The trend of car intelligence is becoming increasingly evident, with IT companies entering the automotive industry and traditional automakers embracing digital transformation. Recently, Suning announced the establishment of its E-Car Company, marking a new phase in its strategy by operating auto business in a corporatized manner. It is expected that Suning Auto Supermarkets will expand nationwide in the coming years, as part of Zhang Jindong’s plan to open 5,000 internet stores in 2018. This new format is set to enrich Suning's business portfolio and drive further growth.
In July, the world’s first Suning Tesco Auto Supermarket officially opened, followed by a partnership with BYTON in October, signaling Suning’s entry into the internet car market—from selling cars to building them. Unlike some tech companies that are still uncertain about manufacturing vehicles, Suning’s approach is more practical and grounded. Starting from its retail roots, Suning has also expanded into offline markets, leveraging its extensive experience in physical operations.
Liu Dongyu, head of Suning Tesco Auto and Motorcycle Business Center, highlighted several key advantages in Suning’s automobile business development: a massive user base of 500 million, enabling data-driven insights for car buyers; a strong online and offline channel network, which is crucial for an experience-based product like cars; and integrated logistics and financial services, which will be used to collaborate with manufacturers in the future.
The corporatization of Suning’s auto business indicates that it has reached a mature stage, and the company is now poised for rapid expansion. By adopting the auto supermarket model, Suning aims to challenge the dominance of 4S dealerships and enhance the overall consumer experience in car purchasing. Its strategic partner, Ping An Car Steward, offers over 20 car brands, including BMW, Audi, and Cadillac, with more than 100 models available.
As part of Zhang Jindong’s 2018 vision, this new store format will diversify Suning’s business and support its nationwide expansion of auto supermarkets. In addition, Suning’s collaboration with BYTON represents a different approach compared to BAT’s focus on autonomous driving. Through this partnership, Suning plans to integrate its apps, such as PPTV and Suning Tesco, into BYTON’s in-vehicle system, BYTON Life, to create a seamless shopping and entertainment experience within the car. The first model is expected to launch next month, with mass production planned for 2019.
Other major players, such as Gome and China Resources Vanguard, have also expressed interest in entering the auto supermarket space. With a vast consumer market, competition is heating up, as Alibaba continues to build its own internet cars, Baidu focuses on autonomous driving, and Tencent partners with GAC. The automotive industry is undergoing significant transformation, offering new opportunities for innovation and growth.
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