线上线下的融合摸索

     看到《天下网商》的一篇文章,解释了当下线上线下的融合之痛。未来很美好,但现实很残酷。三种模式:甩库存、O2O、自建品牌,引发我们思考。

    电子商务代表了未来。这句话,现在很少有人会反驳。但是电子商务到底代表了怎样的未来?电子商务的未来又是怎么样的?相信没有人能够真正讲清楚。

实践出真知,大家都在各自摸索。

     最理想的情况,当然是电子商务与传统的商业体系实现无缝对接。对于中国众多的特许品牌来讲,打通线上线下的利益链条是最大的难题。

     国内服装行业在这方面探索最早的应该是佐丹奴。2003年12月,佐丹奴官网就已上线,通过ERP整合,佐丹奴将产品和用户在线上线下打通。2008年,佐丹奴在物流环节与线下物流网络实现共享,电子商务可以利用线下仓储就近发货。

     真维斯的电商策略与佐丹奴相似。真维斯也是采用线上线下相结合的O2O模式,物流由传统业务的物流部门负责,从全国13个区域大仓中选择就近发货。而比佐丹奴更激进的地方在于,真维斯将电商的业绩基于地理归属完全地划分给了线下的13家销售分公司,公司的电商部门只收取来自这13家分公司的返点。通过这种方式,真维斯真正实现了利用电商服务传统商业。

     但佐丹奴与真维斯的案例并不能照抄过来套用在男装品牌上。佐丹奴与真维斯的直营比例非常高,均超过70%,这使得它们在拓展电商业务时,来自利益分配方面的阻力更小。同样重要的是,休闲服装品牌本身的价格就不高,大众化的价格使其在线上也能够很容易地被消费者接受。

     本土商务休闲男装在这两方面的条件都不具备:直营占比依然较低,商品价格相对较高。所以,商务休闲品牌不可能直接复制佐丹奴和真维斯的发展路径。

     在销库存这个权宜之计过后,部分男装品牌开始了线上线下融合的探索。

     从销库存到开发网络专供品,再到尝试线上线下融合,这是马克华菲的电商发展路径。在融合路径的选择上,马克华菲电商负责人王育文的策略是分阶段、分品牌把摊子铺开。马克华菲选择了公司旗下盘子较小、直营占比较高的SHAKE进行O2O尝试。

     除了后台的系统对接、仓储打通外,关键的是如何平衡线上线下部门间的利益。马克华菲目前的解决办法是,利益共享、费用共担。线下传统业务部门继续按照传统方式考核,而电商业务短期只考核销量而非利润。

     O2O联动也是七匹狼电商的终极目标。七匹狼提出的电商“五步曲”分别是品牌电子商务化、网络分销的门户、线上线下商品交易的平台、CRM品牌生态化体系、O2O联动。七匹狼目前已经基本完成了前两步的工作。

     经过这么多年的调整,七匹狼已经对加盟终端建立起了非常牢固的控制。2011年,七匹狼进一步提出了“理顺价值链,减少不合理的利润分配,使供应链向让利终端倾斜”的发展策略。从中不难发现,七匹狼所谓的“不合理的利润分配”即代理商环节。

     梳理好传统的代理加盟的利益链条以后,七匹狼也就除掉了打通线上线下商品交易渠道的最大拦路虎。

2010年5月,IBM为七匹狼提出了“商务云平台”解决方案。该方案的实施分两步:第一步为订单处理系统,实现电子商务与传统业务的ERP资源对接;第二步则是建立官方独立商城。

     七匹狼的官方商城在2012年下半年低调上线,目前还看不到七匹狼对该商城有任何的推广动作。从Alexa的流量数据来看,该商城的访问人数也不多,日均IP只有2400。但七匹狼在O2O道路上的基础都已经搭建好了。

     在甩库存和O2O这两种极端的上线方案之间,还有一条折中的发展途径:打造电商子品牌。

     上海劲购电子商务有限公司成立于2011年3月,该公司专门负责劲霸男装的电子商务业务。2011年,劲霸在天猫、京东上面开设了官方旗舰店,并于当年底上线了独立B2C网站。劲霸对电子商务的定位同样也是销库存。

     但是进入到2012年以后,劲霸将销库存的业务全部外包给了代运营商古星。劲霸自己的电商团队则专注于打造电商子品牌CNCN。

     2012年2月,劲霸专供电商的休闲子品牌CNCN上线。2012年10月1日,CNCN在天猫上开设了官方旗舰店。劲霸希望通过CNCN的探索,找到一条“线上优而线下”的发展道路。

     CNCN的产品价格更加大众化,大部分产品的价格都落在200~300元的区间里。店铺还提供较大力度的促销活动。但今年以来,该品牌在淘宝上的销量并不十分理想。

     九牧王的电商发展策略与劲霸如出一辙。Calliprimo(格利派蒙)是九牧王收购过来专门拓展电子商务的品牌,品牌定位为时尚潮牌。Calliprimo在设计上更加年轻化、时尚化,品牌的价格带相对于九牧王也有明显的下移。但与CNCN面临的同样的问题是,Calliprimo的销量也很小。

     虽然电子商务已完全地沦为了九牧王品牌的库存下水道,但通过对Calliprimo的尝试,九牧王公司依然在电商领域里埋下了希望的火种。

     休闲男装还远远未到讨论电子商务成败得失的时候。

     电子商务,才刚刚开始。

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