Core Viewpoint - The article highlights the emphasis on promoting consumption and creating new growth points in service consumption through events like the "I Am the Chef" cooking competition organized by Suning.com, which aims to enhance consumer engagement and experience in retail settings [1][4]. Group 1: Event Overview - The "I Am the Chef" national cooking competition concluded successfully on January 24 at Suning Max in Nanjing, showcasing culinary talents from various cities [1][4]. - Since its launch in September 2025, the competition has been held in over 26 cities and more than 300 events, transforming stores into interactive urban lifestyle destinations [4]. Group 2: Consumer Behavior Insights - Current consumer behavior is shifting from "owning products" to "enjoying services," indicating a move towards emotional recognition and active social participation [4]. - The event provided a new experience combining "food + scene + social interaction," reflecting the evolving preferences of consumers [4]. Group 3: Sales and Engagement Impact - The competition attracted over 100,000 spectators, leading to a 50% year-on-year increase in sales of embedded cooking machines [5][9]. - Suning.com aims to retain users through immersive experiences that integrate cultural, technological, and community interactions, fostering a positive cycle from traffic to retention and sales [5]. Group 4: Future Initiatives - Upcoming events like the "I Am the Chef" food carnival will further engage the public, encouraging amateur chefs to participate and interact with audiences [9]. - Suning.com plans to enhance its experiential store formats, focusing on user-centric and social needs, while expanding the content of in-store experiences to support retail transformation [9].

Core Insights - The retail industry is shifting from a "price-driven" model to an "experience-driven" model, as highlighted by the Deputy Minister of Commerce, Sheng Qiuping, at the recent National Retail Innovation Development Conference [1] - Suning.com is accelerating retail innovation by upgrading store scenarios and creating experience-oriented consumption spaces, exemplified by the Suning Max stores [1] Group 1: Store Innovations - As of December this year, Suning.com has established over 150 Suning Max and Suning Pro stores nationwide, with nearly 20 Suning Max stores located in major cities such as Nanjing, Beijing, and Shanghai [1] - The Suning Max stores replicate home living scenarios, integrating home appliances and home decoration with actual usage environments, enhancing consumer trust and purchase intent through immersive experiences [1] Group 2: Sales Performance - The Suning Max store in Beijing saw 35.3% of orders exceeding 50,000 yuan within two days of opening, while the Nanchang store experienced a 20% increase in average sales per customer compared to local stores [2] - The introduction of the "Private Home" renovation area in stores has led to a 22% year-on-year increase in orders for renovation services [2] Group 3: Engagement and Events - Suning.com plans to host over 1,000 product launch events and introduce more than 1,000 new home appliances and 3C products by 2025, enhancing consumer engagement [2] - The company has organized over 500 esports events targeting young consumers, attracting over 100,000 participants and resulting in a 27% year-on-year increase in sales of 3C digital products [2] Group 4: Diverse Experiences - Suning Max stores are enhancing their offerings by hosting over 1,000 culinary competitions and food tasting events, leading to a 50% increase in sales of integrated cooking machines [5] - The stores have also organized 500 large-screen viewing events, resulting in a 153% year-on-year increase in sales of large-screen televisions [5] Group 5: Community and Social Engagement - The establishment of the "Suning Friend" area in stores aims to create an open space with experiential and social attributes, enhancing community engagement [6] - The Friend area has distributed nearly 700,000 free cups of coffee and provided free laundry services for over 500,000 items, contributing to a 110% year-on-year increase in coffee machine sales and a 53% increase in laundry set sales [6] Group 6: Industry Perspective - The experience economy is driving the evolution of offline retail spaces towards a composite form characterized by content, emotion, and co-creation [9] - Suning.com’s exploration of store formats like Suning Max integrates product sales, experiential scenarios, and user services, providing a practical reference for retail transformation [9]