Business Platform: Offline Complex Of Online Apparel Brands

In the near future, the news that VANCL is going to open shop and shop is fired up. After being rumbled by VANCL, the so-called VANCL entity store is actually a Shanzhai store on the Internet. But in the interview with China business reporter, VANCL did not deny that she had plans to open a store.

In contrast, another clothing B2C company, Marceau MASAMASO, has opened successfully.

Whether online clothing brands should be open and offline, is this a retrogression of business mode or a supplement to online brands? Compared with the SAIC, the online shop must be registered in real name in July 1, 2010, and the regulation of e-commerce pactions is becoming more and more stringent. Many online brands consider that the offline store has a significant effect on the brand bonus.

But is this really the case?

The debate has just begun and practice has only taken the first step.

But no matter what the path of practice is, one thing is for sure: opening the line, selling the shop and opening the shop are all for the company's overall strategy.

Offline complex of online clothing brands

Goal 1: experience! Experience!

VANCL2009 sales exceeded the threshold of 500 million yuan, and the plan for 2010 is 2 billion yuan.

The brand emerging on the Internet seems to be dragged on a fast train with the rapid expansion of online shopping demand.

Clothing has been a leader in the e-commerce market for many years. Whether it is Taobao platform or the rising brand on the Internet, clothing category is the leader.

Clothing is a product with strong experience.

Despite the huge volume of pactions, Internet brands always have the drawbacks of not trying to wear and touching real products.

Although some clothing brands introduce logistics service to door-to-door, let customers try on the experience link, but door-to-door try can not replace the store's consumption experience.

Therefore, when the domestic network clothing brand achieves a certain scale, it still can not get rid of the entity store complex.

Mcglaughlin is an early business entity in China. At present, more than 400 entities have been developed in the country, making up for the defects of direct mail and wheat net.

A few days ago, VANCL also put the physical store plan on the agenda.

But VANCL's offline strategy starts with offline advertising.

Since 2010, VANCL has gone off the Internet for the first time and appears in road sign advertisements.

VANCL Brand Manager Li Jianxiong said that online brands always experience short boards, offline advertising and offline stores are all ways to increase user experience, and create an opportunity for consumers to interact with consumers.

In fact, online brand offline store complex is the product of the specific stage of e-commerce in China.

Despite the rapid development of e-commerce, a large number of consumers are reluctant to try to buy.

Whether VANCL or Marceau has invested a lot of advertisements on the Internet, VANCL advertisements have even appeared on the tens of thousands of websites. Such online advertising attacks have already caught a large number of consumers, and some of them have been climbing again.

When the growth of new users reaches a certain peak, it will take some breakthroughs in e-commerce mode to climb up again.

Offline stores are an important way to make up for experience defects and attract users to try to buy the threshold.

But there are different ways to attract new users. Taking VANCL as an example, Li Jianxiong said that in the future, even if it opened a physical store, it would not focus on sales, but mainly on brand experience.

VANCL future experience store is a high standard and a very nice shop decoration. Besides trying on clothes, you can also access the Internet, drink coffee, and even VANCL's corporate culture wall.

If a user likes a garment in such a store, he can place an order directly in the store's network terminal.

Goal two: Interactive Marketing

Traditional brands often experience the pain of online and offline channel conflicts when they fight for Internet channels. However, there is much trouble for online brand pfer. The only short board is talent and team. E-commerce teams are often unfamiliar with the operation of offline channels.

However, online brands still have many advantages in line marketing. The biggest advantage is the immediacy of data and the habit of using data in the course of business.

Zhang Xiang, general manager of Guangdong Zhongshan Phil Garments Co., Ltd., one of the ten largest Internet operators in 2009, thinks that online stores sell the whole country and will accumulate nationwide data after a period of operation.

These data are equivalent to complete and meticulous national market research, which has a strong guiding role for opening stores.

Offline stores in different areas can be allocated according to local preferences.

But traditional brands do not have this advantage.

Take underwear as an example, it is difficult for Adam to open the market in the south, and Amway Fang has little success in the northern market. It is precisely because of its initial regional positioning that it is difficult to complete the nationwide market research.

Sun Hong, who has served in a traditional enterprise and now serves as general manager of Martha Maso, also said that in many traditional enterprises, the ERP system has almost become an ornament.

In an e-commerce company, Sun Hong keeps watching the sales data every day, making decisions based on sales data sooner or later.

For example, a T-shirt from Marceau has been replenishing four times since its launch, and the supply chain reaction rate has accelerated significantly.

In this way, the turnover rate of physical stores will also be accelerated.

VANCL although there is no substantial progress on the online entity store, the experience model under the online line has already appeared in the United States.

The Nau company, based in Portland, is an enterprise that combines real sales and online purchase experience.

Nau has opened stores in the 7 major cities of the United States. Customers can try clothes on in the store, then buy them online or order online, and register and place them in a store terminal.

Buyers can enjoy free delivery and 10% discount if they choose to order online.

At the same time, Nau will also donate 5% of the purchase price to non-profit organizations in the name of buyers.

But in China, most people in the industry think that this way of combining online and offline can not work.

Zhang Xiang said that at first, he wanted to try to promote online stores in his own entity store.

Once the customer enters the shop, the clerk tells the customer that the order can be purchased at a low price of 20%.

But the effect is not ideal, many customers feel puzzled.

Therefore, the interaction between offline stores and online stores is limited to background data.

At the customer level, it is also necessary to follow their consumption habits. They need a cognitive process for the physical store experience and the online ordering mode.

It is a false proposition to open shop offline.

The controversy started in the market. It is widely known that clothing B2C enterprises are open to shop. Before Mcglaughlin announced the full channel coverage strategy, he opened 400 physical stores, and Martha Marceau also opened a physical store in the downtown area of Beijing.

Together, some "observers" came to the conclusion that "online brands compete for offline outlets", and "assert": in the face of the surging offensive of traditional brands to seize the e-commerce market, online brands have launched massive counterattacks, invading the territory of traditional brands.

It's never too big to watch.

But is this the case?

Not to mention whether online brands have the strength to fight against traditional brands in areas where they are not good at it, we can see how thin and convincing the conclusion is from the "leading role" and the number of online brands.

In fact, from the perspective of enterprise positioning, all guests, Mcglaughlin, Masa Marceau, and George are all simple e-commerce enterprises, and their brand image and brand influence are formed on the Internet.

But its expansion is very fast, faster than traditional brands, not at half past one o'clock.

And the number of shops that are open and open is actually determined by the different development strategies of every enterprise.

This development strategy is also affected by many factors, such as different industries, different market matures, fierce competition, and even different packaging and pportation methods, which will affect whether online businesses want to set up offline shop decisions.

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At least from the current reporter's understanding of the situation, there is no enterprise in order to compete with traditional enterprises to open shop.

From the existing way of offline brand outlet, the path of selection is also different.

For example, the pharmacy network opened by Jingwei Company has positioned the enterprise in e-commerce business at the very beginning, although it has opened 43 entity stores, but it is online services.

These entities come first to obtain licenses for online sales, and the two is to distribute orders online.

From the point of view of management system, Jingwei initially established the company's information system according to the requirements of e-commerce companies.

Of course, this is also due to the characteristics of the industry. First, drug distribution needs timeliness. Consumers can not wait for delivery after two days. Two, the degree of standardization is high, the volume is small, the store can be stored in large quantities, and the three is that the rental cost in the community is not high, and the drug delivery distance is shortened.

And the clothing industry is different, like fans, Masa Marceau, and the outlet of the company are not expanding traditional channels and making money, but still serving online sales.

One of these stores is to solve the consumption experience lacking in online sales; the two is to maintain image and brand; the three is interactive marketing, which expands consumer contacts for online sales.

But the same is B2C enterprise, Mcglaughlin is a train of thought, since 2009, Mcglaughlin in addition to adhere to directory marketing and wheat net sales, but also hopes to expand sales through physical stores, to achieve full coverage of the channel.

From another point of view, cable brands insist on opening outlets, and there are brands that give up offline channels and specialize in online channels.

When the wheat packing bag of the OEM company decided to open up the domestic market, Zeng line walked on two legs under the line, opened more than 70 stores under the line, and the result was not good. It also made the enterprise unable to concentrate on the Internet channel.

So Ye Haifeng, founder of the firm, closed down all offline stores and moved into Taobao mall in 2008. Since then, he has made a successful brand of wheat bags.

Looking back again, online brand is not a real store. It is a false proposition.

Every family has its own choice, and the decisive factor is the positioning and development strategy of the enterprise.