Mcglaughlin &Nbsp; Multi-Channel Mode Has Been Questioned.

"About

At the beginning of May 2009, Wang Hongzheng, the vice president and ME&CITY brand manager of Mcglaughlin, joined Mcglaughlin, and Wang Hongzheng, who had experience in store development, helped the United States rush to the IPO. Rumors that Mcglaughlin would go to the US in the fourth quarter of 2010 were just looking at his experience.

After a year, Wang has left, but the news has not been announced.

But an email broke the serenity.

At the end of July, one of Wang Hongzheng's subordinates sent a mail to the media, accusing Mcglaughlin of the failure of the retail store mode and bringing out the information that Wang had left.

Wang Hongzheng himself denied knowing about the mail.

Mcglaughlin CEO Gu Gu Chun admitted that after the departure of Wang, there were two former US state employees who joined Mcglaughlin as king, leaving the post of director.

In addition, several entity store staff also left.

In the mail of Mcglaughlin's former staff, Mcglaughlin's online multi-channel interactive development was questioned as a mistake. The entity store was referred to as "child care" for online shopping, and the development of online shopping and physical stores was called "right hand to hand fight".

It seems that Gu Bu Chun is not true.

"Online and offline interactive development, many brands are doing, stores and online shopping are indispensable channels.

Most of the franchisees still make money.

Multi channel mode has been questioned

Mcglaughlin, who has developed from the catalogue mail order business, accounts for 70% of the existing product business and only 30% of household and health beauty products.

In recent years, Mcglaughlin, who started the mail order, began to walk on many legs, and developed three channels, including catalogue mail order, online shopping and physical store. Entity stores became an important part of Mcglaughlin's development.

Wang Hongzheng's joining is the performance of his pformation intention.

In 2006, Mcglaughlin's first store opened in Xin Mei joint Plaza, Pudong, Shanghai. It was also similar to the experience shop, supplemented by the need for the mail order customers to try their own clothes and buy again.

As of Wang Hongzheng's accession, Mcglaughlin's physical stores have reached more than 200.

Mcglaughlin also chose the starting point in women's clothing, avoiding competition with Metersbonwe and JEANSWEST.

After Mcglaughlin joined the company, the company was originally responsible for the merger of one or two retail markets in different markets such as East China, and set up an independent accounting department to manage the expansion of new stores in the national market.

The goal is: hope that in the next two or three years, Mcglaughlin's stores can grow rapidly from more than 200 to 2000.

But a year later, Mcglaughlin stores reached more than 470.

Far from the 2000 targets, even Mcglaughlin's business should be questioned.

In the mail, it also wrote, "from the perspective of VC, mail order online shopping and entities, which children invest in small returns quickly, which has milk to eat.

Traditional clothing retailing must be invested heavily, stalls, large staff, and slow returns, but the capital side will not invest too much to support him.

Most of the franchisees are in a state of loss, and vice president Wang Hongzheng, from the US state, as well as the commodities, development, business and other people who come from the US state, have gradually entered a blind alley.

Wang Hongzheng himself did not respond to this statement.

And Gu said that "the goal set at the beginning of the year is doubled. It is good to achieve this goal now.

In the future we will adjust to the strategy of joining.

Experience graft failure

"Coming to the US in the fourth quarter of 2010" is a very attractive point.

Wang Hongzheng, when I first joined, did not deny that he would rely on the original resources.

And now that the important position is empty, Gu Bei Chun said Wang Hongzheng's departure did not affect the operation of the company. "This position does not want to be airborne at the moment, and it wants to give employees opportunities inside the company."

Although the mode has been questioned and the top executives are shaking, Gu Bei Chun has said that the development of physical stores will not slow down.

"I never thought that our physical stores were to do" child care "for Internet stores, and more people took their catalogues to shop for clothes.

We will also develop physical stores according to the plan, or will we insist on doubles every year? "

Now Gu Bei Chun did not talk about Mcglaughlin's listing at the beginning of 2010.

Wang Hongzheng's departure may mean that the graft of American state experience is not successful.

Gu Beichun said he had to adjust his franchise strategy to help more franchisees make profits.

The adjustment seems to be a partial negation of the previous franchise strategy.

Liu Hongwei, partner of Beijing longitudinal management consulting company, also questioned the common development mode of online and offline brands.

"The franchisee should consider the complementarity of the offline lines. If online and offline are completely in stock and the price is the same, the online will impact the line."

In fact, the cost is high under the line, the rent is expensive, the shop speed is slow, the speed of distribution is not as good as that of the line, and the women's clothing is seasonal and demanding fashion response speed.

About the majority of stores in the mail loss, Gu Beichun said that it is not practical. "We can not say that all of the money, some franchisees have casual clothing experience, there will be losses, but some women's experience of franchisees in a couple of months to make money."

Gu Beichun said that in the future, the risk of franchisees will be pferred to the company, so that the stores will not have too many stocks, but will be ordered and delivered according to the market reaction.

This will reduce the threshold of franchisees, and the number of stores will increase significantly in spring 2011.

Sequoia Capital Partners Zhou Kui has publicly stated that Mcglaughlin is likely to become the first e-commerce company to successfully list. If Mcglaughlin goes public, then stores are necessary for the company's strategy.

Mcglaughlin, founded in 1996, is China's first three funded enterprise that has been approved by the government to engage in mail order business.

At that time, the controlling party was Huaping fund.

The investment is 43 million dollars.

After 8 years of continuous losses, Mcglaughlin began making profits in 2004.

In 2008, Sequoia Capital China invested $80 million to invest in Mcglaughlin, and Huaping investment was successfully withdrawn.

In 2008, Mcglaughlin's total sales volume was close to 1 billion yuan.

According to Liu Hongwei, the operation of retail outlets is very stressful at the present stage, but listing is required for the size of the company. Slow development of stores is obviously impossible.

Wang Hongzheng's slow accumulation and rapid expansion obviously conflict.