The landing path of Suning’s smart retail
First, take the user as the center to do all the fine consumption scene
The value of smart retailing to the construction of consumer scenes is to make the scenes complete, refined, and secret, and to maximize the consumer’s mind, time and space. At the end of 2017, Suning released the strategy of smart retail development, and proposed the goal of “a total of 20,000 Internet stores in three years”.
(1) Layout a stereoscopic scene around the radius of the user’s life
Under the line, build a "two big one small and more specialized" smart retail business cluster. Among them, Suning Plaza and Suning Tesco Plaza are the main composite consumption scenes, carrying Suning’s smart retail technology application and experience innovation; Suning store as a connector to achieve consumers and goods "5 minutes" reachable, while Suning other businesses The segment is embedded in the offline market nearest to consumers; Suning Tesco Yundian, Red Kids, Su Xiansheng, Suning Sports, Suning Studios, Suning and other franchise stores to create quality consumption. Through multi-platform, multi-format scene combinations, Suning has formed the most complete consumer ecology in the retail industry. Up to now, Suning has a total of more than 5,000 Internet stores.
(2) Do a single store to improve the scene transformation
Refine the transformation of offline stores. In 2017, Suning Red Kids Store added more experience and consumption scenarios such as amusement, training and education on the basis of merchandise sales. The sales revenue and efficiency of the red-child maternal and child specialty stores increased by 42.15%. Suning Tesco Direct Stores increased sales management and sales by 34.90% and 34.18%, respectively.
(3) Open the membership system to achieve scene interoperability
It is the underlying demand for smart retail to open up the online and offline multi-scene membership system. The essence of smart retail is to always pay attention to users. The whole scene membership system can support smart retail from three levels: one is to obtain more user labels, improve user portraits from multiple dimensions, support personalized recommendation and precise marketing; The online and offline double-guide flow can not only distribute online traffic to offline stores based on LBS technology, but also guide offline users to online consumption through online category advantages. The third is to realize user full-cycle management and sell products. Extend to full-cycle services to nurture lifelong users. In 2017, Suning opened up the membership system of retail, finance, cultural creation, sports, etc., and realized the account of Suning Eco Member. Its super-member “SUPER VIP” product provided users with differentiated membership rights, which further enhanced user stickiness. As of December 2017, the number of Suning Tesco retail registered users was 345 million, and the number of APP monthly active users increased by 105.73% compared with the beginning of the year.
Second, transform supply chain decision-making methods and partnerships
In the era of smart retail, supply chain decision-making has evolved from a top-down “production → sales → use” model to a bottom-up “use → sales → production” model, and the value of the platform for brand owners has changed from channel to intelligence. Supply chain services.
(1) C2B customization with data capture user requirements
(2) Intelligent supply chain services empower partners
Third, the use of artificial intelligence, cloud, big data technology
Suning Smart Retail emphasizes the use of artificial intelligence, cloud, big data and other digital technologies to transform and optimize the retail form and business processes of offline entities, and promote diversified development and intelligent operation through industry extension.
(1) "Five wisdom" transformation of retail core links
(2) Cloud computing coordination eight business systems
(3) 200 data product support decisions
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