Should The All Channel Test Of The Bestseller Tell The Warehouse "Break Up"?

When the store is losing customers, the agent takes back the agent, makes the store into the warehouse of the electricity supplier, and the 1/3 online order is shipped from the store.

After ordering the order system and the rookie system, the Tmall store of its brand can send orders to stores close to the nearest, and can achieve 3 hours' maximum speed 'as soon as possible.

At present, there are more than 5600 outlets in more than 8000 stores under the silk line, which can provide online order delivery and provide after-sales service.

Among many international fashion brands, the brand is quite different because of its familiarity with the Chinese market. With its influence on young consumers, its four major brands, ONLY, JACK&JONES, VEROMODA and SELECTED, are the standard of shopping malls. This will even make consumers feel the illusion of local brands. At the same time, it has made a series of localized improvements in China's market in terms of product positioning, channel strategies and marketing methods.

In the words of Zhang Yixing, vice president of bestseller group, the so-called whole channel is to buy all products and enjoy all services in all channels.

At present, there are more than 5600 stores in the more than 8000 outlets under the silk thread line, which can deliver orders and provide after-sales service for the line, accounting for 70% of all stores. Only in 2015 618 years, the sales volume of the stores was nearly 180 thousand.

This glaring pcript is obviously not accomplished overnight. Since the O2O experiment started in June 2013, the fabric has gradually revitalize the resources of its direct line stores, and has opened up all the channels of goods and sales, achieving the same price, the same paragraph, and a unified shopping experience.

In the process of implementing the full channel strategy, it plays a decisive role in its whole direct battalion mode. The bestseller business department and O2O Department belong to ECDP (e-Commerce& Digital Platform, electricity supplier and digital platform), which greatly saves the cost of internal communication.

The O2O departments of the vast majority of clothing brands must deal with offline agents, franchisees, and self catering electric business departments, which are two sets of people and two sets of thinking, and the interests are not on the same front.

As a result of the whole direct camp mode, the whole channel strategy of the bestseller has been cut off. This is also the reason why other fashion groups can not copy the bestseller mode.

According to the data provided by the bestseller, nearly 1/3 of the electricity supplier turnover can be delivered under the offline sales in daily sales.

With this trend going on, maybe one day, it will be able to say goodbye to the traditional warehouse delivery.

In the future, customers will try new channels to expand campus, department stores and App.

Its self developed shopping guide has been trial run under the Jack& Jones offline store. This App can portray user data and recommend products to optimize user experience accordingly.

Perhaps one day, the term "O2O" will also be thrown into the pile of paper, because it is no longer important for people to drain under the line or line. What is important is the integration of the two. This is also the way to win in the all channel strategy.

Understand the Chinese market, that is, consumers who understand China.

Since its entry into the Chinese market in 1996, it has been playing a leading role in the high-end casual wear market. In the early stage of opening up the market, except for the direct outlets of the first tier cities such as the north and Guangzhou, the two or three line cities mainly expanded with special franchised stores, covering more than 300 cities in just a decade or so.

In 2008, in order to enhance the brand image and cut off the variety of franchised stores, the strategy of adjusting the sales volume began to increase the proportion of Direct stores, and gradually recovered the agency power.

According to the data released before, the proportion of franchised stores in 2011 dropped from 50% in 2008 to 28%. Until now, all of them were directly battalion. In the process of carrying out the whole channel, the foundation did not need to face the conflict of internal channels, and it saved a lot of energy to deal with the real and important problems.

From the result, the bestseller undoubtedly made the right decision.

At the same time, the problems encountered by other customers were different from those of other brands: the passenger flow of single store declined, the young customers moved to the online market, the brand competition was fierce, and the pformation was difficult.

The difference is that when other brands are still hesitant, they have already begun to reorganize the offline stores, curb the excessive speed of expansion, and shift the marketing focus to online.

In 2014, double 11, JACK&JONES ranked 181 million on the top of the list. Group sales 370 million, ranking first in men's clothing category in 2014.

The online performance has not been satisfied with the bestseller. When the traditional retail industry is hit by the electricity supplier, it has to do something that sounds counterproductive, that is, let consumers automatically shop in the store.

In Zhang Yixing's view, the core of the whole channel is the mobile electronic business. With the moving of the consumer shopping scene, the shopping experience at any time, anywhere, the same price and digitalization is the core of the future competition. The integration under the online and offline is more conducive to the unified shopping experience and inventory management.

In fact, consumers do not care about whether a commodity is shipped from stores or warehouses. They only hope that the whole shopping experience can be more convenient and faster. Why do they not feel the material of the clothes and try them on when the prices are consistent on line and online?

In June 2013, the company began its innovation based on WeChat.

If the consumer tries to fit a nice pair of trousers at the store, just scan the two-dimensional code on the clothing tag in the store, and WeChat will jump out of the brand and match the pants with three to five kinds of clothing, such as shirts, sweaters and T-shirts. If the scene can't decide which to buy, it can also be shared with friends through WeChat, so that everyone can plan together and decide which item to buy.

After deciding to purchase, consumers can place the order in the store, or they can place the order directly in WeChat.

As WeChat jumped out of the recommendations do not necessarily store goods on site, this time will be other.

Or electricity supplier inventory to supplement, direct delivery to the home, for consumers, it is enough to save energy and effort.

The advantage of this approach is to extend the limited entity store to an unlimited online shelf, and the more than 100 styles placed in a physical store are instantly expanded into thousands of storehouses, and the conversion rate of related styles can also be improved.

In this way, online outlets can enjoy the diversion of offline shops, while offline enjoy the convenience and convenience of online shopping.

Another problem is that in the joint shopping malls, brand stores need to be separated from shopping malls, so it is difficult to segment orders and guide them online.

Fortunately, 2/3 of the stores are located in the shopping center independent store, plus its direct camp mode, can achieve top-down integrated management.

In order to mobilize the enthusiasm of traditional marketing system, the bestseller will associate the coding of purchase with the store code. Orders, shopping guides, shops, and sales areas are linked in layers. Even if consumers do not purchase or place orders directly in shops, the performance of this order will be counted on the corresponding shopping guide, so that all parties can benefit from it.

After taste the sweetness, the best choice is to promote it.

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From 2014 to 2015, bestseller has been upgrading and upgrading the IT system, in order to cooperate with the pformation of the warehouse and undertake huge orders.

From simple ECERP (e-commerce enterprise resource planning) to EC OMS (Electronic Commerce order system), and then to Omni OMS (all channel order system), the IT system of the bestseller has undergone three upgrading, and unified the order form of different channels, such as online, offline and so on. This means that the customers are no longer moving through inventory, but by moving orders to satisfy consumers.

Zhang Yixing told reporters that the pformation from pactional orders to relational orders is the focus of pformation.

In the future, the next door POS can allow consumers to check the corresponding orders and meet the demand for return, which is a considerable challenge. Before, the completion of the POS paction is the whole.

The end of the process does not mean that there will be multiple follow-up services such as reexchange, partial refund, refund and so on. There is also a need to consider the issue of postage. This is a "relational order", which is more complicated than the "paction order".

In addition, the real-time nature of inventory and cross channel nature of order processing are all difficulties in upgrading the system.

There are more than 8000 offline stores in the group. There are twenty thousand models on the shelves every year, and tens of millions of orders must be processed. The huge scale is obviously a test of the IT system. Many problems can not be exposed in small-scale pilot projects.

To this end, the use of a large number of smart forecasts and judgments in the OMS, to ease the impact of the order volume.

In the first half of 2015, the first order began to connect its order system with the rookie system. In April 8th, the shipment system was put on line.

With this system, the Tmall store, which sells its brand, can send orders to stores close to the nearest ones, and the rookie is responsible for distribution. The fastest realization can be achieved at 3 hours.

However, in the course of the actual operation, the third party distribution capability can not support the quality of distribution required by its business, which may be solved in the future running in.

To achieve full channel delivery, Zhang Yixing's next ambition is intelligent return.

When consumers apply for a refund, the system can automatically determine which stores are out of stock and then go directly to the corresponding stores. According to him, this function is expected to be launched early next year, and the reduction of the return threshold will largely promote the paction and further enhance the distribution of goods in the stores.