Wan Mingzhi: Scramble For The Supermarket Cake Under The Internet

General manager of Suning supermarket, Wan Meiji, told an exclusive interview with reporters that Suning supermarket would not open the supermarket in traditional way, but would compete with the entity supermarket to win the market cake. Meanwhile, Suning supermarket should expand the share of online supermarket with its competitors.

　 Main online supermarket

Join the global retail giant Carrefour. Suning The management of supermarket business is very clear to Suning supermarket. Suning supermarket is mainly online, and will not pursue the number of stores like traditional supermarkets. After all, the traditional supermarket mode has lost its scale effect in the past. However, according to the size of the storefront and the ability to attract customers, Suning Plaza and Suning entity store can set up the entity Internet supermarket as far as possible, but more stores will display and promote Suning supermarket through the form of virtual shelves.

"In the early days, Suning supermarket launched a large number of old members of Suning through the explosion products, attracting new members online." Wan Mingzhi introduced that the gross profit margin of the big promotion is very small, mainly to create a brand image, so that customers feel more cost-effective. Through paper products, milk, laundry detergent and other single product circular promotions, let customers feel the benefits, improve the rate of repeat purchase, and thus cultivate habitual purchase of members, which is the source of profits of Suning supermarket. On the other hand, when customers are accustomed to buying only the best sellers, they will buy goods on Suning's open platform so that the gross profit will be increased.

And for Offline shop According to Wan Meiji, Suning supermarket is not simply buying and selling, but a set of shopping, leisure and other functions. In April and May this year, it can realize the future significance of the store.

　　 Do not shut down and challenge traditional supermarkets

When the supermarket industry entered a slow growth period, Suning entered the market at the moment. For the advantages of Suning supermarket and its counterparts, Wan Meiji believes that the comparison with competitors is nothing more than two contrasts between "online supermarket" and "offline supermarket". Supermarkets are mainly food and daily necessities, but the proportion of electricity providers in this part of the business is only 1%, and online annual products are less than 1%. Therefore, we should make big online cake with our competitors. Compared with offline supermarkets, Suning supermarket does not close and deliver to home, covering 5000 districts and counties, and no traditional supermarket can do it.

stay Wan Ji Mei It seems that although fresh food is a traditional supermarket tool, but fresh electric business is currently difficult to operate in the traditional supermarket, but the Suning supermarket's self built logistics warehousing system based on sunning will be considered in the future.

In terms of how to get supplier support, Wan Meiji admitted that suppliers value the sales and scale of businesses very much. After the establishment of Suning supermarket in March 1st last year, there was not much movement until August. On the one hand, Suning is training personnel and negotiating with suppliers. Suppliers are very realistic. They need to pay back, sell, and value the scale. When Suning food was greatly promoted, it sold all its stocks on the first day and needed to make up the stock. On the one hand, Suining supermarket considers the problem of scientific stock preparation, and also lets suppliers see the explosive power, precision drainage and scale growth of Suning supermarket.

According to Wan Meiji, the sales volume of strategic cooperative suppliers of Suning supermarket accounts for about 35% of the total. In the future, with the improvement of the category of Suning supermarket, the ratio will decrease.

　　 Victory and defeat will be seen in two years.

After the Suning supermarket at the helm, millions of years of retail experience must also be integrated with the Internet thinking, and some of his habits are also changing. Wan Meiji reported to the Beijing Commercial Daily reporter all kinds of App on mobile phones. "Before I came to Suning, I never downloaded App on my cell phone, nor did I buy it online. Influenced by the new working environment, I have 17 App on my cell phone, and now I am shopping by mobile phone. " Wan Meiji said frankly.

In the view of Wan Meiji, the online supermarket should not only have retail experience, but also understand customers' shopping habits and characteristics, and cultivate loyal fans.

"Traditional supermarkets may take 5-10 years to cultivate loyal fans. In the field of electricity providers, if they can not create tens of millions of loyal fans in two years, they will be left behind by their competitors and abandoned by the market." This requires Wan Meiji and his team to adapt to the market as soon as possible and accelerate development so as to get more upstream manufacturers' support, so as to continue to expand the scale and stabilize the market.