BELLE Taobao Promotion Strategy: Grab The New Season 5 Days 5 Million

　　 BELLE In the field of manufacturing, a large number of electronic design and production coordination tools have been introduced. The production efficiency has increased to 200%. and the production of the first order has been limited to 50%, so as to reduce the production and waiting time, so that the products can be put on the market early, and they can be sold from the production line to the sales outlets in 20 days, while Daphne and Saturday need more than 30 days. BELLE is better at manufacturing. BELLE is stepping into e-commerce. Taobao promotion The new sales strategy has just entered the autumn. Website sales The 5 day reached 5 million. BELLE's Taobao strategy is admirable. It is more worthy of our study and reference.

Introduction of BELLE E-commerce

BELLE group started its e-commerce in August 2008, mainly engaged in BELLE direct selling and online franchise promotion of various brand products, aiming to build China's largest online marketing platform for high-end brand shoes, bags and sporting goods. BELLE group electronic commerce has successfully sold many domestic and international high-end brand names such as BELLE (BELLE), TATA (HERS), STACCATO (Staccato), TEENMIX (Teenmix), FATO (etc.).

According to the statistics of footwear sales in the second quarter of this year, Taobao shoes accounted for more than 15% of the market share in the 2 billion 200 million quarter of the 2 billion 200 million quarter of Taobao footwear sales, which did not include the sales volume of Nike sports brand online sold as Nike's domestic distributor. In particular, BELLE recently launched a new promotion campaign in the name brand hall from 18 to August 22nd of Taobao in August. The sales activity of five days has achieved 5 million of sales. How did we get this result? We interviewed Xie Yunli, general manager of BELLE e-commerce.

Two, BELLE's Taobao strategy:

BELLE's channel development includes Taobao and Taobao franchisees, its own B2C platform, Tao Xiu network, and major B2C websites, including Amazon, Le Tao and so on. Now BELLE's e-commerce sales account for more than 50% of Taobao's sales, while Taobao's sales come from the self operated "E BELLE official flagship store" and various large and small affiliate Taobao stores.

In addition to sales, the purpose of BELLE's entry into Taobao can be summarized as "training, counterfeiting and selling." according to BELLE statistics, the sale of BELLE shoes in Taobao's fake and shoddy products is as high as one billion per annum. If the quality is not done, the cottage will be flooded. This is also one of the reasons why BELLE is developing Taobao vigorously.

Taobao franchisee is one of the highlights of BELLE's e-commerce. BELLE has established hundreds of credit distribution distributors for Taobao sellers. All online products are shipped by BELLE electronic commerce department, and solved the worries of BELLE sellers.

Forming a partnership with Taobao's active and close communication is also one of the reasons why BELLE can do well in the electricity supplier: BELLE's participation in the promotion of the "brand shoes hall rush season" Taobao promotion campaign in August, including the total payment of the first user of each single product, the total sales of 50 percent off, and the sales promotion were unprecedented. For this large-scale promotional activity, BELLE electronic commerce department not only prepared tens of millions of spot goods, but also made substantial profits to consumers, in addition to sales results, during this season's appearance, it dominated the competition with decisive advantages, and achieved the first competitive advantage. {page_break}

Three, BELLE's e-commerce infrastructure work:

BELLE's e-commerce thinking is "planning and moving, thick and thin hair". BELLE's achievements in e-commerce are the result of BELLE's solid foundation in the past 2 years. It is generally believed that the importance of e-commerce is commodity, price, supply chain system, online user experience, customer service sales, marketing and IT technology. Let's see how BELLE does well in its various aspects of e-commerce.

1, the first is merchandise design and research and development. BELLE e-commerce Department has set up a product development team suitable for the Internet: from the past, the offline products were moved to online sales directly, and now, according to the needs of Taobao and the whole network channel, we constantly improve the design of shoes products on the basis of the original brand style and research, design and technology, and constantly introduce new products. In addition, BELLE launched the online marketing brand "Innet", which also solved the conflict between online and offline channels.

2, price advantage: in addition to the price advantage of the electricity supplier products, because the whole Taobao shoe sales are in the mainstream of 100 to 200 yuan, but on the other hand, there is a lack of medium and high quality shoes with a unit price of more than 300 yuan. BELLE Taobao official flagship store now has a single amount of more than 300 yuan, which just meets the needs of Taobao users' increasingly strong high priced shoes.

3, supply chain management: BELLE's advantage in supply chain management has also played a role in Taobao's operation. The rapid changes in the fashion industry pose great challenges to inventory, logistics and delivery speed. The docking between BELLE's e-commerce background management system and Taobao sales system reduces the shortage rate and gives customers a better user experience. BELLE's customer service system is directly linked to the official B2C and Taobao stores. As long as the order number is issued, the authenticity of the commodity can be directly judged and the after-sales service of BELLE can be enjoyed at any time.

4, online user experience: BELLE's Taobao team, equipped with 3 full-time photographers, more than 10 web designers, enables users to experience better and is consistent with BELLE's consistent brand positioning.

5, customer service sales: BELLE's electricity supplier responsible person originally was the customer service leader of the group, more than 100 people Taobao customer service, not only understands the shoes industry, also understands BELLE shoes characteristics, also understands the Internet communication skills. A mature and professional customer service team ensures the effectiveness of sales. In addition, BELLE electricity supplier customer service is a bright spot, the electricity supplier customer service system has set up two call centers, one is 4001 is located in the marketing consultation, one is 4008 positioning in after-sales service, this is different from other electricity suppliers.

6, marketing: BELLE's market promotion in Taobao has been strongly supported by Taobao. Apart from BELLE's leading brand advantage, BELLE e-commerce's online marketing brand advantage, mature customer service, supply chain management and other business base are also the reasons why Taobao is willing to strongly support the development of the e-commerce. BELLE also took an active part in Taobao's various promotional activities and achieved good results.

Four, BELLE electric business encountered problems:

According to BELLE, the biggest problem that BELLE electric providers encounter is the problem of electric business talent. According to Xie Zong, in a recent Ai Rui Dongguan clothing business forum, Internet technology personnel prefer to work on Tencent's pat, Ali, B2C website and other pure Internet business platform, and as a traditional enterprise, there are some difficulties in attracting special talents of Internet business talents. In fact, Internet talents have learned more experience from the traditional electricity supplier business department, and the development of Internet technology products is closer to the needs of Chinese enterprises, closer to the needs of e-commerce in the future. Moreover, the traditional business enterprises have deeper foundations and broader prospects for development. But nowadays young people do not realize this, and excellent e-commerce talents are more willing to rush to the pure Internet platform enterprises.

Another problem that BELLE electric providers encounter is: inventory management and counterfeit imitation problems. Because fashion shoes are a fast changing industry, e-commerce is also a fast changing business mode, which brings greater challenges to the supply chain management of fashion e-business. Usually, the seasonal cycle of a pair of new shoes is only 2 months, and shooting, product page design, uploading and so on all take time. Communication with internet channels and franchisees takes time. In addition, BELLE's bestseller will quickly appear counterfeit and counterfeit products on the Internet, which is also a hidden danger in Taobao's rapid development.

Based on this, the BELLE electric business team has increased the Internet gene construction on the basis of traditional talents. BELLE's e-commerce team is also independent of the traditional operation team, and is highly efficient on the basis of its own modern e-commerce platform, which is suitable for Internet features. I believe that the strong roots of BELLE's e-commerce will make her better and better in the operation of Taobao and e-commerce.