The development trend of Suning.cn

It shows that in the domestic e-commerce market, which is developing rapidly but still in the primary stage, the forms of agency companies are also very different: some of them are integrated into the big Taobao ecosystem, and there is no shortage of business, with annual operating income of several hundred million and a good life; Some people will definitely talk about GSI, which is an American example. Independent listing is their dream. Some only rely on a few brothers to form a team and get the right to operate Taobao stores of one or two companies. They can generate cash flow quickly without burning money, which is enough to support their families. "What do you think of the low profit of outsourcing? I can't say exactly, but it's definitely not low. Why else do so many people want to do it? " Behind the brand, these various players are trying to prove that agency operation is a good business-is it true?

Where there is competition, there are farmers, and where there are farmers, there are kings. In the future, e-commerce will operate in all directions, which will be a blue ocean with different attitudes and close ties with brands, which will bring a new spring to the e-commerce industry. This proposition is frequently used, but the immediate question is whether the brand will always outsource the operation process and hand over the control of this new channel to the operator. Xing, the founder of Paidai.com, believes that this is actually "helping the brand to pay tuition"-compared with the traditional retail industry, e-commerce is by no means difficult. Brands that are not short of money or people can set up their own separate departments or subsidiaries to operate after they figure out the doorway. Why must there be a generating operator? Similarly, Liu Shuang, strategic assistant to the president of JD.COM Mall, expressed it more bluntly. "Agency operation is a business that can earn money for several years, that's all. In the end, it will strengthen the service ability of a certain aspect and gradually transform into a subcontractor, and the latter will bloom everywhere. "

Even foreign operators like GSI can't avoid being left behind by some brands they serve-the countermeasures are to acquire service providers in all aspects, integrate the whole industry chain, serve well-known brands in all fields and consolidate their position in the industry. For domestic entrepreneurs, such a path is still unrealistic. All generations of operators are still in the stage of cultivating professional ability. Even all contractors have their own priorities. Four seas merchants only provide foreign trade services: compared with domestic trade, the problems encountered by foreign trade e-commerce in language, user habits, payment platform, risk control, exchange rate settlement, legal finance, logistics and other links are more complicated, and ordinary brands need to find help.

Domestic mainstream agent operators have indeed achieved "doing better than traditional enterprises themselves". Taking Taobao store operation as an example, with the intervention of outsourcers, sales can generally increase by more than 10 times. These generation operators actually face another challenge: helping brands understand and adapt to e-commerce.

"The informatization of domestic brands is still very poor, and IT is uncertain whether they have an informatization system, let alone our IT system," said Liu Lei, chairman of Xingchang Xinda Company. What is more troublesome is that, as Bao realized, compared with technical problems, the distrust of brand owners is the biggest difficulty.

Even brands such as Li Ning and Belle, which have the best e-commerce business at present, online sales are a drop in the ocean compared with offline sales. There are more and more brands with offline sales of billions and online sales of no more than 65.438+0 million. This gap is not enough for them to invest more in this market. Gong Wenxiang, CEO of Shenzhen 350 E-Commerce Co., Ltd. believes that many traditional brands have not learned the concept of the Internet, and the contradiction between online and offline channels makes them not pay attention to and are unwilling to vigorously develop e-commerce. When cooperating with some powerful traditional brands, it is difficult for agency operators to have autonomy in pricing and promotion, and it is difficult to operate.

20 13 In March, Suning.cn held a national deployment meeting in Ning, announcing the completion of organizational restructuring in Suning.cn. In addition, Suning.cn has defined the product strategy of strengthening the advantages of home appliances and 3C products, focusing on daily necessities and department stores, and announced that it will make key breakthroughs in local life, mobile life and cloud product research and development.

On April 2, 20 13, Suning.cn announced the Red Kids Mother-infant Network and Binbu. Com will be fully integrated into Suning.cn platform from early April, when Red Kids will fully enjoy Suning's warehousing and logistics system, supply chain management system and membership management system. A) Advantages of Suning Store:

Commodity positioning is high-end, and commodity display follows the principles of rich categories, moderate brands and product optimization to meet consumer demand.

3C+ flagship store has a comfortable shopping environment and an open customer experience.

With nearly 20 years of experience, Suning has been exploring new sales models and processes to provide customers with a convenient shopping experience.

B) Advantages of Suning B2C:

Established an online mall company and independently operated Suning B2C website, with more than 200 operators.

According to many years of home appliance retail experience and the characteristics of online consumers, we purchase new, exotic and special goods suitable for online sales.

Suning B2C uses a powerful purchasing platform to purchase goods with price advantages and display rich goods for consumers.

Cooperate with leading enterprises in the industry to make the page design more humanized and the product classification more reasonable.

Make use of the research results of physical stores on customer behavior, and set a reasonable B2C shopping process. A) Advantages of Suning Store:

In 20 12, the brand value of Suning exceeded 80 billion yuan, making it one of the most trustworthy brands for consumers. We have a good cooperative relationship with all kinds of media, rich internal and external resources and rich marketing experience.

B) Advantages of Suning B2C:

Suning has a high brand reputation and is very important in the virtual economy. In addition to cooperation with print media, Suning also has considerable resources in cooperation with online media. Over the past 20 years, we have accumulated rich promotion experience and professional talent pool, and used Suning's existing more than 20 million members for precise marketing.

Supply advantage

A) Advantages of Suning Store:

A powerful purchasing platform-the annual sales scale exceeds 654.38+000 billion, with a purchasing team with keen insight into the market and good supplier cooperation.

With superior supply chain management level and strong system support, the system can realize automatic replenishment.

Suning has more than 80 CDC and RDC；; More than 60 transshipment points, more than 850 stores have strong storage capacity, more than 400 after-sales outlets support national after-sales service, and retail stores have rich delivery experience and delivery capacity, covering all parts of the country.

B) Advantages of Suning B2C:

Suning B2C*** enjoys Suning's powerful purchasing platform and integrates the advantages of electrical and non-electrical products within the Group. Super supply chain management level can meet the supply demand of Suning B2C consumers. Suning's CDC and RDC can support the nationwide distribution of Suning B2C products. In order to facilitate consumers to pick up the goods, Suning B2C has more than 300 stores in the country as the self-raising point of 3C products. In order to give full play to the advantages of Suning's physical store, the after-sales service of goods sold by Suning B2C has been localized. A) Advantages of Suning Store:

Suning has strong financial strength, can meet the normal operation, and has formed a mature profit model and high operational efficiency.

Informatization construction: Suning is the most advanced informatization construction among circulation enterprises, and it is an informatization construction platform integrating procurement, sales, finance, logistics and after-sales.

B) Advantages of Suning B2C:

Strong financial strength, available physical stores have long formed a relatively mature profit model.

Informatization construction is particularly important for B2C development. Combining with Suning's B2C business model, Suning developed a new generation of shopping website "Suning.cn", which was officially put into operation on August 18, 2009, and is presenting to consumers with a brand-new look. Suning has a strong technical team and continues to recruit outstanding technical talents throughout the country.

In addition, a complete B2C platform development team was established with IBM, a leading partner in the industry, which provided strong technical support and services for B2C platform development.

The strategic cooperation between IBM and Suning brings together the world's top resources and builds the most cutting-edge network technology platform.

Suning will be at the forefront of the industry in exploring future technical reserves and B2C models.

Besides the front-end customer experience, the development of B2C needs the support of an information system. Suning's powerful SAP system, mail platform, B2B system, CRM, BW and other systems will provide strong support and services for B2C system.

At the end of 2008, Suning increased its investment in B2C system technology development, which will be an important feature of Suning B2C's "staying young forever" in the market competition. In addition to sales in the same city, the sales model can also realize shopping and distribution in different places. Moreover, the outbound city and the receiving city of the purchased goods are the same. In the main city, Suning.cn will deliver the goods free of charge.

Payment method: Suning.cn supports online banking payment, UnionPay online payment, Suning Yifubao payment and cash on delivery.

Pick-up method: some goods not only support Suning delivery, but also support customers to pick up their own goods at any store in Suning. After the customer picks up the goods, Suning staff will contact you by SMS as soon as possible. Before picking up the goods and inspecting the machine, you need to provide the "Receiving Inspection Code" (four digits). The delivery period is one week, and the warehouse storage fee will be charged for those who fail to deliver the goods within the time limit.

Distribution method: all commodities can be distributed nationwide, and the commodities are directly delivered to customers' homes from Suning's existing more than 80 CDC and RDC in China.

After-sales service: All goods purchased in Suning.cn have achieved localization of after-sales service, that is, they can be identified, repaired and returned at local Suning after-sales service outlets, and more than 400 after-sales outlets support national after-sales service. Sales invoice: All goods purchased in Suning Online Mall are invoiced by regular machines, and ordinary sales invoices are issued by individual users. Need to issue VAT invoice to company users. If you need to issue a VAT invoice, you must send the relevant documents to Suning.cn.

China B2C market prospect

20 10, 10 At the beginning of 2009, the Report on the Development of Online Shopping Industry in China released by iResearch showed that the online shopping market in China reached 248.35 billion yuan in 2009, accounting for 1.98% of the total retail sales of social consumer goods, a year-on-year increase. Among them, China's home grid purchase achieved rapid development in 2009, with an annual sales growth rate as high as 200%, exceeding 40 billion yuan. GFK also predicts that the scale of domestic home grid purchase will be close to 80 billion yuan in 20 10. China's home grid purchase market will maintain rapid development.

Although the market prospect of home grid purchase is broad, C2C mode is the main mode of home grid purchase in China. From the analysis of the characteristics of electrical products, electrical products belong to daily durable consumer goods, and consumers demand higher logistics and after-sales service, while B2C can better meet the needs of consumers. C2C is more of a transitional format, just as electronic bazaars will give way to large-scale specialized home appliance chain enterprises, B2C will eventually become the mainstream online shopping model.

Looking at the development history of e-commerce in western countries, B2C sales account for 80% of the online shopping market in the United States, while C2C only accounts for 20%, which shows that B2C is the real mainstream of the online shopping market, and this will surely become the development trend of China. At the same time, in the United States, half of the top ten online retailers are B2C websites operated by entity chain enterprises. They quickly occupied the commanding heights of the industry by virtue of their own brand and resource advantages, and achieved good results, which proved that entity chain enterprises have incomparable advantages in entering the B2C market.

Chinese mainland's B2C market still faces some difficulties. According to the research on the development experience of foreign B2C industry and the analysis of the current situation of B2C in China, Zhao Xinyu, managing director of GFK China, said that the large-scale enterprises in China B2C industry will face at least four bottlenecks: procurement management bottleneck, logistics service bottleneck, after-sales service bottleneck and profit model bottleneck.

Suning Shangyun is relying on its huge physical network as the background to enter the B2C market on a large scale and develop through multiple channels. The insiders believe that "Suning.cn will become another portal brand of Suning Shang Yun."

Business philosophy

Integrate social resources and win-win cooperation; Meet the needs of customers, sincerely.

Service view

Sincerely, Suning serves. Service is the only product of Suning, and customer satisfaction is the ultimate goal of Suning's service.

Gift Card

(hereinafter referred to as the gift card) is a cash consumption card with fixed face value, which can be used to deduct cash when shopping in Suning Shang Yun Store and Suning.cn Online Mall.

Shopping cards are uniformly printed by our company. At present, there are five denominations, namely: 100 yuan, 200 yuan, 500 yuan, 1000 yuan and customer-defined amount.

Leadership information

2065 438+02. 2. 28 It is reported that Ren Jun, vice president of Suning Shang Yun, who is in charge of the whole back-office informationization, finance and listed companies, will be the executive president of Suning.cn, while Li Bin will be the executive deputy general manager of Suning.cn.

Ren Jun, vice president of Suning Shang Yun Co., Ltd. and director of information system center, is the youngest vice president of Suning Shang Yun.

Previously, Ling He held this position.

The status of Suning. com has risen to the strategic business unit at the group level, and it is called "Tesco Headquarters", which is juxtaposed with several functional management headquarters such as procurement headquarters, operation headquarters, service headquarters and financial headquarters.

According to Billion Power Network, in the first week after the new year's rework, Suning.cn obtained substantial talent transfusion and strategic upgrade at Suning's routine spring deployment meeting. More than 20 senior executives moved to Suning.cn from many important business departments such as marketing, procurement and after-sales service. Most of these executives come from the post-80s generation of Suning 1200 plan (the recruitment plan for fresh college students) and are trained by Suning.