Seven wolves into the net: daily sales from thousand to 120 million yuan electric trade routes

Beneficiary of the stock sewer?

Do you want to do e-commerce? Now it seems to be a waste of traditional business. Time to make the answer, at present through the official website, Third-party platform to carry out the business, has become an enterprise standard. Get the product online, this is the traditional enterprise to the Internet the simplest contact.

The Seven wolves are not the forerunners of the electricity business. 2008, the financial tsunami so that domestic and international demand, clothing and sporting goods industry in the rapid expansion to reconsider the future. This year June, seven Wolves in Taobao opened flagship store, the official start of the electrical business. In fact, the products of the Seven Wolves have been online, before three years, is the golden period of the rise of Taobao, there are many small shops in the sale of seven wolf men. Shopkeepers are seven wolves offline dealers or their friends and relatives, the merchandise is unsalable inventory.

The market is complex and disorderly, the end of counterfeit goods flooding inevitable, unified price and quality can not talk about. Online, the Seven wolves have the reputation and image does not produce the corresponding sales effect. "Competition" under the Seven Wolves flagship store, a day maximum revenue but thousand yuan.

Regardless of line online, an orderly sales system is a prerequisite for the scale of the channel. At first, seven wolves pressured unlicensed shops to shut them down. But here is the Internet, open shop cost is low, illegal cost is low. The management order that applies to the offline channel is not suitable here, turn off a batch and then start again. After a year of tossing and killing, the seven Wolves realised that it was better for me to use the power of online commerce than to contain it.

From 2010 onwards, the crackdown has become amnesty. Through negotiations, seven wolves to the larger owners authorized, and under the offline distribution system to manage them to guide them to set futures. For example, the training rules of the shop assistants become line boarding standard, offline image design into online decoration, and the offline distributor rebate and incentive policy, also began to apply to the line. By the end of this year, seven Wolves have 7 distributors to stand out, and its sales gradually from a small development to 50% of the proportion, the basic ability to compete with the direct shop.

Then, seven wolves also improve a series of online sales system: Including store image, business rules, promotion methods, category structure of the corresponding norms. The online distributor then improves on this standard. But to change a banner, the nominal obedience does not mean the formation of resultant force, the network dealers still have a game of interest. In the integration process, in category, Price, and so on, the Seven wolves require dealers and different: adhere to common principles, to develop their own focus. Online business model is definitely not on the offline copy.

Due to space consumption distance restrictions, different regions of the offline store can have a certain price elasticity, but not to other stores impact. But the online price is transparent, once the distributors use Low-cost products to drain, it is easy to harm other online dealers, so that the price system becomes confusing.

To this end, the seven wolves in accordance with the different user groups, let dealers carry out the category and style of differentiation, each play their own director, focusing on new product promotion, category focus and tail cargo processing and other fields. For example, individual dealers can be the main products of trousers, in advance to enjoy the choice of trousers, the treatment of goods, and it will also enjoy the company's pants on the return point, which allows distributors also have a cost comparative advantage. To a certain extent, these strategies weaken the homogeneity of the operation, so that the seven Wolf product system has a stable price space.

In the days of the day, the Seven Wolves Network channel integration of the greatest significance is the identity of online dealers are recognized. They can advertise themselves, buy traffic, interact with members, and fight infringement. The distributors ' enthusiasm was boosted, sales potential was released, sales began to climb, and seven Wolves ' business began to run smoothly.

At the end of 2013, seven Wolf online business sales were about 350 million yuan, estimated to account for 7% of total sales. But the main function of the seven wolf Electric channels is to digest inventory, at that time 90% of the goods in the shop is inventory.

Comments: Many people think that internet thinking is the business, is to do E-commerce, but the latter is only part of the Internet content. The company is a mode of internet operation, but it is still the stock sewer in the traditional clothing brand. For seven Wolves, e-commerce is a cheaper way to digest inventory, leaving the seven wolves with a large factory-store investment.

To taste the O2O, the line hides the resistance

Carding online order is just the beginning of the electric business, how to coordinate the line of interests under the pattern, is the test of enterprise Internet thinking problem.

When the order of the online distributors is sorted out, the sales are magnified rapidly and the conflicts under the line are strong. Online specials and discounts are ferocious, and many drainage products are priced even below the online distributor's purchase price. In the market environment and online "dumping" under the oppression of many distributors to turn off the offline entity shop. On the other hand, more and more dealers are also pouring into the line, so that online sales are also out of control.

Under the authorization line some large distributors to the development of the line at the same time, in order to ensure the interests of all offline dealers, seven wolves in the price, the implementation of offline and online relatively unified.

In the category, online distributors have a greater choice: You can push the network for products, push other different models, can be pre-sale new goods, can also sell offline inventory, can also push limited edition products. The special thing is, the online channel for the exclusive products need drainage to attract popularity, seven wolves have developed on the online channel for special products. These products for the basic, simple style, less to do or do not do the details of processing, there is no line under the category of dark stripes and dark buckle, do low-cost drainage will not bring impact on the offline channel.

This is only to circumvent the contradictions of the means, there is no way to make the line under the formation of resultant force, in the fundamental elimination of the conflict of interest between the two Offline products, promotional information can be posted online, distribution of online distributors, can be redeployed from offline. "Seven wolf electric business channel convergence trend will become more and more obvious", seven Wolves chairman Zhoushaoxiong is based on line of the advantages of the complementary.

At present, the seven wolf electric dealers mainly use a few dedicated online transit center for distribution, and then use the country's major regional warehouse, the premise is to ensure that the corresponding line distributor's gross margin. The ideal situation of this trading platform is that the goods can be allocated between all warehouses, all orders can be placed on the spot, the country's warehouses can become the distributor's warehouse.

If the online user has the return request, the user may on-line upgrade for the offline channel the VIP customer, the nearest to the entity shop enjoys returns the goods service, its exchange policy and the line on the same. This approach appears to the offline physical store to bring trouble, but in fact the line to the user delivered to the line, and then stimulate the line under two times sales.

User rights and interests in amplification, experience in Ascension, O2O mode of operation is also forming. To users as the center, the line under the seamless docking, for users without differential service-the issue of the channel to the user-centric premise under consideration, is the integration of Internet thinking. The idea of the Seven Wolves is that the next member online shopping for seven Wolf products, accumulated points can be used on various platforms on the line, that is, all points can be used in all channels equivalent, access to online, online consistent consumption experience.

From selling inventory to selling new products, from the simple official website to the major electric platform flagship store, from the loose cottage shop to the system's online supplier system, seven Wolf integration line under the resources, paved a full channel of the O2O system.

In the first half of 2013, seven wolves upgraded to an independent company in the E-commerce sector. It contains merchandise department, channel department, Operations department, marketing department and other departments, these departments and the corresponding Department of the group of personnel docking. The electric Company may according to the process to propose each kind of demand, unifies merges the company from the development to the sale each process. Seemingly independent but without losing the integration of the structure, which makes the Seven Wolves O2O business with autonomous space and system support. However, the electricity business is still positioned as a supplement to offline retailing.

Comments: Online, offline, are a purchase channel. The traditional brand needs to do is to integrate online resources to serve users, to provide a consistent and the best consumer experience, so that the brand in the industry to win. At the same time, the seven Wolves in the offline channel to join the majority of stores, hidden the integration resistance. Close, upgrade, relocate shop, increase the proportion of direct shop, will be the only way to adjust the channel.