Suning.Com Online Entity Landing By Cloud Shop

With O2O coming, the integration of online and offline has become the "trend of the times". On the other hand, all retailers have reached a consensus: go and open shop under the line.

Suning, the first O2O business model, recently handed over the answer: Yun Dian.

Now, it meets "online purchase, offline replacement"; meets online purchase and offline pick-up; meets the "coupon general"; also satisfies the "two-dimensional code scan code order". Consumers' ideal shopping scenes are presented one by one.

Suning's current definition of it: cloud shop is the landing of suning.com online entities, and it is an Internet retailing product that not only sells goods, but also sells experience, sells services and sells life.

In the future of Internet economy = experience economy, cloud store will also be the only way to cash in the "Internet economic experience value".

Based on cloud store platform, businesses can play the imagination space and produce unlimited Internet products that satisfy consumers' increasingly rich experience needs in the process of interaction.

We can even decide: all the future. Internet store They will all be "cloud stores".

There are three reasons:

First of all, in terms of commodity prices, Yun Dian achieves transparent price at both ends of O2O. In the era of electronic commerce, the shop is merely a "fitting room" proposition no longer established.

How many consumers have personal experience, the reason for offline experience, online order, the reason is that the price of online stores has more advantages.

The "cloud store" mode breaks the Convention. In the sunning cloud store, next to every display item, you can scan the code to see the price on the Internet.

In this way, it is a shop purchase or an entity purchase, but it is decided by consumers' personal habits. For businessmen Suning, rumors of "online and offline hands and hands" are also self destructive.

Not only Suning, Apple, H&M, UNIQLO... Nowadays, stores and online shops are equally hot.

Reason two, the number of commodities (SKU) level, "cloud store" mode can be infinitely rich: smoothing the gap with the online; also smoothing the consumer's choice of goods, the experience of the past offline.

Zhang Jindong said Suning Internet Retailing in recent years has only done 3 things, one of which is "+ commodity": the acquisition of red children, mother and baby, PPTV, full seat network, supermarket companies and financial companies. At the commodity level, the strategy of "whole category operation" has been constantly consolidated, and SKU has been upgraded from tens of thousands of electrical appliances to nearly ten million.

　　 Suning This move to cloud store, through the mobile Internet, mobile payment (Yi Bao Bao) two technical support, breaking the traditional stores restricted business area, the number of goods sold can not match the natural disadvantage of online shop.

In the actual scenario, Suning's first batch of 2 cloud stores has substantially reduced the physical sample area of 3C and household appliances. Mother and infant Supermarket, department store area, financial service area, and entertainment, catering and other supporting formats.

SKU, which is different from online stores, is supplemented by electronic screen virtual sampling.

This is just the "1 version" of Yun Dian, the first step of the future plan. The cloud store will become the social center of the radiation community, providing the community residents with customizing, pushing and haste door-to-door packages.

Finally, namely the experience level, the "cloud store" mode satisfies consumers' "experience" and "participation sense" that they do not have in the market just as they need them.

To Shanghai Nanjing east road or Hangzhou West Lake's Apple Store, the most likely place to queue is not the iPhone booth, but the lecture that provides free lectures for the "fruit powder"; millet's "home of millet", the appointment of after-sale services, etc.; Su Ningyun shop, breaking down many barriers of traditional shopping mall: for example, cash or credit card payment, or payment by mobile phone PayPal wallet direct scan code; for example, you can pick up goods at the store, or you can choose logistics to deliver door-to-door.

These added values for consumers are in line with the Research Report of the "2015 China digital consumer survey" at the theoretical level.