Core Tip: consumers, channels, merchandise and marketing are changing, full channel for the core retail market has arrived.
Consumers, channels, merchandise and marketing are changing, full channel for the core retail market has arrived.
Full channel operations three characteristics: full, comprehensive, across the board.
Full channel to all parties to provide a brand new path, and in this new path was not increased costs under existing supply channels and the existing situation, can enhance the function of this new channel.
For the apparel industry, the whole channel change anything, but also how to operate the day answer is:? Goods are not moving through!
Why do the whole apparel channel operators?
Because consumers, channels, merchandise and marketing are changing, full channel for the core retail market has arrived.
First, the consumer. Past commodity from production to sell to consumers, should be channeled through this pathway. Now, as more and more supply, more and more serious oversupply. With the development of mobile Internet, consumer attitudes are increasingly wayward. They want to buy goods and services anywhere, anytime he wants by any way, which gives all the various aspects of the retail sector have raised a huge challenge. On the one hand, marketing come from the spread of interactivity. On the other hand, have the effect of marketing and brand marketing feedback out.
Second, channels. Compared to the previous year, 56% of the shopping channels negative growth, 38% of the mall a negative growth of over 10%. In addition to consumer demand, the brand side under such pressure has also been considered through the whole channel. We also see more and more to buy at online shop and optional line rise hand shop, which represents the grassroots spokesperson to have more and more fans, but also illustrates the ability to choose their own products they use, with their own mix the ability to wear through video delivered to consumers' ability. This raises another challenge in the channel where, not only to display shelves, but also to provide information and content.
Third, commodity. Today, consumers have become cross-channel consumers. Many brands square Why not keep old customers, we see one of the most fundamental reason is that the proportion of new products and the new frequency is completely different. Consumers frequently to see new goods, commodity turnover of the increasingly high demand for this product planning and production also made high demands. To meet this demand, the brand side should always understand the needs of consumers. Previous mode is "futures model", six months ahead of the conference site to order. And now the status quo in the form of the future is that consumer demand is changing in real time, you grasp the changes in consumer response to the supply of their products. Consequent on the proposed addition of a new challenge, your ability to respond fast fashion how. Today we see a line of why so many fast fashion brand, increasing coverage, it is possible to suppress a lot of domestic brands. One reason, its width is very wide, very shallow depth, while providing new rapid turnaround.
For all of these reasons, changes in consumer characteristics, for production, for marketing, channel construction, the consumer how to interact, how to keep him, they have brought a lot of new issues. Now a lot of sensitive business has been ahead of the layout, there are some big brands, still balked. The burden of history too, after all the previous inertia exists, how do you want to change. Everyone says Spring Plumbing ducks, if you do not jump into the water, you are unlikely to simply copy the success of others after a pattern can regain a bureau.
Why now? The time has come full retail channels
1990s era single-channel sales. With the development of the Internet era of multi-channel soon. Initially brand's attitude is resistance, then see someone test the water, I began to try, are selling Potter. Later, brands are finding great scale this channel, in order to improve economies of scale, must produce new products and provide special contributions. However different goods, design, production and development of the people are different, and did not increase sales while reducing its cost, scale, and no output. The line has operating system, there are also online operating system, all goods have turnover problems. Finally, there is the experience of different services and consumer experience.
2012, the brand began to consider the sensitive part of the whole channel operations this thing. Full channel operations three characteristics: full, comprehensive, across the board.
Whole, from contact with a consumer brand to decide to purchase the full link in the whole chain and consumers should be done in full butt. Overall, we want to always master data consumers, concerned about his change in each link in the decision-making, in a timely manner to give him some feedback and guidance to help him enhance the experience, in fact, it is to help him buy the products. Across the board, before the online and offline, electricity, mobile are even split apart. But the future will be all online channels, mobile channels and cable channels for shopping malls, it is the whole seamless interaction. Finally, we must see a change in philosophy, before we are talking about the terminal is king, now it appears to be the consumer is king of the era. What consumers want, we should be flexible to go to him anything.
Full channel how? Open up business links
Full channel to all parties to provide a brand new path, and in this new path was not increased costs under existing supply channels and the existing situation, can enhance the function of this new channel. For example, before the consumer into the store to buy the products, businesses now have seen online orders, stores can package delivery. There are online shopping guide, shopping guide can also be as a consumer shopping online shopping guide and content providers who. There are members of pass, under one online and offline ID continuation of integration, to enjoy the same service, the same discounts and the same benefits. All in all, is at no increase in cost, you put every scene, every link, the cost of providing new features bring savings.
The original of all goods and channel construction is a tree-like structure, produced by the B2B Okura, to sub-storage area, the city warehouse. All goods are tree is basically pass. The next thing we want to do, by the Lynx, Alibaba can put all the capillaries of goods, Member, communicate with each service, which is our ultimate goal.
The final goal, certainly want to arrive does not move, people move, and finally achieve the business marketing efficiencies. Through many different ways, there is a method to first pass, and then went to Alibaba butt, so do online and offline to get through. There is a way, do you have a sense of "pass" this thing.
Why should China and Alibaba "on"?
And Alibaba in China to go to the "on" for two reasons. Second, the whole day cat, "Amoy" on-line accounting system plays an absolute advantage. Second, and more importantly, our model is the platform, and foreign electricity suppliers, Amazon, for example, it is the largest international business platform. Amazon is started from its own platform, its own procurement sold to consumers. Although it has now been done for ten years a third party, similar to Taobao, Lynx this model. But its sales are still 60% of self-employed brings. Fang brand sales accounted for here is not large, but more important reason is that consumer data does not belong to the brand side. Only platform model, consumer data would fall under the brand side.
Alibaba is a very open platform. Docking with small businesses, and ISV docking, we look at the whole market is large, we are an open mind. We want to impart this ability to all brand side, all assigned to the ISV.
2015 "Double 11" Before, many businesses already do their own thing to get through this. Lynx and 21 brands, has been open test "double 11" period. These shops usually malls accounted for 21%, in the case of discount shopping, the mall proportion increased to 48%. Where there are 53% of orders are shipped by the stores.
In addition, we also do upstream work orders. What is the order upside? Stores a scan code is a tool, and each item has a code. This product in the store did not have the physical, to consumers in the store after the store discovered the merchandise did not interest him, by phone and Ipad end, through complete scan code into the product after a predetermined Lynx flagship store, from the electricity supplier warehouse Ship.
This flagship store to bring 13% of the joint order rate, that is a line of merchandise brought under 13% of sales of other merchandise, to bring incremental online. This test will develop into the future of cloud shelf functionality, now stores less money, more broken code. Brand side validation result is able to call off 20 percent because of the lack of consumers did not buy code, bring a flagship store at the same time gave a 13% sales joint.
How to benefit distribution? Price how to solve the problem?
Lynx and brand side when talking about the brand side will say the system did not get through, not ready. How the distribution of benefits, online and offline distribution of benefits did not talk good. In this regard, the Lynx have ready-made solution to tell you how to do to get through the system, the distribution of benefits and the price of the same.
Ship stores and outlets from mentioning, this is the order downside scenario. La Chapelle has been doing work to get through, and why the Lynx cooperation today? Because just had to get through an interface, the order assigned themselves to the store to go. But after the next open, Lynx operators there are several examples can be given to the brand side:
First, tell the product pages of these products in the mall where you can choose which pick up or delivery, or the date of the next day. In the home page and on the day of the next day there is a marking, marking means that there is traffic.
Open for online and offline businesses and commodities, because the mall the same paragraph is one hundred percent confidence, the weighting is an absolute priority, it is possible to support the business to flow on.
Another point, this will tell you how consumers like the recent frequency of consumption, reaction in the flagship store, will give you more channels. These consumers dress in the search time, interested in your brand will be higher than other brands, it will give you more weight. To one thousand KA businesses have opened up, it takes a very long time. We have also seen over 1,000 square is the brand and ISV cooperation, where there are repeated. And here we do get through ISV partners, distributors and unity so that all stations open up again, it will be very fast.
In addition, businesses can be a novice, you can also do it through service billing. In 2016, rookie logistics network will have more than 80, 4, 1,000 partners to cooperate with us, the backbone of the warehouse will expand from 7-15. The next day and the day of the city is straight up, although Alibaba is a business platform, but the platform is by way do the whole chain of services. Finally realize Lynx get the most goods, the most extensive inventory, the store brand each side can also get up to commodity and stock. Business efficiency will increase, shopping guide function will increase, consumers will get more users and fans, and let the consumer in any way any anytime a cart.
Consumers already changed, whether the power of business to intervene Lynx open the whole change channels, is that all party leaders and brand awareness change issues. We hope to do is not moving goods through, through information, through logistics, brand together to help open channels of full age.