Zong Ning: Electric dealers still rely on home appliances to support

Some time ago, Su Ning ran to Beijing's owner opened the open platform of the General Assembly, then I want to laugh, this is again by Jing Dong to ditch. Easy to buy that point of traffic to do pop platform, that is really drink too much. After Su Ning opened the platform conference, Jing Dong then opened the Home appliance assembly, released the next three years of strategic planning, as well as "Beijing-East household appliances supplier Cooperation white paper", "Jingdong home appliances prices and characteristics of the white paper" a large pile of Balla documents, the final conclusion is that within three years, home appliances sold 110 billion.

Why is 110 billion, because Suning's annual sales, electrical parts in the hundreds of billions or so. If the BoE sells more than 100 billion electrical appliances, then basically more than Su Ning's main business income, the Beijing-East channel of the right to speak, will exceed suning, if the implementation of the period of improvement, then to rely on the Yahuo working capital of the Gome model, it has been difficult as before the same channel with the power of the pressure of Beijing east. The electrical brand will easily make a decision on which team to stand.

Why are you back in the appliance? This is actually the electrical business Real Brand Foundation, is also the Beijing East success one of the two key keys, one is the electrical appliance, one is the logistics. I have heard the brand class people know, I said the brand two major functions, a call distinction, a call premium, and electrical appliances, is the brand center of the electric business. Jingdong brand inside to distinguish the factor is nothing more than two, one is authentic, one is logistics fast. and the concept of authentic, it can be said that the main thing is the big appliances and digital products (cosmetics are also counted). This type of product is characterized by a higher price, the user of quality, safety and service requirements than the price more sensitive. For example, a small website SLR is cheaper, you may be very difficult to take orders. and Jingdong even more expensive than other 10%, you may also buy a peace of thought, and even may add 49 yuan to a limited time to achieve early to get the role of peace of care.

I said that Jing Dong and when when the difference lies in, Jingdong customers are selling home appliances accumulated, trust and consumption ability is stronger, buy TV can, regardless of buy small appliances or something. And when the customers are selling books accumulated, you let me spend 100 yuan to buy books, I am not afraid, you let me spend 10000 pieces to buy a computer, I will still think about it. Every guest's truth is the same, low customer price of the electrical quotient of viscosity and trust, far less high customer price. So, home appliances or kingly, pop just to increase the category, improve flow value and rich incidentally purchased. Unfortunately, Suning thought is the trend and strategy, and then ran to follow, but in their main home appliances, was copied back.

I April 2012 analysis of the Beijing-East strategy of the article "Master Jingdong" inside mentioned that the opponents of Beijing east is not when the Fank, but the gome such a giant. These two types of companies, one is from the network to do home appliances, and then began to penetrate to the offline, the more the heavier, the layout of logistics, and then build the entity service point. One is to line up the line, they have a high penetration of the three or four-line city of home appliances sales channels, and then integrated online for sale and service. The rest of the thing, is to see who is fast, is jingdong first line built, or suning Gome quickly put the line under the integration and then the line built. At present, Jing-dong is still a faster step, Su Ning's line with the same price, apparently slow progress, and run to engage in pop, I am afraid it is more difficult to advance. And at present, Beijing East, has opened 34 operating centers nationwide, with 521 cities covering the country (county level), a total of 1066 counties of Home appliance Logistics distribution network, planned to 2016, Beijing-East home appliances will be opened in the country 60 operations center, covering 1100 cities nationwide (city above), About 1600 districts and counties. This scale, under the line will also surpass Suning, and this is just distribution network, not stores, lower operating costs.

Home appliances is the King of electrical goods, no LUN is the customer unit price, sales or user recognition of what, are the leading, home appliances are basically big brands, these brands will become the brand endorsement of Jingdong. So, the foundation of Jingdong is home appliance, Beijing East's enemy, is the home appliance giant, but the appliance giant did not see this, not as soon as the door shop to complete the transformation of logistics service points, but to engage in line with the same price of the game, the cost is not reduced, the profits down, and finally I am afraid to give the home appliance market And as for other God horse mother and child pop and so on, it is built on the huge flow of prosperity, there is no effective drainage way, do these are dead end.

Now, Jingdong electric power has been greatly close to Su Ning, within three years, if Su ning can not form an effective counter system, then the line of home appliances market area will be routed. At that time, can only concentrate on the real estate, and Taobao, before the rookie logistics up, the impact on the Beijing-East home appliances will not be too big.

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The author of the micro-letter public number is zn10961242