During August18, from clear strategy to business landing to credit enhancement, the favorable information of Suning.cn was released one after another. Suning.cn 818, based on its own advantageous supply chain, all-round resources and all-round combat effectiveness, has joined brands and partners to achieve new breakthroughs in business operation and customer service from cities to counties and towns, and fully implemented the new strategy: to be a good retail service provider, strengthen the supply chain and improve the operational quality.
Do a good job as a retail service provider: the retail cloud accelerates the entry into the home and repairs the dual track.
Suning.cn has been deeply involved in the retail field for more than 30 years, and has a complete "combat system" and rich "ammunition boxes". In recent years, Suning.cn has been upgraded from a retailer to a retail service provider, exporting its own brand, supply chain, technology, logistics, finance, operation and other resources. As a model of retail service providers in Suning.cn, after four years of rapid development, the retail cloud is about to enter the "10,000-store era", which means that the strategic landing of retail service providers is accelerating.
On August 1 1, Suning.cn said at the fourth anniversary conference of the retail cloud that the retail cloud has advanced into two new tracks: overlapping the household categories of counties and towns, launching the "home appliances+home" model shop, cutting into the urban quick repair business, and launching the quick repair shop integrating services and commodities such as maintenance, recycling, film pasting and digital fashion, so as to further accelerate the reuse and grafting of the retail cloud model.
During August18, super 1800 brands such as Midea, Haier, Hisense, Chivas Regal and Xilinmen continued to break out in county and town markets. From placing orders to selling goods, retail cloud bosses have shown great enthusiasm and achieved remarkable results.
8 1 1 Trade Fair data show that air conditioning, ice washing, color TV, kitchen and bathroom have grown strongly. Changhong's sales increased by 593%, and Little Swan's sales increased by 100%. Sales in Hefei and Chengdu exceeded 40 million, and sales in Shanxi exceeded 25 million.
As of August 18 18: 00, the sales of retail cloud home products increased by 500% year-on-year, the sales of Vantage increased by 460% year-on-year, and the sales of Martian integrated stoves and Whirlpool dehumidifiers increased by 360% and 350% year-on-year, respectively. Explosive small household appliances are sought after, and the sales of Coffey hair dryers and razors have increased by over 10 times year-on-year. Midea, Haier and Whirlpool are the three most popular brands in this town. Juck Zhang, a retail cloud merchant from An, combined traditional push with online live broadcast and short video, and the store sales reached 654.38+0.04 million.
Strengthen the supply chain: tamp down the 3C moat of household appliances and expand the category of home improvement.
This 8 18 focused on "home scene", and Suning.cn accelerated the construction of an integrated development pattern of "home appliances+home", integrated resources, improved efficiency and started a new journey of high-quality development.
On the one hand, cooperate with Haier, Hisense, Midea, TCL, Xiaomi, Gree, A.O. Smith, Boss, Tai Fang, vivo and other head brands to strengthen the moat of 3C supply chain of household appliances; On the other hand, we will cooperate with home improvement brands such as Zhihuashi, Xilinmen, Yuexing Home and Gujia Furniture to strengthen resource coordination and expand the home improvement supply chain.
Suning.cn: In August1-August 13, Skyworth, Haier, TCL, Midea and other brands successively launched Super Brand Day activities in Suning.cn, giving strong support to Suning.cn in terms of sources and price concessions, and releasing a variety of new products and customized models in Suning.cn, which greatly consolidated Suning cn's commodity supply chain.
At 0: 00 on August 15, the outbreak period of August18 was fully launched, and the new products and explosive products of major brands "competed for each other" and constantly refreshed their sales data. The battle report shows that during August18, the cumulative sales volume of vivo system was 45,000 units, Huawei P50 series was sold out in 60 seconds on the day of reservation, and Xiaomi MIX4 new product was sold out in 3 seconds. As of August 18, 1 1, B2B sales reached 65438+29 million.
In addition, Suning.cn 818 has increased cooperation with more than 1000 home improvement brands, upgraded Love Home Alliance 3.0, and built a four-in-one decoration service link of "home appliances, home, home improvement and home improvement services" around five major home scenes, such as living room, kitchen, bathroom, balcony and bedroom, further opening up members' resources and bringing traffic conversion.
The data shows that during August18, Suning.cn Ai Jia Alliance 3.0 has accumulated more than 500 landing activities through various forms such as group buying, community expansion, live scenes, community marketing and online promotion. At the same time, in conjunction with Midea, Hisense, Haier, TCL, Skyworth, A.O. Smith and other head brands, nearly 100 events such as antique pop-up shop, new product trend exhibition, and national goods street were held, and fresh gameplay led the consumption boom.
Improve operation quality: revitalize scenes and user resources and improve service quality.
During August18, Suning.cn integrated all scene resources, revitalized user traffic, continuously upgraded user service guarantee, and further improved operational efficiency.
Online, Suning.cn main station cooperates with community marketing methods such as WeChat applet, Suning Twitter, Su Xiaotuan and live broadcast with goods to reach users, stimulate users' willingness to consume and promote sales transformation.
According to the official data of Suning.cn, as of August 18, the daily sales of Deborah multifunctional pots promoted by the community exceeded 2.6 million yuan, creating a new peak in the daily sales scale of small household appliances. Lin's wooden furniture flagship store has achieved a three-fold increase in the number of buyers through the push channel, which is twice that of last year, driving the brand sales scale and growth rate to rank first in the category. The number of live viewers of beauty activities exceeded 6.5438+0.6 million, and the single-day sales reached a record, and the sales of head brands increased significantly. In the community sales list, Miaoke whole milk, Paris Water and AirPods Pro achieved year-on-year growth of 14952%, 279 1% and 1756% respectively, and won the third place.
Off-line, Suning.cn opened a new situation of store drainage transformation with "eighteen martial arts".
On August 17, Suning.cn Shanghai Wujiaochang Store and Shanghai Fengxin Pudong 1 Store both achieved a one-day sales breakthrough of100000! Among them, Shanghai Wujiaochang Store has successfully broken the market of accurate customer acquisition by analyzing the customer portraits in the whole scene and planning dozens of schemes in multiple dimensions. In order to expand new customers, we launched new customer welfare activities such as "one yuan purchase" on the platform, and successfully recruited 3700 new customers by visiting the community and inviting them to the store. On that day, the store sales reached 3 million, and the conversion rate was 80%. In view of the whole house customization needs of new community users, Shanghai Wujiaochang Store and local soft-mounted companies jointly launched home appliances and home model houses. The immersive scene experience promoted the conversion rate to 50% and the sales reached nearly 2 million.
In addition to revitalizing scene resources and user traffic, this year's 818 Suning.cn comprehensively upgraded user services in view of pain points and difficulties. Refrigerators and washing machines can enjoy one-stop trade-in, and air conditioners, color TVs and kitchens can be delivered to your door at the same time. We made an appointment for more than 80,000 users caught in the epidemic situation in Henan Province, and completed the free clinic service for 65,438+10,000 household appliances. In terms of logistics, the service scope of "large-sized and safe-packed" exceeds 33 1 city. At the same time, Suning.cn Logistics Green Channel directly delivered thousands of color TVs and air conditioners to Nanjing Emergency Center, fire rescue station and other places under the epidemic situation.
As the first big promotion after the three strategic paths were defined, this year's 818 Suning.cn not only condensed internal forces, but also combined with external forces, * * * twisted into one strength, which made a good start for the implementation of the new strategy.