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An Analysis of the Online Marketing Strategies of Suning E-commerce
Chapter One Introduction
1.1Background
Sunning e-commence is an affiliated agency under the Suningyun business group co.--a new generation of B2C online shopping platform, which covers traditional home appliances, daily provisions, and such as the category. At present, Suning E-commence, T-mall and 360Buy are the top three in B2C market in China.
“According to e-Marketer, China’s retail e-commence sales was 426.26 trillion dollars in 2014, including the online purchase of non tourist and service through all kinds of facilities. The index increased by 35% compared with 2013, accounting for 10.1% of the total retail sales. By 2018, the total sales of China’s retail e-commence market will be beyond 1011 billion dollars, which will account for 16.6% of the total retail sales, and the number is more than twice of America –the second largest e-commence market.”(Xie, 2015)
According to the regular news conference of Chinese Ministry of Commerce on 22nd of Jan, Shen Danyang--the spokesman of Ministry of Commerce introduces that, the domestic consumer market, the annual total retail sales of social consumer goods is 26,200 billion Yuan in 2014，among which the e-commerce transactions are about 13,000 billion, up 25% from a year earlier. That means that the e-commerce affairs has accounted for half of consumer goods retail. In the future, online retail will keep high-speed growth. (2015)
In 2014, as direct competitors of Suning E-commerce, the turnover of T-mall and Jingdong mall are 763 billion yuan and 260.2 billion yuan respectively. The turnover of Suning E-commerce is 25.8 billion yuan, which is 3.4% of T-mall and 10% of Jingdong mall.(2015)
1.2 Research objectives and research significance
With the development of the Internet, the boom of e-commerce becomes well known to people and it makes great influences on people’s life. Recent years, the e-commerce of home electronic appliances raises people’s attention. As the benefit leading business, home electronic appliances industry has a high degree of marketization. Whether Suning E-commerce can conduct e-commerce smoothly is not only significant for the household electronic appliances, but also can give some references for the e-commerce of other industries. Accelerating the e-commerce is the key to improve the market competitive power and to improve the core competitiveness. So the research on Suning E-commerce can be very important for the development of Suning in the future. Specifically, firstly it can diagnose its internal problems to find the existing problems of Suning. Secondly, by choosing the suitable strategy, it can improve competitiveness on market of Suning E-commerce. Thirdly, the reasonable strategy is good for the long term development of Suning, so that it is beneficial for the long term development of Suning E-commerce.
1.3 Overall structure of the paper