Seven Wolves: Sprint "O2O"

From Legion marketing campaign to establishment of target line

Moving headquarters from Quanzhou, Fujian, which is famous for its clothing industry to Xiamen, which is well developed in the Internet, the seven wolves have not only changed the geographical position of their companies, but also pformed their thinking in the development of enterprises. As a traditional clothing enterprise, they began to embrace them enthusiastically.

The seven wolves with more than 3000 offline stores have been growing more than 300% since 2011.

According to Zhou Shaoxiong, chairman of Fujian seven wolf industrial Limited by Share Ltd, the proportion of online retail revenue will reach 10% in 2011.

According to the company's revenue scale of 2 billion 100 million yuan in 2010, the electricity business will exceed 200 million yuan in 2011.

The rapid development of the traditional clothing industry has really lifted the pace of the new giants.

Legionmental marketing

"We have been thinking, at which stage, distributors can truly become the protagonists of the whole e-commerce.

This is also the key point for the seven wolves to focus their efforts on the establishment of a "portal for network distributors", which is a management platform for a traditional brand of network distributors.

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 his flag, he will recognize the government, unify clothing, observe uniform distribution, increase or decrease the site, and submit it to the central authorities for approval.

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.

How to avoid this problem?

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 20% to 30% of the products in different shops are separated.

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.

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."

Zhong Tao said.

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O2O vision

For the next two years, the seven wolves plan this way.

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 will increase by 10% to 15% in 2011.

In the face of the huge offline system, how to form a connection and supplement on line? At the moment, seven wolves are trying to create a "commodity trading platform" for dealers under the broad line.

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, only the eco dominated by direct shops will gradually withdraw, and online and offline will work together.

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.

In addition, the seven wolves will soon establish the "CRM brand ecological system" - mainly completing the online database membership.

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.

All these efforts and plans are aimed at achieving the ultimate goal of the seven wolves -- the "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.

However, although the strategic steps of the seven wolves e-commerce have been established, every enterprise can not build a logistics or other system like Jingdong.

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