Semir Electric Business Outbreak New Way: Full Channel + Fast Fashion + Multi Brand

2012 fall

In 2015, it won 1 billion 760 million of online business and set a target of 3 billion online sales this year.

Semir has been established for nearly 20 years, where does the power of electronic commerce come from?

It is understood that although Semir touches the net late, it has a unique understanding and positioning of the electricity supplier. It believes that the value of the electricity supplier is not sales but reshaping the brand. The core of the whole channel is to reach users rather than the so-called "online and offline" unification.

Recently, Shao Feichun, general manager of Semir electric business, said that the ability of the brand to win the traffic in the electronic business platform, such as sales promotion, is just a representation. The operation behind the brand is the core of the electricity supplier business, and from this, it has shared the business experience of Semir.

All channels: irrelevant online and offline only contact users.

Reporter: Semir has been established for nearly 20 years, but the electricity supplier started in 2012. What is Semir's position on the electricity business?

Shao Feichun: the use of brand electric business is phased, first of all is clear inventory, stock sales still maintained rapid growth only started online and offline the same price.

Semir started relatively late with the same brand of e-commerce. But from the beginning, the location of the electricity supplier is clear. It is not only a channel, but we hope it can reshape the brand.

Young vitality.

70 and 80 after the functional requirements of clothing more, but after 90 and 00 after the consumer awareness, fashion perception is better than the former.

When the target group of traditional brands changed from 70 to 80, there would be a fault. The brand did not know how to dialogue with the group of consumers.

But the electricity supplier can well contact with consumers, so that after 90 years feel that 20 year old Semir is also very young.

We will do some IP, net red marketing, such as cooperation time and space Hunter game.

Let consumers feel that Semir is a brand that keeps pace with the times.

The entire Semir system line has 1 million customers entering the shop everyday, and this number is hard to achieve online.

Reporter: what is the layout of the whole channel for Semir? How should the various channels be integrated?

Shao Feichun: the whole channel of traditional meaning refers to the integration of channels and offline channels, but this is based on the brand perspective.

From the point of view of the brand, wired and offline, if standing in the consumer's perspective, it is only purchased in different forms, there is no difference between online and offline.

So my understanding of the whole channel is: at any time the consumer wants, wherever he wants, he or she wants the equipment to serve well in the channels he or she wants.

In terms of unified management, first of all, Semir will unify the online and offline brand image, so that all consumers' channels will be consistent with Semir's perception. Secondly, we are preparing to open up online and offline membership systems; finally, we hope to achieve the delivery of terminal stores.

The whole process of Semir needs to be carried out from inside to outside, because there are more stores in the franchisee mode, the difference between the national channels is very large, the acceptance degree of the Internet is different, and the delivery cost is also different.

Reporter: the biggest problem facing the store delivery is the inventory under the unified online and offline.

Shao Feichun: many people feel that the whole channel is the goods that can be issued under the line, but this is just a representation. The final state of the whole channel will be like this. It does not mean that this is the connotation of the whole channel. The connotation of the whole channel is to pull back the consumers, the key is to let the consumers recognize the brand.

Some brands are all channels.

Consumers can shop online without delivery.

But now it is no longer a shortage of goods, consumers are not you do not buy, the store is out of stock will go to the line to buy? Must go to the next door to buy.

Now many of the scenes from the brand point of view are very complete, but consumers do not think so.

Reporter: you mentioned the management of affiliate mode just now. How does Semir weigh itself when considering joining and self running mode?

Shao Feichun: direct battalion is easier to achieve unification. The company directly manages and stores have the same professional ability.

There are many agents in the franchisee mode, and the management level varies from place to place. The professional ability of franchisees is also very different. For example, some companies that have annual sales volume of several hundred million, some are only husband and wife shops. If forced unification, they will only become image projects.

Is unification necessary? The Chinese market is very large, and the characteristics of consumers are different. There are differences between the north and the south, and the inland and coastal areas are different.

Of course, we will attach importance to training in the franchise system, support agents, and try to make the agents professional.

One of the most important capabilities is the planning ability of commodities.

Fast fashion: product plan + data decision

Reporter: how to understand the commodity planning capability?

Shao Feichun: in the commodity plan, there are enterprises, seasons, styles, and so on. The planning ability determines the quality of products and the later sales directly.

Tao's brand learning ability and operation ability are very strong. When the scale is small, the boss's personal ability can support the whole team. But the essential reason for the slow development of the brand in the past two years is that after the scale has been made, the team's commodity planning ability has not been fully adjusted.

Commodity planning capability is internal strength, and it takes a long time to accumulate, which is different from the so-called promotional factors.

The product plan is based on consumers, understanding market changes, analyzing market capacity and competition pattern, and has a very complete system inside Semir.

With the progress of technology, the cycle of planning is becoming shorter and shorter.

Reporter: so the current situation of fast fashion needs flexible supply chain support?

Shao Feichun: you can understand that, but I don't like this word very much.

From the point of view of industrial production, there must be scale and efficiency, and flexibility will solve the problem of individuation.

Simply talking about personalization is not enough, because factories face inefficient orders.

Now most of the so-called flexibility is to look for small factories to produce. This will bring many problems, such as quality and standardization. Under different production lines, even a brand has different colors of clothes at different times.

The real flexible supply chain is not a mosaic of production at multiple time points, nor is it a small factory OEM. It relies on the support of information system and the protection of professional teams.

Reporter: what are the specific ways Semir promises to quickly iterate products?

Shao Feichun: besides the ability of commodity planning, the second important ability is data decision. Our internal strategy is to make people who can hear guns and guns make decisions.

One thing is according to the traditional enterprise mode, the reporting cycle is too slow. We will use the data system to allow grass-roots employees to feedback information and provide the opportunity for the grass-roots employees. After all, he knows best about the situation in the front line, rather than letting the top leaders make decisions, so that not only the decision is accurate, but also the process will be very fast.

Multi brand: two product lines + two development directions

Reporter: what stage is Semir's multi brand strategy? How do you understand the brand matrix now?

Shao Feichun: big and small, but small and beautiful.

(1) to occupy more market share by large and whole.

Balbala is the first child clothing in China, but the market share is only 4%~5%, indicating that the brand concentration is very low.

We will expand the category of Barbara and Semir and make them bigger and bigger, such as Semir's launch of shoes, bags and so on this year.

(2) use small and beautiful to ensure personalization.

Small and beautiful brands can meet a particular group of people or specific needs.

There are two ways to expand the brand breadth, namely, self creation and merger, which are divided into different professional teams.

In addition to the above two dimensions, we also have two product lines, Barbara maternal and infant industry group and Semir adult wear.

Among them, mother and baby are not only Barbara children's clothing, but also the group of young mothers, because their value is not only for mother and baby, but also for their husbands to buy things and buy things for their parents.

Therefore, we are going to cover the whole chain of young mothers' consumption, besides children's clothing, early education and children's Shopping mall.

Reporter: from Semir's earnings data, you can see the importance of mother and baby, but there are many new platforms and new gameplay in this field. What is the advantage of Semir?

Shao Feichun: now a lot of platforms that focus on mother and baby are more of a channel platform. We are a content platform, producing brand and commodity content. The entry point is different.

The advantage of the Internet channel platform lies in its strong marketing ability. But from the aspect of content production, we know the users better, and the professional ability of the team is stronger.

Reporter: Semir adult wear this year, launched a few pure online brands, origin, early textile, etc., for different brands locked channels, Semir's judgment basis?

Shao Feichun: online brands are developed according to the characteristics of online consumers. They may be closer to 00 after the 1990s. At the same time, we will also determine which categories are suitable for online.

At present, each brand line has its style and location, such as Korean wave, business and so on.

These brands may not always be online, but teams have to decide what to do first.

Reporter: at this stage, Semir is still increasing its brand in every electronic business platform, but it seems that the traffic dividend has been saturated. Does Semir have the intention to develop its own platform?

Shao Feichun: we are also preparing, but not the mainstream business.

Our content producer is like opening a shop. Is it not important for me to cover the shop? I can only serve the customers well.

The brand bonus does not show that extensive marketing is a turning point that needs to start meticulous operation, no matter it is used. It needs to shift from epitaxial growth to internal growth and improve the conversion rate through new methods.

Previous traffic is concentrated on a certain activity page, and then guided to a certain brand; now mobile terminal lets traffic fragmentation, plus community, etc., we can not pull to a certain battle field to knock, everywhere is battlefield, now the key lies in good, attract users' content, even if the page is more beautiful.

When we had watermelons, we had to pick up watermelons. Now we have to pick up sesame seeds. This is meticulous operation.

Reporter: Recently, the way to compare fire is to broadcast live. How do you see the changes it brings to retail?

Shao Feichun: live broadcast is a good form. We are also building a fashion partner's plan, enabling the Internet to enrich the marketing.

Before we invited a lot of Korean long legs Obama to be the image spokesperson, but after all, the spokesperson is far away from you, a few times a year to meet fans, and hundreds of people can see him, not really close to the distance with consumers.

But live broadcast is different, the anchor is opposite to you, interacting with you.

Traditional marketing is marketing, such as asking a spokesperson. This content is far away from the product, but the live broadcast combines product, content and brand together to make the product more temperature.