TCL: TCL sell offline, online selling Alcatel2010, TCL Communication annual sales of 99,100 sets of Alcatel mobile phones, tax revenue 37.23 million, annual profit, an increase of 4-6 times. It is commendable that these figures are entirely obtained from the Internet. Alcatel failed to return from line, TCL Communication gone through many traditional companies in e-commerce has gone through the detour, and now they finally think clearly. Quiet moment of Alcatel (Alcatel) phone, web regain Chinese consumers. 'Sai Luote' Consequently, as earlier involved in traditional e-commerce business, e-commerce road TCL Communication also gone through ups and downs. Back in 2007, TCL set up a separate e-commerce company, try operating its own mobile phone brand Sailuo Te (CELLUTEL). The brand for sub-groups, respectively, for student groups and older groups launched Nike Shoes several models of learning and special health phone entertainment phone. TCL originally hoping this premium brand can cross the layers of intermediate links, direct phone manufacturers to become the first brand. But after spending millions of dollars, but eventually discovered that by Sai Luote test the water e-commerce initiatives are not successful. 'Originally thought 'goods is good, cheap' will be able to sell, but then found that we are not doing electronic business platform, the individual to be a site no one knows.' TCL Xiao Feng, vice president of communications represents. In addition to sites unknown, the online proprietary products supply chain has also undergone a question: Hou out when good sales, inventory accumulation when poor sales. In addition, the high cost of the mobile phone industry has also developed proprietary brands to cause trouble - a cell phone from concept to finished product to go through market research, a model, a plurality of network testing and other aspects, cost easily up to one to two million. Bitter experience, TCL finds Mobile products are not suitable for online alone open up new product lines. Reflection year Sailuo Te unsuccessful attempt, Feng Xiao believes immature e-commerce market is also an important reason. 2007, day order processing capacity Jingdong Mall just crossed the 3000, century electric network (now the United States's Kuba shopping network) of total sales of less than 10 million yuan, while Taobao still a personal seller based The market platform. We can say that in 2007, e-commerce is still only a small part of Air Jordan Kids Nike Trainers 5 Retro an avant-garde consumers will try to shop. Enter the net sales in such market conditions, such as traditional enterprises to TCL a bit premature. Alcatel-line only for the blink of an eye to 2009, China has 300 million Internet users, online shopping is increasingly quickly become part of ordinary life, more and more consumers face on the web 3C product pictures and text can be decisive in making purchasing decisions. We can say that the time online sales brand mobile phones has matured. Also in November this year, Xiao Feng realized that traditional sales channels TCL Communication is under the double impact of telecom operators subsidize sales and e-commerce channels, e-commerce and therefore regain becomes particularly important. 'Rather than let other e-commerce retailers leather our lives, as we own to reform his own life.' So in December 2009, TCL Communication up e-commerce center, and began to build a team. Sai Luote previously learned lessons of failure, TCL Communication decided to give up to create a new network specifically for the brand, which in turn select an existing brand. Previously, TCL Communication acquired the French mobile phone brand Alcatel, but under Alcatel's line channels in the country have been doing is not particularly desirable. So the management made a bold decision: In for a penny, in for a pound, simply lower the wire channels all Alcatel cut specifically for online. As a result, the line to sell TCL mobile phones, online selling Alcatel mobile phone, so that all the traditional enterprise headache channel conflict is completely resolved. Later it turns out, this is one of the most TCL Communication to make strategic decisions. Sailuo Te failure to another experienced Xiao Feng left is: Do not do platform, do channels. Sells its own brand of a traditional enterprise products, its core competence is manufacturing, branding and channel management, rather than directly to the end consumer retail. Prior Sai Luote trying to create an independent sales network platform, in fact, entering a field of TCL Communication does not know failure is not surprising. Spotted this in mind, Xiao Feng is not eager to be launched at the beginning of their B2C mall, but the use of TCL Communication strong sales network, and Jingdong, Amazon, Dangdang, the new eggs and other online retail platform for contacts, through Alcatel products they sell, he will call B2B2C. 'We really do not understand e-commerce large ones, but do B (refer to distributors) our line, B should do so through deep partnerships.' Xiao Feng has repeatedly stressed, TCL Communication do e-commerce aimed at expanding Alcatel sales of mobile phone products, rather than to make an online store. Initially, Alcatel 先向 delivery agents, then by turning the goods Jingdong, Taobao, Green Forest and other online sales channels. After a period of time to try Feng Xiao found online FALSIFYING phenomenon increasingly serious. Air Jordan 13 Retro 'Offline Cuanhuo influence surface is small, but a few shops in several areas, but it will spread to the whole online Cuanhuo network.' To avoid Cuanhuo online, e-commerce centers and even taken to limit shipments of extreme way, rather block supply and lower sales revenue moment, but also control the channels. Feng Xiao expressed. 'On a good online can take control of the goods, manage and control cargo on live prices, and the line is often uncontrollable goods.' At present, TCL Communication Commerce Center has been almost completely cut off this part of the agents of Jingdong, Amazon and other major partners to take direct delivery approach. In cooperation with the Jingdong, TCL Communication using 'real library consignment' model, is about goods wholesale to Jingdong, Jingdong Mall on behalf of the sales, according to a monthly account of the unit and the other settlement. Because Alcatel has a strong brand effect, they also cooperate with Jingdong, in Jingdong station out of the 'Alcatel's flagship store.' October 2010, TCL Communication in Taobao Mall opened a flagship store official, the company will be referred to B2C. This shop is Nike King Alcatel directly to end consumers for the first one of its own retail channels. 'We set up shop in the mall is not intended to replace other channels, it must not require much in sales, its role is to allow us to find the feeling. One can exercise our own electricity supplier team, and secondly, a more direct understanding of the consumer What wants, through this flagship store three to be a specification of the channel. 'Xiao Feng said. Although Feng Xiao Mall store less demanding, but the results have been encouraging. Taobao Mall 'double eleven big promotion' That, Alcatel-day official flagship store sold more than 3,500 units, sales of more than 1.32 million, sales in the first month of trial operation on more than 3 million, an increase of fast staggering. Poly cost activities on December 26, the day in one breath they sold 14,156 mobile phones. With the rise in sales, TCL Communication Commerce Center team personnel are also expanding rapidly, from the beginning of Air Jordan 7 Retro 2010 growth of 12 to 72 people in March 2011 of. Even so, Xiao Feng is still showing a lack of professionals in the electricity supplier that he is now a very troublesome problem. In the first half of this year, Alcatel will also set up an independent B2C website. The site located in the Products, the member maintains the official news release. By then, Alcatel will complete the layout of its network channels, the formation of a large network of distributors, Taobao Mall outlets, independent three-dimensional distribution network outlets. To build the line into the line store experience, so that the next line experience and buy online integration, is an important task this year to Alcatel Feng Xiao laid down. He believes that for mobile phones, the online channel can not completely replace the line channels. Mobile Unlike clothes and books, consumers did not personally play before, he is unable to obtain personal experience. 'We found that after the introduction of a new product often tepid start, have to wait until after the first purchase of a group of users to try two or three months, sales will grow rapidly. And to shorten the warm-up period, it is necessary to make some people feel that our products and services. So, even if free, it must first send down part of the machine. 'Xiao Feng told the' world network operators ', 2011, TCL Communication will open at 20 Alcatel-line experience in the country stores, and plans to recruit 100,000 members, so that more people actually touch physical products. These experiences also store purchasing point, can provide online purchasing services to consumers who have not yet had the online shopping experience. Thus, the non-online shopping population will be radiated to Alcatel. In addition, the strategic cooperation Alcatel official trial operation and a B2C Taobao Mall is the most important development in 2011. Feng Xiao hope, TCL Communication Commerce Center can be customized by means of a new IT system, upgrade supply chain, improve the financial system, and Nike Air Yeezy to enhance the ability to respond quickly to consumers, then plastic Alcatel's brand image. Annex: TCL experience a traditional power companies do business, the owner must pay attention, try holding the psychological is certainly done well. 2, do not do a can surpass Jingdong, Dangdang platform, but to them as one of your sales channels. 3, the same brand of products, want to do with the price of money online and offline hereinafter extremely difficult, if possible, stay out of it. 4, to prevent arbitrary price online, the best way is to manage and supply. 5, Just do it, do not be afraid of failure, the road is way out. (Text / Wu Da)