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The Way Of E-Commerce Of BELLE Group

2011/3/7 14:36:00 71

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Electronic Commerce

It's a revolution.

Traditional enterprises are trembling with fear, but some emerging enterprises have already risen.

BELLE group (BELLE) is one of the traditional enterprises in the field of e-commerce in China.

BELLE group has rich experience in product management and supply chain management of traditional footwear. However, under the new technology and new technology revolution, BELLE group feels that it is far from enough to grasp the lifeline of traditional channels.

After more than two years of hesitation and market research, in 2008, BELLE group e-commerce company came into being.

BELLE group is deciding.

Electric shock "

In the meantime, we will explore in accordance with the multi-directional and multi-path way.

This is also an important reason for BELLE group to take the lead in the development of e-commerce in the traditional Chinese enterprises.

The so-called "multi-directional and multi-path" means that BELLE group has built its own official website, Tao Xiu net, and has built an official flagship store on Taobao, eBay and pat.

In addition, BELLE group also used traditional industries to join the form to try to invest in the national online shopping platform. Its six brands: BELLE, Teenmix, he, Staccato, BELLE, and Sunda, each 5 brands become a franchise.

The "multi-path" approach of BELLE group is an attempt at the beginning of its "electric shock". It can bring different platforms' evaluation results and experience summaries, so as to make great progress in the future.

According to Xie Liyun, sales in 2010 came from 100 million yuan, the official shopping website of BELLE group.

In addition, the three party e-commerce platform such as Taobao, eBay and pat Network also brought more than 100 million yuan income to BELLE group.

Up to now, BELLE group has been in the forefront of traditional enterprise e-commerce.

It is understood that BELLE's online merchandising strategy is based on the "28 principles", that is, the best selling style of goods under the line, combined with the needs of network customers, and has been specially sold on the Internet after being improved.

"For example: the line is a square button, the Internet is circular buttons, the line is white, the Internet is coffee."

Xie Yunli said, and offline inventory abundant goods, is the current internet key sales of commodity category.

BELLE takes the channel mode of online and offline entities store separately.

At the same time, with the rapid response characteristics of the Internet, the fastest change and distribution of product design and processing will really make up for the impact of e-commerce.

At present, there are mainly two modes for traditional enterprises to develop e-commerce: brand mode and platform mode.

The former means focusing on selling itself.

brand

This is also the inherent advantage of traditional enterprises. The latter refers to the introduction of sales of other brands, the expansion of product lines, and the development of e-commerce services, such as V+, which is a new field coveted by traditional enterprises.

Now, "BELLE group is thinking about how to develop platform mode, but this is a very challenging and disruptive innovation."

Xie Yunli said, "we are thinking."