The transformation road of Suning appliance is full of thorns

Wen/Shanhai

As a pioneer of the transformation of traditional enterprises to the Internet, http://www.aliyun.com/zixun/aggregation/6475.html "> Suning Appliance (Road of transformation) is not so smooth, even the process is full of thorns." Even has always been optimistic about Su Ning to the Internet transformation of the capital market, the recent attitude to it has also undergone a 180-degree shift, they have chosen to "isolate" the Suningyun business, which was 8 months ago by the capital market hot Suningyun business formed a sharp contrast, it may also be a start for the capital market rehearsal drama.

Suning v Purchase, a clever self-help

And now the capital market drama is about to be staged again. It is reported that recently suning online new service products "Suning v purchase" to provide consumers with private exclusive custom service. The project responsible person, Suning V will be in the country to create a group of V shopping Guide, consumers as long as online booking, to the shop can enjoy v Shopping guide staff of the entire reception and escort services, shoppers can be personalized according to consumer personal situation to give a complete set of home appliances solutions.

There is no denying that suning this move is very good chess, very consistent with the current marketing road. As early as 2 years ago, I stressed that "there is no way to move the box, the difference between the competition is tomorrow, and can do the difference, is a full set of solutions, return to the consumer shopping intention." And as we often mention in the case of electric drills, consumers buy electric drills not for mechanical equipment, but for the hole in the wall. Similarly, consumers buy home appliances is not for cold mechanical equipment, but to create a life atmosphere (scene).

The image of a point, Suning v purchase This step is like a line of what is worth buying (a shopping guide site), through the manufacture of "content" to attract passenger flow, and then use the sale of goods to cash, profit. Logically, this path is also feasible, and the future is big. Because the consumer of home appliances products, "technology" know very little, often is to listen to friends around the recommendation, or offline Shopping guide can make consumption decisions.

Ask yourself, do you know what is the best air conditioner brand, what model, fortunately where? I believe most people do not know the answer, including me, in the absence of purchase requirements, I will not take the initiative to care about the new air conditioning category, and the use of new technologies. Even if the two-degree consumption, but also mostly to listen to friends introduction, will produce a certain understanding of the product, and make the replacement of consumption decisions.

Suning v purchase is to seize the consumer household appliances when the "consumption decision cost" of this pain point, it is more like a "self-help" behavior, is the offline shopping guide upgrade. In the absence of the flow of access to the situation, the Suningyun to give full play to the value of the store, so that the offline store reverse for the line of the electric business with traffic, from the strategy point of view, this is a current stage of the brilliant move.

A bone of reality, a road full of thorns

However, the ideal is very plump, the reality is very backbone, such a strategy is difficult to fall.

The first is the interests and costs of shopping, if the use of traditional sales associated with the way, it is only a new, shopping guide or will continue to cheat consumers, to promote consumers to buy more, sales commission higher goods, these products are not consumers want, suitable for consumers, shopping guide staff may not care about, They will only be concerned about whether their final interests (pay) can be met.

And if the use of fixed interest (pay) method, for Su Ning, it will be a small amount of expenditure. Too few benefits, you can not mobilize the enthusiasm of the shopping guide, service enthusiasm; too much interest, staff costs will be a problem (how much appropriate). Therefore, how to reconcile the interests and costs of the shopping guide will be a major obstacle to the development of the strategy.

Next is the consumer final payment scene, object, this is Su Ning cannot control. We can not exclude consumers after the experience of Suning v Shopping Guide services, and then to the cat, Jing Dong and other electric dealers to order the possibility. Because in the service difference is not big case (here refers to front end service, the Post-sale service many manufacturers own to do), the price has become the influence consumer decision main influence factor. and Suning's expense rate is placed there, the sale price excessively cheap, either is loses money, or is presses the manufacturer, in short is difficult to continue.

Finally, the problem of the store linkage, that is, the human problem. Suning is a semi militarized management method, especially in the hierarchy is very distinct, staff see leadership to take the initiative to say hello, more middle-level personnel to Jindong. Although Su Ning is in the active transformation, strives to change now the command-driven management method (changes to the party ego Drive), but this is the essence question, the middle class does not ask, why should do this, let alone take the initiative to think. If employees are not aware of the pace of the company at the helm, the implementation of what will be, is really a mystery.

In short, suning v purchase, or Su Ning's "One Wings" (Internet retail as the main body, O2O and open platform for the wings) strategy, it is really difficult to achieve, the transformation of the road is full of thorns. However, I would like to emphasize that any change, self subversion on the road, there will be difficulties, Su Ning can survive, is the key issue.