Internet sales volume ushered in wave after wave of waves, Hong Dou Group Hongdou home at the end of 2010 decided to set up e-commerce department, "20 days, opened, operating Taobao Mall Red Bean home store" military order fully shows the red bean home admission Urgent. On December 14, 2010, the single-day sales of the "10 Gang" consisting of 4 customer service, 3 designs, 1 logistics, 1 sales and 1 department manager exceeded the 10,000 yuan mark.
It is reported that when the newly established red bean home e-commerce department, only a light rod commander and the staff responsible for group sales, is entirely a freshman department. Today, red bean home as a rising star in the beginning taste of sweetness.
With the chain system attack "business"
Competitive advantage is reflected in the digestion code products
"Red Bean Home" in the Red Bean Group e-commerce is a latecomers, but in the red beans home service backstage support, "online and offline" interactive features.
"For e-commerce, it is more reasonable to split it into electronics and commerce." Therefore, Ren Yue, head of the e-commerce department, will focus on home-based e-commerce of red beans, To the point of electronic power point, we must rely on Hongdou home strong chain monopoly system.
Taobao Mall's advantage is not that the price concessions, but a guarantee of quality. This is the home of red bean Taobao Mall owners play the core competitiveness. At present, there are more than 400 physical stores in Hong Dou, with a budget of 1,400 in 2011. For consumers, they can see the real thing in the physical store, feel the quality, try on the size, eliminating the biggest worry about online shopping.
Ren Yue said that the red bean home e-commerce model will be more in the future will be "online and offline" interactive features to achieve physical store returns, so that every guest, Dream Bazaar by virtue of electronic power, and can not do "offline interaction ". The "online interaction", Hongdou home e-commerce competitiveness is reflected in the digestion of the product code. Ren Yue red beans home e-commerce as "the chain behind the e-commerce," Taobao Mall stores and chain monopoly linked to achieve a win-win situation. Breaking code product digestion, with red bean home discount store capacity, its effect is very small, far less than e-commerce digestion faster. A break code on a physical discount clothes shop, is a passive waiting for consumers to buy, but on the Internet sales, but it is the consumer to buy. Moreover, the broken code clothes in a physical store and other suitable people to buy, consume resources, reduce the price and so increase the غير مجاز مي باشدt of inputs, reducing the profit space.
Efficient logistics to reduce supply "breakpoint"
Background information management emphasizes data statistics every day
It is understood that the rapid opening of red beans at home e-commerce also effective at home-based red bean logistics system. At present, Hong Dou home e-commerce is based on the home store's logistics platform quickly opened. Strong logistics service system, to a large extent slowed the phenomenon of out-of-stock common in Internet marketing, especially customers a minute fancy, after a minute out of stock situation. Red bean home store chain all adopt the introduction of ERP system, will soon introduce Parkson logistics system for store management and operations. In order to speed up the promotion of this model, the Hongdou chain logistics base has been started. After it is completed, it will provide the home chain of Hongdou with efficient delivery and logistics transportation, greatly reducing the circulation غير مجاز مي باشدts.
Therefore, the red bean home Taobao Mall opened, did not set up a separate logistics station, and currently the team responsible for logistics personnel only one, to a large extent reduce the logistics غير مجاز مي باشدts, improve the net profit margins. The realization of all business activities under the network marketing environment depends on the operation of a good network marketing and logistics system. Rationalize and modernize logistics, reduce غير مجاز مي باشدts through غير مجاز مي باشدt reduction, optimize inventory structure, reduce capital occupation, shorten production cycle and ensure efficient production of modern production. On the contrary, the lack of a strong logistics background, no matter how easy marketing network marketing, will be no straw.
Under the support of a strong logistics background, Ren Yue also saw the difference between the logistics links in the network marketing and traditional marketing methods and plans to establish a suitable logistics system according to these characteristics and needs, especially for the information in the logistics background, every day Emphasis on data statistics.
Red bean home Taobao Mall stores and physical stores a big difference is that consumer age differences, Taobao Mall store generally younger than the home store. The red bean home e-commerce consumer base to determine the age of the crowd, is to rely on the information in the logistics background to judge. Currently red bean home e-commerce logistics staff responsible for the docking of warehouses and net sales work, data collection, data analysis is also underway, but with the expansion of the scale of online marketing, it is necessary to build a modern, specialized Logistics team.
Profitable space depends on "one-stop shopping"
People come in is not enough, but also to ensure the customer price
"People come in does not mean that is a good thing." Interview, Ren Yue on the unit price is so told reporters.
The first half of 2010, Internet marketing, underwear industry, the unit price of only 58 yuan. The unit price of 58 yuan to bring the profit margins are meager, the same a customer, the higher the customer price, the greater the profit margins it gets, the operating غير مجاز مي باشدts are also significantly lower. The red bean home "one-stop shopping" model, promote the customer unit price.
It is reported that Hong Dou home products to "provide home life clothing one-stop shopping and service" concept, the product includes underwear, underwear, bras, socks, towels, home textiles, home apparel, take the people's parity strategy, consumers You can buy all the home accessories to meet the needs of life and most of daily necessities.
At present, Red bean home Taobao Mall cling to customer price, and strive to lay a solid foundation. It is understood that, soon, red bean Taobao Mall store is about to try Taobao water together, train and other promotional activities.
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