Suning: The Retail Ecology Contains New Formats.

The large stores, shopping centers, convenience stores, micro - super, department stores, and e-commerce, such a variety of formats look complex, in fact, they together form an ecological, they are integrated, mutual influence, this is the same.

Better satisfying consumers' demand for shopping is a driving force for their integration. The change of technology and environment is the reason for the abrupt change of retail formats.

Without databases and cash registers, supermarket formats will not appear. If there is no Internet, the business state of electricity will not appear.

Now the mobile Internet has been popularized, and the new retail formats are also ready to come out.

Perhaps the pformation of hypermarkets into shopping centers or convenience stores is not necessarily the right way. The innovative retail format based on the mobile Internet may be the future king.

Suning supermarket started in the Su Ningquan category strategy, wants to become the Suning line under the drainage device and performance growth point.

Suning put forward the idea of "managing the whole category, serving the whole customer group and expanding the whole channel". The supermarket category is an important part of the whole category, and is the drainage device of suning.com.

Suning's traditional superiority category electrical appliance 3C is exactly the opposite of the supermarket category characteristics: the unit price and the rate of return are high and low, the ability of collecting customers and the stickiness of users are weak.

To attract new customers with sensitive supermarket products and activate old customers, we can achieve the strategic objective of the whole customer group so that we can keep Suning members.

In the closed loop.

Wan Mingzhi said Suning formally established Suning supermarket company in March 14, and the supermarket channel was formally launched in August.

From 2 people to start the formation of the team, the current more than 300 teams are mostly from well-known business enterprises and traditional supermarket industry.

Feng Jun and Zhang Li, the deputy general manager of Suning supermarket, are friends and partners of Wan Meiji for many years.

Planning, chain operation, information development, marketing, logistics planning, risk prevention and so on, organized super annual festival, Blitzkrieg WAL-MART, contracted 1 billion 300 million people's paper marketing activities, attack and impact with the speed of the Internet.

According to Wan Meiji, Suning supermarket has been online for less than a year, but has achieved "rapid growth".

From the 16% growth rate in the first quarter of 2014 to 813% in the first quarter of 2015, the growth rate doubled at least every quarter.

It is expected that sales will increase by 10 times in 2015.

Although the traditional supermarket is squeezed by the electricity supplier, compared with the pure electricity supplier, it still has the advantage of close to customers, physical experience and high conversion rate.

Although the pure electronic business platform has huge quantities of goods, it can be purchased anywhere and anytime, but it faces high competition in the whole country, and the promotion cost and logistics cost remain high.

Online and offline channels can merge, share advantages and complement each other.

Suning supermarket is building O2O entity supermarket, combining online and offline. The physical stores can not only satisfy the needs of shopping experience, but also become the promotion points, logistics points and after-sale points of the online platform.

Establish a consistent shopping experience online and offline, open up members, open up points, open up products, and keep consumers in closed loop.

Wan Meiji finally said that Suning supermarket will focus on the core of "anywhere, anywhere", "ubiquitous", "online and offline integration" in the future. By expanding the number of SKU, the layout of rural electric business, virtual supermarket, and square main store, mini square store and easy shopping service station will be broken through.