Network "Outlets" Vip.Com Announces "Multi-Channel Retail Solution"

Time limited panic buying and rolling sales

Network "outlets" vip.com announces "multi-channel"

After the success of China's personal online store has broken through 1200, the traditional retail brands actively open up the network sales channel, which is undoubtedly the commercial hot spot in 2010. The blowout of online consumption is also shaking the traditional channel system more and more deeply.

Against this background, vip.com, the largest brand discount website in China, recently announced a "multi-channel retail solution" with nearly 1000 brands. It hopes to make use of its online sales mode of "time buying" and "rolling sales" to help all major retailers to solve conflicts and problems between the network and traditional channels.

Solving the conflict of channels "Jen long chess game"

The friction and labor pains between the Internet and traditional channels have undoubtedly been the trend of many traditional brands.

"In 2011, we may have new brands every day, and the sale time will be shortened. Each brand will not sell for more than 3-5 days.

"Hong Xiaobo said," the core of the "multi-channel retail solution" is not to think of network sales as "e-commerce", but to introduce more "multi-channel retail" concept.

For most traditional brand development network sales, there is no need to take the road of "building online shopping + promotion", but to establish a multi-channel retail mode with traditional channels, and avoid the conflict focus of online and offline sales.

Because of this, vip.com's "time sale" sales model can be recognized and sought after by thousands of brands.

Build brand "online promotion" feast

From the point of view of online promotion, vip.com, which has 1 million 500 thousand active quality members, is also a very good commodity display platform.

The website has not only done the visual packaging of product pages with professional photographers, models, and modeling teams, but also carried out free brand communication and penetration with brand stories and Flash animation as branding agents.

The survey data also showed that consumers who bought a brand in vip.com visited the brand website at 75%, and the brand repeat purchase rate increased to 50%. Consumers who bought the brand at the original price even reached 20% online.

It can be said that every brand that has been on the line for 8 days on vip.com has carried out the "free and accurate dissemination" of the brand communication value through the vip.com platform for millions of potential customers, which has greatly enhanced the brand's popularity.

Secondly, vip.com's operation mode is not simply to cater to the needs of consumers, but is manufacturing demand. This is also the reason why vip.com categorization is based on "brand" rather than "category" and does not add commodity search function.

This not only makes consumers full of expectations and concerns about the upcoming brand products, but also promotes consumers' non urgent purchase in the process of browsing.

For example, some consumers wanted to buy a skirt, but finally they put their shoes, coat and accessories in the bag, which is the influence of vip.com's "driving" consumption.

Moreover, vip.com's discount sales not exceeding 8 times a year will not only affect the brand's online official website channels, such as flagship store of Taobao mall and offline store sales, but also attract consumers of wider range through the network platform, and to a certain extent, maintain the brand's freshness and purchase desire of consumers.

At the same time, vip.com's strong volume in 5-8 days is even stronger than that of flagship stores and physical discount stores for several months.

The other data feedback that vip.com accumulated during the sales process, such as customer preferences, age distribution, gender, regional proportion, unit price and purchasing power, also provides the most direct factual basis for the formulation and adjustment of the follow-up actions of the major brands.

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Finally, vip.com is undoubtedly a model of the development of the Internet "outlets" business model. It pplanted the "time sale" form to the network and carried out "improvement" which is more realistic and without damaging the high-end image of the brand: shorter and more concentrated selling time, more refined products, more beautiful and intuitive display of goods, special brand image display area, faster and more convenient purchase process experience, safer and more convenient online payment method, more stable and efficient logistics distribution and more reliable after-sales service.

In Hong Xiaobo's words, such a way is "elegant" in itself. "Discount does not mean damage to brand value. We just use other ways to make consumers benefit, so that the brand can get tangible benefits.

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Zara has created the miracle of the 15 day high-speed supply chain and has achieved great success worldwide. While vip.com enters vip.com's warehouse, goods line, consumer purchase, delivery and receipt, the fastest time in principle may not exceed 72 hours. Undoubtedly, it wants to create a "fast supply chain" myth for branding.

For brands, vip.com provides not only a selling platform, but a comprehensive solution of multi-channel retail, and the rapid supply chain is the core element in this process.