Shoes And Clothing Enterprises Take The Road Of Electronic Commerce

2010 Southern China

BELLE is a famous brand of women's shoes in China. It has thousands of stores in the whole country. At the end of 2008, it was officially embarked on the road of e-commerce.

At present, the sales volume of online stores has exceeded 100 million yuan.

Xie Yunli, general manager of BELLE electronic commerce, said: "most people think that doing e-commerce is very economical. If you open a shop, you can ask a few customer service, but in fact it is not."

Xie Yunli said, "when you really do it, you can see that the server can hardly move hundreds of thousands of times. When you sign hundreds of thousands of advertising fees, you know that burning money."

But he said, but after the real business of e-commerce, it will be found that compared with the traditional open shop marketing, it still needs to save money.

See the trick

Q: how to do it?

A: net sales volume not exceeding total sales volume 10%

30-50 mall CEO Gong Wenxiang believes that traditional clothing companies should take steps when they go online.

First of all, first set up shop on B2C platform.

When we can reach 100 single pactions every day, we can expand the team size and do large-scale promotion, such as advertising through search engines, web pages and other ways to attract online shopping customers.

If the net sales volume reached 1% of the total, it was passed, reaching 3%-5%, basically successful.

But not more than 10%, because more than 10%, will be a great impact on offline stores, sales of physical stores will probably reduce 30%-50%.

Q: how can we resolve online and offline conflicts?

A: online product 80% redesign

Almost all of the big clothing brands now start from physical stores. If they sell online, they will affect the sales volume of physical stores.

This is also the reason why many brands have been reluctant to do e-commerce.

Xie Yunli, general manager of BELLE electronic commerce, said that when the enterprise is doing e-commerce, the leader must support from heart.

At the beginning, do not set an index, because after setting the target, the employees on line will reduce sales promotion in order to complete the task, thus affecting the entity store and intensifying the internal conflict.

At the same time, we need to develop specialized products on the Internet. Online shopping products are younger than the products of physical stores. Only about 20% of BELLE's online products are offline, and the 80% is redesign and research and development, so as to minimize the conflict.

Q: lack of talent?

A: internal deployment

The report of AI consulting group pointed out that the lack of e-commerce talents will be a long-term problem.

In fact, the online shop also needs to pay attention to the collocation with the physical store. The online customer service is equivalent to the shopping guide of the physical store, and it needs to advise the customers just like the guide shopping.