Business new power thirteenth guests: discount President Li Yan lead: in such a way that the capital is hot ,entrepreneurs can not be excited mood impetuous era ,who would eventually become the next electronic commerce industry come out ?Sina science and Technology launched the electronic commerce new power ,will focus on the diversification of the development of electronic commerce environment ,the new business opportunities ,new business models and the entrepreneurial journey, please pay attention to .
Video :President Li Yan calls discount of media source :sina science and technology on this column to sina science and technology @ Cui West ( micro-blog ) for open ,welcome entrepreneurs to contact us ,and welcome to give valuable advice and suggestions .
A wonderful view :traditional retailing is a push type business ,is the subjective judgement of what consumers need ,then what .Real electronic commerce brings revolution is very clear ,can judge each consumer demand characteristics and management team ,according to consumer demand ,customized to meet the demand of the consumers have choice .
China retail industry to traditional retail industry to the modern retail industry transformation, from push to pull mode conversion ,the system will have to adapt and change process .
- discount does electronic business affairs is the essence for the purpose of profit to the operating system ,the number of sales performance ,have much profit ,corresponding to what kind of marketing ,it is in a range .
For the Internet money to burn ,different company background have different mode of operation, can not say who or who is not good, the company according to its own characteristics of the market, choose the most appropriate way to match their own .
- s key differences in management, network channel is a passive channels ,brand business control is not so clear ,relatively speaking with our traditional channel contrast is different .
In fact we do discount with market trends stick close ,in fact brand business also doing quick commodity turnover ,wholesale suppliers,Jiben the last new products into the market the last month 20 days can be in the store to see ,this network channel response is also not so fast .
- China still in a returnees driving the emerging market environment ,they feel the huge market potential ,with the technology also brings capital to promote the market ,it is very good .
But the real master of North America market is a traditional operating system .Whether it is e-commerce sales channels or solid sales channels ,is essentially a commodity business ability is most important .
Including electronic commerce company turned to really want to succeed ,or into a for-profit company ,this work will fill .The following is the interview record :Zhongguancun climate in calls to host Cui West :each Sina netizen everybody is good ,welcome to sina science and technology business new power chat show ,very happy today to traditional business talk of their merchandise planning and layout ,we have discount Mr.
Li Yan .Li Yan :the netizen everyone .Moderator: Beijing consumers to discount more understanding, a lot of people have been online from discount shop do shopping ,please introduce discount in e-commerce deployment? Li Yan :discount do business has been three years, the first driving force because we are in the heart of Zhongguancun opened a hypostatic store,china wholesale online shopping, traditional entity stores operating in print media, television media promotion as the core .
After coming to Zhongguancun is not the same, because the company office buildings surrounding a large number of information company ,IT company ,with many early promotion of online marketing means ,the effect is very good ,with online interactive on line to do activities ,soon produce obvious effect .
Because this interaction slowly also for Internet companies to generate understanding ,also to consumers on the network consumption demand to generate understanding .The final consideration is based on the consumption of the order changes ,because in Taobao continues to drive, in recent years the electronic commerce sales continued to grow ,growth after the initial virtually everyone on the network shopping ,is in fact a kind of Amoy Amoy brand goods so a concept ,is a popular form of consumption .
But slowly we as traditional retailers ,from them to feel a kind of trend ,from niche to consumption of mass consumption in transformation .Consumer choice in slowly purchase channel changes ,more consumers depend on the network so that a channel ,to meet the needs of his life .
We as a retailer business channels ,intuitively should proceed without hesitation to meet consumer shopping channel changes after the formation of the new fashion .In particular we because the entity store retail merchandise discounts at the core of the shop ,has a good brand of excellent price low price to meet the needs of the consumers .
Just the price advantage is also the network management essential elements ,so that after a decision making we do our online sales ,online and offline business through the formation of integrated marketing model .
The overall business income accounted for less than 10% hosts :please introduce now the electronic commerce the employee number ,including the investment of many ,wholesale electronics suppliersOur business requirements is not high,including possible income can account for our overall income ?Li Yan :actually for the top grade ,we do electronic business affairs should be full of concepts ,we basically independent electronic business team and marketing team ,network operations team logistics team ,this is the independent organizational system .
In fact our traditional system ,complete with the existing e-commerce system become ,with an inclusive, the selection of goods ,commodity actively push commodity negotiations ,are based on the traditional channels of the supply system is established .
On the network, but the network page technology operation is relatively independent .Moderator: online users or through online shopping .Li Yan :on the .Host: how many calls to concentrate warehouse ,built large warehouse ,we will build the warehouse stores ?Li Yan :this may be our top head a few years development advantages ,top grade in recent years hypostatic storefront to warehouse development as the core ,shop decoration simple ,product change quickly ,can continuously according to the season change brand demand changes continuously with the turnover of goods to meet consumer demand .
We just rely on such an advantage ,through the information technology construction ,our team has developed PDA applied in the field of sales terminals, to each guide buy personnel equipped with such a machine ,he also uses this machine to crawl sales data ,on line service to consumers and online consumer services at the same time the provision of goods .
Moderator: can you give an example ,I is the consumer online I ordered a pair of shoes ,shoe stores from which ,or by whom the distribution ,how the final to the hands of consumers ?Li Yan :the distribution of goods is actually such ,with our entity store is the same, one of the orders directly to stores ,will be assigned to .
Moderator: according to the address assigned to the first store .Li Yan: the first shop ,director staff through the Pad can receive the order information ,directly to the packing of the goods ,and then have the logistics staff ,within a certain period of time the logistics staff uniform has a receipt, and then enter the distribution program .
Moderator: can understand for every entity shop will have separate departments or the team doing electronic commerce coordinate things ?Li Yan: yes .Moderator: we do business the personnel have a number? Li Yan :direct with business related personnel should be about 200 people .
Moderator: revenue can account for the overall income ?Li Yan :no 10% .Host: you just said we had that advantage ,now everyone on the entire Internet shopping buy cheap discount ,itself specializing in cheap and selling on the Internet, why not bring great sales, such as sales accounted for 50% of this ?Li Yan :sales performance with our ideas about, electronic commerce in recent years from the market state make a spurt of progress .
We are groping them a little bit of progress ,online and offline with need time to adjust, process management system ,including the background of technology established .For traditional enterprises, the most difficult is our team with electronic business team ,technology team how to fusion ,running, and then the line under the commodity advantage ,how to pass the technology through the network in the consumer before the show .
In this process, we made a number of exploration, discusses many methods, but also had to overcome a lot of difficulties .I think we are in the process, is actually at a reasonable pace develops ,need not he must occupy much of such a state .
The actual now after all we as traditional business entities of this channel ,our main source of business is also derived from the entity shop ,for example in Wangfujing opened a shop, or the core area of Zhongguancun is a shop ,can not be completely turned it into a distribution center .
Calls to a good management to bring about changes in host: Electronic Commerce in our whole layout ,for what role ?Li Yan: in fact the electronic commerce to our superior sustained long-term development it is of strategic significance .
China e-commerce should actually are based on IT in the field of electronic commerce technology in the context of the people involved in business ,rarely have the traditional format of the brands involved in electronic commerce .
Compere: is slowly intervention .Li Yan :slowly intervention .In fact we go in before this is a .I believe in this process ,all traditional industry into the electronic commerce will have a process of exploration exploration process .
Electronic commerce for the top grade ,it is to our business management brings about a series of changes .Moderator: for example, what changes? Li Yan: actually the traditional retail trade, it is a push type operating format .
Let to our store to shopping ,is actually my first ready for a particular commodity placed there ,and then you on a specific commodity category choose you like commodities, it is pushing type .
The consumer is concerned it is passive, is the subjective judgement of what consumers need ,then I will provide what .But the real electronic commerce brings revolution ,electronic commerce through the network through the Internet, we can clearly judge each consumer demand characteristics ,then each consumer browsing feature ,then his last order price ,style ,matching ,color matching is very clear .
In fact it brings about a management revolution ,traditional retail industry it is a commodity production out to the market .Now the electronic commerce brings a revolution is my full understanding of consumer demand ,and then my management team according to consumer demand ,customized to meet the demand of the consumers have choice .
One is to push a is pulled ,so a change .Moderator: for example the two changes to the selection of goods or supply mode is different ,we are in the same stores as a supply warehouse will have contradiction? Li Yan :it must be a contradiction ,change should be in the gradual process of change .
China retail industry to traditional retail industry to the modern retail industry transformation, from push to pull mode conversion ,the system will have to adapt and change process ,top grade because of e-commerce leading our entire system in gradually to this transformation in the do .
Moderator: I understand that top grade stores goods turnover rate is very fast ,the webpage will also face such a demand ,how to put cords under goods matching on the net ?Our goods are synchronous line up or have the option of selecting specific commodity ?Li Yan :now there is a choice ,our entity shop goods style brand quantity is very rich ,our web team hasn all to sell all the goods onto the network, or have a choice .
Host: how to choose, according to which criteria decision on which goods ?Li Yan: actually, there are two ways ,we continue to try .A network has some consumers ,he likes some brand understanding some of the brand ,we have also done a market survey, usually electronic commerce network consumer groups and entities in brand awareness ,consumer groups ,the value orientation is different .
A pull type ,through the full understanding of consumer needs, we choose the right brand of suitable products suitable price push consumers .Through our awareness of the brand product knowledge ,seasonal changes in the understanding ,actively push for consumer ,two are in use .
Moderator: I observed like Taobao Mall or big brand ,sold a lot of old money also is Weihuo ,discount is low price ,thus pulling the shopping needs .This is it right? Pull the impact of electronic business ,electronic commerce leads you think I want to do .
Li Yan :the traditional retailers feel this pressure ,actually this market impact is not clear .Top grade do business to profit for the purpose of Moderator : you just mentioned ,now many enterprises electronic commerce ,better at the Internet ,they are now in need of learning channels ,supply ,your side channels and product capability is very strong ,you look at the electronic commerce electronic commerce with them, is it right? There is a big ideological differences ?Li Yan: it should be .
Our top grade do electronic business affairs in nature to profit for the purpose of the operating system ,many of our sales ,china wholesale car electronicsMake computers more clear and natural five popular brand cards includ,we have much profit, corresponding to what kind of marketing ,we are still in a controllable range .
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video > ;related topics: business new power series of interviews on the topic of > ;reports :discount President Li Yan :commodity information will be fully digitized discount :single-goods
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