2014 China Shoes And Clothing Industry E-Commerce Summit To Discuss The Way Of Brand Breakout

< p > electricity supplier is irreversible trend, but for traditional enterprises, it is bound to undergo painful reforms to match new business models from the company structure or even the entire supply chain.

On the other hand, the sharp rise in the operating costs of the electricity suppliers and the re competition of brands from the offline to online have made the traditional a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > the service industry has the feeling of riding a tiger.

Now, for these enterprises, it is not only the traditional manufacturing mode that needs to be changed, but also the existing electricity supplier mode needs to be changed so that we can find a way out in the red sea of the electricity supplier.

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< p > < strong > case < /strong > < /p >.

< p > < strong > the "quick step" < /strong > /p > of the South Pole.

< p > in traditional shoes and clothing industry, there are few enterprises that can achieve double lines on line and the south is the best among them.

Last year, the industry has not yet recovered, but the south pole has made an order of 5 billion yuan at the order meeting, and once again declared the status of its industry hegemony.

What is even more remarkable is that the online share of the Antarctic has surpassed that of the line. Last year, double eleven sold billions of dollars on the same day, and it was far ahead in the category, making it a model for the breakout of the traditional industry.

In April 17th, when attending the 2014 China shoes and clothing industry business summit, Zhang Yuxiang, the chairman of the southern board of directors, said that all these benefits from the strategic planning of the Internet operators in the pition from the traditional enterprises to the traditional enterprises, and the idea of "one step ahead" in this planning has become the key to the success of the South Pole.

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< p > < strong > fast conversion business mode < /strong > /p >

"P", founded in 1997, is one of the earliest underwear enterprises in China. It pioneered thermal underwear products and opened up a new path for the development of China's underwear industry.

After 17 years of development, the south pole has extended from single thermal products to all year round knitted goods including household clothes, swimsuits, towels, vests, underwear and socks.

In the course of the development of the south pole, the strategic planning of the Internet operation from the traditional enterprise pformation is a very important turning point for the enterprises.

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< p > for the key of pformation, Zhang Yuxiang, the chairman of the south pole, boils down to the deployment of "one step forward".

"When others sell products, we sell brands. When others sell brands, we sell services.

Now everyone is selling this service mode.

What does it mean? The Antarctic does not produce or sell a href= "http://www.91se91.com/" target= "_blank" > clothes < /a >. We integrate and open up the supply chain, adopt the mass mode of the Internet, and produce and sell one-stop business models.

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< p > Zhang Yuxiang believes that the business model has become particularly important in the mobile Internet age.

It is very difficult for an electric business enterprise to have a distributor. The delivery, products and the formulation of security are not reliable. If you are purely selling the goods, you will have a great risk. This is also a problem encountered by the offline enterprises.

"We are not entirely thinking about the Internet and thinking big data.

We build a Cooperative Industrial Park in Fujian and various industries in China. We do unified logistics management and express management and after-sales service.

The Antarctic people find many dealers at the front end, they are mainly based on exclusive stores, giving them the treatment of dealers, but the risk of consignment.

The low-cost distribution mode has enabled the Antarctic to develop many online agents.

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< p > < strong > open up the supply chain big data < /strong > /p >

< p > in addition to taking the first step in strategy, the brilliant achievements made by the Antarctic online also have a lot to do with the big data in the supply chain.

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Shop management under the P line is more focused on the technical management of commodities, including the R & D, quality and planning, and price policy.

But in the electricity supplier, the scope of management will be more extensive. In addition to technology management, commodity management, that is, the big data management of the electricity supplier, it becomes very important.

"Now that many enterprises have done e-commerce, we have not imagined that such a good electricity supplier is a blue ocean.

< a href= "http://www.91se91.com/" target= "_blank" > clothing > /a > most of the industry is in the supply chain, not gross margin.

How to get through the data is very important. How to do the first time control and control, we need to re understand and locate big data management, and we need time precipitation.

Zhang Yuxiang said that in order to master this series of data, enterprises need to have a certain mind and courage, and it is difficult for a large number of small and medium-sized enterprises to do so.

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< p > "because taxes become the first element, if your data is not in the sun, the Internet is almost unsuccessful.

The Internet itself is playing big data and traffic, big data brings you precision, your word of mouth.

How to maintain stable marketing depends on big data.

In the era of e-commerce, the resources of enterprises are different from those of traditional times. When doing traditional enterprises, the resources of the entire shopping center have been allocated, but in the era of electronic commerce, as long as you have this qualification, you can go in, and whether you can continue to survive in the future is the key.

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< p > < strong > organizational redesign < /strong > /p >

< p > redesigning the company's organizational structure to match its business model is another important link for the south pole to make breakthroughs in the electricity supplier.

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< p > the composition of traditional enterprises is relatively rigid, but as Internet companies, they need to undergo painful changes.

The price of the products of the Antarctic people is the same under the line, that is to say, how to exert the power of the company's organization to push the electricity supplier up. This is a very important link in the pformation of traditional enterprises.

"Many of our friends have been doing the Internet for a long time, but its organization and e-commerce do not match, so that no vertical and horizontal forces can be generated."

Zhang Yuxiang introduced that the southern people set up horizontal departments, such as full-time departments responsible for activities.

"We have an integrated support department for e-commerce, including the formulation and promotion of Taobao rules, and the precise delivery of advertisements. These are horizontal sectors.

You have to set up professional posts in the vertical departments, so as to form a three-dimensional framework.

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Zhang Yuxiang, also known as a manufacturing enterprise, believes that a factory in P must have a quick response workshop to make a small and beautiful product to meet the precise demand of the market.

"In the Internet business, there is a" Hai Lan home "is also high-speed growth.

They are who develop, who sell, and combine every factory with product management to perfect. "

Zhang Yuxiang said that the Internet enterprise is relying on a "fast" word, e-commerce enterprises to achieve monthly explosions, and the traditional supply chain and management means are completely different.

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< p > < strong > [viewpoint] < /strong > /p >

< p > < strong > Xu Zhihua: integrate the electric business into the enterprise operation < /strong > /p >

< p > at present, the whole e-commerce is dominated by Taobao and Ali.

I think the current business logic of e-commerce has some problems, or we are fooled.

The main reason for being fooled is that in the past, people say that e-commerce can reduce costs, but from the current point of view, e-commerce is no longer low from the point of view of traffic cost, which is far higher than the cost of offline shops.

Offline business is done by familiar customers, with a radius of one kilometer radius around the local community.

And electronic commerce is very important that traffic data is not yours.

Every time you do a sale, you have to spend money to buy traffic.

In other words, it is difficult for your consumption organization to sink into it. In this case, I feel that I need to change.

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< p > of course, for PEAK (PEAK store), at present, we have no ability to resist this big environment, so we ask anyone to do our PEAK electric business. We all welcome it, but the price must be standardized.

I can't regulate Taobao, but Tmall must be standardized.

In other words, the services provided to consumers must be consistent.

Because in front of the consumer is nothing more than goods, prices and your services, goods are a brand, is a standardized product, there is no difference.

Nowadays, services are also socialized, and there is no difference.

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< p > traditional e-commerce hopes to use the price method, hope that the factory directly with the consumer relationship, the two value chain removed, that is, the price is relatively low.

I think this kind of business logic is a kind of flickering business logic.

Why do we say this? Because factories have no direct connection with consumers, the most important value of brands is to see consumers and meet the needs of consumers, and to understand consumers' needs through studying consumers.

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< p > the value of brand is irreplaceable.

In this case, if our business logic is built on a weak link, I think it is not sustainable.

So I think the current e-commerce environment needs to be restructured, or as more and more traditional brands go deep into e-commerce, it is necessary to integrate e-commerce into the operation of enterprises, and to commercialization every aspect of enterprise operation, whether e-commerce or e-commerce, or that our distribution and even the production system can become electronic.

I think these will be more attempts to become traditional enterprises in the future.

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< p > < strong > PENG Ao: from product selection to achieve breakthroughs < /strong > /p >

< p > I have been in the sports industry for fifteenth years. I didn't know the electricity supplier at all. When we were doing the business, we didn't know how to do the business. So the first thing we had to face was who to match. We should consider a problem in the process of benchmarking. We should find out who is my competitor through comparison, learning, catching up and super, and who is the goal of my learning and who is the goal I must achieve.

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P is the product. The final goal of the product is to precipitate the user, evaluate the value of the brand through the use of the user, innovate the new demand of the user through the brand value, and finally realize the price of the product.

When the price is decided, it is the election, 20% of the 80% contribution, this is the 28 principle, but many of us may not choose, do not know how to effectively choose it, choose what kind of money.

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< p > a relatively simple example. In all sports brands in Quanzhou, the most competitive category is board shoes. No matter how poor the supply chain is, they can make decent shoes. If you accumulate users who are all cheap users, it is unlikely that they will come back again.

There is also a subdivision principle. Small subcategories are very important according to the matching of seasons.

Differentiation principle, I see a lot of brands are doing a thing, Beijing (Beijing store) east, Tmall, QQ shop products are the same, but the price is not the same, patting is selling cheap, Tmall second, our principle is that different brands should pay attention to differences, for example, we now see in the data cube, Baidu index to see all the keywords, we have to filter and do not compete with the highest concentration category brand.

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< p > there are also differences between brands in stores. What is the difference between a small store and a small store?

Tmall, for example, now has Tmall flagship stores and specialty stores, and different categories have different price zones.

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