Bestseller Fashion Optimization Inventory Management Multichannel Retail Profit Doubled

In February 2nd,

The introduction of 360 mobile phones for mobile security control has aroused concern in the industry. As a company with more than 7000 clothing chain stores in China, the establishment of mobile security control means that it has started the strategic layout in the era of mobile Internet.

As we all know, the two men's wear brands JACK & JONES, SELECTED, and the two major women's wear brands VERO MODA and ONLY, which are owned by the fashion group, have long occupied the top two in the Chinese men's and women's wear market, and at the same time, they have as many as more than 20 brand's extremely rich brand matrix in the world.

Because of this, facing the increasingly personalized demand of consumers, bestseller has always been faced with the problem that traditional chain stores can not overstep: the contradiction between the limited number of brands and the limited physical space of shops.

Therefore, how to make use of mobile devices and enterprise's digital platform to create a multi-channel business mode and realize the synergy between offline and offline advantages has become an important challenge for bestsellers.

Online offline collaboration

For clothing store enterprises, marketing is an eternal topic. How to make customers buy second pieces or how to buy clothes is always a controversial issue in the industry.

But the traditional e-business platform is still displayed on the basis of single quality, which can only meet some of our needs, and the selling tools are limited, and multi-channel retail can obviously solve the problem.

Dan Fei told reporters, "although we ourselves are constantly upgrading, including choosing more beautiful pictures, building our own studios, and paying more attention to collocation in visual expression, the existing platform can only provide part of the satisfaction method, so we are considering ourselves to develop an internal software which is very good for shopping guide. With this software, we can effectively display all the knowledge base and all the matching contents on the tablet computer, so that our salesmen do not need to memorize any selling points or styles, and he can see many good contents at any time, so that he can better serve the customers."

Dan Fei called the internal software of the company as the shopping guide APP software. On the one hand, the software gathered all the product library, product knowledge, including sales, on the other hand, it had the function of all enterprise accounts, could complete the payment, also can help the customer to place an order, after which the order came, through which channel delivery, these functions all have.

For example, because of the limited space of shops, not all colors, all sizes of matching products are available, but with this software, we can quickly meet the needs of users through logistics.

Not only that, this software can also facilitate the binding between shopping guide and customers' personal relationship, that is, by standardizing software functions, helping guide shopping to establish a one to one contact with customers, such as sending WeChat to customers, and if a customer buys only ONLY what type of trousers, then the guide can tell her at the first time when goods are available.

At the same time, the establishment of one to one relationship will help guide shopping to further understand consumers' preferences for fashion consumption and create exclusive fashion consultants.

However, in Dan Fei's view, these are still not enough. If clothing companies want to build the integration advantages of online and offline, they also need to make articles on the digital content online.

"It took us 6 years to build the advantages of digital content. From the beginning of the picture, from the choice of models, from the production of pictures to how to display the product line, the design elements we want to convey, the story of the design, including the way of life we want to convey, how to express it through pictures, descriptions, and the display of the entire web page, etc., all must focus on the accurate brand pfer."

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Multi-channel retailing

Optimizing inventory management with big data

There are thousands of styles for every clothing brand in the fashion fashion business, but the limitations of traditional offline shop capacity can also be displayed in shops, and these shops are distributed all over the country. It is not possible to learn the new information at the first time, plus some product information retrieval must be completed at the computer side, so the efficiency is not satisfactory.

Bestseller CEO Dan Friis told reporters, "at present, I think a key point is how to enhance the competitiveness of enterprises. The competitiveness of the garment industry may be in the field of decoration and traditional design. Now it seems that we want to improve our competitiveness. We also need to consider the great optimization of warehousing and logistics, the matching of digital marketing skills, the establishment and management of multi-channel digital platform, and the information management system and technology system, and how to do business electronically within our own enterprises. This is the challenge we face."

From now to the future, Bestsellers rarely talk about e-commerce, and more are multi-channel retail.

Dan Fei said, "multi-channel retail, for our entire enterprise, first is how to make good use of the baptism of mobile e-commerce, followed by how to do well in the internal business of electronic commerce, rather than e-commerce, in other words, how to use electronic commerce to enhance all internal management and operation efficiency of enterprises."

In fact, in the interior, they call the electronic commerce which is used to enhance the internal management and operation efficiency of the enterprise as the digital platform. On the one hand, it can achieve multi-channel sales, for example, customers can place the fastest response to the integration of the ground store and the online channel when customers place orders in any channel.

On the other hand, it is also the most important value of the fabric, that is, it can directly contact consumers, there is no intermediate level, which can directly provide consumers with very uniform services and do direct brand pfer.

Dan Fei said, "for now, including the future, we are more concerned about how to make personalized services based on geographical location, how to make good use of our multi-channel, and to serve our customers with the same standard, which is our greatest concern."

In the view of bestsellers, location based services can not only pmit information, such as digital marketing, but it provides a business platform for businesses to do business.

At present, there has been some cooperation with some channels.

"For example, our cooperation with WeChat is not an independent fortress or a small channel, but directly connected to our open platform.

Through LBS, this business platform is not only a customer who comes in from the online channel, but also includes offline scenes, which have already been used by customers in my physical shop, on the basis of product experience and service on the spot, and can also make good use of this business platform to add value to their purchases.

Dan Fei explained.

Because of the overall crisis brought by inventory pressure to the garment industry, garment enterprises are facing challenges in balancing inventory and meeting the individual needs of consumers.

This has also made clothing enterprises have the impulse of "mass customization" for the first time, and fast fashion has become the goal that garment enterprises are competing for at this stage.

Dan Fei told reporters, "first of all, silk is a"

We will ensure that there are two new applications every week, which is the core of our business, because we believe that our customers have such a need, and they need to see new products appearing in the store. "

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In terms of digitalization, bestseller has accumulated many layered data with the help of online work. As long as we can make better use of the data of these customers, we can do more accurate matching and marketing.

At the same time, we do not have all kinds of shops in the country, not all shops have the same style one hundred percent, so the digital platform can help us better meet the needs of consumers in different styles.

Said Dan Fei.

Specifically, the customers will analyze consumer behavior based on the consumer data collected in the background, and match them based on these data and analysis.

And big data can help enterprises do two aspects of work, one is the product planning of enterprises, the two is how to do precise marketing, which involves the use of big data to do the stratification of customers, and how to match the best and best products to the right people.

In precision marketing, sales of all kinds of products across the country can see all the styles and new products on the tablet computers. The company will help these retail managers to make some plans according to some internal algorithms, such as ordering, giving him some guidance, which is more abundant than relying on the single latitude historical paction data, but is more concerned about how to match the needs of customers.

At the same time, the company also set up an internal membership system, including the collection of customer's underlying data through the drainage of two-dimensional code of shops.

"We cherish all the data of the customers who have done a deal. In the past 18 years we have accumulated a huge amount of data and carried out an in-depth analysis.

We have a very detailed division of all pactions.

For example, for jeans, you should not only know what color the customer bought, but also look at the format of the purchase, which version sells well, and the size of the scale is more sophisticated. Through these analyses, we can better serve the customers.

"The bestseller is indeed producing a lot of styles for many consumers. It also follows the market share prediction in inventory management, but with big data, this market prediction becomes more accurate."

"In normal terms, our stock ratio is almost 10% to 15%. A large proportion of our products are sold at full price. As you probably know, we only have two discount seasons a year, most of which are sold at full price, and the discount season will be the first discount. After experiencing the discount of the positive price and the discount season, the remaining 10%~15% stock will go to the whole country.

This is the whole cycle. "