Two Years Review Of BELLE's E-Commerce Purchase: Transition From Defense To Attack

< p > BELLE has built up the brilliance of offline a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > in 20 years. Now its e-commerce platform "excellent shopping Fashion Mall" has both defensive and offensive fashion positioning, and realizes its ideal in the Internet arena. Zhang Xuejun, CEO, a shopping mall in Tmall, said: "the Internet industry should be developed step by step, just like traditional industries. I don't want to be a Tmall, nor do I want to be a Jingdong. I just want to be an excellent buyer. < /p >
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< p > private conversation Q&A < /p >
< p > the best purchase network we know is < /p >.
< p > Q: before you were in BELLE, now you manage excellent purchase, as an electronic business platform of BELLE international. What do you think is the main feature of "excellent shopping mall"? < /p >
< p > A: I went to BELLE in 2004, and I started to do it in 2011. BELLE is a very successful enterprise. Behind every success is a lot of obscurity for a long time. So I hope that excellent shopping will take a road like this. When the project was established, we set two goals, the first is defensive target positioning. In the United States, the top ten e-commerce sites are mostly brand business websites, and the location of platform positioning is very small. That is to say, in the worst case, I have to do my own brand website like GAP, and run websites of my own products. This is our unfailing position. Second, we feel that we may have a chance to do some offensive target positioning. The offensive position is that we believe that the location of the department store under the offline mode has the opportunity to realize online. There are Tmall, Jingdong and vip.com in the market last year. I think these three forms are very unique, that is, people can see different places when they look at them. Tmall is the mode of the market, and Jingdong is self operated + open platform. I think maybe there is a chance for excellent purchase to become the fourth form, that is, there is a certain fashion orientation. Like offline department stores, we have to have some tonal selling fashion products, and I want to have certain positioning of my products, that is, we want to go in this direction. < /p >
< p > Q: what are the core strengths and the biggest challenges? < /p >
< p > A: the first aspect is the innovation of commodities, including the goods that I am trying to do directly in Hongkong. We purchase and deliver goods directly from Hongkong. There is no electronic business platform in Hongkong. Shopping here is too convenient to buy online, but Hongkong's products are huge and rich, and domestic consumers have huge demand. We see that some websites are overseas direct hair. I think it's a bit slow. I want to explore Hongkong straight hair. In addition, some small and tonal brands will be selected for purchasing. The products of the excellent purchase can be divided into BELLE's own brand and non proprietary brand, among which the non BELLE brand goods have taken up the majority. < /p >
< p > Q: what direction will gifted buy in the next few years? < /p >
< p > A: at present, efforts are being made to explore the offensive positioning target, and at the same time, the realization is two years after the integration of online and offline. BELLE group already has more than 18000 self operated entity shops, which are located in more than 300 cities all over the country. Once the system is opened up online and offline, it will be placed on excellent shopping or other platforms in the future. Through the system algorithm, the order can be transferred to a BELLE group below the nearest IP address, which can be delivered to the user directly through this shop. This is basically a concept of city express. Logistics costs are low, timeliness and strong, and share inventory with online and offline. We are not a competition but a partnership. In this way, online and offline communication will surely lead to this step for the traditional brand. If I go to this step, I do not need separate personnel, no need for separate merchandise inventory and huge capital deposit. Moreover, the Internet technology can be used to identify different addresses according to IP, and this kind of promotional plan can be done. If you use this customer's data well, the benefit will be enormous. < /p >
< p > Q: the best purchase in recent two years is recognized by everyone. < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > can enter a good channel platform in the field of electricity supplier. < /p >
< p > A: Yes, clothing, < a target= "_blank" href= "http://www.91se91.com/" > shoes and hats < /a > sports goods are all. I don't want to say how wide the width is and how to go step by step. I think it's already a big market to do well with shoes and clothes. I don't want to be a Tmall. I don't want to be a Jingdong. I just want to be a good buy. < /p >
< p > Q: what do you think is the greatest trait of the team now? < /p >
< p > A: in the past two years, we have mainly focused on the line of goods under the BELLE group line, and formed a certain scale of sales to establish a leading position in the vertical category of shoes and clothing. This goal is basically achieved. We are basically in line with the plan, which can be said to be smooth sailing. But in the next one to two years, the purchase will try to attack the fashion mall location, will face a new round of innovation and challenges, in the process of tackling difficulties, the team will also face a wave of the sand, the survival of the fittest. Behind the success is always sticking to two words. I think persistence is a very important virtue. Even when we are in a difficult position on the Internet, we can see the hope that others can not see. < /p >
< p > LINK eugenics live shopping fashion < /p >
< p > excellent shopping mall (www.yougou.com) is a large-scale fashion B2C e-commerce platform with high quality and fashion as its website. Sales category mainly focuses on fashion a target= "_blank" href= "http://www.91se91.com/" > dress less than /a and shoes and bags products, including BELLE, other she, Jiu Xi (NINE WEST), Lies Dan, sweet sloe, Mai Le (Lo J Faith), Lo J Faith (Levi's), Levi's (such as), and other famous brands. The website insists on 100% authentic goods, 10 days' return and 10 days' difference. < /p >
< p > BELLE International: it is a large industrial chain fashion footwear group with design, production and sales through-train service. It is also one of the largest chain networks in the global footwear industry. It owns Belle, Teenmix, Tata, Staccato and other private brands, and the agent brands mainly include Bata, CAT, Clarks and so on. At the same time, it is also one of the largest agents in China such as Nike, Adidas, PUMA and other sports brands. < /p >