Su Ninghong Children O2O Business Mode To Achieve Seamless Docking

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< p > < strong > large scale landing is attracting much attention. < /strong > < /p >

< p > O2O, that is, Online To Offline, combines entity store sales with e-commerce, making the Internet the front desk for offline pactions.

As a brand developed earlier in the domestic market, the red child of the main maternal and infant products has grown into a mature brand of electric power before being bought by Suning. It has been widely praised in many mothers' circles. The first opening of the first store has given consumers a chance to explore the true colors of Mount Lu.

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< p > in the choice of store locations, the red children still rely on Suning resources and settled on the three floor of the super store in Suning Chaoyang Road, Beijing, with an area of over 3000 square meters, which is even more generous than the 2000 square meters predicted by the media.

Such stores are rare in Beijing and even in the country's mother and infant stores. The products in the store include maternal and infant foods, milk powder, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > diapers, toys, children's cars, children's beds, etc., covering almost all kinds of mother and baby products, and throughout the age of 0~6.

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< p > according to store manager Liu Yujun: "in each category of distribution, the red children's stores are differentiated by colors, so the purpose of the plan is to highlight the category characteristics and enhance the professional nature of the physical store. On the other hand, it is to deepen the memory of consumers and facilitate the two purchase."

Liu Yujun said, "experience card" is also a major advantage of this sunning red children's physical store.

The experience areas are categorally clear. Even for non-standard items such as clothing, toys, children's cars, children's beds, consumers can enjoy plenty of experience, trial and trial space.

At the same time, there are multiple theme areas including pregnant mother's area, breastfeeding room, children's amusement park, parent child interaction and so on.

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< p > red children's physical store pursues Suning's "double line parity" policy. Under the integration of information system and terminal hardware, we can open up the price and product line under the online and offline market, and achieve seamless connection between online shopping mall and physical store.

Reporters found in the store, even if customers did not buy the right goods in the red children's physical shop, they could still browse the about one hundred thousand commodities of the online children's shopping mall on the online shopping guide, and complete the work of commodity inquiry, price inquiry, inventory inquiry, consumer order production and so on, and simplify the shopping process.

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< p > store price tag is accompanied by two-dimensional code or bar code. Consumers can browse the online shopping mall directly through the APP scan code of the mobile phone, quickly understand the commodity information, view the online evaluation, and place the order freely; if online shopping order is placed, the red child entity shop can also be used as a self introduction point, which is convenient and quick, and is called a "sense of existence" efficient shopping method by consumers.

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< p > it is reported that there are 500 brands of red children's physical stores, and 20000 samples are produced by SKU, so as to achieve the lowest price in the whole industry.

Instead of selling products, the Red Kids shop provides a one-stop service, including maternal and child consultants, providing childcare services for consumers, preparing Yoga for pregnant women, postnatal recovery, baby bathing and hairdressing services.

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< p > < strong > holding hands for a year to move forward the new mode < /strong > < /p >

< p > a year ago, Suning cloud business acquisition of red children company, although the process is rough, but the red children after holding hands have made Su Ningqi's two big categories of mother and baby make-up quickly become the first camp in the industry. With the landing of the first batch of mother and infant entities, the red child opened the O2O double line retail mode, which gave her future more imagination.

The industry believes that with the help of O2O mode, red children will promote a revolution in the retail field of mother and infant cosmetics, and the industry competition ecology will be rebuilt in a short time.

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< p > Chen Shuang, general manager of maternal and infant Business Department of Suning cloud group, said mother and baby are an important category of Suning development platform, and the red children's entity store will be the window of commodity display in the open platform.

In view of why Suning chose the expansion of the online store, Chen Shuang believed that since the electrical appliances belonged to durable consumer goods, the cycle of buying the products after purchase was longer, and the frequency of purchase of mother and infant products was much higher, which would increase the stable purchasing group of Suning super stores.

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< p > from the present point of view, mother and baby products have price advantages online, and the choice of product range is richer than that of offline stores.

Chen Shuang introduced that the price of the online store under the red child line is directly priced on the Internet.

On the homepage of suning.com red kids, you can see the words "red children shop" and "wonderful eleven, double line Carnival".

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< p > Hou Enlong, general manager of Beijing Suning cloud business, believes that the online and offline prices will not only solve consumers' concerns about prices, but also give consumers a direct experience.

The expansion of offline outlets is also a strategy for Suning to build a vertical retail brand for the red children.

In the clothing industry, such an attempt is not the first. The famous Japanese fast fashion brand UNIQLO, while maintaining the number and area of the store, has opened online shopping channels, and the experience of offline stores has become more prominent.

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"P > September 25, 2012, Suning electrical appliances announced the purchase of mother and baby products" a href= "" http://www.91se91.com/news/ "> e-commerce < /a > website red children.

At this point, the red child has been founded for 8 years, and its sales volume is about 1 billion yuan in 2011.

Suning put it under the price of 66 million US dollars (about 416 million yuan).

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< p > this is Suning's first acquisition in the field of electronic business, not in the field of household appliances.

Suning regards the "super electrification" as its strategic goal and continues to expand its business through mergers and acquisitions.

The red child was founded in March 2004. Online sales mainly consist of mother and baby, makeup, food, home, health care, kitchen and electricity, and more than 50 thousand kinds of commodities. It is China's largest pregnant mother's shopping website, providing professional and safe products and services for pregnant mothers and babies.

In July 2012, red children were severely damaged by the explosion, and several big investors were locked up.

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Sun Weimin, vice chairman of Suning, said that the strong complementarity between the two sides is an important reason for the acquisition of P.

The red children are mainly female consumers, complementing the resources of suning.com's existing customer groups. With the help of Suning's leading warehouse distribution network, the operating costs of the children's backstage businesses can be greatly reduced.

The other side of the red child CEO Xu Peixin also said: red children build brand for 8 years.

Over the past 8 years, competition has intensified with the emergence of rising stars.

"How to make better development of red children is a problem I have been considering all these years. Merging with Suning can complement each other."

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< p > nowadays, the red child entity store landing, O2O mode operation began to exert force, I believe this is also an alternative report card that the two sides have been holding hands for a year.

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< p > < strong > the opposite way of thinking is < /strong > < /p >.

< p > Su Ning likes to do things differently.

Today, with the rapid development of the electricity supplier and the difficulty of the vigorous development, many people think that the development of the electric business is to replace the physical stores.

Suning's strategic thinking is not just a case of red children landing.

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In the middle of September, Suning signed a strategic cooperation agreement with Lindex, the famous international fast fashion brand, which was born in Sweden. It became the general agent of Lindex in mainland China and introduced the fashionable fast fashion brand overseas to China. P

Suning stepped into the fast fashion industry to further improve the retail layout for different consumer groups, and provide products and services that satisfy the fashion pursuit and consumption experience.

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< p > according to the plan, Suning and Lindex will play their respective advantages in retail and production. With the help of < a href= "http://www.91se91.com/news/" > O2O < /a > integrated retail mode, the franchised stores under Lindex and offline will be set up to accelerate the market share of Lindex in China.

Among them, the entity retail segment plans to open more than 100 Lindex franchise stores in 2014~2017.

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< p > H&M and ZARA are popular in China today. The fast fashion brand Lindex is famous for its future opening in China, but its reputation is everywhere. On the Internet, there are many stores for purchasing Lindex.

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"P", from home appliance retailing to clothing management, Suning officially entered the fashion industry and absorbed and introduced the international fashion concept for the Chinese market. This is an important breakthrough in Suning category expansion and retail capacity upgrading.

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