Mcglaughlin: E-Commerce Enterprises Only Do Platform Maori Is Very Sad.

　　 Dangdang Proclaimed clothing Business unit, Van guest Start shooting T-shirt Sales war, pre Electronics Business affairs Corporate executives have come to their own homes. Mcglaughlin CEO Gu said that if the electricity supplier enterprises only make platforms, Gross profit margin It would be sad and cruel. price war 。

In the view of President Mcglaughlin Gu Beichun, the demand of online shopping customers is more and more diverse. They prefer one-stop shopping experience instead of comparing them in a tense life. Mcglaughlin is committed to creating an online department store platform, which is different from the department stores under the floor in arranging different products on different floors. Mcglaughlin also hopes to use the different channels on the Internet to provide customers with a variety of fashion choices.

Mcglaughlin relevant responsible person said, Mcglaughlin will not blindly enter a product category. Mcglaughlin's strength is clothing, including some health and household products. If you want to enter a new category, you must be a leader in this category, not a follower. From now on, in addition to existing categories, Mcglaughlin will not enter the field of home appliances and books, because these industries already have leaders and have a deep sense of brand in the minds of consumers.

While working with the third party brands in the clothing industry, Mcglaughlin pays more attention to the inspection of the style of the third party brand, whether it is close to Mcglaughlin's customer base, whether it can complement each other with Mcglaughlin's own brand, and whether the supply is fast and stable, and whether the quality inspection is qualified or not. "We are not looking for the best in quantity, but in the hope of giving customers more cost-effective choices."

For some analysts questioned Mcglaughlin's gross margin is relatively low, Gu says that unlike many other platform based websites, Mcglaughlin has many private brands, which occupy a large part of sales, which ensures better gross margins. If we only work on platforms, gross margins will be deplorable and encounter brutal price wars.

In response to the question of what customers are buying on the wheat net and buying elsewhere, Mr Gu said that compared with the brand self built platform, Mcglaughlin could provide unified services, such as testing the quality of products, returning products within ten days, and so on. Customers do not need to buy several brands and receive several packages, but only one package can facilitate shopping.

Gu Beichun believes that compared with other clothing B2C, Mcglaughlin has made more than 10 years of products, has a deep understanding of fashion products, and knows what kind of fashion consumers need. The whole backstage support system, including customer service, logistics, IT system, and so on, can carry out precise marketing for customers; there are 50 of its own design team, and its own brand has many customers.

Therefore, Mcglaughlin will have a more accurate judgement of the buyout before buying it, which allows Mcglaughlin to share more interests of the entire value chain, and the brand chamber of Commerce gives more room for profit. In inventory, Mcglaughlin has a professional team every day to detect inventory turnover cycle, slow turnover product brand, will take more measures to sell.