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The Escalation Of Overseas Travel Strategy

2013/4/23 15:14:00 39

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recently, the adjustment of organizational structure of "a href=" http://www.91se91.com/news/index_c.asp "fan guest /a" has attracted wide attention from industry and media.

It is worth noting that the former overseas development department under the platform business department was independent.

This seemingly small change actually reflects the upgrading of our overseas strategy.

for old age, after three years of testing water, the idea of overseas visitors going abroad is becoming clearer.

However, the practice of our overseas strategy can not only expand the new market and reduce the cost, but also the beginning of the practice of brand internationalization.

As a "fast fashion" brand born on the Internet, anyone who wants to compare with UNIQLO and ZARA is an international proposition.

if we say that UNIQLO and ZARA are the main force in developing the international market, they are trying to use the "air force" of the Internet.

However, the overseas strategy of van guest is not to replicate a customer in foreign countries, but to brand strategy according to local conditions.

> three years' /strong > .

customers are not satisfied with the production of "sea."

The previous English websites can be purchased by foreign customers, but they can not enjoy the complete customer service system.

P has gone three years.

In 2010, P set up a cross border full English website for global sales.

With cross border sales as the main storehouse, the storeroom and call center are all set up in China.

Meanwhile, everyone's overseas supplier strategy is starting to start.

from the beginning of business, all customers' products are subcontracted.

However, with the rise of labor costs, many a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > enterprises have moved their factories to Southeast Asia, and all customers began to test overseas foundry in 2010.

Initially with Nantong new high printing and dyeing Co., Ltd. in Bangladesh's OEM factory, the product is first started from the shirt category started by everyone.

In the autumn and winter of 2011, fans ordered 210 thousand shirts in Bangladesh factory.

In early 2012, orders for flannel shirts made in Bangladesh increased to more than 10.

In addition, tens of thousands of casual pants will be born in Bangladesh in the autumn and winter of 2012.

It is understood that in 2013, products such as down garments, sweaters and other products are also expected to make trial lists overseas.

it is understood that < a href= "http://www.91se91.com/" target= "_blank" > textile < /a > industry is Bangladesh's core industry, while cutting costs, it can also guarantee product quality.

The cost of products such as shirts produced by fans in Bangladesh is about 30% lower than that in the domestic market.

customers are not satisfied with the production of "sea."

The previous English websites can be purchased by foreign customers, but they can not enjoy the complete customer service system.

With the help of eBay and other channels, domestic brands also have many obstacles to cross border a href= "http://www.91se91.com/" target= "_blank" brand clothing "/a" product promotion.

But this did not affect the overall strategy of domestic customers to continue to push overseas layout.

In 2012, P went to Vietnam, and it was the first time to set up localization sites overseas.

Due to the need to develop e-commerce in Vietnam, it is necessary for local customers to provide services such as distribution and payment in Vietnam. ECPAY will be provided by local partners.

ECPAY is the largest third party payment service provider in Vietnam. It is a Vietnam electric group company and has the qualification of developing e-commerce business in Vietnam.

The cooperation with ECPAY has greatly reduced the operating costs and operational pressure of van customers in Vietnam.

the "Vietnam version" website shows that currently the main men's wear, women's wear, children's wear and sportswear are considered. Considering the per capita income level of Vietnam, the location of the commodity price in Vietnam is basically the same as that of the international fast fashion brands such as ZARA and H&M in China.

it is understood that Vietnam's clothing market is not rich, but simply divided into high-end luxury goods, high-end local brands and low-end clothing wholesale markets.

There is no international fast fashion brand like ZARA, H&M and so on. The market space of "fast fashion" clothing brand is very large.

strategic upgrading is going on .

the overseas expansion business of van guest is subordinate to the platform business.

A few days ago, the Ministry of overseas development was set up independently to enhance the importance of overseas expansion.

Less than P, three years of overseas travel, so that customers have a deeper understanding of overseas markets.

Jia Jia, who is responsible for overseas development, told reporters that in recent years, the brand has become famous and famous among overseas Chinese.

Overseas customers have already formed a potential customer base, that is, van customer brand in overseas markets are in demand.

In addition, from the perspective of big industry trends, some overseas brands are also using e-commerce to move towards China under the background of internationalization.

Now everyone has entered a stage of healthy development, and the upgrading of overseas strategy is also the result of meeting the needs of industry and market.

according to Jia Jia, originally, the overseas expansion business of all customers is subordinate to the platform business.

A few days ago, the Ministry of overseas development was set up independently to enhance the importance of overseas expansion.

"At present, the overseas development department's team is quite luxurious, 70% is a master's degree, and has worked abroad."

Jia Jia pointed out that the industry of overseas development department focuses on overseas markets and needs to understand overseas markets. Therefore, the internationalization of teams must be internationalized.

If P wants to become a world-class brand like ZARA and UNIQLO, it needs to be recognized by overseas customers.

However, consumer demand and brand recognition are quite different in different countries and regions.

The way traditional service brands acquire the market is to set up shop around the world.

Fan's Internet gene determines that the expansion mode of customers is completely different from that of their competitors. Even if the luxury team continues to push forward, the challenge can not be ignored.

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Jia Jia points out that every region in foreign market is different. The clothing product market is very expensive and cheap.

For example, taking Russia as an example, its light industry is relatively backward. Most Russians wear Chinese made "a href=" http://www.91se91.com/ "target=" _blank > clothing < /a >.

But if the direct distribution from China, the cost will be relatively high.

"We are also studying how to reduce costs. For example, we contacted the customs and learned that there were some preferential policies for the export of small packages, such as tax rebates.

We are wondering whether we can use tax rebate to make up for the increased logistics cost.

Jia Jia said.

of course, it is also necessary for all customers to expand their markets overseas to adapt to local prices. Jia Jia pointed out that the quality of customers can basically achieve competitive prices.

Once scale is made, profits will perform well.

three management dimensions

overseas development department should first use 4~6 months to pform the overseas management structure into a healthy framework.

although it has been practiced for three years in overseas expansion, it is necessary to have a very clear management structure to make the sales of overseas customers in the overseas market become the new driving force of customers' performance.

Jia Jia is very motivated. He told reporters optimistically that at present, the staffing of overseas development department is not fixed, but management has been quite plentiful.

At present, three management dimensions have been established to expedites the development of overseas business.

"we are not trying to replicate customers overseas. Our core competitiveness is products."

Jia Jia pointed out.

In the past, the customer service division mainly focused on products, such as shirts department, women's clothing department, etc.

In these undertakings, there are some products that will grow into new business units.

The management structure of the overseas development department is different from the previous ones.

"we have a cooperative project division. This division is faced with multiple channels, such as cooperation with EBAY, such as cooperation with other overseas e-commerce websites or channel cooperation.

At this point, customers play the role of a brand dealer, making use of all kinds of resources available. "

Jia Jia said.

there is also the main station division.

Jia Jia said, for example, Vietnam is using the local domain name to make a website. The previously opened English master station also belongs to the master station division's operational norm, and more languages will be opened in the future, such as opening the Russian main station in the Russian stage.

The main station division is responsible for running these main stations.

in addition to the main station business unit, there are also new social media departments such as SNS, which are responsible for promoting the brand of all customers on different platforms.

"these departments are a management dimension. They all need to carry out sales tasks."

Jia Jia said that the second management dimension is based on the dimensions of the country, such as a group or individual, concentrating on studying Russia, looking at the market characteristics of the country, and interacting with other business departments.

the third dimension is the product centered business unit.

Jia Jia pointed out that although all customers have gained a lot of popularity, they still face huge competition abroad.

In order to enhance the competitiveness of products in foreign countries, we need to research and develop overseas markets.

For example, there are already family related products: Overseas Chinese students' family products; tourism products: those who travel overseas to enter the hotel can see the most popular T-shirts in China; suite products: organically combined with local culture.

"these three dimensions are just like the three lines of X, Y and Z on a single point of a cube. The growth of each line will widen overseas business, but it will depend on and influence each other."

Although the three dimensions of the business unit are independent assessment, they are all competing relations, and these three dimensions can form a positive interaction with other departments.

Jia said that the overseas development department should first use 4~6 months to pform the overseas management structure into a healthy framework.

"P" Jia Jia told reporters that after the adjustment of the organizational structure, the goal of the overseas development department is very clear. Increasing suppliers is not their main task, more is assisting production centers, grafting overseas market orders and overseas partners' needs to production centers, and collaborate with each other.

< < a href= > http://www.91se91.com/news/index_s.asp > > overseas > /a > business, the customer has not accumulated more data.

However, Jia Jia believes that for customers, in the process of data operation, we should pay attention to data and should not be too limited to the data in the past.

Only limited to data will lose opportunities and imagination.

This is the case in overseas markets.