"618" Electricity Supplier Battle: Suning'S Online And Offline Breakout

This year's "618" electricity supplier Festival is quite special. After the outbreak, everyone is looking forward to a warmer shopping season and a revival of consumption.

At the same time, the domestic retail market is bustling, and the pattern continues to change. At the company level, investment, holding together, the new normal forms such as channel form are stirring the market. Suning, Tmall, Jingdong and many other competitions are competing. The "618" has become the key test arena this year.

From the sales data, the 2020 record was high. In June 18th, suning.com's data showed that as of 12:30 noon, suning.com's total channel sales exceeded 2019's "618" all day. Up to 18, Suning's traditional dominant appliance 3C category grew by 118%. In the offline industry, Suning stores increased by 210% compared to the same period last year, while online trading orders increased by 693% through the community, live broadcast and other Internet means. Suning Carrefour fruits, vegetables, meat, poultry, eggs and milk and other consumer goods increased by 379%.

According to Tmall's data, Tmall's "618" sales increased by 100% year-on-year in the first hours of June 18th. The Jingdong announced that as of June 18th at 2 p.m., Jingdong's "618" period had exceeded 239 billion 200 million yuan. From 0 in June 1, 2020 to 9:47 in June 18th, the total amount of the order was 228 billion 488 million yuan, which has exceeded the order of last year's "618" period.

Mo Daiqing, director of network retail department and senior analyst of Electronic Commerce Research Center, pointed out that the first electricity supplier under the epidemic was greatly promoted, no matter from commodity category, user scale, participating businesses, subsidies and so on. With the gradual control of the epidemic, the accumulated consumption desire will be concentrated in this period. However, because of the consumer demand and income space, the "618" may usher in a wave of "resumption of consumption", but there will not be a lot of hoarding.

The retail cloud is Suning's differentiation strategy, which focuses on the township market. Vision China -

Subsidies, live direct battle

Compared with the past, this year's "618" opened earlier and lasted longer, and in the case of competitive upgrading, subsidies were also more direct.

For example, Suning J-10% is directly cheaper to the Jingdong than the Jingdong in the category of household appliances, mobile phones, computers and supermarkets, which is less than 10%. According to Suning's "618" first hour battle report, suning.com's total channel sales increased by 132%, retail cloud sales increased by 431%; Jingdong launched a super billion subsidy, providing more than 200 million pieces of half off commodities, and the joint government issued tens of billions of consumer coupons; Tmall combined with many governments, brands, issued cash coupons and subsidies, estimated that the amount exceeded 10 billion yuan; for the first time to participate in the electronic commerce Festival. Dodo continues its billion dollar subsidy.

For this year's event, the major platforms have spared no effort to promote consumption and enhance user stickiness through strong subsidies. As users are tired of "routine", this year's e-commerce platform generally plays a more simple role in price war, constantly intensification, and constantly refreshes the new low price category.

On the other hand, the arrival of the epidemic has made live broadcast a new protagonist. With the rapid growth of online life proportion, the live broadcast is becoming more and more popular. For some enterprises, live broadcasting business is an efficient way of carrying goods. In this "618" live broadcast, of course, it will not be absent.

For example, Jingdong "618" will push 300 thousand live broadcast, Tmall has 600 presidents and more than 300 celebrities on Taobao live broadcast, suning.com held the "618" super show in June 17th, suning.com data show that in June 17th, based on variety show, star broadcast play a superposition effect, 5.5 hours, turnover volume exceeded 5 billion.

Cao Lei, director of the network research center of electronic commerce, said that in the critical time of the demographic dividend and the mobile Internet entering the stock age, content entertainment has become the platform's competitive entry for improving the flow and reducing the cost of passengers. And the new nodal pneumonia epidemic prevention and control work time node, and the "618" promotion activities, in a sense, let the live broadcast goods to a wider audience, become the "618" big promotion core increment point.

Liu Huaili, assistant president of Suning retail cloud group, told the twenty-first Century business reporter: "in the future, we will continue to explore the live broadcast, hoping to make it a means, method and tool based on the owner's private domain traffic. During the epidemic period, we began to organize and promote the nationwide sales. The first stage of February and March was mainly for the community, and the epidemic necessities such as respirator and disinfectant were the best sellers. By the end of March, the demand for telecommuting learning was opened, and printers, mobile phones and especially flat plates were all exploded.

Sinking market competition

However, the impact of "618" is much more than online. Chen Hudong, general manager of Beijing East Xiaomi Supply Chain Management Co., Ltd., pointed out that "618" is an e-commerce shopping festival, but with the influence of 10 years of e-commerce shopping festival, online and offline integration development has basically taken shape. Therefore, the electricity Shopping Festival is not just an online shopping activity, but also a competition under the line. 。 Coupled with the impact of the epidemic, the momentum of many brand marketing needs to be brought up, the electricity business shopping festival can meet this demand. In this case, many brands will be added to the e-commerce shopping festival, and the boundary of participation will be blurred.

The big business platforms are frequent, especially subsidies, live price war, will also attract more offline traffic, especially the sinking of the township market. Although this year's "new retail" is no longer mentioned frequently, offline retail is slowly recovering with the easing of the epidemic situation. It still occupies a small market, especially in the low line market.

Liu Huaili told reporters: "retail cloud" 618 ", the main activity is home appliances to the countryside," 618 "node is also a business season after the outbreak. So the joint merchants made home appliances to the countryside. For the core single products, we almost subsidized five to eight points, so that consumers can enjoy eight points of home appliances to the countryside. At present, there are more than 200 items of this product, consumers can directly receive coupons and write offs.

The retail cloud is Suning's differentiation strategy, which focuses on the township market. Related research shows that at present, China's county population accounts for nearly 70% of the total population, and at least 40% of 3C, household appliances and other industries are concentrated in counties and towns, with a market size of about 900 billion. At present, how to expand the blue market of the 456 level market and realize the reshaping of the market channel of County town has become the trend of the industry.

In the first quarter of 2020, Suning's retail cloud franchised store opened 466 new stores, with a total number of 4963. In June 16th, at the "small commodity center" in Yiwu, Zhejiang, the 6000th shops in Suning retail cloud landed. According to Suning data, the retail cloud still reached 3 billion 400 million scale in the first quarter after the outbreak. In the late stage of the epidemic, GMV grew steadily, and increased by 120% and 150% respectively in 4 and May. Up to now, the "618" period has gained 200% or more year-on-year growth, with an average daily GMV of over 100 million.

3 years ago, the retail cloud began, and horse racing inside the company became a dark horse under the Suning line. At present, both traditional spouses and stores, or offline outlets of pure electric business, will encounter various problems, such as store digitalization, logistics efficiency, offline services and so on. Suning hopes that its accumulated industrial chain can externally empower.

For example, a businessman told the twenty-first Century business news reporter that at present, mobile phones are becoming more standardized and their profits are getting thinner. A mobile phone will earn about 100 yuan. How to help businesses expand product categories in stores, better connect stores and brands, stores and users, are Suning and so on can help store links.

Liu Huaili told reporters that Suning's retail cloud has an advantage over the delivery system of service customers. Cloud storehouse plus the storehouse can provide flexibility. Secondly, this year's key point of retail cloud is C2M, and brand cooperation C2M underwriting customized products. The third is the transformation and optimization of the digital operation of the whole system.

After "618", the fierce battle between online and offline will continue.

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