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Zhou Haijiang: What Has Changed The Network Operation?

2010/6/5 9:12:00 33

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In recent years, especially since the outbreak of the 2008 global financial crisis, more and more attention has been paid to the rapid growth of China's network operation.

Jiangsu red bean group started to focus on network operation several years ago. In October 2008, first Taobao stores opened.

Through more than 1 years of practice, we feel the great prospect of network operation. At the same time, we also expand the network operation as an important sales mode of the group.

Network operation is a completely new business mode, which is very different from the traditional business mode.

Some people say that its appearance has a great impact on the traditional business mode, but I think the network operation brings changes to traditional enterprises.

Take the red bean group, we are a clothing enterprise, involving rubber tires, biological medicine, real estate large enterprise group, in 2009 Group sales reached 22 billion 300 million yuan, the emergence of network operation also brought us a lot of changes.

First is the change of way of thinking.

Network operation

It is the product of high technology or the development of Internet technology. It represents the power of technology and information technology.

The rapid growth of Internet sales has further recognized the importance and urgency of innovation.

For traditional enterprises, my understanding is that the industry we are engaged in can be traditional, but our mode of operation, management and marketing can not be traditional. We must have a forward-looking vision and innovative thinking.

The rapid development of network operation has further recognized the importance of technology, information and innovation.

The second is the change of business mode.

China

Internet

The 2009 China online shopping market research report released by the information center on December 3, 2009 showed that as of June 2009, the number of online shopping users in China has reached 87 million 880 thousand.

Chinese clothing home

The number of online shopping of jewelry is ranked first; the 2009~2010 year Research Report on Chinese apparel online shopping released by Ai Rui shows that the scale of clothing online shopping market is expected to reach 30 billion 870 million yuan this year, an increase of 81.5% over the same period last year. Experts say that the fast growing clothing and fashion products have become the first category of online shopping in China, and the paction scale is expected to exceed 70 billion yuan in 2011.

From the above data, we can see that the network operation, especially the sales of clothing products, has increased rapidly, and without doubt, network operation has become an important business mode.

It is based on this consideration that red bean apparel opened two red beans flagship stores on Taobao online in October 2008. One is in the mall, the other is in the fair, and the effect is very good.

Now, the average daily sales volume of each store is 20 thousand yuan, and the best day is 120 thousand yuan, compared with two thousand or three thousand yuan in the same period last year.

In the second half of last year, our other two brands, red bean home and Yi Di Fei, also opened online stores, and sales were good.

Network operation has the advantage of cost compared with traditional sales mode.

The advantages of network operation are obvious, such as the reduction of personnel costs, the hard cost of store rents and so on. Therefore, the sales of online stores are cheaper than those of some physical stores.

Now there is another saying in the society that the logistics cost of network operation is amazing, which affects the cost of sales of the entire network operation.

In fact, the logistics cost of the network is not expensive. Generally, the cost of sending 1 clothes to a certain city is five or six yuan and a little more than 10 yuan.

In addition, in order to avoid price conflicts between franchised stores and online sales, we have developed some styles that are suitable for online sales.

Practice has proved more and more that network operation is becoming more and more important sales mode with fast response and relatively low cost advantages.

It will not only impact the traditional mode, but also fill the gap of traditional sales mode, which is a useful supplement to the traditional mode.

For example, we are now opening a few stores, many of which are online orders, physical stores shipped.

At present, China's network sales account for only 1.2% of the total sales, and the developed countries have reached 5% to 20%, and they are still growing rapidly.

Therefore, the development of domestic network operation is huge.

In view of this, the red bean group will further increase its network sales channels and make the network operation an important sales mode of the group.