Tidal power O2O Exhibition 55% tide licensing through online sales

NetEase Science and technology news September 28, 3721.html ">2014 early autumn, one side is China's largest electric platform in the United States listed on the NYSE, while the trend is the power distributor in Shanghai to hold O2O exhibition.

At the same time, the stock market has attracted the attention of the world, and the segments of the electric dealers are quietly growing rapidly. One represents China's big electric business platform over the past decade, and the other shows a deep combination of fashion and the Internet.

September 20-21st, by the domestic trend brand group Yoho! hosted the "2014 Global trend new Carnival yo ' HOOD", attracted more than 100 domestic and foreign trend brands and 30,000 people to participate.

The data can best reflect the development and change of the current electric business exhibition. According to Yoho! Group vice President, yoho! Cong, CEO of the goods, the YO ' Hood Carnival last year sales is 20 million yuan, this year is expected to reach 40 million. In terms of area, the exhibition area is 3 times times the previous one. From the number of brands, the last session is 52 brands, this is 106, is twice times more than the previous session.

In addition, this year a new addition to the famous Japanese toy manufacturers Medicom launched the Be@rbrick series of Bear Toys exhibition, and new audience for the flea market, catering and rest areas. "Just like the name of the show, we just want to make the traditional exhibition as a" beer and skittles "one of the trend carnival. "Cong said.

YO ' Hood exhibition assembled clot, Stussy, undefeated, head Porter, medicom TOY, Ssur, HBAs and other trend brands, more than 100 domestic and foreign top fashion brands. JJ Lin, Shang, awakening, Edison Chen, Huang Weiwen and other star artists with their own tide licensing participation.

Some people in the industry said that the opening of the exhibition O2O, in addition to helping the Chao licensing enterprises sales and brand, on the other hand can also achieve yoho! the industry status of goods.

Yoho! has the goods for each star Tide brand to provide the test water domestic market acceptance degree, attempts the thorough cooperation opportunity. Yoho! have the goods hope that with its focus on the characteristics and low-cost drainage, supply chain control capacity will provide star brand cost-effective cooperative soil.

In the whole domestic trend of consumer industry, the main system consists of three types of brand combination, one is well-known international brands (such as Nike, Desel, Vans, Stussy, size it), the second is the domestic original designer brand, the third is the Star brand (such as Edison Chen, Luo, JJ Lin, Shang, etc.). Domestic and international well-known trend brand 55% of sales online completed, and 45% of the sales in the first-tier cities in a few offline stores completed. The domestic trend of original designer brand, almost all sales are completed online, of which yoho! has more than 85% of goods, such as cat and other platforms about 15%. Star Brand all settled on the line, which yoho! have all the star Tide brand.

Nowadays, the traditional exhibition is becoming more and more formality, O2O mode or will become the key of the electric business exhibition. In recent years, Alibaba and Yintai and other lines under the line department stores to test water O2O, Baidu and Tencent is in cooperation with Wanda to set up a company to online to realize the corner of Alibaba overtaking. YO ' hood new Carnival activities using O2O combined with a variety of blending sales model, you can solve the current exhibition of the embarrassing situation.

The face of complex user needs, yoho! has been doing C2B pre-sale mode of commercial exploration. The main scene is Yo ' Hood Carnival exhibition site brand pre-sale. According to the introduction, last year, the trend show only C2B, all pre-sale. This year's carnival is C2B, consumer, O2O, Consumer-to-consumer and even business-to-business, and many other modes, users and enterprises can be in the field by sweeping code directly to the order, can also be realized online purchase.

It is understood that the carnival site of a booth, brand dealers need to pay 300,000 of the venue costs. Admission tickets are priced at 30 yuan and the audience needs to buy tickets before they can enter the scene. Yoho! said that in two days, more than 30,000 people came to the scene, to achieve 40 million of sales.

Cong introduced that the organization Yo ' hood new carnival activities are mainly aimed at two, one is to shape the brand, to build the influence of the Yoho! brand, the second is sales, promote the Tide brand sales. On the other hand, the trend of new products introduced autumn and winter new, directly contribute to sales. New designers also have support, in the exhibition can be with the international top big-name exhibitors, virtually enhance their brand image.

In the past, the channel platform more focused on its own brand structure, the user experience is more focused on customer service and logistics, such as back-end links, the user in the selection of the hidden time cost is ignored. Users can not find the goods they need, businesses do not sell their own quality products. This is a very bad experience for users throughout the shopping cycle. Yoho! to rely on large data to build a "planned economy", so that sales become more accurate, improve user shopping efficiency, also allows exhibitors to know what they should sell.

In the specific operation, Yoho! will be in quarterly statistical analysis of the various categories of sales. Then through large data to help solve the category of proportional distribution, price band problems. In most cases, the proportion of goods sold in these categories last year can be a frame of reference this year, but sales targets have doubled this year. Yoho! have the goods will consult in advance whether the merchant can support this new sales increment. If not supported, new businesses will be introduced to fill the market gap.

In addition, do not consider the development stage of each brand and market acceptance, blindly bulk copy into the enterprise may not be beneficial, whether all-inclusive can effectively drive sales is the first issue of business Choice channel. But for the settled yoho! have goods businessmen do not have to worry about this: there are goods to the merchant, the goods are selective, goods by the buyer to choose goods, as long as the trend of products, do not choose more common goods.

The planned economy system of the selected product is based on the analysis of large data. How to tap the consumption potential of target users is also a problem that needs to be studied for large data.

As a tidal power, yoho! has a demand for quarterly sales clearance rate of 80%, as behind the support is a dedicated buyer team, and does not interfere with the choice of other electronic business platform. Yoho! has a sales team of about 150 people in Nanjing, including buying hands, assistants, data analysis and so on. Buying hand system also eliminates the appearance of imitation money.

In order to ensure that the user in the selection of merchandise links, not too many bad factors disturb, yoho! goods do not sign the margin system with merchants, but to carry out AQL2.5 inspection standards, through quality inspection of goods can be carried out in storage, open the batch of products on the platform for Sale. In the express delivery service, 70% is a good delivery, but also ensure that the goods can be safely and quickly sent to the user hand.

As a result of the purchase of different brands, shops, resulting in multiple express pieces, and eventually evolved into multiple express pieces into a number of original brand platform for the accumulation of disease. Yoho! have goods all products are in a centralized warehouse, no matter how many brands, how many categories of products, will be packaged express. At the same time, will not because of the different courier service providers, resulting in the arrival of the delivery time is not expected. Minimize customer purchase costs.

In addition, Yoho! has a cargo plan to expand the business to the offline, in the near future will build a fashion trend experience shop. Early planning for the hundreds of square meters of the experience shop, at this stage will be expanded to 3000-5000 square meters of large-scale experience shop. (Wang Yiyu)