Bosteng Why It Is Imperative To Spanform O2O With Wings

Bosideng, as an old brand of traditional clothing, is astonishing in the "double eleven" big business spree. You know, "double eleven" has always been the world's Internet brand, and bostin's inheritance of the traditional brand is a beautiful battle on the Internet, thanks to the early awareness of the Internet thinking and the early input to the Internet operation.

Never fight a war without preparation.

"As early as 2008, Bosideng began an attempt in the field of electronic commerce. In 2009, we set up the Ministry of electronic commerce. We developed a ERP system specifically for e-commerce. We launched our own network affiliate system and made strategic cooperation with Taobao platform. Later, Bosideng, Xue Zhong Fei and many other brands opened flagship stores on Taobao to conduct interactive marketing on line and online.

According to Wang Chengjun, director of Boston electronic commerce, in 2011, the group set up an e-commerce company, specializing in the operation of e-commerce in the name of the company, and independently developed online differentiated products to explore network marketing channels. The company has formulated a series of supporting systems such as the management system of e-commerce operation Department, planning department standard system, logistics department standard system, system development management system, information system security management system, human resources management system, and financial management system, so as to ensure the close connection of various departments of electricity suppliers and the strict implementation of various processes. "In December 15, 2008, Bosideng Taobao official flagship store was officially opened. At the beginning of our business, we had only four full-time staff in charge of the electricity supplier business, but now there are more than 200 people in Bosideng's electronic business team." He said.

"E-commerce is not only a single sales channel. We must reconsider the e-commerce platform from a new perspective. It is a resource integration platform, a new sales platform, and a management upgrading platform." Wang Chengjun said that Bosideng group attaches great importance to the development of the electricity business. At present, Bosideng's electronic business platform includes Taobao, Tmall, Jingdong, Amazon, vip.com, No. 1 store and Dangdang. Sales are mainly focused on Tmall, Taobao, Jingdong, Asia Mason and vip.com's third party platforms. Although the third party platform is the only way for most traditional brands to "touch the net", Bosideng, while making use of the mature platform, does not forget to "adjust measures to local conditions" for different platforms, which is one of the reasons why Bosideng takes the lead in the carnival of electronic commerce.

According to the reporter, Bosideng will select hundreds of hot products according to the current trend of "Carnival" before the "double eleven" and "double 12" business carnivals, and launch more than 30 main push to meet the needs of young consumers. At the same time, in order to ensure the efficient operation of the system, Bosideng split the logistics module on the basis of the self developed order system, and set up an independent WMS logistics system to prevent the sales system from failure.

Bosideng also links the order system with the Alibaba group's pagoda system to ensure that orders are imported smoothly and smoothly. In order to further enhance customer loyalty, Bosideng also introduces CRM customer management system to actively maintain the relationship between old customers. In addition, in order to lock more consumers in the activities, Bosideng controls the fine and perfect products through visual control, product shooting, copy design, page layout and other details. In particular, Bosideng official flagship store focuses on "38 years of focus and achievements", creating a strong brand culture and enhancing emotional viscosity with consumers.

Call for intellectual property protection

Over the years, careful preparation and solid research on the thinking of electric providers escorted Bosideng Road business. In Wang Chengjun's view, Bosideng brand is the most powerful weapon in promoting online brand promotion in the eyes of consumers. With the deepening of understanding of the electricity business, Bosideng has entered a high-speed, professional development stage in the field of electronic commerce. However, Bosideng is also suffering from the "honor problem" caused by fake and shoddy products in the field of harvesting electricity.

"Because Bosideng brand has a high reputation, fake and shoddy products often appear on the line, which not only damages the brand image, but also greatly damages the interests of consumers. Companies and related departments have organized special anti fake activities several times to curb the rampant phenomenon of counterfeiting and shoddy goods. Wang Chengjun told reporters that since the beginning of 2013, Bosideng has reported on a large number of online shops selling infringing acts of counterfeiting Bosideng clothing. Under the full support of several electric providers, it has severely cracked down on such network infringement in the related departments' linkage counterfeiting operations.

Last March, Chenzhou, Hunan, cracked the largest Taobao selling Boston case in the country. It is reported that Bosideng company found that more than 100 online shops on Taobao have sold fake Bosideng down garments, which are incalculable to the loss of brands.

Gao Dekang, chairman of Bosideng, once said, "the Internet is a new thing, a good thing, but also a problem. Online fraud is much easier than offline. Criminals can register a shop for sale as long as they have an ID card. Moreover, the more famous brands are, the more fake online products are, because there is room for them, and no brand is enough to accumulate counterfeit products. Fake goods can't be seen on the surface, but they are right. Consumer It's a deception. Bosideng hopes that the government can increase its control over fake and shoddy networks.

At the National People's Congress in 2014, Gao Dekang, as the NPC deputy, submitted a proposal to strengthen the protection of intellectual property rights of electronic business platform, and made a number of suggestions for the legislative work of the electronic commerce law.

　　 Gao de Kang It is believed that at present, the proportion of intellectual property disputes is the highest among all business disputes. A data in early 2013 also showed that in the electricity supplier disputes, intellectual property disputes accounted for 61.54%. Among them, the most representative is "piracy map", many sellers selling fake and shoddy products, in their own stores infringement of the use of brand enterprises' pictures, text, video, etc., seriously misleading consumers. Gao Dekang, for example, said, "if a user claims to be a brand's network agent or authorized agent, the electronic business platform should ask him to provide relevant supporting documents and verify the authenticity of the document."

　　 O2O Be imperative

More than a month ago, Bosideng announced the annual performance announcement. As of March 31, 2014, the company's annual profit reached 702 million yuan, of which down clothing business ranked 37.8% in the leading position of the industry, and not down business rose 1.9%. Liang Xuhui, chief executive of Bosideng, which is widely concerned about the future direction of clothing business in the field of O2O, said, "Bosideng has begun to explore and try in this field."

Specifically, Bosideng will establish the CRM and VIP management system of the group, actively invest in the market development of the wearable carrier, expand the online sales channel, establish the online brand operation plan through data analysis, and explore online and offline interaction. And Bosideng's large number of Direct stores will become a heavy weapon for Bosideng to develop O2O mode. At present, Bosideng every direct store will be the solid foundation of O2O business in the future, and the new online mode of two-dimensional code and WeChat marketing has also been included in the development plan.

If Bosideng layout in 2008, the original intention of the electricity supplier is to make full use of the electronic business platform, contact more young consumers, and enhance the awareness and emotional connection of young consumers to the brand through in-depth interaction with consumers. So, when the time comes to 2014, in the face of the spanformation of the electricity supplier field, the layout of Bosideng's electricity supplier refers directly to the integrated layout of "two wings flying together" under the "online and offline".

Gao Dekang has publicly stated that the development of the electricity supplier has made a fundamental change in the competition pattern of the garment enterprises. All the clothing brands are fully aware of the huge attraction of the electricity supplier mode, and on this platform, the hot spot of e-commerce is O2O. In 2014, Bosideng also proposed that we should strengthen the electricity supplier, achieve the integrated layout under the line and line, integrate the development of online and offline, and actively embrace the arrival of the era of Internet and mobile Internet.

For testing water O2O, Bosideng has two ways of thinking. Wang Chengjun said, "on the one hand, Bosideng should carry out the O2O online and offline resource integration based on the existing advantages, and integrate existing products, logistics and other resources, so that online commodity richness, logistics response speed and customer experience will be improved. On the other hand, Bosideng not only focuses on the development of PC terminals, but also pays more attention to the mobile Internet sales platform such as two-dimensional code and WeChat.

"With the rapid development of the electricity supplier, the physical store may become a fitting room for the electric business in the future". For this argument, Gao Dekang believes that as long as we do well in the distribution of interests and incentives under the online and offline, the online and offline businesses can win a win-win situation. Gao Dekang said, "a Beijing man went shopping in Shanghai and saw this dress in this shop. But he went back to Beijing. Maybe the size of the shop in Beijing was not there. He raised it from the line to Beijing, which is actually a new shopping experience. Therefore, the key is to see how to integrate. While online and offline product differences, Wang Chengjun said, Bosideng part of the product is online dedicated contributions.