Top grade discount: Fusion Driven After making the decision fusion of online and offline, Yin Song, vice president of varying discounts think they really see the direction of the development of chain department stores: in China, the traditional retail trade margins will remain at 3% to 5% between, the largest proportion of the cost comes from the human and rent, with the gradual decline of the demographic dividend in recent years, rising labor costs will remain at 20% per annum.
Text / reporter 陆嘉宁 world network operators in Beijing's Zhongguancun top grade discount stores, a group of cameras and card readers have been quietly layout is complete, if you take the top grade discount membership card to enter the store, membership card with a radio frequency identification function will through the card reader on your travel route identification, and the camera will record your clothing and accessories. You walk around in the store row line, clothes selection process, the time it takes the last orders, will be recorded by the system of varying discount database. Future, relying on the top grade discount online and offline data accumulated, you can analyze your preferences for wear and accessories, in order to achieve precision marketing. According to Yin Song, vice president of top grade discount ideas, new products in the future moving line design shops, clothing display shelves and top grade discount network, we can rely on technology to do more precise. He even has an idea: that the future of scrolling installed in the store, members Once inside the store, you can scroll through the analysis of the database to recommend clothing combinations. Part of the thinking of this highly technical borrowed from the line BI sector, while electronic consequent offline also make a series of transformation is likely to trigger online, whether it is associated with the degree of operational staff of the control of goods or look online and offline ways of thinking. In fact, after the decisions made online and offline integration, Yin pine think they really see the direction of the development of chain department stores: in China, the traditional retail trade margins will remain at between 3% to 5% while the largest proportion of the cost comes from human and rent, with the gradual decline of the demographic dividend, rising labor costs in recent years, remaining at 20% per annum.
Yin pine measured before, rising costs in accordance with such speed, not exceeding five years, not involved in the Internet department stores are a loss, and the next line if the line is not to consider as a game of chess, retailing is difficult to really big. In order to change this fate, top grade started very early technology of the transition, so far, its investment in technology and systems have been close to a million. Select the top grade discount tangled experienced a painful decision process, just make a decision fusion, even in the whole year, because indecisive and intentionally slowed down the pace of e-commerce. 2007, sustained attention Taobao Yin Song found that the growth of online business has far exceeded the original expectations, in such a big trend, top grade discount set up their own team, and in 2008 on the line, top grade discount network . With the line slightly different retail, e-commerce is both labor-intensive industries, but also technology-intensive industries. In the top grade discount network, 150 power business team manages pressure SKU, staff and systems of more than 200,000 imagined. New and SKU management has been on camera to make the top grade discount deeply troublesome problem for the retail part of the budget, in addition to part of the photography outsourcing, top grade discount merchandise all use the bulk upload in the description is quite simple. Meanwhile, most of the goods do not use the model policy also largely for the company in exchange for a time. In order to reduce labor costs, top grade without even setting UI this is almost a trademark with electric posts. Nevertheless, the pace of development of top grade discount network is far beyond the expectations of Yin loose - according to one billion in sales to match the system architecture, in just two years time will be exceeded, so that once the Internet to do some activities , faced with the embarrassing situation of a system crash. Of course, the transformation of the system is imperative. However, different strategic thinking for the system requirements are different.
Top grade discount network and top grade discount stores exactly what kind of relationship? It should be top grade discount network as an independent channel to create, or to achieve the integration of online and offline? For such problems, the top grade discount management team in a very long period of time always to no avail, discussions and reflections unprecedented fierce. In a number of consulting firms with foreign exchange in the process, Yin loose learned that, like department stores such as Best Buy, the crowd coincidence degree online and offline is not high, according to the consulting firm's opinion, the fusion is not necessary. Transition from the end of last year, in study abroad Yin loose accidentally found the information on a 1990s American B2C development. To his surprise, the process of development and change in the United States more than a decade of e-commerce, all retail e-commerce company in this business basically maintained at between 20% to 30%, then stagnated. At the same time, another group analyzed data from the team to make the top grade also showed: Consumers coincidence degree in the top grade discount, online and offline is very high, 40 percent of online consumers are Beijing local consumers, and a considerable part of which has the line shopping experience. After thinking it over, Yin loose draw their own conclusions: the focus is top grade fashion apparel department store, the store experience for the consumer demand is still quite high, can not copy the experience of other countries.
Thus, the obstacle was cleared on thinking, top grade discount established himself attitude towards e-commerce: the future of retail as an integrated multi-channel format, does not distinguish between online and offline, but rather focus on providing consumers a valid path. Whether consumers through consumer channels which, in the face will be the same company, also suffered the same treatment. Development of a single product management system Yoon Song found mature commodity aspects of online and offline integration is the key to the top grade discount conduct, cosplay xxxholic and the driving force behind the technology comes from. In fact, the top grade discount network just an on-line, online and offline is the next team to take stock of the ideas established, and even anniversary, Real have implemented a complete synchronization. There is no segment of the commodity, in virtually allow integration seem logical.
As a department store, SKU number is far greater than the traditional top grade discount brands, only one store SKU Wangfujing on up to 10 million, and for consolidating the five top grade discount stores SKU top grade discount network, its SKU number is up three hundred thousand. So many brands, such a large number of categories, without effective association of planning, the shopping experience online will show disunity, selection of merchandise to customers bring great trouble. At the same time, SKU number mass also means that if you want to rely on online and offline manually inventory and management of goods, is almost unthinkable. To achieve control of online and offline, the need for integration of IT systems. If you want to manage the implementation of a single product line, a variety of ERP systems at hand, however, the top grade to solve the problem is to synchronize online and offline single product management. Prior to this, the top grade discount has started an independent R \u0026 D top grade single-product management system, this initiative has become a key integrated online and offline in the future. In China, the traditional retail implementing a joint system, water is pumped as a 'principal tenant', its format is quite extensive, membership management systems are often only able to manage how much money each consumer spending. In this mode, the shop all independent from the control of goods to shopping guide by the brand. Top grade no total positions, the cargo unloading by brands independently, what consumers like, what to buy a single product, how to navigate the path, department stores have no way of knowing. Over time, the department will lose the right to speak for the brands, and top grade discount network time when the embryonic stage, there is no how top grade discount on their own line for warehouse management and control has become a problem, it is imperative to find a capable of recording the line each store every single product sales of IT systems and online make docking. It is based on this, the occasion of top grade discount online line, top grade discount started to develop their own single-product management system, through to the shop shopping guide staffing handheld terminal PDA, to record every single product sales. The so-called PDA, in simple terms, is both a collection device, but also a control device, when brands delivered the goods, and the goods information collated into an excel spreadsheet based on the requirements of top grade can be entered via PDA, synchronize sale; On the other hand, when consumer spending in the store, through a single hand-held terminal, you can transfer information to sell to the PDA, achieve inventory management. Currently, eight physical stores have achieved the top grade discount shopping guide personnel staffing a handheld PDA, via wifi Internet, to achieve a single product sales monitoring.
This single-product management system to keep up with product RFID membership card combination, will become the top grade for consumers recommend a single product basis. It also helps the top grade in the face of brands to win the right to speak. Yin 松坦 words, this system was originally developed in response to on-line only top grade, and online under the management of the dominant discourse is implemented, however, with the idea of online and offline integration is determined, the first all inputs have played a pivotal role . In simple terms, to achieve integration, meaning back-office systems to achieve online and offline integrated online and offline inventory, so inventory and sales online and offline synchronized display, while the single-product management system development, just as seamless data created premise. Inventory implementation of integrated real-time synchronization of online and offline in the top grade discount beginning, often in such a situation: consumers shop for completion of a product after that, when the closing was told that the merchandise has been sold. This is because online consumers in top grade discount network under a single, and finished ahead of the payment. Through a single product management system will open up the database online and offline, eight top grade physical stores became Treasury line, if insufficient inventory quantity, there will be a competition for the two consumer goods phenomenon.
This is a serious test of the top grade discount inventory in real-time synchronization capability, if not real-time synchronization, errors will greatly enhance the chance of a serious impact on consumer shopping experience. In this case, the original single-product management system as a result can not achieve real-time response, it becomes insufficient. To achieve real-time synchronization of online and offline reorganization upgrade means that the system architecture, but also a test of the top grade discount management for the integration of determination. However, retail e-commerce with different characteristics determine the line of the development of a real-time back-office systems is not easy. For example, online, the classification system is the perennial fixed, no matter what kind of retail formats, follow all men, women, casual wear such a classification, the professionals will be referred to management categories; but on-line, a new display classification system completely break the traditional management classification, and over time a node at any time to make quick adjustments. Online, a striped glass, consumers are likely to link the 'fringe' keywords on the page to the relevant commodity, and if you observe, perhaps after a period of time, this classification has been transformed into keywords' glass. ' Yin loose observed on Lynx, this adjustment will have often 10 to 20 days, showing the appearance cosplay costumes for sale of the property classification relied upon commodity characteristics, so the system needs to respond in real time to adjust to this, but the top grade discount to conventional systems simply can not support such a change. Financial management needs stability, the most taboo is the classification change, for a retailer, today classified as a garment in Korean, tomorrow classified in Leopard, for the financial impact would be unthinkable. Under such a system, to achieve real-time synchronization basically unthinkable. Song Tan Yin Yan, so far, the top grade still rely on artificial means to adapt to this adjustment, each node in a classification adjustment, the top grade of the staff will be busy work day and night. He realized that this problem is not resolved, the integration of online and offline will be a fatal blow. Faced with this problem, the top grade discount decided to invest 30 million yuan to transform the reorganization of the entire system. Relied upon the principle is quite simple: by developing the existing financial management system framework for the classification of an intermediary ERP systems, will showcase classify and manage categories distinguished, and then through an interface to do with the financial management system docking.
Or in the glass striped analogy, after the system reorganization, the online property management will present the cup up and down the double property classification, the lower with the financial management system docking properties, glass is always only a static classification, In the upper description attribute can be dynamically changed at any time according to the rules of different nodes. Another difference manage inventory issues associated with the integration of online and offline come, appear on different platforms inventory management. This is a gradual integration of the need process with external forces, relying on the power of a single enterprise can not be done. Follow different rules for different online platforms, the same top grade discount will unify back-office systems have a strong impact, which is the top grade on their own inability to be reversed. For example, an inventory of 100 commodities, physical inventory if the average top grade assigned to each store, each store is only 12, in the peak season, the inventory may appears sold out within half an hour, and according to the current Lynx system architecture, inventory read only achieve half hours, even though the system did its own top grade real-time inventory synchronization, also because of the Lynx synchronization data can not be dragged down. This is to take the lead in the integration of online and offline around the past Kaner.
Faced with this problem, the top grade discount subsequently adjusted its inventory policy, at each new process, the Lynx have a certain amount of advance rations alone virtual inventory, the store in the sales process, which are part of the inventory It will be locked. Which aspects of the problem, with the implementation of online and offline integration strategy, is gradually exposed. Yin Song told reporters that the complexity of the top grade Kuguan need to rely "cosplay haruhi suzumiya " on technology to achieve the content is much more than not yet integrated enterprise integration. In the next two years, the technology will always be a top grade short board, for top grade discount has been to develop their own technical team, so far, the number of the team has reached 40 people, far higher than the average department store .