Lenovo's new flagship product 710S supports 418. How does Suning create Double 11 in the home appliance 3C field?

"We will take the exclusive launch of Lenovo's annual flagship new product 710S as an opportunity to give full play to the advantages of Lenovo and Suning in products and channels, and launch star products and trendy hot products that users like through C2B reverse customization + exclusive launch. At the same time, in the upcoming 418, we will create a new product launch platform for the entire home appliance 3C industry." On April 7, at the "Lenovo 710S Suning Launch Ceremony", Suning Cloud Commerce COO Hou Enlong expressed confidence that he would make 418 the "Double 11" in the home appliance 3C field.

This is just as we feel, Double 11 has become the biggest shopping carnival for Chinese consumers, so is it possible for Suning to make 418 the main venue for Double 11 in the home appliance 3C field? From what we know, this may really be more than just a slogan.

Hou Enlong, COO of Suning Cloud Commerce

Time: a special time point for clearing out inventory and opening the new year

First, April is an intriguing node for the home appliance industry. During the interview, Hou Enlong particularly emphasized the importance of time. "In order to make way for new products, April is the time to clear out a large number of home appliances." April of each year is usually the time when home appliance prices are the most reduced, and consumers with relevant needs can get considerable benefits from it. To a certain extent, the price factor determines that there is a larger potential market behind this time point.

On the other hand, April is also the beginning of a new fiscal quarter. From the perspective of the entire home appliance 3C industry, after the end of the first quarter, many manufacturers are watching the market trends, such as unit prices, mainstream products, etc. Therefore, the new products in April are not only released at a high density, but also have a guiding significance for subsequent trends.

Geographical advantage: unique channel advantage of online and offline integration

Futurist Kevin Kelly once said that the integration of online and offline is the development trend of e-commerce. In terms of offline channels, Suning, which started as a retailer, has a natural genetic advantage, which is of key significance for high-priced products such as home appliances and 3C.

Yin Jing, President of Tmall Electric City

"Some aspects of the product's features cannot be well displayed online, for example, I know how much force is needed to open a refrigerator door." Yin Jing, president of Tmall Electric City, gave a vivid example. Suning's offline service just makes up for this shortcoming.

At the same time, Suning will also launch novel offline promotional activities. Hou Enlong said that last year, Suning introduced offline interactive game experience, and during the event, the sales volume of products doubled compared to usual. In addition, consumers' needs for guidance, installation, and debugging after purchasing home appliances and 3C products can also be met offline.

Starting this year, the product delivery and after-sales issues that consumers are concerned about can also be solved through Suning's offline channels. It is reported that Suning will complete the construction of a backbone network of at least 39 cloud store after-sales experience centers covering 30 provincial capitals/municipalities on the basis of 191 after-sales service centers and 5,500 after-sales outlets nationwide. On the basis of having 5 million square meters of logistics storage area and 660 urban distribution centers, another 50% of suppliers are invited to join Suning's logistics open system and share Suning's logistics services. Lenovo and other brands can rely on Suning's professional experience in the field of home appliances 3C, the country's perfect logistics distribution and after-sales service capabilities, and the scale advantages of large-scale centralized procurement to greatly improve the efficiency of the supply chain and ultimately benefit consumers.

Renhe: High-quality supplier group & "three links" strategic cooperation with Tmall Electric City

Of course, whether online or offline, high-quality products are always the cornerstone of channel development. In this regard, Suning has already reached an exclusive strategic cooperation agreement with major brands in various categories such as computers, mobile phones, color TVs, air conditioners, refrigerators and washing machines for 418. Hou Enlong revealed that during the entire 418 period, about 20-30 types and 5 million units of products were released through Suning channels.

It is learned that in addition to the launch of Lenovo's annual flagship new computer product 710S, a number of new water heaters and air conditioners from Haier, Midea and Hisense will be sold exclusively at Suning.com; new products in the 3C field such as Huawei P9, Samsung S7, OPPO R9Plus will also choose to be launched on the Suning.com platform; and popular products such as the DJI Phantom 4 drone and JIMU Robot will be exclusively available at Suning.com during the 418 period.

The "three links" strategic cooperation advantages of Suning and Tmall will also be fully reflected in 418, namely, product link, membership link and service link. Suning and Tmall will share and synchronize information in these aspects, and rely on the comprehensive integration of the four channels of the Maoning dual platforms to customize a series of products with strong consumer demand.

Bai Peng, Vice President and General Manager of Lenovo Notebook Business Unit

The launch of Lenovo's annual flagship new product 710S can be said to have brought a gorgeous opening to the 418 shopping festival, which may also indicate that it will become a model of the home appliance 3C carnival. On April 7, 710S will be simultaneously available in Suning stores, Suning.com and Suning.com Tmall flagship store. Relying on the large amount of online traffic resources of Suning.com and Tmall, combined with the offline channel advantages of Suning's 2,700 stores, and the coverage of Suning.com service stations in the third and fourth tier markets, consumers of ideapad Lenovo's annual flagship new product 710S can better obtain product physical experience, professional shopping guides, payment, delivery, maintenance and other comprehensive one-stop service conveniences.

The 418 e-commerce war is about to begin. As the first annual carnival feast, can Suning, which has the right time, place and people, successfully create a Double 11 in the home appliance 3C field?

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.