Mai-Lin's "weight gain": a full complement of factors

In Gu Beichun's view, E-commerce is like a siege, "people outside the city want to rush in, the city people want to rush out."　　In Suning, Gome and other retail giants to try the water Network shopping mall, as the CEO of Michael Lim but the reverse line, began to vigorously expand offline stores. Macaulay's plan is to expand to 2000 retail outlets across the country in three years, and at the moment the company has only 200 physical stores.　　To this end, this May, Mai Lin from the United States costumes (002269) dug the deputy Wang Hongzheng as the general manager of Macquarie Retail, for the short term will be the retail network quickly spread out. The plan sounds like a myth. Let a lot of people confused is, in this "light asset" in the era of popular, online business booming Macaulay, why to their own "weight"?　　With the attendant cost increases and management complications, can the company bear the burden? and Gu Beichun hold the same view of the men's brand Bono E-commerce general manager peak.　　On this node, he is planning to put the fashion custom store Bono tailor at home to 100.　　So, in the light of these companies are willing to "weight" behind, the expansion of E-commerce has a "City outsiders" invisible borders? The reason for the expansion of the new profit Mai Lin to expand the offline store, Gu Beichun said this is for the benefit of advertising to maximize the consideration. If I have 10 million, I always take out a part of the money to cast the best website ads, the remaining money if the continued investment in online advertising, this advertising benefit is diminishing, input-output ratio is bound to reduce. At this point, I can put it into a new field. "In line with this idea, Wang Hongzheng is doing the second half of the shop plan. According to the plan of the Mai Lin, these new shops, mostly to join the way to complete the expansion.　　"First-line cities to direct battalion mainly, two or three lines of cities to join the main." "Many people think that the store has rents and personnel costs, profits will be reduced, but it is not." In fact, E-commerce also has a cost to save, is online advertising marketing. Some of the online shopping shop started, its advertising costs even once more than the total retail, and then slowly fall back to a reasonable category.　　"Gu Beichun said.　　In his view, when the company's e-commerce developed to a certain stage, if you continue to invest more, the cost of capturing a new customer becomes very high, and efficiency is relatively reduced; when the development of E-commerce encountered marginal decline, if the funds into the offline store, although short-term will not increase the benefits, but in the long run, the growth of space is greater.　　It is understood that the net interest rate on the wheat-forest line is about 10%, and the retail outlets below the line have not reached such level. Mecoxlane has made the probability of the growth curve of different stores, and based on the sales data of the first-run stores, the company can accurately predict the future growth of other stores. "Generally speaking, the first 6 months of the new store income is very low, but in the next year can generate profits." Before deciding to "weigh", Macaulay had already owned 200 stores. This is 2007.Try to start.　　At that time, Gu Beichun found that online and offline customers do not overlap. "A part of the customer is willing to order the catalogue or order clothing online, but some customers must try and wear a dress, so the shop sells clothing is it irreplaceable channel." "What impressed Gu Beichun is that he went to a store in a small city near Nanjing.　　He checked the store's database and found that the original number of old users is not much, but the interesting thing is that many people enter the store have heard that the Mai Lin. "That is to say, 100 of the original catalogue or a number of online ads to buy only 5 people to order, the other 95 people may because of various reasons or habits did not produce a purchase, but they know the brand." As a result, the physical store has become a good way to crawl new users of the additional channels.　　"Complement the full line of elements Gu Beichun and peak believe that if the online and offline can achieve extreme, both the cost and profit is equal, the key lies in" how to do. Entering the offline store, Macaulay faces a different challenge. "The key element of retail is the location of the shop, the display of the plane, the sales consciousness of the salesman, how to replenish the goods, how to join, etc., and on the line, we talk more about how to optimize the database and search engine, the cost of network marketing, how to standardize the call center. "The shift in the front-Office system is the biggest test for the company, because retailing itself is a business model in which the details are successful," Gu Beichun said.　　In contrast, the company's back-Office logistics warehousing system encountered a relatively small difficulty. "When traditional brand-makers transform e-business, the supply chain in the backstage will change greatly, which is the reason for their difficult transition." And for Mecoxlane, we are very familiar with the difficult e-commerce, and then do some traditional business-to-business logistics can be said to be a piece of cake. "It is understood that Macaulay currently only in Shanghai to set up a general warehouse, the future with the spread of retail outlets, may be corresponding to set up a separate warehouse."　　In addition, its logistics distribution is fully outsourced. In the inventory turnover, two channels of turnover days are not very different, "it is difficult to say which is better." Gu Beichun explains, "We do our own brand in the field of E-commerce, so we can't control the turnaround days very low like a pure platform trader." Online shopping and mail-order products must be produced after entering the warehouse, we can sell, some customers will be ordered even after two or three months, the company must be ready for this goods. "By contrast, when Macaulay's merchandise goes into the store, customers may buy it the next day," he said. "Retail outlets are selling for a while, which is an advantage. "Similarly, offline stores can receive cash immediately, Mai Lin's online shopping and mail order can be completed in the transaction the next day to receive the payment of courier company," This is a virtuous cycle, accordingly, the supplier's funds can be quickly back together. "Three channels in parallel, however, from the product point of view, whether it is Macaulay, Bono or Su Ning, to enter new channels will face similar problems: If the commodity prices of two channels are the same, online sales will lose competitiveness; if the price of the goods on the line is cheap, it is likely to hit the offline store.　　In other words, the balance between the two channels is not a small problem. For Macaulay, in order to avoid channel conflict, the company will be various channels of products to do some of the partition, to form their own competitiveness. Gu Beichun said, "the company's website products and quantity is unlimited, the retail store is the second, more than 200 square meters of stores a year, the total category of products in 3,000, mail-order can carry less, only 1000." "The next target," he said, "may be the product of a department store."　　In the opinion of Zhang Yanping analyst, Mai Lin can do some limited distribution on the Internet, or new product release, to provide for online sales of products, using differentiation to attract users to buy. "For Mecoxlane, the conflict between the channels is not big, it is more to provide users with a variety of ways to buy." The new retail model is essentially selling things, combining online and offline channels, and selling more efficiently in the future.　　"Zhang Yanping said. In the peak view, the choice of channels to measure the user's involvement in the product is not high, "users highly involved in the product online better sell."　　In terms of clothing, the user's service to the product level is very high, offline sales are more likely to increase turnover rate. Currently, Macaulay's mail-order business still contributes 50% of the revenue to the company. In fact, Macaulay is very accurate in the input-output prediction of network and catalog marketing, and "The difference between prediction and actual data is 10%."　　On this basis, the company has to do is to allocate three channels of investment ratio, to achieve the maximum efficiency. The location and bearing capacity of these channels are different.　　In Gu Beichun's mind, the retail market is too large, the future three channels will be developed into what size, in the total income of the proportion of each, "it is difficult to predict." "The understanding of the nature of retailing, I think, is to deliver the products that customers need to their customers in the quickest and most efficient way." This will create better value for customers. "Gu Beichun that there is no so-called optimal channel," these three channels have advantages, as long as you manage it is very efficient. ”