Online And Offline Combination Increases Who Will Play E-Commerce Better

It may be that people gradually realize that the Internet and traditional industries are not rivals to each other, but "peerless twins" that can match perfectly. The retail industry gradually presents the characteristics of channel integration, and the mutual penetration and combination of online and offline are gradually increasing.

Ten years ago, when Electronic Commerce When it just appeared, traditional enterprises shouted "wolf is coming"; Ten years later, e-commerce showed a blowout trend, and the traditional enterprise, the tiger, finally realized that,

"Wolf" is not terrible. The situation of tiger and wolf working together makes the "sheep" and "rabbit" in the jungle more energetic.

May 28, 2010 Electronic Commerce The Shanghai Summit of Industry was held in 3131 Creative Industry Park, Jiading District, Shanghai. At the summit of e-commerce, Boloni, McCullin, Yuantian Camping and other traditional enterprises suddenly appeared. People suddenly found that these traditional enterprises had quietly completed the first close contact between traditional industries and e-commerce. They relied on innovation to turn technology into wings of takeoff, So as to make e-commerce more fun.

McCullin: the king of multi-channel

The Report on the Development of China's Online Shopping Industry 2009-2010 released by iResearch shows that China's online shopping market in 2009 has continued its rapid growth in the past two years, with the transaction scale of online shopping market in the whole year approaching 250 billion yuan, up 93.7% year on year. During the economic crisis, online shopping has become one of the hottest industries with the smallest negative impact and the best growth. The Internet in China shows a trend of transformation from entertainment to consumer commerce.

Sensitivity is the nature of businessmen. In 2009, there were 4000 websites related to e-commerce in China, and B2C websites set off a lively trend of transformation and M&A at the beginning of 2010. First, Jingdong Mall acquired Qianxun. Then, ordinary people signed a contract with young writer Han Han and recently popular idol Wang Luodan to represent men's and women's clothes respectively; McCullin, which mainly sells women's clothing, has not been idle, and has begun to make a big push to penetrate into the field of men's clothing. The current product line has covered seven categories, including women's clothing, household products, beauty care, children's clothing, mother and baby, underwear, shoes and bags, accessories, and its strategy of "fashion department store platform" is becoming increasingly clear.

Interestingly, McCullin, who intends to be an "online fashion department store", has vigorously opened a physical store offline. At present, there are more than 400 Macaulin stores, basically realizing the layout of large and medium-sized cities nationwide. This unique business model, which has developed from mail order and e-commerce to opening physical stores, first online and then offline, and combining online and offline, has led to the explosive growth of McCullin, becoming the first large-scale profitable B2C website. By December 2009, McCullin's e-commerce channel alone had achieved an amazing performance of selling more than 4 million yuan a day, ranking top among women's vertical B2C websites.

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It may be that people gradually realize that the Internet and traditional industries are not rivals to each other, but "peerless twins" that can match perfectly. The retail industry gradually presents the characteristics of channel integration, and the mutual penetration and combination of online and offline are gradually increasing. At present, Taobao has opened offline stores, and traditional enterprises have also set foot in the Internet. From Gome, Suning Appliance to Wal Mart and Carrefour Supermarket, there are many others.

In the opinion of Pu Sijie, General Manager of McCullin E-commerce Business Department, Electronic Commerce The multi-channel model of Canada physical stores will not bring online and offline conflicts, but will complement each other and form a joint force. "The Macalline e-commerce channel and the physical store channel basically sell the same products at the same price, which forms a scale effect and effectively reduces the production cost. In terms of sales, different channels provide users with more choices, making our channels attract new users, and these users are transforming into each other." "McCullin's products are mainly fast fashion women's wear, following the international famous brands H&M, ZARA, etc., and keeping up with the latest international trends, while the price is only a fraction of that of similar products, which makes McCullin's products very popular in both the first tier and second and third tier cities. Especially in the second and third tier cities, most of them are leisure clothing and sports clothing, lacking real value brand fashion Women's clothing, McCullin's entry is to find such a blue ocean. "

Obviously, different channels lead to different playing methods. Pu Sijie specifically raised the issue of differences between channels,

　　 "Gome and Suning are invincible in physical stores, but they still haven't blocked the rapid development of JD online. The key is that they are still doing online marketing in the way of traditional enterprises. This is also an important reason why many industry leaders have failed in e-commerce. For example, in terms of product positioning, McCullin e-commerce channels can carry more product categories, In physical stores, we only sell our own brand clothing. "

Pu Sijie also revealed that they would try more to price the e-commerce channel products of McCullin. "The users cultivated by C2C platform are very sensitive to price, but with the subdivision of online shopping user groups, the user groups that pursue service and product quality gradually grow, and these users more pursue cost performance, then the brand value of Macaulin is highlighted."

Industry analysts believe that the multi-channel development of McCullin has taken shape. In 2010, McCullin may usher in a process from quantitative change to qualitative change, and it may become an important enterprise in the retail field.

Boloni: Don't pretend if you are not sincere

From street guerrillas to small decoration companies to integrated home furnishing and overall home furnishing, Boloni is engaged in the most traditional and seems to be the most difficult electronic home furnishing industry. While many people are trying hard to turn home decoration into a standard product on the assembly line, Boloni takes the Internet as the best channel to obtain customers. To put it bluntly, Boloni does not sell home furnishings online, but looks for "objects" online.

Lin Zhouyong, vice president of Boloni Group and general manager of the national market, pointed out that they found that when many companies promoted Baidu or Google keywords, they often displayed their own official websites, which was not conducive to users directly finding the information they needed. "How can the birds flying in the sky leave traces of wings?" Lin Zhouyong asked his staff to direct users to relevant topics when linking, so as to "pull out the hairs of the goose" and catch users' eyes at once. "You will find that we never fight price war. It does not need IQ to attract customers through price. What we want to do is to catch customers through online marketing."

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Lin Zhouyong realized that although Chinese people have lived in buildings, rooms and villas, they still do not know how to regard it as taste or cultivation. "The Chinese people's confusion about the household lifestyle lies in the asymmetry of information in the final analysis. So the task left to us in the household industry is very simple: summary, display and guidance."

They try to extract and show the lifestyle of various groups of people. "Consumers will not refine by themselves. Everyone is busy making money. How many people have the time to calm down and think? This work needs us to do. We also want to give people busy making money a concentrated appreciation space, so that they can enjoy the results of our research, analysis and decoration, and find their own lifestyle. This is the experience hall."

Recently, Boloni divided 16 residential experience halls according to different lifestyles. One of them is "women advocate the upper hand", which reflects the kind of double-sided beauty who gallops in the workplace, strong in the day and weak at night, just like Miranda in Sex and the City. "Chinese society has been commercialized in an all-round way. If women want to succeed, they need to inject more powerful and rational male genes into their characters, and use more sensitive nerves to meet the challenges of many different sexes. But the sentimentality of intellectual little women's complex is also the inextricable softness of their hearts. It is true that they are vigorous in the day, gentle and silent in the night, and self pity We. In order to let strong women and women's souls live in the same room, we resolutely put an end to the use of cold color glass and stainless steel in the house. Instead, we use gorgeous and round lines, with a large number of accessories, beads, sequins and plush everywhere. Women with corresponding life experience can suddenly feel familiar and comfortable when entering this room. Instead of asking the salesperson with his salary card, I want to find a room suitable for a woman with a monthly income of 15000 yuan. "

Obviously, the 16 houses can't generalize the complex and changeable lifestyle of all walks of life, but it creates a way to understand the beautiful lifestyle and guide people to discover what they really need. If you don't want to spend your feet to experience the pavilion, you can also easily experience it by clicking the mouse. On Boloni's official website, you can easily find many activities that extend from online to offline.

"If you are not sincere, don't dress up" decoration experience meeting, the chief experience of 16 houses, 68000 home furnishings, 1 yuan for every second...... Boloni has not lost any popular playing methods on the Internet. Lin Zhouyong made it clear that we are changing users' consumption habits through the Internet. "Many people mistakenly believe that home decoration needs to be seen before they can rest assured. In fact, what you see in the store is only superficial information. For home decoration, the most important implicit information, such as service, quality, etc., is often invisible. However, there is more objective information about this on the Internet. So now the home decoration process of users has become online first, then online Offline. "

According to the characteristics of network users, Boloni has also launched some promotional activities with the nature of games. During the Olympic Games, they launched the activity of "grabbing the sofa". Any user who left a message on the blog of President Cai Ming (grabbing the sofa in network terms) can grab a real sofa in reality, which has attracted Internet users from Beijing, Shanghai and Guangzhou to "grab the sofa". "Now Boloni's annual e-commerce sales have reached 200 million to 300 million yuan." Lin Zhouyong is increasingly fascinated by creative online marketing.

There have been many myths about the development of e-commerce. For example, things on the Internet must be cheap. Only standard products can be sold online, not experience. However, McCullin and Boloni have proved through their own practice that price war can only enter a dead end, and brand marketing is a topic that can never be avoided. Quality and service are sometimes more important than price. Both physical stores and online stores are inseparable from knowing what users need. If traditional enterprises want to get a share in e-commerce, they must find new ways to play online according to their own characteristics.