苏宁的风口与路口

huogengjia · 发表于 2024-12-22 14:50:02

【中国经济新闻联播】苏宁在追随互联风口的概念上，并不灵敏，然而事实上，业界流行的大多数风口，都不过是实践者早已经历的路口罢了。

互联的世界，总有风口在身边。于是也就多了无数追逐风口、期待起飞的投机者。

大数据、O2O、互联思维、互联+一个又一个概念纷至沓来，一波又一波浪潮应接不暇。特别是由克强总理亲自站出来代言的互联+，简直成为所有互联从业者念念有词的魔法口令。可是，慢慢的就有人发现，概念看着近但摸着远。

但是对于很多实干的企业，比如苏宁，仿佛身影总在风口外围，可事实上别人的治疗白癜风的最好医院风口，事实上是他们实践路上早已经过的路口，只不过概念不同罢了。

比如说，O2O这几年大热，无论什么企业都在往O2O上靠，上市的可以取悦股东，没上市的可以取悦投资人和用户，反正跟着炒概念，又不会亏什么。

可是苏宁，早在几年前就在以线上与线下相结合开展互联零售业务，前端的用户购买体验，后端的物流、资金与信息三流整合，早就实现了线上与线下的协同整合，在O2O概念诞生之前，做O2O的实践已经很久了。

互联+对于苏宁也是一样，把平台、商品、产品连接到互联上，一直是苏宁这几年变革的核心，在概念诞生之前，早就有了大量的实践。这不是说苏宁有多超前，这毕竟是做互联零售的必修课，不容回避。

别人玩概念，是在往前看，描述没有经历过的构建，而苏宁和别人不一样，是在做概念，苏宁是在拿概念总结过去。相同的概念，有没有经历过，这个差别可实在太大了。

4月21日苏宁召开的2015年年度股东大会暨投资者交流会上，董事长张近东详述了苏宁互联零售上的战略和治疗白癜风好的医生执行情况，其实就是在拿互联+总结过去。

张近东总结了过去几年苏宁在互联零售商的成就。

在+平台上，借助互联技术，苏宁已经形成云店、PC、移动、家庭的全渠道布局，远超行业平均水平，平台用户超过2亿。店面是苏宁获取流量的入口，提供用户体验最为独特的资源，同时也是的成本服务用户的载体，是020模式的核心。

在+商品上，苏宁已经建立电器、超市、母婴、百货、金融、文化等不同消费特性产品的全面组合，为消费者提供了更丰富更专业的选择。并固化C2B反向定制，实现消费者需求与生产研发制造无缝联合。

在+产品上，苏宁耗资几百亿打造的高效物流、数据、金融服务，已转化成可面向社会化开放的物流云、金融云和零售云。而苏宁不仅仅满足于此，2015年，苏宁更是踩油门，在平台上要用乔布斯精神做门店，要在一年到一年半时间内消灭所有不盈利的店面。商品全面扩容，打造3万家开放平台商户，开拓海外商品。并创新三朵云的产品化经治疗白癜风价格营，追求用户规模的发展，帮助合作伙伴降低成本。

张近东提出的这三个互联+，不是在谈规划，而是在做总结，还是一种实干和憨厚的做派。说实话，如果我是张近东，我应该顺势提出互联的概念，互联的加减法是苏宁过去几年的实践，互联的乘除法则才是苏宁未来探索的风口。

苏宁创造了互联零售模式，还是那种没有太大噱头、朴实的味道，只不过个中困难与甜蜜，也只有苏宁自己知道。互联零售是一个新生事物，一开始很多人猜测苏宁是否在造概念。但通过这几年的摸索和试错，现在看来，互联零售商这条路被苏宁趟出来了。互联零售这条路，在中国乃至全世界也就是苏宁走出来的。

与之而来的成果也是显著的。去年三季度营销情况远超行业平均水平，商品SKU增长了4倍，全国性物流络也取得了显著成效。可以说苏宁已经踩上油门在加速奔跑。对于2015，苏宁更是信心满满，继续坚持聚焦平台、商品、服务三个核心战场，打好一系列战役。

首先是平台的全面出击，用乔布斯精神做门店，计划年内新开50家云店。加大移动端治疗白癜风老专家产品的推广，在用户、频道和规模上突破。加速渠道下沉，无缝建立与消费者的所有触点。然后在商品上全面扩容，建立海外购，固化C2B反向定制，实现消费者需求与生产研发制造无缝联合。服务商品要全面发力，帮助合作伙伴降低成本，提高效率。

你看，说着说着，又现原形了，全部都是实干，没有令世界振奋的新概念。

相比于关注风口，苏宁更沉着冷静地对待目前互联行业的互联+潮流。苏宁一直坚守一个理念：坚持在创新中走自己的路。这几年，张近东一直在拿路打比方，他坚信不论是弯道、直道，一个企业首先要选择好自己的道路。在互联化迅速发展形势下，与其寻找风口投机取巧，苏宁选择专注擅长领域，做大做强。要用乔布斯做苹果，雷军做小米一样的精神去做云店，为供应商和消费者考虑更多，降低成本，使消费者获得更多选择机会和优惠。

无数领域都在总结一种规律，越是朴实无华的实践，越是宝贵。相反，那些看似华丽的概念，往往来得快，去得更快。零售业是一场没有终点的马拉松，苏宁已经以自己的模式和方法，跑在了前面，至少积累了很多人概念的追随者仍在畅想的经验。(李东颖自媒体人)

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[数学] 苏宁的风口与路口

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