Weimin: Offline retail not toward dusk the electric quotient mode cannot subvert it

August 27 Night, http://www.aliyun.com/zixun/aggregation/6475.html "> Suning Electric Appliance President Vice Chairman Weimin accept this reporter exclusive interview.

In the context of the rise of the electric business industry, Weimin said, "offline retailing is definitely not going to dusk." Offline retailing is a bit sluggish at the moment, but in terms of global trends, the future development of offline retailing is optimistic.

"21st century": What about the past round of price wars?

Weimin: We will have "E18" promotions every month, August 18, just as our 3 anniversary of the celebration of Suning, so we made 3 months ahead of the promotional preparations. This matter, we do not have any expectations, but we are a regular activity. The actual effect, from 15th 20th traffic and sales significantly increased, we increase the investment in the store promotional resources, so that the store performance also has 50%-70% growth.

"21st century": What about the argument that "electricity dealers have more cost advantages than physical stores"?

Weimin: From the historical average of suning appliances, our cost rate is about 9%-11%, the market is better, the same shop growth is only more than 8%. In addition, Suning easy to buy rely on suning appliances, cost rate of about 8% in the first half.

From the listed domestic and foreign electrical Business Report, the actual cost of the electric dealer is definitely not what we imagine is lower than the real store operating costs, especially in the electricity business model exists in the distribution costs, than the physical store required rent, personnel, water and electricity costs is not low, especially for the low unit price Books, department stores, The cost of daily product distribution is even far beyond the physical store. Physical store rental, personnel, water and electricity is in 5%-6%, while the distribution cost of electric dealers in many enterprises in 10%, or even more than 15%.

Jingdong Mall and other electric business enterprises may have cost advantages, but not enough to bring the model of subversion.

Offline retailing is never the so-called twilight. From the number of stores, China has more than 2,500 county-level units, there are nearly 350 units, more than 30 provincial capitals, according to a provincial capital city opened about 4 stores, the level of units to open 1-2 stores, county units to open 1 stores planning, Suning put forward to 2020, We will have 3,500 store targets. At the same time, the physical store function, the future to meet product consumption and time consumption of two functions. In addition, the line under the fusion also has many opportunities, therefore, Suning Electric appliance Chairman Jindong, Suning to do "Wal-Mart + Amazon" concept.

E-commerce is a new channel, E-commerce also needs backstage supporting and support.

"21st century": how to see the timing and background of the price war?

Weimin: From the point of view of all parties ' information, it can be seen that Suning's easy to purchase has caused great pressure to its development.

According to common sense, a sales of 20 billion yuan in the department store, will appear at least 1 billion yuan profit. But Jingdong Mall in the development process, has always been a point of view: The reason is not profitable, because the scale is not big enough, the scale of the profits, and, after the profit can win-take-all. They use this concept to convey a hope to investors.

But the rise of suning easy purchase, so that Jingdong Mall in the industry accounted for and the growth rate of the relative decline. Everyone's gross margin is not 25%. In fact, Suning is not so high on the electricity margin. Suning's comprehensive gross profit margin has been around 18%-19%. Since 2009, Suning intervened in the electric business, in the development of Jingdong Mall, we must face a long-term, competitive problem.

"21st century": recently suning two rounds of financing time is very close, Su Ning encountered cash flow problem?

Weimin: Financing is close to coincidence. The first round of the 2011 announcement was completed in July 2012 because of technical and policy reasons. We have also set a basic goal of logistics construction in 2015, so after the first round of financing, we did a second round of financing.

Both rounds of financing are based on plans for the next ten years, because it is harder to get tens of billions of dollars in the short term according to their own profitability. Channels to the three or four-line city and even county-level subsidence, especially the establishment of electric business platform, we face tremendous pressure. This kind of pressure is the customer service experience drops, the customer complains rises, concentrates manifests in the arrival delay, but to solve this problem, must complete the logistics construction.