There is no chance to be a big one, and it's easier for you to say something.

Source: Internet
Author: User
Keywords We today costume very Chinese
Tags business change clear code development difference electric business how to

I turned to be a brand, there is no chance to become bigger and more, say some words is more relaxed, for everyone's reference. Internet in essence, what do we do e-commerce, the nature of the internet is what? The development of the Internet will be so fast, much faster than ever, is essentially a revolution, is a revolution in information, human from voice to language to the invention of paper, to the invention of radio and television, all the information is the rapid and the efficiency of the promotion of action. The internet has gone beyond previous changes because it can become more or less than a couple.

Very simple, today China can be so lively, why Weibo can live this kind of thing, the change of the government is because of the change of the people, the industrial era before the pursuit of the hope that the more the more the better, the larger the bigger the better, that is, Ford made a black four-wheeled car, but today is not a simple pursuit of standardization Instead, you want to have personalized segmentation and customization. Is today a good time? Including today is the best time, in China is the best opportunity, because China's traditional reform and opening-up 30 years, we have not yet fully speak out, our country's positioning is to locate China as a manufacturing country, in fact, how can it be, because the first requirement is the cost is low, today is impossible. Retail industry under the line of retail sales collapsed, the mayor felt that the introduction of a Wal-Mart is very glorious. Because the environment of reform and opening-up has come so many years, today there are a lot of opportunities, the crowd in the change, consumption in the upgrade, which gave the vertical to a huge opportunity, this is a comprehensive platform can not do.

From the angle of human nature, the market angle, the big platform pursues must be the scale, the standard and the big aggregation platform, the vertical electricity quotient is walks the subdivision demand. And the breakdown of demand is our Chinese business has never been good at things, is a very bad thing, the latest data, in China's shopping malls, we customized the share of less than 5%, and in Europe and the United States is generally more than 30%, this refers to the department stores, if it is home appliances, not the Chinese Giants to buy to play out.

The significance of the vertical electric quotient Needless to say, what has been done so far is almost no, especially in the reverse customization we think we do worse, today more is to eat manpower.

Now the most fundamental reason for the aihongbianye of the vertical electric dealer is that there is no bright spot. Including Jiuxian, Jiuxian is a relatively strong supply chain, but customers this end is not out of the difference, if it is out of the difference Jiuxian will be bigger, we are the platform of thinking to do vertical electricity, we are still in the story of Jingdong, Taobao cat story, this is the story of others.

Asos you should have heard that it is a UK company that expects sales of 7.5 billion yuan this year and a net profit of 400 million yuan, The forecast is 750 million pounds, but from now on it can clearly exceed 750 million pounds, net profit forecast is more than 39 million pounds, and the rate of growth is very fast, now the market value is 4 billion pounds, Asos do a lot of things, 2000 when the start of the things we do is no different, is to sell clothing online, but 04 began to do its own brand of women, now has After having men's and bags, why do their own brand, ASOS positioning is very clear, in addition to its own brand is also a designer second line brand, do not rely on the so-called big brand to do, ASOS has about 45% of gross margin, this is how terrible gross margin, Asos is now all the costumes have video models of catwalk show And opened a real Consumer-to-consumer platform, as a vertical electric dealer, means to quickly update your home wardrobe, you can sell second-hand clothing, encourage a large number of designers to release their latest design, can be directly under the single production, this is the real interaction, much better than we. All this is a differentiated route, its own positioning, if Asos like today a lot of electric business enterprises, I am not improperly belittle, if there is Jack Jones such a platform, we will be desperate to sell. Asos's biggest shareholder is Jack Jones's shareholder, which is taking its own route, ASOS promotion of the cost is very low, the United Kingdom has a large number of stars and tide people wear its clothes, it has a very clear positioning, it is not the platform to about, it is very clear to whom I sell, not to see the money to earn, this is a big difference.

Zozotown, this case is very good, the first is gross margin is great, in addition Zozotown is also learning old good business spirit, is also the same, the big brand to do electricity zozotown talk about setting up a consulting company to do the service well, we can establish a good way of promotion and cooperation, So the cooperation is very good, the profit is also maintained very good, gross margin is also good. Asos is listed in 2001, and Zozotown is already on the market. What is the first requirement for us to buy clothes? Whether it is designed to be a good one of the clothing of the first request must be fit, the second requirement is to buy clothing when the pre-sentence, I bought clothes for what occasion to buy clothes, is the home to wear, or go out to the cocktail or beach wear. Today, all the clothing companies to do this? Can you find it in China? None of them. What do you think is appropriate? We have sizes on our clothes, but our size is not standard, the difference between European code and Japanese code is very large, zozotown to solve the problem, and then the brand of cattle into our zozotown, each SKU each color per code, all with Zozotown own size, Guaranteed a very low return rate, our domestic clothing less than 10% is already very cattle, the biggest reason is not the right question.

The second is the scene, Zozotown I visited in November 2012, they have divided 13 scenes, we are very rough. Our play is to divide the customer into men, women, sons, girls, old people, this division is meaningful? Don't consumers know whether they are men or women? This division does not have any meaning. What consumers want is that the hope is to get a guide to buying clothes, who now offers? No one offered.

Bonobos, is the line really contradictory? There are really a lot of failed cases on line, because the failure of the case is always easy to enlarge, we always say that the United States of America's failure, but not easy to see the success of the case, bonobos is from the line to do, a buddy is because of the eccentric figure, not buy pants so want to make customized trousers, The other guy's a creep. They began to dry, bonobos now in the gross margin is also very amazing, and bonobos began in 09 to try to line up the shop, all the offline shop must be in advance booking, each person's service time can not exceed 45 minutes, in the bustling lot, did not provide door-to-door pick-up , must be to shop in the amount of online orders and then delivery, did not make the so-called sales but pure service nature of the practice, the effect is good? The customer price on the bonobos line is 220 USD. How do we look at the line of conflict, today again to pull line online, electronic or business important, is not e-commerce, the Internet is the destruction of the line are swept away? That's not true. Humans are allowed to change their ways of life by allowing them to fluctuate in their moods, this is the reason for the existence of higher living, if really superstitious e-commerce is too narrow, bonobos practice also fully to everyone a proof, online, offline How to do fusion, offline value where? Today under the line so miserable, how to activate the residual value under the line? The next wave of propositions is how to move down the line.

Brand operation, information services and integration of development, this is my understanding of the development of vertical electric business, thank you!

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