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The Secrets Of Thousands Of Businesses Are Worth Digging For Traditional Clothing Brands.

2014/2/9 16:38:00 448

Qian Ren Gang Electricity Supplier Tradition Dress Brand Mining Secret

thousand Li Gang: the helplessness and helplessness of entering the electricity supplier

is such a traditional down line strong down clothing brand, they are like other traditional a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand, suffer the torment of the electricity supplier, at the same time, the thousand li gang group also spotted the inevitable trend of the electricity supplier.

According to Mr. Zong Qinyi, director of the electronic business division of thousand ridge post, Mr. Qian Li Gang set foot in the electricity supplier in 2011 and outsourced it to the operation company.

One year, there was no achievement.

In 2012, it returned to its own operation and recruited a few people who knew a lot of electricity providers, relying on the brand bonus in the absence of enough operators, not enough goods and not enough capital to invest. In 2012, the number of double eleven was about 2800000.

At that time, to do the about 2800000 was almost impossible for the group's turnover of billions of years.

at that time, the only role played by the electronic commerce team was to "dump the stock", or to enjoy the "bonus" of the goods under the line. In such a way, how can the electricity supplier succeed?

thousand Li Gang: Five Secrets of successful pformation: /p >

in 2012, after double eleven single day turnover of 19 billion 100 million, a large number of traditional clothing enterprises once again set off to enter the electricity supplier, do a good job in the climax of the electricity supplier.

Secrets: 1. The top leaders of the group pay 100% attention and 100% input /p >

At the moment, P has a strong sense of crisis. For the first time, he has made up his mind to revitalize the online business. He has set up an e-commerce business unit to develop the group's e-commerce business as a business.

online has become a new sales channel for the group. It is also exploring new business models.

In addition, senior executives hope to collect more accurate industry and user data through the electricity supplier, and support further development of the business.

the senior executives of the thousand li gang group increased the financial, human and material input to the electricity supplier, and supported the new department in an all-round way. I believe that without the strong support of the group, the electricity supplier would not have made such a rapid pition to success.

in order to solve the inconvenience of working together with other colleagues in the group, the group will set up an independent office building for the newly established electricity supplier division, and will be able to enter office in 2014.

in the supply chain, the group fully supports.

These include: developing a network of special contributions; meanwhile, the new line will also be sold online.

In 2013, it opened 10000 square meters, a total of 3 storeys, which were reserved for the electricity supplier, making the difference between online goods and offline goods convenient for management.

In 2014, the electricity supplier will continue to upgrade, adding more than 10000 square meters.

to further promote the brand to become bigger and stronger, Qian Li Gang also fully supports online distribution.

The company will invite distributors to participate in discussions on important decisions of the company.

In addition, the group often spends money on distributors to participate in external training to enhance their store operation capacity.

recall that the electricity supplier business in the past was isolated and helpless, and today's group support is going forward.

Secret two: the team organized the whole system to learn, learn to share and promote growth.

It is far from enough to be a p.

The electric business division of the thousand li gang has just been set up. The head of the electricity supplier and several operators are filled with enthusiasm, but it is not clear how to proceed.

At that time, a "learning wind" was set up in the whole electricity supplier group.

Learning has become the only way for this young business team to grow rapidly.

As a result, with the support of the group and the head of the electricity supplier, the organized, systematic and planned e-commerce learning has been launched.

To this day, "learning ability" is still the important competitiveness of this army, and also the main reason for this team to remain persistent and enterprising.

according to incomplete statistics, after the establishment of the Ministry of electrical business, the dispatched team of thousand li gang dispatched up to 100 people for external training. Among them, the external training led by the head of the electricity supplier personally led the team to occupy more than 90%!

in order to solve the problem of unclear cognition of electricity supplier and unscientific planning of electric business, the team launched an initiative in October 2012 to participate in the tenth phase of the course, "a", "_blank" href= "http://www.91se91.com/", "apparel /a industry e-business strategy president" sponsored by China Research Institute of electronic commerce.

Through the teaching of professional knowledge in three days and two nights by the teacher of Sino research, Zhang Yanrong and his team, after returning to the job, the business team of Tien Li Gang immediately reorganized the knowledge and applied it to the actual work.

after solving the strategic problems such as the business mode of the electricity supplier, Mr. Zong Qinyi, the head of the electricity supplier, took the lead in the 7 phase of the whole course of the China electricity research and operation.

After three days of teaching and tutoring by Zhang Yanrong, the 99 modules of the operator's knowledge of the operation and management of the electricity supplier, the electronic business team of the thousand li gang fully grasps the contents of team building, organizational structure, reporting system, page planning, drainage promotion, promotion design, commodity management, customer service management, warehousing logistics and information system selection.

Learning operation courses, the system in a timely manner to overcome all kinds of operation problems of thousand thousand Gang electric providers, which laid a solid foundation for the success of the double eleven.

in September 2013, Zong Qinyi, the head of the electricity supplier and assistant Zhang Yanming, led the brand online distributor to participate in the "supply and marketing strategy president course" jointly organized by the Sino research electric supplier and the Tmall supply and marketing platform.

By learning the supply and marketing courses, the strategic level of online distribution can be solved accordingly.

it is worth mentioning that the electric team of the thousand li gang advocates "willing to share".

For example, after studying the operation course, Zhang Yanming, assistant manager of thousand li gang, copied the courseware of Zhang Yanrong teacher, remade a copy, and shared the training with his colleagues.

According to him, the teacher's course is very good, he copied a copy, is also his knowledge of combing and review, and then share with other colleagues, everyone learn together, progress together.

Less than P, the electronic business team of Wan Li Gang is willing to share the knowledge that they have learned. This kind of organizational system learning atmosphere promotes every employee to be proud of himself.

Secret three: quickly set up a complete electricity supplier operation team, so that learning can be accomplished

through a wide range of expatriate training and internal pfer training, the professional knowledge of the electric team has been enriched, and all kinds of electricity supplier problems have been solved or alleviated.

The most important thing for a new electronic business team is to have "learning ability", but after learning, it has to be implemented on the floor.

This is the electric power operation team of thousand li gang.

no team, no knowledge.

In June 2013, thousands of Ren Kong submitted the learning results of the first module operation course of operation course, that is, a set of organizational charts that meet the needs of the current electricity providers, and displayed in front of the students.

Thousand li gang started the road of the electronic business team.

< img border= "0" alt= "" align= "center" style= "width: 552px" height: 311px "height:" / ">"

as shown in the above picture, the electric team of the thousand li gang took only 8 months to develop from the original number of operators to the 8 departments of the operation Department, customer service department, design department, commodity department, promotion department, logistics department, finance department and administration department at the same time, and has 58 complete business operation teams.

The head of the electricity supplier leads eight departments, and has assistant manager to assist in the work.

this organizational chart reveals not only the complete information of the team structure, but also a rigorous, meticulous and healthy business operation system behind it.

Such a fast growing and stable e-commerce team is the legend of the business circle.

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Secret four: supply chain and supporting all line upgrading to support the rapid development of electricity supplier demand /p >

with a complete electronic business team, thousands of posts have been developing rapidly on the road of electronic commerce.

At this point, if the supply chain behind the electricity supplier can not keep up with the development needs, it will seriously drag down the operation of the entire electricity supplier.

In order to avoid the failure of the electricity supplier business, the group has already made arrangements.

group specially develops a batch of goods to supply the business on line specially, at the same time, opens the electricity supplier storehouse, distinguishes the under line commodity, facilitates the commodity unified management.

the important criterion for testing whether an electricity supplier team is qualified is to test whether the supply chain can operate smoothly under the environment of great promotion.

in 2013, double eleven, the effect of this supply chain and its supporting upgrade is even more vividly displayed.

It is reported that the double stock of eleven of thousand li gang is in the same place.

At the same time, Qian Li Gang has adopted a series of support measures to deal with the system support problems caused by the eleven major passenger flows.

For example, if the line is out of stock, no one can go to the electricity supplier's warehouse to replenish the goods except the approval of the group chairman.

On the contrary, if the double eleven period, an electricity supplier in a warehouse, < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a "out of stock, the electronic business department has the right to mobilize goods from offline stores at any time and anywhere.

In 2013, the group fully supported the electricity supplier's actual actions, including 35 special contributions from the Internet to enhance the competitiveness of online shops in the shop.

supply chain management. This is a very serious problem.

Especially in double eleven, the major brands are not fighting traffic. In the final analysis, they are the supply chain.

2013 double eleven, although it was the first official participation of the electric company, but it was prepared and prepared.

This includes, 1., every hour and every minute to ensure that the electricity supplier's aisles and shelves are neat and spacious; 2, ensure that the goods on the shelves are kept neatly and orderly; 3., ensure that there are adequate supporting facilities, such as empty shelves, trolley, etc.

People who are familiar with electricity suppliers know that participating in Juhuasuan, promoting P and creating explosive funds are very severe challenges to team support and supply chain system support.

Whether or not their own team can withstand the pressure of big promotion, it also indicates whether the team meets the qualified requirements of the electronic business team.

thousand li gang successfully built over 10000 sales volume in double eleven!

< img border= "0" alt= "" align= "center" style= "width: 561px" height: 350px "height:" / ">"

above is the screenshots of the explosions made by the thousand li gang in the eleven big promotions.

It can be seen clearly from the above that the total sales of the commodity were 26442, and the monthly sales volume was 14339.

It is understood that the final product on the double eleven day to complete the completion of more than 13000.

thousand li gang has successfully built such a burst in double eleven. In the final analysis, their supply chain is relatively perfect and excellent. According to Zhang Yanming, assistant manager of electric business, it has become a single 35 thousand pieces on the day of double eleven, and the customers who receive the most goods are received the next day, that is, at 10 a.m. on November 12th.

in addition to upgrading the supply chain, the corresponding supporting resources are also invested in the electricity supplier.

on the day of double eleven, the group headquarters provided sufficient manpower support and financial support to the electricity supplier.

there are three points of support for human resources: one is to dispatch 68 employees from the Siyang plant to support double eleven to Changshu headquarters, the other is to recruit a large number of part-time and temporary workers to assist in warehousing, logistics and customer service; third, in order to cope with the huge passenger traffic volume of the 10 tenth, the headquarters of the group performs full customer service and shifts 24 hours in shifts.

According to statistics, the number of visits to the double eleven flagship store is up to 480 thousand.

in financial support, the group headquarters allocated 1 million yuan to invest in double eleven promotion, and the advertising expenditure was about 7%.

The promotion fee for double eleven is 300 thousand yuan.

In addition, the group headquarters also allowed the finance to enter the business department, giving financial special approval rights.

If double eleven is in urgent need of money at that time, it will be directly funded by the financial system without having to go through the complicated process of approval.

from above, these initiatives have finally helped thousands of businesses to achieve 12 million 580 thousand double eleven performance, an increase of 4.5 times compared with the same period last year.

this is enough to see that the group headquarters attaches importance to the electricity supplier.

At the same time, the most important thing for electric business enterprises is meticulous management, which is meticulous in the electricity supplier. This also verified the successful pformation of the company from offline enterprises to online enterprises.

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Secret five: the growth path of the electricity supplier should not be lost at all. Professional services should be introduced into the whole process .

The key to the success of the P electric business is the pformation of the high level consciousness of the group and the input of corresponding resources.

In addition, the efforts of the team can not be separated from the help of the external professional service agencies.

in September 2013, just as various traditional enterprises began to prepare for double eleven, due to the lack of professional experience of double eleven, Qian Li Gang decided to cooperate with the research group in developing dual eleven projects.

Beginning in October, it lasted three months, including double eleven preparatory work, mid-term implementation, and later summary of the second round, and the professional service team of the Research Institute of electric industry gave full guidance and follow-up implementation.

in which, the contents of pre promotion preparation service include:

u to assist in determining the sales target and target decomposition of double eleven, and sort out and decompose the sales targets, find out the sales gap of each plate, and make up the filling plan for the gap;

u to assist in the production of dual eleven traffic decomposition tables, and analyze and sort out the various channel flows, finally determine the flow data of each channel, find the flow gap, and formulate the solution of flow gap;

there is also a promotion plan for the double eleven pre heating and promotion activities, double eleven marketing activities production, and double eleven page guidance.

in the month before the start of double eleven, Zhang Yanrong, a researcher at the Research Institute, went to the scene to assist the thousand Lun Gang group to hold a full mobilization oath convention.

On the day of double eleven, the research group dispatched a professional project team, led by Zhang Yanrong, stationed in thousand Ren Kong, to carry out on-site guidance services.

double eleven later, China research electric company also specializes in follow-up services, counselling thousands of posts.

On 26-12 December, 27, the research group continued to send the project team headed by Mr. Zhang Yanrong to the site to guide the site.

teacher Zhang Yanrong has gone through five years of double eleven experience and applied to thousand double eleven service project.

In this project, the research group provided 3 months of guidance, 4 stage work process, 15 supervision and control points, 27 indicators decomposition and 155 landing service projects.

Finally, the achievement of thousand pairs in 2013 reached 12 million 580 thousand in double eleven, an increase of 4.5 times compared to the same period, and 100 in the women's clothing category, ranking eighty-seventh.

The successful pformation of online enterprises has been completed. It is reported that before the double eleven, the ranking of the online categories of Qian Li Gang was outside 200, and after the double eleven was filled into the top 100, the category of thousand thousand Gang ranks steadily between 80-100.

in 2014, the focus of thousand LT Kong is to expand the sales ratio of self operated channels.

With the gradual deepening of the electricity supplier, the trend of gradual cognition, O2O project, and the integration of online and offline.

according to Mr. Zong Qinyi's summary, the success of thousand Lun Kong mainly comes down to 3 main points: first, the strong support of the group headquarters and the promotion of a series of supporting facilities and measures; two, a professional and fairly large scale electricity supplier operation team; and three, a professional training and consulting organization such as the China research and Development Institute.

Compared with previous years, the biggest progress in 2013.

The success of P is not the success of the case, nor is it accidental success.

The secret behind his success is exactly the common demand of most traditional clothing enterprises.

The pformation of offline enterprises to online enterprises should be done well, and there are five main contents: /p

First: the group's top executives should change their attitude towards electricity providers, support the electricity providers and invest in the electricity providers; and

Second: inside the group, create an organizational system learning atmosphere, so that the team can catch up with the development of external electric business;

Third: build a healthy, complete and efficient operation team in the short term to make it into combat;

Fourth: supply chain and supporting upgrade must be in place, which can not break down the downstream support chain of the development of electricity supplier

fifth: seek external professional services to support, avoid detours

achieve the above five steps to achieve a successful pformation to the electricity supplier!