“If clothing company still does not participate in electronic business affairs, very will fast be washed out by the market. “ face the electronic business affairs that in recent years wind unboiled water removes, many people give out such deep feeling. However Lin Li objects quite however to this kind of view.
As Li Ning (China) the chief inspector of electronic Department of Commerce of limited company, in Lin Li heart very clear, be in China at present, business of electronic business affairs takes company business only 1% the left and right sides. “The sort of view has bit of extreme, will be gone up to replace by the line below the line for instance, do not do the business on the line, how can clothing company is like why. In the long run, the development trend of the business below the business on the line and line is shirt-sleeve certainly: There am me in you, there are you in me, be not replace each other. “ when saying this word, the Lin Li sound that the phone accepts a reporter that to interview is very quiet.
But, lin Li is not right “ the force with which sth breaks out is roaring “ spring tide of electronic business affairs pays no attention, because she knows, from the business of traditional clothing company development trend looks, the proportion that place of electronic business affairs holds will be larger and larger, “What do not do electronic business affairs to may be affected today is the business of 1% only, future affects will be 5% taller even “ . “Participating in electronic business affairs is to clothing company one adds cent for certain, can arise 1 add 1 be more than the effect of 2. “ Lin Li says.
In April 2008, li Ning is in cleaned out treasure to open store of flagship of the first network, after a year, lunar income is to go up 12 times of year of the corresponding period.
The electronic business affairs of success will come when conditions are ripe
Look in Lin Li, li Ning enters the business that market of electronic business affairs is success will come when conditions are ripe. “Had not entered market of electronic business affairs when Li Ning, an initiative network sale channel has been over there. “ Lin Li is recollected.
2007 the end of the year when, the store that Li Ning product sells on the net that clean out treasure has had many 700. Be like emerge nevertheless kind “ grow “ the net inn that come out did not let Li Ning company feel excited, because lack active management, the sale of these net inn does not have foreword relatively, and product quality also cannot get safeguard. “The company thinks to be necessary to undertake administrative to this kind of channel at that time, check the confused price war on the line, say from some kind of angle, this also is the support that leaves business to the line. “ Lin Li says.
Also be thenceforth rises, li Ning company begins to consider trying water electron business affairs stealthily. Company of true nevertheless facilitating Li Ning is determined, because its saw a company,be however “ the natural advantage of executive electron business affairs “ . Li Ning company can undertake survey of a few consumer and brand acknowledge spend survey every year, the age that the result discovers to the target consumes a group is 14-28 more year old, and a business that these people do at most in spare life is to get online. In other words, the target user that is Li Ning group with online user group registration is very tall.
“It is no matter ‘ 80 hind ‘ or ‘ 90 hind ‘ , internet has made the one part that they live, although they are not our cause clients at present group, if begin to foster these adolescent to be spent to the acknowledge of our brand from now, they were brought up the likelihood is more recipient to Li Ning product, be willing to buy more. “ Lin Li says.
Lin Li thinks, from the consumption that develops future group and the point of view that foster prospective market set out, the development affirmation of electronic business affairs to company facilities is big helpful. In addition, comfortable 2008 meet “ Olympic Games year “ , if roll out electronic business affairs before Beijing Olympic Games likely, also will make race to control of Li Ning company “ climate “ first machine. “In those day, we see C2C(customer) , B2C(enterprise arrives consumer) in grow quickly, located environment is first-rate also; to it the tripartite of form a complete set pays, content shedding is mature with each passing day. From big environment, to Li Ning‘s initiative network channel, arrive again user of Li Ning target group with network user group high coincide, li Ning realises from these 3 angle, at that time is the inning that tries electronic business affairs. “ Lin Li tells a reporter.
the four seasons was spent 2007, li Ning decides to begin to do;2008 of electronic business affairs year in January, department of Commerce of Li Ning electron establishs;2009 year in June, the line on the store on net of Li Ning government. So far, the brigade of electronic business affairs of Li Ning begins formally.
Difficulty is solved one by one
Although little a few minutes of gymnastic prince are done in those days “ parallel bars is old times annulus turn becomes handstand 180 degrees “ the alarmingly dangerous when, but the business affairs of Li Ning electron to warbler caw first try, before was not being run actually, a lot of difficulty and challenge are expecting.
To this, the experience of Lin Li and colleague is, did ability to know to be put in what problem only, it is good to be solved one by one.
Organize the problem be the first to be affected of the framework. “Electronic business affairs belongs to branch of section of the market, sale after all, still be led by company high level directly? “ in Lin Li eye, this are very important. If attribute section of the market, so the brand meaning of electronic business affairs is more than commercial sense, it will exist morely as the brand. If put sale branch, once the sale on the line and line issue sale happening conflict, new channel of general metropolis sacrifice conserves old channel, after all the business of 99% comes from latter. This problem had the result very quickly. Department of Commerce of Li Ning electron undertakes completely operational according to independent means, and by the official of COO(presiding operation of the company) direct leader. Apparent, the high level is determined to bring into electronic business affairs the strategic deploy of the company, and rather than faces the short-term action of the market or sale, when encountering a problem so, coordinate the resource of the company more easily, can make sure newly emerging things does not die young in budding condition.
The 2nd, channel. “Everybody can ask, you do Internet, can the channel that leaves with the line on the line have conflict? Whether can you produce contradiction? How to solve these problems? “ Lin Li says, “These are to be asked about most, however cannot evasive problem. However cannot evasive problem..
Li Ning‘s practice is to build system of a price, fall to want to abide by with the line on the line. To channel business and partner, whole price system can join each other. On contract level, when with channel business the autograph is made an appointment with, regulation of proclaimed in writing: Business of the channel on the line must not issue set up shop to the line, business of the channel below the line also does not get the set up shop on the line. Lin Li says, still run the accredit companies of more net inn classify the system, keep the net inn below manage system abides by the retail prices system of the company truly, avoid to make price war, in order to assure the benign development of channel. As we have learned, from found beginning to arrive now, department of Commerce of Li Ning electron has not been received any about channel business complain.
The 3rd, content shedding and customer service. “In August 2008, li Ning once was sent 5 days continuously not shipment, the website is in almost break down condition. “ Lin Li is those a few days of appearance “ the worst period “ , “Order singular number at the beginning less, have a few sheet only or 100 sheet when, do not have a problem. But deliver goods the quantity increases gradually, one day achieves hundreds of sheet, our deliver goods the system did not follow to go up “ .
The content fluid before Li Ning fastens be B2B, now is B2C, come so, how is goods decomposed, how to deliver goods, choose what kind of express company, a series of problems following sb‘s heels and come. Lin Li says, their configuration from equipment of flow, IT, the reform proceed with of storehouse storage framework, little undertakes perfecting.
Again for instance customer service. Lin Li laughs at character, think at the outset the business should little is done big, in advance matched personnel of a customer service only. But ground of business exceeding one‘s expectations is hot, customer service personnel was used very quickly not quite. Satisfaction of result customer service is spent drop, consumer is complained one after another. “Enrol the call center of the person, bag outside searching rapidly, this problem just gets till solve,be amelioratived stage by stage. This problem just gets till solve,be amelioratived stage by stage..
After difficulty is solved one by one, lin Li says, she has mixed time energy from “ fire fighting “ move arrives on promotion client experience, “Not be client experience difference, want to be done weller however “ .
Make applicable IT platform in tandem
Do electronic business affairs, need a platform above all.
In a year of much real operation, problem of IT platform inapplicable ever let Lin Li for a time “ very very painful, vexed “ . “Before use company have platform already, our experience is partial function is not perfected, still partial function comes out without development. So we need the method with a few half semi-automatic handiwork, in order to solve a problem, but do efficiency to be able to be reduced for certain so, also appeared a lot of problems. “ Lin Li ever complained, “Existing system cannot satisfy my requirement quite. “Existing system cannot satisfy my requirement quite..
What business affairs of Li Ning electron emphasizes is B2C, and the business mode before is give priority to with B2B, this means working flow, financial technological process, and even IT flow should be made afresh. Li Ning begins and company of a few IT undertakes osculatory, final choice IBM WebSphereCommerce regards his as the main body system of tiring-room of electronic business affairs.
The process is carried out in the collaboration of whole project in, a bit make Lin Li impressive. “The strong point of this platform basically is in WebSphereCom-merce B2C part, include a lot of clients to experience. And business affairs of Li Ning electron has demand of a few individuation, for instance business affairs of Li Ning electron not only do B2C, still enterprise of B2B, B2B2C(arrives to the enterprise consumer) . As a result of the company already some ERP systems do not have function of electronic business affairs, the difficulty of direct and integrated B2B and B2C is very great. “ Lin Li says, “IBM have a thorough grasp the development after our whole demand appears in this platform, have a lot of B2B and administrative function, make us whole platform makes a complete solution. Make us whole platform makes a complete solution..
And let IBM China develop central WebSphere to develop general manager Ms. Tong Yuling is unforgettable is, how two requirements that try every means satisfies Li Ning to put forward: The first, IT system should be accomplished along with need and change; the 2nd, undertake conformity to the many systems of ministry of inside and outside. In addition, IBM still must consider the unique experience of Chinese client. “The experience of Chinese user and foreign affirmation are different, the website that is in abroad won‘t see scroll, but China is some. “ the Tong Yuling that enlisted project support directly says.
The framework that IBM uses SOA(to face a service) business affairs of help plum peaceful electron undertakes systematic conformity, if the technological process that will be used at supporting back end professional work is purchased, the core content such as content shedding undertakes optimizing, realized bisect to sell, sell goods on a commission basis, sell the support that waits for a variety of sale mode continuously. IBM is right before the line on the project ERP(company natural resources of Li Ning manages) system of system, SAP, content shedding finished conformity the first round.
On June 1, 2009, first phase of platform of IT of business affairs of Li Ning electron go up on time line, the fellow worker that this gave Lin Li and her “ the biggest surprise “ , because of the experience according to them, similar before item can adjourn. “This brings very great faith to everybody, right (business affairs of Li Ning electron) 2 period expectation cost is higher also. “ Lin Li says to the reporter.
Reporter hand is written down
With business affairs of electron of IT string dress
If the supply in dress electron business affairs a on the assimilate to necklace such as sale of production flow of catenary, product, content shedding, data a pearl, IT is undoubtedly them “ string “ that catenary that rise.
Apparent, to traditional clothing company character, electronic business affairs is a first-rate competitive method, it can incentive enterprise undertakes changing to internal system, flow, help enterprise masters tendency of the market in time, answer the demand of consumer quickly. However, beyond the interface of the front that successful electronic business affairs sees besides us, the thing that still has a lot of back end needs conformity. In addition, website of an electron business affairs needs to be optimized ceaselessly, so that be made to business,mix quickly seasonable response. And should accomplish these to must serve as support with agile IT platform.
Lin Li ever told a reporter, traditional clothing company does electronic business affairs, need an appropriate IT platform above all. Because true electronic business affairs is not just,a store opens on Internet so simple, even supply catenary, product to make sale of flow, content shedding, data “ string “ rise. And Li Ning raised taller requirement: Bad natrium of post Bao ヒ teachs ㄒ С to no matter be B2C, B2B,make? of J of patch up of drop of Cong earnestly, still be B2B2C, it is more complex even. If do not have corresponding IT technology, think contented Li Ning sounds it seems that some of slashing requirement is afraid can be an incredible story only. Also as a result of deep know well this manages, before Li Ning builds the partner of platform of electronic business affairs as compose in final choice IBM, just meet consider repeatedly, shen Zhi careful.
The network brought infinite likelihood for garment industry, achievement plum is peaceful people “ everything is all possible “ dream of electronic business affairs still needs to begin from IT.