Why Do Electric Giant Companies Create Sports Festivals Again And Again?

A wave of excitement from Amazon's "black Friday" overseas

At the beginning of the festival, Ali started the Chinese electricity supplier Festival.

The first is the introduction of "

After that, Ali launched the "double 12". After that, the major e-commerce platforms such as Baidu Nuomi launched the "37 girls' Day". Gome online launched "men's Day", and Jingdong launched the "618 Shopping Festival".

Recently, the "818 electricity supplier Festival" created by Suning is a wave of waves, catching up with Tmall's "double 11 Carnival".

According to the world clothing shoes and hat net, from July 26th to August 1st, Suning double line channel accounted for 7 of the total sales volume of the household appliances market in the country, leading to the overall appliance market.

From August 1st to August 3rd, sales of suning.com's all channel mobile phones increased by 377.9% over the same period, including 517.3% year-on-year online growth and 100.8% year-on-year growth.

Suning is creating a carnival feast through the "818 electricity supplier Festival", especially in the field of home appliances 3C, which confirms its dominance in the industry.

And Suning can live in the home appliance industry 3C industry behind, can not be separated from the following four points.

One win, familiar with the road -- all channel layout

Suning has experienced the root line operation of the offline era, and has already placed numerous online locations under the numerous small and large cities. It has won the trust and habits of consumers. The advantage of offline location is to occupy the three or four line city market, and the two is to win consumer trust.

Household appliances 3C products are high consumption in consumption. Consumers will not make decisions easily when they do not have a detailed understanding of the type, performance and appearance of the products. The offline stores display the products most intuitively, and there are problems that can be clearly implemented and will not be played online.

At the same time, suning.com is also a large online retailer of 3C products. Therefore, its entity channel, PC e-commerce channel and retail channel integration mode with mobile e-commerce channels are naturally natural.

At present, Suning has provided a wide range of services for all kinds of consumers in various cities, and its order management process is also improving in an efficient and low-cost way. The whole channel retailing helps Su Ning further expand its market share.

Two win ahead of food and grass -- mature one-stop offline service

Although online shopping is convenient, but because of the special nature of 3C products, large household appliances must be installed by professionals. Therefore, household appliances have their own "three points, seven installs" properties.

However, there are no online providers who can hardly protect professional services such as door-to-door installation and on-site maintenance.

Unlike Jingdong and other pure online e-commerce providers, suning.com has been under the deep plowing line for 27 years, and its professional installer and maintenance technician can cover more than 97% of the country's total area, enough to meet the needs of most consumers' offline installation and maintenance.

It is not hard to see that Suning has formed a standardized service system for the distribution, installation and after sale of the household appliances 3C industry, and Suning is also combined with the major brands to ensure the supply of authentic products. Three

From the construction of the industrial chain to the online and offline scenes and then to the aftermarket delivery system, suning.com has fundamentally solved the difficulties in the service of 3C products, and has created a one-stop comprehensive service for consumers.

Three skillful Innovation: Transformation of retail concept

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The demographic dividend has been at a low ebb tide, and all major retailers are exploring the road of pformation.

But in fact, those retail business pformation still has problems such as low conversion rate, lack of creative ideas, and difficult landing of solutions.

In the face of this problem, suning.com broke the stereotypes and put forward the idea of "downwards product upwards", which made the supply chain specially tailored to users. On the channel, it weakened the consumption concept and enhanced the scene, creativity and content to give consumers a good experience, thus becoming the IP to guide consumption.

The concept of suning.com's innovation not only meets the needs of consumers, but also reduces the cost of research and development, so that consumers can get high-quality and satisfied goods at low prices, which increases the number and stickiness of users. Suning.com's customer business layout naturally expands.

Four steady and smooth road -- perfect logistics system

At present, the 3C electric appliances logistics and pportation cost of each electricity supplier is high, the risk is high, the damage rate is high, and the pfer of the last kilometre is difficult. None of these shows the high degree of difficulty in the pportation of household appliances, especially the 3C logistics industry.

Suning is the earliest home appliance 3C retailer in China. It is also the first retail giant to carry out Internet pformation in China. It has the most complete self logistics system in the 3C retail industry of China's household appliances, Su Ningyun warehouse, which can simplify the logistics links to the maximum extent, improve the efficiency of supply chain operation, and provide fast and safe last mile distribution service for household electrical appliances, and even shorten the distribution time to 3 days in remote areas.

It can be seen that with its own distribution system, suning.com can not only effectively reduce pport costs, but also expand the scope of pportation and create maximum benefits.

The good results of 3C appliances also reflect the great success of the 818 Shopping Festival from side to side. 818 is growing at the naked eye speed and momentum to become the second super shopping Carnival of the whole country.

From three angles, 818 is becoming the two largest electricity supplier festival with double 11.

The reason why double eleven can become a massive Carnival of people is because the enthusiasm of the whole people has been mobilized to the maximum extent. Then what is the 818 way to harvest the position of shopping festival that is side by side with eleven?

See participation - 818 activates the widest range of participation.

First of all, Suning broke the age limit and created the conditions for 00 to 60 and even after 50 to participate in the 818 fever Shopping Festival.

At the same time, we set up a bonus to start the experience officer recruitment program, converting the users themselves to IP, to maximize the interaction and connection of users, and to mobilize the enthusiasm of users.

Secondly, create a topic, set up a president buying group, stars, platforms, businesses to participate in the shopping festival to promote the topic and heated debate, to the user's most interesting and interesting experience, but also invited the current super small meat Yang Yang endorsement, it is a hot wave of fans excited small mood.

Finally, create warmth, set up the courier Festival, set up various benefits and benefits for the couriers, and call on the society to create a warmest and harmonious environment for the couriers, so that the couriers feel warm while actively participating in the 818 hot ceremony.

On the most favorable discount, the most cross-border merchants

First, upgrading consumption, whether it is tea, fruit, fresh products, or consumer goods such as mobile phones and air conditioners, will be directly sold from the source. At the same time, Samsung, TCL and Ecovacs all say that they will "sell the best sales resources to Suning". Suning will directly open the supply chain from the source of the industrial chain and upgrade consumption from the source.

The two is cross-border integration, in addition to pooling Tmall, Dangdang, Yi Guo fresh, darling, COFCO, brewmaster and other best business platform, suning.com will also bring cross-border ofo, entertainment, music, gourmet KFC and other cross-border joint.

The three is Pratt & Whitney users. Suning and businesses together announce super preferential policies and super red packets. They will distribute 818 million red envelopes and open the 6 major industries together.

Building support -- from the supply chain to the product chain to the logistics, the most complete guarantee.

First, consumer protection, through the way of "first earn, then spend" and "one account access", enables users to achieve capital accumulation on the platform, and the flow of funds further promotes consumers' shopping behavior in multiple application scenarios.

Second experience guarantee, purchase and door-to-door installation, Suning provides quality experience in all aspects.

From cloud merchants to Wen Chuang, cinema, sports, hotels and Life Plaza, through the operation and capital efficiency, Suning completed the perfect connection between the upstream and downstream.

Third quality assurance, to create a new standard of service platform, Suning as the platform side organization operation and capital efficiency.

The purchase is expensive, the delivery is late and the quality is poor.

It can be seen that 818 of the situation, whether hot or topic participation or discount intensity, is enough to compete with the two eleven, while the 818 Shopping Festival also has an upgrade project that is the first trial of Suning's first intelligent retail concept store. Robots, upgrading V purchase and so on will push 818 to another peak.

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The arrival of the smart retailer can not help thinking of the first trial operation of the unmanned retail store recently.

It is easy to see from these two retail businesses that there has never been a prior operation mode. The reason why double eleven and 818 are popular is behind Ma Yun and Zhang Jindong's early layout of retail upgrading.

Whether it is Ma Yun's "new retail" combination of online and offline common development, or later Zhang East's further refinement and upgrading put forward the "smart retail", that is, using the Internet and Internet of things technology to perceive consumption habits, predict consumption trends, guide production and manufacture, and ultimately provide consumers with diversified, personalized products and services, are the future pformation direction and concept of retail formats.

Under the leadership of Suning, a big ship coming from the future also came to us quickly.

A future retail revolution led by smart retailer

With the continuous development of retail formats, from the 1 line era to the 2 online era, and now the 3 new era of different opinions is coming, people are full of imagination about the new retail era.

New retail, smart retailing, and the fourth retail revolution are also coming in to enrich the extension of the retail concept.

In the process of electricity supplier and traditional retail to the new retail trend, whether it is upgrading online or offline, or upgrading the underlying infrastructure of intelligent + logistics, there is also a sudden upgrading of the manufacturing industry chain.

All these changes show that the future retail wave is sweeping across the whole industry. Not only Suning, but also the retail giants such as Alibaba, WAL-MART, and even the real estate have begun to expand their future retail layout.

At this time, as a leader in the retail industry, the smart retailing proposed by Suning, a company with its own genes and online advantages, is an excellent example for the entire retail industry.

Under the leadership of Suning smart retailing, a retail revolution is starting.

Trend 1: the Internet goes deep into the core of retailing, reintegrating and optimizing resource information.

Smart retailing will be upgraded through Internet technology, big data technology, AI technology, mobile settlement technology, supply chain technology and other retail businesses.

Therefore, Internet technology is needed to go deep into the background, pform every link in the value chain, and enable the whole retail system to respond more quickly, so as to provide consumers with the most needed products and services, so that goods can reach consumers' hands from the upstream supply side at a faster speed, less links and lower cost.

From this point of view, Suning's smart retailing is based on a larger perspective. Even in the field of Internet exploration, the company will still use cloud computing and big data to build a deeper core competitiveness.

Therefore, in addition to the Internet of the front channel, enterprises should also realize the Internet of value chain including backstage logistics, capital flow and information flow.

Therefore, it can be concluded that the integration of Internet resources is a very important strategic fulcrum.

We can also see that the form of Suning curing is being broken and the new discourse system of traffic has been rebuilt since the revolution of smart retail.

Trend two: large data will create online and offline data interworking, online and offline integration

The use of consumer big data for reverse customization has become the key word for the pformation of the retail industry. Suning is also using this to accelerate the landing of the concept of smart retailing, and establish a data traction supply chain mechanism, making big data a "digital drawing" for product production, ensuring that every product is accurately supplied to the market.

The core of smart retailing is digital retailing, which is manifested in data mining and trend analysis.

The way behind it is to take the big data as the traction, shift from B2C to C2B reverse customization, and promote effective supply.

Suning.com made user profiles through big data analysis, and communicated with manufacturers to produce a large number of products that meet user expectations.

For example, Suning has joined hands with many manufacturers to create many products that conform to consumer habits, such as millet 4S. Through investigating the preferences of more than 20 year old young people, Suning team and millet have discussed, and even detailed design requirements to the color and panel of mobile phones, relying on big data to master consumer preferences.

In addition, Suning also works with Lenovo, Whirlpool, Haier and even Wuliangye and other manufacturers to develop products with high consumer recognition in the form of C2B reverse customization.

Trend three: smart logistics will create an efficient seamless and precise docking of the industrial chain.

The new retail driven business model is inseparable from the integration of modern logistics, and it is also indispensable for efficient supply chain support.

The development direction of future intelligent logistics must be a new supply chain logistics system.

First, the logistics data, whether upstream raw materials or to the production end, or downstream of the distribution side will be comprehensive data, so as to re integrate resources.

Two is the logistics robot, logistics robot will appear in large numbers, for example, the British STARSHIP, with the continuous increase of labor costs, simple repetitive labor to replace robots is only a matter of time.

The three is the replacement of logistics links. Digital logistics will lead to the reconfiguration of logistics resources in the whole society.

Express, personnel and express facilities will be combined, any social resources may become a link of logistics.

Suning has set up a smart logistics warehouse, Su Ningyun warehouse, Suning's big empire of logistics has also begun to emerge.

Suning intelligent logistics can intelligent avoidance and induction, can also accurately put in place, eliminating many manual links.

Suning raised the level of intelligence and automation of the entire logistics system, promoted the development of logistics, reduced logistics costs and improved efficiency.

In view of this, the electricity giant's festival movement has a wave of wave over the wave. Suning's 818 shopping carnival is becoming the two largest electricity supplier festival with double 11.

At the same time, a smart retailing era driven by Suning is coming.

More interesting reports, please pay attention to the world clothing shoes and hats net.