Shoes And Clothing Network Brand Antennae Go Deep Below The Line

In traditional industries, manufacturers are rushing into the net. Electronic Commerce In the meantime, the Internet brand They also plan to "fall to the ground". They will go deep into the traditional offline channels and establish an online and offline interactive marketing system. According to the expansion plan announced by a number of strength network dealers in Fujian, this year will be a critical period for the online brand to open its stores. The competition between these stores and the traditional industrial stores is inevitable.

　 Online, you can see it in the shop.

Recently, network Brand brand "swell" business has been released, and the brand expansion strategy of "entity chain" from online to offline has been put forward. Sen Zhou tea and Shang Ke tea have been opened in Fujian experiential shop; and the chief executive of PBA cosmetics, Su Kwang Qiang, has revealed that he is ready to open a customer experience center in Beijing, Shanghai and Guangzhou. This series of enterprise behavior shows that online brand opening of physical stores has become a major trend of e-commerce.

Reporters learned that from the second half of last year, in the first solid clothing flagship store in Fujian, the company launched the franchise system, and the franchisee team continued to expand. In 2011, the brand will open 80 stores to 100 entities in the country, which is the initial goal set by the company. "Entity stores focus on user experience, emphasize more on service diversification, and use online and offline interactive marketing mode to maintain brand advantage and leading position." "There are always some people who will not go online shopping, and no brand will be limited to the Internet," said Wu Shihui, founder of the company. Network brand is only a phased name. Making brand should not separate the line from the offline. The brand itself should be an all-round three-dimensional performance. Known as the Internet brand, we first chose the shortcut of the Internet in the process of creating the brand, and made some achievements. If you want to achieve greater success, you still have to go to the bottom line.

PBA cosmetics and tea products that sell cosmetics and tea online show that the purpose of the offline industry is not to increase online sales, but to understand the needs of customers face to face and expand market share. "In fact, there is not much help in improving online sales volume." Su Guiqiang, chief executive of PBA cosmetics company in Xiamen, said the experience center is mainly to provide experience and customer value added services, and will not sell products. Xiao Senzhou, owner of Sen Zhou tea, also said that he plans to choose a city to open an experience museum every year, but the experience hall does not sell tea. It only provides experience. Customers need tea or choose to buy online.

　　 "Cheap online shop"

Impact of "entity store expensive"

Whether the Internet brand enters the offline channels or the traditional enterprises enter the field of e-commerce, the biggest problem is the "two hands fight", that is, the pricing of online stores is lower than the price of physical stores, thus affecting the sale of physical stores. But the industry believes that as long as a clear distinction, and not afraid of such a problem.

Wu Shihui said, the physical store does 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 in line with the price of the physical store. "Consumers must be able to enjoy the same quality and service at the same price wherever and wherever they want. This is what we must do. The price is uniform in all channels, and all consumers get the same services and enjoy the same treatment. I am very opposed to the high price of offline shops. This is not reasonable. For consumers, we always insist on the same price, and the price of our offline stores will never be high. We have many franchisees who have actually implemented the price strategy, which shows that our price strategy is right. Wu Shihui said.

Online and offline pricing is also a big problem for the seven wolves. Zhou Shaoxiong, chairman of the seven wolves, said that the company hesitated for two years in the pricing conflict. In the process, it has been exploring e-commerce continuously, which is why the wolf wolf formally established its official website on Taobao online in 2008.

According to Zhou Shaoxiong, the seven wolves will classify the products on the one hand after testing the water e-business. On the other hand, they will authenticated the dealers and introduce a series of systems and policies in the process of price management. The dealers and network distributors of the original wolves will be unified into a unified management system, and they will be given the qualification management from the pricing method and the product delivery form. On the other hand, Taobao has also helped seven wolves to comb the original seven scattered wolf products which are relatively scattered or unclear. These measures make the conflict between online and offline significantly reduced.

　 Sales channels towards three-dimensional

The integration of online and offline channels has become the trend of development in the era of e-commerce. Three-dimensional sales channels are becoming a new trend in the development of the industry. Consumer demand is increasingly diversified, and single mode can not meet all needs. Especially when enterprises are willing to seriously consider the convenience shopping experience of consumers, the integration of offline and online resources should play a complementary role and form a positive interaction.

"Entity store structure and network sales system complement each other, form complementary advantages, and achieve the maximization of brand influence." Wu Shihui believes that "the integration of online and offline channels will be the development trend of the future industry."

"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 said.

Xu Bin, deputy director of Anta e-commerce, said that the offline and online sales channels will merge one day, and this integration is conditional. First, there is a very reasonable mode in business mode, but ultimately it should be resolved from the level of IT technology. It is foreseeable that through the future electronic commerce system, a consumer may purchase orders from the online, he can go to the outlets near his home to get the product. The two problems have been solved, and the era of convergence between offline and online should come soon.

According to expert analysis, from the perspective of the development of the times, any enterprise depends solely on the online or single line. There is a shortage of online channels. The online channels must be extended to online, and the combination of online and offline is an inevitable trend. How to integrate online sales system with hundreds of physical stores to form a complete and solid sales network is a matter for enterprises to face sooner or later.