Recently, the famous comedian Jia Ling signed to fight Suning buy, Shen Teng become after another official spokesperson. Why sign for Jia Ling, Su Ning, general manager Zhang Kui said the fight was purchased: Jia Ling acting superior, appealing to viewers excellent, approachable, dare to dream Ganpin personality, and Suning spell purchase "worth the fight, golf value" philosophy coincide.
First, the new map of the whole retail scene, Suning to fight the first anniversary of purchase
1, link urban and rural areas, help the consumer to upgrade
Mission mode has become common practice in the fight of the moment, the fight Suning to buy its unique advantages quickly became the "net red." Suning to buy APP fight in July last year and last month line, available on a sought after consumers. August 8, 2018, the day of the establishment of Suning Gang "fight purchase 88 Day", to achieve 5 million single transaction, after three months' 1108 super fight purchase Day ", but orders jumped to finish 2000 single . This year's May 88 fight purchase, is to become consumers rush shopping spree, turnover is expected to reach new heights.
Suning spell purchase is so popular, the reason lies in its unique "link urban and rural areas" advantage. Suning Suning fight purchase with the channel edge accumulated over the years, follow the trend of consumption in the domestic market, while the original "exclusive" to fight the city's shopping service to low-tier markets, on the other hand turn rural gathering and manufacturing of products transported to the city. With "package hills sea" approach to city marketing authentic products, as well as a two-way process of promoting links branded products in the countryside, Suning spell purchase both as a driving force of consumption upgrade, but also gain a huge development dividend.
2, living close to the user, to build a full retail scene
Consumers generally buy the favor of the fight against Suning, close to the user life scenes of intimacy but also from its.
As the spokesman Jia Ling said, Suning will fight purchased in the hundreds of millions of users solve the "what to eat three meals a day?", "What snacks to eat supper?" Questions of life such ground gas, but also bargain with the group every day , invite new groups, lottery groups, and many games are played and explosive product allows users to enjoy the benefits. This is the president of Suning Tesco Houen Long on 818 conference emphasized "the whole scene Retail" concept - for a thorough reform of retail formats, so that consumers at any time, any place can be achieved on any platform Suning service requirements.
July 25, Jingdong announced the fight purchase access "micro-channel - Discovery - shopping", docked social traffic, allowing users in a familiar social environment, just simple steps to turn the fight convenient and efficient shopping trip, further improve the whole retail scene layout, but also closer to the daily needs of the user.
Second, the new spell enabling Suning to buy "fight fight factory" work together to jointly tap the business market sinking
1, Low + genuine, available way to win the fight suning
Throughout the current market structure, including the fight a lot, Taobao, Jingdong, the major electricity supplier platform, have invested a lot of resources to fight the layout of shopping areas, but the fight was purchased in Suning consumers reputation was unique. The reason is simple, Suning to buy a good fight build a "cheap" and "genuine" bridge between the demands of this dilemma.
The past two years, the fight shopping patterns although popular, but consumers often complain that some purchase on the platform is full of fight, although cheap, but quality is the lack of security products, this problem greatly influenced the shopping experience, but also caused a lot of complaints and contradictions. Suning early this keenly aware of the drawbacks, and customize the reverse under the guidance of the concept in advanced C2M, to achieve a "guarantee quality from the source," let's fight to buy cheap, authentic and high-quality supply chain "fish and bear palm have both "so that customer satisfaction improved.
2, C2M reverse custom, Suning "fight fight factory" quality control program from the source
The so-called reverse C2M custom, is Suning with their own big data platform and AI technology, manufacturing enterprises preferred to open large data resources, so that manufacturers the ability to detect trends in consumer demand, and accordingly R & D, design fit the user demand for products. This approach, on the one hand to the maximum to meet market demand, on the other hand, also made the fight Suning purchased by "source custom" mode, to protect the quality of the product fundamentally.
Suning spell C2M reverse purchased customization impressive results, 2019 also launched a "fight fight factory" program, through the selection and quality to meet international standards OEM manufacturing companies, large data to guide the production cooperation, to provide consumers with high quality low price products. In the first half, "fight fight factory" has partnered with 40 factories, 90 models hatch customized merchandise sales reached 20 million, the average customer price 60-70 yuan.
3, build brands, delegate to fish, Suning to fight for the purchase of power plants arising from the restructuring
Suning purchased fight "fight fight factory" plan, offer consumers low price + Genuine benefits, it is also for the majority of manufacturing companies provide a strong impetus transformation and upgrading.
Adding "fight fight factory" plans many manufacturers, are long-term participation in the international market of high-quality OEM factory. They are currently faced with upgrading and transformation, generally have a strong demand for the development of its own brand. However, due to lack of market resources, does not have the touch of a wide range of low-cost channels to consumers, this transformation process is very difficult.
Suning purchased fight "fight fight factory" program, full use of Suning big ecological advantages in terms of publicity and the media, to help these companies get a great brand exposure; the same time through big data analytics, user generated portraits and consumption data, so scientific enterprise product development and marketing; and by tilting and resources flow to help enterprises enhance operational electricity supplier level. Generally played the role of "Give a man a fish". Let these manufacturers quickly realized the brand, market promotion.
By the end of this year, "fight fight factory" plans to complete cooperation with the 500 manufacturing companies, is expected to reach 10 billion annual sales, it has become an important manufacturing plant transition to promote the power of brand management.
Third, to seize the sinking market, to build a new engine of growth
1,6.18 million consumers, sinking market poised to take off
In this year's business, Suning to buy great emphasis on the fight against three hundred forty-five sinking line market, to seize the traditional electronic business platform long enough to pay attention to market space. According QuestMobile released this year sinking market report shows that as of the end of March 2019, mobile Internet users and third-tier cities in the following scale up to 618 million. According to the Institute for Industrial Business "issued 2018--2023 purchase electricity providers in China to fight the market prospects and investment opportunities research report" shows that the number of users to buy electricity business platform to fight the 2020 will exceed 500 million mark.
618 million, 500 million, two huge figures indicate, sinking market poised potential.
2, signing Teng Shen, Jia Ling, Su Ning purchase scramble to fight "young town" to create the sinking market "new engine"
The sinking of a huge market for consumer groups pursuit of a better life, the achievements of the rapid development of Suning spell purchase, and will continue to bring more room for growth.
During this year's 618 big promotion, Suning made the whole channel orders up by 133% year on year large FMCG dazzling performance increase of 245%. Among these, the sinking market, "small town youth" group contributed purchasing power can not be ignored. Suning in the lessons noted that traditional electricity supplier for the town Youth purchasing power or "underestimate" the. Suning fight Despite 3000 buy cloud Suning retail shop, for three or four lines market share and customer penetration has broken the 50%, but they are not satisfied with this outcome, the future will further increase investment in low-tier markets efforts.
Recent signing Teng Shen, Jia Ling official spokesperson for the initiative, it fight Suning purchased compete for "small town youth" group of important action. Shen Teng Jia Ling and are acting superior, won the audience favorite trend figures, they are not only very friendly, but both have dreaming, I the courage to pursue a better quality of life. Such personality traits, and three or four lines of "small town youth" are very prone to emotional resonance. They trust to fight Suning to buy, it is also "small town youth" who realized consumption upgrade, upgrade the quality of life the best platform.
Have their trust and support, Suning to buy the fight to build a new growth engine sinking market, we will have a more ample power.
