BELLE "Tao Xiu Net": "Do Addition" Instead Of "Clear Inventory".

Under line

Do not make "explosions".

Many traditional businesses are "being".

In January 2008, Xie Yunli, who was responsible for setting up a 4008 customer service hotline for BELLE group, submitted a report to the top of the group: the sale of shoes with BELLE and its brand name on the Internet, including fake and gray channels, which had nearly one hundred million yuan of market.

The company immediately exploded the pot.

Compared with the annual sales quota of nearly 20 billion yuan in BELLE shoe industry, the market of 100 million yuan online is negligible.

But in the face of the new Internet market, BELLE management is not cautious.

As the "outsider" of e-commerce, BELLE decided to "control" the market on the Internet first.

In November 2009, BELLE Group Electronic Commerce Department - Li Gang shoe industry (Shenzhen) Co., Ltd. Nanshan Branch was established, the official online shop Taoxiu online line, Xie Yunli served as deputy general manager.

According to Xie Yunli, Tao Xiu net is a department that is parallel to BELLE's brand (BELLE, Staccato, she, Teenmix, etc.), holding the power of "off line" brand.

Within the BELLE group, its sub brand "one brand, one floor" has always been a "survival" in production and channels besides design and marketing.

Especially in the channel, BELLE's sub brands are neighbors in the department stores and m all counters and stores.

This is one of the charms of BELLE's business model: multi brands to achieve multiple styles, coupled with the sales of catering, catering to the "fickle" demand of women consumers.

This "embrace" thinking is still used in e-commerce.

As BELLE's online "exclusive store", Tao Xiu net integrates BELLE's sub brand products onto the shelves.

"The idea is not to make explosive money", but still based on the existing product line of BELLE, and has always insisted on winning the rule by category.

It is not "clear stock".

Xie Yunli pointed to dozens of rows of shoes in the conference room. "This is only 1/3 of the style of autumn and winter this year."

As a well deserved boss in the domestic shoe market, the more than 20 brands that BELLE shoes commanded through acquisition and sales agents can meet the needs of women of 18-45 years old. On every theme and price range, BELLE can provide two or more brands for consumers to choose.

This giant shoe giant with the brand of vertical integration from design production to terminal sales, Xie Yunli's strong research and development capability and production capacity, can't help marveling. "Every year, the design shoes do not know how many times they are selling shoes on the shelves!"

As a result, the online scout network can make full use of the group resources from design to sale, which needs to be rebuilt mainly in the back-end warehousing and distribution section, as well as the training of its own "internal buyer".

"We do not sell traditional stocks."

According to Xie Yunli, the professional buyer of Tao Xiu net will be able to pick up the bestselling shoe type at the ordering meeting of all the sub brands, and pmit the popular elements of the network to the designers of the sub brands of the group so as to modify the design.

After that, you only need to add additional orders to the backend production line.

Xie Yunli picked up a boot. "The same style under the line may be less than a rivet, or a row of zippers, there are always some differences."

These are exclusively for the shoes of the NAO Xiu net, which are printed on the logo of each brand. The sub brands sell the products to the "Sao Xiu net" with the "preferential" shipment price, and have reached a consensus with the sub brands. The low price of e-commerce is necessary, so the price is about 20%-30% lower than the offline channel.

Xie Yunli told reporters.

In this way, through the "fine adjustment" of the same style, BELLE can avoid the conflict between online and offline conflicts, and defend its brand's "pure lineage" in the virtual market. BELLE shoes infiltrate the antenna into the end of the network consumer in the name of "official authentic".

At present, Tao Xiu network is only one of the endings of BELLE's e-commerce sector. There are BELLE official online stores in Taobao mall, Jingdong mall, Mcglaughlin, Dangdang excellence and other platforms.

The vertical B2C platform is constantly expanding product categories, attracting more brands to join, providing unified customer service, storage, logistics and payment services for these brands, and the strategy of department stores is becoming clearer.

Whether it is BELLE's online "exclusive store" Tao Xiu network, or the vertical platform for cooperation, for BELLE, it is only online "channel".

With the share and influence of the traditional footwear market, BELLE shoes will be "attractive customers" for any online channel.

Copy "brand Empire"

And when BELLE's brand group will "Li Gui" all over the net, homeopathic hatching is more suitable for e-commerce network marketing brand, it appears "logical".

Not long ago, a young group brand "Innet" began to "show up" in the net.

Because after more than a year's operation, Xie Yunli has had a basic understanding of the online shopping crowd of BELLE brand: part of it is not buying online now, people who will buy online in the future, part of them are interested in e-commerce, people who cross the line and cross the line of consumption, and the other part is a new young online shopping group, which is the mainstream customer of Taoxiu network.

According to Xie Yunli, inNet has now been able to "own profits and losses", accounting for only 1/10 of its online sales.

"More are offline brands that are sold exclusively for online sales."

Anyway, "what we need to do is add."

In Xie Yunli's view, the success of the replication line is just around the corner.

Let me play a trick.

A domestic footwear vertical platform CEO:

"Four sides" pformation, not chicken ribs

Traditional enterprises are the needs of the enterprises and the innovation of enterprises. E-commerce is actually a new form of channel, and traditional enterprises often fail to understand e-commerce deeply, which leads to the layout of enterprises. The pformation of e-commerce in traditional enterprises needs to be paid attention to in terms of price system, expansion of e-commerce channels, user experience and speed of logistics distribution.

At the present stage, the commodity price is still a sensitive shopping factor for Chinese netizens. After the pformation of e-commerce, whether the enterprise has a reasonable and effective price system, balancing the channels on the offline line, is for the sake of "creating platform" or "clearing inventory", which is the first thing that enterprises need to consider.

The expansion of e-commerce channels, enterprises do e-commerce advice not to compete with other e-commerce companies, such as Taobao platform, B2C platform, every day will be a thousand single, under the contrast line market, this is a very substantial data, it is suggested that traditional enterprises can be more "Lian Heng", cooperate with multi-party e-commerce platform, at the same time improve their own brand core competitiveness.

User experience, using the vision of the Internet to do e-commerce, traditional manufacturers need to pay more attention to the habit of Internet users, understand the habit of online shopping habits, and then improve the user's buying experience, such as B2C's customer service is 24 hours, and many enterprise platform customer service is early nine night five system, this very affects the consumer's purchase experience.

Logistics distribution, in fact, is a pformation of the system. More traditional channels either have the advantage of goods or have the advantage of distribution, and how to apply them effectively, this needs to be looked at in a brand-new way. The traditional internal systems of enterprises are more like B2B models, and will not be specific to every single data. If we are to do business, we must attach importance to every user, track every order, the construction of IT system and the docking of warehouses in different places are very important problems.

In short, the pformation of e-commerce in traditional enterprises must be driven from the top to the bottom. They should not be superficial, pay attention to details, and regard strategic layout as the only way to avoid more traps.