-
一、公司概况
Brief
Introduction
苏宁电器
1990
年创立于江苏南京，是中国
3C
（家电、电脑、通讯）家电连
锁零售企业的领先者
.
截至
2009
年，苏宁电器连锁网络覆盖中国大
陆
30
个省，
300
< br>多个城市、
香港和日本地区，
拥有近
1500
家连锁店，
80
多个物流
配送中心、
3000
家售后网点，经营面积
500
万平米，员工
15
万多人，
年销售规模
1200
亿
元。品牌价值<
/p>
508.31
亿元，蝉联中国商业连锁第一品牌。名列中国上规模
民企
前三，中国企业
500
强第
54
位，入选《福布斯》亚洲企业
50
强、《福布斯》全
球
2000
大企业中国零售企业第一。
Founded in
1990, Suning Appliance is the leading company in
the
industry
of
3C(consumer
appliance,
computer
and
communication
products)
home appliance retail chain in China.
Up to 2009, Suning has built up a
chain
network nearly 1,500 stores, covering more than
300 cities in 30
provinces and
municipalities all over China’s mainland, Hong
Kong and
also Japan, with over 150
thousand employees and annual sales volume of
above 120 billion RMB. Boasting its
brand value of 50.831 billion RMB,
Suning
retains
ahead
of
the
Chinese
commercial
chain
industry,
and
ranks
the Top
3 domestic
private companies
and
No.54 among the
Top 500 Chinese
companies,
further
to
be
elected
into
the
Forbes
Top
50
Asian
Enterprises
and
No.1
Chinese
retail
company
among
Forbes
Global
Top
2000
Enterprises.
2004
年
7
月，苏宁电器（
002024
）在深圳证券交易所上市。凭借优良的业
绩，
苏宁电器得到了投资市场的高度认可，
是全球家电连锁零售业市场价值最高
的企业之一。
Suning
Appliance (002024) was listed on Shenzhen Stock
Exchange in
July, 2004. Relying on its
excellent performance, Suning Appliance has
been comprehensively recognized in the
investment market thus becoming
one
of
the
home
appliance
retail
companies
with
the
highest
market
value
in
the world.
二、连锁发展
Chain
Development
围绕市场需求，
按照专业化、
标准化的原则，
苏宁电器将电器连锁店面划分
为旗舰店、社区店、专业店、专门店
4
大类、
18
种形态，旗舰店已发展到第七
代。苏宁电器采取“租、建、购、并”四位一体、同步开发的模式，保持稳健、
快速的
发展态势，
每年新开
200
家连锁店，
同时不断加大自建旗舰店的开发，
以
店
面标准化为基础，通过自建开发、订单委托开发等方式，在全国数十个一、二
级市场推进
自建旗舰店开发。
预计到
2020
年，
网络规模将突破
3500
家，
销售规
模突破
3500
亿元。
Centered
on
market
demands,
and
in
line
with
the
principles
of being
professionalized and standardized,
Suning Appliance divides its chain
store formats into 4 types, namely,
flagship store, neighborhood store,
specialized store and boutique store
with 18 specific forms, and its
flagship
store
has
been
upgraded
into
the
7th
generation.
Relying
on
the
synchronous
developm
ent of “leasing, construction,
acquisition and
merger”,
Suning
pursues
its
development in
a
steady
and
rapid
pace
with
the plan of opening 200 new chain
stores annually. Meanwhile, Suning
enhances its strength in self-
constructed stores. Based on the existing
store
standardization,
Suning
promotes
its
self-constructed
projects
in
ten
plus major cities nationwide through such ways as
self development
and order-commissioned
development. It is estimated that by 2020, the
company
network
will
achieve
3500
stores
nationwide
with
the
sales
volume
of above 350 billion
RMB.
三、市场经营
Marketing
整合社会资源、合作共赢。满足顾客需要
、至真至诚。苏宁电器坚持市场导
向、
顾客核心，
与全球近
10000
家知名家电供应商建立了紧密的
合作关系，
通过
高层互访、
B2B
、联合促销、双向人才培训等形式，打造价值共创、利益共享的
高效
供应链。
Integrating social
resources, cooperation and all-win. Satisfying
customer needs, sincerely and
genuinely. Market-oriented and
customer-centric,
Suning
Appliance
has
established
close
relationship
of
cooperation with nearly 10,000 famous
home appliance suppliers home and
abroad, further to build up a high
efficient supply chain of making and
sharing benefits together through
various ways including high-level
communication, B2B, combine promotion,
bilateral and talent training,
etc..
与此同时，坚持创新经营，拓展服务品类，苏宁电器承诺“品牌、价格、服
< br>务”一步到位，通过
B2C
、联名卡、会员制营销等方式
，为消费者提供质优价廉
的家电商品，并多次召开行业峰会与论坛，与国内外知名供应商
、专家学者、社
会专业机构共同探讨行业发展趋势与合作策略，
促进家电产品的普及与推广，
推
动中国家电行业提升与发展。<
/p>
目前，
苏宁电器经营的商品包括空调、
冰
洗、
彩电、
音像、小家电、通讯、电脑、数码、八个品类
(
包括自主产品
)
，
上千个品牌，
20
多万个规格型号。
Meanwhile,
persisting
in
business
innovations
and
expanding
service
categories,
Suning
promises
the
optimum
integration
of
price
and
service
and
resorts
to
various
methods
such
as
B2C,
joint
bank
card
and
membership promotion so
as to provide abundant quality products with
rational
prices
to
customers.
With
a
series
of
industry
summits
and
forums
sponsored,
Suning
also
makes
efforts
to
explore
the
development
tendency
and cooperation strategy together with
many other suppliers, expert and
scholars as well as social
institutions, thereby promoting the
development of the entire home
appliance industry in China. Currently,
Suning
offers
8
major
categories
including
air-conditioner,
refrigerator,
washing
machine, color TV, Audio-video products, small
home appliance,
communication
products,
computers
and
digital
products
covering
more
than
200 thousand
specifications of nearly 1,000 brands.
四、终端服务
Terminal
Service
服务是苏宁的唯一产品，
顾客满意是苏宁服务的终极目标。
苏宁电器立志服
务品牌定
位，连锁店、物流、售后、客服四大终端为顾客提供涵盖售前、售中、
售后一体化的阳光
服务。
Suning considers service
as its unique product and customer
satisfaction as its ultimate goal. It’s
determined to level up its
service
brand
positioning,
further
to
provide
customers
the
entire
before,
in and after
service.
连锁店服务方面，苏宁电器以客户体验为导向，不断创新店面环境与
布局，
制定了系列店面服务原则，率先推出
5S
服务模式，会员专区、
VIP
导购实现一
站式购物。根据顾客多样化需求，提供产品推荐、上门设计、延保承诺、家电顾
问等服务。
Customer experience
directed, Suning has innovated the environment
and
layout
of
stores,
establishing
a
series
of
service
principles,
further
to initiate 5S
service, membership service, VIP shopping guide
and
one-stop
shopping
service.
To
meet
the
diversified
customer
need,
Suning
also provides such
services like products recommendation, visiting
service, extended warranty, home
appliance consultant, etc..
物流是苏宁电器的核心竞
争力之一。
苏宁电器建立了区域配送中心、
城市配
送中心、转配点三级物流网络，依托
WMS
、
TMS
等先进信息系统，实现了长途配
送、<
/p>
短途调拨与零售配送到户一体化运作，
平均配送半径
80
—
300
公里日最大配
送能力
17
万台套，实现
24
小时送货到户。
Logistics is one of the core
competitiveness of Suning Appliance.
Currently, Suning has set up the
national distribution network composed
by
regional
distribution
center,
city
distribution
center
and
cross
dock,
supporting the
distribution within a radius of 80 to 300 km with
the
maximum
capacity
of
above
150
thousand
sets
per
day
through
such
advanced
information systems
like WMS and TMS, promising home delivery within
24
hours.
苏宁电器相继在杭州、北京、南京等地开
发建设了现代化物流基地，上海、
天津、沈阳、成都、长春、无锡、合肥、徐州、福州等
地物流基地建设也全面铺
开。预计到
2015
< br>年，完成全国
60
个物流基地的布局。通过专业化、机械
化、信
息化的运作，苏宁电器物流基地可支持
50-200
亿元的年商品销售规模，零售配
送半径最大可达
150
公里，同时还承担、地区售后服务中心、地区呼叫中心、地
< br>区培训中心等功能。
Suning
Appliance has developed modernized logistics
centers in
Hangzhou, Beijing and
Nanjing, while suchlike projects are also under
construction in Shanghai, Tianjin,
Shenyang, Chengdu, Changchun, Wuxi,
Hefei, Xuzhou and Fuzhou.
It is expected that Suning will complete the
construction and allocation of 60
logistics and distribution centers in
China by 2015. Relying on the
professionalized, mechanized and
information-based operation, the
logistics center supports an annual
sales volume of 5-20 billion RMB and
the retail distribution within the
radius
of
150km
at
most.
It
also
has
such
functions
as
regional
after-sales
service
center,
regional
call
center,
and
regional
training
center,
etc..
“专业
自营”是苏宁电器售后服务的特点，目前，苏宁电器全国拥有
1800
< br>多个售后网点、
30
家高端技术服务中心，
15000
名服务人员、
500
名高技能电器
技师，提供安装、维修、保养等各项服务，服务品类涉及彩电、冰洗、
小家电、
通讯、
IT
五大品类、上百个
品牌，拥有多项作业技术与国家发明专利，成为业
内首个国家职业技能鉴定资质单位。<
/p>
Featured
by
the
professional
and
self-marketing
service
mode,
Suning
has
1.8
thousand
after
sales
service
networks
and
30
advanced
technology
service centers with 15 thousand
engineers and 500 electricians in more
than
300
cities
who
provides
installation,
maintenance
and
other
services
referring hundreds
brands in five categories of color TV,
refrigerator
and
washing
machine,
small
home
appliance,
communication
and
IT
products.
Boasting several practical technology
and invention patents as well,
Suning
becomes the first of its kind in China as a
vocational skill
appraisal site.
客户服务方面，
苏宁电器建立了业内首个以呼叫中心为平台、
以
CRM
为管理
目标的客户服
务体系。
2007
年，苏宁电器率先建立了业内最大的南京呼叫
中心
——坐席数约
1000
人，拥有<
/p>
1000
多条电话线路，全国日最大信息量
10
万条，
实现了全国统一受理与回访，
全国统一服务热线
4008-365-365
全天
24
小时真诚
守候。
Suning has set up the customer service
system which is first of its
kind
embracing the call center as a platform and CRM as
its management
objective. In 2007,
Suning initiated the largest call center of the
industry in Nanjing, having 1000 seats
with more than 1000 lines which
can
support 100 thousand pieces of information per day
at most, thereby
achieving the unified
transaction of telephone consultation and
satisfaction survey with the hotline
4008-365-365 standby all day long.
五、信息化建设
IT
Constuction
信息化是零售业的核心竞争力。
苏宁电器视信息化为企业神经系统，
建立了
集数据、语音、视频、监控于一体的信息网络系统，有效支撑了全国
300
多个城
市、数千个店面、物流、售后、客服终端运作和十多万人的一体化管理
，信息化
建设先后入选中国商业科技
100
强、中国企业信息化
500
强（第
44
位）。依托
苏宁
SAP/ERP<
/p>
系统，
B2B
、
B2C
、
OA
、
SOA
、
HR
、
BI
、
WMS
、
< br>TMS
、
CRM
、
Call
Center
等信息应用系统，
实现了“供应商、
内部员工、
消费者”三位一体
“的全流程信