The truth of the Suningyun business model

Summary: Suning "cloud Mode" truth is the integration of Suning diversified industry, the essence of suning should be property developers retailers.

At present, Suning started the "cloud quotient" mode is more like a cloud, its truth is hidden under the cloud.

Let's take a look at Suning's official definition of the "cloud quotient" model: "Retail service provider", the core of which is based on cloud technology, the integration of Suning front desk backstage, the integration of Suning line, the service of the entire industry, service customers.

What "whole industry", "whole guest group", careful, don't be these empty words around to the cloud, in short, Su Ning want to sell what? Three kinds of products: comprehensive integration of all kinds of entity products, content products and service products. In fact, the body products include: Electrical appliances, mother and infant, cosmetics, department stores, daily necessities, books; content products include: video, digital applications, music, games, information; service products include: Life services, marketing, financial services, business travel services, logistics services, after-sales service, data services.

Secondly, how does Su ning sell? Line the next two roads, physical store E-commerce.

Do you think this concept is new? This is only a traditional retailer of the conservative, in the era of electrical challenge, on the one hand to consolidate the original physical sales line, on the one hand, do a good job online e-commerce-it must do.

As for what the whole category of changes, not today, many years ago, Suning is not only selling electrical appliances. It has not only real estate, but also high-end hotels and other diversified industries. This will be discussed later.

Here is a key issue, line online is not the same price, suning can become the Zhou Botong of hand and hand? For a pure electric dealer such as Jingdong, there is no question of the right and left mutual stroke. But for traditional retailers, Su Ning can not avoid.

So, we see, with this "cloud quotient" change, Suning carried out the corresponding organizational structure adjustment, at the headquarters operating level, divided into online e-commerce, offline chain platform and merchandise operating three major operating headquarters, line online under the unified procurement of goods.

From the outside, this is suning in order to solve the line under the right hand on the other side of the adjustment, but after in-depth understanding you will find it is only optimization, and can not really solve the problem of Su Ning's right-hand and right-handed.

Suning President Jin-Ming and the author chat frankly, Suning line under the goods and did not achieve the same price. He introduced that the commodity Business Department is the original line on the wire two different procurement line to a department, at the same time to suppliers, manufacturers procurement for offline, offline sales products. That is, in the procurement time, which products for online sales, which products for offline sales, there has been an early distinction, that is, the line on the product of the differential operation, in the final analysis, the line under the sales cost is not the same.

The problem is again, you do it, the opponent will not do so. In the commodity circulation is easy now, want to be in the line of the product under the lines, I am afraid not so easy, the right hand to each other will still be Suning has to explore the issue.

In addition to the three major operating headquarters adjustment, suning This adjustment has a bright spot: logistics attention. Su Ning Vice chairman Weimin said that the next three years the company will invest 18.022 trillion yuan to develop logistics projects. Suning Shop Logistics Thinking is right, the better the logistics system, the faster the turnover of goods, to reach consumers in the hands of the shorter time, consumers experience better.

But the identity of Su Ning's other "real estate business" cannot help but make people suspicious. Logistics involves warehousing, warehousing involves land. Suning Group's real estate investment is mainly operated by Suning Property, Suning home owned by Suning Group 25%, Jindong personal shareholding 65%.

Through Suning Place, Jindong many years ago in the reserve land, mainly for the development of Suning Electric Plaza and Suning life Square. There are reports that suning in the city has 30 million square meters of land reserves, and as of the first half of 2012, Wanda's land reserves reached 39 million square meters, that is to say, Suning's current land reserves are close to commercial real estate development giant Wanda Group.

Su Ning will be in the "cloud quotient" mode, do the actual enclosure? This conjecture is not a conspiracy theory, in late April 2012, the CBRC in the Commercial Bank conference call on the tip, there are enterprises to develop industry for the name of the loan big real estate, which points to Suning's name.

According to reports, the investment circle a person familiar with Suning pointed out that suning property in recent years has been investing in Suning Commercial Plaza, which is to open shop low-cost land, and then develop commercial real estate model, objectively become used to hedge investment in the huge risk of the key investment.

In other words, suning "cloud quotient" mode is focused on "fusion", at least two size two levels, the small level is "online, offline integration", the large level is Suning's diversified industries (commercial real estate, shopping chain, E-commerce, logistics, high-end hotels, etc.), "Fusion financing." Suning's "Commercial real Estate" is hidden in the "cloud" and Jingdong Mall, Alibaba competition of a sword.

Thus, the truth is that Suning "cloud model" is the integration of Suning diversified industry, the essence of suning should be property developers retailers. But unfortunately, the real estate business is the media meeting, Weimin avoided the problem.

Of course, the author is not looking at the "cloud model" of Su Ning, it is the essence of the integration of the actual effect of the enterprise's own Operation method optimization, it may have gain effect on the enterprise. But on the retail level, whether it is store sales or online sales, it has to implement a problem, whether to touch the nature of retail?

How to understand the nature of retail, a popular view is: The essence of retailing is the efficiency of circulation, including the turnover of goods and funds. Jindong himself on the nature of retail has also had a reply: Let the goods can reach the fastest consumer hands, so that consumers buy the most needed, the cheapest goods, it will play a role in the bridge.

Back to Suning "cloud mode", it improves the efficiency of circulation? Or is it just a show? (by Wang Zesen)