Transformation And Upgrading Of Zhang Jindong And Tan Suning

If there is no Ali, if there is no Jingdong, Suning could have two points with the Gome, and sit firmly in the first place in the field of Chinese household appliance retailing.

However, the rapid development of e-commerce has made this offline retail giant start to feel a sense of crisis.

In fact, the sense of crisis does not come from competitors, but from the change of users' consumption habits.

Suning has begun the road of pformation. Suning's director and Zhang Jindong are in the front line of the Internet although they are in the traditional retail business. He needs to bring his thoughts and strategies forward with the whole Suning.

In 2013, Suning began a radical road of change, renamed cloud merchants, organized changes, and put forward an Internet roadmap with two wings.

In this self subversion change, Zhang's ideas are more and more clear: in the mobile Internet era, traditional retailers must practice the Internet of value chain, and traditional industries can also subvert the traditional Internet industry.

Reporter: before Suning's pformation has been doing online and offline integration, and with the popularity of mobile Internet, O2O has become the direction of traditional enterprise development. What do you think the future trend of retail industry is?

Zhang Jindong: with the deepening of practice, we gradually formed a consensus that with the popularity of mobile Internet and the coming of O2O trend, the Internet is entering the core area of traditional industries. At the same time, traditional industries are also pforming to the Internet in an all-round way. It can be said that the deep integration of the two will be the biggest new growth point in the next stage, and during this period, it will be full of subversion and reverse subversion between traditional industries and traditional Internet.

Reporter: we have noticed that Suning seldom calls itself an electric business, but has always called itself an Internet retailer. Why is there such a difference of address? What do you think about the Internet of retail industry?

Zhang Jindong: This is not only a difference of address, but also a reflection of Internet retailers' subversion to traditional electricity providers.

The impact of the Internet on traditional industries is just like the infiltration of rainwater into the earth.

In terms of the Internet of retail industry, it is not simply the construction of an e-commerce website, or the Internet. It has been divided into three different stages.

One is the traditional electricity supplier stage, which is mainly based on the PC Internet. The e-commerce platform around product display and trading occupies a leading position. The two is the O2O retail stage. Due to the emergence of the mobile Internet, the limitation of time and space has been broken, resulting in the trend of individual centered, virtual and real integration services at any time. The three is the whole value chain.

At the same time, the Internet has begun to go deep into the core of the retail industry. The most essential resources of the retail industry, such as logistics, capital flow and information flow, will be upgraded with the help of cloud computing and big data to rebuild the new core competitiveness.

In the first stage, traditional electricity providers occupy the leading position with the advantage of first mover.

In the second stage, traditional retail enterprises have found out through learning and groping.

Double line integration is the fulcrum of the force and is becoming the trend of the whole industry.

In the third stage of the current in-depth development, the more we touch the essence of the retail industry, the more we will enter the blind area of the traditional Internet enterprises. The core advantage of the traditional retailing industry will be more obvious.

Reporter: so what kind of evolution has Suning made in these three stages of strategy or tactics?

These three stages are also the process of deepening the pformation of Suning Internet. In the first stage, we launched suning.com online; in the second stage, we stepped up the offline Internet, strengthened the layout of mobile terminals and O2O integration; in the third stage, we are vigorously promoting the Internet pformation of the supply chain, Internet finance, logistics socialization and public cloud, so as to achieve a comprehensive Internet.