2.22 business management

Suning Tesco e-commerce group, headquartered in Nanjing, China, is a leading comprehensive o2o e-commerce shopping platform in China. After continuously promoting the o2o online and offline integration strategy, the company has carried out all category, all channel and global expansion and operation.In addition, Suning Tesco was once again ranked among the Fortune Global 500 in 2019, and ranked first in the retail industry with a brand value of 269.198 billion yuan in 2019.

At present, Suning Tesco's operation focuses on the domestic market in China. Under the influence of the wave of globalization, Internet companies represented by ByteDance and retail companies such as Alibaba have chosen to invest overseas to explore emerging markets, and have achieved great success and improved their business management performance. In such times, Suning Tesco has also started to choose to invest overseas to seek greater development.

The second part will analyze the business environment faced by Suning Tesco in terms of macro factors and micro factors. Macro factors: Firstly, the incremental shrinkage of China's consumer market, China's consumer market has fallen into a downturn after three years of COVID-19 epidemic, consumers' willingness and ability to consume has decreased, and the demand for quality of goods and services has increased, the incremental shrinkage of the consumer market, and the space for the development of the enterprise is relatively small. Secondly, the pressure of competition in the domestic market has increased: on the one hand, the competition in China's e-commerce industry is fierce, with Taobao, Pinduoduo and other enterprises vying for entry; on the other hand, the downturn in the consumer market has compressed the profit margins of e-commerce enterprises. Once again, the potential of foreign emerging markets is huge: emerging economies represented by countries such as India and Pakistan have fast-growing consumer markets with huge potential and low barriers to entry. Finally, the low cost of foreign emerging markets, the pressure of competition is small: India, Pakistan and other places closer to China, low transport costs, manpower prices are appropriate, you can build a supply chain system. India, Pakistan and other emerging economies have no large domestic e-commerce enterprises, Suning can rely on rich operating experience and huge capital to gain a competitive advantage.

Micro factors: Firstly, Suning Tesco is attracted by the preferential policies of emerging economies, India, Pakistan and other countries have given sufficient policy preferential treatment to foreign investors, Suning Tesco can get tax relief and government help. Secondly, Suning has a rich accumulation of technology, Suning Tesco has accumulated rich experience in building algorithms in the long-term business practice, and can quickly improve the algorithm according to the user profile of the investor countries to attract customers. Again, Suning Tesco itself needs to optimize and improve its supply chain in overseas markets, and by going overseas, Suning Tesco can obtain rich overseas resources, including supply chain, technology and talents. Lastly, to improve risk resistance, going overseas can help Suning Tesco reduce its dependence on China's domestic market and diversify its business risks. When the domestic market faces uncertainty or challenges, the company's business in overseas market can serve as a stable source of income.

The SWOT theory will be used to analyse the strengths, weaknesses, opportunities and threats that Suning Tesco has in the process of globalization in the third part, where the opportunities part will be focused again in the fourth part. Strengths include the integration of online and offline shopping, the presence of many "mega" physical shops and a well-developed logistics base. Weaknesses include redundant organizations, overstaffing, impeded logistical development, and unclear user orientation. Opportunities: Growing online consumer demand, Chinese government support for the e-commerce economy. Threats, high staff costs, decreasing profits year on year, many competitors.

The fourth part will analyze the opportunities and challenges faced by Suning Tesco under the wave of globalization. In terms of opportunities, the first one is brand image building, globalization gives Suning the opportunity to build up its brand image in different countries and regions and to enhance its visibility and recognition in the international arena. The second is access to transnational resources. Through cooperation with global partners, Suning is able to obtain advanced supply chain management experience, innovative technologies and professional talents. Thirdly, learning and innovation opportunities, globalization allows Suning to access and learn from business practices, innovation models and advanced technologies in other countries and regions. Finally, market expansion, Suning is able to enter the markets of more countries and regions, thus expanding its business scope and customer base. Challenges, firstly, benefit distribution crisis, globalization may involve issues such as market share allocation and profit distribution in different countries and regions. Companies need to deal with a variety of different legal, tax and business rules, as well as the complexity of negotiating and negotiating the distribution of benefits with partners. In addition, business expansion will also change the pattern of benefit distribution within the firm, which may affect the degree of solidarity among executives. Secondly, the difficulty of business operation will increase. Globalization will make Suning face competitors from different countries and regions, diversification of consumer demand, complexity of supply chain management and other operational difficulties. Once again, the resource investment increases, entering the international market requires a large amount of investment resources, including market research, brand promotion, channel construction, talent training and so on. The company needs to consider the balance of comprehensive interests,

reasonable allocation of limited resources. Especially in the early stage of market development, a large amount of resources need to be invested, which may increase the cost of the enterprise. Finally, the organizational culture faces challenges. Globalization brings different work cultures, values and business habits. Suning needs to establish a diversified organizational culture in different countries and regions to adapt to local cultures and backgrounds, and maintain globally integrated synergies.

The fifth part will provide constructive suggestions for Suning to cope with globalization and overseas investment. 1. Establishing a global operation strategy: according to the characteristics and needs of different markets, Suning will formulate corresponding operation strategies and business models to ensure that the company maintains its competitive advantages in the global market. 2. Developing localization capabilities: strengthening its understanding of and ability to adapt to the markets of different countries and regions, and cultivating its localized team. 3. Strengthening partnerships: establishing stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Strengthen partnerships: Establish stable cooperative relationships with local partners to jointly develop markets and share benefits. 4. Invest in technology and innovation: Increase investment in technological R&D and innovation to improve product quality and service levels to meet the needs of different markets. 5. Establish a globally integrated corporate culture: Integrate the corporate culture into all overseas branches, emphasize common values and unified strategic objectives to ensure global synergy. 6. synergistic effect.