"Tradition + Trend" Mark Ed Faye's Traditional Enterprise's Electricity Supplier's Dance

In 2014, the e-commerce industry continued to explode, and the electricity suppliers themselves were also a sprint bomb. The 22 meeting was a sparkle: the price war between HUAWEI and millet, the burning war of dripping and fast, the takeaway battle between the US group network and the public comment. Internet Era That's how it is, but in addition to the most visible behavior of money smashing, the Internet thinking also conceals the huge soft power of creative marketing: providing additional brand value outside the merchandise, making consumers happy to pay.

The traditional enterprise sees the development of e-commerce, but it has gone through "invisible", "do not understand", "despise" and "too late". However, some excellent traditional enterprises have quickly occupied a place in the competition with the once brand or pure Internet brand after the "awakening".

Now is not the discussion of not doing electricity supplier, but how to use innovation mode to develop the electricity supplier. with Fashion men's wear brand Mark Ed Faye, for example, today focuses on analyzing the rise of its electricity supplier.

The traditional clothing brand, founded in 2001, has more than 1600 stores throughout the country. It was once overwhelmed by the impact of the Internet. But now only 3 years, the annual sales volume of their electricity supplier from tens of millions to 7 hundred million of the scale, has now become the hottest hottest brand in the Internet clothing brand. This year, it is in various awards ceremony.

Won the gold award of the annual business field management action issued by the 2014 Business Review Conference.

Awarded the gold medal for men's wear category in the 2014 golden wheat awards ceremony.

It won the 2014 annual Innovation Conference of the Internet.

Won the gold award of the 2014 business school electricity supplier conference, and won the title of "the most growth enterprise".

So how do they do that? And listen to the author one by one decomposition!

Management change: electricity supplier is not only a channel, but also a good quality of life.

Traditional enterprises do electric business, its advantages mainly reflect brand influence, many years of precipitation of customers, as well as product research and development and supply chain advantages. At first, because of the cost advantage of the electricity supplier department and the low price atmosphere of the whole network sale, many decision makers of the clothing brand only regard the electric business department as a way to deal with the inventory products.

Mark Ed Faye had foreseen the irrationality of this model very long ago. E-commerce is not only a channel, but also a trend, a more progressive and progressive way of life. Based on this, Mark Ed Faye quickly increased the importance of the business sector to the strategic position. The electricity supplier sector is a parallel channel with the traditional, rather than the traditional vassal.

Inside the enterprise, CEO Yang Kuntian personally led the structural change. In 2012, the electronic commerce section really came out and set up an independent electricity supplier subsidiary. Mark Ed Faye electric company has independent financial rights, personnel rights and new product development rights, reporting directly to the company CEO. This change has completely released productivity and creativity, and Wang Dan, general manager of the electricity supplier company, has led the rapid growth of the young business team, which is mostly after 85 and after 90.

In the era of e-commerce, the change of management thinking is a matter of course. When it comes to 2009 and 2010, e-commerce will encounter great resistance in traditional enterprises. Because many people in traditional enterprises think of electricity providers as a subsidiary of traditional channels, when the electricity providers apply for ultra-low discount or spike, the financial department does not understand that sales departments are also worried that they will impact the original channels, but their coordination is not high. But Mr. Yang Kuntian, President of Mark Ed Faye, firmly believes that the development of electric business will become the trend of the times. Facts have proved that the transformation of management thinking and the change of departmental positioning have become the basis for the success of Mark Ed Faye's business.

In addition, China's traditional enterprises do not lack the thinking of embracing the Internet. The decisive factor is the determination and the action and executive power in management. As a traditional clothing enterprise, Mark Ed Faye can subvert the past from a strategic height, make vigorous efforts from the level of management and execution, and win the gold medal of "business review" in the field of electric business management action.

Product change: relying on big data, pulling the sense of distance, giving online customers favorite products.

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Mark Ed Faye won the 2014 "Internet star" title of the Internet annual Innovation Conference, conveying the industry's recognition of brand innovation capability. This innovation is not only a brand new development channel, but also an enterprise based on the characteristics of online consumer behavior.

Take product strength as an example, products are especially important for all brands, but on the line, many brands have only one purpose: Handling old stock. Mark Ed Faye did not do so.

Mark Ed Faye realized that online and store consumers had different interests in fashion and aesthetics. At the same time, the purchasing power of the online crowd was also improving. They no longer paid attention only to price, but the trend of inventory products was low. It was hard to arouse customers' goodwill. Mark Hua Fei said that e-commerce itself is also a business mode. We must put the market demand first. We should give full consideration to the needs of consumers, what consumers' needs and preferences are, and brand clothes should do their best to meet the needs of consumers.

So they use big data to learn about customers' preferences. This is a sharp weapon that only emerged in the Internet age. It can tailor more products that meet the current trend and consumer demand for online consumers.

Another point is to listen attentively to the opinions of the customer service personnel. A sentence used by the traditional enterprises has often been said: let the people who hear the guns make decisions, that means the people in the market can listen to the customers' most real voices. But the traditional enterprise front is too long, the real demand of users is often in the franchisee sales staff, it is difficult to get through. But in e-commerce, there is no such "gap". After the organizational structure is flattened, through the collection and arrangement of the system data, and then to the continuous data tracking and feedback mechanism of the latter consumers, it is necessary to establish the data control and control of the consumer demand, and then get the sense of distance between the modules and consumers.

Dissemination of change: creating surprises for users, allowing users to share experiences

Mcluhan, a famous Canadian communicational scholar, once put forward the theory of "media as information". Only after having a certain medium can human beings be able to engage in communication and other social activities compatible with them, emphasizing the importance of media as a platform.

With the popularity of mobile phones and other mobile terminals, nowadays everyone is a media center. For the market participants, the highest level of marketing is to make good use of your users and let them become your media to help you spread. In China, with the rise of social media such as WeChat, the Internet's characteristics of "openness, equality, interaction and sharing" are more vividly reflected.

Mark Ed Faye's "TA wore my Mark Ed Faye" during the double eleven this year is a classic case in this respect. In the case, through the reverse thinking of "girls wearing men's clothing", we invited 7 male otaku goddesses with a certain reputation in the target customers to wear men's wear, which presented a traditional visual feast for consumers, attracting a large number of fans, and attracting potential customers for the shops.

The use of goddess to sell men's clothing, colorful scenery, innovative thinking, attracted many people to forward, but also let a plain dress has a richer connotation and association. TA wore my Mark Ed Faye. It was also awarded the gold medal of men's wear in Oscar's golden wheat award.

The martial arts of the world will not break quickly. In the era of rapid change, only by changing at a faster pace can we grasp the initiative. Data show that, for five consecutive years, the "double eleven" battle of mark Hua Fei electricity supplier, from 2012 men's clothing category seventh results, rose to third in 2014, and from last year's sales of double eleven about 82000000 yuan to double eleven this year, 136 million yuan, become one of the fastest growing traditional brands in the electricity supplier domain, and won the gold award of "the most growth enterprise" in 2014.

Selling, selling and selling (electric business), giving a lesson to traditional enterprises.

The rapid development of e-commerce in recent years is transforming the traditional manufacturing industry vigorously, and traditional enterprises have picked up the "Internet thinking" to arm themselves. When we are still considering how to transform the traditional enterprises into electric providers, the next question is whether there is a clear distinction between traditional enterprises and electricity suppliers.

In the next era, how will O2O, traditional and electronic business disputes, Internet thinking and so on evolve? 2014 at the end of the coming year, the wheels of 2015 are coming, and how our enterprises will go further in the future. Every business operator will face a bright vision and challenge in the wave of electricity supplier.