Embarrassment Of Traditional Shoes And Clothing Enterprises, Enter The Electricity Supplier "Acclimatized"

The "Daphne massive layoffs" incident has attracted widespread attention recently, especially after the 3 executives of the electronic business department were dismissed from the lecture.

According to industry sources, as time goes on, there will be more and more cases of traditional enterprises failing to test water suppliers.

Jingdong, Suning and Gome staged a "War Within Three Kingdoms" alongside the traditional costume.

Why are businesses so incompatible with e-commerce?

The benefits of e-commerce are less than 5%.

According to reports, Daphne internal staff broke the news that Daphne in Shanghai headquarters layoffs nearly 300.

3 heads of department were dismissed.

And the head of Daphne's public relations department said that the company had optimized and adjusted some of its jobs, which accounted for about 0.7% of the total staff.

This proportion is not a layoff, but a staff optimization and post adjustment.

"Not only is the adjustment of personnel in the electricity supplier department, but the whole group is gradually adjusting its organizational structure."

Daphne public relations responsible person told this reporter.

Daphne

Other products began to build Agel Ecommerce Ltd in 2009, and have been operating independently for three years. There is still a big gap between online sales and offline sales.

Daphne international recently released semi annual report data in 2012: in the first half of the year, the turnover of the company increased by 28.9% compared with the same period last year, and the gross profit increased by 27.8% over the same period last year.

Daphne brand has more than 5000 entity stores nationwide last year, amounting to HK $8 billion 570 million, while e-commerce revenue is less than 5% of the total turnover.

The semi annual report also said that the group adopted a strategic opening shop plan to focus on developing direct outlets.

Electricity providers are not cheap goods delivery platform

"Transformation to the electricity supplier is not suitable for every enterprise, and the electricity supplier is not just what is generally considered".

The way enterprises change their ways to dump goods.

Guan Xianshan, director of Guangzhou's Software Technology Co., Ltd., told reporters, "many of the bosses who I have contacted with shoes business want to develop e-commerce channels, but many of them fail."

"It's not about opening a store on the Internet," he said.

Guan Xianshan pointed out that the most important thing for an electric provider to succeed is to give customers an experience of buying communication.

If the brand of the enterprise is just to use the electricity supplier as a platform to sell goods at a low price, consumers will rush to it in a short time.

However, at present, with the increase of commodity inventory and the increase of discount rate, the price of the electricity supplier will not necessarily have a price advantage over the physical store.