Analysis Of How To Play "E-Commerce" In Hong Kong Group

< p > in the list of the 2013-2014 national e-commerce demonstration enterprises recently announced by the Ministry of Commerce, the red bean shopping mall under the red bean group is on the list.

A few days ago, red bean Tmall flagship store customer service Yang Jianfen interview with our reporter, recalled that the "double eleven" grand occasion is still boiling hot.

"It's not as busy as expected," she said. "The number of enquiries is only two or three hundred more than usual. Many customers are placing orders directly on the day of consultation."

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< p > according to statistics, last year, "double eleven", red beans sold 65 million 368 thousand and 500 yuan a day, 3.23 times as much as last year; red bean men's clothing sold 27 million yuan a day, 2.57 times the previous year.

At the same time, sales of flagship stores such as red bean home textiles, red bean down garments, red bean children's clothing and IDF have also broken records.

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< p > in the group, the red bean men's business platform is known as the "Whampoa military academy" of the red bean business.

In early 2009, red bean men's clothing set up a team of three people to explore the Internet market, and sales in 2012 amounted to 250 million yuan.

In the growth of men's clothing business, there are constantly diverted management personnel to the newly formed home textiles, children's wear and other electronic business platform, and also brought to men's experience in the pioneering work.

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< p > "market research and data analysis are becoming more and more important for sales. Compared with offline, online providers can do more accurately and quickly."

Song Ruimin, director of the online marketing center of the red bean image of the red bean group, told reporters that at first, according to the data analysis, they found that the buyers of the red bean underwear were mostly women, and the purpose of the purchase was mostly to give people, so the product was positioned as "to the people who love me and my loved ones", and the product packaging design was more refined than the physical store, and it was a great success.

Now, the number of full-time data analysts in red bean men's clothing business is over 50%.

Song Ruimin said that through data analysis, they accurately predicted the decline of the online men's wear brand and the rise of traditional brand men's clothing on the Internet.

This trend brings confidence to the traditional textile and garment enterprises involved in the electricity supplier.

The red bean has developed a unique inventory display system in the industry. It can also incorporate offline and online sales into statistics, real-time display of inventory changes, and greatly facilitate sales control.

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< p > "double eleven" can be said to be the ultimate challenge to the electricity supplier. Under the impact of big data and big orders, whether the team is able to cooperate with each other, whether the business chain is reasonable or not, whether the technical talents are capable or not, will be beaten back to the prototype.

"E-commerce in 2008 and 2009 is the price of competition, the lowest price is the most eye-catching; 2010, 2011 is the operation of the fight, web pages should be nice, image design must have characteristics; 2012, 2013 is the supply chain."

Song Ruimin told reporters that the achievements of the red bean business explorer for many years were perfectly displayed on that day.

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"P", as early as last August, the red bean group began to mobilize and deploy the "double eleven" activities.

In order to provide consumers with more abundant goods, only red beans "a href=" //www.sjfzxm.com/news/index_c.asp > men's wear < /a > put forward more than 110 fashionable products in advance, and decided to wear the men's coat as the main product.

In order to prevent the collapse of Taobao's large trading volume, red bean menswear used the mobile phone trading method on Taobao's first day, and paid about 2000000 yuan by mobile phone that day.

At the same time, the red bean's flagship store has allocated manpower and material resources in an all-round way, and has fully matched the customer service needs of the network sales center to ensure high quality service.

Early propaganda, late service, departmental linkage and express selection, meticulously polish the details, made red beans "double eleven" soaring.

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< p > "although we have done so much weight in Tmall, we never thought of putting eggs in the same basket."

Song Ruimin said that the biggest task of the head of each business department is to find an excellent sales platform.

In 2013, vip.com, their main attack, brought about ten million yuan of sales.

In addition, the red beans in QQ mall, Jingdong mall, Dangdang, shop No. 1, suning.com and other network sales platform also have shops.

"The whole platform operation and the growth of the platform are the basic ideas for the red bean business operators to" distribute the goods. "

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In addition, P has never stopped integrating online and offline platforms.

In the office building of the red bean men's clothing network marketing center, the reporter saw the plan for the future development of the Department, of which the O2O mode was regarded as "the ultimate means".

Song Ruimin believes that O2O is the fourth generation of electricity supplier mode, is the key to winning the competition, and is also the direction to strive to achieve in the future.

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< p > at present, the red bean brand "a href=" //www.sjfzxm.com/news/index_c.asp "chain store" /a "has opened more than 3200 nationwide, which will become the most solid backing of the red bean pformation O2O mode.

"Consumers can see physical objects, touch the quality and try out the dimensions in the physical store, eliminating the biggest worry of online shopping.

However, a franchised store will display hundreds of clothes at most, and there are thousands of styles to choose from through the Internet.

Song Ruimin said that the group is improving and strengthening the electricity supplier system, realizing the online, offline interaction mode of point, line and surface Trinity, so that the five brands of red bean can be covered by the whole network.

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< p > in addition to making good use of the third party platform, integrating online and offline platforms, < a href= "//www.sjfzxm.com/news/index_c.asp" > Red Bean < /a >, we also explored and built our own e-commerce platform.

"The goal of the group is to realize the goal of 10 billion e-commerce based on China textile material trading center."

You Jianxin, executive deputy general manager of China textile material trading center, told reporters that although the center was launched in March 2012, the 10 billion target was not utopian.

After more than a year's efforts, China's textile material trading center platform has more than 2800 registered enterprises, of which nearly 400 are trading companies, with a turnover of 8 billion 476 million yuan.

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< p > > "China textile material trading center" adopts the combination of spot trading and e-commerce. Through the line of Shanghai volume trading information consultation and trading matching system, the warehousing and logistics system is established under the line, supplemented by electronic pactions, credit payment, warehousing and warehousing, logistics and distribution services. In the organic integration of information flow, business flow, capital flow and logistics, spot trade and efficient circulation are realized, and a one-stop service platform for textile enterprises is established.

The Chinese textile materials price index (CTMPI) released by the platform has become an important vane to reflect the price level and trend of textile materials in different periods.

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"P >" since the establishment of the center, the textile trade has been at a low ebb, but I think this is a blessing for the platform. "

You Jianxin said that after more than a year of grinding, the center platform has more powerful technical strength and higher service level. "The future textile trade will be better, and the platform will also bloom better."

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< p > red beans electric business how to "bloom"? This is exactly what the strategic decision making layer of the group has been thinking about in recent years.

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< p > "this is the era of business change. The wave of network sales is overwhelming. The early layout of an enterprise will benefit early."

Zhou Haijiang, secretary and President of the red bean group, asserted so many years ago.

Before and after the "double eleven" in 2013, Zhou Haijiang went to the red bean Marketing Center for the three time, while giving help to all network sales personnel.

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