Online Shopping Experience Hall Or Electric Shoe Enterprises Will Become A Public Relations Show

According to JP Morgan, the total scale of the global e-commerce market in 2011 will reach US $680 billion, and this figure will reach US $963 billion by 2013.

According to the monitoring data of China Electronic Commerce Research Center, the number of Chinese netizens and the number of online shopping users in 2010 have exceeded 450 million and 158 million respectively. The scale of online retail market pactions has reached 513 billion 100 million yuan, nearly double that of 2009.

Learned from a well-known investment organization, the number of online shopping users in 2010 exceeded 80 million, and the output value of footwear e-commerce exceeded 20 billion yuan.

AI consulting expects that the retail sales of Chinese footwear enterprises will reach 160 billion yuan in 2015.

In the face of such tempting

In fact, at home

The shoe market online shopping experience hall provides consumers with online shopping experience and shoes as the main business.

Now that the terminal stores have been opened, why do we only lock in a very narrow consumer group of online shopping, while ignoring the larger non online shopping consumers? Consumers are afraid to spend a lot of money explaining their customers to buy shoes.

Unfortunately, after the explanation of service staff, most consumers will only remember that it is a shoe shop that doesn't sell shoes, and is not aware of what you call "Internet experience stores".

Not realizing sales, but also offending consumers, may also have damaged the brand's good reputation in the eyes of consumers.

{page_break}

It is these fatal inferiority that causes the online shopping experience hall to always be in the trial stage, and lacks a more complete profit model, which is difficult to carry out in a wide range of industries.

Personally, in view of the current development situation, the online shopping experience hall is still difficult to promote in the whole country, but it basically has the conditions to promote in the second tier, medium and large cities.

On the one hand, the domestic second tier cities have already formed many influential regional commercial centers, such as the famous Beijing Wangfujing, Shanghai Huaihailu Road, Chengdu Chunxi Road, etc. on the other hand, online shopping consumers are mostly urban residents. As e-commerce is inseparable from the platform of the Internet, with the popularization of network knowledge and the promotion of infrastructure construction, there are few consumers in the countryside.

Moreover, the current online shopping logistics distribution system is also difficult to penetrate into the more remote rural hinterland.

Even if there is, it is difficult to ensure customer experience.

In the core business circle of a second tier core city, the establishment of online shopping experience shop or experiential hall for shoe enterprises can effectively achieve the purpose of customer service and maximize the visibility of the brand.

In addition, the core business circle is set up.

AOKANG, the famous brand of men's shoes in Wenzhou, has 12 stores in the core shopping area of Ma Ma Street, including flagship stores, single brands such as Kanglong stores, red bird shops, and integrated stores and discount stores. AOKANG group can choose one out of 12 stores as a special online shopping experience shop or Experience Hall, and form an online and offline interaction with AOKANG's official AOKANG mall. The experience hall can form a larger division with other franchised stores around the world, such as image, product style, display and service personnel's dressing. For example,

Due to the large number of franchised stores, the impact of e-commerce on its offline sales is relatively small, which is expected to achieve double harvest on line.

To ensure the successful operation of the online shopping experience Museum, enterprises must have strong design and research capabilities to ensure that every season there are enough shoes to support them.

Although some stores or street shops have been pformed into experience museums, although the total number of stores has not changed, it is necessary to increase the number of shoes in order to avoid conflicts between online and offline businesses.

However, it is not a difficult problem for the shoe brand that strives for online and offline double harvest.

More importantly, the emergence of this new form of experience hall can make shoe companies make a big fuss about public relations, develop a strong public relations campaign, and fully seize the resources of the first advantage.

For enterprises such as AOKANG and BELLE, which are already relatively complete in line and offline, they can plan a large-scale public relations campaign. For example, the 100 cities online shopping experience museum will open on the same day, which will create strong publicity shock waves.

Companies like AOKANG and BELLE have more store resources at the terminal. It is not difficult to select one hundred stores to pform them into online shopping experience galleries, but we must choose the core cities.

Although online shopping consumers are mostly urban consumers and are more concentrated, there are so many cities in the country, assuming that 100 online shopping experience shops need to be set up. One core city is also one, or even one province, and one or two. Is it necessary for consumers to go through mountains and rivers to experience it personally? But it is one thing for consumers to come and not to experience it. It is also one thing that we do not provide such services.

Although the service is potential for this part of consumers, the potential service is also a service. It can also improve the trust degree of online shopping consumers to brands and products, thereby greatly improving the online shopping paction rate.

{page_break}

Therefore, if the shoe companies are interested in trying to set up online shopping experience hall, they can move towards the direction of public relations.

This is a preliminary plan based on the actual situation of shoe companies.

If conditions are available, shoe companies can realistically implement this experience, thereby increasing the added value of services and creating conditions for upgrading the value of the next product.

In this regard, Chinese shoe companies can learn from the operation of luxury goods such as LV and Armani, and further enhance the brand's quality through this personalized service.

If shoe companies want to further improve their own grades, they can increase other services in the experience Museum. Besides trying out the service, they can increase the matching of shoes and clothing, so as to further extend the industrial chain.

If the shoe companies can integrate resources sufficiently strong, they can create personalized design services based on the experience hall. After entering the experience hall, consumers will be tailored to the customers and provide a series of specialized shoes and clothing matching services in order to highlight the dignity of consumers.

In addition to displaying shoes, the museum should also be equipped with various fashionable clothing styles, such as luggage and accessories. Even watches and jewellery can be displayed. It is necessary to control the quantity, highlight the main products - shoes, turn the experience hall into a shoe and clothing culture salon, and invite international and domestic famous designers to serve the consumers and give consumers the aristocratic treatment.

If the shoe companies can do this in the future, and the services provided can be recognized by consumers, it is also possible to create a brand of China's own luxury goods.

At this point, we can replace the names of "XX online shopping experience hall" into "XX fashion experience Museum" or "XX fashion club" and "XX fashion Salon".

As mentioned above, for the time being, the public relations significance of "online shopping experience hall" is greater than its service significance.

The "network experience Pavilion" should provide new ideas for the promotion and promotion of e-commerce in shoe enterprises.

Liu Qiangdong, CEO of Jingdong mall, said: "e-commerce in physical pactions is to meet the needs of netizens in kind. Publicity and promotion must not rely on advertising, and advertising is the most serious problem."

The shoe enterprise online shopping experience hall is a good publicity channel for the official website of the enterprise, avoiding the single promotion method of advertising. Through the external image and interior decoration of the experience hall, the more important is the personalized service of the employees, so as to attract more consumers into their own brand consumer groups or potential customers.