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Electricity Supplier High-Speed Rail &Nbsp; Want To Ride Hard: Traditional Service Enterprises How To Do E-Commerce

2011/1/21 11:40:00 154

In 2010, the best time to be called electric business is domestic. clothing Enterprises also accelerate the electricity supplier process, love, Ordifen, Lining , Seven wolves , Bosteng... Countless brands of various market segments have embarked on the high-speed train of the electricity supplier. However, a previous statistic showed that 85% of the leading B2C in the US Internet retailer TOP20 were previously known traditional enterprises. Compared with the developed countries in e-commerce, our traditional enterprises still have much room for development.

In December 28, 2010, Hu Ping, the chairman of Ai Group, flew from Hubei to Guangzhou early in the morning. She wanted to rush to a summit called "how to do a good job in clothing e-commerce". As one of the organizers has always advocated, the spirit of this summit is "practical and pragmatic, dry goods sharing". Hu Ping wanted to hear the wisdom of the domestic electric giant at this summit. She was "asking questions with questions."

The Aidi group, which makes knitted underwear, has an annual output value of 800 million yuan, accounting for half of domestic and foreign trade. In addition to offline, in February 2010, Aidi group introduced an online sales team to line up AI's products.

"Because my personal thinking is conservative, we need stability in front of speed and interests, so the speed of development is not fast enough. Up to now, the sales volume is estimated to be less than 15 million yuan." Hu Ping said.

Like Hu Ping, Gong Meiying of Shenli Textile Group has been in the clothing industry for ten years, but when she saw some friends around the Internet who had been skyrocketing and outburst in two or three years, she was jealous.

"We need to settle down online for ten years, but they can achieve that level in a year or two. Now is the era of e-commerce, if the traditional industry is not ready to enter, it has been OUT. " Gong Meiying said.

Three ways to solve channel conflict

In 2008, Guangzhou women's clothing brand Gloria began to contact e-commerce, but the real strength was in the second half of 2010. Gloria e-commerce minister Yan Jieting said that compared with some business tycoons, Gloria's online sales are not high. At present, its online sales products come from three sources: inventory in the past year, the new year, and the Internet. Like many offline brands, Gloria has also encountered many difficulties in its e-commerce process.

In fact, the difficulty comes from the burden of oneself. Traditional enterprises have too many inherent thinking. I often wonder if there will be a direct conflict if we want to go online, and what kind of impact will the franchisees have on the line? "At present, Gloria has more than 400 stores nationwide, about 30% of its own stores, and 70% of its franchisees.

As Mcglaughlin general manager Pu Sijie said, for traditional enterprises, "the bigger the brand, the bigger the burden." "If there are many affiliate dealers and franchisees, the price changes will affect the existing sales channels."

Hu Jun, Minister of electronic commerce of seven wolves, also had the same problem. The most troublesome thing is that every day they receive complaints from the offline. They think that online sales have a great impact on offline shops, such as illegal entities will distribute goods to some illegal shops.

"To develop online sales channels, we need to maintain orderly growth as far as possible. For the traditional enterprises, they are facing great challenges. There are many new problems that need to be worked out from the management of commodities to the management of channels and the positioning of brands. Hu Jun said.

QQ mall has given three ways to solve the channel conflict: first, make use of the original resources to make an online brand, also can be used as the Deputy brand of the main brand; it can avoid direct conflict between the online channel and the traditional channel; two, it is the most easy thing to do by selling inventory method, and is also the most easy thing for the big brand to absorb the Internet channel. Third, if the first two do not try, it can establish a membership system on the Internet, give members a certain discount, and also ease the conflict between online and offline.

"Now it seems that some of the better ways are to set up second brands, which is easy to scale up, and the latter two as the initial test of water trial is more feasible." He said. {page_break}

Pay no attention to no electricity supplier

The application of Internet has become more and more popular. It is not too difficult for enterprises to lay products on the Internet. As Yan Jieting said, the network is a new channel mode. This mode is not much different from the traditional modes such as joining and self-supporting.

"The key lies in how enterprises locate themselves. It depends on our determination and how we want to do it. The most important thing is to get rid of their burden. Traditional business processes are too complex and many departments have to go through a lot of processes. Yan Jieting thought: "only when we are independent can we have a bigger way out. So I think the biggest confusion is the cognition of the top executives. If the cognition is clear, it is not difficult to do it."

Martha Marceau CEO Sun Hong believes that if e-commerce is not promoted to the strategic level of enterprises, the emphasis and persistence of resources given by enterprises is not enough. Resources are not focused enough and the degree of adherence is not enough. Traditional e-commerce is often difficult to maintain.

He cited an example of an online brand made by a man's clothing brand in 2008. "Domain name is very good, capital is not short, it is said to take 30 million yuan to do, but after a year, the brand can not see, that is, the focus of resources and persistence problems."

"Whether the project can be considered at the strategic level of the enterprise, if you want to try it briefly, it can be done, but the investment and persistence of" try it "will go up to the level of enterprise development strategy, and it is necessary for us to do this in three to five years. This kind of deep attempt is different from that of trying it out. Sun Hong said.

Gloria is a typical example of the rise of e-commerce to the strategic level of enterprise development. In the future, Gloria will integrate online and offline. Yan Jieting's plan is this way. In 2011, some of Gloria's physical stores will become experiential stores. "Customers can buy them in stores, or they can place orders directly. We will deliver them directly. In the future, online and offline businesses will be integrated together."

Beyond the line, or even?

From Taobao backstage statistics, the seven wolves ranked first in the domestic men's clothing brand network sales. In 2009, its sales volume on Taobao was 163 million, and it was said to be able to break through 400 million yuan in 2010.

At the summit, Hu Jun said frankly that in the sales of 400 million yuan, 1/3 was completed by the seven wolf network direct team and the authorized team; 1/3 was the traditional line under the goods, mainly C shops; and 1/3 was fake. According to Hu Jun's conservative estimate, the 400 million yuan sales on the internet account for about 15% of the 2010 sales of the seven wolf group.

Thus, a new question is brought to light. How much proportion of online sales should account for the total business turnover of traditional enterprises? Is the sales ratio more important than traditional shops, or the same as the line?

"Like Lining and several other excellent traditional brand enterprises, e-commerce accounts for a very small proportion of the whole business, and the conservative saying is less than 1%, because these traditional enterprises are over 3 billion, 5 billion and 8 billion of annual sales," he said. Hu Jun believes that the online sales of traditional enterprises should account for 10% of the total turnover of enterprises.

"E-commerce and traditional offline stores are complementary, not who will replace them. In fact, they are aimed at different channels, different consumer goals, customer groups, and different consumer experience demands to convey and transmit. It does not mean that the development of e-commerce is at the expense of the line." Hu Jun said.

At present, the sale of seven wolves on the Internet is still dominated by off season goods. "Next year we will plan exclusive or exclusive products, but the basic idea is not to develop the network alone, but to make two sales from offline products. The resources under this line are very rich, so now 2011 spring and summer have been placed, and now we are planning 2011 autumn and winter products." Hu Jun introduced.