is the website of the vertical electric dealer just a decoration? Six major changes to the wheat bag

"Editor's note" in the electric business structure is increasingly dominated by the platform today, vertical electric Dealer's official website is just decoration? Billion power network to contact the largest domestic luggage channel brand Wheat Bag official website Head, she said the wheat Bag official website operation has been mentioned company strategic level, in 2014 to develop health and is undergoing six major changes.

First, the official website set up a separate division

Stone spot revealed that the wheat bag in 2013 at the end of the organization structure adjustment, break the original department system, the company is divided into product business Department and official website Business department, including the official website Business department also contains the wireless business, product Business Department is responsible for the operation and sale of the group commodity brand. "Such an organizational structure, means that the official website is not simply a sales channel, but will play more role." ”

A number of brands to tell billion power network, now whether the Beijing-east, the cat or the only product will be, as long as the sales have to go to the platform of the brand to hold a strong attitude, resulting in the brand can not adhere to their own pace of development, but must follow the needs of the platform to adjust In this respect, the stone spots, compared with other platforms, the MAI bag on the official website of the autonomous control more strong, the future hopes and wireless combination can have more play out.

Billion power network learned that the wheat bag wireless end of the product and the official website synchronized sales. The double 11 activities, the MAI Bag official website and wireless end than the cat and other external platforms ahead of the promotion of sales, in the same situation all kinds of resources will be more inclined to the wireless end of the package.

Second, from selling only own brand to also open platform

Since November 2013, the wheat bag has been gradually selling from its own brand to other brands. "We are trying to build a bag fashion shopping Mall, in this process of transformation, brand investment and website construction work is essential, and its synergy is the most important." "Stone spot revealed that so far, the Mai Bao Bao official website A total of more than 3,000 SKU, already has 80 bags brand settled in."

Stone Spot said, the Mai Bao package this time launches the brand investment business is according to the whole year Plan step-by-step to carry out, early investment in the first consideration in the one or two-line city has a department store brand, and gradually accumulated in Parkson, New World and other department stores can see the well-known overseas brands, and also consider some of the scarce brands.

Billion power network from the wheat bag to observe the official website, investment brand Grade has covered the foreign high-end brands to domestic parity brands, categories include men's bags, women's bags, parent-child bags, trolley boxes and other types of bags, the platform of the layout and framework has been the beginning of the formation.

Unlike the open platform of Jingdong and the Sky Cat, the opening of the MAI bag is not to allow other brands to open the shop, but to control the procurement, sales and operations. "It is because of this, private brand and investment brand is equal, who has better sales and transformation, resources will tend to who, 2015 in today's framework to do extension." Stone spot to billion power network revealed.

In addition, stone spots said that in order to meet customer demand from a matching point of view, at the end of 2014, the MAI Bag official website may also try to add other accessories category, such as scarves and glasses.

Third, back to the client to think

The most covert change in the business department of the Mai Bag is the idea of operation.

Stone spot told billion Power network, as a vertical electric trader will fetter the team's thinking and ways of doing things. "The value of a platform is still not, not to see you are not vertical site, but to see what you bring to the customer value." You do a luggage platform, how to go with the cat, jingdong luggage more than goods? It's not realistic. The other side of the goods is the high cost of selection, and the quality is mixed. According to this idea, we will be positioned as the official website to provide consumers with the most professional selection of shopping malls, not according to me is the idea of vertical site to operate, but open-minded. ”

For example, in the past, where the MAI bag chose to buy traffic, one of the considerations is the vertical category how to put, and now forget that they are vertical site properties, mainly to see where consumers, consumers need what. Stone Spot revealed that the operation of the idea from a purely internet point of view gradually back to the nature of the business, the changes brought about by the operation is very impressive, although the official website flow did not grow much, but the conversion rate was increased by 70% per cent in 2012.