Difficulties: How to transform traditional industrial advantages into network advantages Response: Use industrial thinking to create a new online brand and follow the strategy of "making profits while investing while producing". Effect: BONO from a single business men, changing to a full range of men's fashion design, and then from the line to the line, opened the store, twists and turns, still in trial and error. In August 2009, when a reporter called Fang Xiaobo, secretary of the board of the Annunciation Bird Group, to interview the good news about the good news of e-commerce, the other side said "we are still not doing enough well!" And are unwilling to talk about it. Compared with the grand announcing that the good news bird of the two years ago declared its entry into e-commerce, such an answer appears too low-key. Open good news bird e-commerce site, the page shows the "good news Network Mall upgrade, temporarily closed," and then jump directly to other pages. In Sina, Sohu, Netease, End of the World and other online direct marketing brand contested areas, also can not see any promotion of good news bird. The good news bird's main attack e-commerce BONO, but also from the online go down, opened the Carl Bono and Bono Tailor these two different positioning custom shop, started a "network + entity" business. Patron or fetters? Before and after 2007, PPG, such as a whirlwind swept the garment industry, the entire industry have been brought by the shock of e-commerce. At this point, subordinate to the Good News Bird Group Shanghai Bao birds costumes are ready to go. On August 16 that year, the good news bird was successfully listed on the SME board of the Shenzhen Stock Exchange to raise funds of 302.4 million yuan, becoming Wenzhou's first listed company in the footwear industry. A week later, the bird brand officially released BONO brand, officially launched EBONO e-commerce website on October 8, began the online direct sales business men's road. As soon as the news came out, there was a lot of discussion in the audience. Proponents argue that BONO will be the "disruptor" of online sales as it has three core competencies relative to other "light companies" doing clothing direct sales: one is the ability to design and develop independent products, Team; Second, the control of industrial resources, backed by Newsix Group, with first-class fabrics and accessories suppliers work closely; third is the backstage production capacity, the bird in Shanghai's Songjiang and Wenzhou in Zhejiang have two modern production bases and 10 world First-class production lines. These three points can guarantee BONO in product quality superior to PPG and VANCL network direct marketing brand. And compared to "heavy" Youngor's e-commerce, BONO has to be "lighter". Since 2000, the focus of the bird has been to customize the business, mainly for banks, cars, schools, offices and other customized wear, and there is no traditional stores and stores such channels, there is no network channels and traditional channels Conflict, into the field of e-commerce can be described as a relaxed. The reason for the opponents is also very good, because the traditional enterprises do not do the "gene" of e-commerce, the traditional enterprise transformation e-commerce in theory beautiful, but in fact completely infeasible examples too much. For example, BONO's so-called three core competencies in e-commerce is not worth showing off, first-class design team and first-class fabric providers do not mean the cost is low, and when the product price is too high, in online sales, There is no price competitiveness. Coupled with the previous bird is doing B2B business, in the field of B2C, not necessarily decent. VANCL CEO of the year said, "In theory, the good news is the easiest bird online sales success achieved; but in practice, the good news is the most likely failure of the birds. Businesses can not be as PPG, VANCL as the Internet marketing go all out, it also resulted in restrictions on its online sales platform. "Disadvantaged: From" single "to" all "Regardless of how the outside world controversy, BONO or irresponsible devotion to E-commerce torrent, began the first phase of the high-profile layout. In July 2007, Shanghai Bao Bird Textile Technology Co., Ltd., a joint venture invested by the Good News Bird Group and Shanghai Bao Bird Fashion Company, was established. Bao Bird Technology unifies the traditional channels and online direct marketing brands, and adopts BONO in English. August 25, the good news of the brand name clothing brand from the bird BAONIAO transfiguration BONO. Around October, BONO management team has joined the relevant personnel. At that time, the treasure bird dug up former CEO of Yahoo China executive Tian Jian, served as general manager of BONO network direct marketing brand. By the end of the year, the good news bird announced 80 million yuan to BONO. Everything indicates that the good news bird hope BONO in the field of electronic direct marketing and PPG crossfire, a big fight. However, six months later, the situation came a big reversal. The first is the departure of general manager Tian Jian, speculation in the world whether the good news to test water e-commerce failure, the Zhejiang Sino-Christian clothing Zhouzhong Zhong, chairman of the interpretation is given, "At the time hired Tian Jian, both agree, That is to help us rationalize the structure of direct sales and then take over by the former BONO management team who started out as a consultant in the company. "Tian Jian's position as general manager of BONO was due to management convenience . Regardless of its internal operations, BONO's new endeavor to get through the second phase of network marketing has been exhaustive. March 12, at BONO's press conference, BONO officially announced the start from a single online shirt direct sales, to do all men's clothing, fashion design to replace a single standardized product. At the peak of BONO's deputy general manager, he said publicly: "At the moment we have a 3: 5: 2 ratio of business, fashion and casual wear and in the future we hope to achieve a 2:5:3 look." This is equivalent to BONO's previous Completely pushed down the positioning of BONO in the beginning of e-commerce, business men is the dominant product, and in the future this ratio will not exceed 20%. It is said that five months ago, BONO executives held a meeting that was dubbed the "Zunyi Meeting" by insiders. At this meeting, BONO management intends to "fashion design" to replace a single business men. The problem, however, is that BONO has spent millions of dollars on this before running an ad focusing on the "business men's" brand. This change, before the millions invested in the equivalent of flooding. During this period, there is another news shock industry. On March 19, 2008, Good News Bird issued a notice on changing the use of funds and announced that it would replace the original total amount of 96,040,000 yuan for the investment in suits and shirts projects and the acquisition of 80% equity interest in Shanghai Baoji Garments Co., Ltd. . Analysts have made comments, this acquisition, this is the good news Bird Group hopes to expand the network channels to increase, including e-commerce and other new sources of income. Commenting on this comment, Fang Xiao-bo, secretary of the Board of Supervisors, said the good news is that e-commerce is a trend in the development of the industry, but the company has taken a steady strategy to this business. And said the business is not the core of the company's business development in the future, the strategy adopted is "while input-output edge profit." Due to different origins, BONO's e-commerce does not have the competitive advantage of VANCL in marketing. VANCL is a product of venture capital spawned three times a year financing of tens of millions of dollars, advertising overwhelming, BONO can not match the short term. Although the good news birds have also announced 80 million yuan investment in e-commerce, but from the various inputs during the period, perhaps to make a question mark. After all, venture capital money and entrepreneurs with their own money, the attitude is not the same. Although VANCL generous marketing investment, but its product prices are very low, as low as 68 yuan a shirt; and BONO's price is about 300 yuan. Therefore, BONO's strategy of "making profits while investing in the production side" and the price of products in the mid to high price doomed BONO, which once made a high-profile appearance, not only failed to catch up with the PPG, but also later VANCL also surpassed it. Sideways horse change: "online" to "offline" In the second half of 2008, "lead brother" PPG once negative news, development into a slow period. During the same period, BONO tried to get into trouble in the second phase and failed to meet the expectation that it had already raised the threshold of its competitors with "a strong background and high quality products" online at the beginning. It was forced to turn around and go from offline to offline. Three stages of exploration. BONO's offline store is divided into two brands, Carl Bono and Bono Tailor. The former is a high-level customization, the main gold-collar market, and Bono Tailor community custom shop in addition to carry out the relatively low price of fashion customization, then "both EBONO network experience center functions," online sales of clothing displayed and sold here, Consumers can intuitively feel the fabric clothing, workmanship and try on results, either directly or through the Internet. In an interview with the media, the peak repeatedly said that the combination of e-commerce and community custom shop model is to reduce costs, as far as possible to avoid financial risks, so there is no EBONO e-commerce platform to invest a lot of advertising, but to Part of the resources into the community custom shop construction, commercial buildings in the relatively cheap rent to open community custom shop. Its strategy is not difficult to see, BONO is trying to Bono Tailor community customized shop as a carrier to further expand the direct sales product line and service content, and network with direct marketing brand EBONO linkage, to achieve "community as a unit, a unified custom center, experience center And service center ". Here, you have to redefine "e-commerce." If you say that e-commerce is based on the Internet platform, online sales, then BONO is clearly deviated from the trajectory of e-commerce; and if the future of e-commerce is to take the "network + entity", then BONO seems to have been forced to go a correct the way. But the question is, is this e-commerce if the customer's sources and sales are done in Bono Tailor stores? This makes people can not help but think, the peak in the induction and the good news Bird Group Chairman Wu Zhize exchange. "BONO does not intend to place orders simply through the web, but to build the brand." BONO's back office will have a distinct advantage over the next three to five years after men's selling through the Internet has not had much price advantage. At that time, The traditional channel or e-commerce model, men's final market competition is still reflected in the brand. "Back to the beginning So, all the focus from good news bird how to do e-commerce, the shift to good news bird how to use e-commerce craze brand proposition Up In this proposition, good news bird did not succeed in e-commerce, it touches well advertised. First of all, before and after 2007, e-commerce was just like "one kilogram per mu" during the "Great Leap Forward," and it was on fire. Newsflag advertising strategy is this, August 16, 2007 Good News Bird Group listed on the Shenzhen Stock Exchange small plates, August 25, the official release of its brand of birds on the BONO brand, October 8 officially launched BONO Electronics Business website, in March 2008 to buy another 80% stake in the bird, the bird once again return to the good news Bird Group. As a result, the good news bird in the annual performance table in 2008 shows that in 2009, the good news bird operating income of 960 million yuan, an increase of 105.55% over 2007. The main reason is that Shanghai Bao Bird Garments Co., Ltd. was included in the scope of consolidation. The continuous brand building expanded the brand awareness and reputation, the steady expansion of sales network and the expansion of sales volume. As the added value of the brand brought the product price increase, Gross margin and so on. In the channel business, the bird itself is to carry out custom business. BONO business with the expansion, with a series of pre-e-commerce into the exposure, the renamed the new brand suddenly increased dramatically. At the same time, combining with the craze of building economy, we launched a line shop and conducted substantial business expansion. From now on, the good news bird to use BONO into the new channel, BONO eventually take the "online + entity" line, in fact, the traditional clothing enterprises to explore the tortuous e-commerce miniature. Because the traditional brand clothing to carry out e-commerce has two problems, one is the conflict with the traditional channels, such as the regional agency system, and then go through the network channels, manufacturers and the original distribution of interests between agents there will be conflicts; the second is Essential properties of high-level clothing determines the suit suits very stress fit, online sales can not meet this basic requirements. Good news for the brand to test the water brand, you can avoid the first problem; and BONO from the line to the line, appears to solve the second problem, but if the sales activity is mainly done in the store, it may not call Electronics Business. Of course, perhaps the business itself does not care what is the carrier of sales activities, as long as the things sold out, that purpose has been reached.