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Online Store Brand Runs &Nbsp; Traditional Clothing Brand Opens Shop.

2011/2/10 11:42:00 127

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Online Shop Brand Traditional Clothing Brand Opens Shop

Does the traditional clothing brand want to open online shop? Does the online store take away the customers of the physical store? Is the online store more suitable for standardized products? Is it suitable for fashion? Will the price of the shop affect the entity store? These questions make the decision making layer of the clothing Brand Company decision whether to invest in the online store.

At present, there are many "

Shop

According to the author's experience of opening a shop for a traditional Chinese brand, the Brand Company's PK shop is not too late to set up shop.

Attitude: online shop is full of misgivings.

People are also the main force of Internet users. Brands worry that the more consumers will buy online, the lower the sales volume of offline sales channels. For example, the target consumers of a traditional old brand shop are women over the age of 35. There is not much overlap between the consumers and the main users of the Internet. If online stores are opened, they will only move the original line of business to the network platform, basically the same consumers, who are worried that they can not expand the number of consumers. There are also concerns that online shopping platforms are once full of fake and shoddy products, the quality of products is not good, the prices of goods are chaotic, and the prices of goods are chaotic. At present, there are still many traditional brands that have various misgivings about setting up online shops. These are mainly reflected in the following aspects: for example, the target consumers of a brand are 14~28 years old.

With the rapid development of e-commerce, one after another, the brand of online shops has been born, such as Taobao, van guest, and so on.

These new developments

clothing

The online store for direct business has absorbed new consumer groups at its astonishing speed and engulfed the traditional clothing brand customers.

Their performance is also growing exponentially, reaching tens of millions of business.

Of course, there are many deficiencies in the rapid development of online stores. Because online shops are virtual stores, the general consumers will have doubts about their credibility, and even because there is no way to directly touch the products, they can not experience products, and consumers will have a vague sense of reality.

When most brands that own physical stores are entangled in the integration of new e-commerce and traditional businesses, some large online stores have begun to seize ground and even set up their own storefront to solve the problem of Internet users' experience.

Some traditional shopping malls are very puzzled under the impact of the new generation of e-commerce. They are worried that they will be considered as brand's large fitting rooms. They are also thinking about changing. If they do not enter the Internet age quickly, they will be caught in the dark.

Traditional clothing Brand Company should quickly lift the banner of natural brand credit, rapidly develop their official online flagship store, and establish their own factory + mouse + consumer mode.

When it comes to whether the online shop is profitable, many voices say "Exploring". In fact, many brands have begun to make big money by using integrated marketing of online stores and physical stores. For example, some of the online shops selling underwear have sold tens of thousands of single products, and Lining's sportswear shop has achieved 100 million yuan.

Therefore, investing in online stores is also a new experience of investing in the future and paying attention to consumers, not just paying attention to immediate interests. At a certain time, when the brand's own network experience is enough to let consumers rely on it, it is the time when online stores are making big profits.

Case: first enterprise is beginning to achieve results.

Now let's take a look at some specific data produced by a traditional Chinese clothing company providing online store services.

This is a company with a history of about 15 years. It mainly designs, produces and sells Chinese clothing, such as cheongsam.

Full dress

There are more than 40 physical stores, including leisure and bridal clothes, and the majority of customers are over 35 years old.

In fact, when we discussed the online store with this traditional brand, we also met the problems and concerns mentioned above. After nearly six months' negotiation, we decided to open online store in September 2010, that is, the flagship store of the brand.

In the 3 months since the flagship store was launched, the result of statistics shows that within 3 months, the website has attracted more than 10 thousand visits from nearly 30 countries in the world. The number of visits to websites has been maintained at dozens of people to hundreds of people every day, and nearly more than 20 pactions have been concluded.

From the analysis of the source of orders for consumers, there are orders from the United States and Australia. There are orders from domestic stores without physical stores. There are orders for young children to give gifts to their parents, young people are taking orders for their wedding or attending activities, there are orders for cheaper items during the promotion period, more orders for group buying and orders for goods purchased from off-season (there are no summer products in the autumn and winter stores, while customers come from the southern region).

At the same time, there are dozens of people who want to buy the store, ask the location of the store and make the order.

In fact, setting up online shops is not just putting photos of goods on the shop, but also requires the location of online stores and goods, and the promotion and construction of online stores.

When we set up this brand flagship store, we established several priorities beforehand. First, online shops can not be lower than the physical storefront in marking prices; two, online stores are basically consistent with product display of physical stores; three, online stores try to develop new customer groups for brands, while maintaining and serving old customers.

With these basic elements, online shops will have a good direction.

For example, we define the brand's online store as the official flagship store. In the early days, we vigorously publicized the concept of an official online flagship store through Internet resources, so that people could quickly integrate the online store with the original popularity of the brand.

At the same time, on the basis of high and medium price, we tell the target group the brand value and the concept of value for money by means of network marketing.

When we were promoting the online store, we received many emails, which reflected that the brand was too expensive. Could it be cheaper?

Such a high-end brand shop with medium and high price has been established.

In the second stage, we launch some preferential price products at the right time. When people see the low price products on the basis of the impression of high price, they buy impulse.

Of course, an appropriate discount will give consumers a very good experience and desire to consume.

In fact, many people on the Internet want to buy super value and good quality products, especially the products of famous brands. This is the driving force of the brand.

From the current 3 months of results, more people buy more than 1000 yuan products, and even order nearly 10000 yuan products, and through the online shop group buying paction is to bring online shop hundreds of thousands of yuan income.

Subsequently, in a return visit to a real salesperson, some shop assistants said: actually, the customers were worried that customers would go to the shop to spend more. The actual result is that the shop has introduced many customers to the shop, which is confirmed by the interactive code system between the shop and the entity store.

At the same time, the online store also provides an opportunity for customers who have tried clothes but not in single stores to buy their favorite products again. Through the interactive code system mentioned above, the online store has brought back sales commission benefits to the employees of the store.

Key points: full attention to resource integration

Through the above specific examples, we have concluded that the establishment of a well-known flagship official flagship store can not only enable the entity store to interact with the online store, but also expand the brand consumer group (80% of the registered users are under 35 years old, mostly women), which can cover a wider sales area, and is a good complement and extension to the entity store.

Online stores can make up for the shortage of physical stores from time to time, provide services for customer service anytime, anywhere, and meet the needs of many 8 hours' business hours. They can help brand manufacturers effectively sell the wrong season products, promote the sale of goods in the whole season (which is beyond the reach of physical stores), and can also deliver many customers to the physical stores.

Although the online and offline sales channels can be perfectly integrated theoretically, this combination is conditional.

If enterprises invest a lot of energy and rely entirely on their own strength to develop online channels, they may take a detour. The integration of channels on line and offline will take a long time.

To solve this problem, we propose to outsource the work of e-business, which is the establishment of traditional brand shop, to professional companies, so that the cost of the company can be saved and new channels will be opened up, just like opening a new entity franchised store.

Because brands invest in online stores need a lot of resources, such as recruiting IT professionals. These professionals may not have any work experience in clothing. Of course, when they cooperate with the original team, it will take a long time to run in and train.

This is like entering a new business field, far from the original business of the brand.

The development of online stores should be a kind of integration of resources, such as the advantages of integrated marketing and brand management experience, and IT professional background, which can help traditional clothing Brand Company realize the electronic business dream of flagship stores at the least cost.

Put forward: