The network is more eager for scale and growth

　　Excellent purchase of the network CMO Xu recently in a peak forum pointed out that the network for the size and growth will be more eager, currently stage is not pursuing profit.

Excellent purchase network CMO Xu

Xu said that the network as a channel, for the scale of attention to the high level, because on the Internet (to do the channel) does not have a certain scale barrier, it is easy to be surpassed. Therefore, in a moderate scale has a certain profit, is more rational. "This is a higher cost or cost than previously anticipated, and it is possible to achieve the goal." We are more concerned about the quality of users, order quality, we will not sell very low-grade brand, our users have a certain quality requirements and shopping ability. ”

Xu pointed out that for the electric business enterprise usually faces three choices: the first is the scale, that is, the so-called growth. The second is gross margin, not within a certain period of time to profit, but can support the survival of enterprises. The third is the control of the goods structure, and the reasonable distribution of the best-selling goods and unsalable resources. "Specific in a certain time period to choose what, the enterprise should be adjusted according to market changes." ”

Xu that the network brand before the reason for the problem, the root cause is not to choose the way to build the brand, but in order to pursue the scale and growth, ignoring the brand and brand of the ability to become a channel business. and channel business, if there is no advantage in the supply chain, survival and development is very hard.

However, Xu Frankly, shoes category to create a brand difficult. Even if the hundred-Li so in the world with many well-known brands, and sales channels to fully control the shoe companies, it is not easy to create a new brand. "Frankly, the brand of shoes on the Internet, I am more admire, this difficulty is very big." In contrast, making clothes is easy to operate. Because clothing this category if find a unique positioning, the supply chain processing, it is possible to do a good job. ”

Xu suggested that the brand can choose the whole network marketing strategy, do not mind the channel, as long as can sell to go on the line. and channel business, more than half of the sales to be in their own main station to achieve, and combined longitudinal joint, with other platforms or channels to achieve more cooperation.

According to billion power network to understand that the current daily average order in 7000 orders, the average customer price between 250 to 280 yuan. 2012, the net expected revenue will reach 600 million to 700 million yuan.