Home >

Suning Pformation Road Is Full Of Thorns On Line New Service Products Suning V Purchase

2014/6/26 10:23:00 32

??? 日本語 Fran?ais English 中文

Suning Pformation On-Line Brand New Service Products

, as a pioneer of traditional enterprise pformation to the Internet, Suning Appliance (Transformation Road) is not so smooth, even the process is full of thorns.

Even the capital market, which has always been optimistic about Suning's pformation to the Internet, has undergone a 180 degree change in recent years. They have chosen to "isolate" Su Ningyun business. This contrasts sharply with that of Suning Yun, which has been touted by the capital market 8 months ago.

< a > href= > http://www.91se91.com/ > > Suning < /a > V.

now, the capital market will probably be staged again.

It is reported that Suning recently launched a new service product called Suning V to provide private customized services for consumers.

The person in charge of the project said Suning V purchase will create a batch of V purchasing guides nationwide, and consumers can make full purchases and escort services to the V shopping guide as long as they make an appointment online. The shopping guide can give the whole household appliance solutions according to the personal circumstances of consumers.

it is undeniable that Suning played chess very well, which is in line with the current way of marketing.

As early as 2 years ago, I emphasized that "there is no way out for the electricity supplier to move boxes, and differentiated competition is tomorrow, and the differentiation that can be done is a full set of solutions and a return to the original intention of consumer shopping".

Also, as we often mentioned in the case of electric drills, consumers buy electric drill not for mechanical equipment, but for the hole on the wall.

Similarly, consumers purchase appliances not for cold mechanical equipment, but for creating a living atmosphere (scene).

Less than P, the image shows that Suning V buys this game as if it is worth buying online (a shopping guide website), attracting tourists through manufacturing "content", and then making use of commodity sales to cash in and make profits.

Logically, this road is also feasible and the future will be great.

Because consumers know little about the "technology" of household appliances, they usually follow their friends' recommendation or line shopping guide's recommendation before making consumer decisions.

ask yourself, do you know what brand the best air conditioner is, what type and what is good? I believe most people do not know this answer, including myself, without buying the demand, I will not take the initiative to care about the new products of air conditioning category and the use of new technology.

Even two degrees of consumption, most of them are introduced by listening to friends, which will have a certain understanding of the products and make a replacement consumption decision.

Less than P, Suning V is trying to catch the pain point of consumer decision making cost when consumers consume household appliances, which is more like a "self rescue" behavior and an upgrade of offline shopping guide.

In the case of the lack of traffic entry, Suning cloud business has brought into full play the value of the store, allowing the offline stores to reverse the flow of electricity for the online business. From a strategic perspective, this is a brilliant move in the current stage.

bone feeling < a href= "http://www.91se91.com/" > reality < /a >, full of thorny road /p >

however, the ideal is very plentiful and the reality is very backbone. Such a strategy is hard to land.

first is the interests and costs of the shopping guide. If the traditional sales link is used, it is just changing the soup and dressing. The shopping guide will continue to fudge consumers, and encourage consumers to buy more and sell higher commission products. These products are not consumers want, suitable for consumers, the guide buyers may not care, they will only care about their final interests (salary) can be satisfied.

and if fixed income is used, it will be a great expense for Suning.

If there are too few benefits, the enthusiasm and enthusiasm of the shopping guide personnel can not be mobilized. The cost of personnel will be a problem (if appropriate).

Therefore, how to reconcile the interests and costs of the shopping guide personnel will be the primary problem that hinder the development of the strategy.

followed by consumers' final a href= "http://www.91se91.com/" > payment > /a > scenes and objects. This is sunning's control.

We can not exclude consumers from experiencing the possibility of purchasing orders from Suning V, and then go to Tmall, Jingdong and other electricity suppliers.

Because in the case of little difference in service, the price is the main factor that affects consumer decision making.

And Suning's fee rate is there, and the selling price is too low, or else it is losing money or squeezing manufacturers, so it is very difficult to continue.

last is the problem of the linkage of stores, that is the problem of human beings.

Suning adopted a semi militarized management method, especially at the level. Employees should see their leaders to give their best regards, and more middle level officials should listen to Zhang's comments.

Although Suning is actively pforming, it is hard to change the present directives driven management method (changing to self driven), but this is a problem in the bones. The middle level will not ask why they should do so, let alone take the initiative to think.

If employees do not keep up with the pace of the helm of the enterprise, they will be really fascinated.

in short, Suning V buys, or Suning's "one wing and two wings" (Internet retail as the main body, O2O and open platform as two wings) strategy, it is really hard to realize, and the road of pformation is full of thorns.

However, I want to emphasize that any change or self subversion will have difficulties. Whether Suning can survive is the key issue.