Suning + Red Star Mei Kai Long, What Do They Think Of Each Other?

"Double eleven" has not yet been opened, and the deployment of troops has already begun. On the eve of the war, Suning joined the alliance with one of the largest retail enterprises in the country.

The home retail market has always been known as the terminal of the industry. It has the natural attributes of directly facing consumers and integrating customer resources. However, in the Internet era, to maximize business value, enterprises need to be strong enough in big data management and O2O chain building.

Red Star Alliance with Suning is not only aimed at customer group interaction and big data sharing, but also intends to upgrade the management and application of data. Because more accurately grasp the consumer's "golden transformation period", in order to ensure the scale, efficiency and adhesion of members transformation. And this is the sweetness of the red star.

It is revealed that after the two sides' Alliance in November 6th, Suning will share the resources of big data, home retail terminal and so on. Both sides seem to be trying to create an advantage of the whole ecological chain with high offensive and defensive coefficient.

In the double "eleven" electricity supplier's war, the red star is Kai long to insert a foot to do?

One is China's home retail strong brand Hongxing Mei Kai Long, which operates 163 shopping malls in the country, which exceed 10 million square meters. One is Suning, one of China's largest retail service providers. It has a complete service chain from suppliers, manufacturers to distributors and retailers.

Suning no doubt sees the alliance with red star, and it can get broader data. industry chain Resources support. For the red star, the Suning's mature system and service chain will also give him a more radiant and effective way to integrate members, thereby upgrading the way of customer development in the home industry.

On the "Red Star" and "Suning members' exclusive group buying meeting", the two sides said that during the 3 days' start-up period, Suning members can enjoy the exclusive products, points, cash, concessions and awards.

Joining hands with Suning, this may be a step in the chess game of Red Star Mei Kai Long "inward, combining the upstream and downstream resources to accurately store passengers, and promoting cross boundary drainage to promote new customer groups". However, it has to be said that this move is very important, because by suing Ning, training and mining multiple channels of customers, red star MKL can get more large-scale membership transformation and big data upgrade benefits.

Red Star mklong reported in the report that the Red Star mklong has formally launched its membership system during the reporting period. 2 million 100 thousand members have been developed through shopping malls, district businesses, WeChat and other channels, and the purchase of goods by members has reached 7 billion 100 million yuan.

This year's National Day "Golden Week", the total sales volume of Hongxing Mei Kai Long national business 4 billion 830 million, an increase of 15% over the same period, of which the average price per member reached 32 thousand and 700, contributing eleven to eleven in sales.

It is understood that before Red Star Through the cooperation with Haier finance, we have opened up 15 thousand real name user resources, and through mining industry interaction and in-depth cooperation with Vanke, Shi Mao and other real estate enterprises, we have excavated hundreds of millions of owners' resources to cultivate potential members.

"At present, the total number of members of the red star is 3 million 570 thousand. Suning Cooperation, the group membership scale will be greatly enhanced to produce better sticky consumption and strong performance support. " Red Star Mei Kai Long senior executives said.

If we cooperate with other enterprises such as Suning and Haier, we can form an ecological whole industry chain based on the Internet. We will have greater benefits in terms of bargaining power, rental rate and brand output rate.

S & P pointed out that many businessmen rely on the brand of red star, and even more than their own brands. In 2014, the share of sales through the red star was accounted for about 20% of the total sales of some tenants. The first advantage of red star is able to consolidate its competitive position. Over the past three years, it has more than 95% of the high rental rate, and the basic growth rate of 6%-8% shopping mall, which shows the strength and effectiveness of the company.

CICC also said that as a leading retailer of domestic retail, the value and brand effect of Hongxing Mei Kai Long brought strong bargaining power and rental rate to the company. "Together with the bright spot of red star, such as large volume, diversified expansion and profit growth, we believe that the market share of red star is going to continue to grow in the future, and we are sure to buy a rating with a target price of HK $16.