Seventieth Wolves sprinted toward the ultimate goal of "O2O" from the operations of the corps to the establishment of a "commodity trading platform" for offline distributors. Moved its operations headquarters from Quanzhou, Fujian, well-known for its apparel industry, to Xiamen, where the Internet is well-established, Septwolves do more than just the geographical changes in the company's location, but also the shift in the thinking of business development - as a traditional garment company, embark on a warm embrace E-commerce. Seven wolves, with over 3,000 offline physical stores, have seen their e-commerce business grow by more than 300% since 2011. According to Zhou Siu-hsiung, chairman of Fujian Septwolves Industrial Co., Ltd., online retailing revenue will reach 10% in 2011. According to the company's estimated revenue of 2.1 billion yuan in 2010 projections, e-commerce business in 2011 will exceed 200 million yuan. Rapid development indeed allow the giant of this traditional clothing industry to let go, the new Fujian Septwolves Industrial Co., Ltd. e-commerce director Zhong Tao arrival, speed up the seven wolves e-commerce strategic plan. From a fear of channel conflict test runners to the ultimate goal of the traditional e-commerce future "O2O linkage", Septwolves e-commerce is steadily progressing step by step. Corps of Marketing "We have been thinking, to what stage, distributors can really become the protagonist of the entire e-commerce, so that the brand retailers restore the essence?" Zhong Tao said. In his view, those who know the traditional marketing, once a profound understanding of the Internet, master the techniques of Internet marketing than those who have the first mover advantage on the Internet but do not understand marketing more people. This is also the focus of the Septwolves focus now - the establishment of "network of distributors of the portal," that is, a traditional brand of network distributors management platform. With the same type of shoes and apparel, Zhong Tao frankly had Li Ning, the forerunner of the electricity supplier conducted a detailed study and comparison. Early Li Ning's "Security" strategy has been followed by many follow-up. "But I found Li Ning's distribution strategy more like a 'warlord system.'" Zhong Tao said. The term "warlord system" means that the situation of an online dealer is like that of a warlord. "You acknowledge his social status and help you to lay down the country. As long as he changes a banner, recognizes the government, unifies his clothes and abides by the guns and ammunition Uniform distribution, increase or decrease the site to be submitted to the Central Plains can.But in the process, there is no uniform standard for the members, customers and brand communication.Customers will be very confused, between the 'warlord' and 'warlord' But also because of the interests of the dispute have a variety of conflicts. "How to avoid this problem? Septwolves think it should be implemented "corps system." However, there are many differences - "warlords" have become "corps" and they are an orderly and controllable distribution system. Septwolves approach, first of all, a unified classification of all distributors - who are good at doing new store promotion, who are good at making explosions, who are good at Wei Wei processing, who are good at doing data marketing analysis. These distributors according to the e-commerce 7 large base points after the spin-off, each looking for the right store, focusing on construction, complement each other. The same is the sale, but their focus is different. Marketing methods vary, but each has formed a focus, greatly avoiding the homogeneity. In the meantime, the Septwolves will also be complemented by products - that is, the same products are separated by marketing and the same marketing is separated by products. "For example, there are 50 models sold more than 800 T-shirts, it is necessary to distribute the models to various distributors." Zhong Tao said that different shops 20% to 30% of the products are divided. From 2011 onwards, the entire e-commerce platform more diversified, marketing is not just a Taobao. Taobao's marketing is more like "alleyway warfare" - it does not have much offensive and defensive space. Competitors, new and existing customers are crowded together "shopping", there is no depth, too intensive, where the extension of the brand and the proliferation of very difficult. In fact, the diversification of today's B2C platforms has resulted in a diversified marketing approach. Different customer groups are located in different platforms, resulting in marketing must adapt to different platforms. "As long as we subdivide the B2C market to find a distributor that is in line with the customer's ecosystem, it's a complete corps," said Zhong Tao. O2O perspective For the next two years, the Septwolves are planned this way. In the traditional offline retail area, in recent years, seven wolves shops have sunk from first-tier cities to second- and third-tier cities, and the big group strategy has also been transformed. As of the end of 2010, seven wolves terminal sales outlets reached 3525. The number of stores, in 2011 the growth will reach 10% to 15%. In the face of a huge offline system, how to form a line up and down? Right now, seven wolves are working to create a get online and offline, for the majority of offline distributors "commodity trading platform." The implementation of these futures management of offline terminals, each entity will appear certain sales errors, replenishment or Yahuo phenomenon is not uncommon. Through this platform, offline agents can release extra goods in it. "There will be two situations here. One is that he wants his product to be opened and sold online. The other is that if he does not have an online store, he will hope that other channels can help him sell." Zhong Tao hopes the platform will be gradually completed A referee and scheduling function. When the offline dealer's inventory information is posted to the Internet, it will help the offline distributors to get through the commodity trading platform and gradually make the offline distributors become the main source of application. The past, only relying on direct sales stores will gradually withdraw from the ecology, online and offline collaboration. And in this process, through the control of the background system, you can also regulate the price system. "For example, an offline distributor would like to sell 80% off new products, which is not allowed, so the platform will not show him," he explained. In addition, the Septwolves will also establish a "CRM brand ecological system" in the near future - mainly to complete the online and offline membership database. By opening up the membership system, coordinate the headquarters of the integral mechanism for offline credits to subsidize. In this aspect, it is more important to complete the development of social media. Zhong Tao explained that the community of e-commerce is the future trend, and now all the ways of socialization may become a new model for the future, "buy clothes, time-lapse micro-Bo, may users will give you advice which The pieces look better. "And, the feedback from the product fits into the larger community and makes the various reviews more realistic. All of these efforts and planning are aimed at achieving the ultimate goal of seven wolves - to achieve "O2O" online and offline linkage, which is the ultimate goal of traditional businesses do e-commerce. Physical stores and online stores complement each other, with the network to extend the richness of the store. As the points are interoperable, to protect the offline convenience and rights online, to improve the user experience. Online membership privileges can also be achieved online, so that customers, whether offline, can enjoy the same service at the same time. However, although Septwolves e-commerce strategic steps have been established, but in the process of realization, each enterprise can not be like Jingdong, build their own logistics or other systems. The end result is that more real experiments and cooperation are needed.
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