The Five Trilogy Of Seven Wolves

Xiamen's soil is becoming another high ground outside Hangzhou, Beijing, Shenzhen and other electric business circles. The area of the 3G network covering the island is rapidly emerging as a practitioner of e-commerce.

This family owns more than 3000 offline shops.

The rapid development of Fujian has made the giant of the traditional clothing industry step by step. The arrival of Zhong Tao, the new e-commerce director of the seven wolves industrial Limited by Share Ltd, has speeded up the strategic plan for the seven wolves e-commerce.

From a pilot who fears the channel conflict, to the ultimate goal of the traditional electricity supplier in the future, "O2O linkage", the 5 trilogy of the seven wolves' electricity supplier is being realized one by one.

Legionmental marketing

In the "5 Trilogy" of the seven wolves' e-commerce, the first thing is "the electronic commerce of the brand".

In fact, with more and more traditional brands "electric shock", it is no longer a time to discuss whether to do e-commerce or not.

The way to get through the third party platform and the official website has become the basic standard, while some of the traditional brands walking on the forefront of e-commerce have begun to pay more attention to how to make the e-commerce more elaborate and expand their e-commerce business.

There are still many traditional problems that have been repeatedly debated by the industry.

And the seven wolves that started testing water in 2009 have passed the first stage successfully.

"We have been thinking, at which stage, distributors can truly become the protagonist of the whole e-commerce, so that brands can restore the essence of retail?"

Zhong Tao said.

In his view, those who understand traditional marketing, once deeply understand the Internet, mastered the means of network marketing technology, more powerful than those who have the first advantage on the Internet but do not know much about marketing.

This is also the second trilogy of the seven wolf's main force at present: "the gateway of the network distributor", that is, the management platform of a traditional brand's network distributor.

For shoes and clothing products, Zhong Tao admitted that the traditional business pioneer Lining's way of careful study and comparison.

Early Lining's "amnesty" strategy has been followed by many later generations.

"But I find that Lining's distribution strategy is more like" warlord system ".

Zhong Tao said.

"The system of Warlords" means that online dealers are like the warlords, "you recognize his social status, and he also helped you down the river.

As long as he changes a flag, it is acknowledged that the government, uniform clothing, uniform distribution of firearms and ammunition, or the increase or reduction of the territory will be provided to the Central Committee.

But in this process, there is no uniform standard for the communication power of members, customers and brands.

Customers will be very confused. "Warlords" and "Warlords" will also generate conflicts because of disputes of interests.

As we all know, brands will have a lot of shops on Taobao alone.

In the face of such a situation, Lining conducted early counseling and "comfort" for the shops.

The management after "amnesty" is mainly to authorize the goods to be shipped at the same place, and the autonomy of image outsourcing is a loose way of joining.

The consequence of this is that the level of service, coherence and continuity of the brand will be greatly challenged.

Online warlords and offline agents will be inextricably linked, and there will also be many interest frictions.

The most essential damage is the consumer's awareness of brand identity, and the value of the whole system is also implicated.

How to avoid this problem?

Seven wolves believe that the "Legionella system" should be implemented.

There are many differences in the word, but the "Warlords" become "legions", which is an orderly and controllable distribution system.

The practice of seven wolves is first to classify all distributors in a unified way, who is good at promoting new stores, who specializes in explosive sales, who is good at finishing tail cargo handling, and who is good at doing data marketing analysis.

After sorting out these distributors according to the 7 basic points of e-commerce, each of them can find suitable shops, foster and complement each other.

The same is sales, but their emphasis is different.

There are many ways of marketing, but each family has formed a focal point, greatly avoiding homogeneity.

At the same time, on the product, the seven wolves will also support the partition, that is, the same products are separated by marketing, and the same marketing method is separated by products.

"For example, there are 50 T-shirts that sell more than 800 items, and they are allocated to distributors."

Zhong Tao said that the products of different shops 20%-30% are divided.

Since 2011, the platform of the entire electricity supplier has become more diversified, and marketing is not only in the Taobao family.

Taobao's marketing form is more like "roadway warfare" - it does not have much offensive and defensive space.

Competitors, new and old customers are all squeezed together in a "blood market", not deep, too dense, where the extension of brand and reproduction is very difficult.

Zhong Tao told reporters that for example, group buying is more depth and discount rate is higher; vip.com belongs to the regular shelves when it is fixed on time; the platform like Jingdong mall belongs to the mainstream crowd's mainstream price, not discounts as the main body; and all kinds of vertical, discount coupons, reviews and sharing classes are gradually improving various ways.

In fact, the diversification of the B2C platform today has resulted in the diversification of marketing methods.

Different customers' platforms are different, resulting in the marketing mode must be adapted to different platforms.

"As long as we subdivide the form of B2C market and find a distributor that is in line with customer ecology, it is a complete Legion."

He said.

O2O vision

In addition to the first two trilogy that has already landed, there are 3 plans for the upcoming seven and a half years in the strategic planning of e-commerce.

In the traditional offline retail area, the seven wolf store has been sinking from the first tier cities to the two or three tier cities in recent years, and the strategy of the big group has also been successful in pition.

By the end of 2010, there were 3525 sales outlets for seven wolves.

The number of stores is expected to grow by 10%-15% in 2011.

In the face of the huge offline system, how can we get through and supplement online and offline?

The third episode is just a "commodity trading platform" that connects online and offline.

Unlike the second trilogy for online dealers, the third episode is targeted at offline dealers.

Under these futures terminal management systems, there will be certain sales errors in each entity store. Replenishment or cargo loading is common.

Through this platform, offline agents can issue redundant goods.

"There are two situations here. First, he wants his goods to be opened and sold on the Internet. Two, if he does not own a shop, he will hope that other channels can help him sell."

Zhong Tao hopes that the platform will gradually complete a referee and dispatch function.

When the inventory information of offline dealers is released to the Internet, it helps the offline dealers to get through the commodity trading platform, and gradually make the offline dealers become the main source of the latter.

In the past, the eco dominated by direct shops will gradually withdraw from the industry and work together under the same line.

And in this process, through the control of the background system, we can also standardize the price system.

"For example, offline dealers want to sell 20 percent off new products, which is not allowed.

Then the platform will not show him. "

He explained.

The last two episodes will be developed in the next two years.

Among them, the fourth episode is "CRM brand ecological system", which mainly completes the online membership database.

By opening up the membership system and coordinating the headquarters integration mechanism, we can subsidize the scores on the offline line.

In this link, it is more important to complete the development of social media.

Zhong Tao explained that e-commerce community is a major trend in the future. Now all kinds of socialized ways may become a new model in the future. "When buying clothes, you can easily clockwork micro-blog. Maybe netizens will advise you which is better."

Moreover, feedback from commodities will melt into large communities and make all kinds of evaluations more authentic.

The final goal is to achieve "O2O" online and offline linkage, which is also the ultimate goal of traditional enterprises to do e-commerce.

Physical shops and online stores complement each other and extend the richness of physical stores with the Internet.

Because the integration is interworking, it ensures the convenience and rights and interests of the offline, and improves the user experience.

Online membership privileges can also be implemented online, enabling customers to enjoy the same services both offline and offline.

Although the 5 trilogy of the seven wolf's e-commerce has been established, it is impossible for every enterprise to build their own logistics or other systems like Jingdong.

The end result is that more real experiments and cooperation are needed.