How SuNing Uses Big Data to Revolutionize Retail Supply Chains

The 15th China (Nanjing) International Software Product and Information Service Expo attracted over 1,200 enterprises from more than 30 countries, with over 120,000 visitors. The event focused on national strategies such as digital economy, cloud computing, big data, artificial intelligence, 5G, and "Digital China".

During the high‑level Jiangsu Big Data Industry Development Forum, Liang Wei, Deputy General Manager of Suning Technology Group, presented Suning's big‑data development experience.

Suning, a retail giant for nearly 30 years, has continuously analyzed consumer data through its Retail Technology Research Institute. Key consumer trends identified include diversified consumption structures (47% willing to pay extra for preferred lifestyles), increased emphasis on experience (56% value short videos and live streams), and the convergence of online and offline channels.

Suning emphasizes a "C2M" (Consumer‑to‑Manufacturer) approach, focusing on three pillars: (1) leveraging consumer‑side big data to capture individual needs across touchpoints; (2) providing large‑scale personalized customization; (3) delivering an integrated omnichannel service linking online and offline.

Practical models include reverse customization with major brands, personalized products for consumers (e.g., apparel, gifts, furniture), and co‑development of Suning’s own brand products with factories, all supported by big‑data insights.

Data collection spans both online and offline channels, ensuring comprehensive consumer behavior analysis. On the product side, Suning collaborates with upstream factories to apply data to product design, addressing the gap between consumer demand and product features.

In manufacturing, Suning applies industrial big data to quality, energy consumption, and defect reduction. By using demand‑driven production, Suning matches inventory to real‑time consumer orders, enabling flexible, cost‑effective manufacturing that adapts to seasonal changes.

A case study of multi‑door refrigerators illustrates Suning's data‑driven approach: analyzing structured and unstructured data (online behavior, in‑store interactions) revealed a market gap for large‑capacity fridges with specific features. Partnering with Haier, Suning launched a product with wind‑cooling, humidity control, and low energy consumption, achieving sales more than double the runner‑up.

Suning’s data capabilities are backed by over 10,000 R&D staff, collaborations with factories, furniture and textile companies, and IoT partners, establishing robust data collection, analysis, and modeling systems across consumer, product, and manufacturing domains.

Suning invites partners across IoT, smart manufacturing, and big‑data research to collaborate for industry upgrades and mutual growth.