Love online: traditional enterprises to enter the e-commerce samples
Aims to launch a new brand for the online market creatively, providing brand new samples for traditional businesses moving into e-commerce.
Since last August 16, love Group specifically for the Internet market launch of the new brand "beloved" by formally love underwear official online store, love Taobao flagship store and other online sales channels. This new brand is positioned as "fast fashion". Except for promotional items, the vast majority of products are sold at full price, but the price is only 1 / 2-1 / 3 of the "Love" of the main brands of the group.
Two years ago, as the official website of the Amity Group, Beijing Amore Online Technology Co., Ltd. (hereinafter referred to as "Amore Online") went online. At that time, this site to publish information, promote products, but increased the online sales function. "In fact, a team of four individuals is responsible for it," recalls Zhang Jian, general manager of Aisin Online. But a year later, this small team actually created millions of dollars in revenue. Is this "small-scale" attempt, so love the group saw the huge potential of the Internet market. Gradually, love has found a match between product lines and e-commerce.
At first, Aimu Group also sold quarterly products or cleaned up its inventory online. However, Zhang Jian found that due to the fact that most of the channels of love are mostly self-owned by the group, there is little backlog of channel inventory and the out-of-stock and broken code rates of new and bestselling models are very serious. Once reached 10%. In addition, as with all traditional businesses, there is a conflict between online and offline channels.
After a period of testing the water, Zhang Jian found that the customer base on the Internet and love line customer satisfaction is not high, the gap between the two customer base. After analyzing all these situations, Aims Group decided to create a brand new brand for the new market of Internet customers.
The introduction of "beloved" brand is a new attempt to love the group's e-commerce strategy.
Independently of the "Admire" brand product line, "Beloved" has a dedicated R & D system, which mainly collects design solutions globally through "buyers". Product developers are responsible for product design and quality and process control. In the production process Most of "Beloved" adopts flexible production, bringing to market the small batch and multi-breed through the integration of Aimu Group's own and third-party manufacturing facilities. In every aspect of the value chain, "beloved" saves the غير مجاز مي باشدt of stores and personnel as they are only sold through the Internet, with maximum control over غير مجاز مي باشدts. Therefore, although the price of "beloved" changed the middle and high-end positioning of other Aimo Group brands and adhered to the consistent standards of Aimo Group in terms of quality and craftsmanship, it still guaranteed a certain profit margin. In the first quarter of "Beloved", 600 SKUs (smallest stock keeping units) were launched. Although the sales volume of a single SKU can not be compared with the sales volume of the Aimo brand, the number of SKUs is almost the same as the new products introduced by the season . By the end of 2010, a number of product lines under the new brand "Beloved" have entered the Top Ten list of online sales in the AIM Group without large-scale advertising.
At Amity Group, e-commerce is not just a channel for clearing inventory or selling discounted products, but an important part of the group's future strategy. "Make the brand is to turn around the market, where consumers where we are going to shop." Zhang Jian explained the love of e-commerce understanding.
Love is currently laying out online channels. In addition to the official website of the group, the company has set up a Taobao flagship store and a Taobao shop. In addition, the company also cooperates with such platforms as the Vipshop, Catwalks Network and Intime Network. For Zhang Jian, these different websites and platforms are channels of admiration on the Internet. For different channels, sales of products will be different. Such as the official website will be set to love boutique boutique, mainly to showcase seasonal new products, supplemented by discounted products, the customer unit price of 300-400 yuan. In Taobao, more discount products, customer price at 200 yuan.
"What kind of channel to sell what products, depending on its positioning." Do more than 10 years of retail, Jian Zhang have a say. Now through the brand new Internet brand of "beloved," Zhang Jian hopes to replicate the influence of love on the traditional retail market on the Internet. And admire in the traditional retail channels more than 10 years of brand influence and reputation will also be "beloved" the most valuable asset. The future, love group online and offline resources effective interaction, will make love e-commerce strategy more imagination.
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