JEANSWEST Creates An Omnidirectional Network Operation System

< p > September 9, 2009, < a href= "http://www.91se91.com/news/" > JEANSWEST < /a > with the help of the third party online shopping platform, the first flagship store was established.

At that time, online shopping has been prevailing among the younger generation of consumer groups.

In order to adapt to the new changes in consumer demand, and to develop new businesses and new markets, JEANSWEST headquarters set up the first store with an attempt.

"At the beginning of the shop, the monthly sales volume was 4.5 million yuan, which was comparable to that of an ordinary physical terminal store, so it did not cause the real concern of JEANSWEST executives."

Liu Weiwen said, "the events that really caused the company's attention occurred in November 11, 2010. In this" price war "festival, JEANSWEST online burst out the explosive force and completed the order of 12 million yuan sales. Only one day in a day, JEANSWEST website had about 1000000 independent visitors.

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< p > in the whole year of 2010, the total sales volume of JEANSWEST flagship store was 330 thousand, the total sales volume exceeded 20 million yuan; in 2011, the total sales volume was 2 million, which increased by nearly 6 times compared with the same period last year, and the total sales volume was 136 million yuan; in 2012, the annual sales of JEANSWEST almost doubled over the previous year.

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< p > < strong > the advantage of the electricity supplier is highlighted < /strong > < /p >.

< p > as a traditional strong brand, JEANSWEST has more than 2600 entity terminal stores in various provinces and cities throughout the country.

And on the Internet, what kind of form should JEANSWEST continue after the initial taste of the electricity supplier sweeteners, so as to realize the common development of online and offline brands? < /p >

< p > online has the advantage that physical stores can not reach. In terms of the number of display styles, JEANSWEST can display up to 300~400 styles at most.

On the other hand, the online store is different. There is no restriction on the area, and there is no restriction on the number of products.

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< p > there is no denying that the fundamental reason why consumers are so keen on e-commerce is that they can buy good quality and inexpensive products on the website, and businesses often rely on reducing product prices in order to win in competition.

However, deliberately lowering the price of products will destroy or destroy the sales volume or sales volume of offline stores. How can JEANSWEST solve this problem? < /p >

< p > < strong > locate the shop in "bridge" < /strong > /p >

< p > "in addition to sometimes participating in the promotional activities of e-commerce platform organizations, or because of the package, basically JEANSWEST's products are online and offline with the same price route.

JEANSWEST online shopping is not simply dealing with inventory platform, nor will we deliberately reduce the price in order to rush sales. "

Liu Weiwen continued to explain, "JEANSWEST flagship store is actually a bridge between online sales and physical operations."

Specifically, when the online consumer orders, the system will automatically locate the location of the consumers in the provinces and cities, not only from the nearest warehouse, but also the actual sales of the line company.

Therefore, not only did not take away the share of sales under the line, but increased its sales volume, more importantly, any platform's < a href= "http://www.91se91.com > > JEANSWEST shop < /a > is the complement and enhancement of brand promotion.

Why is it not true for line sub companies and distributors? < /p >

The two way < p > strong > O2O is < /strong > /p >

< p > with the gradual change of consumption mode, online shopping is more convenient and faster, and the proportion of people participating in online shopping is also increasing.

JEANSWEST's O2O system, as a bridge between consumers and physical stores, provides consumers with more shopping options.

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< p > Liu Weiwen explained this in detail.

As an online consumer of JEANSWEST, there are two forms of shopping: first, just like ordinary online shoppers, pick up a a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > on the Internet, and shop to send goods to consumers through the way of logistics mail. If consumers are not satisfied with the situation, they will do logistics returns. Second, this is the only brand that has strong stores in the whole country like JEANSWEST.

Consumers take a fancy to a certain style of clothing and place orders online. Through the information processing technology of the system, the website will show the location of the entity store that owns the clothing and is closest to the consumers. Consumers can choose to go to the physical store to buy it, and try it on, which avoids unnecessary trouble caused by unsuitable clothes number or defective items caused by some clothes.

In addition, for some special styles or sizes of clothes, if there is no stock in the store near the consumer, JEANSWEST can send clothes from the warehouse nearby to facilitate consumers to buy.

While it is convenient for consumers to buy online, it is also a process to introduce more consumers to JEANSWEST stores in the process of JEANSWEST a http://www.91se91.com "/a".

If you get a good consumption experience in the store, the first time you enter the store will gradually become a repeat customer and eventually become a loyal consumer of the brand.

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< p > < strong > create an omnidirectional network operation system < /strong > /p >

< p > JEANSWEST has 130 people in charge of network operation, almost all young people after 85 and after 90.

"The network platform is the place where young people gather, and the younger workers can understand consumers' ideas and needs more closely."

Liu Weiwen said, "the electricity supplier's characteristic is" young ".

Therefore, from a brand perspective, we need to understand the characteristics and preferences of consumers in a timely manner, and try to look at brands from the perspective of consumers and grow together with consumers.

This is also the foundation of the birth of this youngest team. Most of its staff are responsible for consulting and after-sale online services, and can better communicate and communicate with customers.

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98% of all the styles sold in JEANSWEST P shop are the same as those in the physical store. The design team has developed only a small part of the network dedicated contributions.

This way enables the core of JEANSWEST online store to share the supply chain with traditional sales, and open up new fields without any additional cost.

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At present, JEANSWEST has invested in all major electronic business platforms. Although the data of last year's sales have doubled over the past few years, JEANSWEST accounts for only about 7%~8% of JEANSWEST's total annual sales volume.

Liu Weiwen probably introduced this year's JEANSWEST network operation and development plan, after JEANSWEST only invested in the third party e-commerce platform, and JEANSWEST will launch self built website at the end of this year, and synchronously develop mobile phone APP and computer desktop software, so as to create a full square network operation system that truly serves young people.

In the second half of this year, JEANSWEST will make full use of its strengths in sorting its logistics products and cooperate with the third party logistics in the mail delivery links. It intends to establish a new milestone in the operation of online stores and achieve the perfect docking with the third party platform.

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< p > for many businesses in order to sell "burning money" behavior, Liu Weiwen said JEANSWEST would not do that at all.

JEANSWEST does not spend much money on the advertising of the electricity supplier. JEANSWEST does not take the expensive route. However, the number of packages sold by its shop is almost ranked in the first place such as Tmall a, target=, _blank, href=, http://www.91se91.com/, clothing, and /a. Therefore, it has gained the attention of the online store platform. Under the cooperation and promotion, JEANSWEST will participate in the website activities appropriately.

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< p > after JEANSWEST achieved excellent results in 56 million 780 thousand yuan in November 11, 2012, JEANSWEST will make full preparations for goods, logistics and prices this year, hoping to achieve 100 million sales in the "double 11".

At the same time, its offline storefront will be synchronized with online sales promotion, and continue to complement each other on line and online, create a win-win situation together.

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