Lining Set Foot In E-Commerce: Online And Offline Integration

Taking customer as the center, the seamless pformation of cross channels can be realized through upgrading the supply chain and information system.

As a traditional enterprise for early test water test, Shanghai

Faced with up to 20 thousand "wild channels", Li Ning Co has adopted the strategy of "encouraging and security" so far.

At the same time, the pricing strategy of Lining's e-commerce has been synchronized with the line from the very beginning - new products are definitely not discounted, and inventory commodities belong to clear goods, which can enable consumers to get a good price.

"Through such a price system, we have avoided conflict with offline channels. Since we have been established for two years, we have never complained to us under any line."

Lining Lin, general manager of e-commerce, said.

Now, the strategy of Lining e-commerce is developing to integrate online and offline.

Lin Li told reporters that in the long term, the experience that Lining's users will gain in the future is that wherever they are exposed to Lining's products at any time and space, they will have a good integration with the terminal. Whether it is on the mobile phone or on the Internet, the user management system and a whole set of service systems will work together to provide consumers with better service experience.

But the integration of the two channels is a systematic problem.

Lin Li said, first of all, to achieve seamless docking of B2B and B2C in the IT system, online orders can be delivered through offline channels, and the "up and down" channels can be adapted on demand and updated in real time.

A more important step is the upgrading of the supply chain.

Lin Li believes that this includes two aspects of logistics and production.

First of all, logistics, Lining electronic commerce currently in Shanghai's total warehouse will send all orders from Shanghai to all parts of the country, if the business expansion in the future, it is very likely to build several warehouses in Shanghai, Guangzhou, Beijing and other places, so we need to build a national retail logistics system.

The second is production and supply.

Lin Li said that the English abbreviation of e-commerce is "EC". At first, their management team only understood it as Electronic Channel (electronic channel), that is, simply selling, selling new products or cleaning up inventory, but two years later, Lining's e-business really turned into Electronic Commerce (e-commerce).

"This means that the entire supply chain is moving forward", that is, tailor-made products for the Internet channel, "I can mention demand, such as what products I need, what you want to produce for me, when to give me," and so on.

This requires rapid response to the needs of consumers. Only by capturing such a supply chain can we meet individual needs.

At present, Lining electronic commerce is in the initial stage of online and offline integration. It will participate in the 4 order meeting of the group every year. At the same time, when sharing new products and inventory, the network channel is becoming more and more three-dimensional.

In fact, when they first started e-commerce, they could only sell large quantities of stock because they were not in stock, but this proportion was being diluted rapidly, and the inventory of merchandise at present was below 50%.

Instead, it is the best seller plus the single sales to extend the life cycle of the classic products, and the limited amount of money can lead the fashion trend; the next is the network dedicated contribution, which is separated from the offline and meets the long tail needs of the users.

At the same time, Lining e-commerce also joined forces with Taobao platform, third party platform and independent platform through joint efforts, so as to reduce information disconnection between partners, and synchronize product information and inventory information through the API exchange platform, and bring orders back through different channels, thus greatly promoting the promotion of channels.

On the basis of the upgrading of IT and supply chain, Lin Li also said that as the number of members they accumulated grew larger and larger, online and offline integration also included how to do the CRM in the background, and subdivide consumers and make precise marketing through data analysis.

"This is the focus of my next work. It needs to open up and collaborate with the front desk and the backstage."

It is understood that Lining's B2C official website has undergone a new revision, replaced by IBM for Lining customized new system.