Since the household appliance industry has entered the era of stock competition, why does Suning win the first channel for consecutive times?

stay 618 Coming soon , The latest industry data of home appliance industry has also been officially disclosed . As an important industry data indicator , Contribution of household appliances in each channel , It is also highly valued by the outside world , Because it determines who is the industry leader , Who is more attractive .

According to the guidance of the home appliance Research Institute 、 National home appliance industry information center 《2021 The first quarter report of China's home appliance industry in 》 data display , Suning Tesco has an omni channel to 22.1% Market share , Continue to rank first in the industry . And behind its continued leadership in the industry , Instead of being built in many ways “ Hard core power ” inseparable .

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Suning retail cloud building sinks “ A sword ”

Suning Tesco takes the lead in the field of comprehensive channels of household appliances , Largely thanks to its success in the sinking market , And its success in the sinking market , The strong support of Suning retail cloud in many aspects .

From the perspective of terminal market , The emergence of Suning retail cloud , It solves the problem of the traditional sinking market in the business model 、 Retail supply 、 Service and many other aspects of the pain points . According to relevant statistics ,3C、 Household appliances and other industries have at least 40% Its market share is concentrated in counties and towns , Its scale in the whole consumer market is about 9000 More than , Great potential to be tapped .

And in sharp contrast to that , Sink the market “ obsolete ” Business model , Backward supply system , Service modes with different levels , It has long been unable to meet the needs of users in the Internet era , The business of appliance retailers in the sinking market is becoming more and more difficult .

In this case , Suning retail cloud relies on the S2B2C Full link solution , Including the supply chain through integration 、 technology 、 logistics 、 A series of resources including finance , Help household appliance retailers in the county sinking market to build online and offline smart stores , While helping the offline stores rejuvenate , It also enables more consumers in the sinking market to obtain the best choice .

From the supply side , Suning retail cloud has transformed the traditional supply system , Created “ Brand cloud factory + Suning yuncang + Retail cloud store ” Three cloud integrated channel system , So that it has obvious advantages on the supply side . Take the brand cloud factory as an example , In the past, these foundries relied on “ On a large scale 、 Low cost 、 Low profit ” Mode survival , Once it encounters the impact of the external black swan event , Face the test of life and death .

Suning retail cloud combines the advantages of its full scene layout , Supplemented by big data risk control 、 Supply chain coordination and other advantages , Connect end consumers directly to brand manufacturers , adopt C2M Reverse customization , Make the products of brand merchants easy to use and sell , The efficiency is improved and the cost is greatly saved , Profits are also guaranteed .

It is by virtue of Suning retail cloud, a connected brand manufacturer , The ability to connect end consumers , Suning retail cloud quickly achieved great success in the sinking market . data display , So far , Retail cloud stores have opened all over the country 9000 home , Covering more sinking markets .

“ Renew ” Activate the stock market

In addition to capturing the sinking market , Suning Tesco also relies on its strong comprehensive strength , Launch a variety of “ To old change new ” service , To activate the stock market .

firstly , It relies on strong logistics supply chain capability , It has launched the new machine and the new machine 1 Hourly service , Avoid the awkward window period when consumers are faced with inorganic availability . In the past , The old is torn down and the new is given away , There are often two different trading links , This will inevitably lead to the replacement of the old and the new “ The gap period ”. In the latest version of trade in , Suning is in the refrigerator 、 The washing machine has been able to realize the synchronous completion of dismantling the old and sending the new , While simplifying the service process , It also creates a better service experience for consumers .

In addition to sending the new and dragging the old, the synchronization is completed , Suning also relies on its developed offline layout and strong advantages in logistics , A new machine 1 Hourly service , It greatly shortens the waiting time of consumers .

Second, with its rich SKU, Launched a cross category renewal service . In the past, trade in was limited to the same category , Consumers' choices are often limited （ For example, the washing machine can only be changed ）. Suning relies on its rich category advantages , It can be renewed across categories , Consumers' choices are no longer limited by category , Experience is better than ever .

Third, with its complete appraisal system and convenient financial payment ability , Realize a valuation difference payment . Compared with the previous complex process of selling the old machine before placing an order to buy a new machine , Suning Tesco relies on its good appraisal system and financial payment ability , Realized a valuation 、 Easy payment .

With many powerful advantages ,“ To old change new ” It has driven the rapid growth of many brand new machines under Suning . data display , Spring Festival 7 Days off , Suning Tesco 5G Year on year growth of new aircraft Online 121%, Offline direct doubling , Suning Tesco's sales of smart kitchen appliances increased 170%…… It is reported that , During the Spring Festival, Suning Tesco's mobile phone is a one-stop trade in , It has covered the whole country 120 Cities , Trade in orders have increased 89%.

Full scene services build the ultimate user experience

From the perspective of industry , Today's home appliance retail industry is no longer just a competition between buyers and sellers , It includes the offline supply chain 、 After sales service 、 Experience marketing and other comprehensive service strength . Standing on a new historical starting point , Suning positions itself as a retail service provider , And combine their own years of accumulation to build their own supply chain 、 After sales service and other comprehensive service strength are integrated , So as to create a better experience for consumers .

From Suning's own point of view , Whether it's a powerful online platform , It also covers a wide range of offline retail stores , It shows that Suning Tesco has the ability to serve users in the whole scene .

It is reported that , At present, Suning Tesco has more than in the whole country 1 Ten thousand stores , Including Suning square 、 Suning home furnishing store 、 Suning Direct stores and Suning retail cloud stores have various forms 、 Covering a wide range of offline businesses . With the help of these business forms and super technical strength , Suning Tesco has penetrated its tentacles into all aspects of the offline consumption scene , This powerful service capability is the result of Suning's long-term online and offline exploration , It's not done overnight .

in addition , Suning Tesco extends from retail to service , It can also be generated by the strong correlation between the two “ fission ” The effect of . such as , Consumers bought... From Suning Tesco 3C Home appliance , Suning Tesco can provide distribution for consumers 、 install 、 Maintenance and other one-stop services , While helping consumers to buy worry free, it can also create new value-added space （ Such as maintenance ）. All in all , Strengthen retail through services 、 Extend services through retail , Let Suning get more room to move .

Household appliances have entered the stock era ,“ hardcore ” Suning's industry imagination

As the household appliance industry enters the era of stock competition , The competition among home appliance retail enterprises has become more and more fierce , How to meet the market development trend and expand new space , It has become the key to the success of home appliance retail enterprises .

From the perspective of industry development trend , After years of “ Home appliances to the countryside ”, The domestic household appliance industry is ushering in a new era “ Renew ” cycle , The consumption gap needs to be filled . data display , A large number of traditional household appliances in China are entering the juncture of scrapping or overdue service , Only in 2020 In, there were... In Chinese households 1.6 Billion old household appliances have reached the safe service life , The demand for replacement is increasing day by day . In this context , Suning Tesco relies on “ To old change new ” The way , Realized the rapid growth of multiple categories .

From the consumer market , Consumers' consumption tends to be more and more high-end 、 Intelligent 、 Quality , It is facing the scenario of home appliance retail enterprises 、 The service-oriented ability puts forward higher requirements . say concretely , High end goods have a great impact on after-sales service 、 The requirements of distribution service are higher than ordinary products , Suning relies on its complete service system and rich SKU, It is being recognized by more and more consumers .

From a policy perspective , The state actively supports green consumption 、 Encourage household appliance enterprises to go to the countryside , It is also creating new household appliance consumption momentum , Create new historical opportunities for home appliance retail enterprises . Suning relies on its services 、 Comprehensive advantages in many aspects such as digital ability , It is expected to make greater progress in this historical opportunity .

In the past 618 Activities , It has also repeatedly proved that Suning Tesco has a strong ability to carry goods for household appliances . With 2020 Year of 618 For example, activities , Only last year 618 same day , Sales of Suning Tesco washing and drying machine increased year on year 154%, Sales of clothes dryers soared year-on-year 229%, The number of healthy air-conditioning products soared year on year 12.8 times …… Suning Tesco's strong ability to carry goods can be seen from this . With the further expansion of Suning offline retail cloud stores , In the coming 618 In the activity , Suning may be expected to release more explosive power and imagination .

writing / Liu Kuang's official account ,ID：liukuang110