Retail Bigwigs Strive To Create A Business Circle To Grab Sites, O2O Mode Innovation Accelerates

After building the "cloud business" mode, the trend of Suning expansion is aimed at the life circle. After the acquisition of the network in January, Suning's long-standing local life service will achieve a breakthrough. Feng Xiaohai, general manager of Suning local life division, said that in the future, he will establish a local life circle within 3-5 km of Suning store, open up cooperation in different industries, and serve in restaurants and other service formats.

　　 make Trading Area

Feng Xiaohai, who is the founder of the network and the general manager of Suning's local life division, revealed that Suning's local life service will mainly be presented in the image of the full seat network. The full house network is developing a new version of App. The product will rely on the advantages of Suning stores and set up the local life service business circle within the radius of 5 kilometers around the store. The resources of nearby restaurants, hairdressing, hairdressing, fitness, leisure and other formats will be linked up with Suning stores to integrate the data and share data.

"In the future, consumers can only enjoy the discount with the Suning membership card only. They will also see the promotion of nearby shops on Suning wall. After the inter industry cooperation has been opened up, they can drain each other between merchants and Suning, between merchants and merchants, not only to enhance the user's stickiness, but also to get advertising opportunities to show each other." Feng Xiaohai introduced that, on the basis of the two sides' willingness, plans to cooperate with businesses around 30%-40% within the commercial circle, catering enterprises will account for a large proportion, and all kinds of businesses will form "online alliance" under the line, so as to achieve resource sharing in the region. First consider the pilot cities including Beijing, Guangzhou and Nanjing.

Guo Zhangyou, an analyst with Orville consulting, believes that the proposal of Suning business circle is a breakthrough for O2O in Suning, enriching the strategic connotation of Suning O2O and exploring the characteristics of local life.

　　 sustainable

Compared with the already mature group buying industry, the advantage of Suning business circle lies in its strong group ecological chain. Although the US group and the public comment can be combined with beer and skittles in the vicinity through App, the Su Ningyun network is now the platform for the full network platform, as well as the supporting facilities behind Suning Appliance, Tesco, Suning supermarket, Suning Internet and Suning finance. According to the latest data, there are 1583 stores in Suning (up to the first half). In the industry view, if every Suning store is expanded into a business circle through the Internet means, a sustainable business mode will be formed, and it is possible to open up a new situation of Suning O2O.

Feng Xiaohai said that based on the opening pattern of the electricity supplier, Suning's ecological environment will help the enterprises in the business circle to achieve sustainable development. Through the diversion of stores, the business level of businesses can be effectively improved. After introducing the supply chain of Suning supermarkets and department stores, the cost of businesses is expected to lighten the burden to a certain extent. The chain of economic interlocking helps to maintain the O2O ecosystem in the business circle.

From the perspective of Suning's expansion, Suning's tentacles are being extended step by step from the leasing of land to shops, to the creation of life squares, and to the surrounding businesses. In the view of the industry, sharing resources with merchants in the business circle is not only a manifestation of the open mind of the Internet, but also a way of risk sharing.

　　 O2O new path

Suning business circle is not the first case of electricity supplier. Last month, Ali and Hangzhou city government to achieve strategic cooperation, the two sides will create a future business area martial arts business circle, consumers can be mobile phone Taobao or Alipay wallet two-dimensional code scanning into Wulin business circle, on the phone can finish ordering, buy movie tickets, buy clothes and many other needs, the integration of virtual and reality into one. Unlike Suning's strong store advantage, Ali relies on his ability to pay, consume and big data, which will include all the businesses around App.

Su Ningzheng is in the turning point of transformation when he takes the winning belief, and the whole group is betting on O2O. But when will the concept of business circle become mature or unknown? People close to Suning said that the group had a large amount of resources, and that cooperative operations would increase the volume of business in all links. Whether it could effectively promote the formation of business circles needed to test the decision-making ability of the leadership.

Guo Zhangyou said that this mode is only a phased product of Suning in the process of O2O exploration. At present, it can bring some stickiness to consumers, but in the current business environment, it is necessary to develop a good O2O application and explore a sustainable mode of business, so that it can open up a new prospect.