The Importance Of Retail Genes In The Field Of E-Commerce

Japan's Lotte has recently announced that it has been sluggish, but said it will not abandon the Chinese market. Li Guoqing Dangdang clearly indicated that Dangdang will adopt a shrinking strategy this year, while the main cotton socks netting also announced that it should spare no effort to reduce costs. In the "cold winter" of e-commerce, how to deal with the online shopping mall of BELLE, the footwear giant? How did it go through nearly a year of water trial? What experience is it worth to learn from traditional enterprises? With these questions, the reporter interviewed CMO Xu Lei, an online shopping mall.

Improving order quality and user quality

"Clothing, Footwear products The supply chain management mode and product life cycle are different from the standardized products such as electrical appliances and books. The life cycle of the products is only 3-4 months. The price factors of shoes and clothing e-commerce websites are not as direct as those of standardized products.

Xu Lei said that the purchase of online shoes city by size, try and feel, and other links to reduce the difficulty of user front-end shopping. Through these means, on the one hand, improve and optimize the quality of orders and user quality; on the other hand, ensure and enhance the user shopping experience, hoping to lay a solid foundation for the healthy and sustainable development of enterprises.

Xu Lei said, excellent purchase Online shoe city It is not only based on sales scale and growth rate as the business purpose of enterprises, but also to establish a rational image of differentiated industries. At present, the adjustment does not have a significant impact on the order volume, but the quality of users and orders has been significantly improved, while operating costs and efficiency have also been improved.

Traditional enterprises have to go through three hurdles.

Relying on BELLE to do online shopping mall, for Xu Lei and BELLE executives, the two sides in the past 9 months are constantly running in and colliding. After the initial running in, the communication from the Internet and the electricity supplier with BELLE's traditional business personnel has become more and more effective.

According to their own operation experience, Xu Lei believes that traditional enterprises should take three steps to make B2C, and the most important thing is that traditional enterprises can not take e-commerce as a new growth point because of their main business problems. This is wrong. At the same time, online businesses should not hope to change the company's growth curve in the first 3-5 years or how beautiful they are on the financial statements.

Secondly, e-commerce enterprises must have Retail gene It will not be lost in the business indicators such as inventory turnover, storage and sales ratio, human efficiency and other supply chain efficiency. Because e-commerce is a high degree of attention to the retail index of the subdivision industry, traditional enterprises do e-commerce business, if the implementation of agent distribution mode, do not operate specific operations, in fact, is to maximize their own short board.

Thirdly, the category line and brand line of traditional enterprises should be wide enough. If only a single brand tries to touch the net, then it is more suitable for distributing goods to Tmall, Jingdong and other platforms.

Xu Lei emphasized that the essence of B2C is actually to manage users through supply chain management, using IT information technology and data analysis, and the biggest problem of traditional retail industry is to seem to know what kind of group the user is, but in fact, the direct relationship with users is relatively weak. When users' consumption habits and consumption ability evolve, the reaction is relatively delayed.

The longer you lie down, the higher you can jump.

This year is the "winter" of the e-commerce industry, and more and more enterprises feel that money is tight. For the future development of the industry, Xu Lei quoted a colleague's words, "how long do you lie down and decide how high you will stand up in the future".

Xu Lei frankly, this year's electricity supplier situation is not very good, some second tier vertical B2C is very cautious in front of capital.

"Some enterprises' cash flow may only support half a year, and if capital market does not change, these enterprises may get capital through bloodshed financing." Xu Lei pointed out that enterprise funding shortage will reduce advertising, but orders and sales will decrease. Next, these enterprises will lay off workers and enter a vicious circle.

Xu Lei predicts that this year there may be some low price mergers and acquisitions in the electricity supplier industry, as well as the rapid entry of traditional enterprises through the way of capital operation, such as cooperation with pure e-commerce enterprises and equity replacement.