从“卖产品”到“创生态”：苏宁易购Suning Max店引领2025实体零售高质量转型

Core Insights - The core strategy of Suning.com focuses on the "Big Store Strategy" with the launch of Suning Max stores, aiming to transform traditional retail into immersive lifestyle experiences that integrate technology, life, and social interaction [1][13] Group 1: Strategic Overview - In 2025, Suning.com aims to transition from a product-selling channel to an ecosystem-building retail service provider, aligning with national strategies for high-quality development and new productivity [1][10] - The Suning Max stores are designed to meet the growing consumer demand for quality, scenario-based, and personalized shopping experiences, particularly in the context of the government's "old-for-new" policy [1][10] Group 2: Store Innovations - Suning Max stores redefine the retail "people, goods, and space" model by creating consumer-centric experiences through immersive lifestyle environments, including areas for gaming, coffee tasting, and family activities [3][4] - The stores serve as launch and experience hubs for new smart home appliances, featuring flagship stores for top global brands and hosting numerous product launch events [4][10] Group 3: Membership and Customer Engagement - The "Suning Friend" membership system offers exclusive services and benefits, fostering emotional connections with customers and enhancing long-term loyalty [5][10] - The Nanjing store saw a 60% increase in membership registrations and a 110% rise in transaction efficiency within two months of its upgrade, demonstrating the effectiveness of experience-driven membership models [5][12] Group 4: Nationwide Expansion and Performance - The Suning Max strategy is expanding nationwide, with significant openings in major cities, creating a network that enhances retail presence in key urban areas [7][8] - The Nanjing store achieved record sales of 1.6 billion yuan during the May Day holiday, with a 90% increase in foot traffic and a 78% rise in sales year-on-year by mid-2025 [8][12] Group 5: Policy Integration and Supply Chain Collaboration - Suning Max stores leverage government policies to stimulate market demand, achieving a 588% increase in old-for-new sales at the Nanjing location [10][12] - Collaborations with leading brands like Haier and Siemens have led to the development of customized products, enhancing the supply chain ecosystem and driving sales growth [10][12] Group 6: Financial and Social Impact - In the first half of 2025, Suning.com reported a net profit of 48.693 million yuan, a 230.03% increase year-on-year, with significant growth in offline sales [12][14] - The Suning Max model has attracted a younger demographic, with 60% to 70% of customers being young consumers, revitalizing local economies and enhancing regional consumption [12][14]