On October 26, 2010, mai Kaolin logs onto Nasidake successfully, become 10 years to come to the B2C enterprise that China appears on the market the first times. Appear on the market make Maikaolin gets unprecedented attention, are its development course and commercial pattern what kind of? Why be Maikaolin, is Beijing east, should become, the other B2C enterprise such as every guest?
Look in Gu Beichun of Mai Kaolin CEO, mai Kaolin gains the favour of American investor, above quota subscribe 30 times, city is filled with rate achieve 150 times above, because,be, "Mai Kaolin is not just it is OK to think investor is painted the future of infer, more important is, mai Kaolin has proved, it had realized good profit and cash to flow for years continuously. Mai Kaolin does not burn money, not accelerate the ripening, the nature of firm hold machine grows " .
The growing story that free and easy rises and fall
Growing course it may be said of Mai Kaolin is labyrinthian free and easy, each agreed the changes of Chinese commerce society without prior consultation. Mai Kaolin ever was China's biggest mail-order company, 1996, american China smooth fund combines other a few investor, collective and contributive established Maikaolin, the mail-order market that the hope has not develop in China cleans out a gold. However, chinese most consumer still does not have the key of mail-order at that time, and Maikaolin the controller at that time, wrong also copy foreign experience, what be located in the market China surely is medium small town and country, such adventure is destined to be able to fold halberd heavy sand.
2001, when Maikaolin when currently holding the post ofCEO Gu Beichun to begin company of in control of, experience burns the Maikaolin with money hot theory to had been close to closing down for many times too. The Gu Beichun that just assumed office, adopt measure to undertake adjustment immediately, be located in the market Beijing, Shanghai to wait surely afresh big in white-collar female of the city, set out the product from silver act the role ofing, enlarge the other dress product such as dress gradually. Kind the Maikaolin of next fashionable gene, the demon beans that begins to resemble Jackie grows euqally quickly, cash shedding turns very quickly negative for, realize gain stage by stage.
Clean out treasure
2004, mai Kaolin has had female outfit, household, adorn article, many product line such as hairdressing, health care. Right now, consumptive market of China also changes tremendously via another in all previous, electronic business affairs begins arisen. Mai Kaolin saw the market potential of electronic business affairs first, and at opening network of wheat of platform of electronic business affairs in those days. The growing initial stage of any channel is more puerile, right now wheat net is the complement of channel of Mai Kaolin mail-order only, but having havinging quite considerable sale.
Wheat takes an examination of Lin Congcheng to stand case, registered dress brand EUROMODA, the course is adjusted ceaselessly, EUROMODA formed vogue and the style of par, this and the change that China consumes the market and customer demand agree, gained the favour of numerous consumer. Mai Kaolin thinks, as a result of mode of general merchandise inn, it is the administrative pattern of commercial real estate only, the brand that garrison adds valence to lead general on the high side, and the par vogue brand that the lack on the market suits consumer to buy truly, this is the La Hai of EUROMODA. 2006, EUROMODA opens a store of the first substance in Shanghai, begin a string next extending.
From this, the management kind that inn of business affairs of Mai Kaolin mail-order, electron, hypostatic door ties, be summed up to be the much channel mode that 3 legs walk by industry.
Stereo the channel that change and brand strategy
And Gu Beichun of Mai Kaolin CEO thinks, the development of commercial company do not answer constrained at any mode, and should be caught and foreknow the change of the market, undertake seasonable adjustment. Current, mai Kaolin has been 3 legs walk no longer, union leaves with the line on the line however, channel and brand are united in wedlock, stereo the development that change is politic.
Will look from channel, mai Kaolin is united in wedlock with the photograph below the line on the line. The channel on the line is the biggest to arriving since the company urge action. Regard the wheat of platform of company electron business affairs as the net, the platform that executes much brand changes development strategy. Have brand EUROMODA and RAMPAGE oneself except the sale, also undertake cooperative with other very much trademark, offer the complete set that circulates sale from content to serve for these brands. Introduce according to Gu Beichun of Mai Kaolin CEO, mai Kaolin will cooperate the requirement of tripartite brand, adopt buy outright or sell goods on a commission basis wait for a variety of quick way. Wheat net will with more open state of mind, welcome more tripartite brands to garrison, no matter be the stylist brand with unique design, still have numerous the domestic and international famous brand that has wholesale, can choose wheat net to serve as sale channel. Future, wheat net has a brand to will be on open platform oneself, compete together with tripartite brand.
From Maikaolin oneself the brand sees EUROMO adopt much channel strategy, grow as a result of it result from on the line, the fixed position of itself and price get used to the demand that Internet sells already completely, and on the other hand, online a lot of city below, also have huge market. EUROMODA can choose net of wheat of the channel on the line, also can choose store of substance of the channel below the line, the two channel development collective drive brand. Gu Beichun expresses, he does not worry about the tripartite brand on wheat net to be able to pound the position of EUROMODA, "We go up in wheat net, do not have more preferences and protection to EUROMODA, this is the platform of an open competition, EUROMODA passes competition, can achieve aggrandizement and optimize, protect the more, the likelihood can lose competitive enthusiasm more. After all any products need to examine through the market. " parcel post
No comments:
Post a Comment