Li Bin: Free "Free Trade Zone" Achievements Of Suning Yuntai

Executive vice president, Ningyi purchase Li Bin It is believed that opening up is an attitude and an ability. Suning has already had the strength to do an open platform. Any industry is constantly optimizing in the process of transformation. Suning is not simply emulating the open platform, but actively creating a "free trade zone" ecosystem in a subversive and innovative manner. Li Bin called himself "director of investment promotion" and introduced to merchants. Suning cloud platform Investment rules.

　　 Evolution of platform 1 to platform 3

Platform 1 refers to the C2C model which was born in 2003. The platform has no threshold, similar to the "flea market", which is mainly operated by individuals and individual merchants, selling goods and providing services on its own. This mode represents the starting point of China's e-commerce industry, has considerable time character, and also fostered the earliest price sensitive online shopping users. But at the same time, there are natural defects in the C2C mode. Because there is almost no threshold for merchants to enter, a large number of operators are disorderly running on the platform. C2C has been reduced to the non mainstream position in e-commerce.

Platform 2 refers to the emergence of the B2B market in 2008, and the platform has changed from a personal flea market to a relatively standardized market. Merchants pay annual fees, platform usage fees, technical service fees and sales commissions to the platform, get the qualification to sell on the platform, and provide services on the platform of the platform's own service framework.

Although platform 2 has a better standard than 1, there is no limit to the number of merchants settled in the platform, which will inevitably lead to serious homogenization and increase the cost of each business operation. For consumers, the cost of choice will also increase. In the consumer service, the platform is not responsible in essence, and more is the role of the judge between the merchants and the users, which leads to the increase in the cost of service communication.

The open platform 3 is how to solve the bottlenecks and problems of 1 and 2 merchants. Suning describes the new open platform 3 with the "free trade zone". Global merchants comply with the free trade zone investment standards. They can freely enter the property in the area and enjoy a completely free policy. At the same time, the free trade area provides business operators with low-cost supporting services such as financial services, warehousing and logistics services, intermediary services, etc., and merchants enjoy a high degree of autonomy and profit distribution rights. The only need to comply is the unified trade rules and regulations of the free trade area.

　　 From unlimited to limited investment details

Suning made detailed arrangements for the overall planning and investment scope of the FTA. In the 2013-2015 year, it will invest mainly in Greater China, and will invest overseas after 2015. According to the best selection criteria, Suning will control the number of merchants. The number of merchants will be controlled at 5000. In 2013, only half of the merchants will be recruited. In 2014, it will be controlled at 5 000, and will reach 10 in 2015.

　　 fta Merchants will take the following four principles: unlimited category, unlimited brand, unlimited commodity and limited merchants, with "brand + brand authorized agents + retailers". The number of merchants operating in the same distribution city within the same commodity will be controlled at five. Suning will choose the five merchants according to the service quality and operation ability of the merchants. From three to five, we can not only satisfy consumers' choice of comparison, but also ensure healthy competition of commodities.

Suning provides a zero cost entry for merchants, and implements a preferential policy of "three exemption", that is, eliminating annual fees, technical service fees, and key investment category commissions such as general merchandise, daily use and books. In the light of the settlement accounts policy of merchants, Suning will ensure T+1's account policy, that is, users can confirm payment after the next day's receipt. However, if the merchant's service reputation reaches the requirements of Suning, the merchant can receive the account immediately after the user pays.

　　 From public facilities to value added services

The "free trade zone" is a fully open ecosystem with eight major parks and seven public service systems. The platform ecological park includes "business park", "flow garden", "operation Park", "service park", "financial Park", "insurance Park" and "training park", which respectively represent the functions of business operators, third party flow partners, e-commerce providers, third party developers, social logistics customer service, third party financial insurance, third party training, etc. As long as there are such needs and qualified specifications, Ningdu will invite them to enter the park.

At the same time, Suning also named the public institutions providing basic services, including the Planning Bureau, the design bureau, the Commerce Bureau, the Quality Supervision Bureau, etc., which mainly provide businesses with category planning, store design and decoration, basic traffic introduction, basic data services, instant messaging services, Suning certification quality inspection services, third party transaction guarantee and payment tools, all of which are basic services provided by the platform free of charge, so as to ensure the successful completion of the transaction process.

Although Suning's basic services to merchants are all free, they also provide some value-added services in the FTA to fully open up the business resources accumulated over the past 20 years. These are the seven major cloud resources of Suning.

For example, the store cloud will use Suning's nationwide chain network to create an Internet store mode. Based on the existing more than 1600 stores, it will give merchants the power to display services and rely on Suning's localized landing resources to further promote product promotion. The financial cloud based on Suning payment tools and group capital strength will provide credit services to merchants who enter the business, and the annual interest rate is lower than the industry competition level.

　　 From openness to unification commitment

Suning open platform has four core characteristics of differentiation: double line opening, unified commitment, selective optimization and free policy.

"Double line opening" not only refers to the full opening of online platforms and offline stores, but rather that all business services resources accumulated by Suning over the past 20 years are all open, so as to truly realize the socialized sharing of commercial resources, achieve scale effect and reduce operating costs. In terms of unified commitment, the traditional platform played the role of a judge in the past. Today, Suning is the legal person selling goods on the platform and bears the ultimate responsibility for the quality and service of all goods. In terms of selection and optimization, Suning established a benign competition environment for merchants through the checks on merchants and the survival of the fittest.

Service is very important to enterprises, and for Suning, service is the only product of Suning. Suning will make use of its superior resources to realize social sharing, open all business services, and introduce the cooperation support of the third parties, so as to truly reflect the value of Suning services.

　 Li Bin

Young and competent is Li Bin's first impression. In 2011, Li Bin, the most prominent purchasing power, served as general manager of suning.com, and is currently executive vice president of suning.com. Suning's target in electricity business and market share at that time made many people sweat suning.com's young leaders. The fact is that this young man has led suning.com to show the momentum and speed of the young people.