Mark Ed Phebe, Others Take The "One Step" Line Of Wisdom Store.

Men may never understand women, why buy and buy in Taobao, go shopping, or continue to buy and buy.

The joy of shopping is not experienced by online chopper.

The product richness is not satisfied with shopping. Intelligent stores just offer a solution.

When the consumer tries to wear the smart screen before the store, through the Internet of things identifier, the big screen can automatically identify the merchandise ID, not only push the model trial effect synchronously, but also present product introduction, evaluation, related collocation and so on.

When stores appear lack of color, broken code, consumers can sweep the two-dimensional code on-site scan.

Tmall flagship store, to achieve store order, online delivery, can also enjoy online marketing activities synchronously.

This is

Brand Mark Ed Faye's offline wisdom store.

During the 618 year of this year, Mark Ed Faye launched the first new retail intelligent store, and the proportion of online self ordering or delivery was 3 times that of the same period last year, and its sales increased by 300% over the same period last year.

According to the world clothing shoes and hats net, this year's double 11, Mark Ed Faye's 100 Tmall intelligent stores will also realize the simultaneous marketing on line and offline, and online orders will be shipped near stores.

They have completed the "three links" with Tmall, that is, pay through, merchandise and membership data access.

Another 5 2 version of the smart store will interact with consumers through smart screens and complete online and offline drainage.

Over the past few years, more and more brands are opening up a channel change. Mark Ed Faye can be said to be one of the best.

Yang Kuntian, founder and CEO, is a marathon enthusiast at the age of 40.

In every running, he clearly felt the infinite pain of muscle soreness, and Pondering over how to keep running.

"Pain is inevitable.Suffering is optional." is probably the most brilliant generalization of the marathon race, which is also written by Japanese writer and Haruki Murakami, a marathon enthusiast, "when I talk about running, I talk about something".

Because running brings physical pain, of course, is the most superficial.

In 2012, domestic clothing brands had large inventory crisis and brand aging problem.

Mark Ed Faye is also inevitable.

Therefore, since 2013, Yang Kuntian has launched a campaign of brand upgrading, younger trend and channel pformation within the field of mark Hua Fei.

The next few years brought him lots of pain.

Until 2015, the turning point came.

After several failed tests, Mark Ed Faye began to practice internal strength. On the one hand, he standardized the basic data and processes through IT technology, then realized the connection between internal and external processes; on the other hand, he promoted the RFID project in an all-round way.

And when these infrastructures are completed, Yang Kuntian may have found a way to run on the marathon track of brand pformation -- working with Tmall to focus on the new retail business.

"New retail is endless. It will always go forward.

It's like running a marathon and running forever. "

Take a step ahead of others.

In private, Yang Kuntian is not a tough CEO. He is dressed in cool black sweater, dark blue jeans and a fashionable fan. But when pushing forward the big strategic adjustment and project, he shows himself as CEO's decisiveness and advance strategy.

In 2008, Mark Ed Faye tested the water business and became one of the first brands of electric shock.

At that time, the development of e-commerce is still in its initial stage.

When everyone inside and outside the company was against it, although Yang Kuntian clearly pformed the cost of traditional thinking, he still decided to strengthen himself and act arbitrarily.

In addition to his own changes, Yang Kuntian has a bigger vision. He also wants to be a pioneer in the fashion industry.

This is not only reflected in the original gene as a fashion brand, it must predict the fashion ahead, judge the trend, and respond in time.

In Mark Ed Faye, closed brainstorming is a regular meeting. In his office, the shelves of two walls occupy the focus of attention.

He likes to capture new industry trends, changes in external environment, and often study the model of benchmarking enterprises.

More often, he will run to shopping mall and feel the channel changes in person. Go to Silicon Valley and Israel's Innovation Lab to see whether the latest technology can bring new inspiration to the electricity supplier and brand management mode.

"It seems that it is far from traditional industries, but it will soon be used.

New technologies and applications will pform traditional industries. "

Therefore, in 2012, when the traditional clothing brand collectively faced inventory crisis and pformation problems, Mark Ed Faye quickly adjusted and formulated a strategic framework after a year.

At that time, Yang Kuntian believed that the mobile Internet would be a big wave in the next three years.

Based on this, Mark Ed Faye mainly did several things.

First of all, in mode, gradually increasing the proportion of direct business and electricity providers directly touches consumer demand.

Today, franchised, direct and electricity suppliers are three points in the world. In the future, they will expand the proportion of the latter two, and promote a high degree of integration between offline and online channels, so as to achieve full channel retail upgrading.

This is a fundamental step in retail sales.

Second, upgrade the terminal system of the store, strengthen the management of CRM members, and collect the terminal data more accurately.

At this time, the strategic model of fan operation and social operation began to appear.

By 2015, there was a department in the interior of mark Hua Fei, the fan operation Department, which was promoted by young post-90s to promote the pformation of mobile Internet.

Finally, changing organizational form, introducing systematic management mode, starting contact with rice Sheng philosophy, learning "ameba" business, and building Mark Ed Faye management philosophy.

Looking back, embracing the mobile Internet is one of the decisions Yang Kuntian believes is right.

In addition, he believed that at least two things were done.

In 2014, Mark Ed Faye formally began to practice the whole channel of O2O, calculate the internal and external interests, think about the possible shopping scenes in the future, and cooperate with Tmall in 2016, focusing on the new retail business.

Trial and error before trial

Strategy is the first step.

If Yang Kuntian sketches the pformation of Mark Ed Faye's channel, then Zuo Jingdong, the general manager of the current electricity supplier, will be the mainstay.

In March 2011, Zuo Jingdong was recruited as IT director.

After that, he was responsible for building the ERP system, membership system and other infrastructure, and completed the upgrading of the brand information. He also became the Reshake brand leader of the brand and served as general manager of the electricity supplier in January this year.

This allows Mark Ed Faye's e-commerce team to have the innate condition of integrating traditional brands, e-commerce and IT technology.

Because of the popularity of e-commerce and mobile Internet, Yang Kuntian perceived that consumers' shopping habits are being changed.

After several days of closed door meetings, Mark Ed Faye's top management team discussed 36 possible consumption patterns in the future.

This includes the online retail order, offline delivery, online order, store self mention, lifestyle collection shop and so on.

It seems that the practice of O2O is all in hand.

Mark Ed Faye carries out the system of division of business, each brand operates independently, and the information technology team provides unified services.

The new gentlemen men's wear that owns 100 offline stores is the first to change. Try to realize O2O through the Tencent micro shopping platform, and solve the sales loss of stores' lack of color and broken codes.

According to Huang Dongsheng, the project leader, through the docking of micro shopping platform and Mark Ed Faye's internal system, basically realized the synchronization of goods including shelves, online ordering, store delivery or self mentioning, member interoperability and other links.

The system has cleared up, but the biggest problem is, half a year ago, from the business results, brand sales have not increased.

The first full channel O2O test water gradually withdrew from the stage.

RFID, we need to burn money.

Despite the wall, it seems to Zuo Jingdong that this is still an important milestone in the whole channel.

"We all know about O2O and verify the correctness of decision making, but we still need to further build the road."

Mark Ed Faye's 2015 was a year of real practice.

In front of Zuo Jingdong, it is still a question of how to "pass".

First, Mark Ed Faye launched the Oracle ERP system and integrated ERP with different systems to complete data integration on various chains, including consumer, merchandise and store portraits.

That is to say, in the future, all channels and brand information will appear in the form of standardized data and be kept uniformly in the background of the system.

Second, realize the standardization of the whole process.

It connects not only internal electric business, direct business, affiliate sales process, but also with partners in the ecosystem, including distributors and OEM factories.

With data base, process standardization can produce higher operation efficiency.

The on-line business of ERP has realized the integration of business finance, combing the accounting logic of online and offline business and franchise system, realizing profit sharing and opening up commodity flow, financial flow and membership flow.

And truly triggering left Jingdong thinking about how to achieve data value is a technology Yang Kuntian personally promoted - similar to the ID card RFID chip.

At this time, the prototype of Internet of things and intelligent stores began to appear in his mind.

In November 2015, Yang Kuntian came into contact with a RFID technology service provider.

He discovered that this popular technology already used in other industries or international brands is rare in local traditional clothing brands.

He boldly concluded that this is an irreversible industry trend.

Through RFID, we can manage the commodity life cycle and visualize and process the whole process.

In fact, in the future, this is proved to be the essential hardware technology and infrastructure for clothing brand to practice new retail.

To promote RFID application involves logistics, stores, information technology and other links, encountered many obstacles in the middle, and also need to invest a lot of money.

Like the test of water business in 2008 and the painful pformation in 2013, Yang Kuntian once again showed the firmness of policymakers.

"Even though many people still think this is burning money, they still have to do it."

In the winter of 2016, the technology was applied to all the commodities of Mark Ed Faye, the main brand.

Yang Kuntian was excited about this.

According to him, before each piece of clothing enters the warehouse, it should be disassembled and tested with a scanning gun. Now the entire logistics link can be completed through RFID equipment such as intelligent channel, and logistics efficiency has been improved.

In stores, inventory checks are needed every day, and now RFID mobile scanning guns can be completed in 5-10 minutes.

The accuracy of purchase and sale data lays the foundation for new retail channels.

But with technology and ideas, it has tested many intelligent hardware, and Zuo Jingdong has another problem - no corresponding solution provider has been found.

Use one week to launch smart stores.

Based on platform attributes, Tmall is gathering more and more technology and hardware providers.

Tmall's new retail brings new annotations to Mark Ed Faye.

Through the open ecosystem of Alibaba, Mark Ed Faye pformed the IT infrastructure in an all-round way.

During the last 618 years of Tmall, Mark Ed Faye only spent a week to realize the synchronization of the following lines of clothing Tmall, opening the first step of cooperation with ALI.

The same year, double 11, the full channel O2O mode has undergone the test of big promotion.

On this basis, this year, Tmall 618, Mark Ed Faye's first new retail wisdom store soon landed.

Every item in the store is equipped with RFID. After consumers try on it, stand in front of the smart fitting mirror in the store, through the identification device of the Internet of things, the big screen can automatically identify the merchandise ID, not only push the model trial effect synchronously, but also present product introduction, evaluation and related collocation.

During the period, sales increased by 300% compared with the same period last year, and the delivery rate was 88% within 24 hours based on the delivery of stores.

Thanks to the digital pformation of stores in 2016, Mark Ed Faye and Tmall.

Mark Ed Faye, all the shop assistants installed unified Kon store cabinets client to achieve online order and store delivery. The average delivery time increased to less than 5 hours. At the same time, when consumers shop online shop, there is a lack of color and broken code. The on-site scanning of two-dimensional code can enter Tmall Kwafi flagship store, achieve store order, online delivery, and enjoy online marketing activities synchronously, thereby greatly reducing the attrition rate of consumers.

For offline stores, online data access not only effectively filled the SKU of stores, but also promoted the linkage rate of commodities through related recommendations.

Zuo Jingdong likened the new retail system built to "organism". "Intelligent store is like a sensory system such as human taste and touch. The whole channel is like a circulatory system. Information flow and logistics, capital flow are like blood in blood vessels. Big data is the brain".

Just because users get through this, they have quickly accumulated and screened tens of thousands of core members.

It is worth mentioning that new retail has also begun to feed back the efficiency of the whole value chain.

In Yang Kuntian's plan, on the one hand, with the help of Tmall's data bank, we can penetrate into the consumer deeply, promote commodity planning and brand upgrading, respond quickly through flexible supply chain, move on demand, sell products and even customize them.

This can effectively improve the efficiency of inventory turnover; on the other hand, from the traditional department store and shopping center's franchise mode, it has been pformed into a cooperative and direct business innovation channel cooperation and direct operation mode, forming a commercial retail model based on "pushing goods", and further merging with the electricity supplier.

At present, Mark Ed Faye online and offline teams are independent, but accounting methods are highly integrated.

In addition, online and offline synchronized products have achieved visual integration, teamwork and collaboration, and unified operation to maintain the unity of brand style.

"The whole channel is not only the integration of channels and products, but also the integration of organizational structure, which is the whole channel of the whole value chain."

Yang Kuntian concluded.

More interesting reports, please pay attention to the world clothing shoes and hats net.