Kelan diamond in this change will go from here?

Text / sand Lei

"Decision-making is right, the point is right, but after the shop staff, marketing, service how to do." This makes the shop adjustment appears to be quite a turning point.

As the earliest Kelang Diamond Test water jewelry business in 2011, Tencent into the hundreds of millions of investment, as its one of the important layout in the field. Subsequently, Tencent QQ online shopping jewelry category handed over to the overall business by Kelan.

However, with this year Tencent will be transferred to Jingdong e-commerce business, Kelan diamond in this change will go from here?

From heavy to light

"Why care about lift your left foot, right foot, the shortest straight line between the two points."

Recently, Ke Hong diamond CEO Cao Hongzhi there is a worry, he wants to change the past, the boss of the company culture is strong, dedication, dedication, leading to the company's lack of innovation passive situation.

In his words, there is not enough will and motivation for everyone to act on his own initiative, overreliance on the boss and senior management. "I want everyone to do their job the way they want, maximizing their ability to do what they like best."

He solicited "lobbyists" in a big way. "As a person in charge of any department or position, you have to be able to assume this responsibility. You should know how to do good things, use your solution to persuade me and get the company's resources. This is what the company needs most. It's not that I told you what to do, how you do it. "Cao Hongzhi told Oriental Entrepreneur.

What changed at the same time is how the O2O layout of Kelan can better realize the combination of online and offline business. In addition to online sales channels outside the sales function, more to do marketing as a corporate branding and access to the main source of traffic; offline storefront business need to do a good job bearing function. Existing carrying capacity is limited, Cao Hongzhi to consider a new model how to O2O store jewelry faster and better, rather than solely rely on the support of direct sales store.

To bring him the tangle is that, based on the characteristics of jewelry as an emotional product consumption, in order to provide customers with a better shopping experience to support the rapid development of business, Ke Lan in the country once or second tier cities opened nearly 40 Direct stores, stores are mostly open in Office. These stores have contributed strongly to Kelan's rapid growth over the past few years. However, these Office stores basically no natural flow of people, and in the operation mode and Kelan's online sales business can not be effectively integrated.

As a result, Kelan's development is getting heavier and heavier. Some stores even have poor operations in one or two years, and their lackluster Internet marketing has become the reason why Cao Hongzhi's determination to change. After understanding the crux of the problem, Cao Hongzhi started the internal adjustment.

The change is from the beginning of the closure of the Direct Store. For those who do not long-term profitability, and can not see the hope of profit-making store, Kelan took the decision to close the store. easy to say, hard to do! Store for the development of Kelan has great significance, everyone is also very emotional stores, not too willing. Cao Hongzhi felt the pressure. In fact, his pace of closing the store lagged behind schedule. "To be honest, I also hesitate.Decision-making is right, the time is right, but the shop after the staff, markets, services how to do." This makes the shop adjustment is quite twists and turns.

Find a dealer

At the same time, in order to better achieve offline storefront for the experiential consumption of jewelry O2O bearing capacity, Kelan began to vigorously develop dealer business this year. "We handed over to the more professional team some of the things we did not really like-storefronts," said Cao Hongzhi, "let Ke Lan focus on what you are better at."

Cao Hongzhi's self-evident self-evident: to prevent market volatility, quickly eliminate the sequelae caused by the change of direct store. "Kelan closed to adjust the existing own store, does not mean that Kelan will withdraw from the local market, we are just another service."

"As an Internet company, Gene's genes have never been offline store management. The company's development in just seven years, we did not accumulate enough under the store operations management staff, so many years in the store compared to traditional businesses and Operating network experience and talent accumulation, Kelan gap in this area is too large, and this is not a day or two can make up and Kelan its own unique business model, but also led to the traditional store business on the market Management is difficult to play a role. "Cao Hongzhi said.

It is worth mentioning that, after many unsuccessful attempts to use the traditional store managers, most of Kelan store managers are internally trained, so that the accumulation of talent is very slow. Lack of human resources is also leading to poor management Kelan store an important reason.

The future of the main battlefield of jewelry will be in the second to fifth line market, who can win this piece of growth who will be able to defeat others, which is already in the industry consensus. And Cao Hongzhi clearly aware of this.

"Our plan this year is the development of 100 dealership stores, the next 3 years plans to develop to 1000 dealership store layout from the point of view, Kelan uses its own + dealer coexistence store business model, which To better protect the company's business development.

Rely on the supply chain

Perhaps for the vagaries of the times, the core business of rapid growth is visible security. Years of construction, a rapid supply chain, CRM system and ERP system in Kelan has been initially established, and in the industry are leading.

More than once, Cao Hongzhi emphasized that Kelan's procurement process is already a multi-channel mode with the origin of the original stone to return to the country cutting, there is a stock of purchasers, the world's top suppliers of loose diamonds direct supply, the diamond of the finished product Network marketing and so on. This multi-channel combination of models, the effective control of the supply and cost, so Kelan Diamond online sales price is cheaper than the traditional channels of more than 50%, it will give low quality acceptable quality, not because of lower quality, but supply The result of chain promotion.

Data show that supply chain management and the O2O model are crucial to boosting sales. During the "Double 11" promotion in 2013, Kelan tasted the sweetness from O2O. It achieved the sales volume of 87 million yuan a single day online and won the highest sales volume of "Double 11". April 20 this year - May 20 Lynx Mall Marry Me one hundred thousand bride activities, Kelan orders, sales and other data more than the sum of other businesses.

Cao Hongzhi is not "the only technical school." He joined Kelan Diamond in 2012 as vice president. Prior to that, Cao Hongzhi worked for Excellence Amazon (337.49, 4.64, 1.39%) (now Amazon China) from 2006 to 2011 and served as Logistics Director.

However, at the outset, he also felt uncomfortable with Kelan. In his words, that is the biggest difference between making jewelry and ordinary goods is the customer price is very high, small size, it is difficult to do some very high-tech way. He put the experience of the Amazon into Kelan, often find it difficult to apply.

Cao Hongzhi is not without confidence. Through various channels, he learned about the operation of the jewelry O2O business model and gained a profound understanding that technology and business must be integrated and must be recognized by the market. Through the run-in, Kelan online data accumulation and offline supply chain support effective integration, so that he feel the power.

In the face of the future, he is sure that the product and performance is the best response. In this context, Kelan evolution may be able to find some answers.