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Suning O2O Reinvent Traditional Retailing

2014/7/22 11:21:00 25

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"in the face of the general trend of the Internet, we have not avoided it, but boldly embraced and integrated it, and always firmly committed to the Internet pformation."

Zhang Jindong, chairman of sunning Yun Shang, said: "the road of pformation has never been smooth sailing, there will be setbacks and sacrifice, but we have never given up and never flinched."

China's first and largest retailer in the world embark on the road of Internet pformation.

The difference is that Su Ning Yun goes more resolutely.

firm determination to pform is the general trend. /p >

in fact, the determination of "Internet technology to change the traditional retail business and promote integration of online and offline" has been firmly established on the Day 2009 when sunning Yun changed its marketing pformation.

In 2010, suning.com's on-line launch and 2011's "technology pformation and intelligent service" are all interpretations of this determination.

From last year to this year, the intensity of pformation has been hard to ignore: at the beginning of last year, it was renamed "sunning cloud merchants". The two quarter achieved the same price on the line and offline. In the three quarter, the strategic roadmap of "one body and two wings O2O development" was clearly defined. The open platform was formally launched, and the PPTV and the full seat network were bought in the fourth quarter. In the first half of this year, we are committed to improving the user experience, accelerating the integration of supply chain and speeding up the logistics. It is estimated that the fourth quarter logistics system can be shared by the merchants of the open platform, and the new Suning "cloud store" will also debut in November.

this time, sunning Yun's Internet pformation has no match.

with Zhang Jindong's words, "Suning around the Internet is a traditional entity retailer embracing the Internet.

We have no reference to our own way.

This is a great challenge for Suning. "

P is more difficult than without precedent. It is such a huge pformation that must be faced with some painful price.

Although 105 billion 200 million of the sales scale still dwarfs its competitors, Suning has experienced the longest loss since listing in the three quarter of 2013, and its share price has been hovering at the bottom.

but in Zhang Jindong's view, this is the price that Suning must pay to face the challenge and take the lead in pformation.

Last year, there was a lot of controversy inside the P platform, especially the worry that the open platform would impact the price just below the online and offline prices. So Suning set up a separate department to operate independently. Until this year, it proved its significance to the pformation, and the internal unified understanding, and the open platform was integrated into the headquarters operation.

it reminiscent of a lot of controversy in the SAP system of ERP when Suning launched SAP years ago.

just like the "a href=" http://www.91se91.com/news/index_c.asp "Suning /a" chief executive said at the 2013 shareholders' meeting: when we were just a franchised store, we did not fear the suppression of the eight major shopping malls in Nanjing; when we started our business two times, we took the initiative to cut off the wholesale air conditioner which took up half of the territory, and resolutely turned to retail. Until the third venture, suning.com went to the O2O retail which was integrated online and offline.

strong backing 20 years less than a href= "http://www.91se91.com/news/index_c.asp" > information technology < /a > accumulation /p >

when the time came to 2013, Suning and Silicon Valley crossed each other.

This year, Suning Yun set up Silicon Valley Research Institute in Silicon Valley, Parra Otto (Palo Alto), engaged in frontier research of intelligent search, big data, high performance computing, Internet Finance and other fields.

Parra Otto is regarded as the center of the Silicon Valley. Two students from Standford founded the Hewlett-Packard Co, and the headquarters of Facebook is also located here.

this is by no means a fashion for technology and technology. This is an inevitable choice for the development of science and technology Suning to a certain stage.

"(to the Internet pformation) is a process of deliberation and success."

Zhang Jindong said that in the course of Suning, he has always been concerned about the development of Internet technology.

After the great rush of P September 1999, Mr. Zhang summoned all the middle and upper level cadres and opened a closed meeting lasting 10 days.

In the most important "Zunyi conference", which is known as the Suning development course, the issue of Internet development was discussed.

The conclusion is that it is not the best time to launch e-commerce directly. However, the development of the Internet is the general trend. Therefore, we are committed to the development of backstage information technology and logistics service platform while developing the home appliance retail chain.

"P" has become the milestone of Suning's becoming Suning, and has laid the foundation for Suning's pformation to the Internet.

In the year of P, Suning became the first domestic retailer to launch ERP system. In 2006, Suning upgraded the SAP ERP system.

In those days, sunning's net profit was 720 million yuan. If all of these funds were used to open a store, it could increase the number of stores by 80, and make profits after 12 months. But Zhang Jindong had almost all the money invested in the construction of information system and logistics platform.

now, the technological R & D team of more than 4000 people, the technological R & D center of four places in Silicon Valley, Beijing, Shanghai and Nanjing, has built the leading information platform of the Suning industry, and has become a solid backing for Suning's firm pformation.

In a short span of one year, suning.com website revised the search engine, combined the analysis and analysis of big data to form a more consumer recommendation that accords with the needs of customers. Mobile terminals display different interfaces and processes for different customers, and realize accurate management and social marketing based on stores. Red children can realize additional sales through door-to-door delivery according to user's purchasing habits and behavior analysis; Suning updated the calculation method of logistics, so that goods can achieve half day, even 1 hours of logistics response speed in many cities.

strategy implementation return < a href= "http://www.91se91.com/news/index_c.asp" > retail < /a > the essence of /p >

"P > Logistics last mile solution, sunning cloud line 1600 stores play a vital role, under the support of powerful information system, these stores become incarnated into warehouses, express points, self promotion points, and even after-sales service points.

in the pformation of Suning, it has been regarded as a resource of baggage by the outside world, and has found a new orientation of mutual drainage with online.

More importantly, by redefining the physical store's shopping experience, Suning proved that physical stores are important assets, not burdensome.

so the Suning store now can not only rub air conditioners, but also rub nets. Free Wi-fi is being promoted step by step in stores. Items purchased at Su Ningyi can be returned to any store. If you make an appointment on any platform of cell phone, Pad or PC, you can enjoy the one-stop shopping accompanied by your own person.

As P recently said, if the lack of observation and understanding of people's real life, big data is not meaningful.

In connection, it is only through real life and understanding of the connection between man and the surrounding world that people can understand the world as a whole.

This may be the Internet retail giants including Amazon, who are committed to setting up shop under the new line.

1600 stores are becoming the tentacles for Suning to reach the real world, but sometimes the scale is also an enemy.

the biggest feeling in Suning's interview is that almost all senior officials have maintained a high degree of consistency in Internet pformation. But in these 180 thousand organizations, it is still a challenge to put these ideas into the terminal quickly.

In 2014, Suning set up a new "strategic management department". Zhang Jindong led the implementation and management of major projects, focusing on the optimization and upgrading of supply chain, logistics and user experience to ensure that Suning's strategic direction to the Internet pformation is unswervingly implemented and deepened in every system. P

For this reason, Zhang Jindong not only put forward the "three effect rule" that "user experience stresses effectiveness, business innovation pays attention to efficiency, system optimization stresses efficiency", but also brings teams to all parts of the country, pferring the idea of pformation from high level to middle level, even to every grass-roots employee.

Su Ning, who consistently emphasized the "standard", put forward the word "power" for the first time, and it was p.

Since May this year, Suning has carried out a large-scale process pformation with decentralization as its focus on the promotion, planning and internal financial management of commodity procurement.

Headquarters is responsible for planning and target performance management, and all operations are assigned to large areas.

At the same time, we further emphasize small team operations and micro innovation, and conduct large-scale pilot projects to encourage iterative innovation like Internet Co, so as to promote rapid response in rapidly changing markets.

"for consumers, Suning's value lies in enabling them to enjoy shopping and create a O2O consumption experience that allows consumers to shop freely and freely wherever they want," Zhang Jindong said. "Shopping becomes more pure and simple."