Literally, trade-in involves two simple steps: "collecting the old" and "exchanging the new", but the actual operation includes door-to-door disassembly, transporting the old, recycling, sending the new, installing the new, and price evaluation in the process. The deeper level is the mining, analysis and transformation of trade-in demand.
For consumers, one-click replacement can be realized across categories, and home appliances can be collected and replaced in one day at the earliest. But behind it is a big version upgrade of the whole trade-in system.
According to the IT person in charge of Suning's trade-in system, the upgrade of the technical architecture of the system mainly focuses on platform capacity building, including building middle-level recycling capabilities, drawing a clear line of trade-in business responsibilities, unifying the management and docking capabilities of recyclers, and improving the management capabilities of recycling business operation rules, thus supporting various trade-in business models, various business access channels, and various marketing promotion resources and activity management.
To lay a solid platform foundation, the next step is to clear the way, straighten out and simplify the process. Including resource and plan management, accurate crowd discovery, activity definition and deployment, activity execution, process monitoring, analysis and evaluation, and readjustment. Integrate the advantages of online and offline channels horizontally to form multi-channel coverage and complementarity. Through the accumulation of big data, a set of standardized trade-in activity templates will be formed around the customer experience to speed up the response to market changes.
At this point, the recycling process has been deeply integrated into the purchase of new products, directly deducting the old money and replacement subsidies, and submitting the order for recycling and purchasing new products in one step only by paying the difference. And home appliances can be exchanged, and air conditioners can also be replaced by washing machines.
The data shows that after the overall upgrade of the trade-in system, two steps can be saved in the trade-in of household appliances, and 1 step can be saved in the performance link, and the replacement conversion rate is expected to double. At present, the upgrading speed of 3C category is sprinting within one hour from the time of placing an order to the fastest day of completion of home appliances.
With the acceleration of consumption upgrading, the upgrading of 3C and other household appliances is becoming the new normal of consumption. At the same time, the pain points such as hidden dangers of old machines, few service outlets, complicated and time-consuming processes and limited subsidies have become increasingly prominent.
As a service platform, Suning.cn has continuously accumulated big data and huge supply chain capabilities, summed up the pain points of various models in current life scenes, and sorted out more than 30 trade-in scenarios.
Then, through accurate recommendation, intelligent customer service and other services, according to the replacement needs of consumers, combined with the sorted replacement scenarios, we will match the most suitable new machine for them, and cooperate with live broadcast, short video, popular science and other forms to explain the functional selling points and replacement benefits, guide the investigation of security risks, and help consumers complete the consumption process more efficiently and obtain one-stop service.
At the same time, using the big data analysis platform of Suning Business Circle, we will train community leaders in old communities with high membership activity and strong demand for renewal, and provide them with tools such as community grouping and neighborhood red envelopes to activate the vitality of community renewal and bring more benefits to residents.
Facing the new development opportunities in the trillion-dollar market and the urgent need to improve the trade-in service experience, Suning.cn, as the first retail channel of domestic household appliances 3C, uses big data and intelligent marketing to build the platform capacity of trade-in and support the large-scale development of trade-in business. In the next step, we will support partners in capacity building and flexible cooperation through ecological opening, improve business efficiency and user satisfaction, and jointly promote the value of building a green circular economy system.