The Third China Clothing Business Summit Held In Hangzhou

10 to 11 May 2011, the third session hosted by Zheng Wang consulting.

According to the agenda, I still have an interaction. I hope that in the next half hour, the guests of the interactive forum can give us more share.

Actually, the theme of today's meeting is "the strategic layout of the electricity supplier era", as well as differentiated competition and sustainable development.

To meet this theme, we invited some heavyweight guests to share their thoughts with us.

Now, Mr. Wang Chunhuan, vice president of VIC, who is very humorous just now, please.

Liu Tiebing: Hello, everyone. I am Manifen, a traditional enterprise. I am Liu Tiebing, general manager of Manifen.

Zhang Yuhao: Hello, everyone. I am from Tian Le Zhang Tian Hao. I am very glad to see you.

Moderator: let's think about it. There are many brands here today, and there are many traditional brands. Today, like V+, customers, or our investors, there are also different shopping centers such as Le cool days. I hope that four of you here will share with us about what kind of strategic layout you will be like in V+ in such a new era. After you finish speaking three, please comment on it.

Wang Chunhuan: actually, let me say that the strategic layout of our customers is something that our boss Chen wants to say. It has nothing to do with me. My job is to work.

Moderator: any business leader may have a strategic layout, but you will know one or two, tell us what you know or you guess.

Wang Chunhuan: I think the layout of its customers must be a brand that relies on the Internet with high cost performance and the best customer experience, so its platform is the Internet, and the Internet is big enough and strong enough, so everyone will be big enough and strong enough.

Of course, I also mention V+, V+ is a clothing and clothing category, and even some life class platform, vertical type, so I think the Internet is open and sharing, whether it is to be a daring person or to do other projects, it is in an open mind.

V+'s more open mindset is to help you make sales bigger, so that everyone can earn money, and through the quality service of customers, this relatively high popularity, through "all objects" or "hold on to the body", to achieve a relatively high reputation, to help them sell the brand, I do not think it is a conflict. Whether it is fan Kai pin or V+, everyone is in the dissemination of a daily necessities.

Of course, how big we can do this strategy, I think one hundred billion is definitely a minimum requirement. Thank you.

Zhang Yuhao: Lok cool's strategy. From Baidu's point of view, search engine and e-business are two separate products. From Baidu's point of view, it is to promote the development of search engine.

From Japan's Lok cool days, there will be some increment in the future, if it is not as big as China's e-commerce market.

What do we need to do? Actually, it is an open e-business platform. For example, many of our brands have their own stores. We want to build this open platform more, and there are many B2C businesses.

Host: we call strategic layout. Taobao is bigger. Is Lok cool competing with Taobao mall or competing with big Taobao?

Zhang Yuhao: obviously, in terms of business mode, GXG is almost the same as Lok cool days. From this point of view, I do not think that Taobao is a competitive relationship. Taobao is a very excellent e-commerce enterprise in China.

But the market is very large, and the increments of five thousand increments do not believe that Taobao is going alone. In this increment, we can seize some markets, and we are friends.

Liu Tiebing: actually, I came to listen to this time. There is nothing to share.

Manifen brand now has 14 years of history. At the end of last year, we were 1 billion 800 million of sales. At present, it is very ashamed of e-commerce. At present, the online and offline businesses are about 2 billion to 10 million. So this year, the Ministry of electronic commerce has just been established since April.

Host: are you women's clothing brand or brand?

Liu Tiebing: underwear brand.

For us, our current idea, as a traditional enterprise line and the main problem to overcome in the future, is to balance the online and offline roles. This is based on the basic point of the line to consider online and offline crawling.

Moderator: under the invitation of sun, if they set up a Manifen team of 50 people, they want to do it to Taobao. How do you invest in it?

Sun Yanhua: I think there are several elements. The first element will be the design of your supply chain. First, I will see if you have a product line for the line, because most traditional businesses start with offline maintenance, but this is not a long-term solution. The long term strategy is based on online people, including packaging bags and design styles. There should be some differences. Not only is your supply chain rich, but also your determination.

Second I said just now that electronic commerce should restructure the supply chain. You 5 hundred million have been very big, but we should see that you have made great progress in the process of restructuring. For example, we see the clothing industry e-commerce. The whole supply chain management is completely a new team. It has nothing to do with the original team. From design to management is a new team, and it can be done in 20 days and 30 days.

Third, we will look at the culture of your e-commerce department, because traditional culture has its own characteristics.

What we have to look at mainly is these aspects.

Host: the following we have to discuss, should be a customer or V+ more tangled, the customer is a brand owned business city, V+ is to do all brands of the mall, you feel that these two stand in your own angle, how do your own the difference between the two?

Wang Chunhuan: first of all, we do this thing, user experience is the first, so when they are on the van, actually I tell the truth, the main battlefield is still on the van side, everyone has a huge flow of people, there is a huge service.

And in the van, first, it may have brand pursuit. Second, it may have content needs, such as sportswear, watch, it has no, but he is already my user. That's OK. We can't bear to let him run to Jingdong mall. We can't bear to let him run to Taobao. We are interdependent.

Host: what is the ratio between fan and V+?

Wang Chunhuan: V+ did last year. Actually, it was just 5 and June. It has just begun to build the website. Now V+ is celebrating its anniversary. Its sales are not bad. Now I estimate that tens of millions of sales or more quantities will be sold, so there is a gap between them.

We only know that with the present development, the space and potential of the product are still very large, and there are many ideas.

V+ I think the space is also very large, the potential is very large. We hope that it can do a lot in the future. Now V+ and the customers are still different.

The host asks Zhang Zhang, in the market, whether it is called competitors or friends, Lok cool days and Taobao mall or Jingdong differences?

Zhang Yuhao: first of all, it is the source of commodities. The main source of Lok cool is a large number of purchases and docking. This constitutes a difference in my platform, which is a feature.

In addition, Japan's Lok cool days brand is a regional one. Maybe some Japanese shops and Taiwan shops have their own content in positioning, which may constitute the core content of this platform.

Moderator: here is Manifen. Today, capital is ready to throw your money. Now, how much is the discount rate of Lingxiao day underwear?

Zhang Yuhao: 4.5%.

Host: what is the deduction for Yintai department store?

Zhang Yuhao: 20% - 30%.

Moderator: if you are in the position of director of investment department, what questions will you bring to us? First of all, please bring it to le cool Tian.

Liu Tiebing: please let me talk in a traditional way.

I am the Ministry of Commerce, whether e-commerce or traditional business, the core is business, but in the current business environment has changed, business environment has been improved, so new business relations need to generate business thinking.

I strongly agree with Li Shujun, general manager, who has finally solved the user experience and user services.

How to integrate online and offline channels is a problem for us in the future, because it is a special shop. Actually, underwear sales are not shopping malls, but in the 40 centimeter fitting room, the outside is just a display space.

So as Manifen's traditional underwear brand, to improve the user's physical examination, how to improve the experience of women as a lingerie on the e-commerce platform, I asked Lu teacher a while ago. Now, I don't think clearly, if it's simply selling goods, it's very simple, because we now have a store sales team, which is mainly sold on Taobao. Now the question before us is how to improve women's commodity experience in such an e-commerce environment. Whenever possible, we can help Manifen's enterprises and improve women's experience in underwear sales products.

Zhang Yuhao: how to sell this well, actually need shops and brands together to ponder.

But frankly speaking of e-commerce, now I know that the sensitivity of price on the entire e-commerce platform is still far from the first. For example, your underwear sells for half off seventy percent off, so e-commerce is facing such a pformation. Service in this link is becoming less and less, or even driven by development.

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Host: do you sell underwear in V+? Do you think there is anything that V+ can do to help him with his user experience?

Wang Chunhuan: of course, price sensitivity is more important. Now selling underwear online is actually a very important thing. You don't need to worry about it. Now some underwear brands are sold on the Internet only a lot, and the volume is very large. There is no obstacle to it. I see from your point of view that it is actually a rather hesitant topic, that is, you should not mention this problem, that is to say, sell underwear online without barrier. As long as your brand is good enough, as long as your quality is good enough, as long as your cost performance is high enough, there is no problem, as long as your capacity is large enough, all OK.

Host: both of you are actually men. Actually, they are not users. I must ask Mr. Li to give me an answer.

Li Shujun: as a client, I would like to express my opinion first, if you agree to raise your hand.

Do you care about men's preferences in underwear?

Scene female: care.

Li Shujun: that is to say, when you wear underwear, you are trying to attract others' attention.

Second what kind of underwear should I wear on today's occasions? It should be my clothes.

I think underwear should be viewed from the perspective of customer experience. It should be strengthened from the description of baby, because there is no way to try to describe it clearly in the description of baby.

Second from the seller's point of view, I just agree with Liu. Indeed, the brand has a certain influence. I also agree with Zhang. The price is the basis of the present.

In fact, as a woman, as I have tried countless N underwear, I am sure I know what I want, that is, like women's clothing and men's clothing, we also need the convenient service of the Internet. This service is common. The characteristic service is my need to understand me, so I think the first is demand, the second is fast, and this shortcut must be exquisite, because every woman has the supreme feeling of underwear, thank you.

Moderator: you must know some sellers. What concerns do they care about from the seller's point of view?

Li Shujun: just one question I mentioned just now is to do an Internet channel on the Internet. Convenient service is the most important and quality service. This process is common.

Host: what brand of underwear do you agree with on Taobao?

Li Shujun: I quite agree with love and love to buy a little bit more. Then, it is the second of its name. I like it very much. All women have a heart to pursue love. It represents love.

Liu Tiebing: I am glad that the e-commerce forum has become an underwear forum.

Actually, I just introduced it to women from this topic. I am very happy to talk about this topic by women.

In fact, there are great potential for producing underwear brand enterprises and making e-business underwear. I just want to turn this question in reverse, because underwear is very focused on the product type of experience, because it has already wired thousands of stores. If we can integrate offline and online in the future, it is impossible for us to do e-commerce.

Moderator: we have just opened a small special field, how to sell underwear on the Internet.

Now, Mr. Sun, everyone here has a lot of dreams, because today is clothing. I can be a brand customer. Actually, I also want to be a website of a category. I can compete with it or I have this power.

From the point of view of investors, how do you look at these two models? They are private brand and private mall brand. What kind of difference do you think they should pursue?

Sun Yanhua: I think the market competition is inevitable. As I said just now, there will be three types of models in the market. Every type of model you have to be the leader of the Internet must have your own real skills first.

First of all, I think it is impossible for an enterprise to notify all the customers in the market. Just like returning to the question mentioned by General Liu just now, we still need some thinking, such as underwear, we have invested in underwear enterprises, underwear is more complicated than women's clothing, but is it something that can be done? It can be done. You should not try to sell it to her online, sell it to her part, and sell it to her.

Therefore, an enterprise generates e-commerce with an open mind. This is a target customer group that reflects differences in the process and between different enterprises. We have seen two Amoy brands, doing very well, one is very convenient, convenient to start up, all aspects of customer service are very good, and one is not so cheap, but it has a lot of styles, and then pays attention to fashion, so these two do pretty well.

So you have to occupy a place in this space, you have to think clearly about your outstanding advantages, some enterprises attach importance to services, but some services are not so high. You choose a piece in the middle that you are particularly good at, and your short board should not be too short, so that customers can find anything in the market, but you can't expect customers to buy anything from me, which is wrong.

Moderator: just now Taobao mall Joe Feng said that from June to other cities to do face-to-face investment activities, Zhang can you tell me about the future of Lok cool in the second half of this year, such as how to serve Manifen's initiatives?

Zhang Yuhao: each company has different resource structure. Lok cool days are characterized by a Sino Japanese joint venture company, so on the one hand, we should absorb some of the advantages of Japan, and second, we must be localized.

Then it is how to make good use of Baidu's resources, really combine Baidu traffic, and turn the search crowd into our e-commerce crowd. This is what we need to ponder and consider.

So in the second half of the year, we will make a directional configuration of Baidu traffic, have such a plan, find some conjunction points, or find some innovations in network marketing.

Host: that is to say, if someone searches underwear on Baidu for two key words, will it be introduced to your customers on the website of Lok cool?

Zhang Yuhao: Lok cool will try it on the basis of brand consumption consciousness.

Host: but I feel as if Baidu is making money on this? Is it going to make money?

Zhang Yuhao: This is too specific for you to ask. Now I don't know how to do it.

From Baidu search engine, it hopes more people who are shopping search on Baidu are loyal customers.

Just now you mentioned the key words involved, and a large part of them were products.

Moderator: our interaction time is very short. Let's summarize it in one sentence.

Sun Yanhua: just now, we are engaged in a very exciting career in a very exciting era. I hope that everyone will be able to pinpoint their position and speed up their efforts to seize the tide of e-commerce and hope everyone can succeed. Thank you.

Wang Chunhuan: I'll make an advertisement for V+. Let's hurry to V+ and OK. V+ will provide you with everything you need.

Zhang Yuhao: electricity providers have done a lot of work, so I also said, "everybody is holding on."

Liu Tiebing: as a traditional representative, I hope that five years later, the traditional e-commerce industry can be wired and offline.