Clothing Industry: Further Exploration On Line Offline

Perhaps the real solution and meet the needs of consumers and brand development, enterprises will no longer besieged the besieged city.

Online and offline brands go against their own reasons, and the same problems arise after heading for different directions.

An embarrassing problem is whether it is from the offline or on the contrary.

This kind of conflict is something that no enterprise wants to see.

Specifically, online channel competition for offline channels is primarily for consumers, which is also the source of conflict.

Due to the rapid and convenient network communication, online channels, as a new channel, attract consumers and naturally create a squeeze on traditional channels.

Secondly, due to the characteristics and advantages of network marketing communication, online channel sales of goods do not require the cost of logistics and warehousing, nor do they have to pay for expensive marketing costs.

Data from Taobao show that the online store can save 60% of the pportation cost and 30% of the pportation time compared with the traditional logistics. The marketing cost is 55% lower than that of the traditional offline stores, and the channel cost can be reduced by 47%.

Considering the above cost factors, the difference of 20-30% between the online and offline channels of the same commodity is perfectly normal, and the difference is enough to bring huge turbulence to the offline channel industry chain.

However, whether channel resources or prices, these conflicts of interest ultimately point to consumer demand.

Zhou Chengjian once said, "the most fundamental thing to do in retail is to understand the needs of consumers. In addition to understanding the known needs of consumers, we need to think about what consumers are not aware of, what is the potential of consumers and how to find out the unknown needs. This is a problem that the retail industry needs to think about."

It may solve and satisfy the needs of consumers and brand development.

And in the context of e-commerce is the trend of the trend, no matter the traditional enterprises online or online brand store, the future is likely to be the same - line and offline integration development.

Now, many brands have begun to explore.

"Effective presentation of industry chain new action, creative behavior and industry fashion creativity: completely changing the traditional extensive mode"

At the end of 2007, Li Ning Co found that a product's Internet channel was spontaneously formed on the Taobao B2C platform, which is beyond the scope of the company's control, regardless of price, sales strategy and other dimensions.

Because of this, in 2008, Lining set up an e-commerce team. At that time, the idea was not only to do business, but also to manage and monitor the whole Internet channel.

Faced with tens of thousands of "wild channels", Lining adopted the strategy of "amnesty".

At the same time, the pricing strategy of the company's e-commerce has been synchronized with the line from the very beginning. The new products are definitely not discounted, and the inventory products belong to the clear goods, which can enable consumers to get a good price.

"Through such a price system, avoiding conflict with offline channels, we have never complained to us under any line."

Lining, general manager of e-commerce, Lin Li said.

Now, Lining's e-commerce strategy is to integrate online and offline.

Lin Li said that in the long term, the experience of Lining's users in the future will be that no matter at any time and space, wherever there are opportunities to access Lining products, there will be a good integration with the terminals. Whether on the mobile phone or on the Internet, the user management system and a whole set of service systems will work together to provide consumers with better service experience.

But the integration of the two channels is a systematic problem.

First, the seamless connection between B2B and B2C in the IT system is realized. Online orders can be delivered through offline channels, and the "up and down" channels can be adapted on demand and updated in real time.

A more important step is supply chain upgrading.

This includes two aspects: logistics and production.

First, logistics. The company's current warehouse in Shanghai will send all orders to all parts of the country.

If business expands in the future, it is very likely that several warehouses will be built in Guangzhou and Beijing.

The second is production and supply. "The entire supply chain is moving forward", that is, tailor-made products for the Internet channel. "I can mention demand, such as what products you need, what you want to produce for me, and when to give me."

Lin Li said.

This requires rapid response to consumer demand, and only by establishing such a supply chain can we meet individual needs.

At present, Lining electronic commerce is in the initial stage of online and offline integration. Every year, it will participate in the four order meeting of the company. At the same time sharing new products and inventory, the network channel is becoming more and more three-dimensional.

In fact, when they first started e-commerce, they could only sell large quantities of stock because they were not in stock, but the proportion was being diluted, which is now less than 50%.

Instead, they are best sellers, limited funds and special contributions from the Internet.

At the same time, the company also collaborate with the Taobao platform, the third party platform and the independent platform to reduce the information flow between partners.

On the basis of IT and supply chain upgrading, due to the increasing number of members accumulated, online and offline integration also includes data analysis, segmentation and precision marketing for consumers. "This is my next work priority. It requires the front-end and backstage communication and collaboration."

Lin Li said that Lining's B2C official website has been completely revised and replaced by a new IBM customized system for Lining.

Admiration: new brand attempts

In August 16, 2010, the new brand "love" launched by the love group for the Internet market was officially sold through the official online shopping mall, the Taobao flagship store and other online channels.

This new brand is located in "fast fashion". In addition to promotion, most products are sold at a positive price, and the price is the 1/3-1/2 of the main brand of the company.

Two years ago, as the official website of the company, Beijing love online Technology Co., Ltd. was on the line.

At that time, the website was mainly about releasing information and promoting products, but only increased the function of online sale.

At the beginning, Adam also sold off season products or cleaned up inventory on the Internet, but Zhang Jian, general manager of the Admiral online, found that due to the fact that most of the company's channels were proprietary, the backlog of channel inventory was small, and the shortage and breaking rate of new products and best-selling items were very serious. In addition, the problems faced by all traditional enterprises were similar to those of online and offline channels.

After a period of trial water, Zhang Jian found that the coincidence of customers on the Internet and offline customers is not high, and there is a gap between the two customer groups.

After analyzing the situation, the group decided to build a brand new brand for the Internet customer group.

"Love" is the new attempt of the electronic commerce strategy of the love group.

Independent of the "love" product series, the "love" has a specialized R & D system, mainly through the buyer's rapid design in the global scope, which is controlled by the product developer responsible for the product and quality and process. In the production process, most of the "love" is flexible production, by integrating the production capacity of the admiring group itself and the third party manufacturing plant, and promoting the small batch and multi varieties to the market.

In all aspects of the value chain, because only through the sale on the Internet, "love" saves storefront and personnel costs, and gets the maximum control on cost.

The first season of the "beloved" listing launched 600 SKU. Although the sales volume of single SKU is not comparable with the sales volume under the brand line, the number of SKU products is almost the same as that of the new season.

By the end of 2010, in the absence of large-scale advertising, the "beloved" multiple product lines had entered the top ten list of the online sales of the AI group.

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In the AI group, e-commerce is not only seen as a channel to clean up inventory or discount items, but also an important component of the group's future strategy.

"To make a brand is to move around the market, where consumers are going to open stores."

Zhang Jian said.

Love is currently on the Internet.

In addition to the official website, Taobao flagship store was also set up and Taobao store was incorporated.

In addition, it also cooperates with vip.com, Xiu Xiu net and Yintai network. These different websites and platforms are channels for adoring the Internet.

For different channels, products that love to sell will also be different.

For example, if you admire the official website, you will set up a boutique Museum, mainly to display new products for the new season, plus discount products, and the unit price of passengers is 300-400 yuan. On Taobao, there are more discount items, and the unit price is about 200 yuan.

"What kind of products the channel sells depends on its positioning."

Zhang Jian hopes to copy the influence of love on the traditional retail market through "love" on the Internet.

In the future, the effective interaction between the online and offline resources of the love group will make the e-business strategy more imaginative.

Top grade: single product management PDA

As a low cost private enterprise, since 2009, only a year ago, the team led by Xu Hao, director of e-commerce of Beijing Shang pin Commercial Development Co., Ltd. has exceeded the daily browsing volume of "top quality discount network", and the repeat purchase rate has exceeded 65%.

But everything is not easy.

Unlike other traditional enterprises that turn into e-commerce, the industry characteristics of top grade made Xu Hao encounter more barriers.

In the department store format, the joint venture system is a unique business mode in China and very few countries, that is, the commodity itself is not a department store but a brand dealer, so long as the brand can meet the requirements of department stores in the operating area, then the department stores can make profits through the way of "streaming down".

In such a mode, the top grade goods do not have terminal goods, nor do they have the main warehouse. The goods are placed in the store. The goods are loaded by the brand operators, and the department stores have no data at all.

In Xu Hao's train of thought, it is essential for e-commerce to get through the channels under the online and offline channels.

But the original ERP system does not support e-commerce. "We want to do channel integration. How can we sell information to the store? This can only be achieved through the IT system."

Data must be seamlessly linked.

In May 2009, Xu Hao and Wu Xiaoxin began to operate a new model for top grade Discounts: the custom handheld terminal PDA, the implementation of a single product management system.

To put it simply, it is to monitor the quantity, color and size information feedback of every commodity at any time and anywhere through the PDA in the physical store, so that the number of inventory will be linked with the top quality discount network in real time.

"A lot of times, the goods that are placed in the shopping cart on the Internet are found to have been bought offline when the customer orders, or when customers are trying to buy them in a physical shop, customers find that the customers on the Internet have already paid the bill."

The new business model initially made many people uncomfortable, "but you must accept the rules from the Internet."

Xu Hao said.

It can be said that the handheld terminal PDA is not only a collection device, but also a control device.

On the one hand, when the product is in storage, it can input and collect SKU information and improve its own database; on the other hand, it can get through the sales channels under the online and offline channels, and realize online and physical stores selling at the same time. The entity store orders the goods through PDA, indicating that the goods have been sold; the goods sold on the Internet are pmitted to the PDA through the network, and notify the shopping guide.

To kill two birds with one stone, the storage space of the original hypermarket will replace the inventory of the top quality discount network, so as to achieve "zero inventory" of e-commerce.

At present, there are more than 1000 handheld PDA stores in the top grade stores, which realize real-time monitoring of entities and online sales data through the WIFI network, and form a virtual network chain of "entity store +B2C mall". Under the premise of not increasing the cost of the brand, the sales volume of goods is getting larger and larger. More brands are increasingly recognizing this mode, and actively provide their data to top grade discounts, and directly connect them.

UNIQLO: offline "game" online

Since Tao Shengye, a senior student at Zhejiang Sci-Tech University, got a iPhone in Lucky Line of UNIQLO, almost everyone she knew ran to the queue.

The activity launched by UNIQLO and Renren started online at 10 on December 10, 2010, and participants used their Renren account to log on the activity page, choosing a cartoon image to queue up with other people in front of UNIQLO's virtual store.

In addition to a random iPhone or iPad per day, participants may get 4999 yuan coupons or 20 dresses, and almost 10% of the coupons are available. These provide a continuous source of motivation for queuing users.

In just a week, more than 930 thousand people participated in the online queuing activity.

The original idea of Lucky Line came from a long queue in Japanese stores.

"The headquarters hopes that those customers who are unable to queue up by geographical and time constraints will also have the opportunity to enjoy promotional offers."

Fast marketing (China) commerce and Trade Co., Ltd., Matsuyama Shinya, Minister of e-commerce.

"How to let consumers participate in activities has been a very troublesome problem in the planning of network activities."

In the view of Cao Yun, deputy director of DDB interactive innovation, the essence of Lucky Line is registered to participate in the raffle, but with the packaging of this element, the enthusiasm and interest of the audience are greatly increased.

UNIQLO has added more Chinese elements to queuing activities in China. Belgian company Eboy has undertaken the specific design. They have designed fifteen scene blocks and about fifty queued personas.

Giant panda, Sun Wukong, Tai Chi or cyclists lined up long lines on the Chinese streets around Beijing roast duck, red lantern, stone lions and Xiaolong Bao.

In order to warm up the campaign, UNIQLO launched a public home page in December 2, 2010 from Renren, and the reason for choosing Renren is that they have more flexible strategies for opening cooperation.

In December 3, 2010, UNIQLO began releasing ad campaigns on video websites, and all offline stores began previewing their brochures and panels in December 6, 2010.

Tao Shengye turned out to be a loyal customer of UNIQLO. When he visited the UNIQLO shop, he saw Lucky Line's announcement. Tao Sheng Ye had nineteen platoon teams, and the lucky goddess finally arrived.

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However, many netizens feel frustrated that Lucky Line's ten percent off coupons can only be used in physical stores.

UNIQLO China has been doing e-commerce since 2008, and has established online shops in cooperation with Taobao. However, similar services such as customer service and network maintenance have been outsourced. Some detailed coordination work has prevented the coupons from being used in its online stores.

As for the role of activities in promoting Christmas promotions for stores, Matsuyama Shinya said, "store sales are influenced by many factors, and we can not simply assess the effect of this event, but we must be effective in introducing passenger flow."

Cao Yunze believes that if we cooperate with a larger user base such as QQ, we may add a zero to the number of participants.