"Ping Jing Campaign" Is Still Continuing. It Seems That Jingdong Is Going To Knock It Out.

According to Suning's announcement of the 12 academic pcripts, its online sales increased by 152% over the same period last year.

Among them, the online year-on-year growth of 256%, the mobile terminal orders accounted for 73% of the total volume of orders.

Online, the average passenger volume of Suning single store in Beijing and Nanjing exceeded 10000.

Although the industry's attention to double 12 is much lower than that of double eleven, for Suning, the second two is the first quarter offensive of Jingdong's second quarter after the double eleven, and then there will be second quarter second wave and third wave.

"Jingdong online has never been profitable, and now we don't even give them the chance to raise prices."

Sunning COO Hou Enlong said in an interview with the media that Suning plans to use the advantages of its own line to copy Jingdong from December 18th to 26 -12.

The specific measures are mainly price war, direct selling of air conditioning, ice washing, black electricity, digital, communications, living appliances and computer products.

Take refrigerators, for example, the sales price of a brand refrigerator in stores is reduced by 1410 yuan compared with the original price. If the price is higher than the price Jingdong sells, it will drop by 110 yuan to ensure that the price of the store is lower than that of the electronic business platform.

In order to show the determination to insist on low price, two of the 3 sales managers of the former company were punished for their ineffective implementation of price commitments.

A screenshot of OA issued by Suning showed that the responsible person in charge of marketing was from communications, black power and OA office 3 departments.

The article said that after the eleven big promotion activities ended, the individual business units were slack, and the above three persons responsible for the sales and marketing were responsible for several times more than the low price red line, so they decided to initiate a serious announcement.

The so-called red line above the low price refers to the goal of not achieving a lower price than Jingdong.

In the following year's big promotion, Suning said it will continue to monitor the prices of commodities, logistics and services through the "Ping Jing radar", and will increase the handling of those who fail to meet the standards at all levels.

In October 18th, Suning launched the "Ping Jing campaign" to announce the comprehensive price of Jingdong. During the double eleven period, the "Ping Jing radar" was specially launched to monitor the commodity prices in real time.

In terms of stores, Suning's layout is mainly concentrated in shopping centers and core business circles of one or two tier cities. In the future, it plans to continue opening up suning.com cloud stores, and will also upgrade and upgrade some of the stores.

The company hopes to attract more people to shop through improving and upgrading its image and function.

These stores also undertake the distribution function of regional logistics.

For example, a 2 hour rush service now provided by Suning can be delivered free of charge on the condition of free shipping, which has covered 195 cities.

Jingdong's speed up service has just risen from 49 yuan to 99 yuan, and the distribution area is limited in Beijing, Shanghai, Guangzhou and Chengdu, with a smaller coverage.

In the field of logistics, Suning has also proved that it is more powerful than Jingdong by announcing the latest logistics construction.

According to the data released by Jingdong, as of September 30, 2015, it has 7 logistics centers nationwide, operates 196 large warehouses in 46 cities, and has 4760 distribution stations and self promotion points covering 2266 districts and counties nationwide.

The logistics data of Suning in 2015 showed that the area of logistics warehousing is close to 5 million square meters, and 4 logistics hub, 12 automatic sorting centers, 660 urban distribution centers and 10000 express points logistics systems are being built.

In the past two years, Suning has really put a lot of energy into it.

Build up.

Now, the company is trying to become the key weapon to restrict Jingdong by means of increasing logistics capabilities.

According to Suning insiders told reporters on the interface, at the end of this year, Suning will take advantage of the situation to start the logistics competition. The way of competition is similar to that of Jingdong's recruitment of "store price monitors" many years ago.

On the eve of the Spring Festival, due to many couriers coming home early for the new year, the delivery capacity of the express company will often be affected.

This stall is seen as an important period of time for sunning to prove that its logistics is more stable than Jingdong. Together with 3C, living appliances, supermarket products and promotions, it constitutes the third wave of the second season of "Ping Jing campaign".

Suning wants to do more than sell products in the rural market.

According to the interface reporter, in order to be able to further penetrate the local market, Suning launched the rural electric spark program to train professionals in towns and townships.

The Commission is sent out by Su Ninglai, who is responsible for driving the development of the electricity supplier in a rural area.

In addition, Suning also plans to train a group of people throughout the country to install, repair and distribute household appliances to solve the problem of after-sales service for rural electric providers.

In this regard,

Also has been using the "Jingdong help" service store to expand their sales territory, ideas and Suning have many similarities.

According to the Jingdong plan, 2000 Jingdong service stores will be opened in the country's county market, 100 thousand rural promoters will be recruited, and 600 county service centers will be set up this year.

Up to now, Jingdong has built more than 300 county-level service centers in China, and has carried out cooperation points in more than 30 thousand villages, over 30 thousand rural promoters, more than 800 service providers in Jingdong, and over 260 thousand villages in distribution, installation and maintenance of large household appliances.

All electric providers including Suning, Jingdong and Alibaba hope to have a share in the future rural market.

However, because of limited logistics conditions, almost no company can occupy large quantities in different counties and townships at the same time.

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From this point of view, Suning and Jingdong gap is not too big, but it is difficult to determine who will ultimately have the dominant voice in the three or four tier market.

In mid December, Suning COO Hou Enlong went to the Guangdong area of domestic mobile phone brands to discuss strategic cooperation next year with Meizu, vivo, OPPO and Jinli.

In an interview with the media, he said Suning had accumulated a strong advantage in 3C and living appliances, and will further expand its advantages next year.

3C and lifestyle appliances are also the key products to help Jingdong start, but in Suning's eyes, Jingdong's advantage is shrinking.

"Double eleven, double two" period, Jingdong's iPhone 6s will soon be out of stock.

I guess there are two reasons, either really no goods, or Suning has been reducing the price, some of the Jingdong can not carry it.

Hou Enlong seemed quite confident about this.

In addition to the first and second tier cities, Suning's goal also includes many three or four tier markets that are coveted by the e-commerce platform. The company has built 1000 suning.com stores in these areas.

According to data from Suning, the sales volume of the dual flagship market in rural areas has increased by nearly 500%, with 17 sales outlets exceeding 1 million yuan.