After inventory era, how to balance the relationship between online and offline

Guoqing's most recent itinerary has a key word: a shoe suit. The Dangdang CEO, from Shenzhen, Quanzhou, Shishi, especially in Quanzhou, the shoes and clothing industry output value of the city, with 8 investment manager, visit the local well-known enterprises.

Every customer prudential product CEO aged, also brought 15 of people to the 17th in Quanzhou held in the "China Footwear Industry Summit Forum", the afternoon of a business investment is still not done, that night also add a "Every guest Night", and local hundreds sellers exchange to 10 points.

On the same day, Taobao, Beijing-east, Amazon and Tencent, also sent the vice president level of senior executives to attend, rate a management to here "Rob" customers.

The emergence of these electric business platform "enthusiasm", in fact, the 2012 footwear industry high inventory caused by the joint effect. As of April 17, textile and apparel has been released 2012 annual report of the listed companies have 50, the total inventory of about 57 billion yuan, an increase of 6.76%. Sports brand, clothing brand clear inventory channels, the main force on the line, but for a lot of struggling brands, how to get price control in the disorderly online market is still the right to speak, become a new research topic.

At the end of 2012, some of the company's founders, who had sold tens of billions of dollars, began to "lay down" and visit the electric business platform. Prior to this, the electric business platform docking is only these enterprises responsible for the electrical business professional managers. In this way, strong electric business platform has been more well-known brand support resources, "big Brand + platform" strategy, began to change the industry "small, scattered, disorderly" situation.

The increase of large brand concentration has stimulated the enthusiasm of the electric business platform to attract investment. However, through its own channels to help enterprises to inventory, how to help Chinese brands understand the strategic significance of the electronic business, and really set up a set of O2O (offline) effective mechanism? More of a platform to play, actually already thinking about such a topic.

The theory of channel equilibrium

2012 "To Inventory", is a lot of brands to face the common topic. But the rapid digestion of inventory, recovery of funds has also brought a negative impact: Channel management confusion, the price system has been seriously damaged.

Prior to the 2010, 2011, the rapid development of E-commerce at the same time, dealers spontaneously will product online sales. But at that time the sale of the shop is still in full swing, E-commerce is just a "sewer" positioning-clean up the season, unsalable merchandise. But 2012 years of concentrated release of inventory pressure, and even let the new products on the market soon appeared in the Electronic business platform of the commodity page, and has a lower pricing, the chaos of the channel is inevitable.

Amoy Shoe NET Chairman Wang Dongzhu said, for shoes and clothing enterprise High inventory reasons, his judgment has two points: first, the decline of foreign trade orders to the domestic production of spare capacity to transfer home, after a variety of new Amoy brands with Taobao and other platform volume growth, erosion of the domestic brand market. "As far as domestic consumers are concerned, loyalty to the brand is also low, low price as the starting point of choice of goods, leading to a premium capacity is not high brand, product inventory"; The second is the rapid development of E-commerce in recent years, nurturing the consumer's buying habits, when this group of people like to complete the online purchase behavior, But most of the brand companies did not keep pace, leading to the development of online products and consumer preferences disjointed.

Shizhong, Chairman and CEO of Anta (2020.HK), is also worried about the problem. 17th the same day, he appeared in the Quanzhou Electric Business Summit Forum, told his own line of thinking, said to the electric dealer "should have a new positioning."

This time, the Jinjiang department's electric trader is most happy to talk about, is the Anta founder personally charge electric business of reason. "For these brands to rely on the development of traditional dealers, the early and did not attach importance to the electricity quotient, but when this area has the explosive growth, online and offline relationship is difficult to coordinate, the average professional manager's authorization level is too low, can not solve this group of contradictions." "The vice president of a sports brand industry told reporters so. and Shizhong own statement is, Anta to the electric business need from "tactics to strategy" change, he said line of goods under the contradiction is not too much differentiation, now want to think about the relationship between the two and resource allocation.

Prior to this, online retailing is more of a "sewer" strategy for brand makers, with the aim of clearing inventory. Taobao Sports Outdoor category director Huiyuan said that, in the past, Taobao's channel pattern is very important to "sell", but to 2013 years, "we found that direct sales, distributors, including many of the company to come back to Taobao", that is, brands began to re-examine the value of network channels.

O ' Connell Electric business general manager Xiangwentao's point of view is that enterprises should start to think clearly what the electric business is the position, what kind of strategy, if only as a clearing stock channel, will encounter many problems.

And the special step of practice, is not only from the product to do the partition so simple. Sholiwa, Vice president and general manager of Electric Power, has been busily combing the business intelligence analysis system and supply chain plan of the group's operation management process for the past two years. In its view, only a fast-reacting supply chain can be adapted to the new business model. For example, in logistics support, special step "basically can do automatic scanning, load, alarm and so on, 10 people can ship 10,000 single day", if there is no strong background support, the Internet user experience will be greatly compromised.

The sound of high inventory has stimulated the brand to rethink and reposition the electric business channel, as well as a new change in the Electronic business platform.

Gradient of the platform

The positive attitude of brand makers is also Jenping Taiwanese thinking about how they can provide more detailed services to the former.

Yu Wei, vice president of the cat, said that in 2013, the platform launched the "whole life cycle" management of the goods, including the "pre-sale" of the product. In his view, "when it comes to new products, businesses have a buying team, and they may have to judge the fashion and shoes of 2013 years." But this ' pre-sale ' can make the next quarter ready to send new products online to do pre-sale, consumers can pay a certain amount of deposit, a certain amount of sales, through sales to reverse the supply chain.

In fact, the pre-sale model is also the 2012 Taobao some sellers began to try the model, is usually a number of designer brand introduced the style, the user orders, the business to 7-15 days before delivery of goods.

Compared to the general requirements of the rapid delivery of buyers, a considerable part of the consumer, has been adjusting their online shopping mentality, the heart to choose more suitable products.

In addition, the cat also developed a "full-time shopping guide", is actually the past through the price with the flow of the way, to more like the line to go shopping mode, to help sellers more attention to create more professional apparel collocation, window display, props decoration, etc., to enhance the bargaining power of products.

And for vertical types of Web sites, such as Amoy shoes NET, also do not position themselves purely as a consignment platform, but the business model to do a further extension-for Dangdang to provide 20 of shoes and clothing products on behalf of the operation. Not only the upstream of the shoe customer's commercial value of deep excavation, but also to borrow a large platform to become a link.

The company, which has a turnover of 210 million yuan last year, is headquartered in Xiamen. In order to compete with the Amoy, a wave of tens, which has already financed the dollar, it is beginning to try to get closer to the emotional bonds of local brands. "We are the Jinjiang Department of these brands to do electric operators, and even increased the clothing category, to help them better docking with the platform." Wang Dongzhu said.

Not only the small size of the Amoy shoes network to choose such a partnership with the platform, where the customer prudential products are also adjusting the development strategy. For example, Old said, "(before) a lot of traditional brand customers as competitors, as the enemy, but in fact, we are not competitive relationship, we are willing to customer-prudential products 30 million actual purchase of users, where the customer sincere goods daily huge flow to share the traditional clothing and apparel brand." ”

Where customers are from the pure original brand sales platform to the "brand + channel" platform change, alliances more brands. The intent of the platform is to gain a more diverse model of profitability, perhaps one of the ways in which the personal salvation of the customer is achieved.

All along, large electric business platform of the competition and cooperation is very delicate, but the price war of disorderly competition, obviously can not form a virtuous circle. The platform, including the cat, has been tuned to include product search, sorting rules, and more focused products, providing an orderly service for businesses including apparel.

Reshaping the Biosphere

Huiyuan said that in 2011, Taobao is thinking about how to bring the brand, to increase the number of quality sellers. By 2012, the strategy will shift to how to develop key categories, key brands, and consumer experience. And by 2013, "we want to have such a good foundation, can let the brand in the soil quickly grow up, because the market to the end, must be more subdivision, diversification, this is a trend, this is the 2013 the whole Taobao station to solve the problem." ”

This also includes many Amoy brands and mature brands, including the consensus-extensive competition, the ultimate damage or the company's interests, the core value of the brand, but this needs the establishment of rules, as well as return to the original point.

Genan CEO Wuzhihu Reflection is, in order to adapt to Taobao before the sales and popularity of the sorting rules, enterprises even reduced the development of new products, pushing the original product is not enough power. "Because we all know, according to the Taiwanese strategy, to build a bomb is the most successful, so we all go to search the best-selling style, and then imitate and reduce prices, no centralized resources, to build the core competitiveness of enterprises." ”

In this respect, "we want to return to the essence of business, return to brand management, commodity research, supply chain integration capabilities, operational flow acquisition, customer demand and service-centric, and ultimately return to enterprise innovation," said Zeng Min, who served as Director of Electrical commerce and it director at Hung sing.

And Sholiwa that the challenge of the traditional enterprise is to be invested in the electricity business. Quanzhou's traditional corporate brand, there are 99% of this model: sales forecasts, procurement production, product distribution, terminal sales, best-selling words of goods are out of stock, but in the case of unsalable, all became inventory. "But whether the enterprise according to consumer feedback, quickly turn a single, to achieve small batches, many batches of production mode, which requires enterprises hard work, practice good internal strength."

It is understood that Taobao is also gradually adjust the search rules, such as the same product picture will not show too much, to avoid the bottom line between merchants and price reduction, in search, will increase the display of new products, but also to encourage the original and push new. In this way, it will indirectly reverse the brand and traditional brands in the Electronic business strategy changes.

After the stock age, how to reshape and balance line and offline relationship? Brand owners and platform providers are looking for the right path.