Excellent purchase of online shoe city CMO Xu: Do the electricity dealer must have the retail gene

Excellent purchase of online shoe city CMO Xu

Japan Lotte recently decisively announced the shutdown performance has been depressed cool days, but said it will not give up the Chinese market, after Dangdang guoqing (micro-BO) made clear that when this year will take a contraction strategy, and the Cotton Stockings Cotton Network also announced to do whatever the cost of compression. In this "winter of E-commerce", the footwear giant hundred Li's excellent shopping online shoe city how to deal with? After nearly a year of test water, what is the experience of excellent purchase of traditional enterprises to learn from? With these questions, Beijing Business newspaper reporter interviewed the excellent shopping online shoe city CMO Xu.

Improve order quality

and user quality

"Clothing, footwear products, supply chain management model and product life cycle is different from electrical appliances, books and other standardized products, its product life cycle is only 3-4 months." "Shoes and clothing type of electric business site Business Category comparison factors than standardized products directly," persuade "users to shop more difficult.

Xu said, you buy online shoe city through the size of the description, try to wear the experience and other links to reduce the user front-end shopping difficulty. Through these means, on the one hand, improve the quality of orders and customer quality, on the other hand to ensure that the user to enhance the shopping experience, hope for the enterprise benign, sustainable development lay the foundation.

Xu said, the purchase of online shoe city not only sales scale, growth rate as a business purpose, but also to establish a rational industry differentiation image. At present, the above adjustment does not have the big influence to the order quantity, but the user and the order quality has the remarkable enhancement, simultaneously the operation cost and the efficiency also has the promotion.

Traditional Enterprise

"NET" must be over three

rely on hundred Li do Online mall, to Xu and hundred Li, both sides in the past 9 months is constantly running-in, collision process. Through the initial running-in, the people from the Internet and the electrical business and the traditional operators from the hundred Li become more and more effective communication.

according to the company's own operating experience, Xu that the traditional enterprises to do business to three, the most important thing is that the traditional enterprises can not because the main business encountered problems, and E-commerce as a new growth point, this idea is wrong; Meanwhile, online business in the first 3-5 years do not expect to change the company's development curve , or how beautiful the performance is in the financial statements.

Second, E-commerce Enterprises must have a retail gene, will not be lost in inventory turnover, the ratio of savings and sales, human efficiency and other business indicators involved in the efficiency of the supply chain. Because E-commerce is a highly concerned about retail indicators of the subdivision industry, the traditional business e-commerce business, if the implementation of Agent distribution mode, they do not operate a specific operation, is actually to maximize their own short board.

again, the traditional enterprise category line, brand line to be wide enough, if only a single brand to try to net, then more suitable to the days of Cats, Beijing-east platform distribution of goods.

Xu stressed that the nature of the business is actually through supply chain management, using it information technology and data analysis to operate the user, while the traditional retail industry's biggest problem is seemingly know how users are groups, but in fact, and the user's direct relationship is relatively weak, when the user's consumption habits, The change of consumption ability has a relatively delayed reaction.

The longer

lie down

can jump higher

this year is the electronic commerce industry "winter", more and more enterprises feel the capital is tight. For the future development of the industry, Xu quoted a colleague, "How long you lie down, decide the future you stand up to the height of how high."

Xu admits that this year the situation is not very good, some of the second-line vertical operators in front of the capital is very cautious.

"Some companies may only have enough cash flow to support half a year, if the capital market does not change, these companies may be a bloody financing way to obtain funds." Xu points out that corporate capital constraints will first reduce advertising, but orders and sales will be reduced. Next, these companies will lay off workers and go into a vicious circle.

Xu predicts that this year, the electric business industry may appear some low-cost mergers and acquisitions or mergers, as well as traditional enterprises through cooperation with pure E-commerce enterprises, equity replacement, such as capital operations to quickly cut into the electric business.