Analysis Of Suning.Com'S 400 Million Goal Of Being Popular

It's the cost of spending more than 400 million yuan to win the children.

The question is, what is the purpose of suning.com's acquisition of red children? Is it necessary to seize the sales channels for mothers and children? Do they promote sales of their digital appliances or do they have to take the path of integrated e-commerce? Maybe there are three possibilities, but the author suggests that we should take the first two steps.

At last suning.com could not sit still, and finally took the red child with great value.

What a big price? 66 million dollars, almost 400 million yuan, it can be said that the price is not large.

Who is a red child? China's largest mother and baby website is also.

although

In 2011, sales volume was 1 billion 500 million yuan, at a loss, but it is still in the maternal and infant industry B2C first position.

What does Su Ningyi buy for the red children of mother and infant? We must not exclude Suning's efforts to seize the channel of selling electricity from mother to child. After all, the money of the children and mothers in the world is better, and the user base is huge. Maybe the profit is higher than that of the digital home appliance.

Think of it, which baby family does not care about their own small life? It's not expensive. But to ensure quality, especially milk powder and so on, let many parents worry more about the quality of mother and infant products.

For suning.com, taking away the red children is still a treasure, because its "Sammy real fire" is still in the field of maternal and child business. The key is whether it can make its "San Mo true fire" exert greater power and make its sales performance grow rapidly. Especially after the Logistics Department of red children will be included in suning.com logistics system, can we improve the efficiency of logistics and reduce the cost of logistics.

What we need to think about is that suning.com's popularity is definitely not only for the sale of mother to child electronic business, but to some extent, it will indirectly promote the sales of digital household appliances, because the concept and experience of red children's operation team will have a positive impact on suning.com digital home appliances.

Looking at the digital home appliances website, there has basically been a "five leading" pattern, including Jingdong mall, Yi Xun, new egg, Gome online shopping mall and suning.com.

It's just that the situation on different websites is different.

If the eligibility of Jingdong mall and new egg is relatively old in the digital home appliance business, several other companies are investing in or investing in mergers and acquisitions. For example, Yi Xun has been on the side of Tencent, while Gome has taken the company into the arms, which has led to an increase in their skills.

At this point, suning.com may have felt the pressure.

In the previous electricity price war, suning.com and Gome fought against tiptoe with Jingdong. Although some behaviors were questioned by consumers and regulators, the competition was fierce.

In such a fierce competition, only rely on abundant capital and strength to speak.

In sense, Suning's capital is relatively strong, and 4 hundred million went out in a loud voice. Of course, they want to change their strength. At least in the field of digital home appliance business, they need to rely on M & A.

Of course, the red child's participation is mainly indirect support for its digital home appliances sales, which can not have a significant impact in a short time.

The bigger ambition of suning.com is to take the road of integrated e-business, which can be captured by Sun Wei Min, vice chairman of Suning Appliance (002024, stock bar). He said recently that suning.com has decided to synchronize the merger and acquisition with its own development on the first day of the start, and to speed up Suning's electrification is a direction choice for suning.com's acquisition.

Think about what is "de electrification", that is, to expand the sales area from electrical appliances to more other areas, that is, to take the road of integrated e-commerce.

In fact, this is also the practice of many e-commerce websites.

From the original digital home appliance business, Jingdong mall has long been pformed into a "all have" comprehensive e-commerce website.

Hat stores and other goods, new eggs

There are all kinds of cosmetics, food and so on, and even yell out the slogan of "the world's leading online shopping mall".

Although he claimed to be the first gateway to China's home appliance online shopping, he was also selling clothing, cosmetics and food.

How does this make suning.com sit?

Look at other well-known e-commerce providers, not only sell other things, but also sell digital home appliances.

You see the original sales Books Dangdang, Amazon China, has already become a comprehensive category of electricity providers, shop No. 1, and so on, needless to say, even the fans are expanding in various directions, and even opened the mall, including digital home appliances.

Perhaps sunning is not to think this way: why can't you encroach on other people's territory when others are grabbing your field?

However, it is still necessary to remind the e-commerce website including suning.com, although the comprehensive electricity supplier is good, its own characteristics are still important.

This is similar to China's urban construction and university education, and the appearance of big and uniform has already made them lose their own characteristics.

You know, consumers can't remember so many brands in their heads.

However, from this perspective, suning.com can think of another way when it comes back to the red children: the main purpose of digital home appliances and maternal and child products, but not necessarily in full swing.

Taking these two roads, maybe suning.com can get real gold and silver.

If the stalls are spread too far, they may be too distracted.

I hope that suning.com can think twice before thinking twice.