Hundred Li Group's excellent purchase network has been online for two years

As the forerunner of the traditional enterprise wading electric business, hundred Li Group's excellent purchase network has been on line for two years, the two years of the electric business industry surging, excellent purchase but appears relatively quiet, the two years in the end what is the purchase? What will be the future of Tesco? Excellent Purchase network CEO Xuejun in the interior of this made a detailed description, in his opinion of the past has been doing defensive strategy, the most important thing is to achieve online integration, and then the whole strategy to attack the transformation.

Spend 2 years transforming IT systems

Belle was involved in the electricity business in early 2011, at that time, hundred Li Group has 15,000 direct stores, covering more than 300 cities nationwide, settled nearly 1500 department stores, in the field of physical retailing has formed a threshold of competition, but the threat still exists, but also on the way consumers buy behavior from the line down to the line of the conversion.

At that time, the trend in the books, 3C standardization of commodity areas has been reflected in the future of fashion consumer goods will be quickly followed, the speed of entry will be many, the Belle Group has no way to determine. But based on this trend of judgment, the Hundred-Li Group decided to increase the investment of Internet resources, at least more than competitors to establish an Internet technology team, as soon as possible to explore the Internet marketing law.

Although as a traditional enterprise, and there is not much experience of the internet, but let Belle can have confidence to do this thing's motivation is, the top ten U.S. Electric website, brand site accounted for 8, and at least a similar brand site is the development goal of Tesco.

But this goal is not so easy to achieve, at least for the optimal purchase, need to have a strong software technology capabilities, especially if the need to borrow from the hundred Li group resources, it must be able to develop the Electronic Business platform software, and logistics and warehousing software and offline store POS software through.

For Belle, the current use of IT systems are built 10 years ago, has not been suitable for the current industry, and the past 2 years this has become one of the priorities of the business. After the formation of the Beijing and Shenzhen technical team, the technology system in the procurement of tinkering has been improved. In Xuejun's view, although the current excellent purchase technology system still need to improve, but basically has crossed the first threshold of the electrical quotient, that is, "electronics."

How important is this threshold? In Xuejun's words, at least retail rivals have a hard time catching up. For example, recently many department stores want to enter the electricity business, to Xuejun Consulting, Xuejun's first question is IT system how to do, the other side of the answer for outsourcing or buy a system, and Xuejun give the advice is "if so you do not do".

Xuejun said that although China has specialized in logistics software companies, specializing in POS system open companies, but few have to do the electric platform system companies, less companies can integrate these integration, and these are often the key to the traditional enterprises into the electric business industry.

The idea of integration under line

After judging the importance of IT systems, the company began to open the second battlefield, set up a logistics software opening team, and in April this year to win the future coverage of the hundred-Li Group of 153 warehouses in the logistics and warehousing distribution system software development, and in August started the offline shop POS system software Development, This store POS system development is completed, will involve the implementation of 18,000 stores nationwide.

In Xuejun view, once the offline logistics warehousing distribution system and store POS system development completed, three major systems to get through, line online integration of the business form will be finally established. What does it mean to be integrated online? The most important thing is that you do not need to buy proprietary products independent stock, but through the local store directly with the City Express.

In fact, the above thinking of the hundred Li Group into the field of electrical business, some of the stores in Shenzhen have done a pilot, its difficulty is IT systems difficult to butt, inventory is very difficult to deploy, resulting in inefficient, at the same time because there is no rule of interest, store no actual commission, resulting in the interests of shop staff and electric business conflict, So often do not want to supply or provide defective goods.

But for any retail company, stock is always more than the sale of goods, to footwear, for example, due to the size of the problem, often shop to sell 1 pairs of shoes, stores need to prepare 3.5 pairs of shoes as inventory, unobstructed to the end of the season also have to discount clearance, inventory, and these can be shared into the net to supplement

According to Xuejun's idea, through the IT system to achieve online integration after the line, the future of Beijing, Shanghai and Shenzhen Treasury, will be mainly non-Belle operation of the merchandise, hundred Li Group of proprietary goods will be through the integration of the system, through the local store directly send the same city Express, can save costs can also arrive on that day.

and online and offline sales, will also be through the establishment of rules to cooperative relations, such as shops have commissions, sales performance at the same time into both channels. And based on the future of the form of the store will be a huge change, "for example, the former shop staff are basically done into the store customer marketing, the future may be proportional to 2-3 employees to do into the shop direct, and 1 employees do offline customer marketing, including through micro-letters, O2O and other ways." ”

However, online information integration, does not mean that the price integration, according to the Hundred-Li group planning, online can be cheaper than offline 10%-15%, but in sales performance will be through a certain number of rules to supply stores, to enhance their enthusiasm for work.

Of course, the current hundred-li coverage of more than 300 cities nationwide 15,000 direct stores, system transformation is not so easy, so Xuejun set the goal of 2 years, "This goal is our own controllable, for us is only a matter of time." ”

Do you have a chance to buy in the electric business field?

In fact, in recent days, not all of the good news, two consecutive executives left. Xuejun Frankly these senior management turnover is loss, but said it will not affect the development of excellent purchase, he also said in the next 2 years will try to purchase the offensive positioning, not only to become a brand site, but also the opportunity to become a fashion location of the mall.

"In short, you want to become a price section of 300-1000 Yuan, the main categories of goods in the apparel, shoes and sports clothing fashion mall." Based on this year March, the slogan of the excellent purchase of nets from the "buy shoes, on the excellent purchase" changed to "excellent life, buy fashion." "Xuejun said.

Xuejun said that the current cat, Jingdong business model of the basic pursuit of all-inclusive, to the size of the leading, only the product will be the main clearance discount concept, but the physical department store in the form of the existence and positioning of the vertical electrical business is not particularly excellent, "as long as you insist on the purchase will certainly have ”

At the same time, Xuejun that the online boutique department of the field, is unlikely to appear later. On the one hand is the natural threshold of IT systems, on the other hand, many department stores and resources are not enough, a lot of companies only a billion of of the profit, it is not possible to lose 100 million yuan to raise electricity, and in the mobile internet era, the original PC power of the efficiency of the decline, also will let the latter have concerns.

But even so, the concept of excellent shopping and online boutique is still a gap.

Xuejun listed the lack of conditions: A department store merchandise sales category accounted for, generally under the line department store, sales accounted for the largest share of the clothing, about 50% of the ratio, shoe bag accounted for 15%, sports shoes accounted for more than law. In accordance with the current optimal purchase of goods sales accounted for, to eventually become a fashion mall website, excellent purchase to strengthen the "apparel" category of the proportion of goods.

Once gifted also considered, whether the main station to focus on the order to 10000 orders, and then consider the structure of the commodity problem, but the final result is negative, the reason is that the fashion of personalized goods and 3C standardized goods are different, and the current time of the Internet is also different, The purchase of excellent site orders hard to 10000 single pay the price is very large; second, through low-cost dumping attracted to the consumer group, can not become a fashion shopping mall positioning long-term customers.

So how to through investment, procurement of different apparel products, is the most important at this stage of the purchase. For the mobile internet, Xuejun is frankly not too clear, but he believes that the PC side of the brand value will be postponed to the mobile end, so in the direction of the determination to go on, will have the opportunity to succeed.