Suning to rebrand Wanda Department Stores

Suning, the new owner of Wanda Department Stores, has revealed its fresh name for the chain.

From the end of this month, the new stores will progressively be rebranded Suning.com Plaza.

Suning.com CEO Hou Enlong says the 37 Suning.com Plazas will operate based on the previous supplier advantages accumulated by Wanda Department Store. But by integrating the online and offline shopping scenarios of Suning, such as RedBaby, Suning JIWU, Suning Convenience Stores, the new store model will be transformed into “an innovative, smart-retail commercial complex, where it enables nowadays urban consumers to eat, shop and entertain”.

Together with the existing 19 Suning.com Plazas and 16 Suning Plazas, Suning currently owns and operates 72 shopping complexes, which form the largest self-operated smart retail complex system in China.

Existing Suning.com Plaza in Nanjing, China

Suning.com Plaza will connect Suning’s financial payment methods and provide Suning Logistics’ free 3km delivery service. Enlong says the company will also invest in domestic and overseas supply-chain capabilities to bring in cutting-edge brands and collaborate with popular fashion buyers, to present trend-setting experiences to consumers.

Last March, Suning signed a strategic agreement with Italy Trade Agency to strengthen cooperation between the two parties in introducing quality Italian brands into the Chinese market through Suning’s online and offline platforms. That deal is seen as a step towards Suning further enhancing its overseas supply chain capability, specialising in fashion and general merchandise.

Suning announced the acquisition of all Wanda Department Stores nationwide in February.

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