The research of the traditional Enterprise transformation Electric business: do have "meat" to eat not to be forced to die

Employees are working in the office of a electric dealer in Guangzhou.

one side of the line

On-line price lower than the price of suppliers to start the "double 11" network promotion of traditional enterprises accounted for a large increase

Under the impact of the electric dealer, traditional stores are shrinking slowly, some traditional enterprises even close the exit. On the other hand, the traditional enterprise's road to the electric business is not smooth, faced with the problem of the right hand to peer. Many electric business enterprises have come to the crossroads of survival and death. The upcoming network of "dual 11" traditional enterprises increased significantly compared to previous years. Recently, this reporter visited Guangzhou three electric business enterprises, they climbed from the traditional manufacturing roll come out, understand the power of the survival and growth of the road hard.

Electric Quotient Living Condition survey Series bis

Guangzhou Co., Ltd. founder Fang Jianhua is a Jiangxi people, graduated from university after a year of work, their own business to do clothing, he started from the salesman, including playing a buttonhole and other work have to pro-Pro, slowly developed to now 1000 people's factory.

The electric dealer has meat to eat early

No electricity dealers are forced to die

The 2008 financial crisis in the exchange rate fluctuations swallowed up almost all the profits of Fang Jianhua, he began to settle in Taobao Mall, resolutely will be the business to the line, and the introduction of the original brand "Mann." At that time, the move aroused the opposition of many company elders, but soon the online business from the initial thousands of yuan to now can be millions of dollars every day.

Fang Jianhua said, "If it weren't for Mann, it would have been a mess." ”

Fang Jianhua said, now billions of per year under the line of women's clothing brand very few, and these brands have passed several dealers. He believes that the Internet will appear in the future a few years of sales of 1 billion ~20 billion brand. There is no dealer link between these online brands, the same sales, the value is very different.

Located in the courtyard-style industrial park of Guangzhou Baiyun District, the electrical Business Team Office is placed in the company's most prominent position. Guangzhou Clothing Co., Ltd. (Gloria) electric Business Department deputy general manager Liu Shu said that there are about 600 traditional stores in the country, where there is no store, online channel coverage is 30%, has become a very good line of the store to add.

Liu Shu said that the traditional enterprises to do electric power is imperative, some brands even if they do not develop electricity, dealers will be the goods to the Internet, and even because some are over the season, discounted products, resulting in online prices than offline suppliers lower. And Anta CEO Shizhong said, many local clothing brands, it was in a certain area to do a good job in the overall impact of the electricity business, are gradually extinct.

Clear inventory, network for obsolescence

Line to the next will be integrated

At the same time, a lot of traditional enterprises facing the line on the next two fronts at the same time combat the problem, Liu Shu said, the right hand-hand interaction is a prerequisite, that is, the number of consumers is fixed.

To solve the problem of hand to hand, he said, beginning last year, we tried to separate the two channels of the commodity area, the implementation of the network for the provision.

Liu believes that the traditional enterprises to do the electrical business experienced three stages, one is the inventory stage, the online sales are the traditional stores to sell the rest of the tail goods. Second, the production enterprises specifically for the online launch of "earmarked for", and even use the child brand. He predicts that after the third phase of the electrical business, there will be no line under the lines, no electricity only business. For example, shop also has shop rent, offline shop will not just become a showroom, but integration.