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Open The Clothing Store "Air + Land War" &Nbsp; &Nbsp; To Expand The Market Share.

2010/10/6 11:27:00 71

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In October 10th, Wu Shihui's first dress in Xiamen.

Flagship store

Opening soon.

Before Wu Shihui's clothing was sold through online stores.

Wu Shi Hui

This attempt to open a physical store is not "one person fighting," and all the big Internet companies are beginning to try to fight the store business.

Su Guiqiang, general manager of Kai Chun technology, said that they are going to open a customer experience center in Beijing, Shanghai and Guangzhou, and Lin Yucheng, founder of the Shang tea products, told reporters that their experience shop in Xiamen will also open in November.

In July this year, the B2C excellent companies selected by the Xiamen Trade Development Council were all single enterprises with e-commerce as the sales channel.

The main purpose is to expand market share.

Before entering the network sale, Wu Shihui, Su Guiqiang and others all have their own business.

Physical store

The experience, however, was not satisfactory. Finally, they entered the field of e-commerce with low operating cost and achieved success.

Many entrepreneurs, like them, start from the network and accumulate "capital" before they are expected to "turn virtual stores into reality".

Now, when they become more and more prosperous in the field of Internet sales, the reason why they turn back to the physical market is to expand their market share.

Wu Shihui told reporters that this time he wanted to open a physical store because of "market demand".

In addition to the two franchises that are about to open, more than 80 franchisees are discussing with them about franchises. It seems that the expansion of market share and expansion of brand influence in the eyes of Internet traders can only be achieved by physical stores.

The reason why Su Guiqiang and Lin Yucheng, who sell cosmetics and tea online, are also trying to understand the needs of customers face to face and expand their market share, so they set up an experiential shop.

Lin Yucheng's daily sales volume is about 100 thousand yuan, and opening a physical store is actually not much help to improve online sales volume. It's all for "asking for directions".

Su Guiqiang's experience center focuses on providing experience and customer value added services, and does not sell products.

Brand promotion must be established in a physical store.

Wu Shihui told reporters that the purpose of opening a physical store is to enhance its brand awareness and reputation, which is the only way to enhance brand.

"There are differences between online and offline consumers. Online consumers pay more attention to price and tangible benefits, while offline consumers pay more attention to real experience.

More high-end clothing is still sold online.

Wu Shihui said.

Another shop owner agrees with this view.

He told reporters that the advantage of opening a physical store is that it can make the corporate brand more plump. Because there are many brands on the Internet, there are still many consumers who are skeptical about what they sell on the Internet, and they can also display the image of the enterprise and guide the flow of information.

"The shop is just like the air force, the entity shop is like the ground troops, the war needs the air force and the ground troops to cooperate together, so as to occupy the stable territory."

Su Guiqiang joked.

To avoid "hands to beat" in battle

When the traditional clothing enterprises enter the field of e-commerce, the biggest problem is "two hands fight each other". The online shop pricing is lower than the entity store pricing, thus affecting the sale of the entity store.

But Wu Shihui and Lin Yucheng think that as long as they are clear, they are not afraid of such problems.

Wu Shihui said, street shops do high-end products, products will be differentiated, and will not conflict with online stores.

And even the same product launched on the internet shop is also consistent with the price at the physical store.

Lin Yucheng said that sales of physical stores are also one of the channels, and the key lies in channel management.

Although the online and offline consumer groups are different, as long as the rules of the game are well established and strictly controlled, the situation of "two hands beating" will not happen.