Mcglaughlin Adjusts Channel Strategy &Nbsp; Strengthens Internet Construction.

Mcglaughlin's channel development path is hard to describe from a mail order company, to a line store and then to a force e-commerce.

Gu Beichun made a combing: after continuous adjustment to adapt to the market, Mcglaughlin has now become an example.

Not long ago, Mcglaughlin announced the fourth quarter and full year earnings report. From the open data, Mcglaughlin's sales through orders under the online channel have accounted for more than 2/3 of the whole year.

Gu Beichun said that over the past year, Mcglaughlin has also experienced tremendous changes in the market, and fewer orders have been placed through directory calls, and more and more customers have been placing orders through the wheat net.

After analysis, Mcglaughlin found that most of the old customers of Mcglaughlin were between 20 and 40 years old, 80% of them were college degree or above, and more than half of them were in developed coastal areas.

Mcglaughlin adjusted.

If we say that from directory to e-commerce pformation, because it is all contactless sales and better pformation, Mcglaughlin's physical store business will face more challenges in the face of the pformation of the company.

Mcglaughlin announced plans for large-scale expansion of the physical stores a few years ago. What does Mcglaughlin's management think of this?

Gu Beichun said that the market situation is quite different from that of a few years ago.

The competition pattern of e-commerce has changed drastically.

A few years ago, the leader of the e-commerce industry was only Taobao. Dangdang and excellence stood side by side. Jingdong, fan and so forth were also in the early stage of accumulation and sprouting. Investment funds for electronic commerce were also very limited. There were many idle advertising sites in major portals. Now, with all kinds of weapons and billions of funds entering e-commerce, the advertising prices of portals are constantly rising. E-commerce enterprises are struggling to get ahead, and this industry is only the oldest.

A few years ago, Mcglaughlin saw the drawbacks of the traditional department store industry. He thought that e-commerce could be combined with offline stores, and the two sides should take into account the development. However, the present form is that if energy is too fragmented, it may not catch up with 100% enterprises in every industry.

Gu Beichun, President of Mcglaughlin, said that at least in the near future, it will concentrate on the Internet. The future investment priorities include talent, product planning, logistics, IT system and so on.

Gu Beichun said this year