Channel Business Pformation

In the process of channel reengineering and channel reform, enterprises often encounter a problem. They are often very difficult to make in circulation when they are in production, and how to make them face difficulties is not so difficult to handle. Diversification of circulation mode is not a good choice. Is there a lot of enterprises to help make the channel more smooth?

Xia Lingmin: Channel Innovation

In the process of channel construction, a brand needs both the idle hands of the government and the invisible hand of the market.

In terms of channel links, the government is the most powerful, and our association has always been concerned about the professional market.

The main source of great changes in recent years is the government's push. Enterprises are actively involved, investment is increasing and pformation is accelerating.

But when a company is building a channel, which way is the best way to go? Actually, every enterprise has different ways, but one of them is the same.

As for the current channel mode, now we have several channels. Which channel is suitable for such brands and enterprises, or depends on the market?

We have been advocating mode innovation, channel innovation, and hope to gather more wisdom in the industry, including the wisdom of experts, and the experience that the industry has already had.

From the enterprise level, we also need to have the quality that the channel should possess so as to become competitive.

For example, now we are going to do e-commerce, but whether e-commerce is suitable for this brand, or which way is suitable for doing it, we need to make some choices.

Alibaba has many successful experiences in this respect. Many e-commerce operators also have many good models, which can be used for us. The key is to find a suitable mode for them so that this technological progress can be used for enterprise channel construction.

Therefore, channel innovation is an eternal topic, and every enterprise and every brand can not relax at all.

From exporters to importers

Mr. Tian Hao, your experience is returnees. Before 2008, you provided export channels for domestic enterprises, but after 2008, you started to bring overseas enterprises back to China. Did you come back and do import?

Tian Hao: before 2008, we mainly export, providing a platform and channel for garment export enterprises.

The main task is to invite overseas buyers to purchase in China, including large retailers who have entered China, such as WAL-MART and Carrefour, which directly put global sourcing here, and the annual purchase amount is 26 billion US dollars.

After 2008, this situation began to reverse. A large number of export enterprises began to rent out, because everyone was also in pition, the cost of production rose sharply, and the appreciation of the Renminbi made many exporters start to find their way out again. As a channel provider, we must follow the market trend to serve.

We have also begun to consider the pition from one-way exports to two-way imports and exports, but still focus on the introduction of foreign clothing brands to China.

Foreign brands are invading China in large numbers, will there be less room for Chinese enterprises to survive? When I introduced B&Q into China before trading mall, I encountered very great resistance at that time, and many people thought that the introduction of wolves into the room.

I don't think so. China is a developing country. The gap between China and other countries is relatively large. How to catch up with the advanced international level is a shortcut.

Chinese people are very smart and hardworking, so the entry of foreign clothing brands into China may start their world, but in the end, domestic brands dominate. This is a dialectical relationship.

You said that the introduction of foreign clothing brand will not affect the development of local garment enterprises, but it will directly reflect the share in the market. In the past, you helped enterprises go out and today they introduced their competitors. What have you helped us in the circulation mode?

Tian Hao: actually, we go out to do OEM, we do not own brands, we earn money and sweat. I remember an article analyzing how much WAL-MART shirts sold on the market, how much money the Chinese enterprises sell, the number is very different, and a lot of money is still earned by foreigners.

When foreign brands come in, they may temporarily occupy part of the market share, but in the medium and long term, they still outweigh the disadvantages because they have narrowed the gap between Chinese enterprises and foreign countries.

Chinese clothing enterprises lack brand names, and lack of design. After the introduction of foreign brands and designs, the gap has been greatly shortened, because the Chinese know themselves best, understand what their compatriots want, and what your market demand is, including retail businesses.

Network channel drivers

Speaking of Alibaba will think of the Internet, people will find that e-commerce has changed the circulation of the entire garment industry. From the past physical stores to virtual stores, how much do you think e-commerce has changed the bottleneck of innovation in the circulation of textile and garment industry?

Wang Gang: represented by WAL-MART is industrial standardization production, and what we are seeing is a new era of commercial civilization.

What is new business civilization? Our understanding is that the future must be consumer driven, channel driven, and driven by producers, rather than the current planned economy.

For example, I am a clothing manufacturer, my designer, my buyer caught some fashion trends in the street, and then design and produce, there is a problem with selling. I think that the number of stores built by channels and terminals is not important. Mastering consumer habits and behavior data is the most important, so the goal of Alibaba in the next ten years is to be the first platform to share data in the world.

If you are a manufacturer, you can get the original service terminal consumers in Alibaba, you can get these data, so as to make a new judgement for your production and manufacture.

Now Alibaba has a company called Ali cloud company, which is doing cloud computing.

One of the models of cloud computing is blue, red, blue represents less than supply, and red represents supply exceeding demand. These data are sent to Ali cloud company through data from Taobao, Alipay and Alibaba. Models can be calculated in time to feed producers in the first place. Tell him that towels are now oversupply, you need to adjust, sweaters are not enough in winter, you have to produce more, Alibaba's future platform is to share data and sell data.

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The attempt of the industrial alliance

Next, the guest came from Dongguan, where all the salesmen of the Alibaba concentrated on the biggest firepower attack. Without any substantive help from the local government, he built an alliance of local textile and clothing, especially the wool weaving industry, to see customers and pick up orders together. How do you think of this method?

Cheng Yingang: before I did the raw materials, I worked in Japanese enterprises before, from wholesale to brand, and today's industry is really close type alliance, is also exploring in advance.

I have been thinking about how far the industrial cluster can go, whether it can play its own brand and whether it can become a powerful country in the whole world.

Obviously, it has two sides. On the one hand, if we do not cooperate, it is killing each other, and all enterprises are getting more and more sad. If we encourage productive enterprises to make brands, they will do the channels. I think it is unprofessional people to do professional things, resulting in waste of resources.

Zhuhai Wiseman makes the brand OEM, and Hongkong's Li Feng is also a trading company. Sales can achieve nearly two hundred billion. It can be said that China's main orders are pferred through it.

Each manufacturer has different characteristics in production and production, and even has every specialty in raw materials and technology.

A shoe factory in Dongguan is very large. Nike has made 80% orders in the past few years in this shoe factory. But until now, it has never given orders to this shoe factory directly, but to Hongkong's trading bank.

For example, WAL-MART, many people will want to buy all the machinery and equipment, and the venue is free to use it. If you put your production base in my place, you may win.

But WAL-MART will not do so, WAL-MART manufacturing cost control is the lowest, it can be so strong, procurement cost control is very good.

This is caused by profession.

For me, what I do is two aspects of business, the first is the OEM, the second is the independent brand, and the OEM can be said to be equivalent to a professional procurement of Brand Company.

We will surpass Li Feng in the professional degree of sweater, and can pick up Li Feng's list.

And if the independent brand is bigger because of the larger quantity of sweaters, the sweater living hall will be built in the future.

Now many foreign traders are talking to us, we only give them 10-20% profits.

Because they do not need to spend energy on R & D, production and procurement, only selling.

I have an idea that if any Brand Company wants to do the butt of a sweater in the future, just like Pierre Cardin, if you get the Chinese well-known trademark, you can join us in cooperation.

Therefore, the future must be dominated by professionalism.

Efforts in electronic commerce infrastructure

Wang Gang: Alibaba's understanding of e-commerce is definitely not a concept of the market. When Alibaba did B2B, someone told Ma Yun that you didn't get the picture. If you made this thing, it would be equivalent to a 10000 ton cruise ship from the Himalaya Range to the top of the mountain. But after ten years, consumers are changing and the environment is changing. Taobao has gathered sixty million people every day. Taobao has traded more than two hundred billion last year. This year it will break through four hundred billion and seven hundred billion next year. By 2012, Taobao's turnover will definitely exceed one trillion.

The news of e-commerce is pmitted from Taobao to Taobao small sellers, which leads to a new consumption. Consumers have triggered a series of changes in the supply chain.

Alibaba is doing the first thing to help you solve the infrastructure of e-commerce, second to help you pay, and the third is information services. Taobao's biggest problem now is that orders are generated, goods can not be delivered to consumers in time, or you buy three goods on Taobao one day, three logistics companies deliver to you, knocking you three times.

Now, what we do is to aggregate the orders through the consumer platform, and then to cooperate with the logistics companies after the polymerization. This involves a problem: the goods are sent to the warehouse, the order is delivered to the warehouse promptly, and the foreground and background data need to be synchronized.

Therefore, Alibaba will not only do electronic commerce in the future, but what we have to do is the infrastructure of e-commerce. There is no future for us to cultivate land. The most promising people are to develop the land and invite long-term workers to cultivate land. This is our understanding of the future of e-commerce.

Cheng Yingang: sweater, we have done a good job of integration, product classification, including large and small terminal profits, brand, what we lack is electronic commerce operation and technology.

Wang Gang: if you are interested in this technology, let's study the e-commerce of Alibaba sweater by you.

Cheng Yingang: we borrow Alibaba, if the future sweater is done well, you will be able to produce a better than Gome or even do better, including our professional website. If done well, it may surpass all Alibaba nets, and the order of sweaters will exceed the profit of clothing.

Wang Gang: what is the consumption pattern of China's wool market?

Cheng Yingang: as I have just said, Hongkong Lifeng does business in one year, and the list reaches one thousand or two thousand billion a year.

The development of children's wear Gome

Mr. Liao has been silent. Mr. Liao has done a simple job of helping others sell children's clothing. We really want to know how you help.

Liao Weibing: first of all, I want to correct the mistake of the host. He said I was very young. I had passed the last years of my life. It may be a natural advantage for a child dress practitioner.

We have been doing two things in the early days of our cocoa children's clothing. First, we look for excellent products. So far, we have represented about more than 30 outstanding children's clothing products in China.

Another is that we are building a sales channel to enrich product sales channels. At present, this product sales channel has covered 80% of the whole city of Sichuan, and is still being perfected. Our aim is to let more and better products flow into the market in a timely manner through powerful terminals, so as to save manpower costs and resources for manufacturers.

We now make a position for the company, that is, we must do the "Gome" of children's clothing industry, but resolutely do not do children's clothing industry "Wong Kwong Yu".

How to sell products for others? Actually, from the initial stage of the establishment of enterprises, we choose partners as more basic requirements, such as whether their products are not in line with market demand, and whether their prices, their design can be combined with the market we are in, or even some partners are good faith management.

But with the continuous development and expansion of the company, our demand for partners has been changing at the end of the year. Now I think that the most important thing is to find a common partner and share a common idea. Now, if there is not a common concept of cooperation, everyone wants to find more interests and profits in this area, so that this cooperation can not have a happy ending.

Therefore, if everyone has a common concept of cooperation, although there may be minor contradictions, they can be understood and tolerant, so that cooperation can be longer and reflect greater value.

President Xia, the four guests are different stories. We see Mr. Tian using the Chinese and foreign docking platform, hoping that the Chinese partner enterprises will get more technical support and platform support. Mr. Cheng has gathered the smaller small and medium-sized enterprises in Dongguan to become a strong ant Corps. Even with Wang Gang, we can see that Mr. Liao is helping others sell children's clothing in Sichuan. If we want to choose the diversified circulation mode in the future, how can you give us more suggestions for small and medium-sized enterprises?

Xia Lingmin: I agree with Wang Ganggang very much. Innovation is not your involuntary involuntary willingness. It is not the result that you are consciously or unconsciously. It is the inevitable result of market choice. This road must go and must be faced. What is different is that different enterprises should make a suitable choice in different stages, which way and which channel are you using.

Now we are talking about a lot of channels sinking, if for a larger enterprise, such a brand can lower the agents and dealers, and do more business, but not all of them, not necessarily.

Export to domestic sales, probably the original network is not, how to do? Also need help others, need to help all aspects of these channels, so for a single enterprise, or that sentence, only choose their most suitable way, only then can successfully go on.