"Before encountering broken door locks, home appliancemaintenance, washing clothes, sending and receiving couriers and other bad things, have to find property, repair stations, dry cleaners, etc. to solve, long time, low efficiency, high fees."As a foreigner who came to Nanjing to fight, Liu Ming's experience is changing, Suning small shop can be in an hour all-round, three-dimensional, systematic to help him solve the problem.

With the whole family, 711 and other convenience stores, Suning small shop is not a simple convenience store, but also Suning near-field network of operations center, upstream open link brand suppliers, downstream all-round contact up to thousands of households.

"Suning's entry point is all the needs of users in family life 24 hours a day, including the need for meals, family services, community service needs."On October 21, Suning President Hou Enlong said at the 2019 Suning Tesco "Double Eleven National Carnival" release, Suning small shop is China's digital near-field infrastructure, is a shared open platform for all enterprises interested in sinking communities, become suning near-field network of the operation center, relying on retail OS, open API interface, become a unique closer to the user products, become the most needed service products, can be better service users.

In addition, Suning also announced the "one-hour scene life circle" strategy, Suning small shop with its near-field network contacts, full-scene terminal service capabilities, as well as digital experience efficiency to form a scene retail digital near-field infrastructure, become an indispensable part of the "one-hour scene life circle."As the closest scene contact to users, Suning stores have now laid out more than 5000 stores in the country.

Suning store has iterate three times

Suning small stores started in April 2016 and began a nationwide large-scale store replication last year, focusing on community scenes, while covering consumer areas such as business estos, schools and hospitals.Its unique small business attributes, so that can be fast scale and store density, deep into the community, closer to the consumer's life scene, build a 1-hour scene of life circle of the terminal contact network.

From urban to rural areas, from individuals to enterprise-level users, Suning relies on multi-industry deployment and multi-level channel network layout covering home appliances, business super, department stores, entertainment and leisure, content services, life services, supporting the "anytime to you" contact capacity.

Hou Enlong think: "At present, people are talking about sinking, without exception, think that sinking is to the village."In fact, in the city scene, also need to sink, small shop is Suning in the community scene under the sinking grip.”

Since its expansion, the version of Suning's store has iterative to the third generation.In the 3.0 version of the small shop, Suning small shop to join the restaurant, water bar and other functions.

Compared with the 2.0 version of 80-200 square meters, the typical small shop area of 3.0 covers an area of 300 square meters, and the area of single dining area accounts for more than 150 square meters.Dining area includes kitchen, dining area, water bar, buffet counter and cash register, kitchen and cash register form a production and processing area, can be processed to produce noodles, pizza, fried rice, buns and other staple food, as well as grilled sausages, egg tarts, kebabs, tempura baked fried goods, nearly 60 catering SKUs.

In addition, in the 3.0 version of the small shop, the convenience of the commodity area reduced, SKU from more than 1600 to more than 1200, more locations to the life gang, Suning has a house and Suning Financial.These businesses exist in the form of flat-screen advertising in the 2.0 version of the small store, where the clerk may have multiple roles at the same time, and now each business has a separate processing point and is manned by specialized business personnel.

For Suning, small shops are no longer simple retail stores.Because small shops are the closest to consumers, strong penetration, high re-purchase rate, bearing the Synergy and linkage of all the industries of Suning Group.Suning hopes that as soon as consumers mention Suning, they can immediately think of Suning small shop, just like ali think of Taobao, mention Tencent thought of WeChat.

At present, Suning small stores in the country more than 5000 stores, covering more than 35,000 communities, radiation CBD, hospitals, schools, enterprises, transportation hubs and other scenes, service users more than 120 million.

With the recent completion of Suning Tesco's acquisition of Carrefour China' equity.It is reported that in the next 5 years Carrefour China will open 300 new stores in 1-3 cities, and jointly Suning small stores to fully launch home services, to provide consumers with a full range of high-quality goods at the same time to create a leading community life center.

Everything for the scene

The root of the importance of Suning's small shop is that it is an important carrier and an important scene Internet portal in Suning's future full scene layout.

Online, to stores as a carrier, to meet the user fresh, fruits and vegetables, hot fresh food, daily use, drinks and other categories of the main needs, online, through Thesunging small shop APP, small programs and community group purchase link entrance, can provide users with delivery to home service, within three kilometers of the fastest 30 minutes delivery.

In the background of smart retail, Suning small shop based on the Internet scene, based on the store and APP O2O model, so that Suning small shop can become a comprehensive platform to cover more SKUs and service products.

In addition to the scene flow entrance, Suning small store soning store shipping, cold chain, logistics system will provide supply chain protection for the fast-dissipating brand, pre-warehouse in commodity storage, logistics and distribution, improve the proportion of online orders and other aspects also played an important role.

"We acquired Wanda Department Stores, Carrefour China, and in fact Suning was a preliminary pick-up on the retail ingress of the entire scene, as well as a good finish to the layout of the next hour of living."Mr Hou says there are only three things that are associated with consumers: merchants, shopping platforms, goods, and he believes that the core of scene retailing is to connect with users, and how to get users to blend quickly with the scene.

As of June 30, the number of registered members of Suning Tesco retail system reached 442 million, with all kinds of self-employed and joined stores 7503, Suning small stores and Dia Tiantian self-employed stores a total of 5368.

"Suning shop is like a high-speed rail head, a small scene behind, dragging Suning Tesco, and even the entire smart retail ecosystem of the train."In Suning's founder Zhang Near East, as the O2O model of smart stores, Suning small stores to become community Internet infrastructure, with small drag big, limited drag unlimited, carrying the link user demand and service banner.

If the "small shop strategy" of Zhang Near East is put in the whole industry, its strategic intention is self-evident.According to the report, in the area of community consumption, when the per capita GDP exceeds US$3,000, the share of community business in total retail sales can reach 60%, while domestic community business currently accounts for only about 30% of total retail sales.

In the context of the high traffic on the line and the huge cost of getting customers, the community business value of Suning's small shop is a huge pool of hundreds of millions of dollars.

In order to be able to seize the future, Suning force the main sinking market.Unlike other e-commerce platforms, Suning's sinking market is not only rural, but also ordinary people living in the city, representing a group of cost-effective, the pursuit of more suitable for his products consumers.

"Now that we have fully entered the era of the Internet, as Suning, we do the scene retail, both to define the new Suning, but also for China and the world's retail industry to carry out new exploration, new predictions."Mr Hou said the scene was an important key word in Suning's new decade.