Suning lost, so why didn't Suning become JD.COM? COM？

Suning's defeat lies in the common problems of many large domestic enterprises, so it is enough to buy a football team. In fact, Suning has been losing money for a long time. From 20 14 to 2020, it has continuously lost more than16 billion. Suning's current assets are 1072 billion, but Suning's liabilities are 1 1000 billion, which is insolvent!

Four major e-commerce companies in China: Tmall, JD.COM, Pinduoduo and Suning.cn. The first three are all profitable. The annual turnover of Tmall is 2.68 trillion, that of JD.COM is 2 trillion, that of Pinduoduo 1 trillion, and that of Suning.cn is only 370 billion.

Recently, Suning is also selling its own 20-25 shares, which shows that Suning is short of money. Zhang, a former billionaire, has really had a hard time recently.

From the above data, we can see why Suning can't do it in JD.COM. The answer is: the operation is definitely a failure. A traditional goods selling enterprise, if it loses money continuously and has no cash, will slowly become a coma like a person without blood!

Suning was not defeated by JD.COM, but by himself! Suning, whose debt exceeds13610.40 billion, has reached the most critical moment. It can be said that Suning has now reached a desperate situation. Compared with Liu, Zhang actually had a starting advantage, but he was defeated in the end. Now we can only survive with a broken arm. Zhang can only pledge shares and sell shares, so as to save Suning.

Zhang had two excellent opportunities, but unfortunately neither of them succeeded. Gome is the leader of 3C market, and JD.COM and Suning have to stand aside. Especially after the acquisition of Yongle Electric, Huang Guangyu's Gome is in full swing. At that time, Liu and Zhang were only supporting roles in the industry.

After Huang Guangyu bought Gome, Chen Xiao, who once trusted Yongle Electric, personally became the chairman, and Chen Xiao was the president of New Gome. In fact, they are far apart, especially Chen Xiao, who was recruited as a loser, who was inevitably indignant. After Huang Guangyu was imprisoned, Chen Xiao began to seize power, followed by the infighting between Huang Guangyu's wife Du Juan and Chen Xiao, until Du Juan helped her imprisoned husband regain control of Gome.

This period is the best opportunity for Suning, and Zhang also takes this opportunity to maintain rapid growth and instantly become the first leader in the field of China. Suning's offline expansion has almost been gradually spread in major cities across the country. Unfortunately, this is only the beginning of the challenge.

With the gradual transformation, the Internet era has arrived. Invested heavily in logistics, abandoned the traditional offline mode and replaced Suning and domestic stores with large-scale logistics mode. JD.COM has been widely recognized in the capital market, while JD.COM, which adopts the Internet model, has also achieved rapid development. Although JD.COM attaches great importance to logistics, it is much lighter than traditional offline modes such as Gome and Suning.

For many users, the logistics cycle in JD.COM is acceptable to everyone. Suning's offline mode improves the distribution efficiency, but it does increase the cost. Before choosing between efficiency and price, users will definitely choose the one with more obvious advantages. After Ali's blessing, Suning's online and offline integration has also developed at a high speed, and this time it entered the second phase.

Liu is not afraid of the price war between Suning and Suning, because he can always raise a lot of money with extra capital. Suning basically didn't have enough ammunition to fight back against JD.COM. Although with Ali's help, Suning and JD.COM are also very anxious, but Ali has his own career after all, and will not increase the price for Suning to challenge JD.COM. Alibaba is still dominated by Tmall. In the end, Suning followed JD.COM in the price war, but lost its advantage. Instead, follow the rhythm of others and make yourself very passive.

Gome and JD.COM are actually two great opportunities for Suning, but Suning didn't grasp them well. Zhang's strategic decision in Suning can be said to be in the right direction, but the specific strategy is wrong. Especially after choosing to compete with competitors, Suning scattered too much energy into football and sports. These non-core businesses burn a lot of money, which in turn drags down Suning's own core business. Suning Football is actually equivalent to Zhang giving his son Zhang a chance to exercise. Zhang has made some achievements, but the price is also heavy. Unfortunately, Suning's financial resources did not lag behind him to that extent.

When talking about Suning.cn, people usually compare it with JD.COM.

Because their birth time is not far apart, and since birth, they have been fighting endlessly and not giving in to each other. However, more than 15 years of struggle is now in "JD. COM's complete victory, Suning's complete failure. "

I will make a simple analysis of the relationship between the two in different periods:

There are many reasons why Suning can't win JD.COM. Now it has been abandoned by the Internet, and the lesson is profound. Personally, there are three main points:

(1) The core reason is that Suning Appliance's offline assets are overweight, and offline and online businesses have not achieved a closed loop that complements each other and achieves each other. But consume each other and tear down the platform.

(2) The second reason: Suning's main business can't focus, leaving consumers at a loss.

Suning Appliance seems to have everything: 3C hypermarket, e-commerce platform, football club, financial platform ... but it seems that nothing can be done well. Except for the size of hypermarkets, others are scattered, unable to enter the top three, and finally let consumers abandon them.

(c) The third reason is strategic mistakes, blind expansion, excessive pursuit of scale effect, but neglect of the cultivation and polishing of the core profit model.

Suning has thousands of offline electrical stores, but it has ambitious and painstaking plans to set up tens of thousands of "Suning stores" across the country. Suning store, which looks beautiful, is actually chicken ribs. It invested hundreds of billions, but the response was cold and the partners complained repeatedly. Forcibly pushing forward is tantamount to doing the opposite, falling into the quagmire of management, falling into the strange circle of "opening a store-closing a store", and finally having to end in a daze.

The collapse of "Suning Store" is a strategic judgment error at the level of Suning Group, which seriously drags down the business development and financial health of the Group and leads to the net outflow of cash flow of the Group over the years. Financial report data show that: