Tmall Cost Ya Ya Lida Electricity Supplier Channel Sales Of 3

At present, the net sales channel of the company is mainly Tmall, which accounts for 40% of the sales volume of the whole network.

Alida's sales growth in vip.com is also very large. At present, it is basically flat with Tmall.

Other electronic business platforms including Taobao, Jingdong, Dangdang and No. 1 stores accounted for 20% of the total sales.

Compared with the lower cost Jingdong and the vip.com with the addition of 28 points, no need to promote expenses, and merchants to take charge of products, Tmall's flagship store has a higher promotion cost.

Excluding logistics costs, the promotional expenses paid to the platform for collection, drainage, drilling and so on are 13%~15%, plus commission.

The cost of Tmall accounts for almost 30% of the total sales.

At present, the cost and net profit margin of the two channels are basically the same.

The electricity supplier platform is currently in the stage of horse race enclosure, with fast growth rate and high gross profit margin, and the initial investment in buying traffic and participating in marketing activities is correspondingly higher.

This spring, Ya Li Da focuses on the layout of O2O.

Wang Pu, assistant chairman of the company, said: "the pformation of traditional enterprises is a big headache for the electricity suppliers."

As a result, the online and offline products of Ya Li Da are developed by two independent teams, striving to distinguish between design and price.

As Tmall encourages its entry into the flagship store, there is more online synchronization between the upper and lower shelves, which helps to direct the purchasing power under the line. The Tmall flagship store also has 40% lines of online and offline synchronization, which is also consistent with the price.

In order to prevent the impact of the electricity supplier on the physical store, the company strictly prohibits the sale price below the line.

There are more than 1700 stores in the country, accounting for 2/3 of total sales.

However, in recent years, the capital investment in the expansion of new offline shops has been increasing. The decoration of storefront, the purchase of models and props, and the rising of wage level of shop managers all determine the cost of physical stores is hard to be compressed.

Under such circumstances, it is the general trend for enterprises to carry out the business of electronic commerce. The parallel development of online sales platform and physical stores enables enterprises to walk on two legs and move forward faster.

For the advantage of the brand development of trousers industry, Wang Pu believes that

Category compared to the whole category.

E-commerce business is easier to make breakthroughs.

But on the other hand, for all offline apparel brands, the impact of online channels on offline channels has to be taken seriously.

Wang Pu likened the collision of the two to the "left and right sides".

For a long time to come, how to avoid this change and even lose both sides in the fight against each other, and to achieve the purpose of strengthening both hands is an important issue before all clothing brands.

In addition to the increasingly high cost, the spread of counterfeit goods on the Internet platform is also a big problem.

Wang Pu pointed out that at present there are some shops that copy the brand of Ya Li Da, and some businesses adulterate fake goods in real goods, which have caused great damage to the rights and interests of the flagship store.

However, from the perspective of enterprises, it is very difficult to collect fake evidence online, and costs a lot, which makes Alida feel helpless at many times.

In addition, consumers' weak sense of brand and poor awareness of rights protection are not conducive to the development of counterfeiting.

However, in recent years, e-commerce has been greatly improved, the platform has increased the impact of intellectual property rights infringement, the Tmall market has been continuously purified.

This is a good news for all clothing brands.

In addition, Ya Li Da's self operated e-commerce website is preparing for the test.

But Wang Pu pointed out that proprietary platforms have no advantage over the third party platforms in attracting traffic and so on. It may take a longer cycle to achieve profitability.