The United States And The Big Bang: Return To Stores To Make Brand &Nbsp; Do Not Do Business.

According to the voice of the world, the Shanghai Metersbonwe apparel Limited by Share Ltd announced today: it plans to stop the business of e-commerce platform. Smith Barney Clothes & Accessories (002269, stock bar) said in the announcement that e-commerce, as a new retail mode, needs huge investment in logistics distribution, marketing resources and information system. Early financial risks are not controllable. Although the company has tried to build its own e-commerce platform since the end of 2009, there has been no electronic requirement for this business. Business affairs Platform, logistics facilities, fixed assets and other aspects of large-scale investment, e-commerce business has not been effective development. Therefore, the company plans to stop e-commerce business operations.

Shanghai Metersbonwe apparel Limited by Share Ltd was founded in 1995. It is a listed company, producing and selling locally. Leisure time Clothes & Accessories. Target consumers are young people between the ages of 16 and 25. According to the previous disclosure of Smith bond, BNN's on-line time was December 18, 2010. At that time, the United States said that in 2011, the construction of e-commerce platform and market expansion will be intensified, and the state purchase network will be built into a new platform for Internet consumption and experience. In just 9 months, the listed company handed over the electricity business to the parent company.

For the e-commerce business planned to cease operation, the United States costumes show that the early investment in e-commerce business is mainly about personnel salaries, technology development, logistics distribution and advertising expenses, etc., amounting to about about 60000000 yuan, which has been incorporated into the company's profit and loss statements. The suspension of business in this area does not involve the disposition of assets, nor will it increase the company's expenditure. Previously, the domain name used by Bge is registered in the name of the Chinese clothing investment company of the holding company, and will be retained by it. It will authorize the wholly-owned subsidiary of Shanghai investment bank, Mdt InfoTech Ltd, to sell its brand products on the Internet e-commerce platform.

It is worth pondering that Zhou Chengjian, the head of the US state, said: "the traditional store sales mode is still the main target for the company to rely on." This sentence is in sharp contrast to nine months ago, and it seems to be slightly against the future trend of the industry. China's Venture Capital Research Institute has just released a research report that e-commerce has become one of the most growing channels for clothing product sales. In the second quarter of 2011, the scale of online retail spanactions of Chinese clothing (000902, stock bar) was about 46 billion 900 million yuan, an increase of 17%. It is estimated that the size of China's apparel products online retail market will reach 170 billion yuan in 2011, and the growth rate will exceed 50%. E-commerce channels will become one of the most growing channels of clothing sales. Zhang Chunyu, a commentator on the voice of connected economy, interprets this.

The United States is committed to making a brand: not to be an e-commerce provider.

Compere: the electronic commerce platform of Mei Bang dress is just 9 months online. The company plans to stop this business. How did you see the company made such a decision so quickly?

Zhang Chunyu: if it's someone else, you may wonder what's wrong with it. But I think for Zhou Chengjian, he has always adopted a light asset model, and now he chooses to light the Internet. I think maybe some people would say that this is a blind practice of Metersbonwe, but I think it may be a matter of strength.

What is the core goal of Metersbonwe this year? This is to make Metersbonwe brand from the brand of young people before. He emphasized the concept of his new domestic product. For him, building brands at the moment is more direct than the small benefits of doing business. In a sense, the next big game in the traditional field is more direct than that in the field of electronic commerce. I think from the perspective of pragmatism, the exploration in the field of electricity supplier is just a trial and error of Metersbonwe. Since his current trial and error makes him feel unpractical, a contraction he adopts is a more direct way for enterprises to face reality.

Secondly, Metersbonwe is actually the most comprehensive enterprise using IT technology. After he tried, he realized very clearly that at the moment, more electricity providers need to burn money than direct cash. At the same time, it should be seen that for Metersbonwe, it is already a multi brand business. As for the brand of the electricity supplier, how much will he add to the bonus, and how much he will promote to the whole. From the current statements of listed companies, Metersbonwe is still doing a more important part of its own channel. The profit brought by self channel is far more than that of his franchisee. At this time, why should he return the five fingers that he has extended, and then do enough in the field of electronic commerce. So I think his choice is to go back to his traditional field, and to return to his focus this year on making brand rather than doing business. The channel of the electricity supplier is too small for him.

Moderator: but we also see that the current scale of clothing online retail spanactions is now up to 17%, and is expected to increase by more than 50% in the future, and more and more companies are putting their own products on the Internet to operate and open up this area of store business.

Zhang Chunyu: as for this point, what Metersbonwe emphasizes now is the concept of new domestic products. On the Internet, people are not able to get access to new domestic products or even have very few opportunities to connect with domestic goods. So in a sense, the Internet is also the place where sales can be quickly completed, but it is not a very good brand birthplace, and the incubation period is too long.

Moderator: it may be that the incubation period is too long and is inconsistent with his decision at present.

Zhang Chunyu: so I think you can say he has no vision, but I think there are too many trial and error in the field of e-commerce. How many mistakes did Taobao make in the past 8 years, and there is another point Taobao is a platform. You have to concentrate all your resources on building a channel, which is really too big. So I think it would be better to recover the money if we do a more powerful exploration, because we can see that this year, both the customers and other old people have reduced the size of their original expectations. Why? Our ideals are far from reality.

It's better to sell physical stores instead of logistics.

Moderator: so you think the current situation is not ideal for enterprises, especially the traditional clothing enterprises, or the problems of the electricity supplier?

Zhang Chunyu: at present, you see, for example, from Jingdong, the most expensive place for Jingdong to spend money is logistics. For Zhou Chengjian, who has always stressed the importance of light assets, this kind of logistics investment is not beneficial for him to drink poison and quench thirst, and is not similar to his marketing methods. And we also see Suning's involvement in the field of e-commerce. Instead of adding more capital to smashing logistics, it is better to do physical stores right now.
 

Host: but at the same time, we also see that he has not completely stopped the store business. He has signed an agreement with AI Shang bang, that is to say, we have not yet given up the electricity supplier.

Zhang Chunyu: he stripped him from the listed company, but the financial statements were much better. He has left this place in the industrial layout, but it is not a good time at the moment. For example, this year Suning put e-commerce as a big business, so that the integration of his previous business and his retail business will be easier, so that his development focus and future direction are equivalent to the reconstruction of Suning. But why didn't Metersbonwe create a special product in the electricity supplier area? That's because the cake is too small at the moment.

Risk control and low burden operation strategy

Moderator: now with our guests today chaired Chaoyang together to explore, is this e-commerce really burn money so fierce?

Wang Zhaoyang: e-commerce is really burning money. When Sina went public, it was the first time to build a portal website. Of course, with the current e-commerce, the money he started was really huge. He wants to set up a technical platform to open a hole, so that people in the society will know that you have such a cut, sticking everyone here, really burning money. Generally do e-commerce, for example, do a group buying network, or do other websites, often start capital with their own. Once we have grasped the opportunity and gained the reputation, we must quickly sell ourselves to venture capitalists. After attracting venture capital, we will expand the chassis as soon as possible, like group buying network.

But now group buying network has encountered such a problem, like Taobao is a forerunner, but also done eight years to do it now. Ma Yun wants to invest 10 billion to 20 billion. He wants to do logistics all over the country. Now that the whole e-commerce card is stuck on the logistics bottleneck, on the one hand, thousands of troops are going to do e-commerce. Now you don't know where to go to the website, are you going to Taobao, or going to Jingdong, or buying Dangdang clothes, selling books and selling clothes, selling electrical appliances, selling clothes, and selling clothes.

In this case, you still need to spend money in particular, so I say that the United States is aware of this problem, the ideal is very plentiful, the reality is very skinny. At the end of last year, he decided that I would turn from a traditional tailor to an Internet tailor. Now I find that the tailor of the Internet is not good enough. He is shrinking fast enough. Because he did not invest very much, and invested about 60 million. He also predicted that sales of e-commerce sites would be around two hundred million this year, but the proportion of his annual sales of 7 billion 600 million would be very small.

At the same time, he must have foreseen the need for continuous investment in the early stage. For the new field of e-commerce, the whole instant response system, information flow, logistics, warehousing and capital flow must be invested. In the current economic downturn, people are still relatively cautious. When money is still shrinking, you let him burn his own money. I think he has a sense of cleanse now. I also noticed that when he was interviewed by the media, he said that his first concern was to control risks. He used light assets virtual operation, like Nike learning such a way. His pursuit of this kind of speed and value added is a low burden pursuit. His success is a low burden. He doesn't want a factory. He just runs the brand and adjusts constantly. In this case, it is hard to build up a brand. His own business started with a low burden. So now he is wise to see a black hole go down.

Host: what does Metersbonwe do to other people who want to enter this field? What do you think you should do if you want to enter this field?

Wang Zhaoyang: it's not that this bowl of rice is delicious. If you can't eat it, the simplest thing is if this enterprise is your own, especially if your private enterprise is doing something you can do yourself. This meat is delicious, but your physique is not suitable for you. You can't eat this fat meat, then you can eat something you can eat, and go steadily forward. Under this great economic environment, I think this is a very good way.