Research on O2O Landing Mode in Suning
Yan Xingy · Journal of Beijing Technology and Business University · 2015
With the upgrading of internet technology and the popularity of mobile internet,the O2 O with an in-depth integration of internet and retailers is undoubtedly the direction of distribution innovation. This paper analyzes Suning which was engaged in online Yigou and integrated O2 O with the same quality and the same price for both online and offline commodities,and then changed its name to Suning Commerce Group to build data cloud,finance cloud and logistics cloud,forming a closed loop of O2 O to further open both online and offline platforms to the whole society,acting as an interface of actual shops and internet enterprises to help the O2 O transformation of the whole retail industry. The exploration success of Suning O2 O has provided a good demonstration for retail industry,which is expected to enlighten traditional retailers.