Interview With Dr. Xiao Lihua, General Manager Of XTEP Electronic Commerce Department.

Dr. Xiao Lihua, general manager of XTEP Electronic Commerce Department

Diligently practicing "internal strength" is the foundation of success.

XTEP first touches the net in December 20, 2009. After the first e-commerce sales network was set up by Taobao, in less than a year, the sales volume of network distribution from 0 to 50 million yuan, compared with other traditional shoe enterprises' e-commerce journey, XTEP's achievements have to be regarded as a miracle.

However, seeing that 2011 is already over half, XTEP's network sales still seem to be a long way from the original target of 200 million yuan.

In this regard, Xiao Lihua has his own view: "in the first half of this year, our enterprises are more engaged in internal strength, including logistics, team, process, commodity, brand and other large resources integration. After integrating the resources that should be basically integrated, the next is the time to exert power.

For XTEP, the development of e-commerce is a long distance running process. As for how to run in the first lap and second circles, the key is the stamina. "

Integration of advantageous resources to create a strong platform

In the network sales channel, except the self operated online mall, the cooperation with the third party distribution platform is the only way for the traditional shoe enterprises to enter the electricity supplier market.

Making full use of the advantages of the third party distribution platform, such as wide audience, high click rate, large number of members, vigorously selling products, it is also a good way of brand promotion.

At present, there are nearly ten online self operated stores in XTEP, and there are dozens of cooperation with the third party distribution platform, which provides an extremely large platform for XTEP's online sales.

"The cooperation between traditional enterprises and the third party network sales platform should be a long-term and stable cooperative relationship, and ultimately achieve a win-win situation," Dr. Xiao Lihua said.

In terms of brand, XTEP takes full advantage of the effective combination of online and offline channels.

"Integration of resources, such as when to be Asian Games and when to World Horticultural Exposition, can be seen.

For example, you buy a pair of 29 shoes, one is a discount, one is to buy shoes to send coupons, or tickets for the concert, and so on, so this way will increase the added value of the product.

Dr Xiao Lihua said that the future cooperation with the third party platform is not to stay at the low price and low discount way to attract consumers, but to enhance the added value of the brand without damaging the brand through effective resource integration.

The position of traditional brand in e-commerce will be raised to another level.

Building agile supply chain by traditional enterprise advantages

In view of the development demand of e-commerce market, XTEP has created a unique supply chain mode for the electricity supplier market, which is called the agile supply chain. As the name suggests, it mainly wins quickly.

According to Dr. Xiao Lihua, in the past, the supply chain of XTEP electricity market is mainly in the traditional supply chain mode, because the share is only 1%, which can not be taken seriously, so this year will focus on the supply chain: "for example, the current target can be returned within 30 days, and the same goal in the future is expected to be realized in 5-7 days, just like I found this thing delicious, and quickly do a little bit, even if we find new resources in the process, then do it at once."

From 30 days to 5-7 days, this bold idea seems a bit impractical. But with the strong resources of XTEP group, such as capital, material and team, it is not impossible to achieve the goal of this agile supply chain.

If realized, then the strength of XTEP as a traditional shoe enterprise in the e-commerce market can not be the same.

Excellent teams need to be trained

Compared with the traditional shoe enterprises' demand for talents' professional skills, e-commerce is more complex for employees, and more inclined to electronic talents.

Under the premise of the lack of e-commerce talents, how to create a highly effective and efficient e-business team is particularly important for enterprises.

For enterprises, the demand for talent in e-commerce market is large, but the number of qualified talents is relatively small. This directly leads to the situation that e-commerce talents are expensive and difficult to find. Therefore, it is easy for enterprises to find talents in the industry.

In this regard, Dr Xiao believes that any team needs a period of growth. Simply digging people can not solve the long-term development needs of enterprises.

Through a long period of cultivation and precipitation, let the team understand business in depth, interpret supply chain and so on.

According to Dr. Xiao, at present, XTEP has a large business team of more than 100 people, which provides a strong backing for XTEP in the e-commerce market.