The pain of Su Ning's transformation from "virtual operator" to "search"

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Original title: from "virtual operator" to do "search", suning disease nasty desperately?

Suning's traditional home appliance company, which set up its first overseas research center in Silicon Valley yesterday, appears to be a memorable milestone in the Internet's transformation. However, on the day of the announcement, Suningyun's share price fell by 0.91%.

Suning originally as with the Internet industry out of line stores, since 2009, Suning easy to buy online, triggered the internet vibration. Last August, Su Ning provoked the price war with Jingdong. In the whole of the saliva war, Suning easy to purchase the site has been compared to the past, the number of 10 times the increase in traffic, and finally to the end of the site crash. Countless netizens watched the farce. Compared to this farce, the recent sharp fluctuations in the price of the tragedy, perhaps more let Su Ning is a disaster.

Since 2009, Suning has been intensively exposed to the transformation of their movements, involving the field of online electricity dealers, banks, funds, virtual operators, video, group buying, and other six major areas, coupled with the recent overseas Research and development center, basically what lively on the inside together.

In the expression of their own transformation strategy, Su Ning claimed to be the internet retail as the main body, to create O2O of the entire channel business model and line under the open platform, Suning also do a whole category of sales. Not only that, this June, suning full spread line with the same price; July, Suning built 16 large Logistics Base, 5,000 logistics distribution points; in August, Suning confirmed the application for a bank licence to Yi Bao into the field of funds; October Suning acquired video website PPLive, apply for virtual operator license; November, the introduction of the balance of treasure wealth Management "Change treasure" in the United States Silicon Valley set up research and development center.

This frequent action, you can see that the determination of Suningyun is very large, but you do not see the focus of suning, it seems that each step is a general strategy of the concept, and implementation of tactics, it seems that there is no context. With the latest Silicon Valley research Institute, in the press release, Su Ning said that he wanted to do search, large data, high-performance computing, it seems that every same and before the concept of Internet power is not directly necessary contact.

Su Ning also said that the Silicon Valley research and Development Center in the next year to expand the size of the team to 50-80 people. To know that in the Internet more qualified Baidu, also only in April this year in Silicon Valley set up research and development base, no more than 10 employees, Alibaba in the Silicon Valley layout is still very small, and Tencent is mainly in the investment acquisition area. Su Ning just steps to run, the pace is so big, not afraid to fall?

Faced with a few consecutive quarterly profit decline, even in the third quarter of the situation, Su Ning's overseas research and development layout is still so generous, which makes people more understand. "Paloato is one of the most expensive areas in Silicon Valley," said Shenboyang, general manager of Glutinous Rice network. How to put the research and development center here is a rhythm of how to burn money. "High rents and recruitment and maintenance costs are not a good idea to be abandoned."

Now, Suning wants to radiate too many fields, and the most important electric business, and not much improvement. From this Alexa traffic graph, in the summer vacation, August and November, suning in a large number of marketing costs and large-scale promotion, Suning's flow ranking can be rushed nearly 100, and in the absence of promotional days, the ranking fell out of 100,000. From the October traffic data, the promotion of the market to the flow of the role has begun to reduce.

Desperately to break the money and make no money, this is the pain of Su ning transformation, or it has not found the point? In the Internet transformation of a good idea, now has put suning on hold.

Su Ning, which has used such a large amount of manpower and material cost, is in a dilemma of falling out of the situation. It needs to continuously for its own grand goal, add new popular concept, win the favor of investors, at the same time, has the direction of exerting force, and carry out not to call the hand, need to find new ways of profit. This may be the main reason for its frequent and awkward situations. For Su Ning, stop to build some foliage, the old tree can grow better.