Traditional garment industry giants Converse thinking to do electric business

A research report on Chinese apparel (000902, share bar) Online shopping shows that apparel has become the first major category of goods in China.

Taobao, Fank and other online shopping platform, driven by traditional clothing brand Enterprises began to "net", however, followed by the problem is: How to reconcile the online price system on the line of the impact of the price system? Have you ever been involved in e-commerce by building a sales platform or outsourcing online shopping? The cost of E-commerce is not low, how to deal with offline business and online business "fight" problem?

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The net story of Guangdong Enterprise

On the transformation and upgrading of Guangdong's circulation industry in the new mode

@ Reporter Micro Review

From the sidelines to the stampede, and then to repeatedly hit the wall, the traditional clothing companies involved in electricity and gain both. The two platforms operate synchronously under the line and on the line, become the first in the country 13 provinces linked to the distribution of the network business, Jeanswest in just 2 years of the electric business to explore the journey, out of a "no platform to build systems", "online for the line pull single" "Reverse Thinking" road.

The first choice to build a shop with a third party platform

Jeanswest, who celebrated the 3 anniversary of the shop in September this year, has every reason to be proud of its electric-business performance.

Since September 2009 with the use of Third-party platform to create the first shop, sales over the years leap-forward growth: September 2009 to December total sales of 1.3 million yuan, 2010 total sales of more than 20 million yuan, 2011 sales total of 136 million yuan, the third time in 2012 to participate in Taobao "Double 11" activities, The daily turnover of 56.78 million yuan, the annual sales estimate will be more than 230 million yuan, almost doubled than the previous year.

"At the outset, like some of our peers, in the establishment of their own electric business platform or relying on Third-party platform to develop online shop is uncertain, but now it seems that the success of cooperation with Taobao has proved the right choice." "Jeanswest International (Hong Kong) Limited director and Deputy general manager Liu Weiwen told reporters that the reason why I decided not to do a straight platform, they are not good at, the second is to build the platform of the early investment too much, but first from the more mature Third-party platform Taobao, Pat and other development of their own shop, first of all, can solve the problem of passenger flow.

Liu Weiwen said, Jeanswest in July 2010, the establishment of an independent network shopping business, by the pure entity shop operators of the transformation of electronic commerce, has been included in Taobao, Pat, Jing Dong, when the 8 shop, as of November 2012, Jeanswest E-commerce Cumulative total sales have exceeded 350 million, the cumulative sales of clothing has also broken through 6 million pieces.

"Now, jeanswest to more than 10 million of the monthly sales, stable home Taobao casual clothing sales first, online, jeanswest Average daily to achieve 800,000 sales, equivalent to 500 square meters under the line store 1 months of sales." Liu Weiwen said that although the original choice to use a third-party platform to build an online shop has been successful, but Jeanswest initial E-commerce logistics system construction has also experienced pain.

2010 "Singles Day", 100,000 sales orders a day, so that "net" time is not long jeanswest feel the delivery of the "pear", but it is this difficult "delivery" experience, let Jeanswest began to consider the construction of their own high-speed logistics system.

Liu Weiwen said that Jeanswest was able to carry out the subregion, distribution of goods, benefiting from the Jeanswest offline entity stores in many provinces in the establishment of the warehouse, which allows buyers to place a single after the nearest shipment became possible, at present, the company has 15 warehouse in effective cooperation with shop sales, so that goods can be the first time to reach the hands of customers.

November 2011, Taobao "Singles Day" return, one-day sales of 24.72 million yuan, Jeanswest in two days from the establishment of 10 logistics center in cooperation with the delivery of 330,000 pieces, completed Taobao are considered impossible to complete the task, become the country's first in a number of provinces linked to the issue of the brand network, now, Jeanswest is more than 3 consecutive years of steady sitting Taobao "Singles Day" casual clothing category sales head.

Best collaborative self-built system online for offline pull list

Network Marketing dazzling light, so that the physical store sales-oriented traditional clothing enterprises intolerable loneliness, have rushed to the tide of electricity merchants. However, how to improve the efficiency of network marketing, how to solve the conflict between network channel and the ground channel, these let many traditional enterprises hesitate.

"Starting with the first order of the third party platform, we are thinking about improving the efficiency of the network sales." "Liu Weiwen said, early in the electric business team start-up, but 10 people, but made 11 million sales results, in addition to adequate supply of goods and online synchronization on the new effect, their unique lies in the independent development of the electric business ERP (Information management platform) system.

Now, customers in Taobao Mall after a single, the system will "operate" up, the system will be the customer from which region to identify, at the same time will automatically select the right source of goods for delivery, and all over the supply situation, shipping status are recorded in the system, when a shortage of supply, can be more quickly from another region transfer goods, Even if the delivery is completed, the customer signed, the system also has records.

"At present, our official flagship store in Taobao can do three times a day of shipments, hourly sales report, and in the delivery, sales of problems in a timely manner to respond quickly." "Liu Weiwen said, offline entity stores also with the line to maintain the effective flow of goods data, online goods are not enough, will also be from the offline entity store transfer, in July 2010, the establishment of an independent network shopping business department, the company from the pure entity operators to the offline and E-commerce dual channels.

Online business is hot, then, for all over the offline entity stores, will be due to online channels and offline channel "Rob Business" situation?

"On the contrary, in fact, Jeanswest's online shopping business has not been with the offline physical stores to rob business, but for its 13 branches to pull business." Liu Weiwen said has been adhering to the concept of jeanswest in mainland China has established 13 branches and 2,700 stores, in order to avoid the line under the "conflict", based on the construction of the ERP system, the online acquisition of orders are through the system directly from all branches to the delivery, at the same time, Sales performance is also credited to the sales performance of various branches, so that the online shopping business unit in fact as a branch and the entity shop "pull single", thus forming a "best collaboration" mode.

Thanks to Jeanswest's collaborative model, Liu Weiwen told reporters that the biggest practical benefits of E-commerce is to allow the Jeanswest entity to operate a greater market space, the goods business has a greater flow of room, in the future, will consider in the mechanism of adjustment, information systems, logistics and distribution, and so on constantly improve, E-commerce construction into a jeanswest entity operation of the beneficial supplement.

The Masters Quick Answer

Director and deputy general Manager of Jeanswest International (Hong Kong) Limited Liu Weiwen

"Our electrical business model does not focus on selling inventory"

Nanfang Daily: Traditional Garment manufacturing Enterprises net, where is the common difficulty?

Liu Weiwen: At present, the competition of various sales platforms is becoming white-hot, and the "Rules of the game" are often changed, requiring businesses to make temporary promotional arrangements and charging additional fees to increase the burden of the electricity dealers and to lose their budgets. Meanwhile, logistics is the quality of the customer's shopping experience, the electrical business to further improve the quality of service and protect their reputation, we must find can set logistics "regional span" and "speed" in a logistics provider, and now can be set in the national scope of both the length of the supplier can say no.

Nanfang Daily: How does jeanswest overcome this difficulty?

Liu Weiwen: Inventory and logistics directly related to the jeanswest in the logistics of the delivery of suffering, now our practice is: from its own warehouse set up a network to do business group, the third party to distribution. We made a decision, set up a system, dispatch by region, Shanghai's customers from the warehouse in Shanghai sent to you, if there is no goods from the nearest warehouse transfer, so that the freight is cheaper, faster, at the same time, we also have it, consulting departments, for the entire jeanswest do business processes, training sales logistics system, When the order comes back, it is sent to each warehouse for delivery by an effective method.

Nanfang Daily: Inventory problem is the biggest confusion in the apparel industry at present. According to your actual combat experience, the electric dealer has provided the new increment channel for you, or you clear the stock the "sewer"?

Liu Weiwen: Jeanswest head Office on the line of goods to control the ability of the high accuracy of sales volume, the remaining inventory of each quarter is small, thus, the inventory of Jeanswest capital flow is not prominent, this has become our electric business model is not to sell inventory of the main reasons.

Nanfang Daily reporter Xin

Planning and co-ordinating Sheith Jia Deng San Yao