Su Ningyun Quotient: Redefining The Fog Of Time And Redefining Retail

The first man to eat crab

"There's still nine days to go before National Day."

In the Hefei area management center of Suning cloud group, the bulletin board on the wall kept playing the phrase, and the air was filled with an anxious atmosphere.

Wang Jun, general manager, is strategizing at the Hefei management center, directing the entire battle field in the north and central Anhui Province when the major promotion node that affects the scale of the 10% turnover of Suning is coming.

Unlike in previous years, the situation is changing - suning.com's sales account for more than 1/3 of total revenue in Hefei Suning.

At the same time, O2O is becoming Wang's high frequency vocabulary.

"O2O has come.

It can be said that Suning has seen the clear direction of the retail industry from the general trend of business.

Suning is at the forefront of this trend.

This is not a simple struggle between online and offline.

In 2009, Suning's e-commerce platform suning.com officially entered the trial operation stage. After 5 years, suning.com has now become one of the fastest growing e-commerce platforms.

If the Internet allows Suning to redefine and recognize its own consumers, then with the integration of O2O layout, Suning, who owns dual line resources, suddenly finds itself sitting on the gold mine.

"A year ago, people were still discussing Ma Yun and Wang Jianlin's gambling game.

Today, controversy is vanished. "

Wang Jun said: "the pure platform electricity supplier lacks support, pure Ping Ping is short of quality control and management, and the entity store foundation is thick and solid link controllable.

The combination of the two must be Suning if they have the appetite to eat the first crab.

For Suning, who has entered the implementation phase of the O2O strategy, it is building some amazing user experience.

Around these user experiences, one of the most important keywords is emerging.

"False and real -- this will be the unique advantage of Suning."

Wang Jun said so.

Suning is expected to launch an application by the end of the year, which will bring the family layout of consumers into the system and get a virtual reality of 2D or 3D.

Users can freely operate various household appliances in the system and build blocks in virtual reality to finally determine their choices.

These operations can be carried out either in the network or in the physical store.

In this context, user experience is revealed.

"Size is not user experience, user experience is the user experience."

Wang Jun said.

The combination of virtual and physical has become the killer of Suning to build such user experience.

"In fact, the whole Suning terminal store is changing.

For example, if you look at a pair of shoes in the physical store, we will place an intelligent terminal next to the merchandise. All the colors and subdivision styles of this shoe will be reflected in the terminal.

The alternation between the empty and the real will eventually reveal a complete consumption process.

O2O mode and user experience thinking are re shaping Suning.

Wang Jun disclosed: Suning is using the experience shop and big data to disassemble the user experience in an all-round way.

"The same commodity can be placed in the A position or in the B position, but why the A location can attract 120 people to watch one day, while the B location can only attract 40 people to watch it.

Our lab is using big data to arrive at a conclusion that, unlike experience, these rules are very direct user experience.

Change can be seen everywhere.

Hefei Suning even promoted this year's eleven promotion cycle for a full ten days.

"Or user experience.

Eleven of consumers choose to travel more, then all the discount activities and discounts must be advanced. This is also one of the measures taken by Hefei Suning to put customer experience in the first place.

In addition, this year, eleven, Hefei Suning will implement online and offline offline entity dual channel sales promotion mode, with online consumer products and daily necessities as the main products, and 3C electronic home appliances as the main products.

What is retail?

For Su Ningxin's ten year business model, Zhang Jindong once had an image interpretation of "one body and two wings". What is an integrated two wings?

This has also become a new trend in the pformation and development of China's retail industry.

"

China has a foundation of thousands of years and is constantly innovating.

In the past ten years, the Internet has puzzled the industry that online means everything.

Looking back ten years later, this is just the driving force for the development of the retail industry.

Integrating the Internet into the retail format, the advantages of the offline industry will be rediscovered.

These thoughts are allowing Wang Jun to redefine the retail industry through the fog of time.

From the source, "I think the essence of retailing can be divided into two parts: service and integrity.

It will never change. "

In this sense, although e-commerce is reconstructing retail, it still follows the old code of service and integrity.

"So it's meaningless to watch online or offline.

The Internet can't extend the service to the consumer's home to help him dump the rubbish, and under the line can't force consumers to buy online homogenization of small commodities.

Suning has pformed itself into a Internet Co, and O2O has become a new label for the retail subversive.

Behind this label, many years of accumulated logistics system, store system and talent reserve are accumulating in the Internet era.

"It will provide better service, and it will be more honest.

You need to buy a cell phone and place orders at suning.com. We search Suning stores around you 1 to 2 kilometers, deliver them immediately, and send them to you 1 to 2 hours.

This process can not be achieved without logistics and terminal store support. "

With better service and integrity, why should consumers not come?