The "thaw" of Suning's Internet thinking

Ice Bucket Challenge This topic began to ferment on Weibo from the night of 17th, with a bucket of ice water in front of the millet headquarters in 18th. The domestic ice bucket war is also officially opened the curtain, just a week, from celebrities to ordinary netizens to participate, Micro Bo as the main battlefield of this show, also with the emergence of three types of roles, for the show, Watching the play and purely blind in the fun, I have reservations about the attitude of ice bucket, as a common people, many did not understand why the big guy to do so, blindly follow the bandwagon is some waste of water, but also as a direct donation for the public good to contribute.

But there's no denying the fact that the ice bucket challenges this activity is indeed a screaming marketing product, whether it's a scream from a participant or a screaming viral spread and buzz. A short period of less than a week swept the world, and has been from the tech personal participation in the Internet enterprises, COFCO I bought the net as the first war enterprises, and at the same time to suning easy to buy, Beijing East and the days of the cat launched a challenge.

And in the past in the slow pace of the internet compared to Su ning this active challenge, for the hot event marketing efficiency is still very high, Ali and Jingdong have no movement, the first in their own doorway put "ALS" shape, Dozens of employees at the scene (T-shirt shorts are also disguised in disguise) the recent mockery of Su Ning is a suit electric business statement) Like a domino generally a quick to complete the challenge, coupled with the scene of the entertainment and collective donations won praise, Suning line of the hard high-profile performance, Naturally also to the momentum of the line on the full 818 to promote a lot of popularity, suning on the line of the play Flash also should be potential to take out the "ice bucket price", I took time to participate in a moment, see the original price of 899 yuan of multi-functional juicer can be 4 yuan of cabbage price beat away, really do not suck a cold breath.

Suning by virtue of the two-line combination marketing strategy, played a O2O mode of the first gun, is to earn enough consumers and the media eyeball. In the past, Suning has been playing the O2O slogan transformation, but has not been able to give clear strategic understanding of the outside world, the ice bucket Challenge although just a follow the occasional, but this bucket of ice poured down, Su Ning seems to have a lot of sober rational, in my personal opinion, still have the possibility of overtaking the curve.

First of all, Suning launched a series of counter-attack promotional activities opportune. From the point of view of node planning, the August is the off-season of electric business operation, other platforms do not have big activities, which provides a better opportunity for Su Ning Counterattack, and, Su Ning this plan Hundred Days campaign contains a number of holidays, broken down into 818, the beginning of the season, the Mid-autumn day, the second 020 shopping festival and a series of activities, In addition, the Hundred Day campaign to continue to the Singles Day on the eve of its diversion flood discharge "Double 11" intention is also very obvious.

Secondly, Su Ning has made a full effort in logistics. The use of offline 1600 stores based on the line to get through the online channels and offline stores, suning such a large number of store base is tantamount to a scattered nationwide giant warehouse, this congenital advantage is not available to other single electric. Consumers now do not need too much online experience after the purchase, in particular, 3C products, the store into a "warehouse", coupled with system optimization allows users to buy goods and distribution address intelligent matching, realize online convenience and online experience perfect combination. Think about it, such as about a good 12 o'clock noon to send goods to consumers home, the result of the goods delivered at 11 o'clock, this good user experience and bring the surprise to consumers in the delivery of the way but can not save.

In addition, the integration of line online eliminates the contradiction between the traditional retail transformation and its own electric business channel. The price unification is very important one step, Suning's line store has the electricity merchant's price superiority, but also has the humanized service, sets the product demonstration, the experience, the logistics, the market promotion as a whole, plus the line concentrates the energy to break through the key category, draws the bigger flow to cultivate the loyal user, This will become a single electric dealer or traditional retail enterprises can not be very competitive.

So, Su ning by virtue of O2O counterattack all aspects are ready, in the past, Su Ning lacks internet thinking criticism more, but now it seems, Suning's internet thinking is in this hot weather with the ice on the end of the water thawed together, "milk powder insurance" and so on the internet thinking of products also emerged. Once the traditional retail industry inserted the wings of the Internet, even if carrying a heavy "baggage" can also fly up, homeopathy and for, the strong return of Suning power is only a matter of time.