Fighting with JD.com and trying to get ofo to join, how will Suning play its 8.18 Shopping Festival amid the smoke of gunpowder?

8.18 is Suning’s most important annual promotional festival. It was originally the anniversary of Suning.com, but now it has developed into an annual shopping festival. Tmall has Double 11, JD.com has 618, and Suning’s highlight is 8.18, which is Suning’s own festival.

Every time I attend Suning’s press conference, I can feel their pace of upgrading. I guess you have seen from press releases from all walks of life the dazzling promotional offers of Suning on 8.18, with Yang Yang as the experience officer, big discounts in various categories, omni -channel , etc. But, what do you think of this 8.18 festival? What are the highlights this year? I will capture a few key words and highlight the key points for you:

About two years ago, also in August, at Suning’s annual summer festival dinner, Zhang Jindong told the media that our logistics business was the earliest and the investment was the largest. We have invested hundreds of billions of yuan over the years. Our Shanghai headquarters warehouse is several times larger than theirs (JD.com) in terms of both area and order volume, but they dared to call themselves Asia No. 1 because our logistics business was not well publicized.

After holding it in for so many years, Suning’s Tiantian Express has now been discontinued by JD.com, and in the name of poor service. This is something Suning cannot accept in any way. I invested earlier than you, my investment is larger than yours, and I have more couriers than you, but you drove away my Tiantian Express in the name of poor service. I guess no one can stand it. What's more, this matter has been constantly magnified by the media. For Suning, this public opinion war must be fought!

Of course, everyone has their own opinions on who is right and who is wrong, but Suning wants to take this opportunity and build on the momentum of the 8.18 Shopping Festival to fully demonstrate its logistics advantages.

Suning's logistics and distribution are indeed what Zhang Jindong called "suffering in silence." They have done a lot of things, but very little of them have been made public. The main reason is that they are not good at creating concepts. They are not good at logistics coverage, distribution efficiency, smart logistics practice, and building the most complex logistics and distribution system in China. In fact, they have done a lot of things, but the outside world does not know much.

So this time, they also created a new way of playing, called 828 Courier Day, to show their importance to couriers. It is reported that they have as many as 100,000 couriers, and they will also provide couriers with a series of benefits such as travel and paid leave.

This is the right thing to do. Whether it is e-commerce or new retail, the key link is the delivery by the courier. Suning also needs to establish a new set of industry standards in the express delivery link to surpass the general industry standards of twice-a-day delivery or same-day delivery.

I hope that during the 8.18 Shopping Festival, the public will be able to feel the power of Suning’s 100,000-strong couriers!

"Hanging a banner and shouting a slogan in someone else's store is not called omni-channel. They don't have offline genes." Hou Enlong said that Suning.com, which has dual channels, four platforms, and 4,000 020 stores connecting both lines, is called omni-channel, allowing shopping to go up and down and jump with one click.

Once again, they have started cross-border collaborations with ofo, Changba , Migu Music, KFC , and Ele.me , leading the industry's carnival in travel, entertainment, food, and other aspects.

In the past, we didn’t know that shared bicycles could also participate in shopping festivals. For example, by riding to Suning stores, you could get so many coupons.

In fact, the emergence of shared bicycles has had a huge impact on e-commerce, because people's offline lives have become richer and they have more opportunities and it is more convenient to go to stores. Suning, ofo and Ele.me belong to the same system. Their cross-border scenarios will definitely bring different ways of playing.

The upgrades of these channels are all very different. For example, the car supermarket. I just heard last month that Suning was going to open a car supermarket and actually sell Maserati. I was very puzzled. But in fact, the automobile industry, including the automotive aftermarket, is a huge 2 trillion yuan. The future automobile industry must rely on increasingly comprehensive and efficient services to win. A single channel will probably lag behind. Therefore, Suning has a great opportunity to use its comprehensive business format to shape the service system of the automotive aftermarket.

The author of this article @调戏电商 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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