Suning: The New Era Of Online And Offline Competition Is Quietly Opened.

This year, Jingdong launched the slogan "shopping hard and buying good", advocating consumers refusing impulse and rational shopping from many angles, such as brand, commodity and service.

This may also be a deliberate attempt by Jingdong to create differentiated measures, not to spell prices, but also to be verified by consumers.

Suning's traditional commercial IP form is new, but it still remains to be seen what effect it will produce.

In addition, Suning has long been known as 3C. This time it will synchronize the three ends. From November 1st, suning.com's online platform, offline shop and Suning Tmall flagship store entered the war synchronously.

This is bound to create some pressure on competitors.

In this national entertainment business holiday, from the turn of the giants, we can see that the era of online electronic commerce has ended, and the new era of online and offline competition is quietly being pulled away.

Suning preheated double 11 in Nanjing.

This year, Suning double 11 will no longer be a treasure party. Instead, it will step into the Three Gorges' Water Margin city on the banks of Taihu, recreate a "laughing city", recreate the city's antique setting, and the market style, which has lasted for thousands of years.

The theme of suning.com is "crossing eleven cities: Hui Hui".

In November 8th, the "laughing city" will officially open the city to greet guests. The popular stars Yang Yang and Zhang Tianai will jointly serve as the city leaders, and more than 111 nets red live 3 days and 3 nights.

Consumers can enter the laughing city under the line, enjoying 111 ancient wind scenes, 111 local snacks and 11 challenging Chinese business culture.

In addition, another major aspect of the campaign is: as a Alibaba,

After joining hands, the first two 11, two how to integrate attracted much attention.

In October 18th, Suning Yun announced that its wholly owned subsidiary, Suning cloud group, suning.com and related party Alibaba China would jointly invest RMB 1 billion yuan to set up the cat Ning electricity supplier.

Su Ningyun commercial COO Hou Enlong released personal micro-blog, the first time the double 11 Tmall Suning joint operations headquarters.

To be honest, reporters are indeed amazed by the revival of marketing practices, and the boundaries between consumption and entertainment are becoming increasingly blurred.

It can be seen that Suning, which owns a physical store gene, has been injected into the Internet gene process in recent years, seeking for the exploration and layout of the new commercial retail system.

So, can Suning get a new height through this "crossing" under the assistance of ally Ali Tmall? What is Suning's understanding of double 11? What is the difference between Suning's strategy between ally Tmall and rival Jingdong?

In response, Suning replied to media reporters, "one industry consensus is that today's double 11 is not just a simple promotion node.

It has expanded from the earliest pure price competition to the topic of product competition and service competition until the entertainment eyeball economy competition. The user's demand also extends from price, product and service to the pursuit of pleasure.

As a matter of fact, all kinds of marketing tools have been repeating for many years, and users are beginning to feel tired. So, in addition to achieving users' purchase through product, price and other promotional means, it is equally important to convey the brand idea and form brand preference.

Reporters noted that the current line of resources is the main force of Su Ningyun business double 11 strategy.

Suning cloud group owns suning.com platform and more than 3000 stores next door. Strong logistics system is unmatched by pure electric providers.

The core of suning.com's "double eleven" is through a brand IP to convey the concept of "one-stop experience of eating, drinking, playing and buying" under the combination of suning.com online and offline.

Suning responded to reporters, "suning.com's core advantage is online.

The overall advantage of combining with shop operators below the line.

The combination of two lines can provide visible and touchable shopping experience, and has the advantage of convenient electricity supplier.

Therefore, suning.com has always defined the double 11 as the "O2O" Shopping Festival.

In fact, Ma Yun put forward "new retail", other business enterprises have tried to line down the line, has recognized the importance of the combination of two lines.

Mo Daiqing, an analyst at the China Electronic Commerce Research Center, sees Suning's "crossing routines" as chic and interesting compared to the Jingdong's "warmth card" and Tmall's "entertainment route".

The difference is that this year's double 11, Suning will start the online and offline synchronized linkage, suning.com online platform, offline stores and Suning Tmall flagship store synchronized participation in the war.

Implication, offline stores, once again become Suning decisive battle double 11 weapon.

In this double 11 marketing war, Suning is not only an ally of Tmall, but also a competitor of Jingdong, and also an important participant in double 11.

From the marketing tactics of the three giants that have been made public, the families are now racking their brains, and eighteen Wu Yi are going to battle in order to attract the attention of consumers first.

But most of the industry analysts believe that if the electricity supplier wants to win in this war, it must return to the essence of retail.

Mo Dai Qing analysis said that from Tmall's current high-profile publicity can be seen, Tmall's double 11 this year.

But in the form of throwing the whistle, Tmall has done enough work in the aspects of logistics, quality and after-sale, which consumers most care about.