The First Online Shopping Center Offline Experience Center Shanghai Settled Down

The news I just got is that Amoy brand O.SA's first physical store has been in the CBD of Futian, Shenzhen. Market Soft Opening. Although some people do not agree that online brands are coming to the bottom line, some people believe that online and offline integration is the inevitable trend of e-commerce development. And at this juncture of debate, some people have begun to put the online brand on the spot.

Zhang Haohan, vice general manager of Shanghai Taiyuan real estate Co., Ltd. was born in 1988, "atypical two generation". Chuang chuhai was born in 1981, "atypical Wenzhou people". Once the captain of the e-sports national team, now is Shanghai Yi test buying Mdt InfoTech Ltd COO. A year ago, they began planning to set up offline experience centers for online brands, easy to buy. Without accident, its first home Flagship store It will open in June 25th at the Hongkong capital Plaza shopping mall in Shanghai Fuxing East Road.

EMMAN became the first crab to eat.

Hongkong capital shopping center is located at 489 Henan South Road, Huangpu District, Shanghai, close to Yu Garden tourism business district. Since its opening last September, its average daily traffic volume is about 7000, with 14000 people on weekends. The first flagship store of the online shopping experience center is located on the two floor of the shopping center. The whole experience center is about 560 square meters. The more than 500 square meter experience center has been segmented into 15 regions to display 15 hot products of online brands, including 8 clothing brands. Each brand occupies an area of about 30 square meters on average.

30 square meters, for most brands, such shops are a little small. In this way, the latest products and hot money can only be displayed in the store, and the rest of the products can be viewed online through the touch screen. Customers can try clothes on, try wearing accessories, buy them easily, try to buy them, and then wait for express delivery.

On the morning of June 4th, reporters and a number of online brand representatives came to the two floor of Hongkong's capital shopping center to visit the basic shopping center, which was basically completed. The overall color of the shop is grass green and light yellow. The center of the experience center is a leisure area where customers can surf the Internet for coffee. Zhuang Chuanhai said, according to the plan, the left side of the shop mainly displays bags and footwear products, the right side is mainly clothing, and there are 8 fitting rooms in the clothing area.

In the afternoon of June 4th, the easy shopping guide will be held at the cloud club in Shanghai. At the venue, people are attracted by 4 touchscreens. For customers who have no online shopping experience, the first consumption can only be easily guided by simple guides.

Such touchscreens will be placed in the easy to buy experience center. In addition to displaying all the online products of the brand, it also embeds SNS applications. Sina micro-blog now has customers who can publish their experience of buying shop through micro-blog. The experience center of the shopping center is directly opposite to the middle hall activity area of the shopping center. In the future, it will provide the cooperative merchants with easy trial buying to carry out the offline new product release and marketing activities, etc., and then enlarge the network channels through social media, easy to buy website platform, cooperative business network store, and so on, and realize real-time interaction between the online and offline businesses.

Compared with the landing cost of Mcglaughlin's single store of 30-50 yuan, the threshold of easy test buying will fall down to 40 thousand yuan: margin 10 thousand yuan, shop design fee and prop charge 30 thousand yuan, which is a one-time investment of the brand in the early stage, without paying the bottom rent and property management fees.

Zhuang Chuanhai gave the brand names an account: the daily traffic volume of the two floor of the capital shopping center was 4000 people, multiplied by 0.4 of the arrival rate and 20% of the purchase conversion rate, and then multiplied by 200 yuan per unit price. The overall sales volume of the 15 brands in the easy test is about 23 million 360 thousand yuan a year, the average annual sales volume of each brand is about 1 million 550 thousand yuan.

For some Amoy brands that sell tens of millions of yuan or even hundreds of millions of dollars annually, a line shop that sells 1 million 550 thousand yuan a year does not seem to interest them. However, if it is multiplied by 10, this figure will be quite attractive to most of the brands.

Zhang Haohan's plan is this: at the end of June, the first easy test buying experience center flagship store opens, reaching 3 in September and 6 in December. Yi test will be copied in Shanghai and other cities at a faster rate.

After the investment promotion meeting, Fang Jianhua, the general manager of Amoy brand, became the first person to eat crab. He chose Shop No. 8. It is understood that a total of 10 online brands and easy test buying signed an agreement of intent.

"It is worth trying. After all, we do not need to invest too much, nor do we have much risk." Fang Jianhua told most of the brand of Amoy brands.

It is worth mentioning that the brand of the easy to buy brand is consistent with the price on line. As a result, the profit rate of the single product is much lower than that of online sales for the Amoy brand.

"Going to the bottom line is not about profits. The overall image of the brand and the improvement of customer experience are more important to us." Jesse, the product manager and designer of JESSIE&JANE, said Jiang Ying. Jesse Jane is a woman bag brand. She always asks herself for the brand mentality and standards. Before that, her product has entered some designer's brand collection shop under the line. {page_break}

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Yi tries to buy three English names: ECMall, EShowBuy, It 'SMine. These three English names have their own meanings: the shopping mall of ECMall=EC concept, while EC can be interpreted as experiential consumption (ExperimentalConsumption), and also the English abbreviation of Electronic Commerce (ElectronicCommerce); the second English names cover the commercial characteristics of combining virtual experience with physical experience; while It 'SMine shows the recognition and pride of Zhang Haohan and Zhuang Chuanhai on EC mode. They think that EC business model represents the direction of the development of new business civilization in the future.

When doing this project, someone asked Zhuang Chuanhai: "do you have similar projects abroad?"

"I really didn't think about that." Zhuang Chuanhai said. That is to say, he has no template to refer to.

Yi tries to buy and is backed by a real estate development company Taiyuan real estate. Zhang Hao Han's father, Zhang Chunze, is the head of the company. He has gained considerable fame in the field of housing development in Shanghai.

Zhang Haohan, 23, went abroad to study at the age of 16. During that time he took part in the development of commercial real estate projects. After returning home, he studied further in commercial real estate, and tried several commercial real estate projects such as Changshou Road's single family property.

As a new generation of real estate operators, Zhang Hao Han is committed to finding new breakthroughs in commercial real estate on the basis of the original commercial real estate development. He and Zhuang Chuanhai put forward the concept of EC. When people talk about the impact of e-commerce on traditional business, as a practitioner of commercial real estate, they hope to combine the commercial real estate and e-commerce with the tide of new commercial civilization, and seek a breakthrough in the new mode of commercial real estate.

The preparation time for the easy to buy project has been more than one year. Although Zhang Hao Han has long conceived of integrating commercial real estate with e-commerce, he has realized electronic experiential consumption while operating commercial real estate. However, his earliest conceived easy to buy experience center is not what it looks like now. He once thought of doing a great experience center, each brand has more than 100 square meters of exhibition space. Later it was found that this is not suitable for most Internet brands. "At the beginning, we should not set the threshold too high." Zhang Haohan said.

Although the concept of commercial real estate EC mode has existed, Zhang Hao Han has found many problems that he has never been able to solve. For example, how to determine how many online transactions are brought to the brand. Later, however, he realized one thing, the advantages of online and offline are nothing more than the low cost of online, the degree of experience and the awareness of goods under the line. The experiential center can separate product experience from product trading and give full play to its advantages. The online and offline composite consumption experience enables consumers not only to have a good consumption experience, but also to share the price advantage brought by e-commerce. At the same time, it also reduces the distrust of online shoppers, and pry non online shopping users to participate in high quality Internet shopping, reducing the current online shopping threshold.

"Some people do the traditional brand on-line, we do the Amoy brand offline, I do what we do is called the" electric business counter attack ". The value that we bring to the Internet business lies in the expansion of channels, user experience and brand promotion. In a word, it is based on the new business mode of the customized gene of Internet commerce. Zhang Haohan said.

"There is no fatal bug in this project." Zhuang Chuanhai said at the investment fair. Because it has a large number of technical support such as Heng Tian Wei Ye, Guan Yi software and so on. In early February of this year, the EC business model and the "easy test buying experience" project were also written into the "12th Five-Year" plan of Putuo District, Shanghai, and became the key commercial projects in the area.

"Every young entrepreneur will have his own bitterness story, especially for Internet traders. Now that the information on the Internet is over, and the cost is increasing, it will become an inevitable fact that the Internet business will be offline. The establishment of Yi try buy is to provide such platform and opportunity for offline merchants. We have strong strength in developing, site selection and store operation, and creating entity brand for network operators. Zhang Haohan said.

Of course, easy to test buy is welcomed by quality, not "see dead" network brand. Zhuang Chuanhai said: the quality of entering the easy to buy brand is guaranteed. In addition, he has some detailed criteria for entering the brand. For example, Taobao shop has a score of more than 4.6 points. He will also analyze the hot products of his online store. "If its hot products are purely sold at low prices, such Amoy brands are not suitable for easy shopping." Zhuang Chuanhai said.

In addition, although easy to buy is like a traditional department store, it uses the point of point system, but it focuses more on brand sales. "The brand that can keep customers in easy to buy is a valuable brand. The quality of service and product is what we are more concerned about, not just sales. " Zhang Haohan said.

Offline business is the only way out?

In May 23rd, at the Beijing meeting of the Wei Ya Network Club, Zhuang Chuanhai raised a question to CEO Zheng Min, the power company of the billion state. "How to treat the brand?" although Zheng Min personally felt that the online brand was not suitable for a physical store, Zhuang Chuanhai did not agree with this statement. In his view, online and offline are not entirely different. The boundaries between them will also become blurred. Online brands growing online will be the inevitable trend of e-commerce development.

Although e-commerce is developing fast and fast, we have to admit the fact that the vast majority of consumers and retail share are still in the real business. In China, 80% still do not buy online, and e-commerce accounts for less than 5% of the total retail sales in China. Most online brands are still struggling for the 20% online shoppers.

"The current situation is that we should step out from each other's competition and strive for more non internet users or non e-commerce users. Only in this way can we establish a brand and ensure the sustainable growth of the company. Zhang Haohan made suggestions to the network brand.

Chuang Chuang and his team contacted hundreds of Amoy brands, and inspected some of the brand shops.

"101 Amoy brands (as of August 2010), 46 of which have developed offline stores, and in fact, about half of the Amoy brands are not in an ideal state of operation. Why are online sales so hot that they are not doing well under the line? The main reason is the complexity of the real business itself and the apportionment of operating costs in the process of offline business." Zhuang Chuanhai said in September last year.

Zhuang Chuanhai believes that from the small network brand to the big network brand, and then to the online and offline integration of the big brands, this is the inevitable path for the development of e-commerce. For the Internet business, with the increasingly fierce competition in the B2C market of e-commerce, the Internet merchants are eager but unable to pry the traditional consumer groups that are not online and not online shopping. They can not expand the wider traditional mainstream market. However, the increasing promotion cost and low conversion rate of e-commerce make them have to find a more effective promotion channel; how to better satisfy the user experience and make up for the lack of user experience in e-commerce online channels is also a problem that the network brand must consider.

These are the reasons why Internet merchants are offline. And when the Internet traders want to go to the bottom line, the problem is following: compared with the traditional brand, the reputation of the network brand is too low, the discourse power and bargaining power in the shopping mall and other channels are too weak; the high rental cost of the physical store makes the profit risk higher; the entity store should not only face the customers, but also deal with the interests of the relevant interests departments, as well as a series of "complex" problems such as site selection, decoration and so on.

What is easy to buy is to "promote the process of new business civilization" and accelerate the transformation of online brand from "online brand" to "online and offline brand", and to move the vast number of traditional consumer groups.

Shrimp net COO Si Jian has also made many suggestions for Yi test buying project. At the investment briefing session, his conclusion is quite penetrating: "redefining the brand of Amoy by trying to buy it."

"The greatest value of brand is consumer trust. Easy test buying is the best marketing platform for Amoy brands. Si Jian said. For those consumers who have experience in online shopping, easy trial buying can help them improve their trust in online goods and meet the needs of users' experience. For a larger number of non online shopping consumers, trial buying provides them with a platform to understand the Internet and e-commerce, and also dispel their concerns about the safety of online shopping transactions and the safety of goods.

Someone asked Zhang Haohan, "what is the profit of the experience center?" Easy test buying is not only a place to experience online brand products, but also a place where you can play everywhere, you can enjoy free rest, and you can enjoy quality coffee or ice cream very cheap.

When Zhang Hao Han and Zhuang Chuanhai describe the birth process and future of Yi test buying, you will feel that they are idealists. In fact, this new mode also carries their business dream -- speaking of service and product quality rather than using information asymmetry to make profits.

Like most people who are keen on online shopping, Zhuang Chuanhai always likes to take the barcode from iPhone for shopping, and then check the price on the Internet. Of course, he is also afraid of being guided by purchase. This "copy number" makes many shop owners headache. Zhuang Chuanhai said, "let's make the price parity reasonable. Welcome to try to buy the experience Museum."