ï»?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 中国¾Uºç»‡æœè£…品牌¾|?/title> <meta name="keywords" content="" /> <meta name="description" content="李来斌第一‹Æ¡å’Œé©¬äº‘见面æ˜?òq´å‰åQŒå½“时他22岁,时ä“Q水星家çh电子商务部经理。那æ˜?008òqß_¼Œæ°´æ˜Ÿå®¶çh作äؓ½W¬ä¸€æ‰¹åŠ å…¥æ·˜å®å•†åŸŽçš„家çh品牌åQŒå‚加了淘宝五周òq´çš„‹zÕdŠ¨ã€?‹zÕdŠ¨ä¸­ï¼Œé©¬äº‘来到了水星家¾Uºçš„展览馆。马云问他:“现在店é“ÞZ¸€ä¸ªæœˆé”€å”®é¢å¤šå°‘åQŸâ€ä»–回答åQŒâ€œä¸€ä¸ªæœˆ7万左右”。马云半开玩笑说道åQ? /> <link href="/templets/textile/images/style.css" rel="stylesheet" type="text/css" /> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"><meter id="9pptp"><delect id="9pptp"><address id="9pptp"><sub id="9pptp"></sub></address></delect></meter><th id="9pptp"><rp id="9pptp"><dl id="9pptp"><delect id="9pptp"></delect></dl></rp></th><rp id="9pptp"><font id="9pptp"></font></rp><ins 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style="width:580px;border-style: dotted; border-width: 0px 0px 2px 0px;border-color:#816012; "></div> <div id="bodyimg" style="line-height:22px;font-size:14px;color:#333;letter-spacing:1px;width:560px;padding-top:20px;"><p style="text-align:center;"><img src="/uploads/images/20170329/14907513865495.jpg" title="1490667650545.jpg" width="500" height="296" border="0" hspace="0" vspace="0" style="width:500px;height:296px;" /><br /></p><p style="text-indent:2em;">李来斌第一‹Æ¡å’Œé©¬äº‘见面æ˜?òq´å‰åQŒå½“时他22岁,时ä“Q水星家çh电子商务部经理。那æ˜?008òqß_¼Œæ°´æ˜Ÿå®¶çh作äؓ½W¬ä¸€æ‰¹åŠ å…¥æ·˜å®å•†åŸŽçš„家çh品牌åQŒå‚加了淘宝五周òq´çš„‹zÕdŠ¨ã€?/p><p style="text-indent:2em;">‹zÕdŠ¨ä¸­ï¼Œé©¬äº‘来到了水星家¾Uºçš„展览馆。马云问他:“现在店é“ÞZ¸€ä¸ªæœˆé”€å”®é¢å¤šå°‘åQŸâ€ä»–回答åQŒâ€œä¸€ä¸ªæœˆ7万左右”。马云半开玩笑说道åQŒâ€œé‚£å¤ªå°‘了,以后˜q™ä¸ªæ•°å­—后面臛_°‘会加两个é›Óž¼â€ã€?/p><p style="text-indent:2em;">时至今日åQŒåº—铺月销已经˜qœé«˜äºŽå½“òq´é©¬äº‘口中的数字åQŒæŽæ¥æ–Œä¹Ÿæˆä¸ÞZº†ä¸Šæ“v水星电子商务有限公司æ€È»ç†ã€‚在他心里,“家¾Uºæœ¬æ¥æ˜¯ä¸€ä¸ªä¼ ¾lŸäñ”业,而水星想把它打造成为时ž®šäñ”业。â€?/p><p style="text-indent:2em;">凭借大力投入的研发端和快速反应的供应链优势,水星家çh现在被称作“家¾Uºç•Œçš„zara”——每òq´ç ”发近3000‹Æ¾äñ”品,其中1/3投入生äñ”åQŒæ¯æœˆä¸Šæ–°å°†˜q?00‹Æ¾ï¼Œä»¥æœ€¾læµŽèµ¯‚®¢é‡ä¸‹å•ã€‚每‹Æ¾äñ”品的下单和翻单,都经˜q‡ç³»¾lŸç§‘学的数据分析åQŒç¡®ä¿å¹´åº“存周è{率超˜q?‹Æ¡ã€?/p><p style="text-indent:2em;">ZARA一直以来都作äؓ快时ž®šç•Œçš„一个神话,15天从设计到出货的效率ä¸ÞZh¿U°é“åQŒè€Œå®¶¾UÞZñ”品由于有着更äؓ复杂¾Jççš„å·¥è‰ø™¦æ±‚,å‡ø™´§æ—‰™—´ä¸Šæ…¢äºŽå¿«æ—¶å°šæœé¥°åQŒä½†æ˜¯åˆ©ç”¨çº¿ä¸Šæ•°æ®çš„支持åQŒæ°´æ˜Ÿèƒ½å¤Ÿå¯¹å¸‚场喜好做出快速反应,最¾lˆåœ¨ç”Ÿäñ”和销售之间找到åã^è¡¡ã€?/p><p style="text-indent:2em;">2016òqß_¼Œæ°´æ˜Ÿå®¶çh的线上在售款数已¾lè¶…˜q?000‹Æ¾ï¼Œä»…天猫åã^台的销售额ž®±æœ‰5.6äºÑ€?/p><p style="text-indent:2em;"><strong>家çh电商的开垦è€?/strong></p><p style="text-indent:2em;">受制于äñ”品特性,¾U¿ä¸‹é—¨åº—对于家çh床品的完整展½Cºé›†ä¸­äºŽçƒ­é”€çˆ†æ¬¾åQŒâ€œä¸€èˆ¬äñ”品”要么包装整齐的íwºåœ¨è´§æž¶ä¸Šï¼Œè¦ä¹ˆå’Œä¼—多款式一起叠èµäh¥é™ˆåˆ—。但¾|‘络å…ähœ‰å¤©ç„¶ä¼˜åŠ¿ã€‚对于水星来è¯ß_¼Œç”µå•†èƒ½å¤Ÿæ‰¿æŽ¥å…¶ç±»ä¼¼ZARA的繁多äñ”品以及出货、更˜q­çš„速度。这一点,¾U¿ä¸‹ä¸èƒ½åŠžåˆ°ã€?/p><p style="text-indent:2em;">2008òqß_¼Œæ°´æ˜Ÿå¼€å§‹å¸ƒå±€ç”µå•†åQŒæˆä¸ÞZº†æœ€æ—©ä¸€æ‰ÒŽ·˜å®å•†åŸŽçš„家çh品牌。“当时电商已¾lå—åˆîCº†æžå¤§çš„关注。我发现˜q™æ˜¯ä¸€ä¸ªä¼ä¸šè{型升¾U§çš„æœÞZ¼šã€‚”李来斌告诉天下¾|‘商åQŒâ€œä»…靠传¾lŸçš„¾U¿ä¸‹é—¨åº—式销售赢得市场,ž®†éš¾é€ƒè¢«æ·˜æ±°çš„命˜qã€‚â€?/p><p style="text-indent:2em;">同一òqß_¼Œæ°´æ˜Ÿç”µå­å•†åŠ¡éƒ¨æ­£å¼æˆç«‹ã€‚作为家¾Uºç”µå•†çš„开垦者之一åQŒæ°´æ˜Ÿé ç€¾U¿ä¸‹˜qè¥çš„经验和先机优势åQŒåŒòq´çš„销售额ž®Þqªç ´äº†1000万,‹Æ¡å¹´˜q˜è¢«è¯„选äؓ“阿里巴巴全球网å•?0强”ã€?/p><p style="text-indent:2em;">李来斌曾在接受媒体采访时表示åQŒâ€œæ¯”竞争å¯ÒŽ‰‹å…ˆè¡ŒæŒ£è„±ä¼ ç»Ÿçš„约束是水星家çh制胜的关键。一手是巨大的网¾lœå¸‚场,一手是骨肉相连的代理商åQŒå¦‚何抓住两个都不放åQŒç¡®å®žæ˜¯ä¸ªéš¾åº¦æžå¤§çš„考验。â€?/p><p style="text-indent:2em;"><span style="text-indent:2em;">但是电商之èµ\也不是一帆风™åºçš„。水星在˜q?0òq´çš„电商摸爬滚打中,既有令äh‹Æ¢æ¬£é¼“舞的成功,也有˜q‡å¤±è¯¯å’ŒæŽªæ‰‹ä¸åŠçš„时刅R€?/span><br /></p><p style="text-indent:2em;">2011òq´åŒ11åQŒç”±äºŽé”€å”®è¶…˜q‡é¢„期,å¯ÆD‡´ä»“储发货混äؕåQŒå¿«é€’仓库爆仓严重。合作的快递公åæ€Í时变卦,¿U¯åŽ‹çš„äñ”品全都发不出厅R€‚“当时即ž®†å‡ºè´§çš„产品面单都已¾lè„“好了。我只能又重新找快递公司接单,然后调动了集团其他部门工作äh员,èŠ×ƒº†3天时间更换面单。”那一òq´åŒ11åQŒåº—铺成交额ä¸?000多万åQŒå‘货折腾了1个多月ã€?/p><p style="text-indent:2em;">之后的双11åQŒæ°´æ˜Ÿå¸å–了教训。从IT¾pȝ»Ÿåˆ°å¿«é€’公司的选择åQŒå†åˆ°å…¨å›½åˆ†ä»“的布局都提前进行了准备。“部分预售订单,我们提前发到消费者最˜q‘的配送站点,因此我们åœ?天内ž®±å‘完了å?1的所有货物。”李来斌告诉天下¾|‘商åQŒæ°´æ˜Ÿä¼šå’Œå¿«é€’公司单独签订双11发货的合同,以防止旧事重演。虽焉™¢„售订单提前发货会有一定的风险和成本损失,“但是äؓ了提升速度和消费体验,水星愿意牺牲”。事实上åQŒä»ŽåŽå°æ•°æ®è§‚察åQŒè·‘单率òq¶ä¸é«˜ã€?/p><p style="text-indent:2em;"><strong>家çh如何时尚åŒ?/strong></p><p style="text-indent:2em;">家çh是家居类目中ž®‘有的标准品åQŒåœ¨é›¶å”®ã€ç‰©‹¹æ¨¡å¼ä¸Šæ›´äؓ½Ž€å•ã€‚但它和服装、快消品又有所不同åQŒæ¶ˆè´¹è€…购买频‹Æ¡éžå¸æ€½ŽåQŒç½‘¾lœçƒ­ä¼ çš„“国民床单”就是很好的佐证。一套的床品很多家庭可以用上十几òqß_¼Œç”šè‡³äºŒåå‡ å¹´ã€‚å› æ­¤äñ”品属性决定了家çh很难成äؓ一个时ž®šäñ”业ã€?/p><p style="text-indent:2em;">˜q™ä¹Ÿæ˜¯æ°´æ˜Ÿå®¶¾UÞZؓ什么要打造成为时ž®šäñ”业的重要原因。只有将产品时尚化,改变大众旧的消费观念åQŒå®žçŽ°æ¶ˆè´¹å‡¾U§ï¼Œæ‰èƒ½è®©å®¶¾Uø™¡Œä¸šå‘展è“v来。整合资源,实现品牌时尚化成ä¸ÞZº†ä¸€¿Uä¸­a€è€Œå–»çš„趋åŠÑ€?/p><p style="text-indent:2em;">水星家çh在此˜q‡ç¨‹ä¸­åšäº†å¤§é‡çš„ž®è¯•åQšç»†åˆ†äñ”品、双代言人模式、经典IP合作、媄视剧植入½{‰ã€?/p><p style="text-indent:2em;">2002òqß_¼Œæ°´æ˜Ÿæ——下品牌百丽丝家¾Uºæˆç«‹ï¼Œä¸ÀL”»æ—¶å°šã€å¹´è½Èš„消费理念。品牌通过专卖店进行扩张,在全国徏立了¾lŸä¸€çš„营销¾|‘络ã€?/p><p style="text-indent:2em;">¾l†åˆ†å¸‚场中,水星在最˜q‘两òq´æŽ¨å‡ÞZº†å©´å¹¼å„¿åºŠå“å’Œå©šåº†åºŠå“¾pÕdˆ—。åƈ在逐步完善品牌的大家居理念åQŒå›´¾l•å®¶¾Uø™¿™ä¸ªä¸­å¿ƒï¼Œå”®å–包括拖鞋、毛巾、地垫、睡袍等¾pÕdˆ—产品ã€?/p><p style="text-indent:2em;">ä¸ÞZº†å¸å¼•æ›´å¤šòq´è½»æ¶ˆè´¹è€…,在保持品ç‰?3òq´çš„代言人刘嘉玲不变的基¼‹€ä¸Šï¼Œæ°´æ˜ŸäºŽåŽ»òq´ç­¾¾U¦å´äº¦å‡¡ã€‚“新一代的òq´è½»¾Ÿ¤ä½“可能更喜‹Æ¢å´äº¦å‡¡˜q™ç§å¶åƒåQŒæ‰€ä»¥å…¬åæ€¹Ÿæ˜¯åœ¨ä¿æŒåˆ˜å˜‰çŽ²ä¸å˜çš„前提下,不断的跟时尚代言人和时尚元素¾l“合èµäh¥åQŒè®©æ•´ä¸ªå“ç‰Œå§‹ç»ˆå¤„于一¿Uå¹´è½…R€æ—¶ž®šçš„状态。”李来斌说ã€?/p><p style="text-indent:2em;">另一斚w¢åQŒIP衍生品成ä¸ÞZº†˜q‘几òq´æˆé•¿å¿«é€Ÿçš„时尚元素åQŒæ°´æ˜ŸæŠ“住机会,推出了HELLO KITTY、愤怒的ž®é¸Ÿã€è“¾_„¡µ½{‰ç³»åˆ—äñ”品。单是HELLO KITTY¾pÕdˆ—产品åQŒçº¿ä¸Šä¸‰ä¸ªæœˆé”€å”®é¢½Hç ´1000万ã€?/p><p style="text-indent:2em;">除此之外åQŒå“ç‰Œäؓ了获取曝光率åQŒå…ˆåŽå‚与《快乐大本营》、《咱们结婚吧》等å¨×ƒ¹èŠ‚目和媄视剧åQŒé€šè¿‡å„个渠道让消费者接触到品牌åQ›å‚与法兰克¼›å®¶¾Uºå±•åQŒç±³å…°æ—¶è£…周½{‰æ´»åŠ¨ï¼Œž®†å›½é™…流行的时尚元素加入åˆîCñ”品设计中åQŒäؓ品牌增加时尚属性ã€?/p><p style="text-indent:2em;"><strong><span style="text-indent:2em;">让上千款产品“跑èµäh¥â€?/span></strong><br /></p><p style="text-indent:2em;">在赋予线上独立的互联¾|‘基因之余,水星家çh在研发端和供应链上同æ ïL»™äºˆäº†å……èƒö的支持。因此,品牌做到了“每òq´æŽ¨å‡ÞZ¸Šåƒæ¬¾å®¶çh产品åQŒåã^均下来,每个月有100多款åQŒçŽ°åœ¨åœ¨å”®æ€ÀL¬¾æ•°å·²¾lè¶…˜q?000‹Æ䏀ã€‚在李来斌口中,水星正朝着“家¾Uºç•ŒZARA”的方向努力ã€?/p><p style="text-indent:2em;">ZARA成功的秘诀之一ž®±æ˜¯â€œå¿«â€ã€‚ZARA采用垂直å‡ø™´§çš„模式,相对于其他快时尚品牌åQŒæ›´å¥½çš„控制了市åœø™°ƒç ”、设计、打版、制作、生产、运输和零售整个˜q‡ç¨‹åQŒå› æ­¤èƒ½æŠ?åˆ?个月的出货流½E‹ç¾ƒçŸ­äؓ2周,每年可以设计å‡?万多件服装äñ”品。同æ—Óž¼ŒZARA˜q˜ä¼šå®‰æŽ’设计师、原料采购员和äñ”品开发äh员组成团队,不断˜q½è¸ª™å‘Ö®¢åå¥½åQŒåˆ©ç”¨æ¶ˆè´¹ä¿¡æ¯ï¼Œž®†é‡å¤è®¢å•å’Œæ–°çš„设计传递到供应商,以此来实现更ž®è§„模的初次订货和更频繁的快速补货机制ã€?/p><p style="text-indent:2em;">水星家çh在进½E‹ä¸­¾lƒå°±äº†è‡ªå·Þqš„“快”模式:5个研发中心相互配合,供应铑֐„环节¿U‘学的通力协作åQŒå‰ç«¯è¿è¥å¯¹è´§å“çš„整体性统½{ҎŠŠæŽ§ã€‚其中,最重要的就是公司IT¾pȝ»Ÿå¯¹å„环节大数据实时进行科学的分析研究åQŒä»¥æœ€¾læµŽèµ¯‚®¢é‡ä¸‹å•ï¼Œè¾…以¾U¿ä¸Šæ¸ é“的强吸客效果åQŒå¿«é€Ÿååº”。按照李来斌的说法,“水星跑的很快,对前端市场和后端供应é“ùNƒ½å¾ˆæ•æ„Ÿã€‚â€?/p><p style="text-indent:2em;">公司çš?个研发中心分为普通äñ”品研发、高端äñ”品研发、原材料技术研发、百丽丝品牌研发以及电子商务研发。高端äñ”品研发中心包括对长绒‹‚‰ï¼Œå¤©ä¸åQŒçœŸä¸ã€å©šåº†äñ”品以及羽¾l’被和蚕丝被的研发;原材料技术研发中心主要是å¯ÒŽ–°ææ–™˜q›è¡Œç ”发åQŒä¾‹å¦‚可以在一定范围内释放负氧¼›Õd­çš„沁‹Æ£ç§‘技¾U¤ç»´åQŒå¸æ”¶ç”²é†›å’Œæœ‰å®³æ°”体的硅è—ÀLƒ”技术纤¾l´ç­‰½{‰ï¼›è€Œç”µå­å•†åŠ¡åˆ™ä¸»è¦é’ˆå¯¹¾U¿ä¸Šäººç¾¤ç ”发产品ã€?/p><p style="text-indent:2em;">ä¸ÞZº†ä¼˜åŒ–成本åQŒå·¥åŽ‚设定了最¾læµŽèµ¯‚®¢é‡ã€‚研发出来的¾U¿ä¸Šäº§å“åQŒæ¯ä¸€‹Æ‘Ö·¥åŽ‚下单量有定量标准,同时产品上架后,前端˜qè¥ä¼šæ ¹æ®å®žæ—¶æ•°æ®åšå‡ø™¿è¥ç­–略调整。“考虑到研发和生äñ”成本åQŒéœ€è¦æœ‰ä¸€ä¸ªè“v订量来控制整个生产运作成本。最¾læµŽèµ¯‚®¢é‡æ˜¯æˆ‘们¾lè¿‡è®¡ç®—后决定的最合适标准。â€?李来斌告诉天下网商,虽然“无限货架”是电商销售的一大优势,但实际上靠后的äñ”品页面不¾lå¸¸è¢«æ¶ˆè´¹è€…打开åQŒåŠ ä¸Šäñ”品繁多,很容易造成“长ž®„¡Ž°è±¡â€ã€?/p><p style="text-indent:2em;">如何让上千款产品“跑èµäh¥â€ï¼Ÿâ€œæœ‰˜q‘百个数据指标来告诉我们哪一‹Æ¾äñ”品受消费者喜‹Æ¢ï¼Œå“ªä¸€‹Æ¾ä¸å—消费者喜‹Æ¢ã€‚”电商团队每天都会关注äñ”品增长率、销售排名等数据指标的变化。通过对历òq´å®¶¾Uø™¡Œä¸šçº¿ä¸Šæ•°æ®ã€å“ç‰ŒåŽå°æ•°æ®ã€æ¶ˆè´¹è€…反馈的数据˜q›è¡Œæ”‰™›†å’Œè·Ÿítªåˆ†æžï¼Œ IT部门制定了相应的模型åQŒä»¥è°ƒæ•´ç›¸åº”的运营策略,以实现库存的快速周转ã€?/p><p style="text-indent:2em;">而供应链端专门äؓ电商开辟了¾l¿è‰²é€šé“。供应链端实现全½E‹å¯è§†åŒ–åQŒåŒæ—‰™¢„留一部分机动的原材料和生产äñ”能,可以很好的满­‘³ç”µå•†â€œä¸‹å•å¿«åQŒè¦è´§å¿«åQŒç¿»å•å¿«åQŒå˜åŒ–快”的特点。“这个绿色通道的徏立也是一个非常痛苦的˜q‡ç¨‹åQŒç›¸å½“于ž®†æˆ‘们原有的供应链体¾pȝ”±B2B直接转äؓC2BåQŒéš¾åº¦éžå¸¸å¤§ã€‚”经˜q‡å¤šòq´çš„¼‚¨åˆåQŒä¾›åº”链已经基本可以满èƒö日常电商的需求ã€?/p><p><br /></p></div> 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