City Beauty This underwear brand is not unfamiliar

For women, "urban beauty" This underwear brand is not unfamiliar, its brand spokesperson Lin Chi-ling may be the focus of attention of all men. But for the operation of urban beauty, or the general unfamiliar.

City beauty headquarters in Dongguan, the country's large and small cities now have more than 6,000 stores, of which 20% for the self-employed shop, 80% for the franchise, 2013 its offline store sales of 6 billion yuan.

According to the report, the City Lai has submitted a listing application form before the Lunar New Year, which is expected to be listed in Hong Kong as soon as the first half of this year, with a planned fund-raising amount of about $200 million (about HK $1.56 billion).

E-commerce has no effect on us

"E-commerce has no effect on us, why do we say that," said Zheng Yaonan, chairman and president of the City Beauty Industry Co., who was hosted last year by China Entrepreneur magazine, China's most influential business future star event. It actually promoted our development in fact I so far Our company does not do E-commerce, now Taobao on the shop, there are two hundred or three hundred, are my franchisee, some small customers do above, I did not do, but does not mean that I do not use E-commerce and the Internet, to bring us a very good company's development. ”

He believes that the electrical business is the essence of retail, is a High-tech tool, and then use this tool I was selling a product, now whatever it is, we are using High-tech, using a variety of technologies for our customers, for the company, for our consumers.

specifically to the industry, whether the underwear to do electric dealers? Underwear and ordinary electronic products, insurance, tourism has a great difference, it is very important to travel experience, do not know whether men pay attention to underwear, because the underwear on those different size, dress up about, but women's underwear is not the same, it is very important to women's experience. So if I can't solve this problem, how can I do electricity business?

Although in the past few years City beauty has maintained a relatively good growth, but in the rapid Internet tide feel a sense of crisis, it is also like the traditional retail enterprises to actively launch the electric business strategy.

Change idea O2O mode to start "The whole channel member marketing"

In fact, from 2012 onwards, urban beauty began the construction process of E-commerce, the initial effort is to focus on the back-end of the commodity management platform. The platform will be the entire company's commodity circulation management, including sales, shipments, store replenishment and other work, and the background data as the basis for the store's purchase, sales to provide recommendations.

In the Sina Science and technology reporter Tracy's report mentioned that the electric quotient in the city beauty company, changed a name called "the entire channel member marketing". Urban beauty in the past few years found that the traditional maintenance of members of the way, such as telephone, SMS and so on now the response rate has been getting lower, the loss of serious members, if you can provide better online integration management, Exchange and client mode, to activate members have a very big benefit.

Strictly speaking, urban beauty to carry out electricity business is not to simply electronic business, but in the Internet environment of retail channels expansion. "We are providing more comprehensive channels for our members to buy," said Urban Beauty CIO Sha: "Members can buy online or in stores." We are just offering members a possible purchase, a more complete service around the members. ”

Sha that the traditional enterprises to develop e-commerce options are not many, more for their own platform to do marketing, or with the mature Third-party E-commerce platform cooperation. Either way, the real core lies in the positioning of the role of E-commerce. Because the traditional retail enterprises into e-commerce, some enterprises in order to expand the online business, will be online commodity prices on the low, to the offline store or franchisee's interests caused a great impact. There are also companies to select online sales and different lines of the new products, the result of consumers to brand awareness confusion.

Urban Beauty O2O core to "shop subsidy store, online feed line"

Urban beauty, in the same brand, under the line is an indivisible whole. In the process of planning the electric quotient platform, the urban beauty has repositioned the relationship between the line and the line. With the "Full channel membership marketing" strategy, urban beauty will be the electric platform positioning for the retail channel supplement, and offline as a sales channel of a manifestation. From the city beauty of the real shop, the entity stores are the key point of the operation contention, even if the online business is opened, it is also a kind of cross-border integration of interoperability.

Based on this positioning, urban beauty has creatively developed a unique operating mode of the electric business platform: the profits generated after the sale of goods by the electric business platform to the members, after deducting the operating costs, all proceeds are allocated to the registered stores. The new pattern of benefit distribution has changed the relationship between online and offline, and the marketing channels such as City beauty electric quotient platform and offline store, franchisee and so on are no longer the competition of this, but become a mutually beneficial structure.

Sha introduced the city beauty electric business platform operation Assumption: "The electric business platform is only to maintain operations, profits are to join the franchisee." "According to the Sha calculation, the average of 100 yuan per sale of goods, after deducting the cost of goods and the operator platform operating costs, can be allocated to the dealer profit of about 15-20 yuan."

However, in the process of developing the O2O model, the biggest problem faced by the entity enterprises is the contradiction between the online and the channel resources, and different enterprises adopt different solutions. For example, Suning implementation line offline goods through, the same price, some clothing brands are also exploring the line under the flow of information, merchandise flow through. This is also the future of urban beauty challenges.

Using micro-credit card position mobile O2O

Micro-letter fire, such as tea today, many electrical business practitioners have begun to explore the micro-trust, especially last week, the official announced the payment interface full opening, but also a lot of people do a good job of micro-trust business confidence. Before this, the city beauty has opened the micro-letter public account, as a brand promotion and user survey channels, feed line under the store sales and product development. has been for urban Beauty micro-trust business lay a solid foundation. How exactly does he operate?

Attention to Urban beauty micro-letter public account, there are two parts, part of the recommended content (female work, life, chicken soup), another part by clicking the "Go Home" button, into the urban beauty micro-letter custom page, as shown:

1) Magic: The plate is mainly urban beauty product models and urban beauty users of the picture display, the display is divided into "Hundred Change Bra", "warm winter" and many other topics, a product overview, but can not directly under the list.

2 neighbours: In fact, is the embedded Map Query location query tool, through it, users can find their own annex to the urban beauty offline store specific address, similar to LBS services.

3 Where the beauty goes: This is the city beauty consumer shopping experience Survey Oh tool, form is questionnaire survey type.

4 jigsaw Puzzle Girl: A jigsaw puzzle game, each off the pattern are urban beauty model map, its set the game description, the user successfully completed the puzzle after sharing the circle of friends can get related gifts.

5) Li said: Comics + embarrassing encyclopedia, biased female content, humor and small common sense of the conduction.

6 The King's Men: Marriage, family, childcare content reproduced.

7 The Goddess of change: User information questionnaire, the system will be based on users in the completion of the basic personal information, recommend the user of the city beauty of interest in the style of products, styles.

8 Big S Small s: The user enters own "the upper bust", "under the bust" submits, may obtain suits own product size.

Visible, urban beauty in the micro-letter public account of the operation of ideas, give full play to the micro-credit CRM tool attributes, and close to their target users, around the entertainment, fun, interactive, content close to the user role, the ultimate goal is to guide users to produce offline purchase. At present, the city beauty official Micro Bo has become the promotion of its micro-letter public number of the main "battlefield", offline and the combination of stores to promote.