今年“双11”，苏宁易购不争“彩头”要交“朋友”

Core Insights - The annual "Double 11" shopping festival is expected to see a surge in sales for home appliances, digital products, and department store items, driven by favorable government policies and proactive preparations by retail giants [1] - Suning.com has initiated a "Home Appliance Benefit Day" starting from September 30, creating a 44-day shopping festival that connects the National Day and Double 11 events, enhancing consumer decision-making time and alleviating logistics pressure [1] Group 1: Store Strategy and Consumer Engagement - Suning.com has adopted a "big store" strategy, launching large-scale stores like Suning Max and Suning Pro in key urban areas to enhance consumer experience and meet the diverse needs of the younger generation [2][4] - The Suning Max stores provide immersive experiences by replicating home environments, allowing consumers to visualize products in realistic settings, which has led to significant sales increases [5] - Smaller store formats, such as Suning fun and Suning Home, have been introduced to cater to community needs and enhance consumer proximity, contributing to a transformative impact on Suning's performance [5] Group 2: Financial Performance and Pricing Strategy - In the first three quarters of the year, Suning.com reported revenue of 38.131 billion yuan, a year-on-year increase of 0.29%, and an operating profit of 615 million yuan, achieving profitability for six consecutive quarters despite industry challenges [6][8] - The "True Benefit Supplement" initiative during the National Day period offered significant discounts on various products, with some items priced at nearly half off, resulting in over 1 million pre-orders within 72 hours [6][8] Group 3: Value Creation and Customer Relationships - Suning.com emphasizes building long-term relationships with consumers by providing quality products and services, moving beyond mere transactions to create a community-oriented retail experience [9][10] - The company has engaged in various community activities and partnerships with major appliance brands to enhance consumer interaction and improve service quality, thereby fostering a more sustainable retail ecosystem [12][13] Group 4: Future Outlook - The retail industry is evolving, and Suning.com is adapting to these changes by focusing on modern technology and consumer experience, aiming to meet the growing demand for quality home appliances and services [14][15]