Wenzhou Clothing Brand "Marches" Taobao Mall

After one or two years of development, Wenzhou enterprises now have more than 1000 stores in the Taobao mall, accounting for nearly 10% of the total number of merchants in Zhejiang. The total number of stores is twelfth in all cities in the country. Just like a whirlwind, at the moment, enterprises are flocking to landing the "Taobao" Asia's largest online sales platform, competing for new territories.

"The clothes I bought at the flagship store on the Internet are better than those in the physical stores." One noon in mid September, Miss Zhu showed her "trophies" to her colleagues in the office -- two T-shirts and a pair of trousers. "After the discount, the average store is more than 100 yuan per unit, but the store can't buy it at all." Several colleagues asked Miss Zhu for the website of her flagship store. She plans to go to the store for a fitting test first. If the shop has the right discount, it will sell. In life, people like Miss Zhu and their colleagues have surged in recent two years.

Miss Zhu's colleagues found that the online flagship store is not in the official website of the clothing brand, but is set up in the Tmall Up. At the same time, they also found that Taobao mall is not only the clothing brand of the Wenzhou capital lineage, but also many local brands in Wenzhou. According to the data from Taobao mall, as of now, there are more than 1000 Wenzhou merchants in the Taobao mall, accounting for nearly 10% of the total number of merchants in Zhejiang. The total number of stores is twelfth in all cities in the country.

The new Taobao plan

Just as domestic enterprises are widely distributed in the Internet, Zhejiang nature is located in Longwan, Wenzhou. footwear industry However, the company has asked the dealers from all over the country to withdraw the product of the women's shoes "Zhuo Shi Ni" on the Internet before the end of this month. "There are more than 600 online shops selling Zhuo Ni Ni women's shoes, mostly agents." Josini, a regional agent for women's shoes, said.

Zhejiang nature Shoes Co., Ltd. is aiming to integrate and expand the Taobao flagship store. "After October, Taobao's Zhuo Ni Ni shop will temporarily have only one Taobao mall." The manager of Zhusi Ni flagship store, Wang surnamed, said. At the same time, the identity of Taobao store's Zhusi Ni flagship store will change from next month. It is no longer just an online shop of an agent. Zhejiang nature Shoes Co., Ltd. is also one of the owners of this flagship store.

It is understood that the flagship store of Taobao mall was opened in mid August of last year by an agent in Wenzhou. Recently, the company saw the flagship store outstanding in the past year, so it planned to put the flagship store under its command. "How many shares are inconvenient to disclose, but the profits are divided equally. These days, they are ready to move to the nature company to work together." Mr. Wang, the flagship store of the Zhuo Si Ni flagship store, revealed.

In addition, Zhejiang nature Shoes Co., Ltd. will also increase investment in advertising and other aspects, and expand online sales. channel 。 "Where to invest more specifically is still under discussion. The company plans to sell more than 100 million yuan online next year." Mr. Wang, the flagship store, said. It is reported that the Taobao store's Zhuo Ni Ni flagship store's performance in the first year was $7 million.

Just when Zhejiang nature Shoes Co., Ltd. wanted to launch Taobao online, AOKANG, Metersbonwe, Kangnai, Semir and other companies that had built flagship stores in Taobao mall also set up a new plan for their online sales. "In 2012, the group sold 30 million stores in Taobao mall." Zheng Jiancheng, general manager of Brad group brand division, said. It is reported that this year's sales target of Taobao's flagship store is 10 million yuan.

When Wenzhou enterprises increased their sales expectations in Taobao mall, they also increased investment in e-commerce. In the first half of last year, many enterprises still had only a few people to "spare time" for online sales, and this year not only set up a department specializing in the management of e-commerce, but also accelerated the expansion of personnel, many companies have plans to further expand staffing. Like AOKANG and other groups, there are dozens of people in its e-commerce department at present. "Next year, the company's e-commerce department will reach 200 people." Xiang Wentao, general manager of AOKANG group's e-commerce department, revealed.

Online shop Taobao first

"I first opened a shop in the pat net, and I had a good performance before I opened a shop in Taobao mall. Next, I would like to do a good job of the flagship store of Taobao mall, and then consider the development of other platforms." So, Wang surname manager of Zhusi Ni flagship store said.

Similarly, online sales of companies such as AOKANG and Taobao did not start in Taobao. They either build online sales platform on the company website (official website) or participate in Dangdang, Lok Tao and other B2C websites. However, these companies eventually regard Taobao mall as their first access to online sales. Like AOKANG, the online shopping mall on its company's website links directly to AOKANG's flagship store in Taobao mall.

"The company is focusing on the sales platform of Taobao mall. We have seen from the past year's online sales that Taobao has more potential than other platforms." Mr. Wang, the flagship store of the Zhuo Si Ni flagship store, revealed. It is said that the daily orders for Josini shoes in Taobao mall are more than 300, and the daily orders of the pat Network are only 350 pairs.

Data from Taobao mall show that the transaction volume of the mall will be close to 100 billion yuan this year. "Now, with the popularity of Taobao, the company's online shop will not have any publicity, it will have a certain amount of orders." Zheng Jiancheng said. Last March, when the group opened flagship store in Taobao mall, it was trying to do it. In addition to the configuration staff, the other did not invest much, but the final performance exceeded the target 20%.

Although Taobao shop opens up online shops, it will generate a lot of transaction costs, but companies do not want to build their own online sales platform to save the cost, which is due to the consideration of people's traffic. "The cost of building a platform on its own is not high, but to attract netizens to the platform requires a lot of capital investment, all well-known B2C websites such as fan Kai pin, Jingdong mall and so on are hit by money." Zheng Jiancheng pointed out. In the past, the group had tried e-commerce in 2007, and set up an independent team to build its own online sales platform, such as Li shopping mall, which cost millions of yuan, but finally it was shelved because of the low popularity of these online sales platforms.

For the group, Taobao mall is the most important platform, because there are enough promotional activities on the platform, and many promotional activities are very influential. For example, in November 11th last year, Taobao mall launched a big promotion with the name "singles day" joint business, which surprised businessmen greatly. "On the day of singles day, we made about 300000 yuan sales, which are not available to some stores." Zheng Jiancheng said with a smile.

It is understood that last year's singles day, some Taobao mall stores, daily sales, let businesses surprise, like Josini's daily sales volume of up to 15000 pairs, and Kappa, Bo Yang home textile and a few brands daily sales is more than 20 million yuan. "If we don't sell goods on singles day, business will be better." Wang's manager of the Zhuo Si Ni flagship store is still in some unexpected tone.

Moreover, there are more and more brands entering Taobao mall, and the effect of forming a virtual mall is one of the reasons why many enterprises in Wenzhou choose Taobao. As a matter of fact, Alibaba group, after splitting its Taobao network into three, is building Taobao mall as a virtual shopping mall. In September 19th of this year, Taobao mall was first unveiled in Beijing, and announced the opening of the B2C platform strategy. Not only businesses and businesses can open shop in Taobao mall, including network operators can also open shop on their platform, such as Wenzhou's well-known 3C sales website, "green Sen digital" also reached strategic cooperation with Taobao mall on the same day, the Taobao mall store as one of the official flagship stores.

According to the data from Taobao mall, there are 38 well-known B2C enterprises in the Taobao store, including shop No. 1, Le Tao, new egg and Yintai network. "The platform like Taobao mall should be unique at the moment." Zheng Jiancheng thinks.

Taobao's way of existence

"Taobao mall is one of the distribution channels, and the company's own sales platform will not give up." AOKANG group told Wen Tao.

Similarly, the group will not give up Li buy mall, but will locate B2B's website and implement membership system for the exchange of agents across the country.

Zheng Jiancheng said that after doing a good job in Taobao mall's flagship store, it will expand other online distribution channels. "Staffing is in place, and opening up to other websites will not increase the cost. After all, Taobao can not cover all online shopping groups". Similarly, Zhejiang nature Shoes Co., Ltd. also plans to push Josini shoes to four or five well-known B2C websites, such as Dangdang, Le Tao net and so on, so as to make themselves more treasure in the online shopping craze in the future.

Can the Wenzhou enterprises specialize in traditional sales mode also enjoy the same way in the new way of network sales?

"At the beginning of the flagship store in Taobao mall, like many other business ideas, the company has handled the over season products through this platform, so there is a big discount." Zheng Jiancheng said. However, the sales strategy of Taobao in the mall has changed with the increase of its performance.

In order to change the bad image of goods sold in Taobao mall stores over the past season, Taobao mall combined 100 brands in the middle of August, and new stores and online stores in the autumn, including AOKANG, Georges white, Metersbonwe, Semir, and more than 10 brands.

In fact, if we want to do well in network marketing, we should not only have new problems with physical stores, but also understand the practical problems of online shopping. "Not all styles of clothes can be sold in online stores, and uniform clothing is more suitable." Zheng Jiancheng pointed out.

At the same time, because online shopping groups are relatively young, and the economic strength is not very strong, the website is also very knowledgeable in style and pricing. "The price of shop shoes is cheaper than that of physical stores. Generally, the price of each pair of shoes is between 150 yuan and 300 yuan, while the average store price is 200 yuan to 400 yuan per pair." Mr. Wang, the flagship store of the Zhuo Si Ni flagship store, revealed. However, the price of Josini shoes shop is lower than that of the physical store. On the one hand, the shoes are different. On the other hand, the operating cost of the shop is lower than that of the physical store, so that it can be given to the buyer.

Compared with the online sales strategy of Wenzhou brand such as Zhuo Shi Ni, AOKANG group has taken the lead in other brands, implemented online exclusive style sales, and adopted a pre-sale strategy. "Online exclusive shoes, positioning and other aspects, like physical stores, only have their own characteristics in style, structure, shoe size matching, and more suitable for online shopping groups." Xiang Wentao said. It is said that AOKANG group has set up a specialized R & D team and suppliers, designers and so on for the online sales platform.

The sale of online platforms is not only a new challenge to the R & D and design teams of enterprises, but also a new challenge to the management of enterprises. Most companies use daytime as working hours, while online shopping not only works during the day, but also orders and delivers goods at night. "The staff of the company's electronic commerce department is different from other departments. They have to work 11 hours a day and have two shifts." Zheng Jiancheng said.

The stumbling block of "Taobao" road

In September 19th, Zhang Yong, President of Taobao mall, announced the opening of the B2C platform strategy at the same time. It is expected that the target transaction volume of the mall will reach 200 billion yuan next year. However, in the face of such a big cake, some enterprises in Wenzhou worry that they are less likely to grab the cake and look for people who are interested in online shopping. "At present, the biggest difficulty we encounter in e-commerce is the lack of qualified personnel." Xiang Wentao blurted out without thinking. Not only AOKANG group has such problems, but also brands like Wenzhou and Josini. It is understood that the lack of talents include network technicians, artists, webpage designers, network marketing planning, etc.

Although currently in Taobao mall, Taobao will bring a number of technology outsourcing companies, for the lack of technology backup enterprises urgently. "Web pages need updating at any time, and outsourcing is not convenient." Mr. Wang, the flagship store of the Zhuo Si Ni flagship store, revealed. Although with the help of the Internet, technology outsourcing can solve the large technical problems of B2C enterprises, but remote technology is often difficult to achieve the intention of businesses to communicate online. Previously, Zhuo Shi Ni, AOKANG and other companies have outsourced web page production, art and other work to some Internet companies in Hangzhou and Shanghai, but the effect is not very good. Finally, they have to solve it themselves.

To this end, Wenzhou enterprises are now recruiting talents in B2C through various means, including raising salaries and increasing learning and training space. "We also did recruitment advertisements in the media, but the people who were attracted were not very good." Mr. Wang, the flagship store of the Zhuo Si Ni flagship store, revealed. Because most of the recruits are novice, they often can not meet the needs of enterprises.

"We now solve the problem of talent, mainly by internal gradual training, and the external will introduce about 20%." Xiang Wentao said. However, will the market wait for Wenzhou enterprises to solve the problem of talent shortage on their own? The problems encountered by Wenzhou enterprises in the online "Taobao" process are still exposed only on the mature platforms such as Taobao mall. If we build our own online sales platform, there will be more and more problems on the way of Taobao online. "Online sales, the click of a store is directly related to business, and building an online distribution system is a new challenge." Xiang Wentao thinks. Judging from the current operation, there are big differences between online stores and physical stores, including product design, after-sales service, daily management and so on.