Love Online: A Sample Of Traditional Enterprises Entering E-Commerce

The launch of the "beloved" brand is the new attempt of the electronic commerce strategy of the love group.

Independent of the "love" brand product series, "love" has a specialized R & D system, mainly through the "buyer" in the global scope of rapid collection of design, product development by product development and quality and process control; in the production process, "love" most of the use of flexible production, through the integration of the love group itself and the third party manufacturing plant production capacity, small batch, multiple varieties to the market.

In all aspects of the value chain, because only through the Internet sales, "love" saves storefront expenses and personnel costs, and gets the maximum control on cost.

Therefore, although the price of "beloved" has changed the positioning of other high-end brands of Ai Group, and has followed the consistent standard of the AI group in terms of quality and technology, it can still guarantee a certain profit margin.

The first season of the "beloved" listing launched 600 SKU (the smallest stock unit). Although the single SKU sales volume is no match for the sales volume under the brand line, the number of SKU is almost the same as that of the new season.

By the end of 2010, in the absence of large-scale advertising, the "beloved" brand new product line has entered the top ten list of the online sales of the group.

In AI group, e-commerce is not only a channel to clean up inventory or discount items, but an important component of the group's future strategy.

"To make a brand is to move around the market, where consumers are going to open stores."

Zhang Jian explains love's understanding of e-commerce.

Love is currently on the Internet.

In addition to the group's official website, Taobao opened its flagship store and incorporated Taobao store. In addition, it also cooperated with vip.com, Xiu Xiu and Yintai network.

For Zhang Jian, these different websites and platforms are the channels of love in the Internet.

For different channels, products that love to sell will also be different.

For example, if you admire the official website, you will set up a boutique Museum, mainly to display new products for the new season, plus discount products, and the unit price is 300 yuan -400 yuan.

On Taobao, there are more discount items, and the unit price is about 200 yuan.

"What kind of products the channel sells depends on its positioning."

After more than ten years of retail sales, Zhang Jian has the right to speak.

Now, through the brand new brand of the Internet, Zhang Jian hopes to copy the influence of adoration on the traditional retail market on the Internet.

And the brand influence and word-of-mouth of more than ten years in traditional retail channels will also be the most valuable asset.

In the future, the effective interaction between the online and offline resources of the love group will make the e-business strategy more imaginative.