Suning's Failure: Looking back on Suning's 30-year pioneering course, why Suning can't be JD.COM?

You may not have heard of Zhang because he is so low-key, but you must know "Suning.cn".

There is a big news these two days, that is, the boss of Suning, that is, Zhang. Need to transfer more than 20% of the shares. The transfer target has not yet been announced, and it is widely speculated that it is SASAC of Nangang.

If the transfer is successful, Suning.cn will change from the largest private enterprise in Jiangsu to a state-owned holding enterprise. It is not a bad thing that Suning itself changed from a private enterprise to a state-owned enterprise.

But for his boss Zhang, he will lose control of Suning.

You may ask, isn't Suning quite good? Suning's stores are everywhere. Why does the boss have to be poor to sell shares?

The reason is simple. It's really hard to get a reputation. The crisis in Suning was buried as early as ten years ago.

But let's not talk about 10 years ago, let's talk about 30 years ago, that is, since Zhang founded Suning.

1990, Zhang rented a 200-square-meter facade room named "Suning Appliance" in Ninghai Road, Nanjing with his own funds of 65,438+10,000 yuan, specializing in air conditioning.

At that time, household appliances such as air conditioners and televisions were scarce. As long as they have goods in their hands, they will not worry about not selling them, and ordinary people will even grab them.

Hitchhiking in Times, Zhang made a lot of money at first.

By the end of 1990s, Suning had become a leader in the field of air-conditioning sales in China. This is Suning's first decade.

Suning's second decade. That is, from 2000 to 20 10, Suning really took the lead in 10.

At this time, Suning caught up with the second dividend of China consumption. That is the home appliance consumption hypermarket.

Home appliance stores like Gome Suning have absolute right to speak in the face of manufacturers because of their large passenger flow and high sales volume. You can hold the manufacturer by the neck and ask the manufacturer to reduce the price. If you don't reduce the price, your goods won't appear in my hypermarket. Because of this incident, Gome bosses Huang Guangyu and Dong Mingzhu also had conflicts because of this incident.

In short, the hypermarkets at that time were very strong. Suning also achieved faster expansion at that time.

On July 2, 2004, KLOC-0, Suning was listed on Shenzhen Stock Exchange. It rose by 100.24% that day, becoming the first high-priced stock in Shanghai and Shenzhen stock markets.

In 2008, Gome boss Huang Guangyu was jailed, and Gome never recovered, and Suning just soared. Sit firmly in the first place in home appliance sales.

10 years, Suning triumphed and went smoothly.

But with the popularity of mobile Internet, online consumption has arrived, and so has Suning's new rival JD.COM.

JD.COM started by selling electronic products, but the difference is that JD.COM only sells them online. As the saying goes, peers are enemies. The price war broke out when the two families looked at each other.

20 12, Liu declared that "in the next three years, JD.COM. COM's home appliances will have zero gross profit, which is guaranteed to be cheaper than Gome and Suning 10% or more; Suning directly replied: "The price of Suning is bound to be lower than that of JD.COM. COM, and the price difference will double. ".

A bloody price war fell. In the end, JD.COM with stronger Internet genes won.

It's not that Suning doesn't attach importance to the Internet. Zhang realized the importance of the internet to the retail industry very early.

In 2005, Suning launched "Suning Online Mall".

In 2009, Suning put forward the strategy of "developing both physical stores and Internet business" and renamed the online shopping mall "Suning.cn".

Zhang's goal is clear, that is, both online and offline. Vigorously develop the Internet online and make full use of Suning's store resources offline.

Just like Suning's slogan "Go to the street, surf the Internet and go to Suning".

Is to grasp both hands, both hands should be hard.

It seems that this strategy is quite good, but Suning lacks e-commerce genes and the cost of traffic acquisition is high. It paid a huge price but failed to open online channels.

Later, Suning and Ali formed an alliance, and Ali invested in Suning, accounting for 19%, hoping to transform Suning with Ali's e-commerce gene. However, Ali itself lacks traffic, and the combination of two companies eager for traffic has not brought substantial changes to Suning.

On the other hand, JD.COM has put aside several positions of Suning and walked in the forefront of the times.

Suning, on the other hand, has reached the point of selling its equity to survive, and the ending of Suning is really embarrassing.

Looking back, Zhang seized the first two opportunities at 1990s. For example, 1 10 sells air conditioners, and the second 10 is a hypermarket, which has achieved great success. However, in the third year of 10, when the e-commerce era came, it was a bit stretched.

It's not that the ability is not good, but that the situation is better than others.

One can seize the opportunity of one or two times and achieve something.

But you can't keep up with all the trends of the times, and you can't always be on the cusp.

Again, only time enterprises, no time enterprises.

May Suning find its own rhythm again in the fourth year of his 10.