New forces of the power supplier 13 guests: President of grade discount the Eon
Lead: in such a capital hot hot conceal his excitement impetuous era entrepreneurs, who can eventually become an e-commerce industry broken cocoon? Sina Technology launched a new e-commerce forces a series of interviews will focus on the diversified development of electronic commerce environment, new entrepreneurial opportunities, new business models, and the mentality of the entrepreneurs, to please everyone's attention.
Video: top grade discount CEO Li Yan electricity supplier of the Road media Source: Sina Technology
This section Sina Technology @ Tracy (microblogging) Private letter open to welcome entrepreneurs to contact us and welcome given valuable comments and suggestions.
wonderful view:
- traditional retail formats is a push business conditions is subjective to determine what consumers want, then what. The real e-commerce revolution is to determine the demand characteristics of each consumer is very clear, and then the management team in accordance with consumer demand, to the customized to have a choice to meet consumer demand. China's retail transformation of the traditional retailing to modern retailing, from the type of push to pull into the system as a whole have to adapt and change process.
- top grade discount e-commerce is essentially the operating system for profit, the number of sales, to generate much profit, corresponding to do what the marketing, or in a range of within. Internet Radio Dealers burn behavior, the context of the different companies have different modes of operation can not say who or who is not good, according to their own market characteristics, able to match their own most appropriate way.
- electric provider key differences in management, the network channel is a passive conduit for control of brands is not so clear, relatively speaking, with our traditional channels contrast differences. In fact we do now paste the close of discounts with the market trend, in fact, the brands are doing a fast merchandise turnover is basically a new product onto the market on 20 days a month you can see in the stores in this area network channel response not so fast.
- Chinese electricity supplier is still in the wave of returnees-driven emerging market environment, they feel this huge potential market, with technology to bring the capital to drive this market, it is very good. But the true master of the North American electricity market is a traditional operating system. E-commerce sales channels or entity sales channels, the most important are the goods on the nature of management ability. Including e-commerce companies to go back and really want to succeed, or become a profitable company when, homework sooner or later to make up. The following
for the interview:
the the Zhongguancun atmosphere to get involved in the electricity supplier
host Tracy: I Sina User Hello, everyone, Welcome to Sina Technology electricity suppliers new forces talk show, I am glad to go to traditional enterprise today to talk their merchandise planning and layout, we have invited Mr. Li Yan of the top grade discount.
Li Yan: Hello, everyone.
Moderator: Beijing consumers of varying discount a better understanding, many people have done from the top grade discount shop online shopping, can you tell us about grade discount in the deployment of e-commerce?
Li Yan: top grade discount to do the electricity supplier has been three years, the first driving force is an entity stores open in the heart of Zhongguancun, the operation of the traditional physical stores based on paper media, television media promotion as the core. Came Zhongguancun is a big difference, because the office building surrounding a large number of information technology companies, IT companies, the early promotion of the use of many means of online promotion, played very well, do activities with friends online on the interaction to the line, it is fast to produce significant results.
this interaction slowly to the Internet company to understand, but also on the consumer demand of the consumers on the network to understand. The final consideration is based on changes in the consumption of order, Taobao continues to drive the past few years e-commerce sales continued to grow after the initial growth is actually shopping on the network, in fact, a scouring commodities Amoy such a concept brand, the consumer in the form of a small minority. But slowly as traditional retailers, which feel a trend from this small public consumption to mass consumption in the conversion. Consumers actually change the channel slowly choose to buy goods, the more consumers depend on the network such as a channel to meet the needs of his life.
itself as a retailer of channels, intuitively should be duty-bound to meet changes in consumer shopping channel after the formation of new fashion. In particular, because the physical stores, retail merchandise discount stores, has been a good brand good price low price to meet consumer demand. Just the price advantage is an essential element of which the network operators, it was after some seminars decisions we do online sales, business to get through the formation of the integration of our online and offline sales model.
power overall revenue, accounting for less than 10%
Moderator: Can you tell us about the whole do e-commerce piece, the number of employees, including input the number, including the possibility revenue to account for how much we overall income?
Li Yan: In fact, for the top grade in terms of, we do should be the full concept of e-commerce, we basically independent team of e-commerce marketing team, network operations team, logistics team, this is an independent institution the. Actually our traditional system completely merged with the existing e-commerce system, inclusive with the choice of goods, commodities and actively push commodity negotiations are based on the traditional channels of the supply system up. On the network, but network page technical operation and maintenance is relatively independent.
Moderator: Internet users, or through online shopping.
Li Yan:.
Moderator: Warehouse count how many electricity providers focus on building large storage, we store will be built warehouse?
Li Yan: This may be our top grade first few years to develop the advantages of top grade in recent years, physical stores, warehouse development, simply decorated store, the merchandise changes very fast, capable of sustained according to changes in the seasonal changes brand needs constant turnover of goods to meet consumer demand.
we just rely on such an advantage, through the construction of information technology, our own team has developed a PDA used in the scene of sale terminals,hermes handbags, a shopping guide staff with one of these machines, while the use of this machine capture sales data and the provision of goods, consumer services and online consumer services in line at the same time.
Moderator: Can you give an example, such as I am a consumer I booked a pair of shoes online, shoes, from which the stores mentioned, or who is going to distribution and finally to the consumer, how hands of it?
Li Yan: the delivery of products is actually the case is the same as with our physical stores, an order directly next to the store, the system will be assigned to.
Moderator: According to the address assigned to the priority of stores.
Li Yan: the priority of the stores, and directed staff Pad can receive orders directly to the commodity packing up, and logistics members have a unified logistics members within a certain time of receipt, and then the distribution program.
Moderator: Can not understand have separate departments for each physical store or team to do things of such e-commerce coordination?
Li Yan: Yes.
Moderator: We do e-commerce business this how much?
Eon: personnel associated directly with the e-commerce business should be about 200 people.
Moderator: revenue account for the amount of the overall income?
Eon: less than 10%.
Moderator: Just now you said that we This is a great advantage,hermes belt, it is now scouring the entire Internet shopping cheap itself of varying discounts in online sales, why not a great deal known for low prices in sales, such sales accounted for 50% of this?
Eon: sales with our thoughts related to e-commerce last few years by leaps and bounds from the state of the market. We are groping among a little bit of progress, both online and offline with the need of running time, the management of the process management system, including the establishment of back-end technology. Traditional enterprises, the most difficult team with e-commerce team, technical team how to integration, adjustments, and then the line of goods advantage, how through the network through technology show in front of consumers.
In this process, we have done a lot of exploration to explore the many ways and means to overcome many difficulties. I think that in this process, in fact, the development of which a reasonable speed, not insist that he must occupy what percentage of such a state. Practical now,hermes belt, after all, we as traditional entities operating such a channel provider, our main source of business comes from physical stores, for example, I open a store in Wangfujing, the core area of Zhongguancun is a shop, can not be completely turn it into a distribution center.
power to bring change to the top grade management
host: e-commerce Let the entire layout, accounting for what kind of role?
Li Yan: in fact e-business on the continued long-term development of our top grade, it is of strategic significance. E-commerce in China of IT in the field of electronic commerce technology background should actually participating in business, there is little traditional format of the brands involved in e-commerce.
Moderator: slowly intervention.
Eon: slowly intervention. In fact, we go to the front this is a. I believe in this process, the traditional format into e-commerce, or to have a trial and error process to explore the process. E-commerce for the top grade in terms of the operation and management of a series of changes.
host: for example, what changes?
Li Yan: In fact, the traditional retail formats, it is a push type of business conditions. For example, say you to our store to go shopping,hermes handbags, in fact, I first ready to specific goods on there, and then you pick your favorite products in specific commodity areas, it is a push-style. For consumers it is passive, is subjective, I determine what consumers want, and then I provide.
but the real revolution in electronic commerce, electronic commerce via the Internet through the network, we are able to clearly determine the demand characteristics of each consumer, and then each consumer's browsing features, and then he final order of price, style, matching, color matching is very clear.
in fact it brought about a management revolution in the traditional retail market in the goods produced. E-commerce has brought a revolution now I fully understand consumer needs, and then my management team in accordance with consumer demand, to customized to have a choice to meet consumer demand. A push pull, such a change.
Moderator: For example, these two changes for the choice of goods or mode of supply is different, we at the same stores as a supply warehouse, there will be no contradictions?
Eon
: This must have contradictions, changes should be changes in a step-by-step process. China's retail transformation of the traditional retail modern retailing from the type of push to pull into the system as a whole have to adapt and change, the top grade because the e-commerce leading the entire system is gradually to do transformation.
Moderator: I understand that the stores of goods of varying turnover rate was quite fast on the Web will be the face of such a demand, how to match the line of goods to go online? We line the goods are synchronized up you still have a choice to select a specific commodity?
Li Yan: At present, there is a choice, the goods of our physical stores, the style number of brands are very rich, our network team do not comprehensive of all the goods onto the network, or select .
Moderator: how to choose the standard under which decisions on which commodities?
Li Yan: In fact, there are two ways we continue to try. Some consumers, some of his favorite brand for a network of brands, we may have been in market research, usually e-commerce network of consumer groups with entities, consumer groups, brand awareness, price-certain different.
a pull-through full understanding of consumer demand, pushing consumers in the choice of brand goods and the right price. Our understanding of the brand goods, seasonal variation is understood, actively pushed to the consumer, both are in use.
Moderator: I observed like Taobao brand mall or sell a lot of poop clothing, old is also a very low discount prices, thus stimulating shopping needs. This is boosting the impact of electronic commerce, cause you think e-commerce I have to do.
Li Yan: the traditional retailers will feel the pressure, in fact the real impact on the market is not yet clear. Do
top grade electric supplier for profit
Moderator: You also mentioned earlier, many companies pure e-commerce, more adept to the Internet, they now need to learn the channel , supply your side channels and capacity of goods is very strong, you do not see e-commerce e-commerce with them is not the existence of the great ideological differences?
Li Yan: It should be. The top grade we do e-commerce in fact essentially a profit for the purpose of operating the system, many of our sales, generate much profit, we do what marketing, we are still in a controllable range.
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