The Three Step Of Kappa E-Commerce

As a famous sports brand under the line, Kappa is one of the traditional brands that have earlier set foot in the electricity supplier. In September 2009, Kappa opened its first flagship store in Taobao mall, officially entering the electricity supplier. It has gone through 3 years. From the initial Tmall flagship store to the current distribution network of the whole network, and then to the upcoming iKappa platform, Kappa in the past three years is stable and steady, and has opened up its own sky in the field of electric business.

　　 start Taobao Test water

In 2009, China's electricity supplier had already made full use of its power, and Mercedes Benz was developing on the high speed road, but most of those brands were directly launched online, and there were not many well-known brands involved in the electricity supplier business. The reason is that traditional enterprises have many doubts and uncertainties about the electricity supplier. At that time, Kappa believed that the electricity supplier was the trend of the times. So, in September 2009, Kappa first opened its flagship store on Taobao mall.

In fact, traditional brands will be faced with a problem when they set foot in the electricity supplier. That is how to cut into the problem of opening a store on Taobao or directly establishing an independent electronic business platform. These are problems that traditional brands have to consider. Gu Haolan admitted that Kappa had had similar discussions internally. However, Kappa has rich experience in opening shop online, such as opening a small shop in Wangfujing where people have a large traffic volume, and unwilling to open flagship stores in remote areas. In the final analysis, the electricity supplier is still a business. At that time, Kappa did not have a clear understanding and mastery of the overall environment of the Internet and the electricity supplier industry. In order to avoid the risks caused by its unfamiliarity, Kappa finally chose the popular Taobao mall.

When the flagship store was first built on Taobao mall, Kappa adopted the distribution buyout system, that is, Kappa authorized the selling right of the brand on the Internet to the dealer, the dealer first bought it from Kappa, then sold it to the Kappa flagship store on Taobao mall, and the dealer also needed to report the sales volume and inventory information to Kappa immediately. This pattern lasted for about a year and a half before it was replaced by the current general-purpose operation system.

　　 Improvement: full network coverage

At the end of Taobao's water testing stage, Kappa gradually began to move to the whole network coverage, such as Jingdong mall, Tencent pat, good Le buy, Amazon, Famous shoes Library, etc. Gu Haolan disclosed that at present there are two modes of cooperation in the whole network channel Kappa: one is self agency system, such as Tmall (former Taobao mall), Jingdong mall and so on; one is the wholesale system under the offline dealer system, such as good Lok, vip.com and so on.

Kappa has already had a sales network online, and now it has built a new network on the Internet. How to solve the problem of conflict between price and channel in these two networks? Generally speaking, the price of Kappa online and offline will always be consistent in the new products, and even the price of individual new lines is still more expensive than offline, because some people buy online not for cheap, but for convenience. The price of Kappa in all channels is unified, and the only difference may be that the business platform is making profits for consumers when doing activities.

"We do not want consumers to buy our products online because of price factors. We want consumers to buy our products because of brand names. The development of Kappa online is also based on upgrading the brand rather than improving sales volume, which is the development idea of Kappa online.

Now many people think that the electricity supplier is a very impetuous industry. The general electricity providers are trying to hit the sales volume, and seldom estimate the promotion of brand factors, especially the brand that grew up in Taobao. Gu Haolan believes that online brands are more likely to pass the Kappa brand spirit and enhance the brand image of Kappa. Because offline sales are more frequent in the middle part, after passing through the distributors, shop assistants and shop assistants, products with good brand spirit and stories will encounter the problem of information loss. The electricity supplier can directly face consumers, so it can transmit the brand spirit and connotation of Kappa to consumers.

　　 Upgrade: IKappa Platform online

Unlike other electricity providers, Kappa is not eager to build an independent e-commerce platform. Why Kappa's Independent E-commerce platform will be launched late? Because Kappa's e-commerce road is constantly groping, and Kappa can't easily launch an independent e-commerce platform without thinking clearly what role the independent platform should play in the entire Kappa business.

Gu Haolan said that iKappa will have the following three important missions: the first task is to show the new products of Kappa, thus promoting the brand upgrading of the whole Kappa. The products of Kappa will change a lot. Since Kappa put forward the motto of sports, fashion, sexy and taste in 2004, Kappa products have been recognized rapidly in the market, but some concepts will be different with time. For example, "fashion" is a difficult concept to grasp, and its timeliness is relatively strong. Since its involvement in the electricity supplier in 2009, Kappa has been thinking about how to upgrade its brand so that products can give people a sense of the moment.

Secondly, iKappa focuses on the concept of clothing collocation. Now domestic consumers have reached a mature stage for shopping. They will not buy clothes because of color, style and so on. They should consider how to match their existing clothes and how to embody their own temperament. Nowadays fashion magazines usually have some contents about how to match clothes, but these magazines are not very convenient to obtain, and some are simply listed by simple principles. When iKappa is online, it will assume the task of teaching people the idea of dressing and matching. It will take Kappa products as an example to describe some common knowledge and concepts of clothing collocation, not only the general sense of collocation, such as what trousers to match, but also the pursuit of diversification, such as Mashup, stacking collocation, color matching, trinkets and accessories.

In addition, iKappa can facilitate consumers to shop. Due to store design, lighting beautification, shopping guide and so on, offline shop can easily make consumers desire to shop and impulse to shop. But online, consumers spend a lot of time on choosing a favorite garment. For example, if you want to buy a Polo shirt, search it on Taobao, and come out of thousands of clothes, then how to choose? This is the most troublesome problem for many consumers buying clothes online. The emergence of iKappa is trying to solve this problem. Gu Haolan revealed that iKappa would recommend consumers' clothes to their customers based on scenes. Through the designer, iKappa can classify the products according to the scene. Each scene will correspond to different clothes. Consumers can see the relevant clothes by choosing the scene, thus directly reducing the time consumers choose to wear clothes.

"Traditional enterprises will face a series of problems when they set foot in the electricity supplier, but the problem is not terrible. The terrible thing is that traditional enterprises dare not try. The electricity supplier is an indispensable part of the enterprise in the future. The traditional enterprise must release the bondage of thinking and try boldly. Only by participating in it, the traditional enterprises will intuitively feel the essence and the rule of the electricity supplier, so that they can really get out of a suitable way for them. Finally, Gu Hao LAN says so.