苏宁公司英文简介

一、公司概况Brief Introduction

苏宁电器1990年创立于江苏南京，是中国3C（家电、电脑、通讯）家电连锁零售企业的领先者.截至2009年，苏宁电器连锁网络覆盖中国大陆30个省，300多个城市、香港和日本地区，拥有近1500家连锁店，80多个物流配送中心、3000家售后网点，经营面积500万平米，员工15万多人，年销售规模1200亿元。品牌价值508.31亿元，蝉联中国商业连锁第一品牌。名列中国上规模民企前三，中国企业500强第54位，入选《福布斯》亚洲企业50强、《福布斯》全球2000大企业中国零售企业第一。

Founded in 1990, Suning Appliance is the leading company in the industry of 3C(consumer appliance, computer and communication products) home appliance retail chain in China. Up to 2009, Suning has built up a chain network nearly 1,500 stores, covering more than 300 cities in 30 provinces and municipalities all over China’s mainland, Hong Kong and also Japan, with over 150 thousand employees and annual sales volume of above 120 billion RMB. Boasting its brand value of 50.831 billion RMB, Suning retains ahead of the Chinese commercial chain industry, and ranks the Top 3 domestic private companies and No.54 among the Top 500 Chinese companies, further to be elected into the Forbes Top 50 Asian Enterprises and No.1 Chinese retail company among Forbes Global Top 2000 Enterprises. 2004年7月，苏宁电器（002024）在深圳证券交易所上市。凭借优良的业绩，苏宁电器得到了投资市场的高度认可，是全球家电连锁零售业市场价值最高的企业之一。

Suning Appliance (002024) was listed on Shenzhen Stock Exchange in July, 2004. Relying on its excellent performance, Suning Appliance has been comprehensively recognized in the investment market thus becoming one of the home appliance retail companies with the highest market value in the world.

二、连锁发展Chain Development

围绕市场需求，按照专业化、标准化的原则，苏宁电器将电器连锁店面划分为旗舰店、社区店、专业店、专门店4大类、18种形态，旗舰店已发展到第七代。苏宁电器采取“租、建、购、并”四位一体、同步开发的模式，保持稳健、快速的发展态势，每年新开200家连锁店，同时不断加大自建旗舰店的开发，以店面标准化为基础，通过自建开发、订单委托开发等方式，在全国数十个一、二级市场推进自建旗舰店开发。预计到2020年，网络规模将突破3500家，销售规模突破3500亿元。

Centered on market demands, and in line with the principles of being professionalized and standardized, Suning Appliance divides its chain store formats into 4 types, namely, flagship store, neighborhood store, specialized store and boutique store with 18 specific forms, and its flagship store has been upgraded into the 7th generation. Relying on the

synchronous development of “leasing, construction, acquisition and merger”, Suning pursues its development in a steady and rapid pace with the plan of opening 200 new chain stores annually. Meanwhile, Suning enhances its strength in self-constructed stores. Based on the existing store standardization, Suning promotes its self-constructed projects in ten plus major cities nationwide through such ways as self development and order-commissioned development. It is estimated that by 2020, the company network will achieve 3500 stores nationwide with the sales volume of above 350 billion RMB.

三、市场经营 Marketing

整合社会资源、合作共赢。满足顾客需要、至真至诚。苏宁电器坚持市场导向、顾客核心，与全球近10000家知名家电供应商建立了紧密的合作关系，通过高层互访、B2B、联合促销、双向人才培训等形式，打造价值共创、利益共享的高效供应链。

Integrating social resources, cooperation and all-win. Satisfying customer needs, sincerely and genuinely. Market-oriented and customer-centric, Suning Appliance has established close relationship of cooperation with nearly 10,000 famous home appliance suppliers home and abroad, further to build up a high efficient supply chain of making and sharing benefits together through various ways including high-level communication, B2B, combine promotion, bilateral and talent training, etc..

与此同时，坚持创新经营，拓展服务品类，苏宁电器承诺“品牌、价格、服务”一步到位，通过B2C、联名卡、会员制营销等方式，为消费者提供质优价廉的家电商品，并多次召开行业峰会与论坛，与国内外知名供应商、专家学者、社会专业机构共同探讨行业发展趋势与合作策略，促进家电产品的普及与推广，推动中国家电行业提升与发展。目前，苏宁电器经营的商品包括空调、冰洗、彩电、音像、小家电、通讯、电脑、数码、八个品类(包括自主产品)，上千个品牌，20多万个规格型号。

Meanwhile, persisting in business innovations and expanding service categories, Suning promises the optimum integration of \price and service\and resorts to various methods such as B2C, joint bank card and membership promotion so as to provide abundant quality products with rational prices to customers. With a series of industry summits and forums sponsored, Suning also makes efforts to explore the development tendency and cooperation strategy together with many other suppliers, expert and scholars as well as social institutions, thereby promoting the

development of the entire home appliance industry in China. Currently, Suning offers 8 major categories including air-conditioner, refrigerator, washing machine, color TV, Audio-video products, small home appliance,

communication products, computers and digital products covering more than 200 thousand specifications of nearly 1,000 brands.

四、终端服务Terminal Service

服务是苏宁的唯一产品，顾客满意是苏宁服务的终极目标。苏宁电器立志服务品牌定位，连锁店、物流、售后、客服四大终端为顾客提供涵盖售前、售中、售后一体化的阳光服务。

Suning considers service as its unique product and customer

satisfaction as its ultimate goal. It’s determined to level up its service brand positioning, further to provide customers the entire before, in and after service.

连锁店服务方面，苏宁电器以客户体验为导向，不断创新店面环境与布局，制定了系列店面服务原则，率先推出5S服务模式，会员专区、VIP导购实现一站式购物。根据顾客多样化需求，提供产品推荐、上门设计、延保承诺、家电顾问等服务。

Customer experience directed, Suning has innovated the environment and layout of stores, establishing a series of service principles, further to initiate 5S service, membership service, VIP shopping guide and one-stop shopping service. To meet the diversified customer need, Suning also provides such services like products recommendation, visiting service, extended warranty, home appliance consultant, etc..

物流是苏宁电器的核心竞争力之一。苏宁电器建立了区域配送中心、城市配送中心、转配点三级物流网络，依托WMS、TMS等先进信息系统，实现了长途配送、短途调拨与零售配送到户一体化运作，平均配送半径80—300公里日最大配送能力17万台套，实现24小时送货到户。

Logistics is one of the core competitiveness of Suning Appliance. Currently, Suning has set up the national distribution network composed by regional distribution center, city distribution center and cross dock, supporting the distribution within a radius of 80 to 300 km with the maximum capacity of above 150 thousand sets per day through such advanced information systems like WMS and TMS, promising home delivery within 24 hours.

苏宁电器相继在杭州、北京、南京等地开发建设了现代化物流基地，上海、天津、沈阳、成都、长春、无锡、合肥、徐州、福州等地物流基地建设也全面铺开。预计到2015年，完成全国60个物流基地的布局。通过专业化、机械化、信息化的运作，苏宁电器物流基地可支持50-200亿元的年商品销售规模，零售配送半径最大可达150公里，同时还承担、地区售后服务中心、地区呼叫中心、地区培训中心等功能。

Suning Appliance has developed modernized logistics centers in Hangzhou, Beijing and Nanjing, while suchlike projects are also under construction in Shanghai, Tianjin, Shenyang, Chengdu, Changchun, Wuxi,

Hefei, Xuzhou and Fuzhou. It is expected that Suning will complete the construction and allocation of 60 logistics and distribution centers in China by 2015. Relying on the professionalized, mechanized and

information-based operation, the logistics center supports an annual sales volume of 5-20 billion RMB and the retail distribution within the radius of 150km at most. It also has such functions as regional after-sales service center, regional call center, and regional training center, etc.. “专业自营”是苏宁电器售后服务的特点，目前，苏宁电器全国拥有1800多个售后网点、30家高端技术服务中心，15000名服务人员、500名高技能电器技师，提供安装、维修、保养等各项服务，服务品类涉及彩电、冰洗、小家电、通讯、IT五大品类、上百个品牌，拥有多项作业技术与国家发明专利，成为业内首个国家职业技能鉴定资质单位。

Featured by the professional and self-marketing service mode, Suning has 1.8 thousand after sales service networks and 30 advanced technology service centers with 15 thousand engineers and 500 electricians in more than 300 cities who provides installation, maintenance and other services referring hundreds brands in five categories of color TV, refrigerator and washing machine, small home appliance, communication and IT products. Boasting several practical technology and invention patents as well, Suning becomes the first of its kind in China as a vocational skill appraisal site.

客户服务方面，苏宁电器建立了业内首个以呼叫中心为平台、以CRM为管理目标的客户服务体系。2007年，苏宁电器率先建立了业内最大的南京呼叫中心——坐席数约1000人，拥有1000多条电话线路，全国日最大信息量10万条，实现了全国统一受理与回访，全国统一服务热线4008-365-365全天24小时真诚守候。

Suning has set up the customer service system which is first of its kind embracing the call center as a platform and CRM as its management objective. In 2007, Suning initiated the largest call center of the industry in Nanjing, having 1000 seats with more than 1000 lines which can support 100 thousand pieces of information per day at most, thereby achieving the unified transaction of telephone consultation and

satisfaction survey with the hotline 4008-365-365 standby all day long.

五、信息化建设 IT Constuction

信息化是零售业的核心竞争力。苏宁电器视信息化为企业神经系统，建立了集数据、语音、视频、监控于一体的信息网络系统，有效支撑了全国300多个城市、数千个店面、物流、售后、客服终端运作和十多万人的一体化管理，信息化建设先后入选中国商业科技100强、中国企业信息化500强（第44位）。依托苏宁SAP/ERP系统，B2B、B2C、OA、SOA、HR、BI、WMS、TMS、CRM、Call Center等信息应用系统，实现了“供应商、内部员工、消费者”三位一体“的全流程信

息集中管理。此外，苏宁电器先后携手与IBM、微软、SAP、思科等国际知名IT企业开展信息系统建设战略合作，打造国际化智慧型企业。

IT construction is the core competitiveness for retailers. Suning regards IT construction as the its nervous system, and has established an information network system integrating the functions of data

processing, audio, video, and monitoring, which supports the efficient operation of thousands of stores, logistics centers, after sales service and customer service terminals in more than 300 cities with hundreds of thousands of employees nationwide, ranking the Top 100 of Chinese Commercial Technology and the Top 500 (No.44) Chinese Companies in IT Application successively. Besides SAP/ERP systems, Suning also relies on such application systems like B2B, B2C, OA, HR, BI, WMS, TMS, CRM, and Call Center, thereby realizing the centralized management of entire business processes involving \Further more, Suning has progressively cooperated with IBM, Microsoft, SAP, CISCO and suchlike world famous IT companies to establish the IT management system so as to become a global intelligence enterprise.

六、人力资源与企业文化 Human Resource & Company Culture

百年苏宁，人才为本。人力资源是苏宁电器的核心竞争力，苏宁电器将人力资源视为企业长久发展的战略资本，建立了系统化的招聘选拔、培训培养、考核激励与发展规划体系。秉承人品优先、能力适度、敬业为本、团队第一的用人理念，坚持自主培养，内部提拔的人才培养方针，苏宁电器先后实施了1200工程、总经理梯队、采购经理梯队、店长梯队、督导梯队、销售突击队、蓝领工程等10多项人才梯队计划，倡导员工与企业共同成长、长远发展。

Making Suning a century brand relies on talents. Suning has taken human resources as the core competitiveness and strategic capital for its long-term development, and has established the systems of recruitment, training, cultivation, motivation and career planning. Insisting on the HR policy of internal cultivation and promotion, Suning emphasizes the excellent character, moderate capability, great devotion and strong team spirit, and has initiated 10 plus training programs such as 1200 project, general manager team, purchasing manager team, store manager team, supervisor team, sales team, and blue collar project for the further development of both the employees and the company.

1993年，苏宁电器首次引进大学应届毕业生，2003年起启动了面向大学毕业生的专项人才引进培养计划——1200工程。目前，1200工程连续实施8期，引进培养了1万多名高素质大学毕业生。从引进培养、考核任用到沟通激励、发展规划，苏宁电器为1200员工建立了完善的招聘选拔、培训培养、薪资增长、住房资助等配套计划。

Suning first began to recruit the undergraduates in 1993, and

officially initiated the 1200 project in 2003 since when it has been an annual recruitment program. So far, 1200 project has been launched successfully for 8 phases through which 10 thousand high-qualified graduates have been introduced and cultivated. From the recruitment, to estimation, communication, and promotion, Suning has set up perfect plans of recruitment, training, benefits and housing grant.

为提高员工综合素质与管理能力，打造学习型企业，苏宁电器建立了企业文化、业务能力与领导力三大培训领域，涵盖入职、在职、脱岗、E—Learning自学以及厂商联合人才培训、校企合作、外部机构合作等多种形式的培训体系，先后在北京、杭州、南京等地建设了现代化的培训基地，年培训人次达10多万。 In order to improve the general quality and management capability of employees, Suning has initiated three major training systems of company culture, performance and leadership referring introduction training, on-the-job training, off-the-job training, E-learning, joint training with suppliers, colleges and social institutions. It has also constructed the training centers with modern equipments in Beijing, Hangzhou and Nanjing boasting the total training capacity of more than a hundred thousand employees annually.

苏宁电器树立了“做百年苏宁，国家、企业、员工，利益共享；树家庭氛围，沟通、指导、协助，责任共当”的价值观，倡导员工与企业共创价值，共享成长，坚持激励为先，大胆提拔，建立了涵盖员工福利、各类奖励、晋升和发展等全方位的激励体系；同时，通过制度化的各类员工活动，倡导家庭式的氛围，提升团队凝聚力。

“To build century brand, benefits sharing across the country, company and staff; to create family atmosphere, responsibility sharing with communication, instruction and assistance.” Based on such company philosophy, Suning Appliance emphasizes the common benefits and

development while prioritizing motivation and promotion. It has set up a comprehensive motivation system involving welfare, reward, and

promotion, and made the employee activities institutionalized to enhance the family atmosphere as well as the team spirit.

企业文化是苏宁电器管理和发展的灵魂。20年来，苏宁电器在企业内部塑造了执著拼搏、踏实严谨的工作氛围，采取多种方式，不断加强员工思想教育，企业立志打造百年品牌，全力打造事业经理人团队，倡导员工与企业共同成长，长远发展。

Company culture is the soul of the management and development of Suning Appliance. All through the 20 years, Suning has successfully established the working atmosphere of “striving persistently and never giving up”, and continuously strengthened ideological training through

various ways in order to create a century-brand, thus realizing the common and further development of both the employees and the company.

七、社会责任 Social Responsibility

在企业做大做强的同时，苏宁电器坚持做负责任的企业公民，在吸纳就业、缴纳税收和慈善公益等领域不断回馈与服务社会，并努力通过企业的发展带动行业提升、城市发展与社会繁荣。目前，企业累计纳税近百亿元，直接解决了就业15万人，间接支撑就业人数上百万，多次荣获国家、省、市税务部门颁布的纳税先进企业称号，在抗灾救民、捐资事业、扶贫助困、疾病防治、环境保护等领域累计捐赠7亿多元。2006年，苏宁创立“1+1阳光行—苏宁社工志愿者行动”，号召全体员工每人每年捐出1天工资用于慈善捐赠，每人每年奉献1天时间参加社工服务，成为中国第一家将社会公益长期化、制度化推进的企业。“1+1阳光行”自启动以来，全国共组建500支志愿者分队，年平均活动人数已达到12万人次。

Suning Appliance Group insists on being a responsible corporation citizen, constantly rewarding the society by providing jobs, paying taxation and promoting public charities to drive the industry and the urban development as well as the social prosperity. It has been awarded the title of Advanced Taxpaying Enterprise several times by national, provincial and municipal taxation authorities with the payment

accumulated of ten plus billion RMB, accompanied by the honor of the private company providing the largest job opportunities in China as it has directly recruited 150 thousand people and indirectly created a job market for millions of people. Further more, Suning has donated accumulatively 700 million RMB in disaster resistance and refugee rescue, public charities, poverty alleviation, disease prevention, environment reservation and suchlike. Moreover, Suning has made “1+1 Sunshine Tour – Community Service Volunteer Action” a long-standing and

institutionalized undertaking since 2006 that involves more than 120 thousand participants on average from more than 500 volunteer service teams every year.

八、社会荣誉 Social Awards

凭借快速稳健的发展、优秀的经营业绩和成熟的品牌形象，近年来，苏宁电器被政府部门、行业权威机构、管理学界、投资界、传媒机构的一致评定为优秀企业，先后荣获“中国最具竞争力上市公司”、“上市公司金牛百强榜首”、“中国企业管理杰出贡献奖与杰出创新企业奖”、 “中国最佳商业模式榜首”、《福布斯》亚洲50大最优公司、《财富》杂志最受赞赏的中国企业、中国企业信息化500强、最具创新力公司30强、中国最佳售后服务奖、中华慈善奖等诸多荣誉，这些支持和认可成为苏宁电器不断前进的动力。

By virtue of the solid development, outstanding performance and mature brand image, Suning Appliance has been recognized as an excellent

enterprise in China by relevant government sectors, industry authorities, management science circle, investment circle, and media organizations. Suning has been awarded many honors including “Chinese Listed Company with Best Competitive Edge” in 2006, No. 1 in “Golden Bull 100 Listed Companies” in 2007, “Outstanding Contribution Award of Chinese Enterprise Management” and “Award for Outstanding Corporation Innovation” in 2007, , No.1 in “Best Business Models in China” in 2008, “Top 50 Asian Companies” by Forbes, one of the “Most Admired Chinese Companies” by Fortune, “China TOP 500 in Company IT Construction”, one of the “Top 30 Creative Companies”, “Best After-Sale Service of China”, “China Charity Award”, etc. All these supports and recognitions have become the great motivation for Suning’s further development.

九、发展规划 Development Planning

展望未来，苏宁电器将立足国内与国际两个市场同步开发，以经营创新和管理提升为基础，保持稳健快速的发展步伐。到2010年底，电器连锁店总数突破1200家，销售规模突破1500亿，实网络规模、品牌效益、管理与服务等全方位的行业领先，进入世界500强；到2020年，电器连锁店总数将达3500家，销售规模达3500亿，同时完成300个电器旗舰店、60个物流基地的建设，进入世界一流企业的行列，成为“中国的沃尔玛”。

Looking forward, Suing Appliance will make full efforts to exploit both the domestic and foreign markets, and maintain a steady and rapid pace of development on the basis of marketing innovation and management improvement. By the end of 2010, Suning will have 1,200 chain stores with the sales volume reaching 150 billion RMB, and rank among the World Top 500 Enterprises. By 2020, Suning will have up to 3,000 stores in total with 350 billion RMB in sales volume, and complete the construction of 350 flagship stores, 60 logistics and distribution centers, all of which will make Suning one of the top companies in the world and eventually the “Chinese Wal-Mart”.

服务是苏宁的唯一产品，苏宁电器将矢志不移，持之以恒，为打造中国最优秀的连锁服务品牌不懈努力！

Suning boasts its service as the unique product. In the future, Suning Appliance will continue to exert unswerving and unremitting efforts to establish the best chain service brand.

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