BELLE Is Changing: Where Is The Young People, Where Is BELLE?

In the past six months,

In this process, a lot of sparks were produced.

Although it is not known whether the prairie can be formed,

Believe that

In 2016, Ma Yun proposed new retail.

For these three words,

Li Liang, executive director, first thought that the new retail proposal was more like a directional concept when it was first proposed.

Nowadays, through the exploration of different dimensions of the colleagues in the industry, its concept is constantly evolving and enriching, and it should be viewed from the perspective of open innovation.

Second, new retail is also a methodology.

The "new" word in front of retail gives us an opportunity to tell businesses that we must take a fresh look at traditional retailing. We must know what to do from the first principles and what retail links can do better.

Finally, in the practice of new retailing, each company should combine its own scenario and combine its core competitiveness to design its own new retail solution to promote the upgrading and pformation of the system.

New retail is by no means a panacea, but a potential person. It should be attached to or enhance the core competitiveness of an enterprise.

BELLE's advantage is its own business system is very strong, BELLE has 2 stores, 80 thousand shop assistants, can be close to users.

At the same time, there is a fast iterative and rapid response business system, and has been building a data driven engine.

As far as practical experience is concerned, BELLE believes that there are three key points in the success of the new retail pformation of traditional enterprises:

1., the determination of the leadership is that if new retailers want to succeed, they must change their original organizational structure and interest chain.

BELLE has been more resolute in this regard. It has shown great determination whether it is introducing high strategic Strategic Holdings or promoting data flow in the whole process.

2. talents. New retail needs cross-border talents who know both retail and technology.

After the marriage of Gao Ling and BELLE, BELLE has a strong attraction, and has been fortunate enough to attract many top talents in the industry. At the same time, learning by fighting and learning at the same time has also stimulated the potential of the original talents.

3., the security mechanism of the company is in the following respects. In this respect, BELLE's new retail and electricity suppliers, and related technology and talents, from the inside itself, is an able person. The core task is to help activate the traditional chain below the line, and the interests of both online and offline are unified and consistent, which is the premise of promoting the organizational mechanism of the new retail pformation.

The breakthrough is to do incremental business.

With determination, methods and talents, it only has the foundation of new retail.

Next, we must choose a breakthrough point.

For BELLE, business increments are needed.

Because a good way, if you can not have a positive impact on business, especially can not bring incremental, you can not see a closed loop effect, the value will be greatly reduced.

One of the most important aspects of BELLE's pformation since last year is the improvement of the electricity supplier system, especially the direct electricity supplier.

Over the past year, an integrated e-commerce system has been formed to achieve the "three links" of goods, members and services.

From the beginning of this year, BELLE's growth momentum on Tmall and other direct platforms has been growing well, up forty or fifty over the same period last year.

You know, BELLE has a lot of weight and it is not easy to achieve high speed growth, and this increment is a high quality growth under the premise of basically realizing the same price and the same price on the same line.

Therefore, once the online incremental capability is done, and the price system and goods will be straightened out, the unity of online and offline will be better promoted.

In addition, BELLE has also done the work of empowering the offline terminals.

BELLE has a large offline store and shopping guide, and products are not standard products, and this huge line team is a powerful guarantee for customers to provide a good experience.

But the terminal salesmen spend a lot of time and energy on trivial tasks.

So, BELLE helps salesmen learn to use advanced data tools to reduce burdens, then empower, and ultimately improve efficiency.

Not only cooperation, but also co creation.

BELLE began to participate in Tmall's first "double 11" in 2009, the impression that Tmall's "double 11" GMV (total commodity trading) was only about 50 million, BELLE made 2 million, accounting for 4%.

If this year's "double 11" BELLE can still account for 4% of the total, then I'm afraid it needs to sell $8 billion.

From this point of view, Tmall's growth rate is very fast.

This year's "6. 18", BELLE first took more than 100 stores and Tmall together to do online and offline interaction, from online drainage to offline, the effect is very good.

In September, with the help of the group to promote new opportunities, Tmall's new retail business explored a plan with BELLE's new retail department.

Eventually, BELLE's more than 1000 stores, more than 5000 shopping guides were involved, using nails and hand washing tools to pull fans down.

I remember the need to set up a new target at that time, because only thirty or forty days, BELLE's team said that the first thing to do is hundreds of thousands.

But in the final 40 days, 1 million 680 thousand of the fans were added.

This not only created a record of membership growth of BELLE group, but also took the lead in the brand cooperation with Tmall new retail.

Therefore, this year's "double 11" period, BELLE's 10000 stores and Tmall's new retail cooperation is a matter of course.

The cooperation between BELLE and Tmall is also very interesting, that is, the two party is not a pure Party A and B, it is more like a co creation mode.

Let's talk about a brand new thing, stand at each other's perspective, and focus on the user's perspective, how to create user value and how to improve efficiency.

Young people are most sensitive to fashion trends. Especially after the new 00 generation, they are born to the mobile Internet aborigines. They are only interesting and boring in their eyes.

They are strong in acquiring information and are more willing to choose.

BELLE hopes that young people in the workplace, BELLE should be in, they should serve them well.

For example, BELLE's sporting goods retail operations and service provider, Topsports, sells tens of millions of pieces of clothing and shoes a year, and has established links with the most active sports enthusiasts in China.

In order to find more opportunities for interaction with young consumers, Tao Bo has also established a professional competition team.

In addition, from the inside, BELLE can pfer technology and automation to technology through process reengineering, so that more resources can be tilted to product innovation, and more customers can listen to consumers' voice, and better serve consumers including young people.

BELLE is still trying to set up chips in shoes to catch consumers' reaction after trying on shoes.

"For example, there is a lot of people trying on shoes, but sales are not good.

The shopkeeper said that the consumers wore them.

After that, the strap is too long to fall down, and the designer changes it in time according to feedback.

Finally, this shoe has become the NO.1 style of spring this year, creating a sales of single product, tens of millions of products.

This is actually a partial attempt of BELLE in C2M mode.

The shoe is not a standard product. The foot is a very complex 3D shape. It can be measured more than ten dimensions.

But BELLE has been doing shoes for over 20 years, and has accumulated rich data.

So BELLE has already added dimensions of shoes to some brands, and has begun to make customized services step by step.

Of course, if we want to really achieve C2M, we need to upgrade the entire supply chain system.

In addition, in the process of new retail promotion, BELLE has been considering how to enhance its core competencies.

The industry is stronger.

Recently, BELLE introduced 73 hours and initial new designer brand, the original team creative, we help them do better retail management.

Therefore, how to fashion the future fashion and creativity with data technology is our important subject.

BELLE currently has three major business segments, with the exception of footwear business, sports business and clothing business, especially the sports business is developing well, connecting a wide range of sports enthusiasts.

Future,

We want to build a platform that focuses on customers and driven by data.

Ali had a word - because he believed it, so he saw it.

BELLE believes in this direction, so in the future, new retail will be promoted without hesitation.