot spots in the early retail sector. On September 17, we had a "oto and offline convergence on the short-term and long-term implications of the retail business and valuation system", the main points of view are as follows: Our understanding is that the retail business has a solid channel established over the years, actively seeking transformation under pressure, and from international experience, Online Fusion mode also has higher feasibility and benefit space. The traditional retail enterprise's offline channel can provide the product display for expanding the online business, field experience, logistics distribution (self-mention) and after-sales service and many other functions, this resource advantage is purely online enterprises do not have, this is what we find more and more electric enterprises to seek to open the flagship store, bodyThe reason for the shop inspection. Therefore, the medium and long term logic of the O2O model is established. In the short term, the exploration of traditional retail transformation O2O also faces various difficulties, need to stumble forward, in the fundamentals of sales and performance thickening is also weak, but its valuation in the past two or three years to suppress the traditional retail ceiling, so that the relevant stocks and industries to upgrade the valuation, which we have mentioned earlier expected to precede the behavior , behavior precedes results. We look forward to more traditional retail companies being able to practice the O2O transition in a positive way, relative to the short-term stimulation of stock prices. In the 2013, the "O2O" as the representative of the wave, in fact, in the two-tier market lively performance before has imperceptibly begun. For example: (1) Jingdong Mall to choose the regional chain supermarket company Cooperation line pick-up point (but limited size, weight, etc.); and with Singapore iKNOW Group in Singapore, the latter as its Singapore business offline experience shop. (2) Following the opening of the offline entity service store in Shanghai, Beijing and Shenzhen, the Tencent Power Company is quick to speed up the rhythm of the layout line, and in the future, it will open the entity service store in the area of Chongqing and Xi ' an. The establishment of entity stores is mainly to provide customers with more direct and convenient after-sale service for Ishun network. Entity store not only undertakes consulting, testing, maintenance and other services, will also undertake door-to-door pick-up, testing, maintenance and other services. Ishun Network is currently embarking on the development of a "expert door-to-door service" products. (3) Poly-Mei Excellent products (mainly cosmetic cosmetics) The first entity stores located in Beijing Qianmen Street, its main competitor Lok Bee Network is also planning around the end of Beijing, Shanghai and other front-line cities to open a direct shop. (4) Home textile type of electric merchants to complete the B-round before the end of the year (before the Ding Hui 40 million investment) about 50 million of the financing, funds will be used for the latest O2O strategy, is expected to complete the end of next year 100 offline shop laying. (5) Su Ning bought a year after the Red Child entity store September 28 will be landing Beijing Chaoyang Expo Super Store, and follow-up in East China opened the entity shop. (6) Well-known network brands, Dream Bazaar, Mai Lin, Lanmiu, diamond birds, such as a majority of the brand of Ke LAN has been the construction of physical stores. And with split silk for Taobao women sales TOP10, Han Mishe and other brands have opened the line shop. In the first half of this year, the traditional store-dominated a-share retail companies are still under the pressure of "electricity dealers", valuations and share prices have been depressed. In fact, with the expansion of the scope of the electric business, especially the open platform (especially to expand to more cosmetics, clothing, etc.), plus online advertising fees (promotional fees) has been greatly increased, online power to the online service and experience demand has become strong. Although the direct sales function of the store may be reduced, but the exhibition, advertising, experience, service, customer import, credit guarantee, emotional communication and other requirements require online dealers or themselves to expand offline, or with the physical retailer to cooperate with each other. Based on the development trend of industry to O2O, without considering the flow, stickiness, etc.Demand-side differences in the case we think that Suning may have more competitive advantage over other online channel resources, this advantage is not related to property property (own/lease) and property revaluation value (RNAV), mainly in its more than 1600 entity stores in the channel integration process as a network to provide the display, experience, Distribution and services and other functions, as well as compared with the competitor, suning with the dot adjustment near the end, the future in the online channel layout on the need to invest in incremental funds may be less.