I'll send you an article on Li Ning's e-commerce, and then suggest that you consult the e-commerce solution of my library to sort out your paper. I hope it helps you.
I chose this article by Li Ning.
general survey
How do traditional brand enterprises with hundreds of stores open up the Internet battlefield? Is e-commerce like the "Normandy landing" of traditional enterprises? How will they face the complaints from dealers? These problems used to be thorny problems in front of lin li, but now they have all been solved.
Business requirements:
Although e-commerce has become a craze in China, most traditional enterprises hold a wait-and-see attitude, so before doing e-commerce, Li Ning Company has done a lot of research on consumers and market environment. They were pleasantly surprised to find that by the end of 2007, there were more than 700 online stores selling Li Ning products spontaneously on Taobao, and the sales flow generated this year was close to 1 100 million. This shows that in the case that Li Ning Company has no e-commerce department at all, dealers spontaneously formed an Internet e-commerce channel. "You have to admit that this is an objective fact, but it breeds a lot of bad situations. Because there is no supervision organization, policy system and service system, this leads to the confusion of supply and price system. At this time, we thought, either ban online stores or manage them well. After careful consideration, we chose the latter when the entire online shopping market, payment system and logistics system gradually matured. This is a very pragmatic idea. "
Solution:
Since June 2008165438+1October, Li Ning has established a cooperative relationship with IBM, and chose WebSphere Commerce to build the whole e-commerce platform. As one of the implementers of the project, IBM helped Li Ning E-commerce to analyze the original system, and at the same time integrated the system by using SOA to optimize the core contents such as procurement and logistics used to support back-end business, so as to support various sales models such as distribution, consignment and direct sales.
Benefits:
SOA injects new vitality into Li Ning B2C. As one of the implementers of the project, IBM helped Li Ning E-commerce to analyze the original system, and at the same time integrated the system by using SOA to optimize the core contents such as procurement and logistics used to support back-end business, so as to support various sales models such as distribution, consignment and direct sales.
case study
Introduction: How do traditional brand enterprises with hundreds of stores open up the Internet battlefield? Is e-commerce like the "Normandy landing" of traditional enterprises? How will they face the complaints from dealers? These problems used to be thorny problems in front of lin li, but now they have all been solved.
"Li Ning's e-commerce is only one year old and is still a baby in this industry." Lin li, Minister of Electronic Commerce of Li Ning Company (hereinafter referred to as Li Ning Company), said this. As the leader of domestic sporting goods, Li Ning Company has created many firsts in the sporting goods industry. Under the background of e-commerce in clothing enterprises, how can Ning stay ahead of its peers? Lin li told Xu Rui about Li Ning's online business.
Crack down on "Gui Li" and integrate channels
Although e-commerce has become a craze in China, most traditional enterprises hold a wait-and-see attitude, so before doing e-commerce, Li Ning Company has done a lot of research on consumers and market environment. They were pleasantly surprised to find that by the end of 2007, there were more than 700 online stores selling Li Ning products spontaneously on Taobao, and the sales flow generated this year was close to 1 100 million. This shows that in the case that Li Ning Company has no e-commerce department at all, dealers spontaneously formed an Internet e-commerce channel.
"You have to admit that this is an objective fact, but it breeds a lot of bad situations. Because there is no supervision organization, policy system and service system, this leads to the confusion of supply and price system. At this time, we thought, either ban online stores or manage them well. After careful consideration, we chose the latter when the entire online shopping market, payment system and logistics system gradually matured. This is a very pragmatic idea. "
But this is just one of the reasons why Li Ning Company decided to do B2C e-commerce, and the better motivation comes from "e-channel". Lin li explained to the reporter of CIOAge: "After a preliminary investigation, we think that e-commerce is a new channel-e-channel, not e-commerce in a simple sense. Only by establishing the e-channel channel can we improve the height of e-commerce. In the process of consumer research, we found that the target consumer group of Li Ning's products is young people aged 14-28, which is highly coincident with netizens. Only by using the Internet as a good marketing channel can we promote Li Ning's brand image through channels while selling. Therefore, the e-commerce platform bears the responsibility of brand marketing, opens up new revenue channels through online marketing, and adopts a multi-pronged approach. "
Three steps on the road to B2C
June 5438 +2008 10, Li Ning's e-commerce department was formally established. Since then, Li Ning's B2C e-commerce business has been out of control. ...
As lin li said before, because Li Ning's B2C e-commerce has just started, in the initial stage of establishing the platform, the company's leaders are not sure how to carry out this model. Everyone tried to see it with the mentality of testing the water.
Everyone knows that opening a shop on Taobao is low in cost and quick in effect, and enterprises do not need to establish a strong IT platform to support it. It is for this reason that Li Ning Company set foot on Taobao as the first step of B2C e-commerce.
In April 2008, a new army was added to Taobao B2C platform, and the first flagship store of Li Ning Network opened.
After testing Taobao, the company leaders found that the sales situation was unexpected and good enough to exceed expectations. This proves that Li Ning's B2C e-commerce model is welcomed by consumers (netizens). It is based on such a good foundation that Li Ning Company took the second step to set foot in e-commerce and began to make full preparations for the construction of "Yining Mall".
"The groping road is still in progress," lin li said. "When e-Rent Mall was first launched, we adopted the outsourcing model from IT to operation to verify whether the third-party platform was successful and whether it was feasible for the company to do its own e-commerce. Finally, practice has proved that this is correct. Therefore, we will take greater measures to establish our own e-commerce platform, because the leaders firmly believe that the necessary investment can see its future results, and a certain investment will be exchanged for a better e-commerce operation foundation in the future. "
In the early days of establishing B2C e-commerce platform, lin li often considered some issues, among which channel conflict was the most disturbing. "Is the price uniform? Do you often receive complaints? " She was frightened by these questions. In order to avoid this, Li Ning standardized the online and offline unified retail price system in the early stage of establishing B2C e-commerce business, and introduced an omni-channel (i.e., agency and distribution) management system. The price system of online and offline partners is unified and seamless, so that the most worrying problems are solved at the beginning. Lin li proudly said: "Since the establishment of Channel 14 months ago, no complaints have been made to us, and some merchants have applied for authorization to join this system."
After two months of intensive efforts, the official online shopping mall of Li Ning was officially opened on June 18, 2008.
However, the online shopping mall has not been in operation for a long time, and many problems have appeared one after another. Li Ning's traditional e-commerce business model is B2B, mainly wholesale. However, after the establishment of B2C e-commerce, the whole IT platform has not been re-customized, but has followed the existing IT platform, but it is not suitable for some slight changes. Lin li soon decided to build a new platform to provide services for B2C e-commerce.
After making this decision, Lin embarked on the third step of Li Ning's wading into e-commerce.
SOA injects new vitality into Li Ning B2C
Since June 2008165438+1October, Li Ning has established a cooperative relationship with IBM, and chose WebSphere Commerce to build the whole e-commerce platform. As one of the implementers of the project, IBM helped Li Ning E-commerce to analyze the original system, and at the same time integrated the system by using SOA to optimize the core contents such as procurement and logistics used to support back-end business, so as to support various sales models such as distribution, consignment and direct sales.
The project was officially implemented on June 5, 2009+10. Five months later, on Children's Day, the first phase of Li Ning's B2C e-commerce platform was completed.
During the five-month implementation of the whole project, the teams of IBM and Li Ning Company adopted international standards to make plans, and divided the time into five parts according to the project requirements: understanding stage, design stage, development stage, testing stage and user training. At the beginning of the whole project, both sides were very nervous, worried about what would happen in these months, which would lead to the delay. Because each stage needs three aspects of cooperation. First, the preliminary research of the project is very detailed. The requirement analysis phase took two months. As Party A, Li Ning Electronic Commerce Co., Ltd. should clearly understand where the business needs are and handle and balance the relationship between different needs; Second, the project implementation team should accurately estimate the project risk. They have broken down the difficulty and urgency of each demand. In the final stage of demand research, all business personnel will inspect this very specific business demand together, which needs great support; Third, when the project encounters problems, how the team should face and tolerate understanding is also a science. At this time, IBM and the project implementer will help Li Ning in strategic cooperation and solve the urgent need. Thanks to the support of leaders and the intelligent operation of both parties, the whole project was very successful, which ensured that the system went online as scheduled. Although there will be loopholes in the system after this, those bugs can be solved quickly through good management mechanism.
"After working in IBM for several months, I have two profound experiences about the implementation of the whole project," lin li said. "First of all, the advantage of WebSphere Commerce platform lies in B2C business, and IBM has many customer experiences. But judging from Li Ning's own business needs, we still need some personalized customization, such as the integration of B2B business and B2C business. The original ERP system of the company has no e-commerce module, so it is very difficult to integrate directly. At this time, together with IBM and IBM implementers, we fully understand and thoroughly understand the whole business requirements, and develop the system on this basis. The first version of the product has many B2B business and management functions, which makes the whole platform a complete solution, thus avoiding the problem that we have to seek other partners, which I deeply understand. Second, in the past few months, Li Ning has enjoyed' laboratory-level' service, which we could not have imagined before. As the first domestic partner of IBM WebSphere Commerce products, IBM attaches great importance to us from top to bottom. At first, we were worried about whether the project would be postponed or not. But in the end, we saw that the first phase of our project was launched as scheduled and the operation was almost stable. This is the biggest surprise from IBM. They sent us a lot of resources and gave us a very good customer experience in the process of communication. Li Ning's e-commerce department has higher expectations for the second phase of the project. "
The date from the online operation of the system to the reporter's interview is exactly ten days. During this period, the B2C business operation of Li Ning's e-commerce has been significantly improved. "In the past, inventory information was imported semi-manually, because there was no interface to integrate the system. Now after the system is docked, the sent inventory information can be uploaded in real time, which obviously improves the operational efficiency. "
Lin li said that the follow-up system will also improve some functions, such as advanced business sales and financial vouchers.
For e-commerce, commerce is the most important IT system at present, but after this system goes online, it may face many interface integration problems with other systems, which are being gradually solved. However, the design of business itself follows the concept of SOA, and the standardization of service software and the concept of application make the peripheral system very flexible, so the whole IT system runs smoothly from the first round of integration of B2C system, Li Ning ERP and logistics system before going online.
Traditional enterprises have "three attentions" in developing e-commerce.
Developing B2C e-commerce is an opportunity for traditional enterprises to update, transform and upgrade. During the construction and operation of 14 months, lin li and her team encountered and solved many problems. She summed up these experiences as "three attentions" for enterprises to do e-commerce.
The first is the configuration of organizational structure. Traditional enterprises often encounter the ownership problem of e-commerce when doing e-commerce. Is it assigned to the marketing department and sales department, or is it directly led by the company's top management? This seems like a small problem, but it plays an important role in the whole project. Lin li explained: "This is a strategic issue. You can see as far as you stand. Some companies put e-commerce in the marketing department, which leads to the effect of brand marketing greater than retail. Employees will mistakenly think that sales performance is irrelevant and only pursue exposure. This positioning determines that e-commerce will not go far. So I think at the beginning, we also made a very detailed layout in terms of organizational structure. In Li Ning, the company's chief operating officer directly manages e-commerce, and the established Li Ning e-commerce company is completely corporatized. "
Followed by the supply chain system. Li Ning mainly does B2B business in wholesale mode, and the whole supply chain system also serves this mode. Traditional enterprises produce a large number of goods, and one order may determine the production of one million goods, and then deliver them at the same time. Although e-commerce can take this road, it is not the most scientific. In addition, she said, "When the supplier initially accepted 50 orders and 100 orders, it was barely able to complete them. By the time the orders were 200 and 300, they were crazy and didn't even know how to sort the goods. The worst thing is that during the Olympic Games, Li Ning's B2C business did not deliver goods for five consecutive days. The scene was very chaotic at the time. " After this painful process, lin li decided to start from the supply chain level and comprehensively sort out the production and logistics system. She believes that the most scientific way for B2C e-commerce is demand forecasting and timely replenishment, which will face great challenges for traditional enterprises. However, they found that only by relying on this model can e-commerce achieve the goal of efficiency optimization and improve inventory turnover;
The third point to note is to integrate online and offline channel relationships. Integration or fragmentation is a problem that enterprises and distributors must face and answer together.
She concluded: "These are all problems at the basic support level. Now what we study most is to enrich B2C functions, enhance customer experience and explore third-party cooperation modes. We have the energy to shift our focus from' firefighting' to how to improve the customer experience, hoping to do better. "
When a reporter asked what Li Ning's next e-commerce plan would be, lin li said humorously, "I hope the business will get bigger and bigger, and realize the strategic hope of online and offline channel integration as soon as possible"! "Next year's work focus is divided into three items. The first is to optimize the customer experience of B2C. With the basic work basically perfect, we will spend more energy on consumers and provide them with better experience and services in customer relations, membership, points, promotion and payment. In the future, we will focus on the direction of community e-commerce. In the longer term, Li Ning's e-commerce will cater to the future strategic trend of the whole e-commerce, and it needs to be developed step by step to attach importance to mobile e-commerce. Secondly, from the back-end IT platform, when the logistics infrastructure is completed and the whole business scale develops to a higher stage or the order volume is larger, we will consider changing the single DC operation to multi-DC operation. At that time, with the complexity of goods distribution law, order combination, split and other issues, the it support platform will also be adjusted accordingly. This is what we need to think of in advance. We can't wait until there is no shipment for five days during the Olympic Games, so we should plan ahead. Third, we must continue to integrate online and offline channels. At present, the e-commerce department has completed the independent expansion of e-channel, and the offline and online channels are separated. In the next two or three years, with the improvement of consumer e-commerce experience, integration will become the future development direction. "
Interview notes: "electronization" is only a means, and "business" is the purpose.
When traditional enterprises explore B2C, they often think that this "experimental field" is a blank sheet of paper, but it is actually "overgrown with weeds". At first, Li Ning entered the B2C market horizontally in order to crack down on "Gui Li" and integrate channels. Based on more than one year's personal experience, it is a strategic development problem for garment enterprises to join in e-commerce, and how to solve the online and offline channel balance is a realistic challenge. Whoever has strong skills will be better balanced, and whoever can clarify the relationship between physical stores and online marketing will be able to go faster and further. Among them, "electronics" is only a means, and commerce is the purpose.