BELLE Water Test Clothing Business &Nbsp; Learn From The Footwear Operation Mode.

On December 16th, Zhang Xuejun, former vice president of BELLE group, revealed that BELLE The group has always dominated shoes, but is about to launch its own clothing brand in Taobao mall. Besides the "CAT" cable channel, the other products are sold online only.

Yang Bin, chairman of the e-commerce Expert Committee of the Ministry of Commerce and President of the business solutions for the concept of e-commerce, is now calling the turning point of e-commerce. According to a report by Analysys International, among the top ten e-commerce companies in the United States, all other than Amazon are traditional industries, such as WAL-MART and best buy.

In the past, the electronic commerce period with VC investment and burning money was almost over, and the entity with strong capital and brand pulling power. brand and Market We are laying out e-commerce online.

Clothing test water business

BELLE owns Teenmix, he, BELLE, Staccato and other private brands, and is also a large agent of Nike, Adidas, PUMA and many other first-line brand merchandise. BELLE women shoes account for 35% of shipments in department stores, accounting for 5% in the national market.

This time BELLE wants to make clothes, but has not chosen the retail terminal channel under more than 10 thousand lines that it has accumulated throughout the whole country, but chooses to take the online e-commerce mode.

According to an internal staff of BELLE group, BELLE entered the field of clothing in fact, six months ago, it has begun to invest in manpower. The way it adopts is ODM, that is, independent design and production outsourcing. BELLE does not have its own factory in clothing category, unlike shoes. There is a difference between shoes and clothing. The cost of clothing is too high and the risk is great.

BELLE will completely replicate the online channels of its shoes in the sale of clothing: Taobao, distribution and purchase network.

At present, the largest sales volume is a number of BELLE Taobao flagship stores built by BELLE's department responsible for e-commerce. Its sales account for nearly 50% of the volume of BELLE footwear, and its annual sales growth is more than 100%, and its sales volume is nearly 100 million yuan. The second is BELLE's own investment network, although it has just been on the line for about five months, but its growth is rapid. At present, its sales volume is slightly inferior to the total number of flagship stores of Taobao, which accounts for 30%~40% of the volume. Besides, on Jingdong or other footwear e-commerce website platforms, there are also distribution businesses, but the overall business volume is not large.

BELLE's clothing launched in 2012 will also operate according to the existing layout. There are three brands of men's wear and women's wear. In the first quarter, spring is the initial test of water, and more products will be available in the summer. According to the current mode of Taobao BELLE shoe flagship store, it will enter the purchase network again. BELLE group hopes to make an increment through the purchase network, but there is no definite profit requirement. First, we should find out whether the brand positioning of clothing is suitable, and whether the efficiency of the supply chain is high enough, and it does not require profit.

Since July 15th, when BELLE invested $200 million to build its own platform purchase network, BELLE began to adjust its online channel strategy, began to control other channels on the Internet, and no longer supplied to many other distribution platforms. This allows the online shopping mall to enter the top three of footwear B2C traffic. In August 19th, BELLE international [14.06 1.15%] official B2C website Taoxiu net and excellent buy online shoe city merger means that BELLE international has already entered the stage of integrating its B2C assets and constructing a unified online retail channel after two years of electronic commerce trial.

Traditional shopping center layout line

In November 29th, the Seth group's e-commerce platform, spring, was launched in the spring. Before this, Zhongyou department store also launched an official shopping website to buy music network. Intime department store [7.85 -9.25%] group also has its own chain online shopping center Yintai network.

Yang Bin believes that these traditional companies have more advantages than online "born" brands. They have strong capital support, do not worry about losing grain in midstream, and do not have to worry that they have to exit through the market within a few years. They already have many consumers who trust them. The early work is to guide offline customers to online through email. This will save a lot of advertising fees for traditional companies. Of course, the problem of traditional companies is whether they invest enough, and whether the work is done well enough.

According to the statistics of the chain store association at the end of 2010, there are 52 e-commerce businesses in China's top 100 retailers. Zheng Jun, deputy general manager of e-commerce Department of Founder International Software Co., Ltd. revealed that in 2011, more and more retailers and brands began to try to enter the field of e-commerce or re-examine their strategic weight in e-commerce.

As a matter of fact, BELLE group has also adopted the mode of supplying several vertical platforms for shoes to connect with platform operators, so that the mall can be sold as a consignment, but this often happens that the supply can not be guaranteed. Zhang Xuejun believes that this problem can not be avoided by the system. There must be a certain amount of inventory to enable the company to operate.

Before the vertical platform business grew very fast, the account period was also very long. Now many upstream brand manufacturers are shortening the account period, and the funds of the vertical platform providers can not support a large buyout library, so often they spend a lot of money to smash advertisements to attract consumers, but they find they are out of stock.

However, BELLE, which owns upstream production control rights, is obviously more advantageous in controlling the supply of goods.