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Wan Jingang Talked About The Success Of Double Eleven 380 Million Sales

2013/11/30 22:17:00 18

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camel won the 3 crown at the same time, ranking first in three categories of dress, outdoor and women shoes, and surpassed JACK&JONES, BELLE and other famous brands in the corresponding fields respectively.

From the geographical perspective, camels are the "double eleven" brand in Guangdong enterprises.

"many traditional enterprises have found the feeling on the electronic business platform."

Wan Jingang, general manager of camel, said in an exclusive interview with reporters that the conflict between the online and offline channels that had plagued traditional enterprises has not become a problem at all. "The electricity supplier is no longer a drain on the stock market, but a new engine for enterprises to increase."

< img border= "0" align= "center" alt= "" src= "" /uploadimages/201311/30/20131130102014_sj.JPG "/" < > > "

camel gains 380 million yuan /p >

in the industry with large brands and low market concentration, China's < a href= "http://www.91se91.com/news/index_c.asp" > dress and apparel > /a > industry, the camel with billions of annual sales can be called a low-key industry tycoon.

Wan Jin Gang told reporters that at present, the camel brand owns many categories such as men's shoes, women's shoes, outdoors, clothing and so on, and there are more than 3600 traditional outlets.

Like P, like many traditional enterprises, camels have established their own direct sales structure in many cities such as Beijing and Shenyang, and have entered the retail terminals such as Shang Chao and Jie PU.

huge offline sales channels, often become the embarrassment faced by many traditional enterprises in the era of electricity supplier: on the one hand, the low price of electricity providers will damage the interests of traditional channels, and lead to the rebound of the latter; on the other hand, in the face of the electricity providers far higher than the traditional channel growth, enterprises can not ignore them, and are even afraid of being overturned because of being left behind in the channel reform.

"after two or three years of exploration, the problem of channel conflict has been solved better."

Wan Jingang told reporters that in camels, the two channels of online and offline are two kinds of consumer groups, "their spending power and fashion cognition are very different."

Sales analysis from the first line shows that it is not feasible to sell stocks on the Internet, and the online selling styles are not sold in traditional channels.

based on this premise, manufacturers of standard appliances such as household appliances and digital products often carry out different types of serial numbers or slightly change configurations or functions for similar products on line or offline.

Camels are a step forward for non-standard clothing, which is to develop products for e-commerce channels.

"our preparations for this year's" double eleven "actually began in May.

Wan Jin Gang told reporters that the first thing to do is to develop the style suitable for consumers in the R & D and design process, and organize the supply chain accordingly.

< < a href= > http://www.91se91.com/pioneer/ > > Wan Jingang < /a > it seems that the electricity supplier is not only a part of substitution and encroachment of traditional channels, but also can generate incremental demand. "The network integrates the minority demand that the traditional channels can not gather together, and at the same time, the network shortens the time and space, and the spread of the fashion trend is faster."

For example, he said, the snow boots that camels are selling in the market is a fast growing category through the network channel, and it is difficult to do in the physical channel, because it is too small.

precisely because of the "affordable and understanding" of the electricity supplier channel, camels have been testing water for three years in the Internet world, and their results have been better every year.

In 2010, camels opened an official flagship store in Taobao, officially distributing the electricity supplier; in 2011, the "double eleven" achieved 50 million yuan sales; in 2012, the camel became the champion of the "double eleven" sales of the whole network; in 2013, the camel hit a new high of 380 million yuan.

as far as experience is concerned, Wan Jingang is humbly saying, "many traditional brands are doing well."

And under the reporter's questioning, he only said: first, when some enterprises are half pushing, the electricity supplier will be used to dump the stock "sewer". < a href= "http://www.91se91.com/news/index_c.asp" > camel < /a > has developed a lot of new products for the user group of electric business. Second, many traditional enterprises have invested a lot of resources to build their own B2C platform for the so-called "power of control", and camel choice will focus on cooperation with the mainstream e-commerce platform.

"Camels also have their own B2C mall, but that's basically an image project. At present, camels are almost connected to all the mainstream e-commerce platforms."

Wan Jingang said that it is too difficult for a single brand to make B2C, and the cost of drainage is too high. There is no need for it. After all, channels and brands are interdependent.

of course, the details in execution are also crucial.

"In the past" double eleven "personnel arrangement, delivery is still relatively chaotic, manpower is not enough.

Wan Jin Gang said that this year, camels have introduced professional suppliers in all sectors, such as the joint management of telephone management, Yisheng, Fuller, etc., which have made a plan for tracking goods and ordering meals to employees.

To solve the problem of camping, camels have added four Deputy stores this year, sharing the pressure of delivery in main warehouses.

online and offline confluence /p >

this year's "double eleven", Alibaba platform not only sets a new record of sales of 35 billion yuan per day, but also is the first O2O attempt, which has contributed to about 3 000 traditional stores participating in online promotion, and consumers can buy on Tmall after sweeping the code online.

for this reason, the judgement of Wan Jingang is that the electricity supplier channel is still growing at a high speed, and its share in the total retail business will expand further, but the value of the traditional channel will still exist for a long time.

"at present, the traffic cost of the electricity supplier channel has gone up very badly. Last year, a traffic volume of twenty or thirty yuan has risen to fifty or sixty yuan this year."

Wan Jingang told reporters that traffic prices are rising both in the electronic business platform and outside the platform, such as search engines, "because the demand for enterprises has increased too fast".

While the cost of online marketing is increasing, the traditional offline channels are showing signs of price reduction.

Wan Jingang believes that the integration of online and offline requires first the alignment of the cost of the two channels.

The chairman of the Alibaba group, Ma Yun, commented on the "double eleven" comment this year. The key is not the number of pactions, but rather how to fight the high price of commercial real estate.

At present, the confluence trend of the two channels, online and offline, is bound to continue to play until a certain degree of equilibrium is reached.

"at present, the overall situation of the comprehensive electricity supplier platform in China has been set. It is too difficult for Guangdong to make a difference in this link, because the cost to be invested is too high."

Wan Jingang thinks, but the O2O that connects online and offline provides a turning point for Guangdong to overtake. On the one hand, Guangdong has a huge real economy and offline channels; on the other hand, the huge user volume of Tencent WeChat also shows potential in this regard.

of course, in the view of Wan Jingang, the industry chain involving online and offline fusion is very long. There are too many links to be done. It is not easy and can not be accomplished overnight. Guangdong must seize the time window, "after all, the existing platforms such as Ali and Jingdong will not stand by."

"the electricity market is changing rapidly. Too much uncertainty means change and opportunity."

Wan Jingang said.