Zhang Jindong: The history of Suning’s development is a history of consumption upgrading.

Before you get home from work, the central air conditioner at home has set the right temperature for you; when you open the door, the soft lighting lights up in a timely manner, automatically sounds your favorite music; you need to control which appliances, you don’t have to go out in person, just need Shout, there will be a robot 'housekeeper' to help you get everything done, and your hands are completely released, lying on the sofa leisurely to soothe the tiredness of a day's work...

This is the imagination of Zhang Jindong, and it is also the wish of most people. Now with the in-depth development of smart retail, the imaginary scene is becoming a reality. Suning once again completed self-innovation, and once again met the demand for consumption upgrade. A Chinese retail history, half of Suning; every time consumption upgrades, industrial upgrading, Suning plays an important role in it.

First upgrade: Entrepreneurship begins with the liberation of consumer demand

In the early 1990s, the spring breeze of reform and opening up has spread throughout the land of China. When material needs are liberated, people have a yearning for material life, and the home appliance industry has ushered in development opportunities, the most typical of which is air conditioning. When the hot summer is coming The electric fan and the popsicle can't solve the heat, and the cooling machine is naturally 'hot'.

Zhang Jindong saw the business opportunity and resolutely quit his job. He made a total of 100,000 yuan. On December 26, 1990, he opened the first air-conditioner store in Ninghai Road, Nanjing, and named it Suning Jiaojiao. In the Near East, it is not just a 'selling' air conditioner, but a 'one-stop' service from purchase to installation to maintenance. This not only makes Suning win in the confrontation with the eight state-owned shopping malls, but also promotes the continuous upgrading of the home appliance industry. Under the pen.

Second upgrade: from air conditioning wholesale to integrated chain

At the turn of the new and old century, with the further increase in national income and consumption levels, demand-based consumption has turned to enjoyment consumption. Not only air conditioners, washing machines, televisions and other home appliances have been popularized among thousands of households. Chinese people are not new to home appliances. There are higher requirements for quality and category. Suning's chain of electrical appliances has emerged as the times require.

At this time, although the air-conditioning business is booming, Zhang Jindong still captures the potential consumer demand, not hesitating to 'second startup', cutting off 50% of the wholesale business, sacrificing the wholesale business worth billions, to the comprehensive electrical chain Retail transformation.

In 1998, Suning opened the largest integrated electrical appliance store in China's single store with the largest single store in Nanjing. The business was booming beyond imagination. Then Suning chain stores bloomed all over the country, and Shanghai, Beijing, Chongqing, Guangzhou and other major cities can see it. The figure of Suning.

Third upgrade: Embrace the trend to open the Internet transformation

In a blink of an eye, in 2009, the rapid development of science and technology gradually penetrated into various fields of social and economic life, breaking the limits of time and space, bringing unprecedented convenience to people's lives, and consumption patterns took the lead in welcoming change. Online shopping can not only People can buy all kinds of products, all kinds of products, and the price is very favorable.

At this time, Taobao has developed rapidly and become the largest integrated store in China. B2C e-commerce companies such as Tmall and Jingdong have also grown. In the following years, e-commerce has risen with lightning speed. 1. The news of shop tides, department stores and brand closing stores has frequently exploded.

In a controversial voice, Zhang Jindong decisively decided to 'change the strain', must be 'online', no room for negotiation! This opened Suning's Internet transformation path, Suning Tesco in 2010.

At this time, Suning was already the largest chain enterprise. At that time, the offline home appliance chain model was still in the leading era, but Zhang Jindong also felt the crisis and potential brought by the Internet. But Zhang Jindong is not only satisfied with doing e-commerce, but It is for Suning to establish a new development model of O2O that integrates online and offline. In Zhang Jindong's view, the Internet is only a tool, and the retail service is still 'experience is king'.

This time, Suning upgraded to create a successful model for the transformation of traditional enterprises, and laid the foundation for further promotion of China's retail and consumption upgrade.

Fourth upgrade: Smart Retail leads the consumption upgrade

In 2016, Ma Yun proposed that 'e-commerce is dead', Internet companies have entered the line and opened physical stores. In 2016, Xiaomi, the 7th anniversary of its establishment, officially opened the offline retail plan, and opened the line of 68 'Millet House' throughout the year. Xiamendian. Liu Qiangdong is shouting out, Jingdong will open a million convenience stores in the future.

Behind the active layout of many e-commerce giants, Internet traffic dividends peaked, online shopping users slowed down and customers became more and more difficult. In 2013, China's online shopping market grew at a rate of 42%, and by the end of 2017, it has fallen. To 29.6%. The growth of online retail traffic has encountered bottlenecks. People's consumption concept has shifted from the original price to the brand, quality and service, and has higher requirements for quality and service, and offline channels have revived.

Suning, which has a successful foundation for transformation, seems to be calm. In March 2017, Zhang Jindong officially proposed the concept of 'smart retail', dedicated to providing consumers with diverse and personalized products and services. In December of the same year, smart retail The big development plan was released, and by 2018, the smart retail has been fully implemented.

At present, Suning's two big, one small, multi-specialized retail scene layout has been formed. Suning's various stores include Suning Yibu Yundian, Suning Xiaodian, Red Kids, Su Xiansheng, Suning Sports, Suning Studios, Suning , Suning Tesco Auto Supermarket, Suning Tesco County Town Store reached 10,000, Suning stores cover not only the core business district, but also the community, county and town markets, so that consumers at different levels can enjoy the consumption upgrade. Benefits. Today, Suning has not broken out of the 'middle-age crisis', but has continued to ignite new vitality. The reason is that no matter how the times change, how consumption habits change, but Suning’s only product is 'service'. It has never changed, and it is always innovating to meet and even lead the demand for consumption upgrades.

In the innovation and refined operation of products and categories, Suning is also changing. In 2001, China entered the WTO, and the supply of goods was greatly enriched. Consumers have more choices. Zhang Jindong accelerated the pace of the national chain and continued to adhere to it. Do a good job of 'this core. From integrated electrical appliances to 3C development, from color TV to air conditioning, from electrical appliances to fast-moving, from mother to baby to intelligent hardware, Suning has been leading the industrial upgrading of consumer goods in all walks of life.

Zhang Jindong has always positioned himself as an entrepreneur. 'The past 28 years, for me, is a history of entrepreneurship, history of struggle, and a history of development, history of innovation. 'China's new consumption upgrade is going on Among them, Suning has once again become an important promoter of consumption upgrade.