Li Ning Co COO: Lining E-Commerce Has Become The Benchmark For Footwear Industry.

Lining, as a

Guo Jianxin Li Ning Co COO (chief operating officer)

One, Guo Jianxin tells Lining's motive force for doing e-commerce.

(1) why does Lining want to do e-commerce?

1, consumers are our driving force.

We used to have a statistics, Lining's target core consumer group, about 90% of the Internet is on the Internet, these people go online for two hours every day, if we establish brand loyalty, we must interact with consumers. This is online.

So why do e-commerce? First of all, the core power is these people online. These people are very effective ways to interact with you online.

Therefore, the relative sales revenue will go back to second and third places. This is the first point I want to stress.

2, sales profit is our driving force two

Since business has been invested, it has to be rewarded. Lining has not been able to develop quickly since 07 years ago, but at least it is a step by step. Before making e-commerce, we have made some strategies, and then began to form a team. Recently, the information system has been set up, our processes have been set up, the team of our internal and external partners has been selected, the products have been selected, the rules have been formulated, and the rules of our product retail have been formulated, so all these businesses have been developing at a basic stage.

3, the positive interaction between brands and consumers is our driving force three.

The third is also the need for brand follow-up, which is also the core of Lining's e-commerce.

Now, besides the Internet, e-commerce has also become a part of everyone's lifestyle.

Speaking of lifestyle, especially the brand platform, is a great opportunity.

When a person takes the Internet as a way of life, your chance will come, and your world will come.

So I've been thinking about how we can get together in all the communities on the Internet, all the people in China who like to run, what kind of sport they are running, what impact they have on your life and way of life, what products they should run.

What kind of shoes do the marathon use, what shoes are used for sprinting, and where are the technology of these shoes? These are the core of our consultant as consumers.

If these jobs can be done well, Lining can be closer to the consumers, and can be more intimate from the emotional and behavioral aspects. If these are done well, the brand and business income will come to an end.

So these three are indispensable.

(two) how does Lining do e-commerce?

1, pay attention to your consumer groups.

In fact, e-commerce derives an ecosystem, so many enterprises are more or less involved in this trend. At present, from payment to logistics to third party logistics, including the study of consumers and the analysis of purchasing behavior, these are all traditional enterprises must pay attention to, and consume you deeply, because this will affect the foundation of long-term healthy development of your follow-up enterprises.

2, adhere to brand marketing and innovation mechanism.

As a brand name, I want to emphasize that I only do two things, the first is brand marketing, which is the core of our long-term relationship with consumption.

There is also the innovation mechanism, which is the two core that the creative enterprise firmly grasped.

There are factories and distributors. Our more than 100 customers and more than 7000 stores are rarely ours.

E-commerce is also going on such a road, so for branding, there must be a strategic choice, you have something to do, you can do your resources well, try to do it.

So for e-commerce, there are many partners now, both direct and distributed.

3, clear positioning of e-commerce

Lining's position in e-commerce is first to spread the brand of Lining through the Internet. But we spread not only Lining's brand, but also other positioning. Different brands should give consumers different values. This value is embodied by e-commerce and consumers, so Lining brand is reflected in this process.

Another consumer interaction.

As we all know, e-commerce has produced a lot of data in China every day. From e-commerce, there are quite a lot of companies doing research on e-commerce consumption.

This is one of the models, but now it will continue to expand.

But for Lining, we need to understand how consumers feel about Lining, and how they are satisfied with Lining's cultural brand and the terminal consumption environment.

Therefore, I think we will have a clearer understanding of consumers, and we will be more effective in formulating marketing methods and marketing methods.

We set up our company's digital marketing department in April 07, and then set up the e-commerce department in January of 08. These two departments are responsible for online consumption, one is responsible for our e-commerce, but the future is to develop. As a group, these two departments need to be adjusted and integrated, so this aspect can provide better value for brands or consumers.

We established it in January from the first half of 08 years, and to 2010, it is a relatively good development road.

One of our team's pride is that our single day sales are over 17 million a day, so this brings us a very good incentive. I think we can foresee that in the 2011 and 2012, our integration will bring more benefits from the Internet.

I think after that, no matter how the way of cooperation can be explored, we can be fully open, but the only thing is to abide by the rules we have formulated. With the rules of consumers and the rules of retail sales, we have many ways of cooperation, so there is a good opportunity to expand channels and depth in the future.

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Two, analysis of the four core of traditional enterprises to do business

About the three stages of Lining's e-commerce development, there are three key words, the first is electronic channel, the second development stage is electronic channel plus the double development of supply chain, and the third is cross channel marketing plus supply chain.

We are all closely related, one is the channel, the other is the supply chain.

(a) Lining EC's channel (EC, ELECTRONICCOMMERCE, e-commerce)

1, B2C&C2C

Lining's specific ideas in the channels and supply chain, which are now more common sports goods on the Internet sales channels, you may be very familiar with the third party platform.

Lining in this channel, in addition to the common channels, there is also a large seller on the C2C platform, Lining in the entire Taobao we search a search will have more than 30 thousand, there are Lining's large and small online shop.

2, integral & member mall

Another very important channel is integration and member mall. Now many banks have launched the mall mall, which is one of the channels that Lining electronic commerce company is very concerned about.

This is the main channel mode of Lining's e-commerce.

This is the cross channel shopping experience of Lining's electronic commerce in the future. This is the typical channel of e-commerce for Lining.

3, TV shopping

In addition, Lining electronic commerce company is also doing TV shopping. Lining also sees the prospect of three networks integration. Now Lining electronic commerce company is preparing the mobile phone mall, so I think in the near future, Lining e-commerce company will slowly connect all the channels one by one, so that consumers can seamlessly shuttle these channels.

This particular mention of this convenience store has become an important channel in Taiwan convenience stores. Basically, they have about 1/3 of their orders to pick up goods at convenience stores.

There are some convenience stores, also become cross channel picking, this is also an idea of the future of Lining electronic commerce company. Today, Lining has just got through with the direct outlets in big cities in China, and the direct business operators on the website have to pick up the goods and deliver goods nearby. In the future, we will go directly to shop shops and so on. This is also in implementation.

The whole channel is divided into these three parts. One is from the channel mode. Besides the very typical B2C and B2B, they are also trying C2B mode, and are developing the width of the channel.

(two) Lining EC's product supply chain.

The purchasing group has become more and more mature. First of all, the consumption of consumers is becoming more and more mature. At the same time, the ability of consumption and the ability of online shopping are also significantly strengthened. Now, after 80, 90, the Internet has passed the price comparison, through search, through the community, through various means that he thinks are most familiar with, to get shopping information, and to compare all the aspects to get the goods that he likes. At the same time, the demand of consumers has also been satisfied with some of his basic needs, and now shows a trend of becoming more and more personalized and diversified. Therefore, I think in such a big trend, it may be a top priority for us e-commerce practitioners to provide personalized products and meet their personalized needs. With the development of electronic commerce, especially after the establishment of Taobao in 03, I want to see the Internet now.

The planning of Lining's e-commerce is divided into four parts.

1, the first is to sell stocks.

Lining electronic commerce company initially bought and sold Lining's stock, but the sales ratio dropped from 08 years to now. Now it is only a small amount of stock.

2, the second began to line up the line of goods.

That is, Lining electronic commerce company began to display and sell, Lining brand's quarterly full range of products.

The 3 and third is to meet the needs of consumers, launch EC own products, and establish a quick replenishment mechanism.

The individualized demand of consumers is becoming more and more common, so Lining electronic commerce company is so designed for personalized products of consumers: the shoes launched in the past 08 years and the shoe shoes launched this year are fully responsive to the needs of netizens and the personalized needs of netizens.

4, the fourth is to interact with consumers, the introduction of user personality customized products, embroidered ID, ah, and so on.

If Lining electronic commerce company can launch special products for the network, in addition to making Lining products more diversified and enriching, it can better test the consumer demand test market a very good channel.

Therefore, to integrate these four reasons, the introduction of network exclusive products is a product strategy with comprehensive benefits.

So Lining electronic commerce company launched the Internet monopoly product in July of 2010 this year, there are also classifications, EC has launched a product of consumer preferences.

(three) the three development direction of the online retailing industry: the four core of the traditional enterprise as an e-commerce provider

There are three directions in the development of online retailing of Lining electronic commerce company.

One is customer centred, which we all understand very well. The second is the optimization of cross channels, because online retailing is not a separate and independent channel. It is integrated through other traditional or renewing channels. The third is the infrastructure is leading, since it is online retailing, so Lining e-commerce company needs a very strong and scalable high-performance development.

Traditional enterprises need four core competencies to do e-commerce:

1, the first is cross channel integration, three hundred and sixty degree brand experience and core competence.

If we play a better role in the next few decades, we will become stronger and stronger as time goes by.

The 2 and second is the capability of the fast response supply chain.

This is also a traditional brand enterprise to enter e-commerce has a very good advantage, Lining group's supply chain after decades of forging, how to accelerate the rapid response ability on the existing supply chain, this needs more attention and strengthen the core competitiveness.

The 3 and third is to understand and understand the customer's ability to meet the individual needs of customers, because consumers' consumption habits, consumption ability and consumption psychology are constantly developing.

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Knowing how to understand their customers, but how to understand and understand consumers, understand the psychology of consumers, and then come up with a solution, this response is not fast enough, and a better way is to provide personalized display and personalized product recommendation as soon as consumers Click to browse, this is a better solution.

In addition to this, the process of meeting the individual needs of customers is not just a marketing of the front-end of the website, but also to the system engineering of the back-end.

If the tallest in Pyramid is highly customized, this is the hardest part. Any consumer scribbling and painting a pair of sneakers, Lining will help him design, we do not have this ability.

Personalized customization is difficult to scale production, and it is feasible for Lining to modularize self-service.

The 4 and fourth point is to identify, select and apply appropriate advanced IT technology.

This is very hard to listen to, but this is also a new experience of Lining group. In fact, as our traditional enterprise, it is almost impossible to be like the leading e-business enterprises in the industry. Hundreds of IT developers can build a IT system by themselves. Therefore, Lining's e-commerce is more about outsourcing strategy. When we are facing so many IT suppliers, how to identify and choose the last appropriate IT technology is very important. Therefore, if we are not advanced enough, we will have to find the most expensive, "not the best but the most expensive". This is the line in the big shot.

Our IT solution is the most important. This is also a very important core capability for our traditional enterprises.

For example, Taobao's singles day, the order is very, very large, which is dozens of times normal, and how the goods are endless. We are suffering from one side of the pain. This is where the problem is, whether the whole warehouse operation process is not optimized or other reasons. Through our analysis, we feel that in our warehouse, the logistics process and efficiency in our way are not worse than others, or we are not ready for the 100 thousand single day capability.

The above is to share with you, the traditional enterprise electronic commerce should have the four core capabilities, people will say that there are many, such as logistics storage capacity, what customer service, how to be able to connect the ability of these are the basic services of e-commerce, this is the basic ability that every e-commerce enterprise must have, and these four points are the core competence of enterprises that have long developed and sustainable development.