EO Li Xiaoliang'S Double Channel Operation

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< p > in everybody's opinion, Bai Wuxi is a very unique brand.

On line, Bai Wu Xi dress has a strong Republic of literature and art fan, its clothing conveys firm, self and free values, which has won a big ticket "fans" to follow. In 2009, it has won the honor of Taobao's "ten big net goods brand" and "the most innovative brand".

What about online?

Bai Wuxi is the best shop in the original brand of Tmall, and every 20 stores are making a profit. The entity store under the line of Bai Wuxi is a collection department of life home department stores. At present, in the domestic market, Muji has been killing 100 stores and Li Xiaoliang CEO has recognized that this market vacancy needs a national brand to compete with it.

So he put forward plans to expand to 100 stores next year and expand to 200 stores next year.

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< p > < strong > "electricity supplier + entity shop" is not a general brand name "/strong > < /p >"

In 1998, Li Xiaoliang started his own business and set up an import and export company to export home products to Europe. P

OEM is fighting for costs. As competition intensifies, prices become more and more pparent, which makes Li Xiaoliang feel boring.

By the time of the financial crisis in 2008, the cost of OEM increased in Anhui, and the rise in the RMB exchange rate also made its profits much lower.

The crisis foreshadowed a turning point. Li Xiaoliang's real learning of brand retail operation began in 2008. At that time, a European customer failed to pay back about 1000000 Yuan due to the collapse of the financial crisis. This incident had caused him a great blow. He began to feel that only his own control channel could make the brand feel secure.

"I don't like being led by others, so I envy foreign brands, and foreign brands are not all big enterprises, but also some entrepreneurs. For example, just graduated students and two old people, they all have their own brand awareness, and domestic enterprises are doing OEM for them. This touches me very much and makes me have the idea of making my own brand."

In 2008, Li Xiaoliang began to try to do domestic market sales, starting from Taobao, and trying to open a physical store.

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In 2008, when p entered the electricity supplier, it began to try small entity store experience. In the whole pformation, it began to focus on home products, and then continued to increase categories, such as bags, shoes and clothing.

Clothing is the most easily consumed category, and now the clothing products of Bai Wuxi account for 50%.

The sales strategy of Bai Wuxi is not only to define it as a network brand, but also at the electronic business platform, because of the low price of online customers, Li Xiaoliang is worried that the online sale will become a cheap brand on the Internet.

Therefore, Li Xiaoliang never gave up efforts to expand online stores.

"Physical stores are more difficult than online shops, and online shops can soon shop, and the decoration can be completed in one day.

Business negotiations, site selection, decoration and recruitment will be slow, but it is necessary to make a brand.

The only difference between Bai Wuxi and other Amoy brands is that they are operating in real stores, and now they have successfully managed 20, and every household is making profits.

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< p > < strong > the pmission of values is very important. < /strong > < /p >

The difference between P and foreign trade "finding fabrics" is that it is all depend on the grasp and analysis of the market to make its own brand. After that, we have the courage to place orders for production and sale.

Li Xiaoliang believes that in addition to market analysis, the most difficult thing is to train designers.

At present, there are 10 people in the design team of Bai Wuxi. Because of the lower unit price on line, in order to adapt to the online rules, they are designing the next two goods on line.

The clothing of Bai Wuxi is the literary and artistic style of the Republic of China. In Li Xiaoliang's view, the popular styles of Han Feng and Europe and the United States are popular now.

In the 30s and 40s of last century, Shanghai was the fashion center of Asia. At that time, Chinese original brands had many potential kernels and culture. At that time, there were many blooming ideas, and a brand must be bloomed. Therefore, Bai Wuxi's "salute to the Republic of China Literature" is a tribute to the cultural genes of talented people in that era.

Li Xiaoliang believes that "the essence of clothing is selling values, and online products are easily copied. The value of the existence of" wuwuxi "is because the brand, the independent and firm opinions advocated by the brand core meet the needs of a certain ethnic group, not because of how much stronger Bai Wu Xi is than others.

In the future, consumers will be fragmented, fragmented and SNS oriented. In the future, they will also be divided together with people with similar values and attitudes towards life. Therefore, Bai Wuxi emphasizes the use of value proposition and philosophy of life to reflect products. Through products as media, some people who share the same values can find resonance and become fans.

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< p > < strong > "vertical SPA" is not the same collection shop < /strong > /p >

< p > Bai Wuxi is a collection store. Its products include clothes and living homes, and similar MUJI products in category planning.

"At present, businesses are focusing on making subdivision categories. Although Bai Wu West is a collection store, it seems to violate the principle of subdivision, but this subdivision is a subdivision of every category, such as bags only making cloth bags, shoes only made of simple materials, simple design shoes, and clothing based on original ecological cotton and hemp."

Li Xiaoliang introduced.

The difficulties encountered by the collection store on line are vertical subdivision. Under this category, if they sell a lot of weights, they will be considered unprofessional. Therefore, Li Xiaoliang will only sell clothing on the Internet, which is bound by online restrictions.

But the bondage has become an advantage, and is very popular with shopping malls.

The strategy of Bai Wuxi began to subdivide with the platform.

"Muji is the first thing in a collection store. Actually, there should be a brand to compete with it.

In 2008, we always wanted to be a Muji collection shop. This is a vacancy and a great market opportunity.

Business is like this. For example, PepsiCo has Coca-Cola, and KFC has McDonald's.

There should be a Chinese brand to share in the market and healthy competition, so Bai Wuxi will accelerate the investment in brand operation. In the past two years, the entity store will develop faster.

Li Xiaoliang also said that at present, the profitability of Bai Wuxi is very good.

It is difficult to make a solid shop without a few years' bedding. It takes time to accumulate from the decoration style, site selection, team and channel contacts and the relationship with the offline business circle.

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"P > expansion entity store" Bai Wuxi "also found a way of spirituality, its own" vertical SPA "system is self and join mode of interaction.

Bai Wuxi does not need tens of millions of dollars to go out. As long as we find partners, our employees will invest in them.

The franchisees under the management of this system will carry out according to the idea of Bai Wu Xi, regardless of system, display or order, all of them will be uniformly planned. Orders will no longer be determined according to the year or season, but will be ordered weekly.

Li Xiaoliang believes that in fact, it should not be divided into direct battalion or franchisee, but should be calculated according to the proportion of investment in this store company and franchisee, and the mode of operation should be the same.

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< p > < strong > democratic mechanism "pet" staff < /strong > /p >

Less than P, there are 70 people in the electronic business team, and there are 20 people in the offline expansion group.

The two teams are separated from each other, and there is competition among them.

Li Xiaoliang said, in fact, on the team building, the idea of "spirituality" and "encouraging the staff to be free" is the most important thing in the team building.

"A brand sells not pillows, fabrics, but value proposition.

A brand must be "attractive" to some employees so that they can have an independent mind.

Therefore, the team structure of Bai Wuxi emphasizes the separation of three powers, emphasizing flatting and democratic mechanism to ensure employee freedom, so as to avoid the restriction of administrative system or hierarchy and make employees feel depressed.

Li Xiaoliang's employment philosophy is that he does not like obedient employees, but rather likes employees who have their own characteristics. They can not fear their bosses, but can keep dogs to work. But they must have the spirit of contract and the goal of commitment must be achieved.

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< p > < strong > lay a solid foundation for solid store expansion. < /strong > < /p >

< p > according to Li Xiaoliang's idea, next year, the hundred Wuxi will expand to 100 stores and expand to 200 next year.

The next two or three years will be an important pitional stage for Bai Wuxi.

If the 100 stores are successfully operated, the whole team will face new opportunities and activate the expansion of the stores in the second tier cities.

"There are bottlenecks on the Internet. After selling five hundred million or six hundred million yuan, there will be problems with the low unit price. The online resource display rate is also limited.

And the physical store market has great imagination. I think there will be tens of billions of dollars in the market of the collection store.

Moreover, the operation of the entity store is changing, and the shopping mall has cut off the traditional clothing brand to pay attention to the experience part, and the gathering shop is experience heavy, and Bawu West is facing great opportunities.

Li Xiaoliang said that as long as there is no mistake in the second half of the year, the whole team will face greater opportunities next year.

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< p > the key point of the second half of this year is Li Xiaoliang's upgrading of products and systems.

Now he no longer likes to set sales targets.

In his view, sales data are a result, and the factors that affect the results are actually the rapid product design and supply chain reaction.

It is better to speed up the supply chain and design planning rather than setting an order.

In the second half of this year, the ERP system will be upgraded to more data.

"We are doing a lot of basic work at present. If we build the foundation well and build the system well, we will copy it very quickly. Now that 20 stores will open 100 next year, it will become very easy. The company also has this prediction.

For example, at present, the owners of 20 stores are making profits and will apply for another 3 or so stores. In addition, we have new business circles.

At present, it is mainly in the second tier cities or the shopping centers in the best business circle of the provincial capital city to open up shop, establish business relationship with them, try to avoid the Department Store button mode.

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