The official response is that this is a normal business operation and should not be questioned too much. Recently, it was reported that Zhang Jindong, the founder of Suning, pledged his equity to Taobao, and the number of shares pledged this time exceeded 1, shares. Then there was media suspicion that Suning's financial situation appeared, and it needed to pledge equity and exchange funds. Later, Suning officials also responded to this incident. Officials said that this kind of equity pledge is only a normal business cooperation and does not involve changes in equity, which will not have any impact on the long-term operation of Suning. However, when the media asked whether the equity pledge was seeking financial assistance, Suning officials did not give an exact response.

In fact, what is more worrying than the founder's equity pledge is the huge debt problem faced by Suning. According to Suning's latest financial report, the short-term debt of Suning's Suning.cn has exceeded 25 billion. There are also tens of billions of bonds and long-term loans due within one year, which makes many investors very worried. However, the fundamental problem of Suning Company is the continuous decline of its main business. In the last three years, Suning.cn's operating cash flow continued to be negative, and the company's operating profit reached-17.8 billion yuan last year. In these years, it has been relying on selling assets to maintain profits, so as to keep Suning's profits on the books positive.

It is precisely because of this that the prices of many bonds of Suning Company in the capital market plummeted. In order to save investors' information, Suning also repurchased twice this year, with a total amount of 3 billion yuan, which stabilized the hearts of many creditors.

In addition, it is reported that Suning.cn will take out its e-commerce business and list it separately. At present, the valuation of Yunwang Wandian, which is controlled by Suning, has reached 6 billion US dollars. If it can be listed in science and technology innovation board smoothly, it should relieve a lot of financial pressure for Suning. However, there are also media reports that Suning may also sell the company directly in exchange for cash. This is also very important. In the early days, the traffic will not be too high, but there must be some traffic. When each customer enters the venue, the anchor must say the user names of these people and say hello to them. Such a small move will instantly improve the intimacy of customers. The anchor needs to pay attention to the fans' questions and analyze their real concerns about the products, so as to find the pain points of users and achieve the purpose of sales, and can't make self-talk ?