Excellent Buy This Year Into The "Offensive" To Achieve Losses By The End Of Next Year.

Zhang Xuejun, who has been low-key P, has been unable to be understated by recent executives' resignation and outside questioning.

Yesterday, BELLE's excellent shopping mall CEO Zhang Xuejun received an exclusive interview with Beijing Commercial Daily reporter, saying that excellent shopping has completed the defensive target of the first stage, and this year turned into the second stage offensive positioning.

Zhang Xuejun predicts that by the end of next year, the purchase will be realized.

At the same time, BELLE has begun docking technology and logistics system. It is expected that BELLE will be fully open online and offline two years later.

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< p > < strong > this year, turn to "attack" < /strong > /p >

< p > Zhang Xuejun has not avoided the recent resignation of senior executives.

He said that since the two years of online shopping in July 2011, the founding team has invested a lot of effort, and there is inevitably a sense of exhaustion. It is understandable to find another platform development, but this does not prevent the purchase of excellent products from moving forward.

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< p > "the departure of several executives will not affect the operation of excellent purchase."

Zhang Xuejun said frankly that the company did not consider introducing new executives for the time being.

"Excellent shopping is not short of money, no shortage of teams. What we need most is time."

Zhang Xuejun emphasized.

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< p > for external doubt about the future development of excellent purchase, Zhang Xuejun admitted that when BELLE founded the excellent purchase, there were two positioning, one is defensive positioning, the other is offensive positioning.

Defensive positioning is to achieve the long-term stability of more than 10000 stores under the line, to set up barriers on the Internet, and build an online platform similar to GAP.

At the same time, the online platform will also seek offensive opportunities.

Because the traditional department store's profit of around 1 billion yuan is not enough to support its establishment of online shopping mall, and BELLE has the advantage of commodity and capital.

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< p > the first stage, the defensive target of excellent purchase is Le a, good Le buy and so on < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service platform.

Zhang Xuejun believes that the goal of the first stage has been achieved, and the second stage is aimed at offensive positioning and gradually expanding the category.

This year, the category of excellent shopping has expanded to leather bags, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > sports products.

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< p > Zhang Xuejun bluntly said that the biggest challenge for excellent shopping is to improve its products.

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< p > < strong > at the end of next year, we will achieve a turnaround loss < /strong > < /p >.

< p > at the same time with some fashion and sports brands, excellent purchase has recently cooperated with NOVO, and it will visit the excellent shopping platform in the form of store in store.

Zhang Xuejun disclosed that excellent purchase will also increase category and profit through self mining mode.

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The sales volume of "P" superior sale reached 800 million yuan last year, but it still did not break even.

Zhang Xuejun predicts that sales of excellent purchases will increase by about 50% this year, and the clothing brands will increase to 200.

"With the increase in efficiency and product mix and the drop in advertising, excellent shopping this year will narrow its losses, and it is expected that profits and losses will remain unchanged at the end of next year."

Zhang Xuejun told the Beijing Commercial Daily reporter.

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< p > BELLE also gave Zhang Xuejun and a better shopping platform.

It is reported that this year's purchase of BELLE logistics logistics software upgrade, after two years, the purchase will be fully integrated with BELLE line stores to achieve integration docking.

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< p > Zhang Xuejun gave an account to reporters. BELLE's stores have been distributed to more than 300 cities throughout the country. Each city has a more efficient shop distribution system, and there are 150 warehouses in the country.

These hidden behind the business system, the use of IT technology is not very high. In the future, with the realization of excellent purchase, excellent purchase can achieve local distribution in all cities, save logistics costs, and achieve a win-win situation between online and offline.

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< p > for the question of price system after the online and offline products, Zhang Xuejun revealed that the future purchase price will be 10% lower than that of BELLE store.

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< p > < strong > WeChat good retail sales < /strong > < /p >

< p > under the impact of e-commerce, the overall decline of physical retail sales has been obvious since last year, and the retail industry is facing pformation and adjustment.

However, Zhang Xuejun believes that the current rapid development of the mobile Internet has a huge impact on the traditional Internet, especially WeChat, micro-blog and other social tools to divert the Internet traffic.

"Making good use of the mobile Internet to do O2O business is an opportunity for entity retailing to rebound, but this requires strong technical support."

Zhang Xuejun thinks.

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< p > Zhang Xuejun's remarks came from the personal experience of running excellent purchase.

Unlike previous years, Internet traffic is showing a trend of decentralization this year.

For the big advertisers of the past Internet portal websites, it is much more difficult for e-commerce enterprises to grasp the effective delivery of advertisements.

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< p > users spend more time browsing information on the Internet with smart phones, and the time of browsing web pages in front of computers correspondingly decreases.

However, mobile terminals are not easy to be embedded in advertisements due to the limitation of traffic and page size, which greatly restricts the traditional advertising marketing mode of the Internet.

The social networking tools such as WeChat provide convenience for the innovative marketing of the traditional entity retail industry.

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< p > "traditional retail enterprises can promote promotional information to customers through social networking tools by guiding customers to scan WeChat two-dimensional code and so on."

Zhang Xuejun believes that this is more marketing than the introduction of mobile App.

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