Mei Bang Minjie Talks About Creating Boundless Retail

< p > the world is < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank".

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Xiao P just came back from Shanghai, and finally reached an exchange with Mei Bang's chief information officer, min Jie. Last year, min Jie was responsible for promoting and implementing the pformation of the US state. This is the key figure in the pformation strategy of the United States.

First of all, I would like to thank min Jie for sharing. First notice, this is a long article. This is the first time that Min Jie has accepted the official media interview.

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< p > first briefly introduce the background of the United States and the state. In 2013, it was the pformation year of the United States. It started the experience store plan of 100 cities and stores, reacquired the electricity business, repurchased the state purchase network, and integrated the entity store system, the retail business system and the supply chain management system.

Some analysts have commented that Smith Barney is the earliest Internet aware company in the domestic garment industry, and is the first company in the industry to conduct O2O layout.

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< p > let the whistle inspiration be of interest. This pformation is most remarkable is the experience shop which the United States creates, joins the coffee shop, bookstore, Wifi, Pad and so on the element, draws many industry personages to go to the shop to observe, looks at the decoration to feel the experience to shop the service, some people also share with the whistling spirit the visit feeling, Min Jie said, some colleagues also proposed that he introduces the American bang O2O system.

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< p > for this reason, min Jie has some helplessness, "O2O is actually not a system, nor is it a model."

He even admitted, "in fact, I do not like the word" O2O ". The original idea of Smith bond was to create" boundless retail ".

He recalled that the idea of borderless retailing originated in 2009, when he began to build the state purchase network. At that time, the original intention of Smith Barney was to build an independent platform to break the shackles of stores. In the past two years, the problem of consumer entry rate is becoming a big challenge in traditional retail industry.

For traditional retail brands, the decline in the number of consumers entering the store means that the opportunity for interaction between brands and consumers is decreasing. The US state needs to redefine its connection with consumers. In the past, the United States defined the stores with four walls. Now it seems that it can not stop at four walls, but also needs a wider range.

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< p > according to the logic of traditional < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > industry, clothing brands open more stores every year until they expand to thousands of stores. The store solves the experience of accommodating more consumers, and solves the problem of store coverage. However, with the development of mobile Internet, the situation has changed, and the more the stores seem to open, the faster they disappear.

Such changes make us brands such as Mei Bang unprepared. In the past, the tenancy of these stores is usually 5 to 10 years. Min Jie made a simile, "like digging a trench, someone suddenly told you to become an infantry"! "/p".

Min Jie said that he and his colleagues often sighed, "last year, double 11 saw the 35 billion generation on Taobao site. This year's Spring Festival WeChat red packet fire, next year's sales of millet may be over 100 billion, the world seems to be changing too fast!" finally, the problem is that China's zero sale environment is very different. This is a big problem. How to deal with these dramatic changes? < /p > p

< p > looking back now, the top officials of the United States are glad that it was a wise decision to build the state purchase network. In addition to owning their own independent platform, the biggest achievement was the accumulation of Internet experience.

Such experience and understanding include that even if Smith Barney opens flagship stores on Tmall, the final competition is brand power, and brand power determines the quality of the business.

One of the core lessons is to reduce consumers' ultimate demand, which is now being used for the layout of stores and other online contacts.

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< p > Min Jie said that the logic of American brand operation is to flatten the gap between the Internet and offline stores by means of mobile Internet, and form a truly boundless retailing state. Consumers can interact with the US state through many contact points such as stores, WeChat, micro-blog and bprn.

And the United States through various contacts to increase contact with consumers and time, enhance customer experience and provide more services.

Starting from last year, the layout efforts of the United States, such as store renovation, WeChat, Alipay wallet and so on, all stem from this starting point.

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< p > "if people look at the changes of the US state from the angle of system and brand, people will not see the changes of the US state. Whether O2O or retail without borders, we must look at the US state from the perspective of consumers."

Min Jie said, "today we'd better forget the Shanghai Yanqing store, forget the newly opened Chongqing Xinhua International store, and forget the 11 so-called very scientific and technological stores."

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< p > according to the 2013 performance Bulletin released at the end of 2, the net profit of the United States in the 2013 year decreased by 49% to 432 million yuan, a net profit of 850 million yuan in the same period last year.

The financial report also showed that last year, the US business revenue was 7 billion 890 million yuan, down 17% compared with the same period last year, operating profit of 543 million yuan, down 39% compared to the same period last year.

The United States believes that the poor environment makes the company's revenues and net profits fall.

Despite the fact that the financial data of the United States and the United States are not improving at present, min Jie and other top states of the United States have enough confidence in reform.

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< p > "for us, we will not die now, and may still be alive, just holding this idea".

Min Jie said, of course, the confidence of the United States is largely due to the firm determination of the founder and chairman of the United States, Zhou Chengjian. "In the circle of clothing, Zhou is always a person who is innovative and demanding, who is very demanding on himself and his team. But in the age of change, such a person is needed. His severity is a great spur and help. Once he recognised things, he would not relax, and he did not care about investment because money was a secondary demand for him."

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< p >. Next, let's take a look at what min Jie has been busy with in the United States last year, so far: < /p >

< p > create experience shop < /p >

"P", since last year, the United States has promoted many businesses including store renovation, WeChat, Bong, APP and so on.

Because there is no mature mode to learn, the United States must rely on its independent research and development capabilities to customize the relevant systems.

IT Department has 150 people, nearly half of which are developers. In addition to ERP is SAP, BOFT, APP, POS and other pformation are based on their own development capabilities, customized according to their own business needs.

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< p > in the pformation of many contact points in the state of the United States, the biggest pformation effort is the pformation of stores.

In March 29th this year, mupon's Chongqing Xinhua International store opened another big store, as a new round of reform test store. The reason that mupon chose Chongqing's store was that mupon found that the active population of the mobile Internet was actually in the two or three line city, and the area of this store was also suitable for experience stores.

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What inspiration is there? It's not surprising that there are coffee shops in many clothing stores in South Korea, South Korea. There are special coffee areas on each floor of the department store in South Korea. At the same time, the reasons why these experiential consumption are added to the big store are: first, these experiences are suitable for large stores; the two is that the United States does not care how many stores they have opened, but that they interact with consumers in the way they prefer, whether coffee bar or book bar, which is to increase the length of stay in the store, increase the contact point, and ultimately remind consumers to remember the thing in the United States, and think of the aroma of coffee. < p > Chongqing Xinhua International store and Shanghai Yanqing store have the configuration of coffee shop and bookstore. Where is the initial inspiration for these experiential settings?

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P has also made several improvements at the Chongqing Xinhua International Store: first, upgrading the shopping guide to fashion consultant, highlighting the attributes and tastes of the service; two, it will be carried by the consumers freely in the way of Pad, which is carried by the shopping guide, mainly because of the need of information secrecy and active service; three, the backstage improvement has been completed, the store goods and other channels have been shared, and the B2C logistics warehouse has been pformed.

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< p > in order to shorten the consumer's consumption path, Smith Barney will pform the POS system of Xinhua International store, and consumers can complete the payment of goods through WeChat scan code and Alipay's two-dimensional code.

From the feedback from the scene, consumers pay more attention to the sweep code payment, and 10% of consumers choose to scan the two-dimensional code for payment. This method is popular because consumers can also retain the electronic stubs of the small ticket, so they do not need to carry paper tickets for the replacement service.

In fact, the way of store scanning is becoming a way to attract new members. By scanning the two-dimensional code lottery, instant exchanging prizes and other ways, it arouses the active participation of consumers, and is becoming the main source of WeChat's members.

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"P" unexpectedly, the United States gave up some of its original equipment, such as giving up the setting of large screens at the store for customers to see the collocation, because they found that consumers prefer to buy single products, rather than being recommended in the store for collocation, while Smith prefers to comply with the wishes of consumers and do not give consumers too much pressure.

"Now stores actually need to do subtraction, for example, the effect of coffee bar is better than that of the book bar. If there are fewer visitors in the future book bar, it may give up the book bar settings."

Min Jie said, "today is still dominated by consumers, and the United States will constantly explore the changing needs of consumers, and continue to provide services to increase and decrease, rather than continuously providing services."

This is a clear change of thinking in the United States and the shift from traditional stores to Internet thinking.

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< p > whether or not there is a big change in store performance after the pformation of stores, Min Jie said, "I have always insisted that these improvements can not solve all the problems of today, and now more innovation can be seen as the layout of future capabilities".

He said frankly, on the one hand, the flow of tourists under the traditional brand stores is declining.

On the one hand, there are too few samples to prove the effect of the pformation.

At the same time, 100 cities hundred stores plan and steps will also continue to adjust with the feedback from the consumer market.

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< p > contact points of layout line < /p >

The P free border retail program also includes the online layout.

Since last year, min Jie and his colleagues have been busy with the layout of each contact point, including contact points such as state purchase network, WeChat, APP and so on.

It is worth pointing out that stores have brought a large number of members to online channels such as WeChat. At present, there are about 600000 WeChat members in the United States. According to statistics, the number of WeChat accounts is the highest in the clothing category, which is the advantage brought by the United States brand and offline stores.

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< p > American bond's brand influence is playing an advantage on the online layout. The conversion rate of APP is the highest in terms of the conversion rate of every contact point on the line, and the United States has not done too much promotional action. It mainly relies on the download of the state purchase network and the browse of WAP commercial city in the WeChat public number. The downloading of APP is close to 1000 people per week, bringing tens of thousands of yuan income per day. It is hoped that the revenue from APP will reach the end of the year, and this year it is expected to occupy 20% of the state purchase network.

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Less than P, the United States prides itself on the fact that in the early days of the United States, when the deployment of these contact points was made, the state purchase network was used as a trading platform as a platform for providing backstage services, and consumers could trade through WeChat and APP. Eventually, they would enter the state purchase network to complete the paction. Last year, the revenue of the state purchase network was close to 2 hundred million, higher than that of Tmall flagship store.

At present, the United States has realized the sharing of stock information in the background system, and the process of sharing and exchanging and the pformation of services are being carried out in depth. Next, the stores in the United States will launch the services that can be exchanged for goods on the Internet.

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< p > the intention of the United States to create boundless retail is to provide members with boundless retail service and experience.

For this reason, the United States has made great efforts in technology to reach this goal through technology.

At present, members are recorded from the back office of the United States of America, no matter from WeChat, APP, or from the PC terminal's state purchase, Tmall mall flagship store, etc.

At present, there are about 600000 members of WeChat, and the members of Alipay also have hundreds of thousands of orders of magnitude. At the same time, there are millions of members of the offline members and the State purchasing network.

The United States categorized all the data into a unified data management platform, and analyzed the data through its own data analysis team. Finally, the members were carefully classified, through data mining of consumer behavior, to identify customers from different contact points, so that each member will see different product pages, so as to prepare for further precision marketing.

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< p > unlike the costumes, the United States has been moving faster since last year. The pace of its development is relatively fast. There are several advantages. First of all, the United States has insisted on the direct sales mode in the early years, accounting for about 50% of the direct sales, which is significantly higher than that of other domestic enterprises in the same industry, and the channel of joining is also relatively flat.

Secondly, the United States launched a unified store operation system in all stores in the early years, and unified online system layout, which made the United States have the innate foundation in integrating the entity store system, e-commerce retail system and supply chain management system. Finally, the United States rationalize the franchisee's interest sharing mechanism internally, and the United States regards franchisees as a joint venture partner rather than a franchisee.

For example, when consumers enter a state buying network through a contact point, they see the same thing as state buying products, but consumers see the promotion engine from local sales promotion activities.

In the future, how to fully realize the mode of joint operation will increasingly rely on the ability of the system to promote the standardized output management.

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< p > Min Jie thinks that the essence of retail is the standard and duplication, and the success of UNIQLO is also derived from it. But now the United States is still building the standard.

For example, on the issue of shopping guide tools, the United States once promoted the shopping guide through the measures of adding customers to WeChat friends. Many feedback from the shopping guide was that many shopping guides sent messages to customers after customers left the store, and the result was pulled black.

Finally, Smith Barney gave up this function on the Pad of Chongqing Xinhua International store, and positioned Pad in the shopping guide to provide customers with service in the store.

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > brand > /a > the problem that needs to be solved is: first, you should look at the problem from the user's point of view; second, you must read the consumer; third, show what the consumer wants.

Min Jie said, "everything that we do today does not have to solve today's problem. If all the experience of mobile Internet is to make consumers buy directly, it will be very terrible."

He said that now every step is cautious, because the two purchase rate of consumers to stores is decreasing. The current expectation is that consumers interact with each other through various online contact points, and then constantly observe the response of consumers to touch these contacts.

With the release of consumer demand in 2014 and the deepening of reform within the United States, the future development of Smith Barney still has room for imagination.

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