Suning Logistics Advantages Fully Highlight O2O Counterattack Pure Electric Business

Data obtained from Suning showed that as of 18 November 11th, the total number of suning.com products increased by 487% year-on-year, and the total sales volume of platform merchants increased by 735% over the same period last year. What surprised the electricity supplier industry is that the Guangzhou Suning double 11 order has reached a 100% rate and the self rating rate has reached 28%.

The fact shows that Suning's spanformation has moved from a painful period to a harvest season. The O2O mode has allowed Suning to remove the hat of "traditional retailers" and become the pioneer of new retailers. The 11 big curtain has fallen, but the pace of Suning's reform has not stopped. Zhang Jindong, chairman of Suning cloud business group, said: "Suning is confident of leading the retail industry's O2O spanformation."

Active attack of O2O mode

November 11, 2014 is the fifth year of the double 11 Shopping Festival. In the past 5 years, the sales volume of pure electric business has been climbing steadily and the offline retail outlets have been staged simultaneously. However, it has been proved that retailers with offline stores can fully integrate with online, and show the O2O advantage that pure electric providers do not have.

As everyone knows, Suning Online has more than 1600 stores, Suning online platform suning.com has also joined the ranks of the first tier e-commerce providers. Suning's O2O Shopping Festival is an initiative launched online and offline as a whole to the pure electric business.

It is reported that during the double 11 period this year, Suning's advertising campaign aimed at selling fake electricity, false promotion and slow logistics issues attracted widespread attention. Behind the high profile of marketing, it is a big promotion under the integration of online and offline. Suning flagship "genuine super province break half off", self owned and open platform businesses are fully involved in the 1600 stores layout of two-dimensional code wall, electronic display display more than 10 million two-dimensional code, distribute 2 billion general WeChat red packets, and achieve online offline payment and logistics services to fully open. Suning stakeholders said in an interview with reporters: "the line of Suining line has initially achieved commodity unification, price unification, unified sales promotion, unified payment and unified service last year. This year's O2O Shopping Festival is further bringing the five standards into full play."

According to the data obtained by reporters, as at 18 hours in November 11th (the following data were up to 11 o'clock 18 hours), the total number of suning.com spanactions increased by 487% over the same period. The performance of mobile terminals is also eye-catching, accounting for 38.9% of sales. The sales volume of sunning Yuntai is gratifying, and the total sales volume of the merchants has increased by 735% over the same period last year. From the perspective of growth, Suning is far ahead of pure electric business competitors.

　　 logistics The advantages are fully highlighted.

In fact, double 11 is not only the competition between the electronic commerce promotions, but also the competition of supply chain, logistics distribution, after sale service and so on.

Relevant data show that the annual average of 11 users, the average time to receive a week or so. On November 11th this year, Suning created the speed of 22 minute door-to-door rocket. Guangzhou Suning related people said: "logistics is the focus of Suning for a long time." In the morning order of double 11, Suning's delivery rate reached 93%. The data provided by Guangzhou Suning to reporters is realistic. On the day of double 11, the appropriate rate of Guangzhou Suning reached an astonishing 100%.

What is particularly noteworthy is that Suning's double 11 day order store has also raised its own proportion to 28%, which fully reflects the 1600 outlets under the Suning line as both an experience center and a comprehensive advantage as a service center.

"The front desk should be Internet oriented, and the backstage should be Internet based. What consumers need is not Internet technology, nor electricity providers, but shopping needs that can be met anytime, anywhere. Many of the visible Internet technologies are furnishings, and many of the things that are invisible are Internet based. Zhang Jindong, the master of Suning, said.

In the view of Lu Zhenwang, an expert in the electricity supplier industry, Suning O2O's logistics system can not only make Suning become a difference between the second tier cities and the pure electric business, but also become a prominent advantage in the three or four tier cities.

　　 Suning Transition into harvest season

At the beginning of this year, Zhang Jindong designated 2014 as Suning's "strategic implementation year". In the middle of the year, Zhang also called on Suning to "take the initiative to attack" and launch the "hundred day battle". Suning's second O2O Shopping Festival launched during the double 11 is the continuation of Suning's initiative.

Zhang Jindong said: "the Internet is going deep into the core area of traditional industries. The more we touch the essence of retail industry, the more we will enter the blind area of traditional Internet enterprises, and the more we can play the core advantages of traditional retailing for many years." This year's double 11, Suning realized the full display of the advantages of Internet retailers, and realized the batch display of Suning Internet spanformation results. Zhang Jindong said: "Suning's spanformation has gone straight from the curve to the straight road. Every pore in the online and offline background and the front desk is all Internet based."

Previously, the three Quarterly Bulletin released by Suning cloud business showed that the company's sales revenue in the third quarter was 28 billion 522 million yuan, up 15.90% over the same period last year, and the online platform's volume of entities traded in the three quarter reached 8 billion 464 million, an increase of 52.26% over the same period. The industry believes that Suning has begun to step out of the throes of spanformation, ushered in the harvest season of spanformation.

It is reported that Suning has been running low-key "inventory financing" and "accounts financing" and other supply chain finance products have already exceeded 10 billion loan amount; the logistics cloud construction across the country is about to be completed, and it will open and share to the platform merchants and suppliers before the end of the year, thus turning the logistics from cost to profit center. At the same time, Suning is still planning the construction of "public cloud" and opening the information capacity to the society.