Suning.com 818 focuses on new strategies to help both brands and partners grow

From August 1st to 13th, Super Brand Day was launched with leading brands such as Skyworth, Fotile, Haier, Midea, and Chow Tai Fook. On August 11th, the 4th Anniversary Conference of Retail Cloud was held to announce the launch of Retail Cloud. It is about to enter the "era of thousands of stores" and focus on the dual tracks of "home furnishing" and "quick repair". On August 15, the 818 outbreak period was fully launched. On August 18, it obtained tens of billions of new credits from six banks to support retail services and Improving supply chain capabilities...

During the 818 period, from strategic clarification to business implementation to credit enhancement, Suning.com’s positive news was released one after another. Based on its own advantageous supply chain, full-scenario resources and full-scale combat effectiveness, Suning.com 818 links brands and partners from cities to counties and towns, from the Internet to stores to achieve new breakthroughs in business operations and user services, and fully implement the new strategy : Be a good retail service provider, strengthen the supply chain, and improve the quality of operations.

Be a good retail service provider: The retail cloud accelerates its advance into home furnishings and fast repairs.

Suning.com has been deeply involved in the retail field for more than 30 years and has a complete "combat system" and Abundant "ammunition box". In recent years, Suning.com has upgraded from a retailer to a retail service provider, exporting its own brand, supply chain, technology, logistics, finance, operations and other resource capabilities to the outside world. As a model for the implementation of Suning.com's retail service providers, Retail Cloud is about to enter the "10,000-store era" after four years of rapid development, which means that the strategic implementation of retail service providers is accelerating.

On August 11, Suning.com stated at the 4th Anniversary Conference of Retail Cloud that the Retail Cloud has entered two new tracks: superimposing home furnishing categories in counties and towns, and launching "home appliances + home furnishing" model stores. Enter the quick repair business in cities and launch quick repair stores that integrate services and products such as repair, recycling, film sticking, and digital fashion products, further accelerating the reuse and grafting of the retail cloud model.

During the 818 period, more than 1,800 brands such as Midea, Haier, Hisense, Chivas, and Xilinmen continued to hit the county and town markets. From ordering to selling goods, retail cloud bosses showed full enthusiasm and achieved outstanding results.

Data from the 811 ordering fair show that categories such as air conditioners, refrigerators and washers, color TVs, kitchens and bathrooms are experiencing strong growth. Changhong's sales increased by 593% year-on-year, and Little Swan's sales increased by 100% year-on-year. Sales in Hefei and Chengdu regions exceeded 40 million, and sales in Shanxi exceeded 25 million.

As of 18:00 on August 18, the sales of retail cloud home products increased by 500% year-on-year, the sales of Vatti increased by 460% year-on-year, and the sales of Martian integrated stoves and Whirlpool dehumidifiers increased by 360% year-on-year respectively. , 350%. Hot-selling small household appliances are popular, with sales of Feike hair dryers and razor series increasing more than 10 times year-on-year. Midea, Haier, and Whirlpool are the three most popular brands in the town. Zhang Chao, a retail cloud boss from Xi'an, combines traditional local promotion with online live broadcasts and short videos, and his store sales reached 1.04 million.

Strengthening the supply chain: Strengthening the 3C moat for home appliances and expanding home decoration categories

Focusing on the "home scene" during this 818, Suning.com accelerated the construction of the integrated development of "home appliances + home furnishing" structure, integrate resources, improve efficiency, and start a new journey of high-quality development.

On the one hand, it has increased cooperation with leading brands such as Haier, Hisense, Midea, TCL, Xiaomi, Gree, A.O. Smith, Boss, Fotile, and vivo to consolidate the moat of the home appliance 3C supply chain; on the other hand, Cooperate with home furnishing brands such as Chivas, Xilinmen, Yuexing Home Furnishings, and Gujia Furniture to strengthen resource synergy and expand the home furnishing supply chain.

From August 1st to 13th, Suning.com, Skyworth, Haier, TCL, Midea and other brands successively launched Super Brand Day activities on Suning.com, giving Suning.com a strong boost in terms of supply and price concessions. Support, a number of new products and customized models are released in Suning.com’s omni-channel, which greatly consolidates Suning.com’s product supply chain.

At 0:00 on August 15th, the 818 outbreak period was fully launched. New and hot products from major brands "competed" and continuously refreshed sales data. The battle report shows that during the 818 period, the cumulative sales of the vivo series were 45,000 units of the Huawei P50 series, which were sold out in 60 seconds on the day of reservation, and the new Xiaomi MIX4 product was sold out in 3 seconds after it went on sale. As of 11 o'clock on August 18, B2B sales reached 129 million.

In addition, Suning.com 818 has increased its cooperation with more than a thousand home decoration brands, upgraded the Love Home Alliance 3.0, and created "home appliances, The four-in-one decoration service link of home furnishing, home improvement and home services will further open up member resources and bring about traffic conversion.

Data shows that during the 818 period, Suning.com Love Home Alliance 3.0 held more than 500 implementation activities through various forms such as group buying, community development, scene live broadcast, community marketing, and online promotion; at the same time, , jointly with leading brands such as Midea, Hisense, Haier, TCL, Skyworth, A.O. Smith, etc., to carry out nearly 100 activities such as antique pop-up stores, new product trend exhibitions, treasure-hunting domestic product streets, and fresh gameplay to lead the consumer boom.

Optimizing the quality of operations: revitalizing scenarios and user resources, improving service quality

During 818, Suning.com integrated all scenario resources, revitalized user traffic, continuously upgraded user service guarantees, and further Improve operating efficiency.

Online, Suning.com’s main website links with WeChat mini programs, Suning Tuoke, Su Xiaotuan, live streaming and other social marketing methods to reach users, stimulate users’ willingness to consume, and promote sales conversion.

According to official data from Suning.com, as of August 18, the single-day sales of Dibraun multifunctional cooker, which was popularly promoted by the community, exceeded 2.6 million yuan, creating a new single-day sales scale for small home appliances. peak. Lin's Wooden Furniture flagship store achieved a 3-fold increase in the number of buyers through customer referral channels, more than doubling last year's full-day number, driving the brand's sales scale and growth rate to rank first in the category. The number of viewers of the beauty live streaming event exceeded 1.6 million, sales in a single day hit a record, and sales of leading brands increased significantly. In the social sales list, Magic whole milk, Perrier and AirPods Pro achieved year-on-year growth of 14952%, 2791% and 1756% respectively, ranking first, second and third.

Offline, Suning.com uses "eighteen kinds of martial arts" to open up a new situation for store traffic conversion.

On August 17, Suning.com’s Shanghai Wujiaochang store and Shanghai Fengxin Pudong No. 1 store both achieved single-day sales of over 10 million! Among them, the Shanghai Wujiaochang store has planned dozens of multi-dimensional plans through full-scenario customer portrait analysis, successfully breaking through for precise customer acquisition marketing. In order to expand new users, we launched new customer benefit activities such as the platform's "One Yuan Purchase" and successfully attracted 3,700 new customers through community visits and invitations to stores. The store's sales on the same day reached 3 million, with a conversion rate of 80%. In response to the needs of users in new communities for whole-house customization, the Shanghai Wujiaochang store and local soft decoration companies jointly launched home appliances and home furnishing model rooms. The immersive scene experience drove the conversion rate to 50% on that day, with sales of nearly 2 million.

In addition to revitalizing scene resources and user traffic, this year 818 Suning.com comprehensively upgraded user services to address pain points and difficulties. Refrigerators and washing machines can enjoy one-stop trade-in, and air conditioners, color TVs, kitchens and bathrooms can be delivered to your doorstep at the same time. It has made appointments for free home appliance clinics for more than 80,000 users in Henan Province who are facing difficulties due to epidemics and floods, and has completed free clinic services for more than 100,000 home appliances. In terms of logistics, the service scope of "Large-size Safe Packaging" has exceeded 331 cities. At the same time, Suning.com's logistics green channel has directly delivered thousands of color TVs and air conditioners to Nanjing emergency centers, fire rescue stations and other places under the epidemic.

As the first major promotion after the three major strategic paths have been clarified, this year’s 818 Suning.com not only condenses internal forces, but also combines external forces to work together as one force to pave the way for the implementation of the new strategy. A good game.