After years of development, “618” has become one of the best shopping festivals on China’s e-commerce platforms. During this period, major platforms have made great efforts, hoping to exchange more affordable prices for higher transaction volume. However, with the continuous increase of promotional activities, the attractiveness of centralized shopping festivals such as 618 to consumers is gradually diminishing, and some users have also experienced aesthetic fatigue, and the complicated calculation methods of discounts and endless marketing routines are even more difficult. Simply let some users give up their enthusiasm for participation.

It can be said that in the current age of consumption dominated by young people, it is difficult to retain consumers with simple routine discounts. In the face of this situation, Suning.com breaks the tradition and through considerate services and novel and diverse live broadcast activities, Stand out from the fiercely competitive 618.

Aiming at the youth market and creating empathic consumption

A few years ago, e-commerce platforms would hold a grand party on the day of the “Shopping Festival”. Although this method is lively, it is far away from consumers. Therefore, the greater role of this type of party is the atmosphere group, which makes the event more It is known, rather than directly driving the growth of trading volume.

With the rise of short video, its strong interaction and high sinking characteristics have made live delivery of goods an important sales method. In this year’s 618, major platforms have also shifted their focus to live delivery of goods.

For example, in this year’s 618, Suning.com focused its attention on young people and created an “e-commerce variety show” that young people prefer.

This year, Suning.com has stretched the front of the 618, setting up two rounds of pre-sale periods from May 24 to 31 and June 12 to 17. In addition to pre-heating for the 618, it is also used by young people. In the June 1st wave, the “Children’s Day” was newly added to the two rounds of pre-sales. Hundreds of stars including Zhang Xinzhe, Zhang Yixing, Guan Xiaotong, etc. were invited to live broadcast the goods in twelve different vertical fields. Let the audience choose the live broadcast room according to their hobbies. For audiences who don’t have a clear target, Suning.com has also created a “blind box live broadcast” method, where you can watch whoever you visit.

“Children’s Day” grasped the theme of Children’s Day and divided the live broadcast rooms into “childhood delicacy” and “night study room” to meet the needs of all kinds of consumers more vertically, and at the same time awakened The childhood memories of users. Suning refers to this approach as “empathy consumption”, which enhances the audience’s sense of substitution by recreating various life scenes. Suning.com believes: “The consumption method of frantically chopping hands to relieve stress is not worth promoting. What really resolves anxiety is the improvement of mood. This is also the heart of the Children’s Day.” In addition to the rich live broadcast content at the variety show level, the benefits of “Children’s Day on June 1st” are also full of sincerity, and the promotion is not lost on the day of June 18. There are also activities such as fast zero-yuan purchase and 1 yuan blind box opening. OPPO mobile phones , Weilai Automobile, Moutai, Nintendo game console and other products have been included in the list of prizes. At 8 o’clock on the night of 618, Suning.com and the Xiaoguo team jointly created the 618 talk show graduation meeting of “Graduation Wild Must Be Together”, inviting stars such as Xiao Jingteng and Zhang Meng to prepare 10,000 graduations based on the hot topics of the graduation season. Gifts and 500 million red envelopes, once again launched promotional activities that directly hit the hearts of young people. The total number of views and interactions on the “Children’s Day” and the graduation talk show on the whole network exceeded 300 million. During the 618 period, it gained a high degree of attention, and the high attention was transformed into a strong consumer power. It is a brand that participated in the Suning. And partners have brought rapid growth. It can be seen that in addition to meeting traditional user product needs, Suning.com began to pay attention to satisfying users’ emotional needs in this year’s 618 event. The innovative “variety + e-commerce + live broadcast” scene consumption model covers a variety of usage scenarios. It provides a window to resolve anxiety for young people whose lives are increasing day by day, so as to narrow the distance between the two parties and win a broader market for themselves.

One-stop trade-in, making 618 more worry-free

The annual 618 is the time when home appliance products are intensively promoted. Behind the continuous influx of new orders is the burnout of a large number of users when dealing with old products. For small products such as mobile phones and computers, the process of trade-in is basically the same as sending an ordinary courier, but for large household appliances, every step of valuation, recycling, delivery, and installation is a lot of trouble. In the past, consumers had to purchase new appliances and contact old appliances for recycling, and arrange the time for recycling and delivery. Some products even had to be distributed and installed in stages. In addition, if you are not contacting a regular recycling agency, you may need to wrestle with the recycling price. After several rounds of tossing, the good mood of saving money in 618 has been wiped out. Suning.com has observed this user’s pain point. In April this year, it launched a new trade-in service, increased subsidies, and at the same time provided one-stop trade-in services for refrigerators, washing machines and other products to nearly 50 cities across the country. In order to achieve this, Suning has integrated more than 700 partners and 7,270 certified engineers. At present, the maximum number of operations in a single day can reach 50,000. The result of these efforts is an improvement in the quality of consumer experience. Now, consumers can complete the evaluation of old products directly on the Suning.com app. After selecting the new product, they can see the deducted price. After the order is completed, the old and new delivery will also be completed at one time, eliminating the need for cutting Worry about price, coordination time and other aspects, worry-free and convenient. This year’s 618 has become a big test to verify the effect of service improvement, and Suning.com’s transcript is also excellent: a total of 180,000 people participated in the exchange of old during 618, of which the air conditioner’s renewal accounted for 35%, and 3C The number of product renewal orders increased by 145%, saving an average of more than 500 yuan per user. Driven by the trade-in, the number of buyers of Suning Tesco’s new products during the 618 period also increased by 154%. Suning.com leveraged its years of offline service experience, combined with big data, smart marketing and other methods to build a standardized exchange-for-new platform, so that users have no worries when renewing at 618.

Turn the shopping festival into an IP, tailor-made activities for different people

At 1 am on June 18, Suning.com released a battle report showing that in the first hour of 618, Suning.com’s whole-house home improvement and smart home products continued to sell hot, with sales increasing 135% year-on-year. During the same period, the sales of Suning Outlet luxury products increased by 176% year-on-year. Driven by the European Cup, sales of beverages increased by 79% year-on-year. In addition, the 618 exclusive red envelopes launched by Suning.com Super members also contributed to a 68% year-on-year increase in member consumption. All these achievements prove that Suning’s innovative methods and caring services in this 618 have achieved excellent results. Suning’s vision does not stop at 618. Fan Chunyan, vice president of Suning.com’s platform operation group, said: “618 and Double 11 are the two largest consumer festivals in China. Now that the traffic is peaking and the market does not undergo fundamental changes, they will continue to be in the foreseeable future. It will be synonymous with the Consumer Festival.” It can be seen that Suning is exploring ways to integrate e-commerce and entertainment content, and build the Shopping Festival as an IP. This year’s “Children’s Day” is just the beginning. In the future, Suning.com will also create exclusive consumer activities for different groups of people. Such “festivals” may appear more frequently

Produced | Sohu Finance

Author | Zhang Ying

On the morning of June 15th, Suning.com issued an announcement stating that Suning Appliances passively reduced its holdings of 10 million shares on June 11, and it is expected that Suning Appliances may reduce its holdings of Suning.com by no more than 384 million shares in the next six months ( (Accounting for 4.12% of Suning Tesco’s total equity).

Since June, Suning Appliance has repeatedly reduced its holdings of Suning Tesco’s shares.

On June 2, Suning.com disclosed that Suning Appliance intends to transfer 520 million unrestricted shares of Suning.com (accounting for 5.59% of the company’s total share capital) held by Suning.com to the new retail fund, with a total transfer price of 3.182 billion yuan.

On June 10, Suning Appliance received a supervisory letter from the Shenzhen Stock Exchange. The regulatory letter pointed out that Suning Appliance reduced its holdings by a total of 19.50 million shares through centralized bidding, accounting for 0.21% of the total share capital of listed companies due to the default clauses of the agreement triggered by some stock pledge repurchase transactions. Suning Appliance did not announce the relevant shareholding reduction plan 15 trading days before the first occurrence of the shareholding reduction event.

In addition, on the morning of the 15th, Suning.com also issued an announcement stating that Zhang Jindong’s 540 million shares were judicially frozen by the Second Intermediate People’s Court of Beijing, accounting for 5.80% of Suning’s total share capital and 27.68% of Zhang Jindong’s holdings. .

A week ago, Suning Appliance Group Co., Ltd. added a piece of information about the person to be executed, case number (2021) Jing 02, No. 837, and the execution target was over 3.082 billion yuan. Zhang Jindong, Suning Real Estate Group Co., Ltd., and Suning Appliance Co., Ltd. Executor.

On February 28 this year, Zhang Jindong and his concerted person, Suning Holding Group, etc., planned to transfer 23% of Suning Tesco’s shares to Shenzhen International and Kunpeng Capital to introduce state-owned shareholders.

After the completion of the share transfer, the listed company will be in a state of no controlling shareholder and no actual controller.

This year, Suning.com has “continuous crises.”

The 2020 annual report previously disclosed by Suning.com showed that Suning.com’s 2020 operating income reached 252.296 billion yuan, a year-on-year decrease of 6.29%. In 2020, Suning.com’s net profit attributable to shareholders of listed companies was -4.275 billion yuan, a year-on-year decrease of 143.43% from 9.84 billion yuan in 2019. This was also the worst year for Suning.com since its listing.

Sohu Finance also learned that Suning Real Estate and Suning Appliance, which were executed this time, were also involved in a loan lawsuit with the leading real estate company Sunac.

Anhui Sunac Real Estate Co., Ltd. and Suning Real Estate, Suning Appliance, and Xuzhou Suning Real Estate related loan contract disputes will be heard on July 19, and Suning will be the defendant.

According to public reports, Suning Real Estate had previously cooperated with Suning Real Estate to develop real estate projects. During the development process, Suning Real Estate borrowed a sum of funds from Suning Real Estate, and Suning Real Estate failed to repay the arrears on time.

As of press time, Suning.com reported 5.65 yuan per share, down 9.02%.

Author|Cai Zhen

Source | Mustang Finance

Is pledge a prelude to selling?

In the battle of Suning’s self-help, Suning Real Estate became the vanguard.

Suning Real Estate pledged its equity multiple times

According to industry and commerce information, on April 12, Suning Real Estate Group Co., Ltd. pledged all the shares of Chuzhou Suning Real Estate Co., Ltd., amounting to 10 million yuan, and the pledgee was Xinyu Hanyu Bijiang Asset Management Co., Ltd.

After the penetration of Yema Finance, it was discovered that Xinyu Hanyu Bijiang Asset Management Co., Ltd. and Country Garden Group have an associated relationship , The former legal representative Zhou Jinxin also serves as the legal representative of Foshan Nanhai Bijia Culture Communication Co., Ltd., which is controlled by the Guoqiang Charity Foundation under Country Garden.

This is not the first time Suning Real Estate has asked Country Garden for help.

On March 23 this year, Suning Real Estate pledged shares of its subsidiary Jiangsu Yinhe Property Management Co., Ltd. (hereinafter referred to as Yinhe Property) to Country Garden Life Service Group Co., Ltd. (hereinafter referred to as Country Garden Service). The pledged equity amount was RMB 30.01 million. Equivalent in capital.

According to market news recently, Country Garden will acquire Yinhe Property at a transaction price of 3 billion yuan, and the pledge of equity is actually a guarantee for the transaction. As of press time, Suning and Country Garden have not commented.

In addition to Country Garden, Industrial Bank, Evergrande and Ali are also pledgers of Suning Real Estate.

In January this year, Suning Real Estate’s shareholder Suning Appliance pledged part of its equity to the Nanjing Branch of Industrial Bank; in January-March, Suning Real Estate also pledged equity to Evergrande Life Insurance several times.

In December last year, the entire equity of Suning Holding Group was pledged to Taobao. At the same time, Zhang Jindong pledged 65,000 shares of Suning Real Estate to Taobao.

Regarding this equity pledge, Suning Tesco told Yema Finance at that time: “ Equity pledge is a normal commercial cooperation and has no material impact on Suning.com’s strategic development and normal operations . In the past 30 years, Suning’s innovation and development cannot be separated from the long-term strong support of strategic partners and relevant departments. Since the beginning of this year, in the face of the epidemic challenge, Suning has fully mobilized the advantages of the forward-looking layout of smart retail and realized the steady development of the enterprise. Suning and Ali have maintained good cooperation for a long time, and the two parties will further deepen cooperation and expand offline business scenarios. ”

Senior industry professionals said to Yema Finance that equity pledge financing generally requires a 50% discount. Equity pledge financing has low loan cost and fast time for enterprises, and has relatively little impact on the stock price of listed companies.

Focusing on the main business, where does Suning Real Estate go?

At the end of last year, Zhang Jindong announced that Suning would focus on its main business in the next ten years, “slashing that should be cut, and that should be transferred.”

Jiangsu Football Club was the first cut taken by Suning. On February 28th, Jiangsu Football Club (formerly known as Jiangsu Suning Football Club) issued an announcement stating that due to the superposition of various uncontrollable elements, the club could not guarantee the continued battle on the field. Operations. Set the embarrassing record of “the Chinese Super League team disbands when they win the championship”.

Jiangsu Football Club is 100% holding of Suning Real Estate.

Suning Real Estate Group Co., Ltd. was established in 2005. As of June 2020, Suning Real Estate has total assets of 88.527 billion yuan, net assets of 14.594 billion yuan, operating income of 1.247 billion yuan, and net profit of 102 million yuan. According to data released by Crane, Suning Real Estate’s full-caliber sales in 2019 and 2020 were 8.93 billion yuan and 17.91 billion yuan, ranking 169th and 134th among real estate companies. ,

Galaxy Property is a wholly-owned subsidiary of Suning Real Estate. It was established in 2000. Zhang Jindong holds 65% of the shares, Suning Appliance holds 25%, and his son Zhang Kangyang holds 10%. Zhang Jindong actually controls 77.5% of Yinhe Property.

As of 2020, Yinhe Property has an area of ​​59.79 million square meters under management and a contract area of ​​79.98 million square meters. Projects under management include commercial properties, technology office properties, high-end residential properties, industrial park properties, public service properties, etc.

Suning Real Estate is the most important asset of Suning Appliance besides Suning Tesco. Under the parent company’s grand strategy of focusing on the main business, Suning Real Estate is regarded as the largest traffic portal for Suning’s smart retail line.

Real estate analyst Yan Yuejin pointed out that with the current acquisition of real estate and retail equity, the scale of commercial real estate development is relatively large. If Suning itself participates in the cooperation, it does not rule out that subsequent real estate business expansion will also be adjusted. In addition, in the current special period, the transfer of equity can enhance cash flow, which is first a positive effect for the company, but in the future, we must also pay attention to whether similar cooperation will affect the business including retail, real estate and other related sectors.

How much more will Suning Real Estate suffer? How will it be positioned within the Suning system in the future? It remains to be seen.

How much is the Galaxy property worth?

The spin-off of property companies to raise funds for listing is a fairly common move by real estate developers in recent years.

As of the end of last year, more than 40 property companies have landed on the capital market, of which about 38 property companies have landed on the Hong Kong stock market, and about 3 have landed on the A-share market.

It should be noted that compared with 2019, investors have become calmer on property stocks, and the market is lowering their valuations. Previously, the first service, Shimao service, KJ Youhuo, etc. broke out at the opening of the market is a wake-up call. But in any case, if the property platform is listed, it will at least be good for the parent company to expand new financing channels.

Suning Appliance chose to pledge or sell the shares of the property management company, rather than seeking to split the IPO, or because of the debt pressure, it needs blood transfusion in the short term.

According to the data from the Enterprise Warning Communication, as of the end of the third quarter of 2020, Suning Appliance’s total liabilities were as high as 299.549 billion yuan, non-current liabilities due within one year were 53.99 billion yuan, short-term borrowings were 49.734 billion yuan, and the ending cash and cash equivalents were only 230.03. 100 million yuan.

In the first half of 2020, Suning Appliance’s revenue was 123.243 billion yuan, down 11% year-on-year; net profit was 784 million yuan, down 69.6% year-on-year, and operating cash outflow was 612 million yuan.

Country Garden Services is a leader in the property management industry. In June 2018, it was spun off from Country Garden Group and successfully listed on the Hong Kong Stock Exchange. As of the end of 2020, it has managed 3277 projects and served 4.24 million owners, with an area under management of 380 million square meters and a contract area of ​​820 million. Square meters, in a leading position in the industry. The annual revenue was 15.7 billion yuan, which is currently the largest revenue in the property sector in the secondary market. In addition, the company also holds tens of billions of cash and equivalents.

Li Changjiang, Executive Director and President of Country Garden Services, once publicly stated that the company may have more than 4,000 projects under management this year, and proposed to achieve a revenue goal of 100 billion in five years.

Country Garden Services, which has a lofty goal and not bad money, started a “buy, buy, buy” model. Last year, it acquired Manguo Kangjie Sanitation Company for 2.45 billion yuan, and Urban Zongheng (elevator advertiser) for 1.52 billion yuan, as well as the smaller Hong Kong Real Estate Industry and Jiakai. Regional property companies in cities and regions.

At the same time that it was reported that the acquisition of Yinhe Property for 3 billion yuan, Country Garden Services also had nearly 4.9 billion yuan to acquire Blu-ray Garbo’s “largest property acquisition case” that has not yet fallen.

If the consideration of 3 billion yuan is true, Country Garden’s offer to Suning has a relatively high premium rate. In contrast, at the beginning of this year Evergrande Property acquired Zhejiang Yatai for 1.5 billion yuan, the latter’s area under management exceeded 80 million square meters; Blu-ray Jiabao, which has an area under management twice that of Yinhe Property, offered only 5 billion yuan—— In the Galaxy property, which covers an area of ​​only 60 million square meters, even if the added value brought by the Suning commercial complex is included, it is worth 3 billion yuan to raise a question mark.

Yinhe Property currently covers more than 200 cities across the country. The projects include commercial complexes (local Suning Plaza), residential and sales offices, industrial parks (towns and logistics centers), office buildings, and public services. There are a large number of projects in Jiangsu Province In other provinces.

Do you think Suning can get out of the debt quagmire? Welcome to write down your opinion in the comment area.