How Does The Seven Wolves Sell Electricity From 1000 Yuan To 120 Million Yuan?

< p > seven wolves is a sample, a sample to explore Internet channel and Internet thinking.

It has established pressures, unexpected successes, bold attempts and untouches of ideals.

What has happened to the Internet in the past five years? What did the seven wolves do? Follow I's dark horse.

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< p > < strong > benefit > a href= "http://www.91se91.com/news/index_c.asp" > B2C < /a >, stock sewer < /strong > /p >

< p > do you want to do e-commerce? Now it seems that this is a traditional enterprise obsession.

Time has made a good reply. At present, through the official website and the third party platform to carry out the business of electronic commerce, it has become the standard of an enterprise.

Selling products to online sales is the simplest contact of traditional enterprises to the Internet.

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< p > seven wolves are not pioneers of e-commerce.

In 2008, the financial tsunami made domestic and international demand drop sharply, and the clothing and sporting goods industry had to reconsider the future after the rapid expansion.

In June of this year, seven wolves opened flagship stores in Taobao, officially launched the electricity business.

In fact, the products of the seven wolves have already been battalion online. In the past three years, it is the golden period of the rise of Taobao. There are many small shops selling seven wolves men's clothing.

Shopkeepers are mostly offline dealers or their friends and relatives.

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"P > market is complicated and disorderly, and the spread of fake goods is unavoidable. The unified price and quality can not be mentioned.

On the Internet, the word and image of the seven wolves did not produce the corresponding sales effect.

"Competition" under the seven wolves flagship store, the maximum daily revenue is only 1000 yuan.

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< p > no matter online or offline, an ordered sales system is a prerequisite for channel scale.

At first, seven wolves put pressure on unauthorized shops to force them to close.

But here is the Internet, which has low cost and low cost.

The management order applicable to offline channels is not suitable for this area.

After a year's struggle, the seven wolves realized that the power of online business is better than blocking and killing.

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< p > since 2010, the suppression has turned into an amnesty.

By negotiation, the seven wolves are authorized by the larger shopkeepers, and they are managed according to the offline distribution system, guiding them to make futures.

For example, the training rules for offline shop clerks have become the standard of online customer service, while offline image design has become online decoration, while offline distributors' incentive policies have begun to apply online.

By the end of this year, seven wolves had 7 distributors to stand out, and their sub sales gradually increased to 50% from the smallest. They could basically compete with Direct stores.

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< p > then, the seven wolves also perfected a series of online sales system: including store image, operation rule, promotion method and category structure.

Then, online distributors will further improve this standard.

But changing a flag, nominal obedience does not mean the resultant force, and there is still a game of interest among network dealers.

In the process of integration, the seven wolves require dealers to be different in terms of category and price. They should abide by common rules and cultivate their respective priorities.

The online business model is certainly not a replica of offline.

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< p > because of the restriction of space consumption distance, the offline stores in different regions can have a certain price elasticity without affecting other storefronts.

But online prices are pparent. Once distributors use low priced products to drain, they can easily hurt the interests of other online distributors and make the price system chaotic.

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< p > for this reason, the seven wolves, according to different user groups, allow distributors to differentiate their categories and styles, and develop their own strengths respectively, focusing on different fields such as new product promotion, category focus and tail cargo handling.

For example, individual dealers can use trousers as the main products, enjoy the preferential treatment of trousers and pick up goods in advance, and they will also enjoy the return of trousers to the trousers individually, which will give the distributors a cost comparative advantage.

To a certain extent, these strategies weaken the homogenization degree of operation and make the seven wolves product system have a stable price space.

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In the era of < p > B2C, the biggest significance of the network integration of the seven wolves is the recognition of the identity of online dealers.

They can independently advertise, purchase traffic, interact with members, and fight infringement.

The enthusiasm of distributors was improved, sales potential was released, sales began to climb, and seven wolves' B2C business began to operate orderly.

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< p > at the end of 2013, the sales volume of "a href=" http://www.91se91.com/news/index_c.asp "seven wolves" < /a > was about 350 million yuan, and it could be estimated to account for 7% of the total sales.

But the main function of the seven wolves electricity supplier channel is to digest inventory. At that time, 90% of the goods in the shop were stock.

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< p > comment: many people think that the Internet thinking is B2C, that is to do e-commerce, but the latter is only part of the Internet content.

B2C is an Internet mode of operation, but in traditional clothing brands, it is still a stock drain.

For seven wolves, e-commerce is a lower cost of inventory digestion, which has saved seven wolves from large factory stores.

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< p > < strong > taste < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > line below Tibet resistance < /strong > /p >

< p > combing online order is just the introduction of e-commerce business. How to coordinate the interests of online and offline interests is the problem of testing Internet thinking of enterprises.

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< p > when the order between online distributors is clear, the sales volume is rapidly enlarged, and the conflict between online and offline is strong.

Online specials and discounts are very fierce. Many of the drainage products are priced at even lower than those of offline distributors.

Under the oppression of market environment and online "dumping", many distributors fall off the stores.

On the other hand, more and more dealers are pouring into the online market, causing online sales to get out of control.

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< p > at the same time, some large distributors under the authorization line are developing online. In order to ensure the interests of all offline dealers, the seven wolves are relatively unified in price and offline.

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< p > in the category, online dealers have more choices: they can push the network special offerings, push other models, sell new products, sell stocks under the line, or push limited edition products.

The special thing is that online channels need special products to attract people. Seven wolves have developed specialized products for online channels.

These specialized offerings are mostly basic, simple, less or no detailed processing, no dark lines and hidden buttons under the line, and low drainage will not affect the offline channels.

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< p > this is only a way to avoid contradictions. Is there any way to make joint efforts under the line and line to fundamentally eliminate the conflict of interests between them?

Offline products and promotional information can be released online; the distribution of online distributors can be downloaded from the line.

"Seven wolf business channel convergence trend will become more and more obvious", seven wolf chairman Zhou Shaoxiong's bottom line is based on the advantages of online and offline complementary.

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< p > at present, the seven wolves electric providers mainly use several dedicated online pfer centers for distribution, and then use the warehouses in major key areas of the country. The premise is to ensure the corresponding line distributors' gross profit.

The ideal of this trading platform is that goods can be pferred between all warehouses, all orders can be allocated locally, and warehouses in the whole country can be divided into warehouses.

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< p > if online users have a return request, users can upgrade to VIP customers online, and enjoy the return service to the physical store. The return policy is the same as online.

This practice seems to bring trouble to offline stores, but actually sends online users to the line, and then stimulates the next two sales.

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< p > User equity is enlarged and experience is improving. O2O's operation mode is also forming.

User centered, seamless online and offline service for users without distinction is the integration of Internet thinking under the premise of user centered consideration.

The idea of seven wolves is that future members will buy seven wolves products online, and the accumulated points can be used on all platforms on the Internet, that is, all points can be used equally in all channels to get a consistent online and offline consumption experience.

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