Preface: E-commerce is becoming more and more a lifestyle for people. In the tide of e-commerce development, Quanzhou is brave enough to surf. The enterprises above designated size in our city are gradually involved in e-commerce, and traditional enterprises have “touched the net†one after another.
Judging from the current industry distribution of e-commerce websites, the shoe and clothing industry ranks first. Nearly 70% of Quanzhou shoe and apparel companies are involved in e-commerce. So how do traditional companies do e-commerce, and how difficult it is for ordinary traditional companies to do e-commerce. In this issue, the “Finding Quanzhou shoe clothing industry e-commerce power†interview team will lead everyone into the electronic keeper of the baseball player Chen Lishan. Look at how the newly graduated little girl started to e-commerce from sprouting to a step-by-step start of a baseball player's online "swing."
Baseball player e-commerce executive Chen Lishan
Baseball player's starting point for e-commerce The baseball player brand has been established since 1986 and has a history of more than 20 years. Starting from a small workshop, it is now a modern enterprise integrating the development, design, production and marketing of casual shoes for men and women. The “baseball player†products are based on the concept of lifestyle and leisure and promote comfort and value for money. At present, sales outlets have covered all parts of the country.
Like most Shishi local traditional businesses, baseball players have barely learned a lot about e-commerce. For Chen Lishan, who has just graduated from Zhuhai, she has long realized that online shopping is becoming more and more a lifestyle for people. It is a big trend for companies to do e-commerce. Chen Lishan proposed to the company and resolutely decided to establish an e-commerce department. This was strongly supported by the company.
Of course, this is not an easy commitment. This decision means that for a newly graduated little girl, it will be more challenging and stressful. The majors studied by Chen Lishan University are not e-commerce but statistics. There are not many online shopping experiences. Work experience is only part-time at school. To make e-commerce because of the responsibility shouldered, we must do our own brand better, and we must contribute to the e-commerce of Shishi.
Prior to the preparation of the e-commerce department, Chen Lishan spent a lot of time preparing. From the relevant data information to the status quo of traditional companies doing e-commerce, before and after Chen Lishan spent two or three months to study. Because it is a student of statistics, it is relatively handy for data analysis. Through research, it has been confirmed that the e-commerce field is a huge sales market, and traditional enterprises are paying more and more attention. Li Shan is also increasingly determined to be an e-commerce firm and a small team of three e-commerce companies has been established.
The "first stroke" of failure
The e-commerce team has been formed in a hurry, but the three are not professional, they are groping their peers' experience, and they continue to analyze and summarize. Due to the lack of adequate experience and professional electric merchants, the start of a baseball player is not smooth. Chen Lishan talked about the experience of baseball players selling their first business online.
This first sale of business really impressed her. Recalling the time when a customer photographed the product, he immediately indicated that he had taken the wrong product and requested a refund. After the conversation, the customer said that he needed to quickly refund the money before he could take another product. Due to the lack of experience at the time, the e-commerce staff of baseball players did not seriously check the information. Unexpectedly, the customer wrote the seller’s shortage in the reason for applying for a refund. According to Taobao’s rule, the seller’s shortage would be subject to a 30% penalty. The first business ended with a penalty.
In addition to this, there are products that have been damaged after being vandalized. The company’s security has not been confirmed before it is signed. The customer insists on the quality issue and can only be refunded. These experiences made Lishan's e-commerce team aware of the importance of knowing the rules of Taobao.
"In the process of contact with e-commerce, we have explored through our own, continuous exchanges and learning. Although we have suffered a lot of setbacks, but in the process also let us gain a lot of valuable experience." Chen Lishan sincerely said To.
In the failure to accumulate experience, the e-commerce team of baseball players is also growing up step by step. From the initial 3 people, we have developed a stable team of 15 people. Because of its remoteness, the formation of a team is not easy. Some people feel that their location is inconvenient and they do not want to come.
In this regard, Chen Lishan put forward her own view, “E-commerce workers must first understand the product, and the best way to understand the product is to place the office near the design room or workshop. Therefore, I still believe that the current e-commerce team's office Arranging in the company's headquarters is the most appropriate.†Although the e-commerce team office is located in the factory, although it is difficult to recruit people, people who are willing to stay are all those who want to work and are willing to work together, so this team can take a step by step Stabilize.
The online platform is intended to create a brand image For many local shoes and apparel companies in Quanzhou, the purpose of the initial development of e-commerce is to eliminate the backlog of physical inventory. Talking about this, "the baseball player's e-commerce is mainly positioned as a brand image promotion, there is no such thing as digesting inventory." Chen Lishan said.
Traditional companies involved in e-commerce will face the issue of the coordination of sales between the two channels on the offline line. In order to avoid the impact of online sales channels on offline sales, from the very beginning, baseball players launched special online payment products and sold some quarterly products. Online channels do not sell new baseball players this season. As a result, the online and offline channel conflicts have been resolved. In addition, considering the interests of physical stores, even if they are out of season, the online price of a baseball player will not blindly push down the price discount promotion.
Baseball players who are on the high end of the line have also been carefully considered in the price of special funds for the Internet. "The prices of online and offline products will not be much different, and they will be controlled between 50-100 yuan. Relatively speaking, the products peddled online will make more profits." Chen Lishan said.
With nearly a year of development, baseball players have now entered many online sales platforms such as Tmall Mall, Jingdong Mall, Joyo.com, and Ule. Regarding the development of future e-commerce for baseball players, Lishan said that he will consider third-party services. We also prefer to see this team grow up with baseball players. (Global shoes network electricity supplier channel)
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