The Announcement of Announcement of Announcement of Good News from the Internet

Difficulties: How to transform traditional industrial advantages into network advantages.

Responsiveness: Create a new online brand with industrial thinking and follow the strategy of “making profits while investing and investing”.

Effect: BONO changed from a single business men's fashion to full-fashion men's fashion design, and then from the line to the line, opened a store, twists and turns, still trying.

In August 2009, when the reporter called the newspaper's Secretary of the Annunciation Group, Fang Xiaobo, to interview the newspapers and birds about e-commerce related conditions, the other said "We are still not doing well enough!" Reluctance to talk more.

Compared with the high-profile announcement of Zion Bird’s march into e-commerce two years ago, such an answer is too low-key.

Open the Annunciation e-commerce website, its page shows "Zhenniao Online Shopping Mall upgrade, temporarily closed", and then jump directly to other pages. In Sina, Sohu, NetEase, Tianya and other online direct selling brands, there is no way to see any promotion of the newspapers. In addition, BONO, which is an e-commerce provider of the Annunciation, also stepped down from the line and opened up two other customized stores, Carl Bono and Bono Tailor, to start a “network+entity” business.

Back or back?

Around 2007, PPG swept the garment industry as a whirlwind, and the whole industry was shocked by e-commerce.

At this time, Shanghai Bao Bird Clothing, which belongs to Baoxi Group, is just around the corner. On August 16th of that year, Shengxi Bird was successfully listed on the SME board of Shenzhen Stock Exchange, raising RMB 302.4 million in capital and becoming the first listed company in Wenzhou shoe and clothing industry. A week later, Bao bird apparel officially released the BONO brand. On October 8th, the EBONO e-commerce website was officially launched and the online direct business men's road was started.

As soon as the news came out, the discussion was uneven.

Supporters believe that BONO will become the “subversive” of online sales, because it has three core competencies compared to other “light companies” who do direct sales of clothing: First, it has independent product design and development capabilities, and it owns a costume design. The second group is the ability to control industrial resources. Backed by Baoxi Group, it can work closely with first-rate surface materials suppliers. Third, backstage production capacity. Baoji has two major modern production bases in Shanghai Songjiang and Wenzhou, Zhejiang, and 10 worlds. First-class production line. These three points can ensure that BONO outperforms online direct selling brands such as PPG and VANCL in terms of product quality.

And compared to the “heavy” company Youngor’s e-commerce, BONO has to be “lighter”. From the year 2000 onwards, Baoji has always been focused on custom business, mainly tailoring business wear for banks, automobiles, schools, institutions, etc., and there are no channels such as traditional stores and specialty stores, and there is no network channel and traditional channels. Conflicts are easy to enter into e-commerce.

Opponents are also fully justified because traditional companies do not have the “genes” of e-commerce. Traditional e-commerce transformation of enterprises is theoretically beautiful, but there are too many examples that are practically infeasible.

For example, BONO’s so-called three core competencies are not worth showing off in front of e-commerce. First-rate design team and first-rate fabric provider do not mean that the cost is low, and when the product price is too high, in online sales, There is no price competitiveness. In addition, the former Bao bird is doing B2B business, in the B2C field, not necessarily like a duck.

The CEO of VANCL stated in his vintage that “in theory, the Annunciation is the easiest to succeed in online sales; but in practice, the good news is also the most likely to fail because of the old traditional clothing like the Annunciation Bird. It is impossible for companies to go all out for online marketing like PPG and VANCL, and thus also impose restrictions on their online sales platforms."

Apprentice disadvantage: from "single" to "full line"

Regardless of how the outside world has debated, BONO has been relentlessly engaged in the e-commerce flood, and began the first phase of high-profile layout.

In July 2007, Shanghai Baotuo Textile Technology Co., Ltd., which was jointly invested by Baotuo Group and Shanghai Baotou Garment Co., Ltd., was established. Baoji Technology unifies the traditional channels and online direct selling brands and adopts English BONO. On August 25th, the name of the Annunciation’s business wear brand was also transformed from BOONIAO to BONO. Around October, the relevant personnel of the BONO management team were employed. At that time, Bao birds dug up Tian Jian, a former general manager of Yahoo China, and served as the general manager of the BONO direct marketing brand. At the end of the year, Baoxi Announced to invest 80 million yuan in BONO. Everything indicates that Shengao Bird hopes that BONO will make a positive exchange with PPG in the field of e-direct sales.

However, after six months, the situation has come to a big reversal.

First, Tian Jian, the general manager, resigned. When the outsiders guessed whether it was reported that the Zingbird had failed to test e-commerce, Zhou Xinzhong, chairman of Zhejiang Xinxiu Clothing Co., Ltd., gave the explanation: “At the time when Tian Jian was hired, both parties agreed that That is to help us straighten out the direct marketing structure, and then the original management team took over the BONO. He started as a consultant in the name of the company.” Tian Jian reason for the post of general manager of BONO, is for management convenience .

Regardless of its internal operations, BONO has struggled with direct sales of the Internet, and new attempts to begin the second phase have been revealed. On March 12, at the press conference of BONO, BONO formally announced that it began to change from a single online shirt sale to a full line of menswear, replacing fashioned design with a single standardized product.

At the time of the announcement of the deputy general manager of BONO, the summit stated openly: “At present, our business, fashion and casual wear ratio is 3:5:2. In the future we hope to achieve a 2:5:3 look.” This is equivalent to BONO. The orientation was completely overturned. At the beginning of BONO’s e-commerce development, business men’s clothing accounted for the dominant position of products, and in the future this proportion will not exceed 20%.

It is said that five months ago, BONO executives had held a conference dubbed the “Zunyi Conference” by insiders. At this meeting, BONO management plans to replace "single business men" with "fashion design." However, the problem is that BONO has spent millions of dollars previously and has placed advertisements based on the brand of “business men”. In this exchange, the millions of dollars invested before were equivalent to playing.

During this period, there was another news shocking the industry.

On March 19, 2008, the Annunciation issued an announcement regarding the use of funds changed, announcing that it will use a total of 96.04 million yuan that was originally planned to invest in suits and shirts items, instead of acquiring an 80% stake in Shanghai Bao Bird Garments Co., Ltd. . Analysts have made remarks. This acquisition is an announcement that the Shengtuo Group hopes to expand its online channels and increase new revenue sources such as e-commerce.

For this review, Bao Xiaobo, secretary of the board of directors of the company, said that Baoxiu believes that e-commerce is a trend in the development of the industry, but the company adopts a steady strategy for this business. It also said that the business is not the core of the company's future business development, and the strategy adopted is also "profiting while investing and producing."

Due to different origins, BONO's e-commerce does not have the advantage of competing with VANCL in marketing promotion. VANCL is the product of venture capital investment. It has raised tens of millions of dollars in three times within one year, advertising has been overwhelming, and BONO cannot reach in the short term. Although the Annunciation has also announced that it will invest 80 million yuan in e-commerce, it may be a question mark from the various inputs during the period. After all, the mentality of using venture capital and entrepreneurs with their own money is not the same. Although VANCL has invested heavily in marketing, its product prices are very low, as low as 68 yuan a shirt; and BONO's price is around 300 yuan.

Therefore, BONO's strategy of “making profit while investing while investing” and the price of mid- to high-price products are doomed. Not only did BONO, who once had a high-profile campaign, fail to catch up with PPG, it was even surpassed by later VANCL.

Sideways change horses: "Online" goes "Offline"

In the second half of 2008, PPG, the “leader of big brother”, was once plagued by negative news and the development entered a slow period. During the same period, the second phase of BONO tried to get into trouble, failing to achieve the expectation of “strengthening the back-end and high-quality products” to the competitor’s threshold at the beginning of the online game, forced to turn around, and went online to start offline. Three stages of exploration.

BONO's offline stores are divided into two brands, Carl Bono and Bono Tailor. The former is a high-level customization and focuses on the gold-collar market, while the Bono Tailor community custom shop not only carries out fashion customization with a relatively low price, but also “has the EBONO network direct sales experience center function”. Online-selling garments are displayed and sold here. Consumers can intuitively feel the fabric's fabric, workmanship and try-on effects, either directly or through the Internet.

In an interview with the media, Gao Feng repeatedly mentioned that the combination of e-commerce and community-customized stores is to reduce costs and avoid financial risks as much as possible. Therefore, there is no large amount of advertising for EBONO e-commerce platforms. Instead, Some of the resources are put into the construction of community custom stores, and community custom shops are opened in relatively cheap commercial buildings.

The strategy is not difficult to see, BONO wants to further expand the direct sales product line and service content with the Bono Tailor community customization store as a carrier, and at the same time form a linkage with the online direct sales brand EBONO, realize “a community-based, unified customization center, experience center And service center."

Here, you have to redefine "e-commerce."

If e-commerce is sold on the Internet with the help of a web-based platform, then BONO clearly deviates from the trajectory of e-commerce; and if the future of e-commerce is to take the “network+entity”, then BONO seems to be forced to go right again. the way.

The question is, if the customer’s sources and sales activities are all done in the Bono Tailor store, is this still e-commerce?

This reminds people of the peak communication with the Chairman of the Anniversary of the Anniversary Group Wu Zhize. “BONO does not intend to order orders simply through the Internet, but to shape the brand. When three or five years later, when men’s apparel sales via the Internet are not much of a price advantage, BONO’s back office will gradually highlight its advantages. At that time, whether it’s The traditional channel is still the e-commerce model, and the final market competition for men's wear is still reflected in the brand.”

Back to the beginning

Thus, all the focus has shifted from how the Baoxi Bird did e-commerce to how the Annunciation used the e-commerce boom to shape the brand's proposition.

In this proposition, the Annunciation did not succeed in e-commerce, but it did a good job of advertising.

First of all, around 2007, e-commerce was like a “10,000 kilograms per mu” during the Great Leap Forward. The strategy for the advertisement of the Annunciation Bird is as follows: On August 16, 2007, the Siaoniao Group was listed on the SME Board of the Shenzhen Stock Exchange. On August 25th, Baotou Fashion officially released the BONO brand. On October 8, BONO Electronics was formally launched. The business website, in March 2008, bought another 80% of the shares of Bao Bird, and Bao Tiao returned to the Shengtuo Group again. As a result, the Annual Report of the Year of the Birds of the Year in 2008 shows that in 2008 the company reported an operating income of 960 million yuan, an increase of 105.55% over 2007. The main reason was that Shanghai Bao Bird Garments Co., Ltd. was included in the consolidation scope; continued brand building expanded brand awareness and reputation; the sales network expanded steadily and the sales scale was expanded; the price increase of products brought about by the increase in brand added value increased. Gross margin and so on.

In terms of channel business, Baotiao itself had previously carried out customized business. Combined with the expansion of the BONO business, with a series of early exposure to e-commerce, the brand awareness of the renamed brand has increased dramatically. At the same time, in conjunction with the upsurge of the economy of the building, we have launched offline stores to conduct substantive business expansion.

From the present point of view, the Annunciation has used BONO to enter new channels. BONO eventually took the “online+entity” route, which is actually a microcosm of the e-commerce tortuous exploration of traditional clothing companies.

Because there are two problems in the development of e-commerce in traditional brand clothing, one is the conflict with traditional channels, such as the implementation of regional agency system, then take the network channel, the distribution of benefits between the manufacturer and the original agent will appear contradictory; second is The nature of high-grade garments is determined by the nature of the suits. Suits are very particular about fit, and online sales cannot meet this basic requirement.

Newsboy for brand testing, you can avoid the first problem; and BONO from the line to the offline, seeming to solve the second problem, but if the sales activities are mainly completed in the store, it may not be called electronic Business. Of course, perhaps the company itself does not care what the carrier of sales activities is, as long as it is sold, that purpose is achieved.