In The Future, Who Will Win The World's Original Brand And Traditional Strength?

"P" recently, Wan Shi Li officially launched the "China good scarf" WeChat official mall, selling mobile phones at mobile phone terminal, Wan LAN, Xin Lan scarf, and other future scarf brand is also expected to be settled.

In just three days, there are 2469 registered users.

Xue Sisi, chief executive of Wan Shi Li electric business, said that when the buyer recommends scarves to the circle of friends on the mobile platform, if a friend buys it, the buyer can take the score, and the integral is the amount, so that he can continue to buy products on this platform.

This is a profit sharing marketing mode.

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< p > "Xin Lan" is a brand-new brand of Wan Shi Li used to test the water electricity supplier. It has not only official flagship stores in Tmall, Jingdong, but also its own independent online shopping mall.

Xue Sisi said that the brand of Wan Shi Li is relatively stable while the network population is relatively young. Therefore, a network brand aimed specifically at young people has been set up, so as to establish a new market and realize the pformation from B2B to B2C.

She said, "Xin Lan" will also be sold in the physical store in the future.

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< p > in fact, many traditional brands have merged online and offline sales, and online trial sales of new products are no longer new.

This year, when GXG is researching and developing women's clothing and children's clothing business, it will first take the product to the online trial sale, and then test the data for production, so as to optimize the supply chain.

"For the online and offline synchronized a target=" _blank "href=" //www.sjfzxm.com/ "> clothing" /a "brand, to do business is not just for sale, but to optimize the supply chain and reduce costs by means of the Internet.

GXG electric business department director Li Shujun said.

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< p > January 17, 2013, the angel city was bought by Tmall's original brand.

As the first batch of large businesses settled in Taobao, because of the rapid development of Taobao, the angel city has tasted many sweeteners.

In 2010 and 2011, the city of angels has won the sales champion of Taobao's women's clothing, contributing 250 million of sales annually.

In 2012, due to poor management, many goods and physical descriptions in the angel city were seriously deviated, and then they failed.

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< p > Hangzhou women's wear online brand "seven grid" sales in 2012 amounted to 350 million yuan, while the traditional Hangzhou women's clothing brand "autumn water people" on the same line sales volume of nearly 200 million yuan.

In the year before, the seven annual sales volume was 250 million yuan, and Akimizu Ito's online sales amount was only 50 million yuan.

In a year, the gap between 200 million yuan was narrowed by 1/4.

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In some p categories, offline sales of traditional brands have even surpassed some of the original online brands.

For example, JACK&JONES and GXG occupied the top two of the "double eleven" men's single store sales in 2012, playing a full range of men's wear brand names; the camel family's < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > have already reached the category of men's shoes. In the past few years, men's shoes online brand Mr.ing has been hard to see; Bo Yang, Luo Lai, mercury, Quan you, Fu Anna and other home textile giants have not given any opportunity to the home textile brand.

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< p > > Hangzhou a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > Gu Xiaohua, Secretary General of the clothing electronic commerce industry association, said: "from the current 100 years of double eleven clothing, the sales performance of traditional brands is getting better and better.

Judging from the women's clothing industry, there are only 3 brand names in Hangzhou's eleven women's wear fair this year, while 16 of the traditional brands have few brands.

There are at least several thousand brands of women's clothes in Hangzhou, which are comparable to traditional brands.

Now, the development of these brands is still very fast, and because of the advanced concept of the operation of the electricity supplier, we can maintain the existing advantage in the next one or two years.

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< p > this year's double eleven, many offline brands placed Tmall activities in the store to publicize Yi Bao Bao, the entity store became Tmall's experience shop, and encouraged consumers to watch the real thing online and go online.

Gu Xiaohua said that this is an initial shallow O2O.

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< p > Gu Xiaohua said that the cost of developing offline channels is very high. The traditional brands only used online sales as a supplement, but now they have gradually changed their minds. Some of them have begun to follow the O2O mode. However, many of them are just dragonflies.

In December, Hangzhou textile and apparel e-commerce Association will organize member enterprises to visit and communicate with Tencent WeChat department, and expand real O2O business in the enterprise as soon as possible.

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"P >" WeChat "conspired with WeChat for a half year's O2O project, and will finally unveiled in December.

A customer enters the shop of VERO MODA, and sees a certain "a target=" _blank "href=" //www.sjfzxm.com/ "clothes" /a ". Besides trying it out, she can open WeChat and scan the two-dimensional code on the hanging tag. There will be relevant matching" a "target=" _blank "target=" > "clothes". There will be about three recommended matching (each item should be referred to as stock status). This will give customers more experience and choice. If you choose a certain item, you can place the order in the store, you can also place the order in WeChat, you can also collect this item, consider it at home, let your family and friends take a look at it and buy it again. One

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< p > Gu Xiaohua said that WeChat has a team structure and a flexible combination of O2O systems. Ling is willing to try to do so, thanks to all brands such as VERO MODA, ONLY, JACK & JONES, selected are all direct stores, O2O can be promoted, while most other brands are franchisees, and they are reluctant to bring offline business to the online market.

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< p > traditional brand opens shop because there is no electricity supplier gene, so the lack of innovation ability in guiding traffic volume has become a short board.

Xue Sisi said that it is very few to invest in traffic, and at least invest a little money in Taobao through-train. The sales revenue on the electricity supplier accounts for a small proportion in the sales volume of the group.

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< p > the electricity supplier gene originated from Taobao enables the original brand of the Internet to have the innate ability to operate the Internet.

Behind the miracle of aka's 109 million yuan a day, it is a set of scientific and meticulous operation strategies. The network brand is no longer just as cheap as it used to be, but rather pays more attention to scientific operation.

Big Tu said: "for this year's double eleven, ACA has spent more than half a year preparing for it, and has established a complete set of quick response system, which has achieved a high speed response from an average of 3 minutes, from the initiation of the patch to the completion of the adjustment to the page update."

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< p > has been, the network sales operation is king, get the flow of the world.

Relative to aka's strong product design, the operator has always been their short board.

As a result, two months ahead of schedule, they completed the scheme of traffic introduction in Taomi and Taomu, made a preheating plan three months ahead of schedule, and made a preview of the plan in September when they celebrated the brand celebration. They also carried out a deep collaboration with Taobao's excellent electricity supplier Consultation Service Co.

Finally, after Tmall's relatively concentrated resources support and the promotion of two-way drainage, the traffic volume increased by 3-3.5 times compared with that in 2012, providing a solid backing for 109 million sales.

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< p > specialized and efficient warehousing and logistics system is an important guarantee.

Aiming at last year's logistics short board, ACA has built a 10 thousand square meter logistics storage base and a 5000 party packaging store with reserve leases, which has been operating all day, and has carried out deep cooperation with the well-known service providers of electronic commerce warehouses.

Da Tu said that this brand new equipment helped them complete 120 thousand single shipments on the first day, which greatly improved the shopping experience of customers.

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< p > electric business is the biggest point of effort. According to Ma's words, if the line is twice as expensive as the line, what kind of treasure is it?

The brand name of Internet brand is "high performance price ratio", but the core of price war is the competition of supply chain. On the same battlefield, the strength of supply chain determines the balance of price war.

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< p > industry insiders say that there are only a few enterprises in the network brand that have strong supply chains like wheat bags and Korean clothes houses. The vast majority of network brand supply chains have their weaknesses: small production.

The price that the network brand wins from the supplier is not more advantageous than the traditional brand wins, the supply chain cost is even higher; because the regular promotion, causes the order to fluctuate, the supplier complains incessantly.

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Contrary to online brand, traditional P has a huge supply chain advantage when it comes to online retailing.

Pentium appliances can dispatch teams to design products for online retailing, which is enough to make puppy electronics and other colleagues envy, because they need to outsource part of their design and production to industrial design companies and manufacturers, and the speed of new product development and production is also not up to Pentium.

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< p > but Internet brand is not without opportunities. Online competition is a long-term process. It is a marathon race. I believe that as long as the Internet brand has enough growth time, there will still be opportunities to share the same with the traditional brands.

Internet brands do not necessarily have to enter the offline industry, but offline brands are dangerous when they do not enter the line.

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