"The death of excellent purchase" inevitable: Hundred Li since the establishment of the electric business to survive the mishap

Recently, the loss of senior executives to buy a serious network again hit, July 17 news, according to the network insiders confirmed that the network COO Zhangxiaojun will leave, is currently processing exit procedures. As the elder of the Zhangxiaojun, the separation of the former has more index meaning, and the network of excellent purchase did encounter a serious crisis.

First of all, a review of the excellent purchase network of the Hundred Li International Electric Business Road:

Hundred Li in a few years ago to test the hydro-electric business has been a low-key posture, the steady development of three legs through Taobao distribution, the cat and the Business-to-consumer distribution (which is done by the Tao Xiu net), led by the group's senior figure-Xiayunli, a not-so-luxurious electric Corps team to sell the hundred-Li brand goods, Follow-up on the line for the network for the exclusive, and then the network of new brands, this development path to 2011 years ago was considered more than Li Ning Walk more solid traditional brand enterprises to enter the successful case.

With the 2010 with the Lok Amoy network, after buying hundreds of billions of dollars in financing and rapid development, the two suppliers to the hundred Li Group to sit down, on the one hand, worried that they are again subject to the channel, on the other hand, the assessment after the discovery of their own in the field of electrical business has a huge development advantage, these advantages include:

One, a large number of brands: In addition to Belle own several major brands of women's shoes, followed by the agency's internationally renowned sports brands-Adi, Nike, etc. in the network sales situation with astonishing rapid growth;

Second, the category expansion is easier: as a women's own brand, deputy well-known sports brand hundred Li Group, how through multi-brand and multi-category to achieve absolute market dominance and market position has become the most thought in these years. Offline Open Shop expansion of the brand and the way the category is obviously too slow, and has been operating in the electric business can easily expand the brand but can not quickly expand the category;

Third, the capital advantage: in with the electric business enterprise Cooperation process, hundred Li found that the electricity business is capital-intensive businesses, and Belle Group in the capital advantages can make it does not rely on capital to develop, this will inevitably be able to defeat more must rely on the capital of the vertical electric quotient, become "the remainder of the king" that one.

Four, the talent advantage: through several years of electric business practice, already has a strong executive power Corps team, talent training can deal with the scale development of electric business or higher.

Five, the supply chain advantage: This let hundred li innermost feelings extremely excited, also is it attracts more brand electric trader or the platform electric business Executives ' core reason, after all, for the electric business, the supply chain thing always fascinating, because this seems to be in addition to the Fund decides the life and death part. Supply chain includes commodity research and development, commodity production, warehousing management, distribution and after-sale and so on a series of "business" content. In the heavy "business" light "power" of the traditional enterprises, which is considered to be the most superior to the electric business enterprise's competitive advantage.

So on top of these advantages, the hundred Li Electric business decided to do a big fight, first buy yougou.com such a double spell domain name,

will be slightly cottage "topshoes.cn" Amoy show net directly discard as a jump, all distribution website stop supply, although keep Taobao, day Cat mall such as the direct Camp third party shop, but input and attention to a smaller degree. High-paying high-profile dug to the Beijing-East VP and every guest VP CMO and COO, and then sent the group official CEO, constitute the Golden triangle. Try to create a general merchandise category of vertical shopping mall, on the one hand to achieve the strategy of multi-brand implementation, on the other hand to the clothing and other categories of expansion, to achieve the line is impossible to achieve the department store Empire Dream!

It all sounds very good, but no matter who's dream needs to shine into the backbone of the reality, the reality is: