Taiping Bird General Manager Mintie: The traditional retail electric goods brand

Taiping Bird Apparel general Manager Mintie

News and Science and technology 2012 Fourth annual effect of the integrated Marketing Forum held in Beijing December 18, the theme of this forum for both internal and external marketing broken Bureau, Dispatch as the exclusive financial media to this meeting to carry out the full report.

Mintie, general manager of Taiping Bird Apparel, said in a speech that he shared the process of making the traditional retail electric goods card.

The following is a transcript of Mintie speech:

First of all, thank you very much for the organization of such an electric business discussion seminar, thank Cower, this is the first time we see each other gnome for a long time. I share the topic today is the traditional retail E-commerce brand building, before the title changed, before called Brand Reengineering, Reengineering has a change process, for us how to restore our online under so many years of retail brand operation experience, this is a reduction process, is not the process of change. Today's topic is called traditional retail E-commerce brand building.

My topic from the following several levels, the first is the traditional retail brand positioning thinking, the second as a brand for how we use the platform of the electric dealer to do a future retail brand interactive mode of exploration. 3rd what is brand, Brand is not a flop, is an integrated enterprise process, the brand is a recognition degree. It is possible that I now walk into this mall does not necessarily see what this logo is, but in the future through the store display, through a number of goods can identify what the brand is a positioning brand.

All of these service lines have some channels to do, to the online how do we do such a service platform? will be discussed from such a few aspects.

This road is very clear, Nanjing East Road, said earlier, now a lot of offline department store retail industry, we explore a problem, in fact, the key is the location of the line, why to open the shop in Nanjing East Road, why the CBD in Beijing Open shop, the important reason is that there is enough passenger flow.

The essence of retailing is simply to turn the passenger flow into business, we have a few points for us today, the first is how to make a big passenger traffic, so that consumers find out where their brand is. Because offline retail basically why in the past few years many retailers will consider to open their own floor, open their own shop, because this business district lock location including 10 15 years, the quality of passenger flow unchanged. Why do many people go to department stores? A large reason for the expansion of the channel need to use these department stores to bring their large passenger flow capacity for their own business, we feel that the essence of the retail business is to convert customers into business process.

We talk about brand positioning, in fact, the brand is not just a price of brand, but that today all positioning plus services and processes will affect and consumer interaction and identification. Several brands, from the clothing point of view a small number of fashion, for the kind of brand, the first will spend a lot of money to invest in the cost, put in fashion trend trend of guidance, while special emphasis on the ability and uniqueness of design, small batch, basically sold out. The other is that we talk about whether the current mainstream is popular, or to solve a sales problem. That is, we are on Taobao today, such as the day cat, the cat has a lot of insider comparison, it is more category, this direction on the pursuit of large quantities, quick turn to single, sales-oriented brand. We do this brand today to think of different brands are just brand differences, more in the flow of goods services, etc., Brand is a three-dimensional process.

Offline traditional retailers in the past in the brand has done a lot of innovation, this is double one of the most impressive is the million-person group pre-sale, the past Taobao has such a model to carry out effective inventory control. But in fact, from the pre-sale point of view itself, offline retail has a lot of offline pre-sale, previously more through the catalog sales methods to do. There is also cross-border cooperation, HM in the past time, including more well-known cross-border cooperation, the brand of its continuous class expansion, it should be said to play a very good role.

Therefore, cross-border cooperation, including Uniqlo and visitors, has also been done across the border.

How to guarantee trust and deliverable, this is very important. Take clothing For example, the past clothing has done a lot, for example, foreign brands do a lot of category management, Product Manager management, which is the core of fabric first, to solve the longest supply chain, including reasonable fabric planning, rapid supply chain guidance, this fast is not completely fast, is to respect the essence of clothing, respect the characteristics of the channel fast, Fast is fast.

Taiping Bird Everyone think of more or said Taiping Bird is a women's brand, in fact, may be in Jiangsu and Zhejiang area, including other areas, these years we have grown faster or fashion men's, there are fewer women and so on. For us to build this brand when in fact the 1th time we want to be able to expand a positive pattern, now we are on the Internet, in addition to our own official website and each brand in the days of the cat opened the shop, including franchise stores, as well as when, the Beijing-East Channel opened its own shop. For us, we emphasize that the first is the ability of the brand and the downstream service partner. The front also tells a reverse theme, through such a number of platform flow data and commodity data to guide our reasonable ordering and internal goods procurement, we hope that the line marketing, e-commerce a characteristic, instantaneous flow, including the past many people say how to build on Taobao, in fact, it is not wrong, only the report is wrong, How we rely on e-commerce huge people flow form an instantaneous demand collection, this is the hope that we can do at the back of the line to get through online.

The change in the traditional model, the original single model, such as retailers to do sales growth also has a channel growth plan, because retail growth is limited, annual growth of 20% is very optimistic number, the new growth must be new shop expansion. Although the previous mode of open shop brings income growth, the cost of risk channel is increasing. How to expand the product and the hands of the network stereo layout interactive mode, rather than open the shop to do the thinking of the goods up, or to special emphasis on goods. All mechanized management is based on commodity management, including supply chain integration.

We look at partners, not only brand, suppliers, but also retail partners. We are more concerned about the ability to build a peace bird supply chain. As a traditional enterprise, to do the internet marketing is not particularly good at, is good at integrating the online ecological chain, how to do more open, not simply from the public service brand to build, this is the traditional future brand to do expansion.

Also a little brand or to be based on product enterprises and services, we actually hope that through such an e-commerce platform to reduce the cost of consumer awareness, not only the cost of brand, including consumer costs. For us, the product brand is the core, including my product strategy, including customer service and my user experience. From the user media and the effect of this perspective or hope to be able to do the ultimate brand.

07 began to do, at that time opened the cat shop, including our official website, we at different stages, the Internet launch strategy, cognitive strategy, including service strategy is not the same, how to think early to cultivate internal strength, build brand, how to build a post-industrial system.

Before the traditional brand positioning, we consider a question today, first my brand product strategy how, its customer base exactly where, the corresponding service strategy how, such customer group needs customer experience, including where to see your brand, I think this is a corresponding relationship.

From the perspective of future retail, the first one we will talk about from the traditional retail point of view I think my assets are what my goods are my channel, I have 5,000 of 10,000 stores means what? means that the operating area, multiplied by the frequency effect is likely to produce one year sales income. But on the line we have to think about a problem, is not to the line does not exist the concept of real estate, online more need to talk about this layout, I hope that the debris flow for me to maintain a very stable daily UV, I can do a conversion relationship, I opened 100 stores today to attract 10,000 guests, If today the Internet produces 10,000 UV values per year, my channel assumes that this is the channel value of the electrical quotient itself and can be converted.

From the marketing structure, all the way ahead, with the new way, including our recent attempts to do, in fact, we also hope that in addition to La Nieu can be really interested in the brand users are constantly in accordance with the category of renovation to create a series of relationships between him and the brand. including brand promotion, there is also a piece, because we speak of the brand has spread value, for the entire PR, including positive reverse, including natural flow acquisition, all these things want to enable consumers to establish a positive interaction between the brand.

The potential of a relationship after the next thing to do is to take the merchandise as the center, this figure listed from the offline retail perspective, we will find in the past some time, especially for the cat, because the costumes are currently the largest category of cats. From the clothing, we talk about the first commodity such a life cycle and the whole category of the level of import, from the commodity management dimension is not a single, into today put how many goods, how many sales decline, but that there is a layer of progressive relationship. From the shop level, the line under the day, week, month way to the management of the shop. How to consider the regional level of regional level of performance to achieve, how to do layers of decomposition. We are also within the framework of this level of internal organizational structure division. Today in our interior has a big electric dealer's operation center, inside according to the day cat, other channels, according to the channel divides. The integration of internal goods is based on the characteristics of the brand's goods, including the attributes of a consumer's goods. We use regional goods integration, including the headquarters of goods scheduling, online replication offline play for many years of merchandise mode.

Another is the life cycle of the commodity. All goods, especially clothing such goods have a life cycle, for us how to preheat in the early stage, including a lot of recent attempts, when is a growth period, when is the maturity, when is the recession zone. Many electric dealers say we adjust which goods, we do a lot of platform to ask how much. Before the electrical business was very real, I prepared 2, 300 million goods, we have to do a large number of warehouse relocation and sales integration, after the completion of the retail pressure more and more. This is why on the Internet, people still say that a sewer channel. At present, the platform business interaction mode causes the sale way of the commodity to some extent.

We are more concerned about how to preheat and import in the prophase. Do double 12 the entire product display form we think in a single search according to the price ranking to enter according to the demand-oriented way to import. This is how we can achieve different life cycle management for different categories of goods. Finally, how to sell in his sales, reduce unnecessary wave. has entered the mature period means immediately into the recession, but also do not allocate, how the electrical business to do such conversion relationship.

And for the whole future, we pay special attention to the invasion of mobile internet, mobile internet angle may brand business angle We do not think that the mobile Internet is the Internet competition, can not be sold today on the official website 199, to attract consumers to a second kill, we want a scene, We feel that consumers today he is actually much more transparent than before. including their commercial purchase, we think if he came to the store, through the two-dimensional code, through the micro Bo This positioning way, can inform the brand to your shop today, I hope to interact with you, this interaction behind we can push a lot of payment function. For example, online purchase points can be purchased or paid by the store. We recently and a third party payment agencies to measure a store's payment system, today my consumers I push a service, go to the store to brush POS machine, can automatically split. I have all the promotions on the line today he still wants to be able to divert the passenger flow to some extent. I can today in the whole network marketing, I hope not only in the electric business also want to store distribution, build brand and consumer interaction mechanism. That's what we're trying to do in the future.

The other thing is that mobile internet has changed the way brands and consumers interact, and they've seen them buy it before. Now maybe I'm in the early stage when you get into this area, or interested in my brand, I can do the collection work, including some lines under the line, in fact, the only constant is the communication, the only constant or brand and consumers, how to experience in the store transactions settlement evaluation to share various aspects of interaction.

To achieve these points in fact from our point of view there are several points, from the brand business point of view there are several concerns. One is to control the product merchandise. Second, we want shopping convenience, not only on the Internet, also under the line to help him quickly positioning. The third is Payment convenience, how to pay the store through the online payment to help him pay the border operation and experience, how to surprise him, including logistics, return experience and so on. and customer service.

We want to capture two lines, an internal value chain and partner value chain, and the second is the service interaction value chain, which runs through the commodity Strategy theme strategy, customer service, etc. Finally realize the marketing platform and technology platform integration to improve my line up and down interactive information flow, improve the brand partners to grow together.

The future of borderless retail interactive experience is the brand wants to be able to constantly try to build for consumers, and hope to be able to explore the future of the retail model. Thank you.