What happens when the wolf flies in the O2O storm?

The sixth phase of the December 18, 2014 interview was scheduled to arrive as expected. This time the moderator is still let everyone worship Suzhou Yue Fruit Interactive Executive Director Mr. Wang Jiajia, who is the mysterious dialogue guest of this period? The answer is very practical experience of the Seven Wolves division Mr. Zhiyong. So what are the brilliant sparks they're going to collide with this time? What are you waiting for?

The wonderful conversation is now starting!

Wang Jiajia: Seven Wolves of the O2O, the media spread more, we are more curious. Look forward to this opportunity to learn more about the Seven wolves in the O2O practice and your thinking in this regard. This is a timely rain for many of our CIOs. Please describe the next seven wolves and your own, as well as your role in O2O career.

Zhiyong: The Seven Wolves brand was founded in 1990, adhere to the "classic fashion heritage, so that the brand to inspire life," the Enterprise mission, based on the profound Chinese traditional culture and the active excavation, the western fashion elements into their own design concept, and is committed to promoting the Chinese traditional culture and modern fashion creative industry fit. Seven wolves not only provide people with rich products, but also provide a cultural spirit and lifestyle. After years of business development, seven Wolf brand clothing has been in China for ten consecutive years in the market share first, in the casual men's market share ranked first in the country.

I joined the Seven Wolves in 04 and has been working in it. 12 in charge of electric business, in fact, is also in order to O2O project preparation.

Wang Jiajia: In the era of almost "words must be O2O", if someone asks you what is O2O, how to explain? What do you think is the core value of O2O?

Zhiyong: We started to build the Corps team in 08. O2O Online to Offline,offline to online is also about offline business opportunities and the Internet together, let the Internet become the front line trading. Let offline become the Internet trading experience Service platform. In fact, the different industry, O2O application scenarios will be different. From 2008 to set up the Corps team, to 2012 layout, and then to the present O2O practice, for the value of O2O must have a different experience! Groping all the way, trying all the way, and it is constantly trying. The earliest we ever introduced IBM's electrical business system, learn from the above.

Wang Jiajia: What did you learn later?

Zhiyong: Because the domestic Taobao system model and foreign countries are not exactly the same, the original idea can not be achieved. At the end of 10, we cooperate with the external development of the electrical business system, to now continuously optimize and upgrade.

Wang Jiajia: We understand that the seven wolves are not under the line of distribution channels or electrical business, have done very good. So why did the company decide to start O2O? What are the current online and offline businesses that have changed? Do you now work with other companies (such as alcohol, automobiles) in different industries? How exactly is cooperation?

Zhiyong: Because of our system's semi self-service cooperation, the reaction is relatively fast. In the new mode or now the appearance of O2O, we can adjust the first time. In fact, the seven wolves in this area is just trying, we have not defined him as a way to make money, more to enhance the service and customer experience. In the absence of O2O concept, the Seven wolves under the line itself between the company, agents to serve customers is not through, the goods are not, the products can not be shared between the channels, the company can not provide services across channels. Introduction of the concept of O2O after the company to activate the merchandise, the realization of trans-channel merchandise sales and settlement, on the other hand to enhance customer service, customer after-sale and so on.

You may have some knowledge of the cross-border cooperation of seven wolves online. We have brand or sales cooperation with BMW, Hua Xiangyun, Banks, fashion magazines and so on. The pattern is relatively many, has the member integral sharing pattern, has each other product import way and so on.

Wang Jiajia: This efficiency is just needed to do this kind of business. The last time we interviewed the CIO Fungliangpo of China, we also mentioned that system development must be a process that supports rapid iterative, Internet-specific development. differs greatly from traditional management software projects.

Zhiyong: Yes. So under the Internet business. It's hard to get out of IT support.

Wang Jiajia: Internal products, customer resources "intermediation", indeed for many enterprises, is a tremendous change. Is it convenient for you to introduce the details? How did we do that?

Zhiyong: At that time, the company let me hang the deputy general manager of the electric business, in the traditional clothing industry, especially in Fujian clothing, more or wholesale mode. The way to deliver money is mostly in the hand. Seven wolves in 07 to adjust this model, towards the retail transformation. Start to unify the distribution system of each agent.

Wang Jiajia: We are more curious about the process of this change.

Zhiyong: By 11 Our agents fully access the headquarters system. At that time the senior level had judged to be unified in order to react quickly, and the development of the IT department was also transformed from the Information Department---Center---the technology company. We are in fact a technology company, the service within the same time to undertake external business. The agent's system headquarters provides free and technical support. Headquarters upgrades, agents are upgraded, we need to buy a lot of authorization, but in the long run is very worthwhile. We have now achieved the seamless connection of members, products, inventory, orders. If there is no unified system, I would like to achieve is very sleepy.

Wang Jiajia: Look at you this process, is very easy to enter the current O2O field, in this changing with the times, from the traditional project process meaning, what has been confused, and how to dissolve?

Zhiyong: O2O, after all, is a new noun or pattern, there is no more successful case can be used for reference at present. You can only adjust while trying. The company project staff is not too understanding, so there is friction in the project process, such as the project team may be put forward a lot of nonsense ideas to require IT systems support, this time it is not doing not do it. Do a waste of resources, do not have to support business needs. The current O2O topic is more popular, the Internet platform to introduce new business model, in fact, some of us through the internal can be coordinated, but some do not, can only be adjusted according to business needs.

Wang Jiajia: So far, what is the greatest sense of accomplishment of O2O project?

Zhiyong: CIOs need to understand the company's business, in fact, the Seven Wolves O2O is not successful, but also have been trying to wait, so also not to mention achievements. To say achievement is that I have more experience than others.

Wang Jiajia: What are the goals and plans for the O2O project in the next phase? What measures are expected to ensure the achievement of these goals?

Zhiyong: After all, the new model, the company also did not give pressure. More is to ask us through this mode how to enhance the online, offline customer experience.

Company set up by it, marketing, digital departments of the O2O Project group, under the direct leadership of the CEO, with higher authority. After all, it's a brand new project that requires flexible decision support.

Wang Jiajia: Today's many experience for us, is also very valuable, this is the CIO times network Why to do O2O interview once a week, is to share our first-line experience and experience, through sharing, so that more CIO friends for reference. CEO direct leadership, for the company, is regarded as a great transformation to consider.

Zhiyong: The new model. Cross-sectoral coordination. Traditional practices need to be changed. Subversion of tradition.

Wang Jiajia: See your rhythm, really and the style of the internet company have a fight.

Zhiyong: Many companies may be O2O to the traditional department or the electric business sector, in fact, not good, break the tradition.

Wang Jiajia: Yes, it is usually zoned to the electrical Business Department, or a department parallel to the traditional department. is a business unit, but not yet a strategic unit.

Zhiyong: We O2O the project team to mobilize the company resources.

Wang Jiajia: Your case is so high that it has much to do with the system foundation you laid for your company in the last few years. No previous support, now want to make such a big adjustment, but also force not catch ah.

Zhiyong: It system is not a day to complete. In fact, we now have a lot of it is already in the project.

Wang Jiajia: When each CIO friend writes 2015 plans, he can list the CEO-O2O project.

Zhiyong: Enough authority to do it. Do not have permission, do not easily undertake. We have been working closely with the micro-letter team, Ali team, to define conference communication. This is also a basis for our quicker response.

Wang Jiajia: You just too modest, I think your O2O is successful, of course, not the result, because this thing, the process is the result. Now I am more concerned about how your practice will inspire other businesses and industries. Indeed many friends are still watching, do not know your side has been on the move for many years.

Zhiyong: The difference in the industry, in fact, the pattern is quite large. Some industries O2O can bring a lot of sales performance, some industries may be more used to enhance service support and so on. We have good experiences and failures. For example, 418 of our daily sales of more than 5 million, August we and micro-letter cooperation has achieved better results, 10-November, the dissemination of customers over billion. Inspiration is also far from being a little bit of experience that can be shared.

1, a new model, I believe that companies are trying, but the Internet model is bound to change a lot of traditional practices, a lot of previously thought impossible things, now realize it easily. Changing the tradition is not easy, so it requires the highest leadership to participate in decision-making.

2, O2O outside a lot of statements, but also a lot of practice, so don't try. Select the focus input implementation.

Wang Jiajia: To our students in the CIO class and more CIOs, as far as I know, many people want to be closer to business O2O in the 2015 career arrangement. Would you like to "experience" the status of the people to make suggestions, or some CIOs, want to gamble, the previous technology and management characteristics of the more powerful CIO hand over, specifically to do O2O, you think there is any risk? is not to have any preconditions, in addition to their own conditions, but also need to talk to the company what conditions.

Zhiyong: In fact, I suggest not to hand over CIO work, O2O after all is a brand-new mode or topic, the traditional business system certainly cannot support, so to traditional ERP business system operation is affirmative. Moreover each process needs it to cooperate the place to be more. So leaving the CIO's position, the resources and coordination of both sides in the process of O2O, if problems arise, many ideas may not be realized or implemented.

It's time to send a benefit! What are some of the problems that have been prepared?

Ying: Do you think there is any difference between the seven wolves in China and the foreign electric dealers?

Zhiyong: In fact, not to exchange points and cooperation, but to enhance the value of VIP card cooperation.

Fung: This in cooperation, is your system and banking system interface through, two-way or one-way?

Zhiyong: Some of the domestic electrical business is similar to foreign countries, but the Ali mode should be different from the larger, two-way interface.

Fung: Is the integral universal? Direct Battalion and join?

Zhiyong: There are still some agents of the integration of the switch, because it involves the subsequent distribution of benefits. and agent system upgrades.

Ying: The recent red collar mode is more concerned about the future of the Seven Wolves will consider personal customization?

Zhiyong: In fact, we have a personal customization, but the volume is small.

Wang Jiajia: Is the method of integral exchange rate used in profit distribution?

Zhiyong: Similar to the integral exchange rate. The agency has the same concept of settlement as the use of integral brands.

This is the end of the interview, thanks to the seven Wolf technology company Chen and we generously share the O2O on the road to practice dry goods, thank you for your interaction. Next O2O Interview We'll have a farewell! You are welcome to focus on the CIO Times Network, keep abreast of the interview dynamics.

(Responsible editor: Mengyishan)