Gloria Uses Meticulous Quality Inspection System To Deepen Women'S Clothing Business Area

In recent years, Gloria women's clothing has been deepening the field of electric business, expanding brand sales channels.

The new electricity supplier ecosystem is sprouting up - the mainstream e-commerce platforms will gradually abandon simple and crude business methods and turn to seek a win-win situation with brands.

Liu Shichao was not surprised at this. As the general manager of Gloria e-commerce department and director of Internet marketing, he made two judgements at the end of 2012. First, the future is divided into wireless and offline businesses. There is no "electricity" but only "business". Taobao will shift its focus to the mainstream and mainstream brands. Two, after the double eleven in 2012, the competition of electronic commerce is being replaced by the competition of brand front-end sales and creativity to brand strength and influence.

The rapid rise of Gloria is a case in point: the traditional enterprise with 18 years' brand accumulation has begun to test the water electricity supplier since 2008. Its online main brand "Gloria goelia" has doubled its sales every year, and has gained 16 million, 70 million and 170 million yuan sales respectively in 2010~2012 three.

It is worth mentioning that Gloria electric providers rarely carry out excessive speculation, cheap shopping and other behaviors, but stick to the bottom line of brand value, and strive for fine management and multi platform expansion capabilities.

"The Epee has no fronts and is too skillful to work. This is the future brand electric business.

The essence of it.

Liu Shichao said that the explosive growth period of China's electric business is about to end, and the growth rate of many businesses in the next year will be maintained at 20~30%.

Before entering Gloria electric business, Liu Shichao was once one of the first members of Procter & Gamble Company to test water Internet marketing and electricity providers, and founded almost the earliest O2O e-commerce project "life home" in China.

However, the electricity supplier of Gloria in early 2012 is another scene: after the rush from zero to 70 million annual sales, business growth has entered the bottleneck stage.

To achieve new breakthroughs, we must change the way of guerrilla warfare relying on hype marketing hotspots, creating explosive funds and putting manpower into play, and turn to the regular games of brand electric business.

Liu Shichao regarded 2012~2013 as a key time node.

Prior to this, most of the Amoy brands and traditional brands entered the Amoy market, mostly from the creation of explosive money, gradually derived from the volume of profits, the town store treasure image and other combination products, and then appeared a large number of star shops.

"Explosions are

The primary stage of industrialization is to form a store brand, all of which depend on the platform.

This is a well-known brand when you have multi platform distribution or offline expansion and become famous in the whole country.

Liu Shichao believes that the "shop brand" is the basic evolution path of the brand of electric business, and to complete the final key leap, we need new ideas.

Liu Shichao's first priority in reconstructing Gloria is to establish a systematic organizational structure.

The new structure is a three level system similar to the inverted triangle, that is, the grass-roots strategy, operational decisions, the middle level is responsible for support, the higher levels assume support, guidance resources and coaches function.

This is like dredging. Only by establishing a perfect sewer system can the urban drainage operation become uniform, effective and fast.

Before the reform, Sun Ming, the head of the visual department, was sometimes not very comfortable. The team often had to work late at night, the root of which was that there were always various breakpoints in the process.

For example, when new products are not arrived in time, they will not be able to shoot. They can only work until late at night.

At the same time, the problem of home page jumping rate can not be solved effectively. It is difficult for many teams to coordinate operations such as commodity operation, copy planning, vision, and so on.

Now,

The overtime time of the visual team has been greatly reduced, and the home page jumping rate has decreased from 35% to less than 16%, which is equivalent to less 480 thousand visits per month.

Sun Mingcheng: "all groups, including vision, are relatively independent and better co-ordinated.

For example, when the new product comes up, the home page designer, copywriter, photographer can almost quickly get in place, and the efficiency is greatly improved.

In addition, Liu Shichao expanded the size of data analysis team from 4 to 8 people, and renamed the business intelligence department. The Department's functions were also engaged in the data statistics and report management, and pformed into consumer insight and big data analysis.

After a pformation, the overall strength of Gloria's electricity supplier increased significantly.

During the double eleven period in 2012, its sales in the whole network broke through 40 million, increasing by 300% over the same period.