Dialogue And New Power Of E-Business: Practice And Exploration Of Network Marketing

October 20, 2011, one of the parallel meetings of China clothing convention.

Dialogue guests

Wang Jun: general manager of Beijing Sheng Shijia International Cultural Development Co., Ltd.

Li Shujun: general manager of GXG e-commerce company

Lv Qiang: Vice President of walking show network

Cui Xiaoqi: V+ mall COO

Wang Jun: let's start with a brief introduction to our company or business.

Li Shujun: I am from the fashion menswear brand GXG electronic commerce company Li Shujun, under our line has more than 800 stores, on-line is Taobao pure men's clothing second ranks merchant.

This year, the target of Taobao in the field of electricity supplier is 100 million to 120 million.

Lv Qiang: I am from the Xiu Xiu net, is mainly does the middle and high end fashion brand, this year's sales target nearly 1 billion.

Cui Xiaoqi: I am from the V+ mall website of van guest.

V+ mall just launched in May last year, mainly to do other clothing brand besides fan, now there are about 1000 brands.

Wang Jun: GXG is developing rapidly online. As a brand, the development of online shopping mall is also good. I believe this figure is not what you expect or what you think it is.

In the face of Taobao's sales now, what aspects do you think is better and which is harder to do?

Li Shujun: from August 6th last year, we officially entered Taobao mall. The single day performance is over ten million, and the road is relatively smooth. The reason why GXG is developing online is the first batch of our group to enter the business environment.

We also need to find a team that understands traditional marketing and online marketing.

The most difficult part of traditional brand marketing is the number one project. The scale of performance under the line must occupy a very large scale. This year's work is relatively good, accounting for 8.5% of the total retail sales, which is an international leading level. Our boss attaches great importance to it, but compared with traditional 90%, I am still very small. When the chairman decides that the road of electricity supplier must go, it is a difficult point to pay for the future.

Wang Jun: Mr. Lu is a walking net. Do you think there are some brands entering the clothing industry?

Lv Qiang: actually, I think many people often do the Internet first, and many people are motivated by the rejection of inventory.

I digest the stock a little bit, and many stocks are sold out at low prices through the Internet. I think that the Internet can help everyone to cash in. This creates a bad impression on the boss, and turns the product into something that the Internet should do. But in fact, why do we say so? It is true that all products on the Internet are faced with all consumers. When your merchandise comes out, it should not show that the phenomenon is just over the season.

Internet marketing should be a general rule. It is very clear to everyone that I do search, alliance, optimization, mail promotion and so on, which are very common. The other includes all enterprises to do Taobao.

What you really do is branding or sales, many things are different.

You have to go through the Internet. You need to locate your products and brands and establish relationships with the corresponding people. It is important to establish relationships. You should have the choice to do something, not everything that everyone will do.

You must grasp the people who want to seize it. If the specific marketing means, I believe this kind of thing is customary, but just like the popularity of Gloria, it still requires consumers to aggregate.

If you want to attract gold every day, it will be fine, but what will it bring?

Some brands are niche brands, but they pform your image worse.

A lot of things should be specific, or specific cases.

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Wang Jun: the last few words of Mr. Lu pay more attention to the brand professional attributes. Considering the different brands should pay attention to speed and slow, choose strategy, brand direction and the intention of starting, how to maintain the consistency of the brand, it seems that the network is an interesting sales platform.

I am familiar with everyone. I am not familiar with Mr. Cui. When did you start working in this field?

Cui Xiaoqi: I joined everyone in August in 08, and began to do V+ when I was preparing for V+ in 10 years.

Wang Jun: I think so. Although you are very young in this field, you are also very experienced.

I would like to introduce you to you. As of today, you must study the practice of many shopping malls. Why do you admire him so far, especially the clothing brand? Where did he do well?

How did we mobilize our attention to the Internet in the past few years? How do we do it now? Though we have stepped in, but we are not practical enough, can we share a case like this?

Cui Xiaoqi: when he spoke, he mentioned two brands, one brand and one traditional brand.

For me, these two brands are all very good in V+. As a traditional brand, we must be the first in command. If e-commerce is a good thing, we will find two people to set up an e-commerce department. All those who do well in our company must have independent operators and independent operators from top to bottom, attracting talents continuously.

Bo Yang home textile last year in Taobao double eleven Festival, really beyond everyone's expectations, we all think that the clothing brand is prominent, the southern customers are familiar, but the north is not very familiar, but last year, the double eleven marketing process is doing very well.

The chairman of the group has been to the operation team of the e-commerce company, including the leading people who have been in the ten years of Bo Yang home textile. When there is a conflict, more resources may be tilted to the line.

Electronic commerce is not a light company now. It is a heavy company. From online marketing, warehousing, distribution, we must assemble your best resources to do it.

A large company has two or three departments to do this, and it will fail in the end. This is what we feel deeply in the process of making these brands.

Amoy brand survival foundation is the Internet, so we must pour all our energy into it. As a V+ mall, we hope to attract Li and their team to operate the brand. Before that, there are many traditional brands in V+ mall, including Giordano, which is also a fashion brand for young people.

Wang Jun: our Mr. Lu and Mr. Cui have a long working experience. Just now, they talked about the idea of minority brands. The companies under the line have distinct styles and have their own brand attitude. They hope this kind of thing will not destroy this thing in the Internet marketing.

But sometimes there are some differences in thinking between lines and their ideas. When they are making more or less policies to consider the way of online existence, they do not consider these things at all? How can they be solved?

People buy the better, but now many enterprises are still like this, but the real market has begun to break up, just like we just started to see the possibility of doing a comprehensive or comprehensive business, like the success of Amazon and Taobao, but in the past two years, seeing the vertical website up, the show has been rated as the first Chinese fashion e-commerce in 09 years. What do you think of your own market? If it's a high-end fashion crowd, they are relatively purchasing power and a large number of people, because now the whole base of China has expanded. If Internet users become the third largest country, but don't want to seize every user and consumer in this area, some consumers who actually conform to your brand have already turned into Internet users. How do you catch him? Lv Qiang: in fact, we are looking at the whole market structure. The whole market structure in China has changed a lot.

He may not want to see people pushing 49 or 99 of this price. They have lost interest after watching them. For us, we see a lot of things different from others.

If you look at the show, the average price per passenger is 600 or more. It may be more than 100 to take other comprehensive websites. There are great differences here.

You need to see which brand your brand can choose for you.

Now the market is changing gradually. If you look at a certain amount of things or rely on people to pile up, this is not the practice now.

Li Shujun: in my opinion, the way of marketing is very similar, and we just put it on different platforms to do this.

That is to say, online employees and our customer groups are the backbone of the post-80s generation. Their original experience in traditional retail business experience and traditional sales experience is relatively weak, so this group of people has a strong sense of superiority, and some people do well with the Amoy brand and C sellers.

Because the traditional brand is coming along the traditional retail business in 100 years, if we do it online, we must know how to operate the offline brand and how to do the online channel.

Now we are making the brand offline channels, franchised stores, street stores, shopping malls and so on. The Internet has gradually formed such a channel. Originally there was only one Taobao network. Now there are three companies in Taobao network. Taobao also has V+, Xiu Xiu and Jingdong.

But at this stage, when we operate the Internet e-commerce, you can not distinguish clearly from the single store brand online. If a person who has been more clear about the traditional sales, it is relatively easy to gather online.

In this case, I need to teach people who have the traditional marketing concept of network marketing capabilities, which is very simple, the Internet has become a mainstream way.

Wang Jun: it looks like a very simple question. Actually, every day we choose small things.

Then, what is the problem of the scene clothing entrepreneur communicating with the three guests on the stage?

Question: ask Li general, we are just entering the network sale. I think we have a lot of things to learn in this respect. We have no experience. We also have no experience in offline marketing. We push our brand to the Internet. Today I listen to Mr. Li's first hand project. I would like to ask about this project and how do you recruit 80 or 90 people to train them into a hobby or professional employee?

Li Shujun: let me introduce myself first, because I think I am still a very important person, that is, to connect with the leaders and those who need me in the post-80s generation. I used to be a luxury management person, and I worked as a human resource in the local luxury goods company in Ningbo. Later I was Mercedes Benz, who understood people's management and sales principles. My age is also similar to that of the top leaders. If you communicate with me, you will establish trust in me, unless of course my personality is not good.

When I establish some trust with you, the next thing you let me do is to bring team matters to do by me. I am the 70 generation after 80, from the age level is very easy, I belong to the tide of generation, with 80 young people can contact.

Next, first from a small C shop, so far, the core backbone is the original foreign trade only to take them alone. At that time, there was no lofty goal, that is, a C store foreign trade tail goods, from the legal point of view is illegal, but now slowly Taobao is also in pition.

Our teams have learned to operate Taobao stores, and Taobao still has a relatively large market share in the field of e-commerce in China so far, and their mode of operation is relatively simple, and they also accumulate large customer groups.

Therefore, we are doing sales in Taobao shop. In the process of doing it, the GXG team was very good in last year's double eleven training. The unit price is 400 yuan, one month is the packing, and so on, we have four days to sleep in the company.

When making the Internet traditional brand, the Amoy brand can be done with the spirit of pure grass roots. The traditional brand must have grass-roots spirit and petty bourgeoisie spirit. E-commerce is simple, that is, online retail, online retailing is in the infant stage, the wholesale market and the stall retail form are in place. If sales are done with the marketing mode of shopping malls, there will be great obstacles at this stage.

With our petty bourgeoisie sentiment and our grassroots spirit to do our e-commerce, this is our team's philosophy.

How do GXG fashion brands understand the stock of fashion brands? I think they are once classics, especially fashion brands, and fashion brands are a kind of information. For example, Paris fashion week has brought China a year of influence. Chinese fashion and Paris fashion must have a gap. Our first tier city crowd fashion and the second tier and three line are different runway gaps.

We must first spread out from the first tier cities. If we sell products from last year or the previous year, those products are the classic products in our development process. When we sell them to Internet users, they are not those who are inferior to the first line crowd. They are slow to accept fashion information. We sell stocks because they do not need the high cost of stores, and can be operated through the Internet at low cost, so that we can sell our gross profit points to our customers. Therefore, we can see that the sale of brands is a discounted sale on the Internet, because our cost is reduced, and because we sell them to consumers of two or three tier cities, the fashion stocks must be close to their psychological price, and our cost is also reduced.

Brands need not worry. Online discounts will affect brands.

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There are also traditional channels, I also have an idea, the inventory is certainly your mainstream product, so the conflict between the channels should not worry too much, because Internet users are about 400 million, 180 million of them are shopping at once or two times, but they still have many offline consumer bodies inside. If you buy clothes online, it is not your brand, you may buy JACK&JONES, and I compete for the market is parallel brand market and future market. So let's go out of the traditional brand, and let yourself go out first. The chairman mentioned the problem, you do not have a lower brand, which means you have a very strong supply chain manufacturer and can match the brand name.

Question: we all produce famous brands in China, but without our own brand, it is our sorrow.

Li Shujun: This is also your market. The strong supply chain is a necessary factor for electronic commerce. You sit in the first row and take serious pictures and records. I think your determination must be big enough.

As for marketing, I think online and offline are the same. It's very important to know when to do something and grasp the rhythm.

Host Wang Jun: it's very good.

The boss doesn't need to worry. If you combine well, your dream will come true.

Question: my own parent company registered in Hongkong, the parent company has a large volume of shipments and the price can not be sold, so in the Taobao mall, another high-end brand is registered. Finally, because the sales volume is very bad, it is brushed down by Taobao. I would like to ask Li how to balance the online and offline pricing strategy? Is E-commerce completely differentiated from the physical store after that?

Li Shujun: our company officially launched children's clothing this year.

Indeed, children's clothing is not a special understanding, because men's clothing is priced in line with the market, so it's easier to worry about, your problem is currently considering the stage.

I will tell you the result of the consideration. We also want to synchronize on the offline line. The main line is self shop, and online synchronization shop is the main.

The future retail format must be online and offline, and start to do electricity supplier. We should focus on solving the problem of profit allocation and docking. Once the interest volume problem is solved, it is important to allocate the system docking problem. For example, there may be several sub warehouses in the country, so it is very difficult to merge and docking on the front line and the next line, so we will solve two important points, interests distribution and system problems in the future.

The price problem has just been mentioned. Now we see that the price is relatively low on the Internet market. But personally, the price on the Internet has gradually changed into a taste and a word of mouth. The Internet Group has actually chosen to buy something that he likes quickly, and the price is slightly higher than the market price.

It is really expensive to buy on the line. It is really expensive for me to make a new price standard for children's clothing. It's cheaper than online. It's cheaper than offline. If we can solve two problems, all agents will be opened. If there is no solution, we will go down for a long time in our own business. If the market does not accept us, we will split up two brands. Now we are going to do it synchronously.

Wang Jun: Li general feels that I have a clear plan today, and I am also very professional. Doing network marketing is not enough to study, because it is very important to have such a talented person, and applause again to thank the three guests on the stage.

Finally, everyone will talk about the relationship between the Internet and the brand today, or what will happen in the future.

Lv Qiang: Taobao has been looking for us before I came here. This year's singles festival may take part in it. The two sides will confirm it again.

The differentiation of e-commerce may be different from the brand. Maybe there are some differences in styles, including the difference between the show and the V+. It's not just that I am a middle end, but a high-end product.

Many of our brands are made directly by designer brands. In this way, many audiences will find different things, and even some things are unique. What I'm talking about is the idea of how to make and distinguish all kinds of clothing enterprises.

How do you differentiate your own things and how to find the market of your target people? This may be how I do better for the clothing enterprises, otherwise you will find that after finishing, if there is no clear idea, there will be a lot of contradictions at the end.

Cui Xiaoqi: cooperation with V+ has also made an agent for foreign countries. Now it has been very successful to turn into a domestic brand.

When they make their own brands, they do not consider doing shop on the ground. They are directly doing the online business. From top to bottom, they must be very independent teams, and companies give independent resources.

Now the online business is not ready to enter the online sales brand. The Internet, including the mobile Internet, must be the trend in the future. It must be the trend. We must seize the present opportunity. Before we make any special preparations for ourselves, we will expand our sales with Taobao, like V+ and the show network channel. We are also working with you to train your team and study the process of network marketing. After that, we will consider opening your own official website and driving new opportunities. I believe the Internet, including mobile Internet, will surely surprise you.

The 19 day is the birthday of fan 4th anniversary, creating a history of Internet brand sales on a single day, and the sales amount is close to one hundred million.

Li Shujun: you must be in love with your stock. He is the accumulation of achievements. It can bring you a lot of customer groups. In addition, we fall in love with the customers. We must pay attention to the channel of e-commerce. This channel will be a big market in the future. And this market can not be more urgent. This year, unlike last year, I can rush to the single day performance thirty million. I will definitely serve the Internet well. Because this group relies on the Internet for nearly 50 or 60 years old. I just want to learn from my parents now.

Wang Jun: this unit gives us a real sense of what the Internet is doing next to us. I believe you have gained a lot of inspiration from different needs.