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Zhou Chengjian, 2020: E-Commerce Achieves 100 Billion

2011/1/18 9:04:00 219

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Zhou Chengjian, chairman of American bond

Smith Barney

Clothes & Accessories

Chairman

Zhou Chengjian plans to sell the company's e-commerce in 2020 to 100 billion yuan. When it comes to this figure, Zhou Chengjian's face is not surprising. But when it comes to serving consumers, Zhou Chengjian pats the table with excitement. "If Tencent shut down for a month, many people will encounter obstacles in their daily lives; if the United States can dress like Tencent, consumers will need it."

enterprise

Scale will naturally grow further. "

Business opportunities and challenges brought by high speed rail and congestion

Zhou Chengjian worked as a salesperson in his grocery store when he was 8 years old. In the past decades, Zhou Chengjian still kept himself in the retail trade and was highly sensitive to the wind and grass in the clothing retail market. On New Year's day this year, Zhou Chengjian chose to face the customers in the stores of Xiamen and Nanning, and the 46 year old chairman even went into the field to be a shopping guide and asked consumers about their opinions on clothes. Zhou Chengjian said: "the retail business can not leave the market, it is far away from the office, and it is getting closer and closer to the market.

When the big environment, people's lifestyle and consumption patterns change dramatically, we retail people should quickly adjust and change themselves, continue to meet the needs of consumers, and to tap the unknown needs of consumers.

China's entry into the high-speed rail era and signs of congestion in big cities like Beijing and Shanghai have been seen as a new development opportunity for Zhou Chengjian.

Before entering the high-speed railway era, there were differences in fashion standards between big cities like Shanghai and the surrounding two or three line cities. The penetration and diffusion of fashion were different. Similar situations also occurred between urban and rural areas. The increasing number of high-speed rail speeds up the distance between urban and rural areas as well as big cities and two or three cities in fashion.

Zhou Chengjian said: "the distance between cities is closer, and the distance between the urban market and the rural market is further narrowed. China's great changes in the standards of fashion will bring us opportunities and challenges, because people need more fashion, and the products and services of garment enterprises must be better."

The convenience and speed of high-speed rail has attracted Zhou Chengjian's attention. The congestion of big cities such as Shanghai and Beijing also has great business opportunities in Zhou Chengjian's view. In the high-speed railway era, Hangzhou now has only 45 minutes to Shanghai, but it takes two hours from the east to the west of Shanghai, and two hours to the east of Hangzhou.

It will take only 4 hours for Beijing to go to Shanghai in the future, but it will take 4 hours from the east to the west of Beijing, and the city traffic in the first tier cities will enter the era of congestion, which will bring us opportunities.

After that, the flow of consumers in the city has become more and more difficult. The regional commercial circles outside some major business circles have begun to take shape. These regional business circles are both convenient for work and convenient for life. As long as they can open a shop in the core business circle, the clothing enterprises have to open a shop in the regional community life center to better and more convenient service consumers. Zhou Chengjian said: "before buying Metersbonwe clothes, you can go to the Nanjing Road store to buy it. It only takes 10 minutes to get to Nanjing Road, and now it takes 2 hours. Consumers are not convenient to come. You should make Metersbonwe stores in their living communities. This is the opportunity, but at the same time, it will bring down the flow of people in Nanjing Road stores, which is also a challenge." the logic of congestion brings business opportunities. Taking Shanghai as an example, the original business circle is concentrated in several major business circles such as Huaihailu Road and Nanjing Road, and the flow in the city is very convenient.

Zhou Chengjian said: "the most fundamental thing to do in retail is to understand the needs of consumers. In addition to understanding the known needs of consumers, we need to think about what the consumer's unknown needs are, what the potential and unknown needs of the consumers are, and this is the problem that the retail industry needs to think about."

Finding the needs of consumers, establishing the stickiness of consumers to brands and enterprises, is regarded as a crucial task of enterprise management by Zhou Chengjian. He made a statement to his subordinates: "if there is no Tencent today, how do people live? If Tencent has closed for a month, many people will encounter obstacles in their daily life, which embodies the value of Tencent.

To be an enterprise should be an object of consumer demand, and consumers need Tencent, so it has value. If consumers can leave you at any time, your scale and value will be useless.

If it can really become the object of consumer demand, the scale of enterprises will naturally come into being, and the goal of enlarging scale will also be realized.

If we only achieve the goal of scale and do not think more about how to become consumers' needs, those goals will eventually fail.

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100 billion electronic commerce "whirlwind"

Zhou Chengjian has never bought anything on Taobao, and frankly told reporters that he is not good at Internet, but the chairman of the tailor himself has begun to implement a large-scale electronic commerce "cyclone action" of American state dress.

In December 18, 2010, the "Bon buy network" of American Bon apparel was quietly put on trial operation. In January 3, 2011, the daily sales of BNN exceeded 300 thousand, and daily trading volume exceeded 1000 orders, with an average value of more than 300 yuan per sheet.

Zhou Chengjian is very satisfied with this: "the average value of each unit is more than 300 yuan, which shows that the electronic commerce mode of the state purchase is more recognized.

In the past, the understanding of e-commerce is low price and low price symbol. I have always stressed that e-commerce should not be just a sign of low price. Low price will surely bring low quality challenges, and it should also reflect the brand, high cost performance and high consumer experience, so that e-commerce will really develop faster.

Zhou Chengjian revealed that the goal of the United States dress is to achieve 100 billion yuan in e-commerce by 2020. In addition to the pursuit of scale, Zhou Chengjian hopes to realize the vertical integration of American Apparel business through the "state purchase network" platform.

Smith Baron has already set up an official flagship store on Taobao, and has set up an e-commerce platform for Zhou Chengjian to test the water.

For Taobao platform, Zhou Chengjian said: "Taobao is still an important part of Metersbonwe's e-commerce strategy. It is built on a public platform, and thousands of households and businesses can do business on it. They can open stores, and the traditional understanding is a shopping mall.

And our state purchase platform is more like a franchised store.

Zhou Chengjian emphasized that there are differences between the "Bong buy network" and the electronic commerce mode of fan Ke pin pin: "fan Ke Cheng pin is a single brand e-commerce."

Here, Zhou Chengjian used a popular online "all object": "we are neither customers nor Taobao, we are state buying, using multiple brands and multiple series of product structure to form the whole supply chain from design development to production", forming a vertical integration e-commerce platform to make up for the shortcomings of traditional mode.

Now there are more than 3000 stores in Metersbonwe, the difference between the shops is very large, the direct experience of consumers is very limited, and there is no way to achieve a complete experience. Zhou Chengjian hopes that the new e-commerce platform and traditional channels hope to form complementarity. The traditional mode of the existing line is tested and the complete 24 hour fast and convenient mode is also available on line. Zhou Chengjian explained that, if from a military point of view, the traditional store is ground troops, the equivalent of the army, the electronic commerce is the air force, the ground troops and the air force troops can win the battle, the US air force is more powerful, and after the bombing of Iraq, ground troops will also enter.

At present, a new era of e-commerce is coming. E-commerce will change people's consumption patterns, but it still needs a carrier of actual close experience. Zhou Chengjian hopes to achieve the combination of the two.

The "Bong buy network" of the United States and costumes began to be built in May 2009. Zhou Chengjian said: "through such a long time preparation, the aim is to surpass the symbol of cheap e-commerce. We hope to have a chance to create a cost-effective brand experience for consumers. This is our pursuit and expectation of the state purchase. Now we have not done much promotion, mainly considering that the content of the experience is not rich enough, and the convenience of the experience is not perfect enough. In the continuous testing, the members are still growing up naturally. Only a little publicity has been made, and it may take six months or a year to let consumers feel that this is a shopping platform with high cost performance and better experience."

Zhou Chengjian disclosed that after the launch of the "Bong buy network" platform, Smith Barney will adjust its product structure, build the American bond clothing city on the state purchase platform, the second aspect is the home bedding plate, and the third is to extend the Me&City's children's clothing to children's articles, and to enlarge the footwear through the "state purchase network".