Li Jia: Traditional Commerce Is Threatened And Should Complement Each Other With The Electricity Supplier.

Recently, coscto borrowed Tmall mall to enter the Chinese market. Before that, Messi stores entered China through capital injection.

In fact, the story of "joint marriage" between foreign department stores and Chinese e-commerce websites has long been talked about.

However, CEO, Ji Wen Hong, who recently accepted an exclusive interview with Nandu journalists, was surprised. "This cooperation is a process, not the best way.

Our vision is "global parity", but we encountered a lot of doubts about selling.

More than one overseas retailer stack up.

Two years ago, it was the hardest time to take part in the show. Although eBay did not participate in the show, it gave huge financial and technical support, which increased its sales volume by 200% in the following two years and returned to the first camp of luxury electric business.

But in the CEO network, according to the show, "the biggest help of overseas electricity providers is not capital and technology, but the richness of products, and quickly establish the trust status of" Xiu Xiu net "in the consumer and brand business.

The specific way of operation is like this.

The background data of eBay is open to the show network, and the network is selected from the selected part of the product, and the ebaystyle channel U I is designed.

The order is placed on the channel, and the order is sent to the eBay storage center.

At the same time, the walk show network to eBay to buy goods, and goods are sent from eBay warehousing to the North American warehouse in the walk show network, from the show Network North American warehousing unified delivery to domestic, from the list to the consumer to take a total of about a week.

Assuming that consumers return goods, goods are returned directly to China's warehouses. If there is no damage, the show will do two sales processing.

There is a problem here. "By way of overseas electricity suppliers, there is more than one layer of channels.

In my opinion, this is a process, but not the best way. "

Ji Wenhong said that the vision of the show is "global parity". "Our direct channel can get a purchasing price of 40 percent off, which is our competitive advantage.

However, many people question the cost of tax and freight costs in China, and can not achieve this price.

T IPS: Ji Wen Hong's business sentiment 1: the core of doing business is not how good the products are, nor how many cattle they have, but to find the right way to connect A points and B points.

The "fake" issue has always been the heart of China's luxury electric business.

For example, in August 1st, Burberry China questioned the official authorization of the product on the show network.

"We really did not get its authorization, but that does not mean that we sell fake products."

Ji Wenhong told reporters in Nandu that our products are monitored and invoicing from purchase to delivery, which can prove the authenticity of the products.

"We have only about 300 suppliers, and the number of domestic suppliers has been cut to tens of thousands from the highest peak two years ago, and the quality management of the supply chain is actually very easy to achieve."

According to the briefing, 30% of the products currently available from overseas show are from overseas electronic business platforms, 30% from direct licensing by brands, and 40% through distributors.

"Now I feel that empowerment is not the most important thing."

Ji Wenhong's words are amazing. "Brand players are unwilling to let go of the authorization. The key problem is the discriminatory pricing in China.

For example, Burberry, a pair of shoes in London 5000 yuan, sold 8000 yuan in the country.

I purchase from other channels in Europe to enter China, and I will certainly attack their price system.

Even authorized brands, for us

and

There are limitations. "

"The most welcome thing this year is the gradual opening up of parallel import policy."

Ji Wenhong said.

In August this year, the Shanghai Free Trade Zone submitted a pilot scheme for parallel import of automobiles.

In the past, overseas goods entering China must be sold through authorized dealers. Once the policy falls, goods from individuals or other distributors outside the total distributor will get "parallel channels" into China's sales.

In this way, "brand licensing in China is of no value."

T IPS: Ji Wen Hong's entrepreneurial understanding: foreign electricity providers entering China, if it can not make changes in the upstream supply chain for the Chinese market, it is very difficult to succeed.