Inventory: Department Store &Nbsp; Professional Market, Dealer And Network Marketing.

At the end of the year, in 2010, for many enterprises, it was a year of institutional adjustment, mode updating, terminal expansion and scale growth.

Look at department store developers and retail giants competing in the two or three line cities, professional market business models continue to innovate, enter the era of win-win industry, distributors expand marketing channels, buyers are getting better, e-commerce performance is high, igniting the financing flames......

My heart is surging and my ambition is high.

Retrospect is for meditation and summing up for more intelligent operation.

Where is the road next year? Let's explore together.

department stores

Keywords horse racing enclosure

Advance into the two or three line city

Domestic and foreign retailers compete for two or three tier cities

The real estate regulation policy introduced in April this year has brought new opportunities for China's retail real estate, and domestic business giants are equally optimistic about the operation mode of holding + self operated.

Vanke's leading traditional housing industry started to fight for commercial real estate. First of all, Vanke took a commercial complex project with a total construction area of 250 thousand square meters in Changan, Dongguan, including a landmark commercial building of about 60 stories, and then joined it from CITIC Real Estate in the win win center of the core area of CBD.

Hu Zaixin, marketing director of Poly Real Estate Group, said Pauli will fully sprint the commercial real estate sector.

In the next 3~5 years, the proportion of investment in commercial property will gradually increase to 30% of total investment.

Liu Xiaoguang, chairman of the first real estate company, said that in the next 3 years, the first investment is expected to invest 30 billion yuan and take the road of housing industry combination with industry.

In the next 5~10 years, the number of outlets in the first country will increase to 30.

Lingke, chairman of Jindi group, also said that the development and operation of commercial real estate will become an important strategic plan for the future.

For foreign retailers, the pace of expanding the two or three line market is even more continuous.

Carrefour, TESCO and other foreign retail giants have announced more efforts to open stores in the two or three tier cities.

There are various signs that 2010 is still a year of fierce competition between Chinese and foreign department stores. Foreign retailers try to create a "encirclement ring" through a remote expansion.

As of today, TESCO has successfully owned more than 90 rental real estate stores in China (including 81 hypermarkets and 11 convenience stores in trial stage) and 3 Lifespace Ledu Hui shopping plaza.

Morgan Stanley, Blackstone and other funds have been financing, targeting the commercial property that is mainly shopping centers in mainland China.

The British real estate development and investment company, Gore Nuo group, has set up a $600 million fund to invest in Chinese shopping centers. It is looking for opportunities for real estate development in Shanghai.

Japan's largest retail group, AEON group, is also planning to build two to three dream city shopping centers in Ji'nan and expand Ji'nan as a regional headquarters to the surrounding cities.

Keywords Shopping Center

New profit model

Shopping centers become the new battleground of nuggets

According to the McKinsey Global Institute, China's consumption will increase to 39% of GDP, which is much lower than that of many other economies in the world.

COFCO, Huarun, Wanda and other large real estate groups are looking at the new preferences of Chinese consumers for the time spent in shopping centres, and the retail opportunities created by the acceleration of the fast fashion consumption boom.

In addition, China's per capita purchasing power has a very large growth space. This makes any new entrants have the opportunity to increase the flow of people rather than distract the flow of people, and to increase the spending amount of individual consumers.

The "urban complex", which combines the functions of shopping, dining, entertainment, office, residence, exhibition, conference and so on, is combined in space to form a full service chain for target customers and establish a mutually dependent and mutually beneficial relationship among various parts, thus forming a multifunctional, efficient, complex and unified complex.

The representative is the "Joy City" created by COFCO. Now it has opened Beijing Xidan Joy City, Beijing Chaoyang Joy City, Shenyang Joy City, Tianjin and Shanghai Joy City is expected to open in 2011.

The city of joy can be said to be China's most successful commercial retail companies in the past two years.

Since its opening in December 28, 2007, all of its shops have been rented out in 5 and a half months, attracting 234 brands, of which 46 brands are the first to enter the Beijing market, and the other 58 brands choose it as the first stop to enter Xidan business circle.

Over the past 2 years, the daily sales volume of this monster has reached a peak of 10 million 500 thousand yuan, and the daily traffic volume has reached 200 thousand.

COFCO announced that it will invest 70 billion yuan to build more than 20 joy cities in the whole country. Perhaps Joy City will become the largest commercial real estate complex in China.

Wanda Group has pioneered the new commercial mode of "order commercial real estate" in China, and has become the leading enterprise in China's commercial real estate industry.

At present, 27 large-scale urban complex projects have been opened, and 41 urban complexes are planned to open in 2010. The total area of the property is 6 million square meters, and the annual rental income is more than 3 billion yuan.

At the same time, foreign capital is also optimistic about the profit mode of shopping center format. TESCO's commercial real estate project in China, Lifespace Ledu Hui shopping plaza, is a brand new shopping center built by TESCO real estate company. It is a comprehensive shopping center with shopping, entertainment, dining and leisure as an integral whole. The international architectural design, ample parking space, comfortable environment, rich commodities and intimate service provide consumers with a perfect one-stop shopping experience.

IKEA announced that it will invest $1 billion 200 million to build a large regional shopping center to change the single IKEA store format.

At present, the two IKEA shopping centers that have been selected for construction are located in Daxing District, Beijing and Jiangsu Xishan Economic Development Zone (Wuxi), with investment amounts of 500 million and 300 million US dollars respectively.

These shopping centers are mainly "IKEA household" as the main businesses, and then introduce department stores, supermarkets, home appliances, fashion brands, supporting catering, cinemas and other supporting projects.

The shopping center is making extensive contacts with WAL-MART, Carrefour, Da Yun FA, Bailian and other domestic and foreign supermarkets and department stores, attracting investment, and a total of 450 retail brands will be introduced.

According to the retail industry, at present, the profit of the retail industry is getting thinner and thinner. It is difficult to continue to rely on the single department stores, supermarkets and retailing formats. In order to meet the various needs of consumers, it is an inevitable trend to prolong the stay time of consumers and develop multi format business models. The emergence of shopping centers and urban complexes is a successful exploration of the new profit model.

Keywords chain expansion

First is the king.

Chain operation produces scale effect, making it bigger and stronger.

This year is the most active year in the development of chain store chains in China. The scale effect of chain expansion has led these giants to rush ahead.

In short, it is absolute rule to be bigger and stronger.

Guang Bai group is speeding up the implementation of the strategy of expanding the department store retail industry, taking the combination of the development of the province with the development of other provinces, opening up stores and capital mergers and acquisitions, combining the retail industry with commercial real estate, and developing the department stores and other formats. The plan is to develop rapidly with the speed of 3 to 5 stores a year, and strive to become a leading commercial enterprise with competitiveness both at home and abroad.

It is understood that only in the first half of this year, Guang Bai Group signed the Guangzhou Pearl River New Town Sun City, Huadu Phoenix Plaza, and the successful auction of the Beijing road rehabilitation building.

In the second half of the year, the Heyuan shopping center was opened, and the Chengdu store was successfully tested. The Pearl River New Town store also opened at the end of the year. The logistics industry expanded the Kunming Geely project and the East logistics base of the Guangzhou bonded area, and expanded the two new venues by using Guangzhou's spectacle city's international professional platform. The construction of Guangzhou International Commodities Exhibition City and Liuhua exhibition hall is in full swing, and the annual business scale is expected to grow by more than 20%.

The department store of Wangfujing was very active. First, it redecorated the department store in the beginning of the year. In September, it launched the first sub brand, the first store opened in Dazhong temple in December 11th, and opened in the Daxing shop of Wangfujing department in December 11th. As of now, the 22 chain stores have built a first class chain selling network with Beijing as the center and all the central cities in North China, Southern China, southwest, central China and East China. The annual sales revenue has reached 15 billion yuan, and the stock market value has reached about 20000000000 Yuan.

Beijing has always been a center and headquarters of the development of Wangfujing department store.

With the process of urbanization in Beijing, the market has expanded from the Third Ring Road to the six ring. The pfer of consumers has also bred a new development opportunity in Beijing. This is why the Wangfujing department store opened shop in Beijing this year.

At the same time, the Wangfujing department store will carry out the "multi city" development mode in the provincial capital cities. A city will store more shops, forming regional advantages in the local area, and then radiate from these cities to the lower level cities to form "urban agglomerations", which is the strategic planning for the development of Wangfujing department stores.

Professional market {page_break}

Keyword building brand

Specialized market branding

Take market as the core to boost brand development and achieve bilateral prosperity of brand and market.

The future market will be the era of brand aggregation, and put forward double requirements for the market and brand.

With the continuous improvement of the market environment, the wholesale market and brand always go hand in hand.

The commercial circulation in twenty-first Century has already moved towards the business mode of big circulation, great competition and great integration.

As a specialized wholesale market, not only the hardware must be perfect, but also the service function should be promoted. From generality to individuation, the market will be used to promote the brand in depth, encourage more brands to enter the market, push the development of single brand with the overall impetus of the market, and realize the bilateral prosperity of the brand and the market.

As the largest distributing market of Henan women's clothing, Zhengzhou Jin Rong trade city has more than 500 women's clothing factories in Zhengzhou, carrying over 80% of the market output of Zhengzhou women's clothing, and bringing together more than 92% of the Zhengzhou women's clothing brand. It has witnessed the whole process of local clothing enterprises from small workshop production to large specification assembly line operation, from imitation to independent research and development, and has become an important window to show the development level and strength of the women's clothing industry of Henan Province.

Under the situation of "marketization of markets and marketization of shopping malls", the Beijing bailing World Trade Center also attaches great importance to brand operation.

For example, the introduction of Adidas, Nike, CONVERSE, KAPPA, Mester Bang Wei, Semir and other well-known brands, opened up the first line of brand access to the market.

Bai Rong's brand brassiere has been monopolized in Beijing. Branded manufacturers of second or more brands choose to have a berth as one of the main criteria when choosing agents in Beijing.

To support its own brand, Changshu Tianhong garment city holds four annual new product launches every year, inviting many buyers to come.

Secondly, the three dimensional publicity and promotion of Tianhong, from the internal magazine, website, brand docking conference, media and other aspects of the multi pronged efforts, spare no effort.

At present, Tianhong has a large number of independent brands, such as Eli beauty, Jacobs Road, Hollywood, cool Baba and so on. Many brands have their own franchises in the range of Jiangsu. The channel network is spread over Jiangsu, Anhui and Shandong, and some independent brands have an annual turnover of over 100 million yuan.

Haining leather city has also introduced many famous brands, and has created its own brand effect.

So far, two brands of Mmonu and snow leopard have become famous brands in China. The white collar has become a well-known trademark in China, and a large number of famous brands in Zhejiang have been born.

Xinji international leather city is a key construction project in Hebei in 2009. It covers an area of 380 Mu and a total investment of 1 billion yuan.

According to the national AAAA scenic area standard construction, it integrates shopping, leisure, tourism, information dissemination, fashion show, leather Museum and other functions.

The first phase of the investment of 650 million yuan has been completed.

The new design, complete functions and perfect matching have attracted a large number of famous international and domestic brands such as Playboy, old man, Kaiser, snow leopard, Hetai and seven wolves. It has laid a solid foundation for building the largest and internationally known leather products trading center, information distribution center and logistics distribution center.

Keywords industry win win

Get through the upstream and downstream industries

The whole industry is developing, and all links in the industrial chain can be realized together.

The competition of professional market is derived from the dispute of business circles, and the clustering effect is increasingly significant.

If a market wants to achieve real prosperity, it must actively cater to the needs of the overwhelming majority of consumers and the consumption characteristics of the brand era.

Future sales services will include comprehensive functions such as image design to meet consumers' one-stop procurement needs.

All these characteristics determine that single commodity will develop towards mashup mode.

If we want to quickly occupy the forefront of the market, we must cater for this trend.

Henan Jin Rong commerce and Trade Co., Ltd. put forward the idea of "industry win win". Every link of the industrial chain is very important. The whole industry is developing, and all links in the industrial chain can achieve win-win results.

Under the guidance of this concept, the service area of Jin Rong's business city extends to the upstream of the garment industry.

Wenzhou village garment processing park, Zhengzhou famous garment processing base and other projects have been launched and provided to Zhengzhou clothing manufacturers to put into use.

In August this year, Jin Rong international light textile city was opened in Henan. The textile city is located in the exhibition and trade center of the textile trade in the central region. It fills the short board in the upstream part of the textile and apparel industry chain of Henan province. It is a concrete embodiment of the strategy of Henan Henan Trading Co., Ltd. to improve the apparel industry chain and to implement the strategy of revitalizing "big textile and big clothing".

On the basis of the first phase, Southern China city launched the two phase of textile and apparel in a timely manner, aiming at building a textile product center for garments, home textiles, underwear and so on.

The two phase aims to integrate the entire textile and garment industry chain as the goal, not just the extension of the first textile market. Therefore, the project integrates the functions of business matching, exhibition and exhibition, so that buyers from all over the world can get one-stop service, looking for the most complete accessories in China, the new popular fabrics with technical content, fashionable clothing styles and all other raw materials.

The business mode of Southern China city has made up for the defects of scattered procurement and lack of perfect principle supply in the PRD region. Experts have commented that Southern China city has now become the "WAL-MART" for the purchase of industrial raw materials, an integrated service center, and a comprehensive business service platform with a logistics system and a good business environment.

On the platform of South China City, it not only provides an exhibition and trading center for large-scale industrial raw materials and finished products, including functions of trading, exhibition and display, testing, e-commerce, information exchange, warehousing, distribution, freight and financial settlement, but also a modern comprehensive trade logistics city and high-end production and service industry base integrated with purchase, tourism, catering, leisure and entertainment.

{page_break}

Haining China Leather City is a leading market in China's leather industry, enjoying high popularity and influence both at home and abroad.

Haining Leather City, China's leading leather industry in Haining, is leading the leather industry in China, exploring the future development mode of the professional market, the pformation and upgrading of leather industry, the fashion of leather fur products, and so on.

After the leather city has developed to a certain stage, the leather city processing zone has been established, and a production platform has been set up for the small and medium-sized enterprises. After the first phase of leather city opening, the two phase of the market has been launched, the main fur clothing and leather shoes have been realized, and the extension of the industrial chain has been realized. After the two phase has gradually matured, the three stage of the brand fashion center has been launched, laying the groundwork for further upgrading the leather industry.

Based on the mature market in Haining, we build Tong Er Bao Haining leather city to expand the Northeast market.

Keywords scale winning

Specialization plate scale

Meeting the needs of diversified buyers and sellers in a certain product area

The future consumption characteristics are changing from physical demand to cultural demand, from general demand to personalized demand, from single demand to diversified demand, from perceptual consumption to rational consumption.

This requires continuous segmentation of the market. On the one hand, the specialized sector that accommodates a certain product category will be developed to a large scale to meet the diversified needs of buyers and consumers in a certain product area.

The opening of Guangdong Huidong Yin Ji international shoe city represents the new era of Huidong shoe industry entering "Chinese women's shoes to see Huidong and Huidong women's shoes in silver base".

The development and expansion of Huidong's finished shoes trading zone has directly led to the leap from quantitative change to qualitative change. A large number of well-known shoemaking companies in Huidong have gradually replaced the previous single shoe industry distribution, all kinds of new products are gathered, and all kinds of purchasing products are available. The silver base shoe area has formed the Guangdong Guangdong Women's shoes distributing center, which is undoubtedly the biggest positive for buyers.

Huidong Yin Ji international shoe city has become a bridge and hub between shoemaking manufacturers and distributors. It has gradually formed a new pattern of "pre store and post factory", and the three have strong combination and positive interaction. An international one-stop purchasing platform has been gradually improved.

The Tianhong clothing city in Changshu has vigorously adjusted and optimized the interior of the garment city for a year, enriching a large number of strength merchants.

At the same time, we should boldly innovate in market channel development, market brand promotion and management supporting services, and establish the core competitiveness of Tianhong's "low wholesale price and win the market".

Tianhong has been upgraded in terms of business capacity, market channel development, business philosophy, brand share and business strength.

Through the wholesale operation of a single brand, the pformation of the brand into a multi brand wholesale, and the registration of independent brands, the development of the form of joining agents, so as to achieve the upgrading of the market management strength, from extensive management to fine 0 management, thus ensuring the continuous competitiveness of rainbow in the market.

Distributor

Keywords brand trusteeship

Agent pformation trusteeship

Innovation channel of marketing channel

The financial crisis has brought the Chinese clothing brand market to the consolidation stage. The brand agents are also facing the "shuffle" of the survival of the fittest. Under the pressure of "shuffle", many agents in China have been pformed into trusteeship.

Trusteeship has been popular since early twenty-first Century, and has become an important way of garment channel innovation and channel outsourcing.

The so-called trusteeship means that the clothing brand entrusts part of the management power to a specific individual or agency for management, operation, maintenance, upgrading and promotion, thereby promoting the development of the enterprise brand.

Trusteeship institutions must have the advantages of relatively complete personnel, channels, funds and management.

Trusteeship is divided into whole management and sales trusteeship. The whole trusteeship is that the trustee takes over the overall business of the brand and sells trustees as the custodian to manage the sales link only.

In recent years, some brand trusteeship companies have begun to appear in the clothing market, playing a new role between brands and franchisees.

The emergence of brand hosting companies has solved brand investment and sales network channel construction and terminal management. Brand enterprises can focus more on product research and development, product design and product outsourcing.

It can be said that brand trust has launched a new way of clothing industry marketing channel.

At present, most of the brand hosting companies in the domestic market have evolved on the basis of agency.

Unlike the dealer mode, the trustee does not buy goods directly with the brand, nor does it directly enter into a sales contract with the mall, but helps the brand enter the terminal and then sign the sales management contract with the brand in these stores.

Therefore, the revenue from hosting is also different. Dealers sell products from the wholesale price to the terminal when the brand manufacturers sell the goods. The difference between them is their income, while the brand trustee signs the sales performance index in the sales management contract with the brand. After the sales mark is exceeded, the brand trustee can get the rebate of the sales volume.

In the actual operation process, clothing agents and brand hosting are two completely different modes.

Clothing agency is money and goods trading, and pays more attention to the style and quality of products. All business strategies should be consistent with brands.

Brand trust emphasizes more on market development, operation, maintenance and management, and focuses on terminal operation system, product path construction and management.

Whether it is from the brand value or profit acquisition, brand hosting mode has great attraction for agents.

At the same time, relying on Trusteeship institutions to build a market access brand can also get better development.

For trusteeship, while running their own clothing brands, they are constantly looking for brand names that can be managed and integrated into their own resources.

Therefore, in the process of market operation, trusteeship operators not only accumulate a wealth of market resources and experience, but also have their own terminal network.

At present, the three Korean brands responsible for ANSICH, ANDEW and BUCKAROO, which operate in Beijing and Zhejiang, are general manager of Beijing Junsi Zhuo Brand Management Co., Ltd., Huang Zhaohui, who once said in an interview that under the agency mode, because of the need to consider more investment ratio, the business pressure of agents is relatively large, and the space for development is limited by many factors.

If brand trusteeship is implemented, the pressure of trusteeship is relatively small.

Under this mode, the trustee needs to consider the problem from the angle of the overall development of the brand in a certain region, and carry out the comprehensive operation and management of the market and brand, which gives the trustee greater play and greater sense of value.

For brands, the advantage of brand hosting is that they can help brands reduce management costs.

Many domestic small and medium-sized brands or foreign brands find it difficult to find suitable distributors in some big cities and have no ability to establish their own branches in these big cities.

At the same time, they have a strong desire to expand their markets and display their products in big cities, and brand hosting agencies can meet their requirements.

Obviously, brand hosting mode has great appeal to agents both in terms of brand value and profit acquisition.

At the same time, relying on Trusteeship institutions to build a market access brand can also get better development.

{page_break}

Keywords buyer model

Multi brand retailer

Business mode to retail mode

In the face of the brutal "last resort" market rule, how should agents develop themselves? Is it to create a brand by using resources, or to create a competitive advantage through multi brand agents, to reduce risks and increase profits, or to launch their own brand names as channel brands, and to strengthen their own channel advantages and status?

Whether agents or brands, in the fierce market competition, it is important to have brand operation, channel construction and scientific management ability.

The buyer mode provides another possibility for agents to break through and develop.

The buyer mode is a buyout operation that is bought by the buyer, and the merchandise is controlled by the seller.

Buyout business takes up a lot of money and has poor flexibility, and businesses are at risk. But at the same time, businesses also have pricing power.

Buyer mode takes on more risks, but also controls more rights, such as strong bargaining power, active procurement rights, larger profit margins and so on. These factors enable retailers to have a more advantageous position in market competition.

Agency mode is a form of business that the agent takes the goods to sell, and the manufacturer controls the initiative of goods.

The agency mode is less occupied by funds and more flexible, and the risk is shared by the manufacturers, but the pricing power is controlled by the manufacturer.

In contrast, agency mode has low risk, flexible capital and changeable inventory.

But when agents pfer risks to suppliers, they lose their initiative.

In the past, China's clothing enterprises focused on production and processing, with low profits and simple management.

With the continuous increase of labor and manufacturing costs, the scale production of low added value and lack of technology has increasingly lost its advantages. China's clothing industry is undergoing a process of pformation from manufacturing to market, that is, from "fixed sales" to "selling products".

In the future, the core of the pformation of China's garment industry is to profit from circulation, and the buyer is to manage the goods from circulation.

In the business mode of supply chain relationship, buyer oriented vertical integration capability will show more and more advantages.

Domestic clothing enterprises have bought the buyer model into the business system, including seven wolves, Bosideng, Metersbonwe and so on.

At the same time, with the entry of ZARA, IT and other international buyer shops and the rise of personalized trend, domestic agents began to contact and understand the "buyer mode".

Although the buyer's mode inevitably faces the localization problem in the actual commercial behavior, its rapid rising speed is enough to show the future of this new force.

Because the buyer is a product guided by the market, the buyer's job will inevitably start from the sales terminal.

Now the agent buyer already has the soil of the buyer. Dealers and agents who control a large number of terminal sales channels will become the practitioners of buying agents. Brand buyers are still in the exploratory stage. Once brand buyers have been widely implemented, they will become the most powerful force in brand development.

Keywords luxury camp

International brand agents are abandoned

Building a channel brand or a way out

In 2010, the phenomenon of "discarding" part of agents by international brands has appeared one after another.

In July 26th, HugoBoss, the world's leading luxury brand, was exposed to set up a joint venture in China in the second half of the year.

Before that, a number of big international brands such as Burberry have "dumped" China's agents and reclaimed the agent to do direct battalion.

In fact, as early as the end of 2009, Dickson Poon, a Hongkong tycoon known as "brand name pan", ended 9 years of cooperation with the US clothing brand PoloRalphLauren, and at the same time lost TommyHilfiger's agent in the mainland of China.

The American luxury brand Coach, known for its handbags, has also recovered the Chinese retail business from the agent Junsi group, leaving only 5 retail outlets operated by third party retailers.

At present, 80% of the world's leading luxury brands have entered the Chinese market.

But while these companies are flocking to China, Chinese enterprises are only playing a leading role in risk sharing.

"It is impossible for China's local agents to do the Chinese market forever. Our aim is to capture the market quickly. After 3~5 years, when the market is completely mature, the distributor's right of distribution will be resumed, and then the distributors will be allowed to open up new markets in the two or three tier cities."

Andrea, general manager of the Asia Pacific board of directors of Bella, revealed at the fifth luxury international summit held in Macao recently.

The internationalization of international brands does not mean the end of the mode of agency, and the mature developed markets also have agents.

However, the agents in developed markets are not as functional as the traditional agents in China. Their position is to control the retail channel and integrate the channels into the retail market to "rent" to the brands that they want to enter.

The most successful cases are Japanese businesses, such as Itou Tada and Li Feng Group in Hongkong, China.

These channels have a mature and competitive channel resources in a market. For example, many shops that are not replicable in the prime location are the private property of the channel, or the long-term lease cooperation. These channels also have a perfect logistics and warehousing system. It is very difficult for them to bypass these channels. Otherwise, the brand will need to spend more cost to obtain business resources.

At the same time, these chambers of Commerce set up detailed market development plans for brands, including legal reminders, management output, establishment of salary system in local market, detailed market data and market analysis, communication and access at government policy level, sharing local resources to avoid interference from local protectionism, and helping or leading brands to negotiate price negotiations in local markets.

In this regard, the most typical example is Japan's Itou Tadaryo.

Because it is very difficult to enter the Japanese market from outside, the local consumers are more trustworthy than the "direct trading" with the external brands, such as Itou Tada.

Therefore, under the influence of Itou Tada's strong channel brand influence and the high integration of retail, Itou Tada has nearly 130 European and American fashion brands operating in Japan, ranging from high to low, from luxury to leisure.

Itou Tada has almost become the most important and accessible channel for overseas fashion brands to enter Japan.

Therefore, continuing to deepen and integrate business resources and create channel brand influence is one of the future directions of international brand agents.

network marketing

Keyword group buying {page_break}

New mode of online shopping

Group buying website explosion triggered growth group buying craze

For people who are keen on online shopping, the most attractive way of shopping in recent times is probably not just Taobao, pat C2C websites, nor is they buying products from abroad through various forum groups.

The group buying model copied from the US group buying website GroupOn has undoubtedly led to the discovery of a huge gold mine by domestic Internet practitioners.

But at present, the proportion of clothing and clothing products in domestic group buying websites is not very large. Mainly in the way of cooperation with product providers, the main brands sold are Lining, Ecco, NIKE and other well-known brands with relatively high product standardization.

In addition, the "matching network" based on its own website is set up.

Another group buying mode that has to be mentioned is luxury group buying website.

Jiapin net and show group learn from the most successful brand merchandise group buying mode Gilt.com in the US, and actively fill gaps in the high-end commodity group buying market in China.

GUCCI new silk scarves, Longchamp zero purses, VivienneWestwood wool scarf scarves and other high-end consumer goods can be found in promotional activities.

However, once these luxury goods are linked to such cheap words as "discount" and "group buying", their quantity can only be regarded as expensive high-end products.

Bringing the international high-end fashion products to the e-commerce market which originally labeled "low price" labels, catering to the increasingly fragmented e-commerce market and the increasingly accurate positioning of the commercial customers.

It is too early to say that expensive big cards on the page can let consumers buy.

Generally speaking, the number of domestic group buying websites is increasing. In the short term, the explosive growth of the group makes the group buying market appear homogenized, vicious competition at the bottom price, and lack of relevant laws and regulations, which makes consumers deceived and other negative reports.

Many industry experts and experts have expressed a consistent view of the future development of domestic group buying websites: the group buying market will soon come to the reshuffle, and the number of group buying websites that will eventually survive will not be many, or even only one digits.

Because among a large number of group buying websites, a few websites with good reputation or high-quality resources will occupy more than 80% group buying consumers. These websites will become bigger and bigger, while other websites can only welcome the closing result.

Keywords branding

Positioning and personality development

Grass roots sellers scale and regularized development to breed new network brand

With the promotion of online shopping consumers' psychological expectation of commodity quality and the recognition of "Amoy brand", netizens have begun to pition from "price consumption" to "quality consumption" in the past, and the requirements for product quality are more severe.

Taobao's "small business" mode is gradually changing along with the growing maturity of e-commerce market and increasingly fierce competition.

Instead, it is the rapid rise of online brands.

Those who rush to the platform at the beginning of their creation and sell one piece are just one. Even the "shrimp and crabs" will be able to salvage gold too much.

When the e-commerce mode is becoming more and more mature, the competition between the shops is more and more severe. How to stand out in the competition, many online shopkeepers start to seek breakthroughs in their business thinking.

Lemon green tea, crack and silk, Justyle, Osa, Miss Morton and so on, a group of "self-made" grass roots sellers, from C to B gradually change, "evolution", not only owns their own brand culture, design team, factory and the same competitive strength as offline brands, also understands the survival rule in the network world.

Product quality, new design speed, after-sale service, and corporate culture are gradually becoming more formal and scale oriented.

The big sellers of online stores are China.

As an e-commerce platform for the public, Taobao provides an unprecedented platform for free development for businesses. It also provides consumers with an opportunity to objectively evaluate the products, giving reference to all buyers.

Smart businesses can turn it into a word-of-mouth effect that no advertising can match, and get the most authentic and timely customer feedback through evaluation. This is undoubtedly the most valuable for the improvement and further development of an enterprise.

On the contrary, opportunism is nothing more than "suicide" for those Internet brands who have worked hard to achieve a certain scale.

Every business operator must think clearly about how to defend it.

Network brand is the result of the evolution of e-commerce market, and survival of the fittest is natural.

Evolution is bound to eliminate a large number of forms that are not suited to the market environment. Those left behind, the increasingly prosperous strong ones, will bring us more powerful genes that can be inherited from generation to generation.

The pursuit and persistence of product quality is one of their powerful genes.

Keyword financing

New round of capital boom

B2C market concentrates heavily on attracting venture capital {page_break}

In the first half of 2010, there were 27 investments in China's B2C industry, of which 20 investments disclosed the amount of investment. The total investment amount was as high as 287 million US dollars, which is close to half of the total investment amount in 4 years in 2006~2009.

Industry experts believe that China's e-commerce industry before 2008

By 2010, it has entered the "growth period" of the industry. At this time, some high quality e-commerce enterprises have grown to a certain inflection point of economies of scale, and profit margins have begun to rise, and financing is appropriate at that time.

However, compared with traditional retail channels, the Internet market has not yet been able to shake its status for the time being.

At present, China's online retail industry accounts for only 3% of the total retail sales of social goods, compared with 10% of the developed countries.

A longitudinal comparative analysis of the financing of B2C enterprises is made. The total amount of financing of B2C enterprises in the first three quarters of 2010 is almost equal to the sum of the total amount of financing in the past three years. Therefore, the B2C enterprise financing has already been a precursor of quantitative breakthrough.

This is only the prelude to the high tide of B2C enterprise financing, the domestic retail pattern is beginning to change, the online retailing begins at the beginning of the rapid development, and it is not a mature time to concentrate.

The real outbreak period of B2C enterprise financing may not start until the second half of next year, and it will have a sustained high 1~2 year. This will be the beginning of the re division of profits.