Is looking interactive forum: electricity supplier in the clothing business in strategic locations (This article is the fifth 'is looking apparel e-commerce summit' interactive forum 'E-commerce in the clothing brand enterprises in strategic locations' special content Record) Moderator: Beijing is looking Consulting Co. founder Lubbe guests: Bo Yang Clothing Executive vice president, general manager of security just GXG electricity supplier Li Shujun St. Dior CEO Zheng Yun, general manager of the three-color brand management company chairman Wang Xuefeng Ding Wujie Yaqian Lubbe: many times we will open before, each time after the opening will be the electricity supplier managers are passion. Some people at the same time passion, psychology can not help but have some concerns: I have ideas for the development of e-commerce and motivated, but do not know the leadership can not support me?
Apparel e-commerce brand chiefs look at how e-commerce, e-commerce brand in the enterprise should be placed in what position, how they evaluate the professional managers, they understand or not professional managers? Wang Xuefeng: speed in recent years, e-commerce development is very fast, the pace of development of modern channels in front of a few years, like, far more than our current rate of development of traditional channels, throughout the company's sales strategy which also occupies the increasingly The larger the share, so we now attach great importance to e-commerce. Our main business is the main store, in business for more than ten years. Currently our business, 80% or business entity. We are also aware of the importance of network marketing, so these companies are also focusing on the development of e-commerce this one. The company has put it mentioned a very important strategic position, and subsequently as the company's e-commerce will be an important core channel, this network marketing company will continue to support it. Li Shujun: GXG now has more than "dragon ball z wigs " a thousand stores in operation for almost five years, our electricity business is in the third year of the establishment of the electricity supplier branch. The first strategic objective is the electricity supplier branch digest our stock; the second is to try to make a market share on the Internet market has sales model accounted New York; and the third is our innovative marketing model, such as on O2O The pattern to make a try; fourth of traditional retail has some of the elite out electricity supplier on the electricity suppliers have talent, but also new talent, such talent not only understands but also understands the tradition before electricity suppliers through channel integration to do when guidance, so this team must be strong execution and diversified team of professional competence. An Gang: Bo Yang Group in 2009 started electronic business operations, is also a traditional brands. In 2009, when the electricity supplier know, the very beginning of it as a new space, or a new market, not a new channel to understand, it should be said that a high degree of problem.
Our boss has a definition: a hundred years to do business entity a chance encounter, and the Internet should be said to be an opportunity for a thousand years. The second is from the mechanisms and institutions cosplay costumes for sale to resolve this question is very simple online and a company line company, under an independent company to do is online and offline two systems do, solve electricity from the mechanisms and institutions Suppliers development of a strategic issue. Start of the third, when there is a problem is understandable: the retail nature of the Internet, is to do retail business, so we have to work around this nature when the system is built, we were also in the whole development team to focus on the essence to carry out operations. At the same time we should now say bears a mission, that we want to do so we have been able to rebuild a brand on the Internet, creating a brand value, thank you! Ding Wujie: I think in my reckoning garment industry is a service industry, is to provide consumers with the service. I always told myself, can afford to do consumers want to buy, not necessarily buy through the store, or by e-commerce. Some people prefer online shopping, so we should provide electricity service provider. We will focus on how do we do e-commerce, how to share the benefits, until recognized by customers, we only service for consumers, so as to better. If you do the service, but the main thing is we want to serve the market, the product line under the push client to the line which is part of, and customers may need line of licensed products. Currently in this area there is not enough investment, but it is very firm, will invest in the development of this new product. We have no concept of online and offline, only a good idea for consumers to services. Lubbe hope: Please tell us about Zheng Sheng Diao market positioning and e-commerce targeting? Zheng Yun: I just said to Ding Wujie as consumer habits change, in fact, consumer spending habits have formed, we are also in accordance with the traditional enterprises should focus on consumer spending habits to carry out strategic planning. Now is a complementary line of our line, the line is almost more than a thousand stores, online accounts for almost a couple of percentage points under the line. Serrucho Lynx Lynx Group president, said the next direction is to return to the essence of the brand is not discounted, which is welcomed. Our brand sales model may be different from many brands, a brand of two stores, one-price stores one is special shop. St. Dior brand sales shelf life of one year, between 300 yuan a year is 300 yuan, a year later can go to special shop sales, online really is better to do so operations are preferential shop, store operations compared to the broad range of deals relative sales were relatively fast, really difficult is price stores, our study of price stores are not stopped, we see the future of a brand is not a product, the product sold is a value to the Chinese market, the lack of a real brand. Lubbe: Please talk about the General Lee brand to develop e-commerce is not it should have a few conditions to allow electricity providers managers a free hand to dry up. Li Shujun: GXG reason we had concluded before the success of one is the number one project, our chairman and our our shareholders, no matter what time they are willing to listen to our voice, they are on the stage of the control is precise, they willing to try new approaches and marketing model, our leaders have done very well.
The second is our brand influence the brand itself, and the third is the market environment. Brand influence is the original company to do it, in fact, we just enjoy the process, but also to give them a part of the expansion of resources on the Internet, we are expanding the brand influence. The fourth is the team, the team is very important, we have the team on the last, the brand's first number one. To be successful, we must be able to endure loneliness, if you want to get the absolute number one support, at least let you see the number one worth supporting. To be able to communicate in time with the boss, tell the boss made his own, self-made achievements. At the same time when online and offline conflict, but also to keep the boss to communicate. When the boss saw the two conflict, they will go to find out what the place is required to knock again. I just started into this company when the electricity supplier neglected, we apply them to the company, they are in accordance with the original rhythm doing. Whenever possible, we will be the first time for these things to. When the chairman of the board decided to do electronic business, he has determined, and we do not doubt his determination.
But he admitted how delivery of goods in the next time, we let him see your determination, this is our manager to do. These years we do down to a high point, anything to a high point are to go down. We have recently seen 'Zhen Huan Chuan,' each have a particular favorite of the period, even though he no longer patronize you, you must pay attention to yourself. The Lynx fashion activities, we pay attention to their own. Our results do well, we see the boss, but in fact the real power is the most important. Must be the number one project among the parties pay each other and trust each other, and consistent view of each lonely word, this is a very important thing. Lubbe: D always, I ask you is there a power business planning, in 3 - 5 years wanted to create a kind of goals? Ding Wujie: In fact, there are many strategies people ask me strategic planning, planning is actually my talent, it may not involve money. If the company you want to invest online no shortage of money, a plan that is feasible is whether people can be put in place. US General Jack want to be on a very good project, but he waited for this project and human resources for eight years, met the right people to do it. We'd love to do it, but first leaders should pay attention to, and the second is whether the team can do. I've heard a teacher, a word he is to impress me: 'Why do not you pay attention to it by the boss of Zhejiang to be trained CEOs are not going to, you know, he had not even explain to you to explain, because he? it takes a long time to explain, rather than you have to take into account responses have told him. 'electricity supplier needs to have a good team, but also need the support of a number one firm, and that 'strategy is very practical. Set theory, like the theory of strategic heel of the foot, small foot wear big shoes if not comfortable, same foot big trouble for not comfortable, to reasonable. Do or do not do, or do our best. The company can not stay in the general level, to challenge the highest level, specifically challenging the first, the first challenge in all areas. Lubbe: Bo Yang of brands of decentralization, there is there a second pioneering ideas in there? An Gang: What brand to the market, the market and what kind of people to rebuild a brand to re-take the road, this is the enterprise planning is the next three years to see the industry pattern.
Current pattern of Chinese industry, why GXG can reach 70% to 80% growth? The law is the same, in this process we must look after three years put in what position is the most important. Also Lynx brand, the brand is not short-term formation is the formation of a long-term value, and in this process of growth Lynx is a great potential for growth, this is also to be understood that the second venture. Amoy brand of genes should be more than the traditional health, and therefore we must continue to learn from their Internet genes. Lubbe: on E Yaqian Ready or not secret weapons? Wang Xuefeng: our business has been for eight years, while the real functioning of e-commerce is only 6 years, we have e-commerce start-ups is also relatively late. Last year the company in October 18 made a financial application, a lot of people know Yaqian underwear is underwear of a positioning tradition, this year we have done in the traditional dress of a position, this one and we are also in the whole e-commerce channels We made some strategic aspects of some preparation and application. Our business mainly traditional channels, about our business in the end to what, Bo Yang has a strategy to raise it to the height of the. Our own e-commerce in positioning our business more clearly, in addition to digest inventory which is one samurai champloo cosplay of its positioning, the same time the company also put it positioned as a new growth point of business, so the company will spare no effort to support the e-commerce sector development of. Lubbe: I just Qiao Feng said Taobao future to the brand value return when Zheng did not want to own estimate the total sales on Taobao about how much to do before the end of this year, the number of two-eleven to do this year? Zheng Yun: We have a company here is not to put this sales assessment evaluation in terms of e-commerce company in an important position, because I think we need to give the team time to grow, channel management and personnel everybody here companies are missing. We from 2009 to the present, after the establishment of e-commerce, we give the greatest support to e-commerce are a few: the first is the direction that we simply quantify the results tell us who is responsible for specific e-commerce, and the second to He security of a good platform that is flexible and rigid combine, like we are doing a very large project is to complete online and offline how to integrate multi-dimensional way, this is our biggest The most important priorities, including our current VIP2.0, including open online and offline mode.
The third is to give the team space. The real specific business somewhat familiar, but I know when I should hit the brakes, when to refuel door, and when to make the appropriate correction, and ultimately to achieve the ideal destination.