3C Market: Suning Campaign To Upgrade Jingdong Shopping Channels

　　 Suning When explaining the reasons for shifting northward, he emphasized that Bian Nong's rich experience in strategic integration and accurate grasp of consumer demand in O2O (OnlineTo Offline), which is the mode of shopping through online to offline. The Beijing market has laid a good foundation in the layout of the store, logistics construction, O2O integration and value-added services, under the relay of Beijing's two top managers. As the new commander of Beijing Suning, Bian Nong said that what he wanted to do was to accelerate the O2O, terminal reconstruction and Internet optimization of stores. In terms of category, Bian Nong targeted the 3C market.

　 Terminal reconstruction to enlarge store advantage

The 1600 entity stores across the country are definitely different from Suning. Online retailers The biggest advantage. Online retailing provides consumers with more convenient and more comprehensive. Shopping channel Under the line, it will assume more and more comprehensive services such as experience, last mile, after-sale service. Bian Nong believes that the development of mobile Internet provides an opportunity for functional store restores and value restores for physical store terminals. Beijing Suning this year will focus on O2O landing, enhance user experience, value the sublimation of store terminals, and maximize store dominance.

In terms of chain layout, Beijing Suning's shop strategy is still supplemented by the Expo super store as the core and regional flagship store. The demand for single store output and endogenous growth capacity will continuously improve; the layout of metro track business area, the layout of the ring line and the layout of the core business circle will become the focus of development. Store form, this year will be the core 30 stores in a comprehensive Internet upgrade, by the end of the year to fully realize the five rings within the core business district super store, flagship store Internet transformation, enhance the terminal experience, and online suning.com, carrying more additional functions.

In terms of functional experience, Bian pointed out that the construction of the Internet area and the continuous optimization of product display are necessary hardware facilities. The Internet area of the store can provide consumers with O2O services such as display, payment, self mention, distribution, local life and so on, and provide diversified and customized home appliance solutions through product mix, and create a "theme home appliance" product exhibition area, which can increase interaction and enhance attraction. At the same time, various product lines and differentiated services can also make the store experience richer. This year, Beijing Suning will focus on the virtual operator business, 4G business experience, air purifier, water purification equipment and other services and products.

　　 Secret War Jingdong plotting 3C half of the country

The importance of Beijing market for Suning is self-evident. It is not only the capital market with the property of vane, but also the headquarters of Gome and Jingdong in Beijing. After more than 10 years of competition and accumulation, Beijing Suning has now locked its main competitors into Jingdong, and is ready to directly compete against the 3C category such as mobile phones and computers that Jingdong has the advantage. It wants to grab 50% of the Beijing 3C market this year.

Bian Nong believes that the merger and acquisition of the electricity supplier industry provides an opportunity to reshape the market structure, especially in the 3C category with higher penetration of online shopping. Beijing Suning is in the leading position in the field of large household appliances online shopping, and with the advantage of 3C supply chain, there will be a huge growth space on line. In fact, since mid March, Suning has launched a general offensive against two major categories of mobile phones and computers. It has invested more than 1 million 200 thousand ultra low price models, and has been promoting low-priced sales for a long time, and has continuously improved the after-sales service experience and the speed of logistics distribution.

It is understood that in the specific deployment, Beijing Suning has been around the 3C category through the localization of warehousing services, to achieve localized distribution, through the whole city within 67 lines of the physical store, suning.com express point, the last mile distribution speed. In addition, with the help of the O2O advantage of dual line integration, Beijing Suning can also provide on-site test installation, software and application free services such as free download and installation, anti-virus and after-sale maintenance. The industry generally believes that the 3C consumer market in Beijing has a relatively high total volume of consumer base, and the market competition is the most intense. In the Beijing 3C market, the pattern of Jingdong and Suning's two strong contends is basically formed. Suning launched the offensive, aiming at the obvious intention of Jingdong, aiming at taking advantage of its competitors.

　　 O2O helps Internet retail ecosystem

In the era of mobile Internet, the first element of competition is access. In the past two years, Suning has been pushing forward the O2O layout of online and offline integration. After acquiring the red kids, it has acquired PPTV and full coverage network last year, expanding its territory to the fields of mother and baby, video and group buying. The integration of video and group buying obviously helps Suning expand other businesses other than e-commerce, preparing for future video shopping and local life services, so as to build a complete Internet ecosystem.

Last November's first O2O Shopping Festival, Suning and PPTV tested the new OVO (Online videoOffline, which is a shopping form that uses video as the medium to connect online and offline channels), and expanded PPTV brand, terminals and services on a large scale. Bian Nong hopes that Beijing Suning will realize the full coverage of Internet ports this year through virtual operator business, mobile phone mobile terminal APP, store real prototype, PAD and TV terminals, and guide and nurture users' consumption habits in a subtle way. Similarly, group buying as an important carrier of O2O mode, plays an important catalytic role in promoting online and offline integration.

After buying the full network in January this year, Suning integrated it into a local life division to accelerate the development of local life services. According to the introduction, as the earliest website for group buying in China, the Beijing network has been rooted in Beijing for 4 years, and the number of users in Beijing has been over 2 million. However, the large area in Jiangsu Province is the largest area in the Suning line. The cooperation between the two sides will greatly enhance the comprehensive strength of Suning's local life area, and realize resource sharing in the procurement, operation and marketing promotion, and gradually establish the O2O mode ecological circle with Suning stores as the core and surrounding the surrounding businesses. Full net can also help us to increase the scale of transactions by using Suning's open platform resources.