Seven Adults Choose To Buy Branded Clothing In A Physical Store.

Buying clothes is a kind of fun, but in the prevailing online shopping, the pattern of buying clothes is diversifying: buying in the mall, buying in the small shop, buying online, and having a fitting in the physical store, deciding whether the dress is appropriate or not, and then buying it online. This is the fitting family.

The appearance of the "fitting family" makes the business of the business face some difficulties and difficulties. In essence, it is not conducive to the development of the market. In fact, most of the clothes that are sold on the Internet and can go to the physical store to try on clothes are mostly. Brand clothing That is to say, the root of the problem is more in the brand's own operation, and the different price differences between the online and offline hastened the "fitting family".

phenomenon

For half an hour, take down the number and go.

It is understood that some consumers now go to some brand store to try on clothes, and try for more than half an hour. A salesperson said that the consumers of these fitting clothes had chosen several clothes to try slowly in the fitting room, or even taken photos and copied down the number and then bought them online. The price difference between the shop and the shop has spawned the "fitting family". It is understood that the same clothing goods in the physical store only hit 7 to 20 percent off, while online stores may hit 4 to 50 percent off.

It is reported that in a skiing shop in Australia, in order to prevent "fitting family" malware fitting, customers are asked to pay $50 to buy a "try out coupon" before fitting. If the customer decides to purchase the goods, 50 dollars will be returned. If it is not purchased, it can not be returned.

Although there has not been a collection of "fitting fee" merchants in the country, the sellers have come up with various ways to deal with the "fitting family" from time to time. Now some businesses have tried to put up the tag of clothing to prevent malicious "copy number". However, these practices have also been questioned by consumers, who believe that hiding the tag will make it difficult for consumers to obtain information about clothing, prices and other information, so that the selection process is opaque.

expert

Wang Xianqing's "fitting family" phenomenon is not conducive to normal operation of businesses

Wang Xianqing, Secretary General of the Institute of circulation economics of Guangdong University of Business and Secretary General of Guangdong Institute of business economics, said that "fitting family" is a phenomenon that consumers take advantage of the promise of business services, which takes up and utilizes the resources of merchants. Because Network mall With the expansion, more and more people spread this free dressing mode, which seriously affected the normal existence and operation of businesses. Therefore, the proper collection of this "fitting fee" is a correction of this unfair behavior and accords with the principle of fair trade and is reasonable. As for "fitting family" how to try on clothes, this problem should be provided by the manufacturer or the network operator terminal platform, not the merchant. Unless the manufacturer and the net trader pay the "agent fitting fee" to the entity merchants.

Huang Huajun's "fitting fee" is unreasonable but reasonable.

It is generally accepted by the industry that the "fitting fee" approach is understandable, but not desirable. Rather than considering the prevention of "fitting family", it is better to consider the integration of online and offline sales. Huang Huajun, the chief executive of the first business network, said in an interview with a reporter that "the fitting fee" is unreasonable, but if you want to accept, unless the bottom gas is full, otherwise he will die. Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association and chairman of Chu Rui commercial planning and operation organization, also said that "fitting fees" did not conform to domestic consumption habits, especially in the domestic retail market. Dou Huaishan, general manager of China general merchandise department, said that the "fitting fee" is unreasonable and difficult to implement. It can not only fundamentally prevent the "fitting family", but also alienate the non online shoppers.

business

Outlet shop entity store integration or differentiation operation

In the face of the increasingly large "fitting family", how to deal with the business? Huang Wenjie, executive director of Guangdong provincial Circulation Industry Association and chairman of Chu Rui commercial planning and operation organization, said that there are two ways to solve the problem of "fitting family": first, the integration of online shops and entity stores, to stop buying outflow after fitting clothes; and the two is to differentiate online from physical stores, that is, the styles of online shops are different from those of physical stores.

Outlet network brand active offline set up a physical store

Dou Huaishan, general manager of China general merchandise department, said that the "fitting family" is coming along with the online shopping craze, which will be more and more. This is a general trend and can not be reversed. Some network brands, active offline, the establishment of a physical store, to facilitate the "fitting family" is also a solution. The "fitting family" is often troubled by some low-priced clothing stores, products are unique and easy to imitate. Such stores can only make an article from the purchase channel, or take the initiative to get online. cost reduction 。 In the middle and high-end brands, physical shopping is still the mainstream, even if there are flagship stores on the Internet, it also takes the initiative to adjust the structure of goods and avoid vicious competition with stores.

Outlet opens fitting area

Wang Xianqing said that if the "fitting family" is large, it will be difficult to guard against it, but some measures can still be tried. For example, open up the fitting area and make clear the charging service. The most important thing is to improve the quality of the consumers themselves, more about honesty rather than the interests of others.

investigation

More than 70% chose to buy branded clothing in physical stores.

From the way of buying, 77.81% of consumers said they would choose to buy branded clothing. Only 5.86% of consumers said they would choose to buy online brand stores. Some consumers will first look at styles, fitting clothes, and then buy them online. In this type of survey, 11.13% of Internet users will buy the brand online stores, and 5.21% will buy similar models online. It can be seen that for consumers of brand clothing consumption, consumers are most concerned about and accept the "brand" itself, rather than buying similar products.

In the survey, consumers reflect their favorite brand online is not very easy to buy. 49.82% of respondents said that even if they had a favorite brand shop, they had little choice, and 12.89% of respondents said they could not buy their favorite brand online. Only 37.29% of respondents said there were more online brands that they preferred. Visible, at present, Brand clothing The most important and important sales channel is shopping mall instead of network.

More than half of people think fitting is a helpless move.

When asked about "how to view the fitting in the shopping mall and buy this behavior online", more than half of the respondents thought that this was a helpless move under the high price of the goods, not the consumers, accounting for 51.11% of the respondents. 39.52% of respondents believe that this is the behavior of consumers to compare prices, which is reasonable. Only 9.36% of respondents said that this is an immoral act against business interests and should be stopped.

More than 60% thought the "fitting fee" was unreasonable.

With regard to the practice of "fitting out fees" implemented by the state, 61.55% of the respondents thought that the "fitting fee" was unreasonable. Trying clothes was the right of consumers, and in any case, they should not receive money. 28.54% of people believe that if they do not buy clothes intentionally, they should try on clothes for consumers and not receive money. 8.15% of the respondents thought it was understandable, but businesses could use other measures to prevent "fitting families" instead of "fitting out fees". Only 1.76% of respondents believe that it is a legitimate defense for merchants to charge "fitting fees".

1.05% of the people were charged with the "fitting fee" experience.

However, most of the respondents did not encounter the situation of being charged for the "fitting fee", and only 1.05% of the consumers were charged with the "fitting fee". But 54.13% of respondents said they were unhappy when they tried not to buy it.

In addition to clothing, 46.90% of the respondents said they would occasionally select and test other products such as books, digital products, household appliances, etc., and record the detailed models before buying them online.

"Fitting family" behavior is like eating overlord meal.

The goods were better than three, and consumers should take it for granted after the first test. But the locusts such as locusts generally disturb the market and occupy the resources of merchants without compensation. The fitting room, fitting and folding work after fitting is the duty of the businessman, but the premise of this obligation is that the consumer may consume. If the consumer is holding the "fitting in anyway, no money, try not to buy" mentality to feel comfortable and fitting, actually it is no different from eating the overlord meal.

In other words, malicious dressing attempts, though disdained, are hard to avoid. No one will wear a "fitting family" on their forehead. It is difficult to distinguish between true shopping or fake fitting. The moral restraint on consumers is not the best way to solve problems in the market economy. The origin of the "fitting family" is the high price of the physical shop and the unintuitive product of the shop. The solution seems to be that prices are flat and online entities are solid. Only after two prices are flat and the online shop is materialized, can it be solved directly in the entity store? Is online shopping still necessary? This does not seem to be a problem that can be solved overnight.