Who will be more e-commerce good time to switch?
Perhaps we gradually realize that the Internet and traditional gucci wallets industries are not life and death of deep-seated antagonists, but can perfect pair of “Beauty World.” Showing a gradual integration of the retail channel features, online and offline integration of mutual penetration and gradual increase.
Ten years ago, when e-commerce just appears, traditional companies gucci bags “crying wolf is coming”; years after the blowout showed the development of e-commerce trend, the traditional business only Tigers finally realized, “Wolf” is not terrible, tigers hand in a situation whereby the jungle, “sheep” and “rabbits group” more dynamic.
May 28, 2010, e-commerce industry summit in Shanghai, Jiading District, Shanghai Creative Industry Park 3131 held the summit electric companies get together and suddenly the Boloni, McCaw forest, camping and other traditional sources of business days, figure, people suddenly feeling found that these traditional companies have quietly completed a traditional trade and e-commerce first contact, they rely on innovation, and let the technology to take off, which will be more e-commerce good time to switch.
McCall Lin: the king of multi-channel
IResearch Consulting launch of the “2009-2010 China’s Internet shopping industry report” shows that China’s online shopping market, 2009 is still going on nearly two years of rapid growth throughout the year online shopping market size of nearly 250 billion transactions, up 93.7%. Online shopping period of economic crisis, the network economy of occupations with minimum negative impact suffered, but the best hot growth industries. Reveals China’s Internet entertainment to consumers from the commercial transformation of the trend.
Sensitive is the business nature. In 2009, domestic e-commerce sites at once appeared 4000, early 2010, B2C Web site is in transition off a busy M & A style. First, the acquisition Jingdong Mall Chihiro network, then there are young writers who signed off and the newly popular idol Han Wang Luo Dan endorsements were male, women; to sell mainly ladies Macaulay forest are pitching in to start a big way to the men’s realm, the current The product line has covered women’s, household items, beauty care, children’s clothing mother, underwear, shoes, bags, accessories and other seven categories, its “fashion department store platform” strategy of increasing clarity.
Interestingly, the intention to do “online fashion fendi department store” of McCaw forest, but under the strong opening in the net from a physical store. Lin currently McCaw has reached more than 400 stores, the basic layout of the whole country cities. This from the mail order and e-business development to open the store, the first line after line, line line phasor combination of unique business model, lead to explosive growth forest McCall became the first large-scale and profitable B2C websites. To December 2009, only McCaw Lin e-commerce channels on a single day to achieve sales of the 400 million amazing performance, sit tight in the women’s top spot in the vertical category B2C website.
Perhaps we gradually realize that the Internet and traditional industries are not life and death of deep-seated antagonists, but can perfect pair of “Beauty World.” Showing a gradual integration of the retail channel features, online and offline integration of mutual penetration and gradual increase. Currently Taobao has opened line stores, and traditional enterprises such as the Internet has also been involved in the river carp. From GOME, Suning Appliance to Wal-Mart, Carrefour supermarket to name a few.
In McCall Pu Lin, general manager of e-commerce business Esprit view, e-commerce increase the store’s multi-channel mode, and will not bring the conflict in line with the line, but rather complement each other together. “McCaw Lin e-commerce channels and the store channel, sales of the same basic product, and priced the same, it formed the scale effect, reduce the production cost. Retail sales, Bu Tong’s channel for users to offer more choice, We are making various channels to attract new users, such users have transformed each other. “” McCaw forest products is fast fashion ladies, follow the internationally renowned brand H & M, ZARA and other products closely follow the latest international trends, while the price Only a fraction of similar products, making McCaw forest products in terms of first-line or third tier cities are very popular. in particular the second and third tier cities, mostly casual wear and sports clothing, lack of true value of brand fashion Women, McCall entered the forest it is found that the blue ocean. ”
Clearly, different channels, not the same games are played. Pu Si Jiete other differences between the proposed channel problems, “Gome, Suning stores in the physical aspects of invincible, but they still did not check in online the rapid development of the East of Beijing, the key is do they still use the traditional way of doing business online marketing . This is a lot of big brothers in the electronic commerce industry an important reason for the above sink like a stone. such as in product positioning, McCaw Lin e-commerce channels can carry more product lines, while in the store, we sell only our own-brand clothing. ”
Pu Esprit also revealed that e-commerce channels on McCaw forest products pricing, they will try to do more. “C2C platform, users trained, and very price sensitive, but with the breakdown of online shopping users, the pursuit of service and product quality user base and grew more in pursuit of these users cost-effective, when McCaw brand Lin value has been demonstrated. ”
Industry analysts is that McCaw has been shaping the development of forest multi-channel, 2010 McCaw forest or usher in the process from quantitative change to qualitative change, may become a significant retail business.
Boloni: If You Are installed
The guerrillas from the road to the small home decoration companies to integrate and then to the overall home improvement, Boloni engaged in is among the most traditional, it seems that the most difficult of electronic home improvement industry. When many people think hard how to become a line on a standard home improvement products, Boloni is inventive to the network as the best channel for customer acquisition. Plainly, Boloni not sell home improvement online, but the Internet is “object.”
Boloni group vice president, general manager of the national market Linzhou Yong pointed out that they found that many companies do Baidu or Google keywords to promote time and often pop up in their own official website, does not help users find information directly. “How do birds flying in the sky leaving trails of the wings?” Lin Zhouyong asked men directly to the user in the link into related topics, so that the “Goose had Trichotillomania”, quickly grasped the user’s eye. “You will find that we never price war, the price to attract customers through the act does not require intelligence, we need to do is to seize the customers through online marketing.”
Lin Zhouyong aware of the Chinese people live in the building though, room, villa, but still do not know how to be taste, be self-cultivation. “Chinese people’s confusion of home life, in the final analysis is information asymmetry. So leave us the task of home industry is simple: the summary shows, guide.”
Their efforts to extract a variety of people’s way of life, and out of the show. “Consumers will not themselves refined, everyone was busy making money then, several people stop and think kung fu? Us to do this work. We would also like to busy people to make money a central appreciation of space, let them enjoy We study and analyze the results of decoration, to find their own way of life, this is the experience the museum. ”
Recently, Boloni according to the different way of life, divided into 16 residence hall experience. One of the “female advocates to prevail,” is the kind of ride maps workplace during the day strong, double-sided night fragile girlfriend, like “Sex and the City” where Miranda. “Chinese society has been fully commercialized, women want to be successful, we must inject more strength in the character male genetic reason, and to a more sensitive nerve, to meet the many challenges of the opposite sex. But the feeling of sentimental intellectuals do small woman, but also is that they can not cut disposable soft heart. vigorous and resolute during the day and night soft silence, Advantages and Disadvantages, they are real. To make a strong woman and women’s souls in a room, house room, we resolutely put an end to the cold tone material of glass, stainless steel use, but with gorgeous rounded lines, a large number of accessories, Zhu Zhu, sequins, wool everywhere. have the appropriate life experience of women, you can enter this room neutrons in a fixed mind suddenly: feel very familiar feel comfortable. rather than holding their cards ask salary sales, I want a monthly income of 15,000 yuan for women in the room. ”
16 houses obviously can not generalize all levels of complex contemporary way of life, but it creates a better way of life means understanding and guide people to find true inner necessity. If you do not want to spend a porter to experience the museum, click of a mouse can easily experience. In Boloni’s official website, you can easily find many from the line extends to the line activities.
“If You Are installed” fitting experience would be, 16 houses, chief experience, 68,000 home improvement, 1 per spike … … network popular play, Boloni one did not fall. Lin Zhouyong more clearly, we are changing the user through the network of consumer habits. “Many people mistakenly believe to be seeing is believing decoration, to the store saw the worry. In fact, you can see in the stores, but some surface information. For home decoration, the most important hidden information, such as service, quality, etc. , are often invisible. Daoshi online more objective information in this regard. So now the user’s home improvement process has become the first online, then offline. ”
Features for network users, Boloni also launched some promotional activities with the nature of the game. During the Olympics, they launched the “panic sofa” activities, all the first president of CAI Ming-blog on the message in the user (network terminology grab the sofa), it can in reality a real sofa to grab a result, Internet users attracted wide north are “grab the sofa.” “Now Boloni has reached annual sales of 2-3 billion e-commerce.” Linzhou Yong on creative online marketing increasingly fascinated.
On the development of electronic commerce, there have been many myths. For example, what must be cheaper online, online only sell standard products, not selling experience. But McCaw forest and Boloni proven through their own price war can only be a dead end, brand marketing is not always avoided the topic. Quality, service is sometimes more important than price. Whether the store or storefronts, all the user needs to know what can not be separated. Traditional companies want a share in the field of electronic commerce, must be based on the characteristics of their business, find new ways online.