Traditional Shoes And Clothing Integrate Advantages Resources

Affected by high rent and labor costs, many domestic

Shops are closing in.

It is understood that due to the decline in profits, Lining and other brands closed thousands of stores this year, the industry is facing a deep adjustment.

Traditional enterprises "touch the net", many are forced to try passively, but also have the initiative to adapt to the pformation of the situation.

With strong capital and supply chain, traditional enterprises in the field of electricity business have played a leading role.

This year, "double eleven", a single store sells over 100 million yuan of 3 enterprises, all from the offline traditional brands.

In this big promotion, Quanzhou

The news from the industry shows that the seven wolves sold more than 93 million yuan per day, and Jomoo kitchen and bathroom exceeded 34 million yuan, with a special price exceeding 20 million yuan.

At the same time, the proportion of electricity providers continues to increase.

In 2011, the total revenue of the seven wolves was 2 billion 920 million yuan, and the electricity supplier accounted for 5%. This year only "double eleven" one day, it completed more than half of last year's volume.

Similarly, the electricity supplier accounted for less than 2% last year, but it plans to reach 10% in 3 years.

This year, "double eleven", Jomoo kitchen and bathroom sales reached 10 times last year.

Network funds to avoid channel conflict

To create fast supply chain is XTEP's e-commerce general manager Dr. Xiao Lihua has been trying to do things, and now, this model has been applied in the field of electricity supplier.

In traditional mode, it takes 14 months to purchase a product from raw materials to products, and in the fast supply chain mode, spare parts, proofing, production, logistics and other links can be completed within 30 days.

In November 2011, XTEP launched the first online special product, "step by step", in cooperation with Tao shoe net. It turned out that even though the price of 379 yuan even exceeded the price of new products under the XTEP line, it was snapped up by users on the first day of the sale. Some of the number segments even sold the goods, and in the absence of goods, consumers chose to wait for 30 days instead of returning or exchanging goods.

This is the first attempt by Xiao Li Hua to launch the Internet special contribution, and also a training for the fast supply chain mode.

In the form of network exclusive or special supply, the distinction between products and offline products is avoided, and channel conflict is avoided. This is the consistent method after the traditional brand "touches the net". At present, there are a large number of online sales products of the seven wolves, which belong to the network dedicated money, and focus on the Shuhua sports of the treadmill. In order to adapt to the different demands of consumers and prices, they have also developed a more price friendly and more convenient online product.

It is understood that at present, most traditional brand touches have two modes: one is to develop network funds, for example, in the flagship store of the network, usually 20% of the inventory products, 70% of the network funds, and 10% of the new products that coincide with the offline ones; the other is the registration of a new sub brand, compared with CABBEEN's registered brand of the electricity supplier "half past two in the morning".

In addition to brand bigwigs, some traditional enterprises have also achieved pformation through the electricity supplier. Kell's clothing pformation electricity supplier brand brand male has been considered to be OEM (that is, "OEM", editor's note) Quanzhou sample.

Kell clothing is mainly engaged in foreign trade for some foreign brands, including ZARA and other international famous brands.

However, since 2008, foreign trade OEM enterprises have become more and more difficult to survive, and the volume of orders has been shrinking year by year.

In order to find a new way out, Wu Zhichao, the general manager, tried to run the offline stores and Taobao stores respectively. It was found that Taobao stores were far better than the offline stores, whether they were traffic or sales.

As a result, from 2010, Wu Zhichao abandoned the two entity shops that he originally worked on and devoted himself to the online business.

In less than 2 years, the men were among the top three men in the Taobao brand. The average daily shipments exceeded 10 thousand. In this year's "double eleven" activities, sales of more than 10 million yuan, including a cotton cultivation suit, sold more than 10 thousand pieces in 10 minutes.

It is also a traditional enterprise, and the pformation direction of delta Sports Products Co., Ltd. is also relying on the network to create brand.

In 2009, although Dilna's brand Jinbei has been awarded the title of "Fujian famous brand" and established its own wholesale system online, general manager Xie Gun has cast his eyes on the line.

In 2010, when Jinbei was formally launched, many people around it didn't understand that it was very troublesome to make online products, and the whole marketing system needed to be rebuilt.

However, Xie Bing still insisted on developing the electricity supplier. In 2011, the online sales volume of Jin Bei Le exceeded 30 million yuan, and this year it is expected to reach 50 million yuan, and the sales volume has exceeded the line.

For Wu Zhichao and Xie Bo, the supply chain advantage of traditional enterprises accumulated from raw materials procurement to design, production and sales for many years is the foundation for the successful implementation of online licensing.

Online and offline resource integration

Brand has a certain reputation on the Internet, Xie Bing is currently doing a direct business way to shop under the shop counters, there are nearly 200 stores in Fujian, the purpose of setting up counters in addition to product display and sales, a large part of it is for the next docking with online resources, "consumers can try the Jinbei Le counters, can also be placed directly in the store, products purchased through the Internet can also enjoy online return products, warranty and other services."

Xie Gun believes that whether the traditional enterprises go online or the layout of e-commerce enterprises, the key point is to integrate resources on line.

Shu Hua, director of the electricity supplier of China (limited), Zheng Peiyong also approved this trend. At present, the treadmill we sell online is working with local distributors in terms of installation and maintenance, and in the future, dealers can also develop online distributors for online products.

"Offline shops will not disappear, but there will be some changes in their functions, such as from selling products to selling services."

And one thing that seven wolves are doing this year is to establish a "CRM brand ecological system" - the completion of online database membership, the ultimate goal is to achieve "O2O" online and offline linkage.

Physical shops and online stores complement each other, and use the Internet to extend the richness of physical stores. The privileges of online members can also be realized online, enabling customers to enjoy the same services both offline and offline.

"At the end of the development of e-commerce, it must be the integration of online and offline resources."

In a recent business forum, Xiao Lihua said, "the supply chain is the core of the future core. It must be streamlined and systematized so as to achieve integrated marketing and full network marketing of channels. The integration of consumers as the core is the biggest trend in the future."