This year's "May Day", under the strong incentive of the national "Action Plan for Promoting Large-scale Equipment Renewal and Consumer Goods Trade-in", household appliances and household appliances will usher in a wave of hot enthusiasm. In order to achieve the goal of seizing opportunities, using policies, strengthening implementation, promoting development, and promoting the overall improvement of the quality of life of urban and rural residents, from April 26 to May 1, Suning Tesco's "Big Store Strategy" opened 17 large stores in 13 cities including Fuzhou, Beijing, Tianjin, Nanjing, Hefei, Anqing, Jinan, Qingdao, Chongqing, Chengdu, Lanzhou, Hohhot, Anshan, and Dongguan With a new upgrade and a unique integrated pattern of "big store economy" and "first store economy", we will build a new quality consumption format and stimulate the new vitality of consumption in the whole society.
"Big Store Raiders": Suning Tesco's "Tree Benchmark" and "Building Flagship"
In recent years, in order to adapt to the changes in the market situation and consumption pattern, Suning Tesco has carried out several rounds of reborn innovation and change, from organizational structure to market layout, from business model to marketing strategy, from team building to service improvement, and has quickly built a development pattern that adapts to the synergy between entities and network channels, marketing services and joint management, and two-line linkage between cities and towns The pattern has become a "solid fortress" for Suning Tesco to maintain its core position in the home appliance and household consumption industry in the fierce market competition. This has laid a solid foundation for Suning Tesco's full implementation of the "Big Store Strategy" this year, and it is also a reshaping and strong outbreak of Suning's market competitiveness.
Industry insiders who have been tracking and studying Suning Tesco for a long time believe that since Suning Tesco became a national household appliance chain enterprise, it has been building a city landmark "core store" as an important starting point for improving market layout and improving market competitiveness, so it has densely woven a "flagship store network" covering almost every core business district of the country's first-tier cities, important provincial capitals and economically developed major cities. Even in the context of the strong challenges posed by online e-commerce and the market downturn of the three-year epidemic, Suning.com has never wavered the core role and leading position of the "flagship store" in its marketing system. It can be said that Suning Tesco's "flagship store" firmly rooted in major cities across the country is not only the main force in the front line of Suning Tesco's sales and services, but also the vivid spokesperson of Suning's brand image, and it is also the embodiment of Suning's strength in the home appliance and home consumption industry.
Therefore, industry experts believe that the "Suning E-home Max" and "Suning Tesco Pro" store formats launched by Suning Tesco's "Big Store Strategy" are to make full use of the "big store space advantages" of its "flagship store", carry forward and improve the long-term accumulated "big store operation experience", and be driven by a keen grasp of the new needs of users and insight into the new changes in the industry.
"Big Store Strategy": Suning Tesco's "Homeopathy" and "Chain Extension"
Relying on the solid foundation of the "flagship store", the launch of the "Big Store Strategy" reflects Suning's active follow-up to the trend and the first to initiate business reform at the level of the home appliance and household consumption industry. Its background is inseparable from the strong drive of a series of measures such as the state to promote consumption, expand domestic demand, boost household appliances and household consumption, and carry out large-scale trade-in. At the same time, the steady recovery of household appliances and household consumption, consumers' demand for green, intelligent, high-quality, and packaged products has risen, and whether it is trendy new products or high-quality goods, their dependence on personal experience is deepening. Therefore, the continuous creation of a more perfect, more complete, and better shopping experience scene demonstrates Suning.com's initiative to actively comply with the new trend of consumption reform. Since 2021, Suning.com has firmly "returned to the fundamentals of professional retailers", made great efforts to reshape the core capabilities of omni-channel marketing and retail, steadily promoted the expansion of offline channels, and built the network layout of offline physical stores with core self-operated stores in first- and second-tier cities and retail cloud franchise stores in sinking markets, which not only comprehensively improved Suning.com's marketing coverage and retail core capabilities, but also occupied an active and advantageous position in the industry changes of online and offline "dual channel" integration and development. It can be said that in the new round of new consumption upgrading, Suning Tesco has laid a leap momentum for its own strategic transformation and new quality development with the "rapid attitude" of "following the trend".
It is understood that Suning Tesco has launched 17 "big stores" in 13 cities in one fell swoop, that is, "Suning E-Home Max" is benchmarked as a "super experience store", and Suning Tesco Pro is benchmarked as a "super flagship store", which has two similarities with the "traditional flagship store" in terms of "blood": one is based on the core business district of the first and second-tier cities; Among them, as a benchmark for large stores, Fujian's first "Suning Yijia Max" is located in Baolong Plaza, Fuzhou City, with a business area of more than 30,000 square meters, which is the largest "home consumption" experience center in Fujian. "Big stores" not only have a new image, but also have been upgraded in terms of store scenes, product structure and service experience, and domestic and foreign leading home appliances and home furnishing big-name enterprises and excellent new products have also upgraded their brand zones and image stores. More importantly, the "big store" provides a wider and more comfortable experience space for all kinds of "immersive home scenes", and a large number of "novel, smart and special" trend products have created a new position of "the first launch of cutting-edge home appliance technology and the leading of a new lifestyle". One-stop experience consumption and home purchase services such as 3C collection store, Suning Fun Zone, Trend Digital, Whole House Intelligence, Central Integration, Whole Home Customization, Local Renovation, Home Furnishing, etc., have built a more complete "home ecology" commodity chain, supply chain, and service chain. Through the "big store" to achieve "extended chain", it solves the pain points of the long-term home consumption market space is large but relatively scattered, and users have scattered purchases of household appliances and home decoration products, and style mismatch. Suning Tesco has also set up special functional areas such as "Suning Fun" to integrate the design and performance of home appliances and home decoration, which greatly improves the efficiency of consumers' "one-stop home" and creates a new "full-chain shopping method" for consumers. Driven by the integration of the commodity chain, supply chain, service chain and shopping chain created by Suning Tesco, the entire home appliance and home furnishing industry will also obtain the new qualitative empowerment prospect of "supplementing the chain" and "strengthening the chain".
"Big Store Strategy": Suning Tesco's "First Store" + "First Launch"
In recent years, "first-store economy" is not only a "hot word" in economics, but also a new driving force to promote economic development. The key to the establishment and good economic benefits of the "first store economy" is to rely on the unique resource advantages of a region to attract high-quality brands at home and abroad to open stores for the first time in the region, so as to achieve the optimal coupling of brand value and regional resources.
The focus of Suning Tesco's "big store strategy" is to first seize the core business district of a city with "newly opened big stores" and obtain regional resource advantages. These advantageous resources include: superior geographical location, dense flow of people and logistics, rich consumption formats, high purchase level, etc. Obviously, starting from Suning Tesco to build a traditional "flagship store", it is actually a practice of "first store economy". The "big store strategy" further highlights the idea of seeking "first" with "big". The high degree of integration of "big store economy" and "first store economy" has enabled Suning Tesco to further strengthen the clear positioning of "landmark home appliance and home consumption center", which has produced a guide, drainage and leading role for consumers, and also stimulated new consumption growth points, and promoted the upgrading of consumption structure and the transformation of urban functions. The high degree of integration of "big store economy" and "first store economy" has also brought huge and sustainable traffic to Suning Tesco, with full category, good brand, excellent service, good experience, and high affordability, which is the "traffic password" of the current consumer market, "big store gathers people", and "first store sticky" is not only what Suning Tesco is looking forward to, but also created by Suning Tesco.
The "big store" itself into the "first store" is only the first goal of Suning Tesco, the use of the scale effect of the "big store" can also attract many big-name new products, explosive products to actively enter the market, seize the first market, the formation of "big store" among the "first store", "first store" in the "first" product emergence, innovation is constantly wonderful situation, this is the deeper pursuit of Suning Tesco. On the one hand, it enables consumers to experience the latest cutting-edge technology, and buy good things earlier and more affordably through trade-in, explosive subsidies, etc. On the other hand, manufacturers can also enhance the market inspection and consumer experience opportunities of new products, which helps to accurately grasp market demand, extend the industrial chain, innovate product performance, and optimize service quality. Therefore, Suning Tesco's "big store strategy" has a strong "debut" potential, and has become the main stage to summon experience, stimulate new tastes, lead the trend, grasp the trend and stimulate an important position for consumption increment.
Suning Tesco said that it will speed up the layout of the "big store strategy" this year, strive to build a "big store benchmark" in key cities and core business districts, comprehensively improve the scene experience, optimize the product structure, improve the service quality, and accelerate the transformation and upgrading of the brand image of "buying appliances to Suning" to the IP transformation and upgrading of "customized home scenes to Suning". (Shachen)