Excellent purchase of electric business platform to recruit large-scale "non-Belle system"

Core TIP: The reporter read Alexa rankings, excellent purchase nearly one months ranking is rising, has become the footwear industry second, more than the Amoy network.

Tang Xun Fang Shanghai report

The electricity merchant's winter, is the traditional enterprise enters the electricity merchant's spring. March 22, Hundred Li's electric business website Excellent purchase network (micro-BO) announced a large-scale investment plan, the scene to attract domestic footwear industry brand enterprises settled in, such as Leirsding, O ' Connell, Li Ning and so on.

Since last July on the line, Tesco in the electric business in the winter trend of sharp growth. According to the quality of the data provided by the purchaser, its daily orders exceed 6000, the peak of 7500 single, one-day sales breakthrough 2 million yuan, monthly revenue of more than 50 million yuan. And the reporter looked at Alexa rankings, excellent purchase nearly one months ranked upward trend, has become the footwear industry second, more than the Amoy network (Micro bo).

But the ambition of Tesco is more than that. "What you want to do in the future is a platform business, not a brand." "Excellent purchase CEO Xuejun in an interview, said that the purchase will be" first deep after wide ", the first expansion of footwear, sports brands, the second half of this year will be extended to clothing, bags and other categories.

Mass recruitment of "non-Belle system"

Compared with traditional department store's deduction mode, we adopt low rate competition strategy

"Cat (micro-blog), marketing resources has become scarce resources and development bottlenecks, its balance strategy will not let a business in a subdivision of the category into a bully, and Taobao platform price is low, the high-end brand is difficult to adapt." "is looking for consulting president and chief analyst Luebbe to think:" Another way to enter other business, Brand is another good choice. ”

However, the practice of brand-makers will be screened by Taiwanese businessmen. "When choosing the platform, we will consider whether the platform matches the brand, and the assessment points include both brand awareness, traffic flow and user groups." "Lida Business (Brand: Leirsding, CNE, etc.) E-commerce director Yang Xiaohui told reporters.

Compared with the traditional department store's deduction mode, we adopt low rate competition strategy. At present, the former deduction fee mode is water inverted, accounting for 25% of the turnover, while the optimal purchase is 20% proportional deduction fee, but also bear the brand of total turnover of 7% to 8% of the logistics costs.

According to the senior investment manager Du Chun, excellent purchase and business cooperation mode includes: warehousing, shipping, open platform. At present, the main mode of cooperation is warehousing, for those who have strong warehousing, distribution capabilities of businesses can take the generation of shipping mode, open platform is also being prepared.

"At the moment, the open platform is just a plan, but in the long run it needs an open platform." The open platform is a supplement to the purchase. Xuejun revealed that the fast growing period of the Tesco will take a cautious attitude. At present, the Beijing-east, when the open platform did not find out how much experience, still can not give advantage to buy reference.

Plotting Electric business Platform

Contrarian attack, the opportunity to expand, but also consider the introduction of strategic partners.

"Excellent purchase is a channel of electricity, to the hundred-Li Electric business management, sourcing also from the hundred-Li electric business." "Excellent purchase network chief marketing officer Xu told reporters, although the excellent purchase by hundred Li Investment, but its position in the hundred Li Group structure and other business and no two."

At present, the hundred Li Group has electric business division, in charge of hundred Li E-commerce channels and sources of supply, cat flagship store, Tencent Pat Flagship store, such as from the operation of the website and the Silver Thai Network and other electrical channels are owned by the hundred Li Electric business jurisdiction.

2008, Hundred Li opened Taobao flagship store, independent Business official website-Amoy Show Network, began to grope in the field of electricity. At present, the network channel, hundred Li has nearly 200 independent retailers, and has a more mature operation of the warehouse, logistics, can be operated, managed, Electric business website can also cooperate with, by the hundred Li is responsible for delivery.

"It supports shipping and cash purchases, but does not take account of the period of payment." A person close to the hundred-Li Electric business told reporters. At present, the footwear business enterprises do not have sufficient cash to support High-volume purchase, and the generation of shipping cooperation mode, footwear consumer and worry about the hundred-Li Electric Chamber of Commerce know its website user data. It has also made many of the vertical-class consumer websites that want to expand the products of the hundred-Li business not to go deep.

Therefore, the birth of excellent purchase. For Belle, it is not only the use of its own capital, brand, procurement channel advantages and other resources to support a business enterprise, but also hundred Li extended its online proprietary mode of the important carrier. But when the capital-driven people tighten their belts for the winter, they choose to take the buck and expand.

According to Xuejun, 2012 will improve the user's shopping experience, enrich the type of goods, expand market Size, enhance the brand and so achieve rapid growth. The number of products, currently has 5,000 SKU (inventory unit) of the first SKU this year of June will increase to 10,000. and product category, you will do the deep shoes, sports brands, do wide clothing, bags category brand.

Tesco is currently carrying out a large-scale spring sports promotional campaign called "Thunder Action". "The immediate aim is to attract new users, followed by turnover and gross margin." Xu said, compared to women's shoes, sports category more standardized, easy to attract new users, and sports category also brings men and women shoes, outdoor, children's shoes and other categories of growth. Next, Tesco will also do a series of marketing activities to drive new growth.

In order to support the 100% holding of the excellent purchase, Belle's good days, he she, Scattu, best picture, Belle and other women's brands are only for the optimal purchase of supplies, and such as good music buy, Amoy and other footwear, such as consumer electronics temporarily unable to obtain these brands of women's shoes.

"Belle Brand is only part of the purchase, the future is not likely to be most." "But Xuejun is trying to downplay the impact of Yum on Tesco:" The current sales of Belle's women's shoes are 20% of the total revenue, and the revenue share of sports categories such as Nike and Adi is up to 50%. ”

Zhang Yi said that the future will be the introduction of strategic partners, they may be in the supply chain, brand promotion end, the goods cooperation end, but not financial collaborators.

"The future is a platform business, not a brand maker." Zhang believes that the future of online shopping platform commodity proportion will be followed by the current proportion of traditional department stores, that is, footwear goods revenue 10%, cosmetics 10%, sports 6% to 7%, clothing 30% to 40%, "clothing is the real big category."