Women'S Shoe Giant BELLE'S Breakthrough

Using traditional channels and integrating various channels on the Internet to form a cross channel online sales system for the whole network, BELLE is also demonstrating the ambition of the online industry, though still in careful exploration.

However, BELLE group and other brands of water related e-commerce initiatives are different, they did not follow the majority of people to take the initiative, either to develop B2C channels alone, or to focus on the development of C2C channels, BELLE is the way to develop traditional channels is also used in e-commerce development, that is, the development of e-commerce network operation, cross channel integration on the Internet.

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"Electronic commerce in the whole network" refers to an e-business application mode that expands the products and services of an enterprise through direct selling, distribution, and traditional wholesale sales to the entire Internet.

This kind of full network e-commerce mode can not only meet the needs of the enterprises to directly contact with the final consumers, but also quickly improve the products and services, and establish a truly efficient business model of "customer centered" and "on demand".

Moreover, on the basis of "whole network e-commerce", we can make full use of the advantages of traditional enterprises under the offline supply chain to give full play to their e-commerce platform sales capabilities, and ultimately maximize profits for enterprises.

Shanghai business school CEO Li Zhongwei told contemporary managers that the whole network will be a major trend for enterprises in the future.

As the largest e-commerce software and service provider in China, ShopEx has become the backstage driver of BELLE's e-commerce development.

In fact, although BELLE Group officially did e-commerce in November of 08, it has been thinking for two or three years.

Xie Yunli, director of BELLE e-business division, said that BELLE was constantly discussing in the process of thinking.

Like all traditional enterprises when they enter e-commerce, the first element they consider is how to avoid conflicts between online and offline businesses.

BELLE group conducted extensive market research in January 2008, and finally reached a consensus on the understanding of e-commerce channels, recognizing that e-commerce needs to face rather than avoid.

As a result, BELLE group directly subordinate the E-business Department to its headquarters, and was directly responsible for the vice president, and established the official website, Tao Xiu net.

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Whole network integration

"There are five abilities for traditional enterprises to realize e-commerce in the whole network: suitable business strategy (business mode); good customer experience platform; quick access to customers and retain customers; higher operational efficiency for the whole network marketing; quality products and highly integrated supply chain."

Li Zhongwei said that for traditional enterprises, building an independent B2C e-commerce platform, relying on its strong brand influence, starting from the optimization of internal organizations, integrating e-commerce with the company's overall development strategy, from the supply chain, warehousing to distribution, and establishing its own network business empire, is often the first step taken by many enterprises.

In addition, there will be enterprises through third party platforms, such as Taobao, pat, Baidu, ah, Dangdang, Jingdong mall and so on.

However, based on the huge Internet market, the mode of direct chain stores can not completely cover online consumers.

Therefore, copying and sublimating the distribution and wholesale mode under the original cable becomes particularly important.

This is called the whole network operation.

On line, BELLE group, which is able to integrate the channel well, is also able to integrate offline experience into online operation.

Through the help of ShopEx, the largest e-commerce software and service provider in China, BELLE has vigorously developed the network distribution channel through nearly 500 thousand independent B2C retailers owned by ShopEx. At the same time, it has sold its products to the three party platform of Amazon and red children with the help of ShopEx's "full network e-commerce solution".

Xie Yunli said that BELLE's e-commerce was not limited to B2C or C2C from the beginning. Instead, it took the whole network mode and tried every channel.

For online franchisees, they have many advantages that BELLE group can hardly achieve in the short term. "We need to complement each other with their advantages. We can save a lot of channel construction costs, labor costs, training costs, etc. for those who have their own network stores or companies, they may also lack quality products, so they can have very good complementarity."

Personal start shop has encountered some resistance, including the choice of goods, shelves, shopping guide, logistics and after-sale service. It has a very comprehensive ability to manage thousands of women's shoes, and a fairly high threshold is set up.

Only a small number of people can be professional, dedicated and full time, and all of them have to invest a lot of manpower and material resources to do so. The number of the network owners is less than 5%, and most of them can not enjoy these integrated services.

Through cooperation with ShopEx, BELLE integrated the entire online channel to achieve one-stop service flow, such as supply, customer service, logistics and marketing planning.

Such an online shop is virtual, but the function is no worse than the actual shop, especially for those who have a large variety of stores.

Shopkeepers can also sell professional advertisements through e-commerce platform to attract buyers.

In this way, BELLE has virtually saved a lot of money.

Interaction between the two sides

However, for the whole network, we still can not avoid the conflict between line and line.

Xie Yunli said that in order to solve this problem, BELLE group first made a distinction between products.

70% of the online products are customized by BELLE group for the online design, but they also keep the 20~30% products and offline consistency, which can also form a good match of products.

In addition, "through the integration of the whole network, BELLE can also complement the offline and online resources. For example, BELLE's 10000 stores, if integrated in place, can become a BELLE online pfer station or warehouse."

Li Zhongwei told reporters, of course, this requires strong data and a lot of process architecture and other aspects of combing.

Xie Yunli also expressed similar views at a summit meeting at the end of last year.

This pattern of extending the whole network to the offline coverage completely has a successful precedent in foreign countries. The famous clothing brand GAP of the United States has successfully solved this problem.

From the beginning of e-commerce, GAP promoted the promotion of online channels by using a strong entity store channel. Through effective incentive and assessment system, the online order and offline store experience, after-sales service, storage and other functions were linked together to form a comprehensive network marketing.

Li Zhongwei said that the whole network e-commerce is no longer an ideal and has become a reality.

The whole network e-commerce mode also makes more traditional retail enterprises and online retail enterprises have broader development space.

Through the establishment of the compound marketing system of the whole network, the traditional enterprises have entered the e-commerce by virtue of the strong supply chain capabilities, brand advantages and other advantages. It has become a major trend of China's e-commerce market in 2010.

And the future e-commerce will be presented as a new business mode of "highly unified online and offline" and "complementary advantages of all kinds of resources".