Metropolis Beauty Touches The Net Localization Entire Channel Member Marketing

< p > the underwear brand city beauty who has been listed in Hongkong in the first half of this year and plans to raise about 200 million dollars has maintained a relatively good growth in the past few years. In 2013, the number of stores has exceeded 5000. However, it feels a sense of crisis in the fast tide of the Internet, and also plans to plan the electronic business platform as the traditional retail enterprises.

< /p >

< p > however, the electricity supplier in the city beauty company has changed its name to the "full channel member marketing".

In recent years, urban beauty has found that the traditional ways of defending members, such as telephone and text messages, are now getting lower and lower. The loss of members is serious. If we can provide better online integration management, exchange and client mode, we will have great benefits to activate members.

< /p >

< p > "we are providing a more comprehensive shopping channel for members," said CIO, a city beauty. "Members can be bought online or in stores."

We only provide a possibility for members to purchase, a better service around members. "

< /p >

< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > Electric Business > /a > stir up "O2O" mode. Sha Shuang thinks there is no such concept.

Whether online or offline, it is fundamental to provide members with a channel to buy.

Sha Shuang hopes that the data generated by tens of millions of members of the city beauty can be systematized so as to provide better products and services.

< /p >

< p > Sha Sha believes that there are not many choices for traditional enterprises to develop e-commerce, mostly for self built platform marketing or cooperation with mature third party e-commerce platform.

Either way, the real core lies in the positioning of the role of e-commerce.

< /p >

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > traditional retail enterprises < /a > Enter e-commerce. Some enterprises will lower the price of online commodities in order to expand their online businesses, which will cause great impact on the interests of offline stores or franchisees.

There are also enterprises that choose different brand new products from online sales and offline, which results in confusion of consumers' brand cognition.

< /p >

< p > urban beauty is also a traditional enterprise. In the process of exploring e-commerce, it is also faced with the problem of online sales hitting offline.

< /p >

< p > urban beauty solves the problem of selling goods after deducting operating costs, and all profits will be allocated to registered stores.

Sha Shuang introduced the urban beauty business platform operation assumption: "the electronic business platform is only to maintain operation, profits are returned to franchisees."

< /p >

< p > according to the calculation of Sha Shuang, on average, every 100 yuan sold, after deducting the cost of goods and the operation cost of the electronic business platform, the profit that can be allocated to the distributor will be around 15-20 yuan.

< /p >

< p > because all the operation processes are operated by the parent company, from stocking to selling to shipping, the franchisee will get a simple profit.

< /p >

< p > "this way can reduce store inventory pressure and financial pressure, and reduce the risk of backlog."

Sha said that stores enjoy their interests as well as their obligations: "stores can focus their energies on new stores and development members, as well as consulting, experiencing and selling services to members."

< /p >

< p > according to the introduction, < a href= "//www.sjfzxm.com/news/index_c.asp" > urban beauty < /a > electronic business platform, except for the core part, will be mainly operated by outsourcing mode.

The server will be hosted on the cloud server, and logistics will also be handled by a professional logistics company.

< /p >

< p > "the core business mode, process design and key node management of the city beauty business platform are all managed by ourselves, all of which are outsourced to professional teams."

Introduction to Sha Shuang.

At present, the city beauty has set up a "New Technology Ministry of Commerce", which is responsible for information operation. At present, there are 18 employees.

< /p >

< p > in fact, since 2012, the urban beauty has begun the construction process of e-commerce. The initial effort is concentrated on the backend commodity management platform.

< /p >

< p > this platform will be the management of the whole company's commodity circulation, including the execution of sales, shipment, store replenishment, etc., and will provide suggestions for store purchase and sale based on the data of the future stage.

< /p >

< p > it is reported that the investment of urban beauty business platform has exceeded 20 million yuan, and will continue to invest and improve later, but there is no specific on-line date.

< /p >