The Analysis Of Suning Transformation In Internet Age

As development of electronic commerce on Internet after 21 st century, the connection between net and entity, online and offline becomes more closely. Chinese traditional retail suffers huge shock, it proves that sales model of traditional entity shops can’t meet the needs of the consumers, besides, the change of consumer’s consumption concept and payment mode, the traditional Chinese retail has to conform to trend of the development of the emerging markets, seek strategic transformation and upgrading, but the Internet electronic retail cannot completely replace the traditional retail, O2 O model of online and offline collaborative development will be the first choice of the transformation and upgrading of Chinese traditional retail strategy development direction.In the face of the impact of the Internet economy, SUNING puts internet retail as the main body, makes the O2 O of the whole channel management mode and open platform of on-offline, integrated on-offline, expand the channels, category management, do " shop business + shop business + retail service provider ".Through the organization adjustment,same price of online and offline, open platform and a series of activities, SUNING along their plan of "Internet road map" change to the Internet enterprise gradually.This article reviews development process of SUNING first, and then use theory of learning knowledge to analyses current situation of SUNING, describe a series of strategic transformation measures for conforming marketing trend, at last, summarizes and raises suggestions for other traditional retail enterprises.