Fan Zhijun: Ten Years To Rebuild A Suning

Last Friday, Fan Zhijun suddenly announced on micro-blog that he would be transferred back to Suning's Nanjing headquarters. In the next few days, his phone call became a hotline, and suppliers, media reporters, colleagues and friends or concerned about his whereabouts or expressing his discontent. Fan Zhijun always smiled and thanked. After leaving Beijing, he has a bigger battlefield. Yesterday, as the new Suning Appliance Operate Fan Zhijun, chief executive officer of the headquarters, said that Suning has about 1500 stores, and will realize the layout of the 3000 stores by 2020, equivalent to a new Suning.

Beijing 9 years: from 500 million to 10 billion

In 9 years in Beijing, Fan Zhijun created a 10 billion Sale The size of the branch has also experienced a difficult period of less than 500 million yuan a year.

In 2002, the Beijing market was a virgin land for Suning from Nanjing. It had no reputation and no geographical advantages. It was not easy to rent an ideal place to open a shop. In order to gain a firm foothold, Fan Zhijun and several business leaders who are going up north in this strange city are located in the site. Though cautious, Fan Zhijun felt more excitement and excitement. In the early days of entering the Beijing market, Suning started from the layout of the store, took the spacious passageway, and combined the international popular open sample with the brand hall. consumption People's eyes.

Fan Zhijun works 12 hours a day or more, often the last one to leave work. "Workaholic" has been rewarded. At present, Suning has 75 stores in Beijing, and its sales volume is expected to exceed 10 billion yuan this year.

Mode Innovation: seize the new market

It has been remarked that 9 years of life in Beijing did not change Fan Zhijun's "Putonghua in Nanjing", but he changed the pattern of the household appliance market in Beijing. Apart from competing against competitors on scale, he is more interested in pattern innovation.

The renewal rate of traditional appliances is relatively low. Beijing Suning began to focus its products on 3C and grab Zhongguancun's "business". Fan Zhijun believes that electronic consumer goods must be the trend of future sales. The Zhongguancun market is very mature in terms of product mix, channel characteristics, business models, consumer groups and so on. However, the Beijing appliance chain must seize the 3C market for the commanding heights. In 2006, a large number of 3C products began to appear in home appliance stores. It has proved that the way consumers choose to purchase 3C consumer goods has begun to change.

Another important change in Beijing's household appliance market is the emergence of credit consumption. Suning is also an advocate. Suning worked with several banks to launch zero down payment for home appliances. Fan Zhijun admits that no promotion can be done without promotion, but he said that the price is only an auxiliary means of Suning promotion, and that service is the only product of Suning.

Commander in chief: National Performance

"In the past twenty years, we have witnessed the vicissitudes of home appliance manufacturing and distribution channels, and have been constantly learning about them." This is Fan Zhijun's summary on micro-blog. In fact, it has been discovered that even in the era of expansion of blood and blood, Fan Zhijun can calm down to think about strategy. He is sensitive to change and explores the future from it.

For example, Fan Zhijun likes to study macro policies and urban planning. Beijing put forward the problem of building Tongzhou new town in the East. He immediately thought of how to improve the business chain of Suning Road on Chaoyang Road, Chaoyang North Road and Yayuan Road on the main road leading to the new town. Soon, people saw Suning open the red scarf bridge shop, and took a piece of land on the Chaoyang Road, and built the core flagship store. Beijing put forward the "Nancheng action". He studied the business opportunities brought by the merger of Daxing and Yizhuang, which allowed Suning whether it was the ring line layout, or the community strategy, and the suburban stores all took advantage of the core business circle to become the backbone of the city's main road or transport hub.

Perhaps it is this kind of "strategic thinking" that Fan Zhijun, after 9 years in Beijing, was pushed to a more needed place, a national battlefield.

This personnel change is the second executive change of Suning this year according to the development strategy. At the beginning of the year, Ling Guosheng, who was the head of the Shanghai region, was transferred back to headquarters to become the general manager of suning.com's independent operation. Suning Vice Chairman Sun Weimin told reporters yesterday that if Ling Guosheng is Suning's commander in chief of the air force, Fan Zhijun is Suning's "commander in chief of the army". It is understood that the operation headquarters is a symbolic move of Suning Appliance's "marketing transformation" and shoulders the important task of strengthening the sales of Suning terminal. "Fan Zhijun has been fighting for years in the fiercely competitive Beijing market, and has good business performance. This time it can be said that he has been entrusted with heavy responsibility. If he carried on his shoulder the achievements of Beijing, he would have to carry the performance of the whole country. A Suning insider told reporters.