To provide these groups with all the goods they need, not just clothes.

The ultimate goal is to have a lifestyle or attitude of consumer groups, and then provide these groups with a variety of goods, not just clothes

The ultimate goal is to have a lifestyle or attitude of consumer groups, and then provide these groups with a variety of goods, not just clothes.

July 9, in the field of E-commerce and another tea after the talk, that is, where customers start selling millet mobile phones. Compared with the sales of mobile phones, people focus more on the logic behind the sale of mobile phones. For a time, every guest will enter 3C, the book Field News is rampant.

It's a logical move for customers to sell mobile phones. But this can not help but let people think last year where customers sell cosmetics and household products, even the mop and rice cookers have become a guest product family, because the effect is not ideal, this year, every customer and deliberately strengthen their own clothing properties. Every customer prudential product CEO aged once to the media that the brand can not blindly, every customer will be very cautious this year, product expansion will not only greatly shrink, and the existing eight categories will be very cautious. But what is the logic behind the sale of mobile phones in the early days of this remark?

Reflection on trial and error

Shirts are the start of the customer sincerity products, from the beginning of the shirt every customer will continue to refine product category, became a veritable apparel E-commerce website. Every guest's desire is not only a clothing consumer website, Jingdong, Suning easy to buy, Dangdang E-commerce site also gradually to the department stores e-commerce site. Because every guest is own brand-type electric business website, so in the process of moving to the department store, has its own goal. "Every guest's goal is to make a lifestyle brand like Ikea, so that every customer ultimately has to achieve a lifestyle or attitude of the consumer groups, and then provide these groups with a variety of goods, not just clothes." "Jingdong Mall CEO Liu former assistant Liu Yan said.

But the cost of trial and error is huge. "Last year, where the diversity of customer categories began to do cosmetics and household items, this year began to shrink the front, strengthen clothing properties, desalination department store properties." This time, the guests in cosmetics and home after trial and error, and began a new exploration. Blur the user positioning on the brand premium power is damaged, because the customer is the brand attribute rather than channel attributes. For users, the site is just a shopping symbol, especially loyal users, in the end where customers are brand attributes or channel properties, clothing attributes or department stores attributes? The result of the brand symbol ambiguity is that the customer has no desire to buy. "said Roux, an e-commerce expert.

In the face of the expansion of the "trap", aging also said that this is "the cost of trial and error", began to reflect the development of too fast to bring about the hidden worries. He said, "on the customer platform to truly achieve sales are some of the basic products, why in the process of doing the first start to throw away the things." The reason is simple, because the company encourages innovation, and this encourage innovation finally become a new, so many things do not do deep. Really lost watermelon pick sesame, lost sesame seed to find watermelon, it became a very funny story. ”

Every guest after constantly trial and error, reflection, also began to change their own some of the development of ideas. This year, the guests began to strengthen their clothing properties. This is particularly true in every guest's advertisement, compared to the "born 1984" of Li Yuchun last year (last year, aged for every guest to set a grand goal: business income from the previous year's 2 billion yuan soared 5 times times, to 10 billion yuan.) This year returned to the original Han, plus the "spring, indifferent" advertising words, more like in the lost period after the encourage of their own.

The mistake of a guest is not only in the category, but also in the understanding of the attributes of the commodity. "A website even has a lot of internet success experience, it is impossible to turn bricks into gold to sell, so the core of e-commerce around the product." For example, men's suits, light suits with black shirts or plaid shirts or other colors, how to match, this is a learning. For example, all of your light-colored suits are exactly the same, so customers see the image through the Internet, not unique, there will be no good shopping experience. Therefore, E-commerce Retail is the essence, and the essence of retail sales are sold to people, the mentality of people and the concept of consumption is completely different. There is a lack of understanding of the guests. "A senior person in the apparel industry for many years said.

In the reflection of the visitors seem to be aware of these problems, began to focus on the properties of goods. For example, every guest in the shirt product line plowing, recently launched for high-end business people in high-grade ironing 80 shirts, 100% of combed cotton business dress shirts and so on. At the same time also in the fabric design of the new wrinkle-resistant CVC fabric and fabric texture obvious Qualcomm fabrics, more suitable for young people in the business situation of dress needs.

Optimize Supply Chain

Every guest in the mobile phone (millet), Books ("Biography of Jobs") and other areas of the test water more stay in the company's cooperation, marketing level, if you want to change to the integrated enterprise, you will face from the supply chain, inventory, funds and other challenges. And the first is the supply chain problem.

Supply chain can not solve the problem of enterprise strategy, only after the strategy is finalized, the supply chain to assist the strategy, can be found at the tactical level to implement the solution. In the supply chain construction, every customer has been exploring suitable for their own development model of the supply chain system.

As a private brand of electric business website, every customer will face a more lengthy supply chain than platform-type electric dealers. In order to make the supply chain have a better efficiency, every customer has developed its own set of multi-client adaptive supply Chain management system, which will open its own IT system interface to the supplier.

In the view of Gaga, the Assistant President, the supply chain management system is not entirely a decision-making software, more is to provide a tool to implement decision-making. "Our annual VT (every guest t-shirt) sales are very large, we will save some light version, so that the next year to play the right pattern to the fastest listing." But at the same time, suppliers in order to meet our major customers, in fact, will also spontaneously prepare some such products. Both of these are fundamentally different decisions made according to their own circumstances. The first is that the supplier holds the stock and the second requires reprocessing. Different decisions can find the right module in the system. The same is true of every guest's other department, according to its strategic decision to decide which mode to use. ”