The soil in Xiamen is becoming another highland beyond the electricity shopping districts of Hangzhou, Beijing and Shenzhen. This area of ​​the island covering 3G network is rapidly emerging as a batch of e-commerce practitioners. Septwolves Septwolves Autumn New This has more than 3,000 offline physical stores, once e-commerce in the traditional enterprise Fujian Septwolves Industrial Co., Ltd. (hereinafter referred to as "Septwolves"), from last year, e-commerce business to maintain a 300 % Above the growth. According to Zhou Shao-hsiung, chairman of Fujian Septwolves Industrial Co., Ltd., online retailing revenue will reach 10% this year. According to the company's estimated income of 2.1 billion yuan last year, e-commerce business will exceed 200 million yuan this year. Rapid development indeed allow the giant of this traditional clothing brand industry to liberalize the pace of the new Fujian Septwolves Industrial Co., Ltd. e-commerce director Zhong Tao arrival, speed up the seven wolves men's e-commerce strategic plan. From one source who fear channel conflict, to the ultimate goal of traditional electricity suppliers in the future, "O2O linkage", Septwolves electricity supplier's "Five Songs" are being realized one by one. Corps of Marketing In the Septwolves e-commerce "5 tracks", the first is the "brand of e-commerce." In fact, as more and more traditional brands "touch the world," it is no longer the time to discuss doing e-commerce. Opening up third-party platforms, official website and Other means has become the basic standard, while some of the traditional brands in the forefront of e-commerce began to pay more attention to how to do more elaborate e-commerce, how to expand their own e-commerce. There are still many traditional issues that are repeatedly debated by the industry. The seven wolves who started to test the water in 2009 have already passed the first phase. "We have been thinking, to what stage, distributors can really become the protagonist of the entire e-commerce, so that the brand retailers restore the essence?" Zhong Tao said. In his view, those who know the traditional marketing, once a profound understanding of the Internet, master the techniques of Internet marketing than those who have the first mover advantage on the Internet but do not understand marketing more people. This is also Septwolves currently focusing on the second part of the song - "Network Distributor Portal", that is, a traditional brand of network distributors management platform. With the same type of shoes and apparel, Zhong Tao frankly had Li Ning, the forerunner of the electricity supplier conducted a detailed study and comparison. Early Li Ning's "Security" strategy has been followed by many follow-up. "But I found Li Ning's distribution strategy more like a 'warlord system.'" Zhong Tao said. The term "warlord system" means that the situation of an online dealer is like that of a warlord. "You acknowledge his social status and help you to lay down the country. As long as he changes a banner, recognizes the government, unifies his clothes and abides by the guns and ammunition Uniform distribution, increase or decrease the site to file with the Central Government can be, but in the process, there is no uniform standard for the members, customers and brand communication ability.Customers will be very confused, between the 'warlord' and 'warlord' , But also because of the interests of the disputes have a variety of conflicts. "As we all know, the brand's products on Taobao there will be a lot of shops. In the face of such a situation, Li Ning shop early in the grooming and "security." After the "security" after the management is mainly authorized to require delivery of goods at the same location, the image of the outsourcing of the autonomy - this early seems a good way, more loosely joined mode. The consequence of this is that the brand's service level, policy coherence and continuity will be greatly challenged. There will be countless connections between the online "warlord" and the big agents under the line. There will also be many conflicts of interest. The most essential damage is the consumer's brand awareness of the same time, the entire system has also been implicated in the value. How to avoid this problem? Septwolves think it should be implemented "corps system." However, there are many differences - "warlords" have become "corps" and they are an orderly and controllable distribution system. Septwolves approach, first of all, a unified classification of all distributors - who are good at doing new store promotion, who are good at making explosions, who are good at Wei Wei processing, who are good at doing data marketing analysis. These distributors according to the e-commerce 7 large base points after the spin-off, each looking for the right store, focusing on construction, complement each other. The same is the sale, but their focus is different. Marketing methods vary, but each has formed a focus, greatly avoiding the homogeneity. In the meantime, the Septwolves will also be complemented by products - that is, the same products are separated by marketing and the same marketing is separated by products. "For example, there are 50 models sold more than 800 T-shirts, it is necessary to distribute the models to various distributors." Zhong Tao said that different shops 20% -30% of the products are divided. From 2011 onwards, the entire e-commerce platform more diversified, marketing is not just a Taobao. Taobao's marketing is more like "alleyway warfare" - it does not have much offensive and defensive space. Competitors, new and existing customers are crowded together "shopping", there is no depth, too intensive, where the extension of the brand and the proliferation of very difficult. Zhong Tao told reporters, such as the depth of group buy larger discount rate higher; the only product will be regularly scheduled shelves; such as Jingdong Mall this platform, the mainstream price of the mainstream crowd, not the main discount; and including each A variety of vertical, discount coupons, reviews, sharing classes, are gradually improving various ways. In fact, the diversification of today's B2C platforms has resulted in a diversified marketing approach. Different customer groups are located in different platforms, resulting in marketing must adapt to different platforms. "As long as we subdivide the B2C market and find a distributor that is eco-friendly, it's a complete corps," he said. In addition to the first two tracks that have landed, there are three upcoming plans for e-commerce in the next seven and a half years. In the traditional offline retail area, in recent years, seven wolves shops have sunk from first-tier cities to second- and third-tier cities, and the big group strategy has also been transformed. As of the end of 2010, seven wolves terminal sales outlets reached 3525. The store figures, is expected to grow in 2011 will reach 10% -15%. In the face of a huge offline system, how to open up and offline online and supplement? Part 3 is an online and offline "commodity trading platform." Different from the second part for online distributors, part 3 is for offline distributors. The implementation of these futures management of offline terminals, each entity will appear certain sales errors, replenishment or Yahuo phenomenon is not uncommon. Through this platform, offline agents can release extra goods in it. "There will be two situations here. One is that he wants his product to be opened and sold online. The other is that if he does not have an online store, he will hope that other channels can help him sell." Zhong Tao hopes the platform will be gradually completed A referee and scheduling function. When the offline dealer's inventory information is posted to the Internet, it will help the offline distributors to get through the commodity trading platform and gradually make the offline distributors become the main source of application. The previous relies mainly on direct sales stores will gradually withdraw from the ecology, online and offline synergy. And in this process, through the control of the background system, you can also regulate the price system. "For example, an offline distributor would like to sell 80% off new products, which is not allowed, so the platform will not show him," he explained. The last two tracks will be developed within the next two years. The fourth part is "CRM brand ecological system" - the main completion of online and offline membership database to get through. By opening up the membership system, coordinate the headquarters of the integral mechanism for offline credits to subsidize. In this aspect, it is more important to complete the development of social media. Zhong Tao explained that the community of e-commerce is the future trend, and now all the ways of socialization may become a new model for the future, "buy clothes, time-lapse micro-Bo, may users will give you advice which The pieces look better. "And, the feedback from the product fits into the larger community and makes the various reviews more realistic. The final goal is to achieve "O2O" online and offline linkage, which is the ultimate goal of traditional e-commerce business. Physical stores and online stores complement each other, with the network to extend the richness of the store. As the points are interoperable, to protect the offline convenience and rights online, to improve the user experience. Online membership privileges can also be achieved online, so that customers, whether offline, can enjoy the same service at the same time. Although the Septwolves e-commerce "5 Trilogy" has been established, but in the process of realization, each enterprise can not be like Jingdong, build their own logistics or other systems. The end result is that more real experiments and cooperation are needed.
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