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Zhang Jindong Diagnosed Suning: In 2014, The Direction Of Adjustment Was "Suning".

2014/2/15 17:58:00 19

Zhang Jindong Suning Jingdong Online And Offline

February 13th, on the last day of Suning spring deployment, a new round of organizational restructuring was decided.

In the reform plan, the online and offline platform operation of Suning cloud business really began to merge into one.

closed door will reveal that the direction of adjustment in 2014 is "Suning" /p >

Su Ningyun P (002024), who is determined to pform Internet retailers, throws up its own reform plan again in early 2014.

Unlike previous reforms, Suning has been working hard to integrate online and offline, but in this reform, Suning will fully realize the comprehensive merger of businesses under the online and offline businesses and truly realize a Suning.

In 2013, Suning suffered severe pformation pains. Zhang Jindong, chairman of sunning Yun Shang, also made clear that he was very dissatisfied with his performance. P

Can a sunning strategy make Suning no longer repeat yesterday's story in 2014?

online and offline organizational merger

February 13th, on the last day of Suning spring deployment, a new round of organizational restructuring was decided.

In the reform plan, the online and offline platform operation of Suning cloud business really began to merge into one.

according to the reporter, the headquarters of the chain operation platform responsible for the offline business and the headquarters of the e-commerce business responsible for online business will be merged into an operation center. Its original self running, independent operation of marketing, advertising and other functions will also be responsible for the unity of the new operation.

And as a signal to enhance the business status of the electricity supplier, the newly merged operation center was handed over to Li Binlai, who has been in charge of the electricity supplier business.

Su Ning Yun related insiders confirmed the news to reporters.

He told reporters that Suning will make arrangements for the group's annual work in the spring deployment meeting, and the spring deployment will be the most important work conference in the company.

the newly appointed personnel appointment also revealed the upgrading of Internet power within the group.

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in addition to Li Bin's promotion this year, vice president from the assistant to the president of the group has been promoted. The authority of the Internet Co has been extended from the electricity supplier to the line, and Suning's responsible person at the end of last year has been appointed at Suning group level, and is responsible for the corresponding video and group buying business lines.

reporter understands that Yao Xin and Tao Chuang, the founder of pptv cohesion company, which bought 44% of its shares in 420 million at the end of 2013, were appointed Vice President of Suning group in this adjustment. On the eve of the Spring Festival in 2014, Feng Xiaohai, the founder of sunrise's net purchase of nearly ten million dollars, was appointed assistant to group president.

Zhang Near East dissatisfied with performance > /strong > /p >

although Suning executives have been saying that the online and offline businesses are just different outlets for the retail business, Suning has not been able to make up their minds to really merge the online and offline businesses.

The reason for sunning's determination at the beginning of the new year may be some answers in Suning's performance in 2013.

in the three quarter of last year, Suning appeared the first single quarterly performance loss in listing 9 years.

In the first three quarters, the net profit attributable to shareholders of listed companies was 625 million yuan, down 73.41% from the same period last year.

Even less optimistic, Suning also expects that net profit of Suning will drop by 70%-90% year-on-year in 2013.

The decline of profits reflected in quarterly reports of three obviously means that the performance of the three quarter has deteriorated much more than that of the semi annual report.

In the semi annual report 2013, the net profit attributable to shareholders of listed companies was 733 million yuan, down 58.24% from the same period last year.

Zhang Jindong was not satisfied with the result.

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Zhang Jindong, who is close to Suning, told reporters that during the spring deployment meeting, Mr. Zhang Jindong expressed his dissatisfaction with the performance of sunning Yun last year. He clearly pointed out that Suning did not achieve its ideal performance in 2013 under the clear strategic path of the group.

"although the direction of Suning pformation is correct, but due to lack of focus, resources can not be effectively integrated, resulting in many work results have not reached expectations."

Zhang Jindong said.

in fact, the integration of online and offline has begun since the organizational restructuring of last February.

At that time, suning.com's procurement, logistics, financial management and other functions were all received by the group, merged with the relevant functions of offline stores, and unified procurement and unified management.

But from Zhang Jindong's diagnosis of Suning, he revealed the difficulties encountered by Suning in the integration of online and offline, and the price of goods on the same line.

it is reported that Zhang Jindong said at the spring deployment meeting that "the company's system is becoming larger and larger, and the relationship between organizations is becoming more and more complex. The collaboration between systems is becoming more and more difficult.

Now, some of our cadres are becoming more and more standard, more and more closed, and nothing to do with themselves. This mentality makes the cost of work communication rise, resulting in lower communication efficiency.

pressure from Jingdong /p >

Zhang Jindong obviously expects the merger under the online and offline can solve the drawback that Suning departments are hard to coordinate.

Suning's leading role in the pformation of Internet Co, the slow development of the business of electronic commerce, is one of the reasons why Zhang Jindong wants to adjust the organizational structure and "concentrate on big events".

compared with Suning's overall quarterly revenue in the three quarterly report, the overall revenue grew slightly, while sunning online business grew by 69.23% compared with the same period last year. However, this growth rate was eclipsed by 2012.

In 2012, Suning's annual sales volume was 18 billion 336 million yuan, up 210.8% from 2011.

And 69.23%, this revenue growth is also lower than the first half of 2013.

In the semi annual report of 2013, Suning's e-commerce business achieved a year-on-year increase of 101% in sales revenue.

in the third quarter of last year, a sign of Suning's declining performance, Suning's revenue in the third quarter of last year was 5 billion 500 million yuan, up 27.3% from 4 billion 300 million in 2012.

But in the same period of 2012, revenue grew by 183% over the same period.

As of the third quarter of 2013, suning.com recorded the highest single income record, or 6 billion 110 million yuan in the second quarter of 2013.

While the growth rate of P has slowed down, its Internet rivals continue to grow at a high level.

the old rival Jingdong mall disclosed in the prospectus issued on the eve of the Spring Festival of 2014 revealed that Jingdong's revenue in the first three quarters of 2013 was 49 billion 216 million yuan, an increase of 70.85% over the same period last year, and it has exceeded 2012's income by about 18.9%.

it seems that Zhang Jindong sees the merger of online and offline businesses as a hope for the pformation of Internet retailer Suning in 2014.

Zhang Jindong's clear positioning in 2014 at the spring deployment conference is the year of strategic implementation and outstanding performance.

but Zhuo Saijun, a senior analyst at Yi Guan international electricity supplier, told reporters that Suning's integration is inevitable. However, Suning is now facing the process of internal reorganization, integration and process combing, which has greater significance for the future and will not enhance its performance in the short term.

"sunning's performance is still enhanced by Suning's expansion in the 345 tier city stores and the integration of small brands."

Zhuo Saijun said.

When p is merged into a Suning, will Suning stop repeating the dismal performance in 2013?