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Zhang Jindong: Internet Brings New Profit Mode

2013/10/1 23:18:00 24

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Internet Co has the way to play the Internet. Su Ningyun, the founder of the traditional retail business (002024.SZ9 12), announced sunning's open platform strategy, named Suning Yuntai, which is the third step of Suning's transformation to Internet retailers after "de electrification" and online and offline prices. In September 15th, Suning signed a strategic cooperation agreement with Lindex, a famous international fast fashion brand born in Sweden, and became the general agent of Lindex in the mainland. With the help of O2O integrated retail mode, it opened Lindex online and offline franchised stores. 
 in the new business logic, this open platform will take the initiative and take a different profit path with other platforms. 
"P", "technology promotes industrial progress", and Internet is promoting the new regeneration of all traditional industries. The impact of the Internet on retailing has shifted from early sales diversion, pricing grabbing, to reshaping the entire industrial chain and changing the profit model. 
Zhang Jindong, who is in the year of fatality, is at the helm of P. On the eve of Suning's open platform strategy, the reporter interviewed Zhang Jindong, chairman of sunning Yun business. 
 before he talked to reporters, he just met with a group of institutional investors. "I told them that Suning is not a traditional retail companies, but an Internet retailer." < a href= "http://www.91se91.com/pioneer/ > > Zhang Dong Dong < /a > has a husky voice, but with a firm voice," we are an Internet company. " 
 he works for more than 10 hours a day. In the past one or two years, he has frequently contacted IT giants or investment industry giants, such as Samsung Electronics President Li, Microsoft founder Bill Gate and CEO Ballmer, investment investor Buffett and so on, and even visited Seattle electric giant Amazon many times. 
 "next month, I will go to the United States to announce the" a href= "http://www.91se91.com/news/index_c.asp" Suning < /a > Yun Shang's Silicon Valley laboratory. Zhang Jindong can see clearly that Silicon Valley has the most cutting-edge technology and talents of global technology companies, to some extent, it represents the most advanced business models and development trends of Internet companies. 
 as the largest traditional retailer in China, can the transformation of sunning Yun quotient explore a healthy and sustainable new mode for the entire traditional industry, especially the traditional retail industry? 
 transforming Internet: change from skeleton to /p >
 reporter: why does Suning want to transform into Internet retail companies? 
 Zhang Jindong: the Internet is actually a transformation inducement; but if we do not integrate into the Internet, we will definitely be eliminated. 
Prior to P, Suning's traditional profit model came from supply chain procurement. In the retail industry, the transformation of marketing transformation was first put forward by me. Now the impact of the Internet is actually thinking about whether the profit model needs to be changed, and the Internet helps us find new profit models. 
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P > --EndFragment--! Reporter: the Internet can eliminate a lot of information asymmetry. Before the tide of the Internet, many enterprises feel that the services they provide are very good. But when the demand is so dispersed and strong on the Internet, they often expose some problems. In the whole process of the system, can enterprises provide the best things? The greater the impact of the Internet on enterprises, the more they will stimulate the morale of enterprise improvement. 
 Zhang Jindong: that's right. Suning has also undergone several transformations at different stages, and the scale of enterprises, opportunities and future development plans are different. The first time was sunning's monopoly in 1990. The second venture was in 1999, and Suning started the national chain; the third venture was Suning's transformation of intelligent technology enterprise, Internet retailer. Despite the new transition period, Suning will stick to the valuable things that have already been formed and stick to it in the direction of transformation. 
P: reporter: probably because the traditional retail industry started, Suning's impression still stays in the past era - the power is centralized, the staff are the executors, and the execution is strong. How to make Suning culture more open and transparent? 
 Zhang Jindong: (open) is not a simple topic. We must break through the fundamental and corporate culture of enterprises and change what is inherent. We will open up, but this is a gradual process. We need to grasp this degree. We need to change from the inside to embrace the Internet, not just to catch up with something superficial. 
 in different stages, we need to choose different cultures. Traditional chain competition is standard unification and fast replication, so we pay more attention to human obedience and execution. Internet companies compete with innovation and open collaboration, so we pay more attention to human autonomy and equality. 
 corporate culture can neither be static nor self consistent, nor can it be totally negated. Now, the strength we see is actually appearances, such as strong management and uniform clothing. But in fact, we are actually changing from the skeleton, such as organizational system transformation, equity incentive, R & D investment, Internet talent introduction, open platform, large investment and R & D center in Silicon Valley and so on. We are changing the tradition and embracing the most advanced a href= "http://www.91se91.com/pioneer/" /a and technology and talents with an open mind. I think this is the core of Internet culture. 
 reporter: but why is public cognition still at this stage? 
 Zhang Jindong: the Internet is a tool that gives birth to many formats, information, instant messaging, entertainment and games, even though there are many patterns in e-commerce. And the O2O mode we build is not only under the transformation line, but also in the transformation line, so as to integrate online and offline, which is totally different from the existing electricity supplier mode, and can not find reference frame at home and abroad. It is a special mode of leading the peer industry. Therefore, the public's understanding and acceptance need a process. This is like the popularity of online shopping has also gone through many years. In essence, we are not staying in the past, but moving ahead. 
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 reporter: what is Su Ningxin's profit model in the new business logic of Internet retailers? 
 Zhang Jindong: Suning's comprehensive Internet is essentially the way to maximize the marketization and socialization of enterprise resources according to the way of open platform, so as to gather the resources and wisdom of brands, retailers and service providers, and create a win-win platform to provide consumers with the most abundant products and the best experience. 
 I am also thinking about our advantages after the comprehensive Internet. For example: Tencent is QQ, Ali is Taobao, what is sunning? I think we have not changed in nature -- retail service providers, but providing services through Internet means, supply chain logistics, Internet financial services and so on will be the source of profits for Suning in the future. 
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P: --EndFragment--! Reporter: in fact, the online business people should thank Suning and Gome. Many people buy things first to see the Suning chain store and familiarise themselves with the products online. Shop operators actually helped consumers complete their education and cognition work. From the perspective of open platform, what advantages and disadvantages does Suning have and how to compete with the existing open platform? 
 Zhang Jindong: Suning has accumulated more than 100 million customer resources over the past 20 years, more than 1600 stores resources across the country, more than 2800 logistics network resources in the whole country, rich retail operation experience and supply chain management experience, all of which will be fully open to the outside world after the release of the open platform, and truly become the resources shared by the whole society, leading the innovation and transformation of the whole industry. 
Before P, Internet traffic may be our short board, but now it seems to be an advantage, so that we will not be tired of dealing with the impact of traffic, and we can use a period of time to build an advantage that can not be duplicated, that is, supply chain logistics. 
At present, Suning's "logistics cloud" project has been completed by more than half, and has obtained the National Express license and the regional license of 34 provinces in China. P According to the plan, Suning transformed the internal logistics into third party open logistics, and further accelerated the construction of logistics. By 2015, 60 large-scale logistics bases, 12 small selection centers and 5000 self improvement points were built. It is understood that Suning's open logistics is not simply to provide warehousing and transportation services, but to collect intelligent inventory operation management and supply chain services provided by big data, Internet of things and information technology. 
On the open platform of Suning, Suning will transform the internal logistics of enterprises into third party open logistics, accelerate the establishment of end-to-end financial solutions and value-added services capabilities from consumers to merchants, and open up big data capabilities to partners. P 
 reporter: under this mode, what kind of mission will Suning's huge offline store network be given? 
 Zhang Jindong: the electricity supplier is complementary to the offline store. We will not abandon offline stores. Under the line carries the experience function of the strange commodity, also can provide the display, the promotion, the post-sale service and so on, this is what we refer to "O2O online offline service". 
 the core means of the development of the traditional retail industry is the channel, and the channel is the world. The first element of competition in the Internet age is the entry, and the importer gets the world. Suning's overall transformation of the Internet is to clear the strategic direction of competing for the entry and occupy the commanding heights of competition in the era of O2O. 
By the end of this year, Suning will launch the first batch of 1 versions of Internet stores in the first tier cities such as northern Guangdong and Shenzhen, and accelerate the replication and promotion in the whole country by the end of this year. P For example, the whole store opens free WIFI, implements the electronic tag of the whole product, and sets up the multimedia electronic shelf. Previously, a big reason why people didn't shop online was that they couldn't compare. You can't be sure that the price on line is the most reasonable and the most cost-effective. If you can compare it in real time, some customers will choose to buy it offline in real time.