Alibaba + Suning Who Will Earn The Money?

The so-called war is not constant. Water is impermanent. If you believe in electricity suppliers, Traditional enterprise Irreconcilable, in today's O2O's "chaotic era", it can only "ha ha".

Therefore, it is not the new normal of the electricity supplier. There must be many hidden clues behind the common interests. What is the biggest cooperation in the history of retailing, which is destined to be written into the textbook of the electricity supplier? What information does it imply deeply? What far-reaching implications will it bring to the future retail and e-commerce industrial structure? It is urgent for the eyes of the people to throw out the real insights, and leave the best footnote without losing the voice of the times.

1, which meat of Suning is the most valuable?

The first is to look at people. As a company of such magnitude and such a market positioning, Suning is the most robust of all business departments in terms of people and teams, which is very important in the electricity supplier industry. In the process of traditional enterprises embracing the Internet transformation, many people fall into the pit, so that all trial and error costs, time costs and opportunity costs are all paid off. Suning did not return to the old road at this point. The cost, time cost and opportunity cost of sunning trial and error are all concentrated on the very stable core executive level.

The most typical example is Li Bin's unbreakable practical control over Suning. At the beginning, Li Bin was commissioned by the role of paratroopers, not Suning's "Red Guards". In the past, Li Bin's appointment and rank had been rising. As a traditional enterprise such as Suning, a military regulation company, it is particularly rare.

This is also the road that Suning has gone through for so long. It has not gone on second more times. It has not made second mistakes again, and even six years can get better.

Second look at the business. Suning has not been weakened in the field of big 3C and big power, but has been strengthened. (in the category of small appliances and small 3C, it has been divided by Jingdong to take a lot of market share). As a whole, Suning has already ensured the core business stability of the base camp under the online connection, nor has it suffered the embarrassment of being unilaterally weakened or divided.

With such a foundation, Suning strives for breakthroughs and growth in department stores, and gradually finds its own way of playing and feeling. For example, Suning Department has some popular programs in film and TV drama implanting, naming good voice and so on, all of which belong to some small marketing prying big force performance, and its performance growth and consumer cognition have also undergone relatively large changes.

The root of the change comes from two aspects: one is the traditional consumers who are transferred to online based on the demand of single category, forming online consumers; the other is that Suning can not affect the older generation. Online retailers Online shoppers, but the new generation of consumers with bigger body size, is about five to eight years' time span. They have a new and clearer understanding of Suning through television dramas and titles. They are no longer vague. This is also the core reason why Suning's performance can be significantly increased recently.

Third, Suning, the competitor and follower of the first tier e-commerce platform in the past six years, has completed the core architectural features, such as trading platform, settlement center, payment instrument license, financial business and logistics. Gradual transition is not just followed, but also landing. Therefore, Suning has everything he wants in terms of system structure, membership system, core needs and threshold admittance. Unlike Jingdong, there is not only integration but also IT and system tools for Jingdong.

Fourth, Suning has the strongest genetic gene and is unique in the electronic business platform. It is also the only cable operating channel in the top three business platforms. But Suning is different from Yintai. After all, Yintai is a small city and a small number of stores, and its influence is concentrated on a relatively accurate group of customers. On the contrary, the property of Suning line stores belongs to the public. And Suning has opened up online and offline, the membership system has been opened, the clearing and clearing system has been opened, and the management structure system has been sorted out. Its structure has been completely opened up, and the package has become a weapon for the future increment of Suning.

At this point, the future business of Suning line can be derived, including not only commodity sales, but also experience economy (free facilities such as fitness equipment, games, etc.), service economy (service economy bias, offline maintenance, public service, public service, open space). The three point around this core is the most irreplaceable core competitiveness of Suning.

So to put it simply, there is a natural interactive economic drainage entrance on Suning. He has the foundation of realizing the format. There are natural retail outlets that can be opened through online and offline transactions, and there are all other formats that can only be scattered 00 to serve the economy and the integration of after-sale protection. Other electricity providers, no matter who they work with, can only be partial. Only with Suning, they can do three hundred and sixty-five days, not just O2O, but also a closed loop of O2O.

This closed loop is not a connection between online and offline transactions, but a complete O2O closed loop service under the online trading line and under the offline trading line.

2, Ali's internal innovation is weak. Is external investment the biggest care for market capitalization?

First, Ali's biggest mission and greatest pressure comes from Market Value Management 。 As a company with a market capitalization such as Ali, the general development space (or the general imagination space) is disdained to touch. After touching, there is no way to help him expand the ecosystem to extension, help him maintain the market value and even increase the market value, so whatever pressure he has on the business of Ali, the most important thing in this stage is to protect its market value.

From this perspective, Ali looks for it. industry It is not surprising that the third generation of sunning is to cooperate.

Second, in the last two years or so, the share of 3C market share is increasing. And the "big category" clothing business decadent, consumer decadent, brand decadent is not the same, 3C consumers are prosperous, businesses are flourishing, the platform is also flourishing. Therefore, this cooperation has greatly increased the strategic significance of 3C vertical category to Ali.

Of course, with the cooperation with Suning, Ali can differentiate itself into Jingdong, or even suppress the development trend of Jingdong, which may also be the idea of investment establishment.

In fact, Ali has many introspection and doubts about its investment in Yintai. First of all, Yintai is not a good target, but Ali is riding a tiger. It was a tragedy that few investment and investment finally became chairman of the board or investors were working on becoming CEO.

Therefore, Ali's investment in Yintai is forced to turn into a long term embarrassment from the short line or the middle line.

As mentioned above, the customer group under the Suning line can cover the upper and lower three generations, and the product line and product mix are also covered by high school and low end. Besides, the membership system of Suning online and offline has been combined into one, which will be natural big data, natural retail experiment and natural service port for Ali.

Ali investment Yintai can really get, no more than three points. First, offline brand new products can be put online for sale and sale, so as to achieve the so-called O2O connection. Two, there is a field that enables Alipay to go deep into the offline field. Third, matching meow street can increase the number of terminals and countless points that Ali touches the consumers, so as to optimize the consumption experience. All three points have been clearly understood. As for Ali's efforts to expand the online retailing line under the line, there is no basis for landing, nor is there any better combination.

But Suning is obviously different. He can not only provide retail, but also expand the experience economy and serve the closed loop of O2O. These two points can not be brought by Yintai.

Third, as a supplement, Ali is a state of resignation in terms of structure, business and management. As we all know, Ali is incapable of innovation. Since 2012, Ali's internal operations, category management, personnel appointments and retail policies have indicated that no one can win. So Ali abandoned internal reengineering, internal innovation, passive can only do investment, mergers and acquisitions, innovation outside the system.

3, who is the bad thing?

There is no doubt that the bad Jingdong. For vip.com, it can't beat the edge, it doesn't exist, and Ali Jia Su Ning is tied together, and it can't shake the current situation of the vip.com dress boss.

Secondly, profits and Wanda, Baidu. Because the imagination of Suining line stores will have a substantive breakthrough after Ali's resources are butted. Unless Ali is incompetent, if Ali is incompetent on this issue, she will live up to the volume and use of Suning online.

This morning someone was saying that Ali was a shareholder in Suning, and others said that Wanda and Baidu were in charge of Suning. Judging from the macro perspective, many people prefer the latter. Because it can ensure that there are people in the retail market of China's electricity supplier. The biggest advantage of competition is Baidu plus Wanda. Jingdong has a competitive advantage, Suning. innovate There is a corresponding path. Therefore, if Ali and Suning marry, it will be good for Ali, but even if it is good for Suning, most of them will be separated by Ali.

Suning staff welcomes Tmall

For Suning, first class strategy, second rate capital and three stream tactics. For Ali, before 2012, all were first class, after 2012, first-class capital, second rate strategy and three tactics. That is to say, in this transaction, it is not that Ali is much better than him. It is only this vortex that he rolls up. For Suning, it is a very good strategy to swim in other people's whirlpool.