subject: Interpretation Of Sports And Leisure Clothing Brand To Open Up The Blue Ocean Strategy - Sports [print this page] Traditional enterprises, "Pathfinder" B2C, often that a piece of "experimental field" is a blank sheet, it is the actual "weeds." Unknown number of sources, including the small sellers Taobao platform, including sales, called "A cargo," "parallel imports", "goods" products in the online sale of hot. Despite the enthusiasm infuses the buyer, but complaints continue to line dealer, also blocking the brands to enter the B2C market's lead. Then, in the clothing industry, how to open up new implementation of "Blue Ocean Strategy" mean?
7 Wolf's chairman, once said Assistant Hu Jun, seven wolves, electronic commerce, the first done is to change the online channel, in the center with Taobao Legal Cooperation , The seven wolves about 30 a month to straighten out seven wolves are authorized without unauthorized use of trademarks or the name of seven wolves Shop.
2007, the just "the Internet" and Pathfinder will face this choice, also made the same decision. At that time, Pathfinder will be the exclusive online license to the agency for the Beijing landscape fashion company, fashion come out by the landscape, and the Taobao platform clean Legal Centre Pathfinder online sellers.
However, after a year of cooperation, Pathfinder online transactions and have not removed the "weeds" and the rapid growth of sales in 2008, only around 1 million failed to achieve the company's total retail sales 1 % target. As clean-up of the market and not put the appropriate sales policy, "weeding" acts contrary to combat sales of brand-line atmosphere.
In the not so hot Outdoor Trading range, the buyers and sellers under the Pathfinder's crackdown will focus on the CROCS international brands such as ineffective monitoring, in Taobao transactions Outdoor Network brand ranking, the Pathfinder is not the first brand into the same 10. Pathfinder after the establishment of e-commerce department, faced the first challenge is to restore the brand's online sales atmosphere, Pathfinder aware that relying solely on e-commerce brands online team can not account for all share.
2007, Lin served as theoretical Li Ning Director of e-commerce, this contradiction than 7 seems worse than the wolf and Pathfinder: nearly 1,000 of unknown channels such as e-commerce businesses in the Taobao platform, overwhelming the sale of Li Ning's products.
"Inception, we have an idea, the management of the network channels, there have been significant, we can not face the more than 1,000 Online Shop or recognize something." LIN Li told reporters. Online Shop on the network no one more than 1,000 management and standardized, completely fend for themselves, compete in a state of disorder. Sellers in the erosion of these benefits, while Li Ning, Li Ning brand has really brought to the online coverage.
To avoid the "clean up" the losses caused, but also avoid falling into the opponents with the 1000 competition between the passive, Li Ning chosen solution is through the "poor selling" type of authority, there will be a big selling power Home Narulining online sales system, and through the big sellers to affect the small seller, step by step to online channels to regulate them. According to insiders, is also a clean-up of online sellers, Li Ning will choose to sell stocks and other low-cost marketing tool, not forced consolidation.
"Many brands in the current e-commerce attempts, Li Ning's model can be said to be the most diverse." Wuzhou electronic commerce CEO Liang Kai told reporters. This was established in 2008 to help e-commerce outsourcing company, including Li Ning, Pathfinder, Belle and other brands to expand e-commerce business.
Li Ning's attempt to topics that will bring new options: the harvest. In fact, including Li Ning, and Pathfinder, including most of the traditional brands in China did not share too many benefits of online shopping market growth, how to cut into the market began to seize every opportunity, the negative into beneficial, is placed in the traditional brand in front of a very real business problem.
In fact, Li Ning, apart from e-commerce, Taobao Mall directly operated direct sales stores, there are more than 300 by the distribution, composition dealers online sales system, the Li Ning's official online shop operations, then to the five continents that e-commerce outsourcing company. Kai appears in the beam, Li Ning's purpose is to continually try to be different and learn online marketing, Li Ning, which is the main reason for the rapid development of e-commerce in recent years.
