Suning Uses Suning.Com APP To Reverse The Line.

Recently, a shop in Suning, Beijing, found that a lot of people were told when shopping that they could not check out without holding a cell phone.

A careful understanding of the original, consumers are now shopping in this store in Beijing, directly to the cashier's mobile phone number, the cashier staff can directly see the product type and price from the system, consumers can pay directly - of course, the user's information is also left behind.

The cashier's paperless cash collection, the terminology in the retail industry should be called virtual payment, which is very interesting to the retail industry, but little success has been done. Last year, the department store had attacked the fort in a big way.

But there were few victories.

For example, in March last year, the central bank stopped the payment of Alipay and Cai Fu Tong two-dimensional code before the new world department store tried virtual payment cards. This virtual card exists in Tencent WeChat. Users need to recharge the card first through WeChat, then open the card's virtual bar code interface to the cash register. The cashier can use the special POS scanner to deduct the money.

Since then, intime has also tried to pay for WeChat, but its essence is that a computer system generates a two-dimensional code with the same price for customers to pay on mobile phones, and the opening of the counter can not be omitted.

This way of payment has realized the addition of mobile links in form, but in essence, consumers have not been convenient, but rather more troublesome.

But this time, Suning did realize paperless payment in some stores.

More importantly, in the payment process, consumers will actively or passively guide the download and installation of suning.com APP client, and turn back online.

It is undeniable that because of the different categories, perhaps the appliance 3C stores turn around on the virtual payment problem, which is easier than the department store industry with more complex commodity management. But Suning started to successfully walk out of this step, there are still many things behind it to think.

In 2012, when Suning chief executive Zhang Jindong proposed the pformation to the Internet, Suning, who was already the leader of China's retail chain industry, could go on a road of no return since then.

A lot of traditional enterprises' pformation of the Internet classic proposition, such as the so-called left and right hands exchange problem, Su Ningdu encountered one by one.

From the details of Suning's paperless cash register, we can comb out some logic of Suning pformation. I think there are at least three points to note:

Suning's store is a way to cultivate users' habit of using mobile phones to settle accounts. An important reason is that consumers with shopping records can be converted to suning.com APP Downloader, so that consumers can continue to inquire about follow-up information such as installation and delivery service.

In other words, in the shopping scene of consumers, suning.com will slowly start to replace the store as the real entrance.

Why do I say this? Because in the process of traditional enterprises' pformation to the Internet, a big question is: where exactly is the online platform? Some people say that the online platform is a supplement to offline, such as 100 stores under the line, then online is the 101st shop.

Some people say that online and offline are equally important. If the line is 100 stores, then online is the sum of the other 100 stores.

In fact, such a slogan has been chanted by Su Ning, that is, to create a Suning through suning.com.

Of course, the most Internet saying should be to realize the synergy between online and offline, without the distinction between online and offline.

But in reality, the bigger a company is, the harder it is to do that.

It's very difficult to get through this completely because of the reasons for segmentation and the interests of departments, plus technology.

This is an ideal country for all O2O experiments, but it is also very remote.

For the traditional enterprises, the most realistic problem is that it is impossible to completely abandon their past asset model and hundreds of thousands of employees to start a new business. From this point of view, all the pure Internet Co are naturally loaded with light.

But on the other hand, in the process of pformation, the relationship between these traditional assets and Internet increments is also very painful.

From the example of Suning, perhaps the best position of online platform in a traditional large company is to play the role of entry.

In other words, it is not your 101 store, nor is it another one, but your online flagship store.

If we describe the whole Suning as a fleet, then suning.com should be the flagship, and the other ships will turn around.

Second, traditional enterprises should complete counterattacks in the mobile era and learn to do reverse O2O.

As mentioned earlier, real

After closed loop implementation, it should be offline and offline, no matter whether the entrance to the line or line is in, it should be unimpeded.

Zhang Jindong also said recently that Suning will not have the online and offline formulation from this year.

But at present, no matter who is traditional enterprise or pure Internet business, no one can fully achieve this.

Because everyone's "origin" is different, so the "path" is different.

The O2O revolution initiated by Internet Co is actually more forward to O2O, which is the drainage from the line to the line.

In the era of PC, which is the main tool of e-commerce, e-commerce companies converge on the Internet to reach users through means of logistics. At that time, the real consumption scene was built up, and the home or office became the place where consumers really contacted the goods.

However, in the era of mobile Internet, the role of mobile phones has brought consumers back to the rich and colorful real world. People and reality shopping scenarios can be completely integrated into the theory, and they can still enjoy the traditional e-commerce era, pay and receive separate services.

As a result, it also gives the traditional industries a chance to fight.

The premise is that enterprises starting from the line should learn to play reverse O2O.

Again, the final goal, whether forward or reverse, is to achieve seamless O2O, the ultimate goal is not different, but each enterprise can choose different paths according to their own circumstances.

Internet companies apparently play a more positive role in O2O.

From the perspective of Jingdong development, it is also a typical forward O2O.

All the traditional enterprises that built their own e-commerce platforms initially hoped that the self built e-commerce platform could become an independent life body. But it turned out that in this respect, traditional enterprises were not successful, and suning.com was one.

Suning.com has been established for five years. On the one hand, suning.com has gained some users through its own efforts. But perhaps more importantly, suning.com, as an entry, must be able to undertake a large number of users accumulated in the past sunning entity stores. Only after this step is completed, can sunning's company fully realize its online and offline access.

This is actually a reverse O2O process.

This time, Premier Li Keqiang's government work report first mentioned and encouraged the new consumption mode of interaction between online and offline. O2O has become an important way to achieve the upgrading of consumption in the whole society.

Internet + has also become a hot topic at the moment.

For different enterprises, this "+" should also have different meanings. The traditional electricity supplier companies are now looking for breakthroughs and breakthroughs under the line. This "+" may mean more investment in landing and more resources integration based on local life services.

For traditional retail companies, this "+" should mean more fully mining and application of mobile technology and tools.

For example, Suning stores realized the payment of mobile phones, but the excavation of mobile phone, an important mobile tool, is far from over.

At present, many stores have WiFi, but this tool is just to please consumers to let them return to the store's behavior, that is to say, the benefits of free net to attract consumers.

In fact, the real role of WIFI should be to promote real consumer behavior, including pushing information, guiding consumption, and even mobile payment, becoming a stepping stone to big data applications, rather than a passive welfare.