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Lining: Set Up E-Commerce Team &Nbsp; Integrate Online And Offline.

2011/3/10 8:39:00 55

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Lining E-Commerce Team Online And Offline Integration

By the end of 2007,

Lining

The company found that a product's Internet channel was spontaneously formed on the B2C platform, which is beyond the scope of controllable company, regardless of price, sales strategy and other dimensions.

Because of this, in 2008, Lining set up an e-commerce team. The idea was not only to do business, but also to manage and monitor the entire Internet channel.

Faced with tens of thousands of "wild channels", Lining's strategy is "

Amnesty

At the same time, the pricing strategy of the company's e-commerce has been synchronized with the line from the very beginning. The new products are definitely not discounted, and the inventory products belong to the clear goods, which can enable consumers to get a good price.

"Through such a price system, avoiding conflict with offline channels, we have never complained to us under any line."

Lining, general manager of e-commerce, Lin Li said.

Now, the strategy of Lining's e-commerce is to achieve development.

Online and offline integration

。

Lin Li said that in the long term, the experience of Lining's users in the future will be that no matter at any time and space, wherever there are opportunities to access Lining products, there will be a good integration with the terminals. Whether on the mobile phone or on the Internet, the user management system and a whole set of service systems will work together to provide consumers with better service experience.

But the integration of the two channels is a systematic problem.

First, the seamless connection between B2B and B2C in the IT system is realized. Online orders can be delivered through offline channels, and the "up and down" channels can be adapted on demand and updated in real time.

The more important part is

Supply chain upgrading

。

This includes two aspects: logistics and production.

First, logistics. The company's current warehouse in Shanghai will send all orders to all parts of the country.

If business expands in the future, it is very likely that several warehouses will be built in Guangzhou and Beijing.

The second is production and supply. "The entire supply chain is moving forward", that is, tailor-made products for the Internet channel. "I can mention demand, such as what products you need, what you want to produce for me, and when to give me."

Lin Li said.

This requires rapid response to consumer demand, and only by establishing such a supply chain can we meet individual needs.

At present, Lining electronic commerce is in the initial stage of online and offline integration. Every year, it will participate in the four order meeting of the company. At the same time sharing new products and inventory, the network channel is becoming more and more three-dimensional.

In fact, when they first started e-commerce, they could only sell large quantities of stock because they were not in stock, but the proportion was being diluted, which is now less than 50%.

Instead, they are best sellers, limited funds and special contributions from the Internet.

At the same time, the company also collaborate with the Taobao platform, the third party platform and the independent platform to reduce the information flow between partners.

On the basis of IT and supply chain upgrading, due to the increasing number of members accumulated, online and offline integration also includes data analysis, segmentation and precision marketing for consumers. "This is my next work priority. It requires the front-end and backstage communication and collaboration."

Lin Li said that Lining's B2C official website has been completely revised and replaced by a new IBM customized system for Lining.