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Analysis Of The Core Problems Faced By Traditional Retailers Of Shoes And Clothing "Electric Shock"

2013/9/7 21:27:00 87

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Footwear Industry Shoes And Clothing Retail Footwear Market

traditional industry pformation O2O or electricity supplier has become a trend. The largest retail chain giant in China, Gome and Suning, has achieved pformation and made great strides in the field of e-commerce.

And more traditional retailers and department stores do not know how to do or hesitate to go ahead. But in the face of the cold winter of traditional department stores, since last year, the major brands have announced the closure: Lining closed 1200 stores in the first half of 2012, closed 1067 in the first three quarters of the year, and closed 569 stores in China in 2012. XTEP has closed more than 200, and at least 96 of the 31st degree.

Anta was also not spared. In 2012, there were 8075 stores in its series, compared with 2011 in 2011.

Today, "a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "industry's 6 largest companies, 361, XTEP, China Trends and so on, total inventory reached 3 billion 721 million yuan.

These traditional retailers who have been wired and wireless have encountered crises and become new themes.

Embracing the Internet has become a trend of the times, but this embrace is not easy. The mainstream view is that traditional enterprises are facing the following core problems of electric shock:

1 system dilemma.

"P", especially in the retailer 's "a href=" "http://www.91se91.com/news/index_c.asp" > "department store" < /a > is limited to the traditional format and real estate model, and is not willing to give up the existing interests.

At the same time, doing e-commerce will involve the conflict between the internal procurement system and the e-commerce system, which is the unbearable weight of the traditional department store.

2 talents dilemma.

"P" is also limited by the original compensation price factors and the influence of the industry environment. It can not attract enough excellent talents to join the traditional department stores. At the same time, the integration of the talents of electric business and the traditional operation talents of the company has also become a factor that leads to the failure of the staff.

3 plight of online and offline.

because the current Chinese electricity supplier is still guided by the price war, so the situation that the price of the line is not synchronized with the online price will still exist in large numbers. Although Suning has achieved the same price on line and offline, it has not followed much.

4: the dilemma of traditional department store thinking:

to what extent, how much intensity, whether or not there is a determination to make up for mistakes, these department stores do not have a unified understanding, although we are widely optimistic about the future of the department store industry, but in the current winter, there are not many bright spots.

In the face of all these difficulties, some of the traditional retailers who started early experimenting have new ideas through B2C and O2O. The top grade discount from Beijing is a retail store engaged in offline discount products. Since the beginning of 08, the pformation and pformation of the traditional industry has been carried out by combining O2O with P.

09 years started the online business platform, selling millions of yuan a year to the current electricity business sales reached 200 million of the scale, the initial success of the exploration.

Recently, a reporter interviewed Li Yan, a top selling discounted founder, a former Chinese figure skating national team player.

Through his narration, we can have a glimpse of the traditional retailers' exploration and attempt to face the plight of the traditional retailers and the < a href= "http://www.91se91.com/news/" > department store < /a >. The following is the statement by Li Yan, the top grade discount founder: "/p >

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Start: follow the trend, .

top grade was established in 2000.

After 97 years of financial turmoil, the market environment has been greatly fluctuated.

There is a big problem in the turnover and inventory of brand products.

I was doing the supply chain and products, and I felt more clearly.

I consider that in the big environment of the time, the competition of fashion products is more intense, and the speed of product launch or iteration will become faster and faster. There is a demand that the products should be digested quickly in the supply chain, and the differentiation of new products and old products should be handled.

After planning for two years, two thousand years ago, we had our first store specializing in discounted products.

It also fits the needs of the market and consumers, so the performance is good.

At that time, it was mainly selling Bao lion dragon, BELLE, Tian slave, and inclined to high-end.

we have explored for two or three years, aiming at the malpractice of the single store operation mode in traditional department stores, we have explored a professional management mode, which is called the central procurement system. In the design of management structure, we have different product configurations in each store, but the overall management system is a centralized management system.

This framework draws more on the management concept of hypermarkets, and emphasizes product planning, unified procurement, unified supply chain management and services.

In 2007 or 08 years, the top grade has entered the track of healthy growth, and then there are two choices. One is to open a shop quickly, to copy quickly, and the other is to start the business from 06 to 08 years.

Earlier, Taobao shopping is still a trend. Small consumer consumption is not the mainstream consumption. But in 06 to 08 years, we knew very well that such a change is no longer a niche but a change in the public consumption channel. We are a channel business ourselves. For the new channel, we must have a forward-looking consideration and have a sense of crisis.

At that time, Internet price sensitivity was very high, and we were discount stores at that time. Our demand for store products and Internet was very matched, the price was very low and the discount was very low.

So the company began to try to do e-commerce in 08 years.

initial stage: extensive practice .

In the early days of P, the practice was very extensive: at the beginning, we did not have data.

We chose some products from the store, asked two Internet salesmen, took some photos to the store, and then hung up the Internet. Once the order was arrived at the Taobao store, and then through Wangwang communication, was there any commodity? There was a supervisor at the scene asking Li Ningduo how much the number was, how much it was, whether there was any goods, to confirm whether there was goods on the spot, yes, and then to pay the money and place an order.

It was pretty good at that time, and there were 3.4 million water runs per month at Taobao store.

But for us, it's just a small game.

But through this, we feel that the Internet paction is already a trend, so we are determined to become an electric supplier, so later we decided to make data management in an all-round way.

At that time, we did not have data management. We sold out every commodity in our shopping center.

This test is very big for us, so we build up our own website based on data management.

the reason why we made this decision at that time was that we think it must be done. It is better to do it sooner than later. Besides, even if there is no electric shock, we should do something seriously.

After data processing, every store in our store must input the merchandise data into the background system, take photos and sell them on the Internet at the same time.

Besides, we made a bigger decision at that time, no other distribution center, we only made stores.

That is to say, the company distribuves the goods, but the goods come from the stores. The stores are warehouses, which are shipped directly from the stores.

Later, considering that Taobao has not been a long-term solution for a long time, it launched its own website in 09 years.

middle plate: Dilemma and perplexity

begin to do < a href= "http://www.91se91.com" > electricity supplier < /a >, especially in our traditional industries, there will be confusion in the following aspects: "/p >

first is the confusion of talents.

this confusion is for everyone.

From the beginning, I thought that we must integrate. The original traditional team and the e-commerce team we invited from outside need to be integrated.

Especially the old team, purchasing, on-site personnel should learn the advantages of e-commerce, and how to match the needs of e-commerce.

In this regard, we have gone through a relatively contradictory and arduous process.

followed by conflicts and collisions between teams:

the technical personnel of software development, the operation team of the Internet, and the management team of our traditional stores, have a very different way of thinking, and how to integrate these people together to achieve a common goal and form a unified achievement.

It's a big problem.

again, the distribution of team interests:

any company, any change will have conflict of interest.

It is easy to fail if we consider this conflict of interest alone.

We have designed a more reasonable way.

Since our sales volume is shipped by the stores, we set up a complete mapping from early to past by which stores to ship, ensuring relatively fair.

As for the guarantee of the interests of the electricity supplier team.

Shipping is still the principle.

For example, we have a hard target to pay for goods first.

Goods are placed in shopping carts, and in physical stores, people who drive small tickets go to other shops and do not pay.

Our principle is to collect the money first, and the commodity is the one.

another is the conflict of operation system.

our company went on the line for 09 years, but the amount of e-commerce website pactions was only about three million that year, but click through rate came through Internet marketing.

But how to complete an order, need to purchase, store operation, logistics, customer service integration to complete an order.

In the early days, it was very bad. They did not understand each other, such as slow picking speed and imperfect packaging standards. Then the customer service standards of e-commerce and physical stores were not uniform.

Then the electricity supplier said that they wanted to sell such products. The store said they could not provide it. There must be many such problems.

finally, how to get traffic.

traffic is the most puzzling problem of all e-commerce companies.

First of all, we control the cost within a certain range.

Two, we recognize the gradual process rather than the explosive process.

My understanding is that no matter the entity or the operation of the Internet, we must return to the essential characteristics of the industry to do this.

We usually use methods, and there are other alternative ways that we can think of. For example, we will guide members of physical stores to the Internet.

Some stages will do some Internet marketing based on the entity store members. We have made many attempts to interact online and offline, and the results are good.

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in the face of some of the difficulties and difficulties above, I have invited IBM to do counseling, and to sort out the common objectives of management structure and KPI, the whole system is better integrated.

In the process of "P", our purchasing market and store operation system have made many adjustments along with the demand of e-commerce.

This is the most obvious, for example, the operation of the store, originally did not pay attention to online orders to two orders, and then stores have to deliver goods to the distribution station to send out again.

In this process, the packaging should be raised to what level, and it is very annoying to hand over with the logistics. It is not as good as the guests coming.

But later, with the growth of < a href= "http://www.91se91.com" > e-commerce > /a >, it is very happy.

The most typical example is the store closes at 10, and the 9 stores open in the morning on the second day, and then opens pad, and a brand sells two thousand yuan online.

Because the retail industry is watching the Commission.

A store sells five thousand pieces a day, and in the morning it sells two thousand yuan.

After solving the above series of puzzles, the top grade discount has gone to nearly two hundred million sales in the current year after 09 years of sales of millions of P.

the core of e-commerce in the future traditional format: understanding the root cause of the crisis, decision-making height, giving full play to the supply chain advantage

> a href= "http://www.91se91.com" > traditional department store < /a > if you want to do well in e-commerce, you must first understand the root cause of the crisis of traditional department stores in retail trade:

first, the market is changing, that is, the impact of e-commerce and shopping center, and consumers emphasize experience.

The two is the ability of the department store itself to operate internally, and the Chinese department stores are more like the two landlords.

The real ability of commodity operation and regulation is relatively small.

The essential difference is that the goods sold in the stores can not be fully controlled, even do not know the stock, nor can they control the unit price of each commodity, nor do they know the consumption habits and shopping characteristics of each shopper.

This is a common problem of traditional retailers. In fact, they lack the ability to manage commodities.

Therefore, this time, we need to embrace the electricity supplier to achieve comprehensive data management.

in addition, the biggest challenge for traditional department stores to do e-commerce is to solve human problems and decision-making problems:

that is very important for you to place your e-commerce in the position or height of an enterprise.

The same is true of people's problems. When you put it in the core position of the enterprise, it is different from the state that you only make the business department or independent.

be good at giving play to the advantages of traditional retailers:

in fact, I don't know the situation in China, but every year in the North American market, the 98 top one hundred Internet trading platform companies are traditional retailers.

I think any industry has its essential characteristics.

Whether Internet or entity, there is an essential feature of selling goods.

Finally, we must sell PK products, the most effective, the fastest, the lowest cost, the shortest path.

As for why retailers do better business, this is because the chain of operations of North American retailers is more mature.

Foreign retailing takes purchasing as a gene, and its traditional format emphasizes the management idea of consumer demand oriented.

Therefore, it is based on fully understanding consumer demand, in accordance with the needs of consumers to do order management.

Then we will do very precise marketing for consumers based on orders. This is what we need to learn.

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but despite the initial success of the top grade discounts, there is no challenge and no crisis. Dark horse believes that the traditional retail channel that has already achieved initial success is not without challenges:

1 how to deal with the impact of brand self built e-commerce platform?

at present, such as the United States, the United States, and other brands in addition to their own electricity providers, but also in Tmall and other major channels to vigorously expand the electricity supplier, will this impact on the top grade?

2 discount products depend on the price in essence, how to maintain the loyalty and stickiness of users?

3. In the future, when sales of top grade products exceed a larger scale, can the existing electricity supplier operation system, especially the quality of the delivery service of the stores, be synchronized?

These difficulties are also problems that P retailers have to consider in the initial attempt to explore successful retail business. These problems are also the same problem for other retailers who want to embrace the Internet.