The strategic significance of 8?18 to Su Ning's transformation

Jingdong 6 18 Basically announced the end of the first half of the electric business promotion activities, in accordance with the rhythm of the previous years, the next wave will be "double 11", and this year suning to build their own holiday "8 18".

"8 18" is not a single promotional activities, Su Ning tries to build a "8 18" of the electricity quotient Hundred Days, "make festival" intention is obvious. Throughout the transformation of Su Ning's Road, from 2010 on-line electric business platform, to the implementation of http://www.aliyun.com/zixun/aggregation/36050.html "> line on the same price, and then to 2013 online open platform, although the controversial , but Suning has been adhering to the "store business" of the two-line development strategy. 2013 Suning Easy to buy year achieved 28.4 billion of sales, ranked third. In the first half of this year, suning overall achieved sales of 51.16 billion, down 7.87%, net loss of 749 million. From the financial data, Su Ning's transformation of the road appears very painful, the original annual profit of 1 billion of the listed companies, in a short span of two years there have been large-scale losses, it is all worthwhile?

Su Ning's mode, in the electric business industry is not optimistic, mainly in the electric and traditional retail channels conflict; At the same time as the rapid development of electric dealers, offline retail footsteps have been forced to slow down. This is also the main reason why Suning must transform and lose money. However, in the long run, the existence of the entity store will become an advantage, under the O2O concept, the electric business has become a single operation mode, online and offline integration is becoming a new trend. In the future, the entity store will carry the logistics, warehousing, after-sale, sales, service and many other functions, its role will be more and more prominent. In addition to retail business, suning in the virtual operators, Internet finance and other aspects of the layout is also gradually launched, basically formed a retail business as the core to finance as the support of the overall layout.

Su Ning's promotional activities have done a lot, but this year 8 18 can be said to be its electrical business development of a crucial war, 2012 and Jingdong 8 15 price war has long been forgotten, suning needs in the electric business industry issued a greater voice, in 6 18, double 11, respectively, as the Beijing-east, the day of the success of the cat-making festival case , Su Ning also needs a festival to lay its own position.

So, Su Ning in the 8 18 big promotion, almost all the resources were spent; through pplive content implantation, video marketing, as the important layout of suning in the media field, pplive the first time in this event to assume an important role; Tencent, though married to Beijing-east, has not prevented the cooperation of micro-letters and other electric dealers, There has been a message that micro-letter and Suning will be in the 8 18 to promote deep cooperation, although the actual is not so, but suning or through the micro-letter issued a value of 1.8 billion yuan red envelopes, and produced a great spread of the role of mobile end of the flow of the import effect is very obvious. Home appliances has been the leading category of Suning, 8 18 to promote the status of electrical appliances unshakable, but the role of department stores are being promoted in the whole category of the banner, Suning is also passing the transformation of information. As a big promotion of support, Suning launched a half-day Tatsu, speed up, three-day, store free WiFi and many other services, all-round protection of consumer shopping experience.