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Wu Ronghua: The Electricity Supplier Is A "Must Do" Field.

2013/12/21 12:14:00 25

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independence. The electricity supplier must be /p >

"electricity supplier is not only a sales channel, but also a new market area."

Wu Ronghua spoke firmly in Chinese and foreign management.

For the home textile industry under the quiet line, the electricity supplier is not "do it or not", but "must do".

Everything starts from scratch.

Wu Ronghua first faced with how to rush sales.

Like other traditional enterprises, Bo Yang home textile initially located the electricity supplier in cleaning up inventory, and the electricity supplier is only a subordinate company.

In March 2009, Wu Ronghua opened a shop with several people on Taobao, only sold the stock that he had backlog in the previous year. He also had anxiety about waiting for orders.

and the real improvement is in the "double 11" sales promotion activities, with very few personnel in the electronic business department, after struggling for 24 hours, the sales volume of 170 thousand yuan was unexpectedly completed, which made Wu Ronghua team begin to grow in confidence.

you should know that Bo Yang home textile was once the largest industry leader in 1990s, and first proposed the popular concept of "home textiles". However, its market position once declined and even became an industry < a href= "http://www.91se91.com/pioneer/" > second line brand < /a >.

When the tide of e-commerce is coming, can we seize this new opportunity?

in order to find the answer to this question, Wu Ronghua is determined to make the next bet for the electricity supplier.

if we say that when the electricity supplier starts, selling stock is a temporary solution. What is the long-term strategy for the future? "The electricity supplier must split up and operate independently, just like traditional channels, otherwise it will not be competitive."

Wu Ronghua ventured to suggest to his boss.

And the benefits of independent management are just as he expected: "in the early stage, we can better let go and not be restricted by traditional channels."

early 2010, Bo Yang home textile e-commerce company was formally established.

The business of electronic commerce is separated from the offline channels from the R & D, production and sale of products to the capital chain.

In Wu Ronghua's words, "online and offline play each other".

That is to say, from then on, he hit a heavy hammer for the rise of the electricity supplier, and took him to do the traditional channel's market style.

look at other brands in the home textile industry, and online inventories remain unchanged.

But in the progress of development, it was left behind by the "radical" of the industry.

"If the traditional enterprises fail to do well in the electricity supplier, then they will not pay enough attention to it."

Wu Ronghua said frankly that Bo Yang is more important than others, so that the electricity supplier can operate independently and go to a href= "http://www.91se91.com/pioneer/" to occupy the market < /a > alone.

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single point breakthrough, activation line /p >

the network market is large enough, but the online shopping crowd is very dispersed.

What should we do in this market?

difficulties seem to come out at once.

However, Wu Ronghua quickly thought of a strategy: a little bit of concentration.

That is to say, shop in the area with the largest number of users, focus all the resources on the attack, and then expand in other areas.

This tactic stems from Wu Ronghua's experience of "fighting" in traditional channels, and is suitable for opening up a new market.

Bo Yang home textiles first lock is Taobao.

But at that time, there were already forerunners of home textile brands such as Luo Lai and Fu Anna in Taobao. Later, if there was not enough material to attract customers, then how could Taobao successfully attack Taobao?

Less than P > after entering Taobao platform, just as Taobao supports traditional brands, it becomes Taobao's target.

"Taobao feels that our flexibility is great. < a href=" http://www.91se91.com/pioneer/ "> brand awareness < /a > is also good, we will focus on pushing us, users will enter our shop.

When Wu Ronghua talked about entering Taobao, he had a very relaxed tone.

Although P does not throw money into advertising, but as a traditional brand, it can rely on existing influence to get users' resources quickly.

At this point, the advantages of traditional enterprises to do business appear initially.

However, the home textile industry has always been inclined to static sales, and it is not so hot in shopping malls, so moving online must not be so reserved.

Otherwise the advantage will soon become a disadvantage.

"let the market move first."

Wu Ronghua understands a market truth: to a new market, first activate the market, and quickly accumulate users.

How can we activate the market? The simplest and most effective way is to engage in promotional activities.

Bo Yang home textile began to concentrate on Taobao: in August 30, 2010, in Taobao's "autumn and winter new product 50 percent off snap up" activities, Bo Yang home textile achieved a good sales performance of 4 million 270 thousand yuan per day, and it was also a single day sales champion of Taobao mall.

By November 11th, Taobao's "singles day" sales increased to nearly 50 million yuan, ranking the first among all categories of online shopping.

is not a clever way to make a market.

But the electricity supplier of Bo Yang home textile is trying to get water. Apparently luckily, it even stirred up the whole a href= "http://www.91se91.com/pioneer/" home textile industry < /a > all the other brands.

However, as Wu Ronghua said, "in the early stage, it must be relatively extensive. Now if we want to attract users, we have to cultivate good internal strength and do well in solid operations."

everything is in his layout.

By the second half of 2010, with the growth of online business, the number of teams increased to 70.

Wu Ronghua division of team structure: production and procurement of a total of 10 people: 1 person management distribution, 1 people shop, 1-2 people do customer service, the rest are marketing personnel, fully cooperate with Taobao to do activities.

Up to now, the electric business team has expanded to nearly 300 people.

All the staff are fully motivated to win a battle in their own channels.

The advantage of P breakthrough has proved that Wu Ronghua's strategy is effective.

But the electricity supplier wants to move toward the entire domain depth development, only stares at the Taobao family obviously is not enough.

This is also the reason why Bo Yang home textile launched "attack" on Jingdong, Dangdang, fan and many other platform electric providers after 2011, and the growth momentum is quite rapid.

multi-channel integrated marketing can enlarge the advantages of traditional brands, that is, integrate resources for our own use, and avoid the high cost of self built platform.

Compared to the third party platform and the platform built by Luo Lai, the practice of Bo Yang is obviously more realistic.

, therefore, the sales performance on 2011 has made the overseas textile industry more than 300 million yuan, 500% annual growth, far exceeding the growth rate of 30% below the line.

"The reason why we can achieve this scale is that we are increasing at a high speed every year, and the equipment is also increasing at a high speed."

Wu Ronghua said.

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online and offline differentiation strategy

different markets must have different ways of playing.

Since online and offline are completely independent, they must be completely different.

Otherwise, it is difficult to avoid the "common problems" in the online and offline conflicts.

for example: if online products are the same as those under the same line, they will be faced with the problem of price fixing. What is harder to deal with is the dissatisfaction of offline dealers.

These contradictions have already been generated when selling stocks in the early stage of Bo Yang home textile.

"Because the original (and offline) has no distinction, dealers will complain every day."

Wu Ronghua said frankly.

in fact, another important factor is also promoting the regular layout of Bo Yang home textile to the electricity supplier. That is, because the user group's < a href= "http://www.91se91.com/pioneer/" > < /a >, the characteristics of the online product are quite different from that of the offline. If the online and offline share a R & D and production system, then the products produced may not be suitable for the needs of the electricity supplier.

"independence" for Bo Yang home textiles, first of all, focus on the creation of product lines, and the next line of soldiers.

through careful study of user groups, Bo Yang home textile found that online users are younger, concentrated in 25-35 years old, more sensitive to prices, while offline users are more mature, age groups are mainly concentrated in 30-45 years old, more emphasis on product quality.

As a result, Wu Ronghua's location for the electronic commerce product is mainly cotton material, and pays more attention to the sense of fashion. The unit price of the guest is not more than 1000 yuan, while the original offline products are mostly high-end materials such as silk, and the unit price is above 1000 yuan.

December 2009, Bo Yang home textile has set up a special product line for the electricity supplier channel, and the products are specialized products on the Internet.

This means that the electricity supplier is no longer a clean inventory platform.

And after independence, the business of electric business, just like Wu Ronghua's own strength, was very eye-catching on Taobao. It was all the original seasonal products. Because of the lower cost of the channel, the price was also lower than that of the line.

the company also set up an original R & D department to ensure the refinement and specialization of the products.

The original practice in this industry has proved that the "home textile" is highly valued for the electricity supplier.

The Department has 45 leading designers and flower designers in the industry. Every year, nearly 100 independent innovation products are launched from their hands.

At present, more than 95% of the products sold on the Bo home textile line are specialized online offerings, more products than offline products, and faster updates.

"P > online and offline to achieve a balance of differentiation, especially after the launch of online specialized products, the online business of Bo Yang home textile started to expand rapidly, and Wu Ronghua's exploration of the potential of e-commerce has become more and more strong.

If the electricity supplier is allowed to operate independently, it can go hand in hand with the traditional channels in advance. Then, in the later stage, the electricity supplier must integrate with the traditional channels. "The future must be linked online and offline."

Wu Ronghua said.