Following yesterday's media reports Suning built large appliances, big fast, smart digital 3C, home life of the four major business groups, online today, Suning Yi Tesco vice president, head of household appliances business Fan Zhijun an internal letter. In this letter, Fan Zhijun bluntly, if you want to make a deadline for the price war, that is, 365 days, every day to fight; also talked about, in the face of a huge market, we must always look on the user's body.
Fan Zhijun these remarks may be a bit radical, but in my opinion, the current Suning and Lynx are strategic partners to price war, the United States has long been overwhelmed, it can only be Jingdong, and Suning and Jingdong appliances tug of war have been Lasted for several years.Fan Zhijun remark re-obvious, however, that is to fight Jingdong, Suning from the tug of war both sides to get out and stabilize their leading position in home appliances channels.
So, Suning by virtue of what the tug of war? In fact, Fan Zhijun this internal letter, has disclosed a lot of information.
Appliance iteration and channels continued to sink Fan Zhijun talk about 'race point card bit'
Fan Zhijun said in an internal letter Suning appliances to the current race point card bit.
According to the current trend of the home appliance market, humane and intelligent appliances are favored by consumers. More and more products such as smart TVs, smart refrigerators, smart washers, smart air conditioners and the like enter each household, that is, the current whole Appliance consumer market in a product upgrade iteration of the moment.At the same time, 34 home appliances market in the city is further sinking, there is still a lot of room for development.
These two aspects, for Suning is undoubtedly the most favorable news.According to iResearch consulting report, during this year's double 11, Suning's high-end home appliances accounted for the highest proportion of the industry channel, a lot of brand explosion products Suning channel Accounting for more than 60% or even higher; and according to industry statistics show that starting in the Suning new high-end home appliances in more than 90% .This is a product upgrade performance.
In the channel, the appliance market is sinking further, and Suning Holdings Zhang Jindong not long ago also talked about the layout of 20,000 offline stores by 2020, to further play Suning's offline advantage, the tentacles into the forefront of the market , While Suning's online service also extends deeper.
In addition, the trend of consumer upgrades, consumers are not only concerned about the product, but including experience, sales, logistics, services, etc. a full range of upgrades. Suning's current push 'smart retail' is to maximize play The advantages of double-line integration.
Focused focus on creating industry service benchmarks for users and partners
The above mentioned, can be understood as Fan Zhijun said Suning 'race point bit card' has the advantage .Although these advantages exist, but Fan Zhijun 'pride' seems not enough, but from its internal letter of view , But has its own elaborate layout.First, the face of users, it refers to 'service is Suning's only product', spoke of 'from the pre-sale appliances design, to rent and sale of new shopping models, the sale of users of the trial Experience, after-sales service to send peacekeeping, must be full consumption of household appliances full link service every detail as the industry standard.
This looks for the user side, in fact, also contains another layer of meaning, all the time, have regarded Suning Appliance standards as the highest standard of the entire industry, not only for service users, but to create a service benchmark for the entire industry. In the author's opinion, behind this discourse is quite confident.
But in the final analysis, Suning's appliance channels alone are not enough, which is the result of more than 20 years of deep cooperation with many brands.Fan Zhijun mentioned: 'Suning smart supply chain, based on the open data directly connected and set up In the meantime, through our mode, all kinds of problems in the industry will not happen on our platform. "
Can be understood as the face of users, the face of partners, Fan Zhijun on behalf of Suning Appliance at the same time set a pride and place. Not only that, in the face of competition, but also put forward 'price war to fight 365 days' talked about the appliance retail industry, In addition to Suning, there should be no other name.
So proud to export, in accordance with the practice of users now, we must ask, why Fan Zhijun so hard? If you know what happened, all relieved. As early as 2002, Fan Zhijun led Suning into Beijing, Suning at the time No foundation, and 9 years later, Suning won the Beijing appliance market first; then Fan Zhijun was transferred to the headquarters to build marketing center; 2012, when the real estate retail reform, set off again in Shanghai .To be Fan Zhijun this People belong to Suning to open up the territory of the Territory Dailili.
One for Suning to open up the top executives, then return to headquarters in charge of large appliance business group, I am afraid next, 365 days of price war is not to talk about it!
(Attached below Fan Zhijun internal mail original)
Dear friends:
A long time!
Returning to headquarters a few days, it ushered in a rare heavy snow in Nanjing, as the saying goes Ruixue Zhao Feng, this is a good sign.
Group recently established a large household appliances, home life, fast consumer, intelligent marketing module of the four marketing group 3C, very pleased to be with you in the next days do a good job in strengthening our large household appliances group.
I would like to use these three key words to explain some of my ideas.
Race point card bit
At this stage, the development trend of China's home appliance industry steady and promising, there are forecasts that the overall market for home appliances in 2018 will exceed 2 trillion yuan worth noting that it is noteworthy that in 2018 the domestic appliance market is not calm, personally think that the industry or Usher in three major match point opportunities:
First of all, with the development of technology, humanized and intelligent appliances will be more popular nowadays, the rapid development of technologies such as blockchain, internet of things and artificial intelligence has led to the development of a series of smart home appliances such as smart TVs, smart air conditioners and smart washing machines Popularization, the inflection point of the era of smart appliances coming, it is bound to promote the iteration of consumer electronics products.
Second, the real estate industry, such as renting and selling the same rights and going to inventory, boosted demand for home appliances.Under the influence of policies, the same rights to rent and sell properties, the rise of the real estate leasing market, and the de-stocking strategy in the third and fourth tier cities have the demand for domestic appliances Strong consumer spending further stimulus.
In addition, the advent of the era of consumer upgrades, the quality of experience weight.With the escalation of consumption, consumers pay more attention to home appliances not only price, technology and other factors, but also on product quality, user experience, service, sale and other aspects put forward higher requirements.
It can be said that the upgrading of smart products consumption and our smart retail model is the perfect match, pure online mode, pure offline mode will be their limit in 2018. At the same time seize the industry 'match point' moment is to win this year key.
Do not forget the beginning of heart
We have to focus our attention on the user forever, in the face of a huge market, we must first emphasize or service.As the chairman said, as long as Suning adhere to 'service is the only product Suning brand' heart, 'good' is Suning Fading brand positioning.
At present, the Group has transformed itself into a smart retail market, which will bring users a big scene-based consumer experience. From pre-sale appliance design to new shopping modes such as renting and selling, trial sales of users who sell, and after-sales service to Anwei And so on, we have to make every detail of the whole service of home appliance consumption the standard of the industry.
Face competition
With our partners, open sharing of the supply chain is particularly important, open to be enabled to become a clear sign of the Suning smart supply chain, based on the open data directly connected and build super in Taiwan, let our platform as a partner of the core business Workbench.At the same time, through our model, various problems in the industry will not happen on our platform.Trade costs, reduce inventory levels, shorten the delivery cycle, which is our daily business must To do real work.
Appliance channel industry has experienced numerous new and old, Suning Appliance in the development of more than 20 years on the road encountered so many opponents .In fact, for competition, I was welcome from the heart.Whether a car ran fast, is Because there are more unpleasant cars on the road, so when it comes to retail appliance industry, in addition to Suning, there should not be any other name.
Two days ago I saw a news on the Internet that the price of Siemens appliances, I think this is a good thing for consumers to provide cost-effective products is necessary, the price war in the home appliance industry is an eternal topic. I'll give our price war to do a deadline, that is, 365 days, every day to fight, who hit tired, you can rest, for another person!
But did not stop the moment!
Ladies and gentlemen, in such an era, we must move forward with no questions in the West, and people often say that three new fires have been appointed by the new official. From now on, this first fire, we must burn together!
Fan Zhijun
January 29, 2018