Emily Tan
Aug 7, 2014

Scattered brand and business strategy hurting Suning

BRAND HEALTH CHECK: Retailer Suning, which built its brand on its chain of home-appliance stores, is struggling to build an online offering to match its powerful e-commerce competitors.

Suning's retail outlet in Tai Po Mall, Hong Kong

In the first half of 2014, Suning posted a loss of RMB749 million US$121.4 million. This plunge is in stark contrast with the net profit of $119 million it reported for the same period in 2013. According to Inside Retail, the company has also shuttered 64 new stores this year, taking its footprint down to 1,583 in mainland China, 27 in Hong Kong and 13 in Japan.

An erratic online strategy that...

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