Local Brands Represent Online And Offline Integration Strategy

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< p style= "text-align: center" > Anta chairman Ding Zhizhong < br / >

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< p style= "text-align: center" > Zhou Shaoxiong, chairman of the seven wolves, < br / >

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< p style= "text-align: center" > XTEP chairman Ding Shuibo < /p >

< p > recently, at the fourth China a href= "//www.sjfzxm.com/news/index_c.asp" footwear and clothing industry "/a" e-commerce summit held in Quanzhou, Anta chairman Ding Zhizhong, chairman Zhou Shaoxiong of seven wolves, XTEP chairman Ding Shuibo, these low-key local brand representatives gathered at the main forum to share their online and offline development integration strategy.

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< p > from watching to paying attention to < /p >.

< p > under the background of global information and the increasing influence of network information media, especially in recent years, many traditional enterprises have drastically changed their strategic direction, from wait-and-see attitude to the Internet marketing market on the basis of the original traditional enterprises.

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< p > "with the advent of the Internet era, the rise of Alibaba," a href= "//www.sjfzxm.com/news/index_h.asp" Taobao "/a" and Tmall, including Dangdang and Jingdong, shows that the business structure is changing, so that all the life styles including business models are being reorganized. The future development trend of e-commerce will surely subvert the relationship of the whole business ecosystem.

It is not that e-commerce will replace the traditional business under the one hundred percent, but it will really subvert the business form.

The traditional form of business is bound to be more and more integrated with e-commerce.

Zhou Shaoxiong said with emotion.

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< p > indeed, the growth of the new business model is irresistible. For enterprises, there should be a new position in the aspect of the electricity supplier. What is the form of the electricity supplier company? Ding Zhizhong said that for the Anta group, the new business opportunity such as the electricity supplier has been positioned as the future development of the group. "The difference between the online and offline businesses is more than three years ago, and three years later, we must pay attention to it now."

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Less than 15 years ago, XTEP came into contact with the electricity supplier. The Internet promotion and online sales were parallel, but not much touched by its core consumer group, P.

But now the consumer's overall consumption habits are changing, breaking the traditional sales model.

"I think there will be a lot of room for future electricity providers.

Especially last year's sales figures, this space is really big.

We think this is a very big business opportunity. "

Ding Shuibo also shared the focus of XTEP in the layout of the electricity supplier. First, on the platform level, XTEP stationed in many platforms, including the official website, focusing on interaction with offline resources and advertising resources.

Secondly, products and products should be featured, and the overall layout of products should be carried out on the platform.

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< p > online and offline differentiation < /p >

< p > > a href= "//www.sjfzxm.com/business/" > network marketing < /a > the market has never been a kneading soft persimmon. From the B2C, O2O, B2B and other marketing models, the success of the business is successful. The traditional enterprises enter the network marketing market not only to face these eye-catching electric business providers, but also to face their own online products and entity store competition, it is beset with difficulties.

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Below P, online and offline product strategy can not be the same.

Ding Shuibo said that under the line should be complete, exquisite inventory, and the electricity supplier pays attention to individuation, in different platforms can sell different categories, the product strategy of the electricity supplier and the offline product strategy are different.

"If the same is the conflict, it is not the so-called resource sharing.

Internet electricity providers need personalized products, the so-called market sensitivity, this thing can not be used to say, it depends on your hand feel is not allowed.

It is understood that XTEP, especially for Amoy shoe net platform, CO launched the "step by step heart" network dedicated to a series of tidal shoes, has achieved good sales results, and created a "value war" business model.

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< p > electricity supplier is a commercial channel that can not be stopped. Although most of the products on line and line are different, most of the products on line and offline exist homogenization, including online and offline competition.

"In 2013, according to the sales situation under the line, the main consideration is how to differentiate the goods, because most of the shops under the line are basically 150~200 square meters, and there are hundreds of SKU stores in a shop, but there are thousands of online, so they can be differentiated."

Ding Zhizhong analyzed.

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< p > in addition, for the price problem, because it is the same Brand Company products, online can not be cheap, Ding Zhizhong said that you can consider how to integrate online and offline, such as experience O2O can be done.

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< p > problems need to be resolved. < /p >

< p > the e-commerce industry chain extends very long, from the earlier upstream to the intermediate payment, as well as its logistics.

In the whole industry chain, where are the bottlenecks of payment, logistics, distribution and so on? How to find a way out in the increasingly competitive internet marketing market and win the resplendence of traditional brands has always been an urgent problem for the traditional brand electric providers.

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< p > Zhou Shaoxiong admits that the biggest challenge for electricity providers is channel management. Secondly, the competition in the electricity market is too intense, and at the same time, it shows the non-standard development of the market.

"Businesses do business on the platform to be clear about what they want to do. What advantages do you have in this product? Your things must have characteristics. In addition, each platform has its own competitive characteristics, such as Taobao, Jingdong, etc., to consider whether the platform's technology can cope with the overall traffic, digital security and so on.

In addition, if there is a good flow rate, traffic is the biggest cost. "

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< p > over time, online and offline environments are mainly different.

"When we were making clothes, the Chinese market was immature, which resulted in the sale of the same brand by several merchants in one area, and the result was mutual bidding.

Now e-commerce is also like this. The e-commerce that just started is chaotic.

Recently, however, I am glad to hear that Tmall and Taobao are standardizing the authorization management mode, but even though this way, the standard time is still long. "

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< p > nowadays, traditional enterprises are in a painful period of wandering. If they do not embrace e-commerce, the pace of business development may slow down in the future, and can not keep pace with the development of channels. If they are too fast, they will be faced with problems in the channels.

Efforts should be made to stagger the structure of commodities, plan the price management system and reduce the disorderly competition of their brand prices, which requires the management efforts of many platforms and businesses.

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