Hu Chen: Using Internet thinking to do electric business

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This is more than two years ago the status of hundred-Li E-commerce. As the director of E-commerce operations, Hu Chen is not ambitious. Belle for the first time in the online real gold silver sales shoes, can have business to do he stole the music. Wait until every day can sell 10 orders, Hu Chen to take those two people to eat abalone to celebrate.

However, until the day to sell 2000 single, Hu Chen Rong also did not eat abalone. He had been numb. Hundred Li Electronic Commerce's high speed development let him have no time to reward everybody.

Forced net

Although the line under the "Shoe King", Hundred Li's E-commerce road starting point seems to have some forced.

"If you don't do it, your opponents are doing it, and if your authentic doesn't do it, your cottage products are doing it." "In a recent E-commerce conference, Hu Chen to explain the source of the hundred-Li into the electricity business." This passage was also greatly disseminated by the media.

On the same day, Hu Chen the speech, immediately left the meeting. A crowd of people immediately rushed forward to exchange business cards with him. Hundred Li such a traditional enterprise once net, its every move has been the attention of people.

Hundred Li Group has a total of 26 sub brands, in the national market ranked top 10 footwear brands in 6 belong to Belle. Can be in the competitive footwear market in a monopolistic position, hundred Li Group has developed a mature business enterprise thinking system. Therefore, although the number is somewhat forced, but decided to face the Internet tide, Belle's performance is long-term and sharp.

"At the strategic level of the company understand, Belle involved in E-commerce is not only to meet the future needs, but also in order to obtain a secure position in the competition." Hu Chen said. That is, if, one day, e-commerce has become a subversive mode of behavior, Belle must be prepared. This preparation means that Belle is not only a team, there are channels, but also to have the status of the industry.

Therefore, from the hundred-Li senior to the Hu Chen of the business of E-commerce requirements is, do not lose money, can bring up the team and channels, E-commerce to understand on the line.

However, at the tactical level, Hu Chen is aware that hundred Li into E-commerce is not air-to-air, but will inevitably bring practical results.

"As long as the number of 16 pairs of shoes, hundred Li can be a single production." Hu Chen said. This flexible production line is one of the core competencies of Belle. In research and development, production and other front-end supply chain excellent rapid response capability, coupled with Belle in the channel, price and brand promotion on a series of mature system, so that Hu Chen Rong believe that Belle has the ability in any new market segments, seize the opportunity to expand the brand.

The young, fashionable net buys the market, also should not be exceptional.

Online shopping exclusive brand strategy

Every year in Europe and America and hosts's show, the major shopping malls, there are hundred-li international buyers in the event. They are active in these freshest fashion venues, only to allow Belle to capture the latest information and shoe Edition for the first time.

Thousands of shoe editions a year. This is the gas of Belle. It also shows the booming of several sub brands which are positioned in different market segments.

Beard, dress very "art", although the age is no longer internet, but Hu Chen's dress is very internet. All over the "fashion" hundred li Understanding of E-commerce use is also very cutting-edge thinking.

At the end of 2009, Belle launched the exclusive brand "Innet", which is specially positioned in the online shopping market.

"Under the line, to successfully build a brand requires 3-5 years, even 10 time," Hu Chen Rong said, "and on the Internet to shape a brand only need 1-2 years, than online to build a brand easier, this is our reference to other well-known brands of the growth experience of the brand to come to the conclusion. ”

Belle soon locked the first target customer base on the Internet. They are the main power of online shopping, is young, the pursuit of fashion women, their income will not be too high, but the ability to receive new things faster. "Hosts" to the main characteristics of the fashion, but not limited to hosts, style changeable, price positioning in about 200 yuan, is specifically for this part of the Internet target customer base launched brand.

Under the line, Belle's other brands are at least 1 time times as likely to be "".

So far, the pursuit of the fast-fashion "" of the "", "" "has launched 800 shoe version. All the products sold on the internet, the shooting, packaging, description, are completed in Taiwan. For the billion power network raised the question whether will increase the cost, Hu Chen Rong's answer is very surprising: "Because of the early development of E-commerce in Taiwan, so their industry eco-chain is also relatively perfect, the provision of similar services to a better price than the mainland." "Hu Chen Rong revealed that more than 200 shoes, if it is on the mainland shooting, description, one months also uncertain, and in Taiwan, 3 days to get it done."

"The child" soon obtains the net buys the user the approval, has achieved the vigorous development. But the pace of belle-shaped network exclusive brand not only stops there. Hu Chen Rong revealed that soon hundred Li will launch two network exclusive brand, one is "Fareno", positioning for business casual men's shoes, the target customer base for the network to buy young men, price for 200~250 yuan (online under the Belle is only Sen Tatsu has men's shoes, high price); another is "sharp (tentative name)", launched after July, Is the first hundred Li positioning in sports and leisure brand.

Hundred Li's network exclusive brand positioning and existing offline brand positioning has obvious differences. "All brands correspond to different market segments, and we will never launch different brands for the same target customer base," said Hu Chen Rong, "The future network exclusive brand will also go offline, such as counter sales." He believes that online brands and offline brand ways is not possible, the future trend must be on line to the line, line down to the line.

It is not difficult to see, with the help of the Internet to buy users, hundred Li has been successful tentacles to the low-end brand shoes extended.

E-commerce for Belle, is "dangerous", but also "machine".

Do not demand a large amount of sales in a short time

More than two years ago, Hu Chen Rong arrived just six months to prepare the hundred Li E-commerce department, only a small work range.

Soon, the whole building is full of e-commerce staff. Next, the second floor is full again. "Don't know where to go next year?" Hu Chen Rong to billion power network said.

Although the same as other E-commerce enterprises have experienced rapid growth, although the hundred Li launched the Network resale brand strategy is "Avantgarde", but in the actual operation level, Belle is careful.

Hu Chen Rong just joined hundred Li, the main sales platform on the internet is Taobao. In spite of that time, Belle has launched the official shopping mall Amoy Network first edition. But there is no fanfare to promote it.

"We don't burn money blindly, and we never think of e-commerce as a bite strategy," he said.

This idea has been in Taobao E-commerce department continued down. With the rise of Taobao sales, Amoy Show Network has also achieved gradual development. So far, Belle still has not completely liberalized the product to join the sales system.

"We have a hunger strategy for the market and we don't have to sell it in a short period of time," he said. Hu Chen said. At present, hundred Li's sales system has two types: the proprietary system, mainly for the hundred Li Official Shopping network Amoy Show Network, and Belle in the professional Network mall, such as Taobao and Pat on the straight shop, joining the system, including the Business of Excellence Network, the Show Network, red children, Fank V and Lok Amoy, such as well-known mall, and a variety of small C, At present, hundred Li Consumer-to-consumer franchise shop has more than 100, many Taobao sellers do a monthly sales of more than 300,000 of the performance.

However, along with the same line, the Internet also exists in the area of products, selling fake behavior and other issues, and even online products and offline products conflict, "These problems will never be the ultimate solution," Hu Chen Rong said, "Only one side to solve." On the previous question, Belle's strategy is to implement a patrol system for E-commerce channels, the price of online channels, products, customer service and other strict control. The last question, "We have a little trick, is to try to make online products and offline products out of sync."

Hu Chen that, hundred Li's electronic commerce road divides into two stages, one is constructs the platform, the construction team stage, the second is develops the mature network exclusive brand group stage. In his view, the current Belle is at the end of the first stage, the beginning of the second stage of the state. In response, Belle is also about to launch a new marketing strategy. Specific content Hu Chen Rong said inconvenient, but probably the direction is the use of SNS marketing. "In the channel sales, we also entered the upcoming stage of large-scale spread." ”

The correct support of decision-makers, perfect upstream supply chain and strong IT system support are the basic elements for the road of Hundred Li E-commerce to go smoothly.

"But the most important thing is the thinking of the Internet." Hu Chen said.