Urban Beauty Business Grew By 1062% Over The Same Period Last Year.

In the first half of 2015, sales revenue was about 2 billion 200 million, which is the largest brand clothing brand in China.

The HKEx was formally listed on June 2014.

It is estimated that about one billion of the funds can be collected. The plan 39% will be used to expand the retail network, and 25.3% for the establishment of a logistics center. It is a traditional retail brand embracing the Internet and self revolution.

According to its interim performance data released in 2015, the number of stores reached 8253, 6859 franchisees and 1394 self operated stores, and the growth rate of self operated stores was faster than that of franchised stores. The proportion of franchised stores decreased slightly to 63%, and the proportion of self run stores increased to 35%. The annual sales target ranged from 1200 to 1500, and it would infiltrate into the three or four tier cities of the mainland.

In the first half of this year, it grew rapidly, increased by 1062.8% compared to the same period last year, and the proportion of revenue has reached 2%. It is expected that the proportion of future electricity providers will reach 10% to 12%.

Sharing highlights: 1. As a business society, the three most important factors for enterprises to consider all channels are commodities, channels and customers.

2, using a B2B platform to manage the ordering of the next more than 8000 stores, and to manage the supply chain with 433 modes, to order products for each season according to 100% raw materials, 40% for gentlemen, 30% for semi-finished products, and 30% for raw materials.

Then follow the sales situation of the whole channel randomly.

3, only 30 million of the members in the offline market go to the online market. Instead of half price at Tmall, it is better to promote sales in their own official website with the integral exchange mode to give back to members. The business of not making money is meaningless.

Three basic elements of the whole channel

All channels and Internet + are the topics we must face now. What are the essence of these topics? What are the three most important elements of a business society: commodities, channels and customers?

After such a long time, we can not do without the management of goods, the management of our customers, no matter where the customers are, what we are going to build is such an ecological balance.

The whole channel concept is that I have to see where these customers are and whether your customers are suitable for such channels.

Suppose our client is a housewife, is an aunt, her products are vegetables, what do you want to get up at the table every morning? What channel do you give her? I will give you an e-commerce channel. You send me the order online, and I send it to you in the quickest way. I believe it may be difficult to meet the needs of this aunt, because aunt is not buying vegetables for the sake of buying vegetables. She hopes to buy food to bring more fun to her. She hopes to get the pleasure of buying vegetables.

So no matter how much food there is in the fridge, every day we will go all the way to the vegetable market to buy vegetables.

So, if you are doing the whole channel or the electricity supplier, do you know who your customers are? Can your products really satisfy this channel requirement in this channel?

People say O2O, I didn't have much time, so I hope to get this product quickly. I'll go to the store to buy it, but I'm sorry to say you're going home. I'll give it to you three days later.

Or buy something on the Internet, I don't have time, you say you go to the store, because there's a store in the store.

The essence of the problem is not what we need to solve. The essence of the problem is whether you can manage the order and inventory. Do you know the relationship between order and inventory? Where do they come from? Where do they come from? Where do they interact? As for the choice of business mode, they are doing the whole channel, making the brand of electric business, making the traditional offline brand, depending on your management of your customers and the linkage of commodities.

This is our B2B platform. Why is there such a platform? Because we are making clothes, but we do not make the order system. We have no distribution channels in the middle, there are 8000 stores nationwide, and the growth rate is 1000 per year.

The goods of my more than 8000 stores are all ordered through this platform, and it is a spot replenishment mode. They do not need to open an order, and do not need to advance the deposit. As long as they order on the platform today, they will be positioned in the evening, and they will be able to receive the goods after three days. This is our B2B platform.

Why do we do this? We see that distribution is just like e-commerce websites. What's behind it? What's behind it is that we can see all the information in the 8000 stores, and we can see the whole inventory situation and its sales.

The turnover time in our store is only 60 days, because it does not require a large quantity of goods to be put in the store first, and it is very important to sell it in season.

At this point, we have achieved the linkage of goods and the mode of supply chain.

You will ask me if you sell this product online very well, how can you replenish it quickly? How do you fill up the goods? That means you have to return to the essence of commodity management. When we are doing the supply chain, we often have a problem: fast and fast is the best concept.

Another point is to be accurate. The question I want to ask is, how many companies in the supply chain can be pparent? Can you know the sales situation of the stores in front of you? Do you know the turnover of inventory? Which product is selling well? Which member bought it? Which color is preferred to consumers? This is the first question.

The second question is, if you want to know if your supplier's capacity meets your needs, he told you that the capacity is one million units. Can he really deliver the goods in March? Maybe that's the day when I'm sorry, I have 150 thousand pieces to give you in a few days.

That is to say, in the most basic link, you must first realize the pparency of information flow. It is pparent from the past to the later, from sales to supply chain and the whole process of commodity management. Only in this way can we meet the demand and achieve efficiency.

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In the supply chain of urban beauty, we adopt the 433 mode. This mode will place orders for every season of our products through 100% of the raw materials, 40% for the gentleman, 30% for the semi-finished products, 30% for the raw materials, and to push forward the supply chain management in this mode.

When the market reaction is good, I will continue to turn semi-finished products and finished products into products. When the market reaction is not good, we find an important information. When we are doing underwear sales, color is very important to us. Consumers often do not like this style but do not like this color. I have 30% semi finished products without color. When sales management is not good enough to sell, they can be sold through color change. If there is still bad raw material, 30% of the raw materials, many of the products are lace, lace and shoulder straps. Through a little change, it is a new product and can be sold.

After making B2B, I made a B2C. What did you say about Sha Sha? I said I was responsible for the electricity supplier. I also made Tmall, Jingdong and vip.com. Today I would like to talk about our official mall called "member mall". Why do we call it this? We need to clarify our Mall location. When we are doing our own official shopping mall, there is often a problem that I have no traffic and no one has visited, and no one has formed a purchase on it. Everyone is in Tmall, both in Jingdong and vip.com.

But you have overlooked one point. I have thirty million members under the Internet. Although these members are not willing to spend on the Internet, she is willing to exchange points and gifts online, and hope to draw extra rewards on the Internet.

What can we do in the traditional membership management is to send micro letters, call or send short messages? Can you put your thirty million members on WeChat platform? Instead of making our official website into our member platform, when thirty million members purchase on it, in fact, when it has integral exchange and integral management, it has already completed the sale on the official website.

We will say that integral management is a very interesting concept. Our points are exchanged so that we can buy 100 yuan for 100 points, 100 points for 1 yuan, you buy a product of 1000 yuan for urban beauty, and 10 yuan for cash, which is of interest to consumers. He is not interested, he thought it would be better to give me a discount.

I said 200 points can participate in the 50 percent off purchase on the platform, digestion 300 points can buy 60 percent off, effective? Because 300 points and 200 points only two to three pieces, but can participate in 50 percent off and 60 percent off sales, she will be very happy, because she got her rights and interests.

Why don't you sell 55% off on Tmall instead of selling on this platform? When my boss told me that if Sha had total 3 billion points and changed to cash, it would be 30 million.

I said I was too happy, because the 3 billion points can bring us much benefit and help, depending on our perspective of customers.

I told you, there is no coincidence.

Because every time I sell a single message, I can enter the platform, and I can see that there are 30 million members in my line. My coincidence rate is only 1%. We seize the share of other brands and prove that we are no longer a bonus to eat our offline platforms. Otherwise, we will not do electricity providers. Why? Because the essence of business is to make money. If you can't earn more money, your meaning will be gone. It's just that someone else is talking about the Internet and I'm going to do the Internet. This business mode will not last long.