Semir Electricity Supplier Shao Feichun: Semir'S All Channel Strategy

On July 28th, the 2016 thought enterprise e-commerce service conference, hosted by the think net, was held at InterContinental Shanghai Puxi Hotel today.

The theme of this conference is a word "harmony", which means cooperation, harmony and teamwork.

The meeting was invited to Cai Xiang, partner of Sai Fu Asia Investment Fund, Sun Yat net CEO Zhang Hongmei, vice president of Nan Xun software, Wang Yong, Yi Kun CEO min Jie, and Zhou Dafu, Lining, cotton era, left and right furniture and other enterprises.

The trader will give a speech.

At the meeting, Shao Feichun, general manager of Semir electric business, published the title "use".

Praise life -

The speech of the all channel strategy is as follows:

Shao Feichun, general manager of Semir electricity supplier: Hello, everyone, I just walked into the meeting hall to see so many people, I feel a little bit nervous. I know that everyone's hot days from the whole country to here must be full of expectations. I don't know what I'm talking about can not help you, because everyone is very hard to do business, how can we say something to let everyone go back to apply? This is very critical.

We want to give you some thoughts today, because every enterprise is different. There are some ways that can not be applied directly. If we can give you some thoughts, it is also my biggest achievement today.

Why do we use this topic? Let me tell you about this source. I remember that I had never entered the clothing industry before. I think the clothing industry is a tall industry, because we used to be in touch with costumes for various kinds of shows.

12 years, I came into contact with clothing, I entered the industry, I ran a lot of factories, and I was disappointed. I said how this industry is like this. Everyone went to China's clothing factories to know that they were very different from fashion. And we contacted many fashion designers, I said how to design, he said it was copied.

I have been in the garment industry for fifth years. I have some different experiences in the past two years, because now China has more and more technology.

China's economic development to this extent, our infrastructure is very good, but at home, especially in the mainland, we see many people in a pajamas in the downstairs residential area.

When you went to Japan, you know, a 70 year old Japanese woman who goes out to buy a dish will make her make-up very delicate.

Over the past two years, I have been thinking that clothing and fashion can bring beauty to people. So today I want to say from this point of view, if we can improve the appreciation of beauty for the whole Chinese people, then we are making clothes a tall industry.

Today, I will briefly introduce the Semir electric business. We all know that Semir is a relatively familiar brand. From Xie Tingfeng to the big apple of Korea, Semir has many brands, including Barbara. Besides, there are many brands like GM and so on. We have formed a brand of the team.

We can reach 3 billion of the sales volume of e-commerce this year. We have been engaged in electricity business for 12 years, and this year is fifth years.

Before we talk about the contents of the whole channel, share some of our views on the future. In the future, all works that do not create new value will expect robots and shared economy.

Why do I say this point? This view has a very big impact on the future retail format, because we know that after 70 or 80 generations, we are doing a lot of things that we want to make money and earn money.

But when we come out after 90 or 00, they will face a future. Many jobs are done by robots. Many jobs can be shared by the economy. That means that many people do not work. From this point of view, the whole consumption pattern will change. This is the first judgement.

The second judgment is the future content, that is, the product.

In traditional brands, they do marketing to do brand marketing, but products and content are far away. When you see brands, they are not in stores, and you can not buy products directly through the Internet. In short, they are completely separated.

We all know that content and products and brands are highly unified. Look at our live broadcast, you can see our brand. The live webpage is actually a content. He tells you about products through his life, and at the same time, when you look at this live broadcast, you can buy our products by connecting to our store. At this time, the brand, content and products are highly unified. In this case, the behavior of the whole consumer will be different.

The third is that the standards of the whole society will be greatly improved in the future. As I mentioned just now, our economy is developing at a high speed, and most of us enjoy a relatively low level of appreciation of the beauty, because we haven't had a lot of art lessons since childhood, and there is still a little bit of art class, no need to talk about music lessons.

So we have a lack of understanding in the United States. Now, after 90 and 00, we grew up on the basis of relatively good conditions. When they were young, they came into contact with beautiful things and contacted very good education. These things may not make him a pianist or painter in the future, but it is very important to appreciate his beauty. This will also change the format of our fashion industry.

After we have shared three judgments about the future, we will briefly talk about our thinking in the whole channel. The first is the conflict between online and offline, which is first mentioned in the concept of the whole channel, and the O2O behind it. As well as the commodity link members, etc., we find that when we talk about the whole channel in the past few years, most people think about the problem from the perspective of brand.

We are wired online, because the brand has two departments, the reason is that there is a conflict between the brand and franchisees.

If we think about it from another angle, we will think from a consumer's point of view. You will find that many conflicts do not exist. The angle of the consumers is very simple. A consumer can enjoy the best service of the brand at any time in any place with any equipment. He doesn't care about online or offline. You think you take a cell phone to go shopping on the road. At this time, the line is unified.

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Before talking about some conflicts, if you stand in the consumer's perspective, it does not exist. This is the thinking of the whole channel.

The whole channel of thinking is not simply to say that the goods in the shop, or the goods on the line, is very elementary.

The problem we talked about the first two years is that consumers go shopping under the line. He found a broken code and then used the mobile phone to sweep the price list. We sold the goods to you. We saw this as a perfect scene. But later, when we executed it, we found that the quantity was very small. Did you ever think about it? There is an angle of the problem. For example, a consumer came, so we did his business.

From the consumer's point of view, I want to buy a piece of clothing. If you do not wait for me to send it, he will go there to buy it.

In most of the domestic brand loyalty, it is difficult for consumers to form such a scenario. At this time, thinking of the whole channel can not stand in the perspective of enterprises, and must stand in the perspective of consumers. At this time, many ways of doing things, thinking angles and methodology will change.

The second is that we have just talked about 90, 00 after the consumer has made great changes, their acceptance of the consultation and cultural environment is different, their different from 60 to 80 after the pformation is not the same, they are revolutionary.

Once I was in the United States, and I was with a 90s. I found a very interesting phenomenon. He started throwing clothes every night. He threw clothes all day and he didn't want to wash them. Instead, I changed clothes and took them home to wash them every night. I asked him how to throw it away. He said I had to take it back to wash and it was very troublesome.

Because my economic condition may be better than him, but 100 pieces of clothes will not be thrown.

We find that this is the thinking of the two generation, which is related to the cultural environment and the environment of growth.

After 90 or 00, consumers are living in richer families. In fact, most children in China are rich in two generations. Why? Even if his parents are working, he will let his children lead a relatively prosperous life. Nowadays, children are going to go to college again. In this case, most young people are rich in the two generation.

We used to say that the rich two generation is a word of praise and disapproval. I am very optimistic about them.

It is not necessary for them to bear hardships like ours, because society is highly developed, and life is to make our lives better. After this generation of consumers came out, their consumption concept has undergone tremendous changes. In this process, how our brand dialogue with him is very important.

So his way of accepting information is different. You interact with him differently. You sell differently to him.

Under this background, we have made many changes on the Internet, like the popular net red now.

When we see these problems, we think that it is easy to see from the perspective of consumers.

I had a chat with a friend before the meeting. I said that we had invited Obama to be our spokesman. These spokesmen are different from our consumers. If you see these spokesmen, he will not respond. If you leave a message in micro-blog, he will not return to you. In this case, the stars are far away from us.

Like we did a live broadcast, we combined the world's good net red resources, and the distance between these net red and our consumers is very close. So we sell products and there is temperature. When you buy our clothes, we find that the clothes have temperature, so from this angle, it is found that it is very simple. This is a different sales way brought by different lifestyles of the new generation.

There is a game like time and space hunter. We can cooperate with them and get closer to them.

Now, on our line, 1 million of the consumers come to our store every day. We all know that 1 million online is a huge number. We have so many stores every day. When we interact, we have a good way to contact the brand.

In this process, we will engage in dialogue with consumers through some new means to make our brand closer to young consumers.

In the end, we hope that we can rebuild our brand online in the process of 1 million consumers, hoping to nurture online.

1 million of our customers will also go shopping, and they can also consume our products well.

When people talk about conflicts on line and line, you see conflict from brands, but not from consumers' perspective. Why is this the same brand?

Finally, I would like to talk about two core capabilities. The first is the operation capacity of commodities. The first thing I do is to do the brand. I think the brand development in the past two years is slower than the traditional brand. It is the difference between the brand and the traditional brand, because the traditional brand has been developing well over the past decade.

And the owner of the Amoy brand is thinking about the operation of commodities. When he reaches a certain scale, he depends on the team, but the team has no comprehensive operation ability. At this time, the operation ability of the commodity is very weak, which leads to the lag of his development.

The second is the decision making of data. In our company, there is a saying that you have to make decisions on the front line. We have almost 700 people in the market, and the scale is 3 billion per year. In this case, our scale is already like traditional enterprises, but we still have to maintain fast reaction ability. We must use the Internet means to operate this means. At this time, it is very important for the front-line staff to make decisions.

When you have many teams, how do you ensure the quick response ability of the team is very important.

We hope that in addition to the original line brand, we will open up resources, and we will open up resources. We hope to become a brand of the largest fashion content and form a fashionable industrial chain. We feel that the electricity supplier in China is just starting now. Every industry will have many opportunities at the beginner stage. Only if you stand in a relative future perspective, you will see clearly that you will be influenced by many factors in the process. We hope that through our efforts, all of us will celebrate our lives with fashion. Thank you.