Details Page Can Be Automatically Generated Era Brand Clothing Enterprises How To Rise

"Xu Zhengtai thinks that the world will not change. As a result, in the 1990s, a lot of BPS machines were very popular for his wife, so he had a lot of money for his wife to open a video box. He felt that with these, wealth would be guaranteed. ".

——This is a part of the movie "riding the wind and waves"

As time goes by this year, we all know that the video hall has already been replaced by all kinds of cinemas, and no one even wants the BPS for free. In fact, every year is different, but few of us will notice. People always think that this year is almost the same as last year, but it is not. This is especially true for the rapid development of e-commerce industry.

In 2003, Taobao was founded. The decade from 2003 to 2013 is a decade of rapid development of e-commerce, in which both large and small e-commerce have developed rapidly. It's like the grocery store in the early 1990s, which used to be everywhere. There are some shopkeepers who have more brains and become chain stores, which are now called chain convenience stores; some of them have more resources and become large supermarkets; there are a few who have brains and resources to do real estate. But more grocery stores have been eliminated. It's like e-commerce!

In the first few years, e-commerce is called "doing" TaoBao Later, some e-commerce companies started to be called "e-commerce" after they became tmall stores; some e-commerce companies developed into brand enterprises of a certain scale, with online and offline businesses, such as three squirrels and Inman. Apart from a small number of wholesale business, most of e-commerce is retail business. So ~ when the emerging industry of e-commerce has developed for ten years and is no longer "emerging", it has a new pronoun - new retail.

Of course, whether it is the old e-commerce or the new retail, its prototype is no longer emerging, but the new form.

Therefore, in the long run, the future scale is the core competitiveness.

With the power growth of the new retail market, although small markets and small businesses pour into the market in large numbers, they are not easy to survive. If large factories, first-class markets and brand merchants (scale and new generation brands) want to keep the mountains and rivers, they must transform and upgrade rapidly. Scale will become a necessary condition for the survival of this era of rapid development.

With a serious and responsible attitude towards all readers, we conducted a survey on the e-commerce market of about 1000 people.

Through research, we found that in the e-commerce industry, clothing The proportion of categories is the highest, accounting for nearly 30% of all categories.

In fact, this is not surprising. Clothing, food, housing and transportation are the four major areas of people's livelihood, and clothing ranks first and last. No matter from the perspective of enterprises, considering the huge industrial chain, or from the amount of people's life, "clothing" is a large-scale industry.

We look at the clothing category from the perspective of new retail.

First of all, there is a large demand from users, but now clothing merchants are seriously homogenized. So one of the main ways for clothing categories to stand in this circle is to start with styles and styles, and also need to appear in front of everyone at the first time, so as to achieve "preconceived".

But it's really difficult for the clothing category. With a large number of fashion styles, tight online activities, and the alternation of seasons, clothing e-businesses are too busy.

And this year's epidemic also shows us the trend,

Only half a year's off-line stores!

H & M: close all U.S. and German stores.

Gap: close about 170 brand stores worldwide.

Supreme: stores all over the world have closed down.

Nike: closed all stores in the United States, Canada, Western Europe, Australia and New Zealand.

Adidas: closing stores in North America and Europe.

Hermes: temporarily shut down all its 42 factories.

Chanel: closing its factories in France, Switzerland and Italy

All outlets in Gucci, Italy and the United States are closed

Nowadays, the environment is no longer necessary for people to experience offline. Online consumption has become the mainstay of GDP this year. The emerging social and new retail also let many small enterprises seize the wind. However, how can those big brand enterprises win in this fierce competition?

If a worker wants to do a good job, he must first sharpen his tools

Randy is a professional women's clothing brand chain store that has been operating for more than 30 years. This year, they met with a bottleneck. Through the recommendation of friends, they found us to help them solve some problems of online process, and improve the efficiency as much as possible on the basis of the existing.

In the past 30 years, Landy group has been one of the best-known brands in the industry, and has been following the pace of social development. However, for the entity based group, although it has already entered the e-commerce team, there are still many problems to be solved. Sometimes, what affects the survival of an enterprise may not be the problem of general direction, but let those internal problems The little things that run the company down.

1. Background of Randy group

Founded in 1989 by Beijing Yizu Clothing Co., Ltd. In 1991, the first Beijing Dongsi exclusive store was opened. In 1995, the sales volume of the company reached 10 million yuan. The brand went out of Beijing and went to the whole country. In 1999, it set up its own brand clothing processing factory. In 2006, it became a big brand in China, making it spread all over the country and towards the corporate culture of the world. In 2007, the company began to move towards internationalization and collectivization Development: it built a 6000 square meter Lanti building in CBD business district, with 100 stores in the same year; in 2012, it entered the international market, established overseas stores in Singapore, entered the Macao market, and opened brand flagship stores in Jinsha and Venetian in Macao; in 2016, landi Group officially moved from offline entity to online store, and opened Taobao flagship store.

After more than 30 years of steady development, Landy group has established a diversified and professional business direction of high-end brand women's wear, catering, clothing college, high-end leisure park, and gradually developed into a large-scale comprehensive group company with thousands of employees. The group's women's wear adheres to the brand development line and takes "building women's wear brand in China and creating colorful and confident life for elegant women" as its brand mission. And in the five years of the start-up period, the brand position and market share of Landy have been promoted to the top ten of the National Women's wear brands.

All the above achievements are inseparable from the efforts of the enterprise owners.

The company's progress this year was not affected by the epidemic.

Yes, if a worker wants to do a good job, he must first sharpen his tools.

For a brand enterprise with more than 30 years in the top position, what can affect its development and progress is often not the transformation of marketing mode, but the seemingly innocuous small problems, such as employee effectiveness.

To be small is work efficiency, to say big is the scale development of enterprises. In today's era of tuyere explosion, only the enterprise management scale, will not be submerged in this red sea.

According to the survey, in the face of the exponential growth rate of the new e-commerce retail, more than half of the e-commerce teams have begun to use intelligent tools to improve their efficiency.

Although it is a large enterprise with complete staffing, it is also aware of this problem. The era of foolishness and manpower is over. Borrowing is the most efficient solution.

Do you know why Randy group or most garment enterprises choose our e-commerce tool e-commerce?

1. Liberate employees from repetitive work and give up the output of valueless labor

The figure below shows the statistics of 153 clothing e-commerce companies interviewed by our company

It is not difficult to see that there are about two-thirds of clothing businesses, there are multiple platforms for the demand of goods, which also includes many clothing brand stores such as Randy group.

Yes, the larger the scale of the clothing business, the more comprehensive the channel platform will be covered, and the workload will naturally be greater.

However, in this huge workload, almost 80% is repetitive work.

There are five e-commerce platforms of Landy group, including tmall, Jingdong, pinduoduo, vipshop, and its own wechat mall. According to a follow-up visit, they said: "if we follow the traditional operation process, we need to input the same product information from the product information to the upload of the baby details page. Each product needs to be operated for at least five times to ensure that the update volume of all platforms is the same 。 But now we can save a lot of time and manpower through the e-commerce tool e-commerce, each product only needs to enter information once, and then it can be synchronized to other e-commerce platforms. "

It can be said that Eason has liberated a lot of mechanical work of the e-commerce team of the blue land group. Moreover, the group also said: "since every platform has its own master map matching logo when it comes to an activity day, we need to make the header map of each product at least five times, corresponding to each platform rule. Now it's much more convenient to change the head chart, which has won a lot of time for our new activities. "

Don't boast to say, Eason goods in helping enterprises cross platform goods this point, really do very exquisite perfect.

It can not only load goods on multiple platforms together, but also help enterprises prepare the header map templates of major e-commerce platforms, automatically and intelligently adapt the header map specifications of corresponding platforms, more humanized consideration is given to the actual situation of e-commerce people, so as to speed up and improve the efficiency of "shipping".

2. Large scale team management, cooperation, communication and good division of labor

We collected 1000 e-commerce team structure divisions,

It can be seen that operation, customer service and art are the three major elements with the largest proportion.

For the clothing category, the proportion of design and art will be more.

For example, in the clothing industry, the e-commerce team organization structure of the blue land group is relatively mature. Each e-commerce channel platform will have an e-commerce director, and then an operation specialist will be configured, and a design team of about 3-4 people will be set up.

It can be seen from the proportion, for the clothing industry, the design workload is very large.

"The offline manual communication is not the same as the management through the system. The online unified management of data makes it easier to coordinate the division of labor among different roles," said the head of e-commerce of Landy group

For example, in the current situation of Landy, the division of labor in loading goods is very clear. The operation copywriter is responsible for the field information input, and the design and design of the main drawing and detail page. The person in charge of each platform is responsible for information matching and goods loading.

With a perfect online management system, open fixed permissions for everyone, you can avoid a lot of invalid communication, and also reduce a lot of error rate. For example, the copy of the operation editor was sent to the design, but the copy was misplaced in the design, resulting in the mismatch between the text and the text, and the logic was smooth.

With the e-shang goods online management system, we can do our own job well and complete the task efficiently and high quality.

3. Speed up enterprise progress, improve work efficiency and reduce enterprise cost

On the surface, Landy group The low efficiency of internal staff is due to the epidemic. Then, let's seriously think about it again. Is it possible that if there is no epidemic situation, or if the epidemic situation is over, everything will return to normal operation? Actually not! The epidemic is just a catalyst that exposes the loopholes in this outdated internal management model.

It can be seen from the survey in the figure below:

The clothing industry has a great demand for design, and often asks the outsourcing team to help. Of course, some enterprises have begun to use templates.

The design director of Landy group said: "we build an online shop, no matter what it is, we need pictures, especially in the face of a large number of clothing baby detail pages. As we all know, clothing categories have large volume and high frequency of renewal, so we often work overtime, but we dare not recruit part-time outsourcing. We are brand enterprises, unlike small and medium-sized stores, we attach great importance to image output Quality, if it is outsourcing and we work together, it is likely that there will be many rework, instead of delaying the process.

But now it's much better than before. We just need to design our template carefully, and then hand over the template set work to eason. The progress is much better than before, the key is that we have more time to study our picture tonal creative style.

Xunzi once said in "Persuasion" that "a gentleman's nature is not different, but good and false is in things". In today's rapid development era, tools will be our common way to improve efficiency, and good use of tools will be our new survival mode.