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Model O2O Terbaru Suning.com Dongkrak Penjualan 155%

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Nanjing, TechnoBusiness ● Suning.com, perusahaan online to offline (O2O) smart retailer terbesar di China milik Suning Holding Group, berhasil membukukan penjualan dengan peningkatan hingga 155% dibanding tahun lalu dalam ajang tahunan 818 keenam kemarin.

Peningkatan itu diperoleh setelah Suning, perusahaan yang pada 2017 berada di urutan kedua daftar 500 perusahaan swasta terbesar di Tirai Bambu, menggabungkan antara strategi O2O dengan konsep smart retail terbaru.

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Selain itu, Suning juga mendorong aplikasinya menjadi yang paling banyak diunduh selama sembilan hari selama festival. Sementara jumlah pengguna aktif meningkat 97% dibanding tahun lalu, menjadikan festival belanja tersukses sepanjang yang pernah diselenggarakan.

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“Festival 818 tahun ini merupakan ajang pertama yang menyoroti manfaat strategi smart retail Suning yang baru,” kata Zhang Jindong, Chairman Suning Holdings Group, di Nanjing, China, Kamis (23/8). “Setiap tahun kami ingin melampaui kesuksesan tahun-tahun sebelumnya, dan tahun ini kami telah mencapai lompatan kuantum.”

Lompatan kuantum yang dimaksud Zhang tidak hanya dari segi skala, tapi juga promosi konsep baru Suning tentang ritel dan gaya hidup masa depan. Perusahaan melakukannya melalui solusi canggih serta keterhubungan antara berbagai skenario konsumsi yang berbeda.

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Selanjutnya, Suning juga mengedepankan peningkatan keterlibatan pelanggan demi mencapai pengalaman ritel yang lebih baik. Dalam penjelasan perusahaan, Suning menggabungkan aktivitas O2O demi menciptakan pengalaman yang immersive bagi konsumen.

Strategi smart retail Suning fokus pada masa depan ritel yang memanfaatkan kemajuan teknologi baru dan menggabungkan skenario pembelian yang berbeda. “Ini dilakukan demi menghadirkan pengalaman O2O yang inovatif bagi konsumen,” ungkap Zhang.

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Tujuan lainnya yaitu demi menghidupkan kembali kawasan pusat bisnis (high street) serta menjadikan aktivitas belanja lebih menarik dan menyenangkan. Pengiriman pesanan pun menggunakan beberapa pilihan, mulai dari menggunakan drone hingga layanan kendaraan swakemudi.

Pemilik gerai dan konsumen dapat memperoleh manfaat dari layanan keuangan canggih milik Suning, yang memungkinkan konsumen berhemat hingga RMB38 juta. Layanan keuangan itu juga memberi dukungan kepada pemilik gerai mitra Suning hingga RMB3 miliar lebih.

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Sampai saat ini, setidaknya ada 6.753 gerai fisik milik Suning yang berpartisipasi dalam festival, termasuk toko ritel, pusat perbelanjaan, hotel, toko olahraga, bioskop, supermarket SuFresh, dan CVS, selama 25 hari.

Lebih dari 1.000 Suning Retail Cloud Stores memberdayakan pasar konsumen kota dengan pertumbuhan bulanan mencapai 267% selama festival belanja. Pada 18 Agustus, 1.356 layanan ritel “kilometer terakhir” milik Suning CVS melayani lebih dari 20 juta pelanggan dengan penjualan naik hingga 662%.

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Selama festival 818 berlangsung, Suning menggelar Spree-topia. Acara itu berhasil menarik minat lebih dari 60.000 pengunjung pop-up store dan ditonton sebanyak 150 juta kali. Suning juga membuat ruang berbagi konten antara influencer dengan pelanggan yang dinamai The Number 1 Buyer.

Menurut data yang diterima TechnoBusiness, selebriti dan influencer lainnya yang telah menjalankan visi baru Suning tentang ritel masa depan mencapai 5.000 orang. Topik yang tercipta mencapai 80 juta lebih.●

—Zhang Ju, TechnoBusiness/PRN ● Foto: Suning.com

 

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