BELLE'S Electricity Supplier Story &Nbsp; Traditional Enterprise "Electric Shock" Sample Survey

Women's Shoes

Standing at the crossroads of e-commerce, Xie Yunli felt relieved and felt very heavy.

BELLE group (BELLE) is one of the traditional enterprises in the field of e-commerce in China.

Xie Yunli is BELLE group.

BELLE group was founded in Hongkong in 1970s, and was introduced into the mainland by Mr. Deng Yao, a famous footwear designer and senior industrialist in Hongkong in 90s.

According to relevant information, BELLE group has 10000 self retailing stores in mainland China, with Belle (BELLE), Teenmix (Teenmix), Tata (HERS), Staccato (Staccato) and BASTO (bath) and many other footwear brands, which has an unshakable position in the traditional footwear industry.

"BELLE group has extensive experience in product management and supply chain management of traditional footwear."

Xie Yunli said.

But under the new technology and the new technology revolution, BELLE group feels that it is far from enough to grasp the lifeline of traditional channels.

After more than two years of hesitation and market research, in 2008, BELLE group e-commerce company came into being. Its headquarters is in Shenzhen, with a registered capital of 5 million US dollars.

According to Xie Liyun, sales in 2010 came from 100 million yuan, the official shopping website of BELLE group.

In addition, the three party e-commerce platform such as Taobao, eBay and pat Network also brought more than 100 million yuan income to BELLE group.

Up to now, BELLE group has been in the forefront of traditional enterprise e-commerce.

This is the first step in BELLE's e-commerce, but what puzzles Xie Yunli is that the perfect combination of online and offline is always a difficult proposition.

Compared with BELLE group's annual sales volume of 20 billion yuan, online sales still seem insignificant.

In fact, this puzzle also puzzles all traditional enterprises in China.

Unlike in previous years, in the field of e-commerce, "seize the opportunity and get a share", traditional enterprises no longer hesitate.

Seven wolves, Gloria, Wangfujing department stores and some other traditional enterprises with strong comprehensive strength are also "electric shock", expanding their sales channels to the Internet.

However, compared with the huge sales system under the line, the scale of e-commerce is still not able to be accepted.

In addition, the lack of compound talents and imperfect technology system hamper the process of "electric shock" of traditional enterprises.

"We are thinking and looking for a disruptive innovation, and no effective way has yet been found."

Xie Yunli said.

Long way to go, after years of confusion and exploration, the process of traditional enterprise e-commerce has just begun.

Traditional concerns

E-commerce is a revolution.

Traditional enterprises are trembling with fear, but some emerging enterprises have already risen.

According to data published by Van port, the sales revenue in 2010 exceeded 2 billion yuan.

The company's CEO is expected to continue to increase sales by 200% to $6 billion in 2011.

If fan Kai pin achieves this goal, it means selling 100 million clothes in 2011 to become the largest clothing brand in China.

The rapid development of emerging e-commerce companies is likely to force a group of traditional industry giants to quit.

In this regard, all the traditional enterprises are aware of it and dare not take it lightly.

"As early as 2008, BELLE group was thinking about the pformation of electronic commerce."

Xie Yunli told reporters, "after more than two years of research, BELLE group in the decision to" electric shock ", according to the multi-directional, multi-path way to explore.

This is also an important reason for BELLE group to take the lead in the development of e-commerce in the traditional Chinese enterprises.

The so-called "multi-directional and multi-path" means that BELLE group has built its own official website, Tao Sao, and has built an official flagship store on Taobao, eBay and pat. In addition, BELLE group has also tried to invest in the national online shopping platform by drawing lessons from traditional industries. Its six brands are BELLE, Teenmix, he, Staccato, patten, and Sunda, and every 5 brands become a franchise.

Groping for stones across the river, BELLE group's "multi-path" approach is an attempt at the beginning of its electric shock. It can bring different platforms' evaluation results and experience summaries, so as to make great progress in the future.

However, this is the market research that can be done by traditional enterprises that are rich in money.

Sun Hong, general manager of Masa Maso, a leading domestic menswear brand, told reporters, "self built e-commerce website is a huge investment.

In order to make the product perfect, order delivery system in time, and achieve effective data tracking, mining and other work, the investment of an e-commerce website needs at least several million to tens of millions of yuan of funds.

This huge investment is also a great challenge for traditional enterprises.

"Although traditional enterprises are not short of funds, their business ideas are different from those of Internet companies. They pay more attention to effective input output ratio, and it is very difficult to get tens of millions of dollars in the absence of orders."

Insiders told reporters.

For most enterprises, through the three party e-commerce websites like Taobao and pat, it is a prudent way to explore market experience, accumulate popularity and gain sales volume, and increase investment.

The seven wolves are the leading men's clothing brands in China. As early as two years ago, they realized the impact of e-commerce on the traditional clothing industry and decided to open shop and touch the way on Taobao.

"Taobao occupies about 85% of China's e-commerce C2C market share, has a huge customer volume, mature payment system and perfect supporting services.

Setting up shop on Taobao will bring us effective sales volume.

Hu Jun, the new channel manager of the seven wolves, told reporters that "seven wolves have become the champion of Taobao men's clothing sales."

However, for the traditional enterprises who really want to devote themselves to e-commerce in the long run, Taobao's shortcomings and shortcomings are hard to ignore.

As a large number of brands rush to Taobao, the benefits of single brand growth will be weakened as the distribution of resources spreads.

Last November, seven wolves joined IBM to build an e-commerce cloud platform.

"This cooperation is based on SAAS (software leasing) mode, IBM is responsible for website building, Wuxi operation center is responsible for coordinating operation, and seven wolves are responsible for goods supply."

Hu Jun told reporters, "the purpose of this cooperation mode is to effectively control costs and minimize risks in e-commerce."

According to Hu Jun, sales from Taobao's three party platforms account for less than 3% of the total revenue of the seven wolves.

"Through self building websites and strengthening supply chain management, we hope to increase the proportion of e-commerce revenue to 10%-15% in the next 3-5 years."

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A more difficult worry.

"The future is bright and the road is tortuous."

Traditional manufacturers are proud of their development of e-commerce, but they are bitter and bitter.

China's e-commerce industry has a history of more than 10 years. Early Dangdang, excellent network and other B2C manufacturers take the lead. Since then, Taobao's C2C has sprung up, followed by vertical B2C companies such as Fan Cheng pin and Jingdong mall.

But these companies are Internet based companies. They are familiar with the Internet and e-commerce market and technology.

But even so, China's e-commerce development has lagged behind the developed countries such as the United States in the past ten years. Initially, it was restrained by the immature market environment and imperfect credit system.

For the traditional enterprises, the lack of talents, the loopholes in technology, and the phenomenon of fleeing and faking in traditional industries restrict their rapid growth.

"The biggest problem encountered in the process of electronic commerce of the seven wolves is that commodities are sold on the Internet and counterfeit goods, which are often sold at a very low price, affecting the rights and interests of dealers."

Hu Jun told reporters, "distributors' complaints are already a common and inevitable phenomenon."

In traditional industries, the management of enterprises must be effective in brand management, product management and supply chain management, and ensure a good distributor management system to ensure smooth access to goods.

Even in the "channel is king" industry, the satisfaction of distributors directly affects the life and death of enterprises.

However, the early growth of e-commerce in China, especially for individuals and small and medium-sized sellers, is very common on the basis of the third party e-commerce platform, selling fake products and fleeing goods through offline platforms and selling products online.

Because the price on the Internet is much cheaper than offline, it attracts a large number of buyers.

But because the quality of these products is not guaranteed, the interests of consumers can not be effectively guaranteed. Frequent and frequent complaints directly affect the product brand.

"How to rectify the market, assist the benign development of traditional channels, and continue to develop our own e-business is a difficult task we are facing now."

Hu Jun said.

In this regard, Xie Yunli told reporters, "BELLE group advantage is that there are about 10000 direct outlets, with a strict supply chain management system, which can effectively avoid online, offline and fakes.

If online merchants really sell at a very low price, there is obviously a fake phenomenon. "

However, how to avoid online, offline and how to ensure the best interests of distributors is still a difficult problem for most traditional enterprises.

In addition, the lack of qualified personnel also seriously restricts the development of the industry.

An industry insider told reporters: "traditional enterprises want to tap the real Internet experience and understand the traditional industry talent is very difficult."

According to the source, the good news bird is a typical case. Its boss wants to make electronic commerce with great determination, but is unable to find talent.

According to public disclosure, as early as 7 years in 2007, the Shanghai bird bird Textile Technology Co., Ltd. jointly established by the bird lovers group and Shanghai Bao bird Clothing Co., Ltd. was established. Bao bird science and technology unified the traditional channel and network direct selling brand, and adopted the English name "BONO".

Although "BONO" is favored by the group, it can also get the original core resources of the wedding bird, including: independent product design and development capability; the control ability of industrial resources, backed by the Phoenix bird group, can cooperate closely with the first-class surface suppliers; the huge backstage production capacity has two modern production bases and 10 world-class production lines in Songjiang, Shanghai and Zhejiang Wenzhou.

However, BONO has not been satisfactorily developed.

"BONO has been struggling to find the best management talent, and management has changed its mind.

If a traditional business owner fails to see the improvement and pformation of the business operation, it will directly change people.

The personage said that the most sensational event of BONO high level substitutions was that Tian Jian, the former YAHOO general manager of China, resigned as BONO general manager for more than half a year.

"At present, the news birds return to traditional industries to take charge of the development of BONO."

"It is really difficult to find satisfactory compound talents."

Xie Yunli also told reporters, "first of all, the e-commerce industry is developing rapidly, and the talent gap exists. Secondly, it is difficult for managers to understand e-commerce and to understand traditional industries."

Another senior business executive told reporters: "even if there are such talents, they have been hired by some large enterprises with extremely high salaries. It is very difficult for general enterprises to dig up such talents on a large scale."

"At present, BELLE group mainly trains talents who really need in the way of communication and training."

Xie Yunli said.

According to his disclosure, BELLE group's e-commerce has been expanded to more than 100 people since its operation in a company way.

Trial and error and innovation

"In the past two years, traditional enterprises have been trying to make mistakes in the process of e-business."

Xing Kongyu, chairman of the band, believes that the best way to do the best e-commerce is to test the consciousness, mentality and system of the traditional enterprises.

Xing Kongyu said that in the process of e-commerce, traditional enterprises have encountered the inevitable problems of price conflict and channel conflict, but at the same time, they have made a series of beneficial attempts.

Xie Yunli told reporters that BELLE took online channels and offline entities store separately operating channel mode.

At the same time, with the rapid response characteristics of the Internet, the fastest change and distribution of product design and processing will really make up for the impact of e-commerce.

Fashion goods are characterized by seasonal changes, non standardized products and dynamic inventory. It is very difficult to simply shop in a physical store.

Online ordering, physical distribution, delivery will result in a high shortage rate and poor user experience.

It is understood that BELLE's online merchandising strategy is based on the "28 principles", that is, the best selling style of goods under the line, combined with the needs of network customers, and has been specially sold on the Internet after being improved.

"For example: the line is a square button, the Internet is circular buttons, the line is white, the Internet is coffee."

Xie Yunli said, and offline inventory abundant goods, is the current internet key sales of commodity category.

"In addition, we require only 50% of the product volume in principle, and put it on the Internet and store to listen to consumers' feedback.

If the product responds well, we will continue to increase production. If we make a lot of amendments, we will make adjustments accordingly. "

Xie Yunli said that with the use of the Internet platform, BELLE group can acquire information with the fastest speed and maximum efficiency.

Hu Junyi told reporters that before the electronic commerce, the dealer ordered two times a year, the product from order, order to shipment need three months to half a year.

After the development of e-commerce, as long as there is raw material reserves and other related work done, from the next order to the fastest delivery can be increased to 15 days.

Timely feedback from market information can effectively increase production and production efficiency.

"Now there may be a slight difference in the service and offline products of online products, and the prices of products are also different."

Hu Jun said, but ultimately, prices will be unified online and offline.

Hu Jun believes that for traditional enterprises, the operation of e-commerce requires higher requirements for the original technology system, marketing mode, supply chain integration and other aspects of quality, and is a key step for enterprises to enhance their core competitiveness.

At present, there are mainly two modes for traditional enterprises to develop e-commerce: brand mode and platform mode.

The former refers to focusing on selling private brands, which is also the inherent advantage of traditional enterprises. The latter refers to the introduction of sales of other brands, the expansion of product lines, and the development of e-commerce service providers, such as V+, which is a new field coveted by traditional enterprises.

"BELLE group is thinking about how to develop platform mode, but this is a very challenging and disruptive innovation."

Xie Yunli said, "we are thinking."