Urban Beauty O2O Dry Goods Open To Create An Internal Taobao System

It was only in February 2014 that it really launched its own business.

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Of course, I do not think it is good enough last year because we only got 1.5% of the sales performance under the line last year, accounting for about 1.5%.

Last year there were about 7 billion retail sales, but less than 1 hundred million online.

We expect to achieve about 3% this year, that is, we will double or quadruple it on the basis of last year.

Now we have an opportunity. In the first six months, we saw a phenomenon that our sales performance in the first six months has reached the sales performance of last year.

This gave me a good point of inspiration, that is, why companies on the line dare not step out of the electricity supplier, where are our obstacles, and what preparations we should do to do this and what to do.

Do electricity providers do not affect the offline shop, double 11 line shop pactions can double.

I want to make an introduction to the urban beauty. The city beauty is the largest female underwear enterprise in China. By the end of last year, we had 7026 shops, including a Ordifen bought in March.

Because we have more than 7 thousand stores, we are thinking, if we do what kind of pressure the electricity supplier is facing, what impact will our franchisees and customers and market sell? Can every more than 7 thousand stores continue to run every year?

Let me feel relieved that in February last year, the opening of the electricity supplier shop, opened shop on Tmall, and then on various platforms to open shop.

Last year, with the rapid growth of electricity providers, we opened 1200 stores, and the same shop grew by more than 20%.

That is to say, I did not affect the development of the offline business, and at the same time, the performance of our store increased by 45% compared with that of last year.

These things are very interesting. I want to share my mental experience.

In fact, before I was an e-commerce provider, I visited many of the older generation of e-commerce providers.

At the same time, I also visited some offline enterprises. I once made an electronic business and later gave up. The owners of these enterprises discussed what problems we were facing, and made the traditional brands under the line to do business.

Where is the marketing channel for consumers?

Why do urban beauty make electricity suppliers because we want to clear inventory, or we can not grow, or for what reason, I don't think so.

Rather, our consumers now have an e-commerce platform as a channel for sales, so I should go to this place. I should pull these consumers, because many consumers will choose this way of shopping.

Including the urban beauty, the store opened to the county town and opened to some villages and towns.

We have opened shops in some prosperous villages and towns. We have made a point that when the consumers are there, I will open the shop.

Including China's 7 thousand communities, after we conducted a comprehensive survey, the current community store opened nearly 1 thousand stores, and the effect is also good.

Online, offline, product management, promotion management and membership system.

Why did the urban beauty enter the electricity supplier platform until last February? That's because we are not ready.

Because I saw many good friends, many clothing enterprises, when not ready to enter the electricity supplier, resulting in online and offline conflicts, resulting in customer management problems, in fact, there is no way to provide the best customer experience, service experience and product experience to consumers.

So we made an action. In 2012, we made the pformation of the whole ERP, and put the whole store on the POS system, so that the company can keep abreast of the sales situation, stock situation and the structure of all the stores.

In 2012, we carried out the B2B pformation platform. We built an internal Taobao system, so that all the franchisees no longer used the futures system to order. The clothing companies traditionally used the futures order system, ordered the goods 9 months in advance, then fixed the goods to the stores.

We have made a very important move, the national stock sharing, any store, any warehouse, whether in Tianjin warehouse or Shenzhen warehouse, or in Chongqing warehouse, our goods are shared.

Through the sharing of goods, we can provide the most complete supply of goods to customers and stores across the country.

In 2013, we carried out the CRM pformation to get through the unified management of more than 3 million members.

After the unified management of members, we carried out the pformation of affiliate marketing. Through member management, we got through the interaction between members of the franchise and the direct camp, not just all members in individual shops, but formed a comprehensive overall membership marketing.

On this basis, I think that we have the conditions to do business, so in 2013, we built a team, set up teams, made preparations, and made all the management systems. In 2014 February, we began the business journey.

And in the process, we made a few moves, which are also very interesting.

The first move, before we do the electricity supplier, we have been brewing for a whole year to do propaganda. Every time we talk to the franchisee, can we refuse the electricity supplier? Can I not do the electricity supplier?

After several rounds of conference communication, we first broke the psychological conflict among franchisees. They thought the electricity providers could do that. They were most worried about the discount problem. OK, I know what the biggest problem is.

Franchisee asked Zheng Zong, do you do business, I have divided, whether there is interest, I said yes.

If you share 30 million members, we can share benefits as long as members buy everything.

As long as I have a penny to earn, I will give you a part of it, no problem, because we are not making money today or $two, but from the overall development of the brand, and finally get the recognition of the market, so we made a layered system.

If online, every member buys products, and even the products purchased by traditional members, there is a settlement system within our company, which can give him a certain profit sharing mode.

Of course, this is a very complicated computing mode, but now it is a good thing to do.

At the same time, we have made a unified sales promotion management system. This unified sales promotion management system is that when we do every activity on every business platform, every promotion, every big brand day, including these brand groups and so on, I will propose to all franchisees on the internal platform from the last week to the 15 day.

Tell them what kind of marketing activities we will take in the next week or the next half month and what marketing strategies we want to make. We hope that all our offline stores will make some corresponding appeals with us.

This effect is very obvious, last year, "double eleven" we have done an activity, we know that the "double eleven" activities are very helpful to online sales, that line has made more than 1 million.

The result is that the performance of all the stores on the offline has doubled on that day. This is very interesting and interesting.

So from that day on, I will take advantage of this opportunity to publicize all offline partners. If we can take advantage of online activities such as "3.8" and "double eleven", if we can interact better, we can bring very good sales results, including bringing good results to the offline industry.

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Of course, in this process, control is very important. How to make this kind of activity interact with the sales method and offline, so our internal B2B platform plays a very important role in the process.

Because franchisees have to log on to the platform every day, he will see every activity and strategy of the platform every day.

Therefore, the view of urban beauty is that consumers are one. He buys in different places and different areas. The state of his life determines the consumption pattern.

Sometimes he may go to the store, sometimes he is very busy, so he takes the shopping of the electricity supplier.

Sometimes, when it rains, it can't go out when it's windy and rainy, so he adopts some shopping methods of the electricity supplier.

But on Saturday and Sunday, he would like to go shopping with his friends and friends.

For our traditional enterprises, branding, what we need to do is to provide consumers with the best shopping experience and shopping experience, whether it is shopping on the electricity supplier or offline shopping. This is very important.

Our stores, including our platform, are doing this, including the unified management of products.

We have integrated management of online products and offline products, not that I cut it, this is the online product, which is a product under the line, not like that.

Over 95% of online and offline products are exactly the same.

Even we have introduced another concept, that is, online money is allowed to sell under the line. After launching this activity, the effect is very good.

We launched 20 models in the first half of this year. These 20 models are classic under the line. We decided to sell them online.

But the offline stores can also order the goods, but these items must have different activities. You must accept the instructions of the activity.

What's the good result? I found that the order quantity of this batch of goods has been greatly improved, which has reduced many costs.

In fact, we are doing something like this, no matter online or offline, discount, activity, commodity marketing and operation are all the same.

In fact, in our company, because we have achieved a single piece picking system, and other clothing enterprises may be different.

Most of the other garment enterprises have adopted batch production and shipped in batches.

A product is a box, or a dozen, or what kind of way, because it is the original futures do well.

Because we take the single pick mode, what we sell last week, what we replenish next week, our logistics system is fully in line with the mode of electricity supplier.

How do we make a picture of online and offline integration? From birth to sale, to the next shelf, promotion and so on, we have a full band management mode.

At the same time, we are going through the spot mode. We control the entire supply chain in an all-round way. We are running the "334" order management mode, 40% of the products are finished products, 30% of the products are semi-finished products, and 30% of the products are raw materials.

Through the management mode of these three sections, we can quickly manage the goods and produce and sell goods. In this way, I can quickly reflect the opportunities brought by market sales.

In addition, we have a member's life cycle management. We use members' management mode and use various marketing tools to interact with members. The following are all platforms, including stores, Internet, mobile terminals, communities, CC, all of which are my platform, and I do all sales through these platforms.

We will have promotional management, diversified promotions, and branding sales. This is probably about a picture of goods and membership management and marketing between online, offline, electricity suppliers and traditional stores.

"Information", "big data", the internal push of brand building

We think that the electricity supplier is also retailing, and the electricity supplier is also a new sales mode.

As we are concerned, electricity sales are expected to account for about 3% of the group's share.

But I think we expect it to reach 15% to 20%, because the boss of our industry, the boss of the world, has done close to 50 billion last year.

The data I got last year accounted for about 15% of the sales of electricity suppliers and more than 15% of sales opportunities.

Because urban beauty is not only the largest underwear enterprise in China now, we should also be the largest underwear manufacturer in the electricity supplier. This is our goal.

The important step we are making is information construction and internal driving force.

Because as a traditional brand under the line, if you want to do well in the electricity supplier, if you rely solely on marketing channels and marketing methods, I think there is a problem.

Because I communicate with a lot of business owners, their thinking mode, sales model, purchasing mode, supply chain model and product management model are very different from the management mode of our traditional brand business. This difference has great difference from the beginning of the supply chain to the channel management, including the purchase, including marketing, brand, all things are not the same.

If we are the traditional offline enterprises to quickly promote the development of e-commerce, at the same time to avoid line and line business conflict, it is very important to do a big action and a relatively large pformation of this information construction.

We are now a comprehensive strategic layout. In order to achieve a comprehensive strategic layout, we have made changes in logistics. We built three logistics warehouses in Tianjin, Chongqing and Dongguan. All the logistics warehouses have realized single batch picking up, including the ordering of electricity suppliers, the ordering of customers, the realization of single shipment, and the rapid turnover. It is fully automated, not manual, and we are doing automatic sorting machine mode.

My understanding of Tmall, Juhuasuan and Taobao is about these points.

But I really put more energy into the electricity supplier this year, giving help to the two sectors, one is goods, the other is logistics.

There are more efforts on the commodity, how to help the electronic business team to set up the product planning, and of course, the marketing of the electricity supplier, I don't think much research is done today.

If I understand from my point of view, Tmall is a comprehensive service marketing oriented consumer business.

And Juhuasuan, I think it is event marketing, not discount marketing, is the event marketing brand day marketing, attracting various eyeball marketing mode to promote the brand in Juhuasuan, in the development of the Amoy system.

How can we attract more people to urban beauty, pay attention to this brand and build more consumers' stickiness?

Taobao is the consumer stickiness based on product marketing, Juhuasuan's three Guan Jian words, brand appeal, efficiency and scale.

At the same time, Taobao is based on C2B mode, data acquisition, personalization and wireless terminal mode.

Finally, Tmall's words are undoubtedly a very important platform, because we are from the platform image, nine brand strategy, I believe in Tmall is a very important channel.

In this respect, I didn't spend much space to do PPT. During my two years' cooperation with Tmall, I felt very deeply in cooperation with Juhuasuan. This team is very dedicated, and this team is helping enterprises to think about how to do better in Juhuasuan.

It's not about the relationship between simple businesses and platforms, because I'm familiar with them. I think he is more professional than these brands.

Their understanding of the industry has a lot of unique insights into the whole marketing strategy, so I learned a lot from them.

It is hoped that with the help of Tmall platform, Juhuasuan platform and Taobao platform, the overall marketing of urban beauty can be better developed.