Clothing Brand: Where Should The Internet And Offline Go?

Last May, when the first real store of masa Marceau was unveiled, it was the domestic network.

Even if there are free door-to-door products to experience free activities, but online shopping

The establishment of a physical store not only meets the needs of some consumers for sensory perception of products, but also conveys their own brand ideas and product quality to consumers in a more direct way, so as to truly achieve the ideal shopping mode of offline e-commerce, online shopping or direct online shopping.

As the first network to dare to move from line to reality

Although fully prepared, but the network

Sun Hong said that the establishment of the entity store was endowed with the function of consumption experience, but after two years of operation, it has been very difficult to do this function, and its operation is no longer compatible with the strategic direction of the enterprise itself, so it is closed.

Marceau, vice president of masa Meishan, said that the reason why Massa Marceau closed the experience shop is to focus on the development of online business.

In the past, the role of offline experiential shop is to match online sales and provide more humanized services for consumers.

She also revealed the possibility of switching to the experience store. She said that Marceau would not rule out another experience store, and would choose those businesses that match the brand positioning and target consumers.

Internet brands try to "offline"

The road is rough and the future is bright.

The research center of the billion power research shows that the distribution of e-commerce brand entity stores shows that some of the well-known e-commerce brands still have about half of the electricity supplier brands do not lay down shop, some of which even cut down the physical stores under the line.

Among the 10 e-commerce brands surveyed, dream bazaar, Masa Marceau, Mcglaughlin, LAN mu, diamond bird and Kelan diamonds have physical stores. Because of the larger traditional channels, Mcglaughlin has a smaller number of other brands.

The dream bazaar has 19 entity shops, the Kelan diamond has 23 entity shops, the diamond bird 11, Lanmu and Masa Marceau are few, 3 and 1 respectively.

In the statistical entity store, basically covered the brand's own store and franchisee, some large scale entity counters are also included.

In the geographical distribution of the entity store, enterprises basically spread around a certain area from the point to the surface, or mainly lay the domestic first and second tier cities.

(statistics above) as of February 2012, the statistical enterprises are mainly brand independent B2C, and many "Taobao brand" grown up by the brand is not included.

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Internet clothing

As Taobao's domestic leisure style men's clothing brand J Bo Te C in March 26, 2011 officially won the Lenovo A round investment.

In this way, the brand expansion strategy of "the development of entity chain from online to offline" has been put forward by soberdca. The brand name "Shanghai impression Chinese style" Qipao Tang style Chinese women's wear shop has also been planned for landing in Shanghai business circle in the second half of 2011. In 2010, Mai Bao set up its first display shop in Zhejiang base, according to Fang Tianyu, deputy general manager of wheat bag. In the future, the exhibition shop will be established in all places in the future.

The brand influence and brand image of these network clothing brands are formed in the network. They are developing fast and can not be achieved by any traditional clothing enterprise. Most of the offline shops are also for online sales, such as solving the lack of online sales experience, producing interactive marketing, maintaining brand image, and so on. None of them is to compete with traditional enterprises or expand traditional channels and make money.

Cao Lei, director of the China Electronic Commerce Research Center, said that whether online brand or traditional brand, "Online + offline" double loop interactive marketing mode is a trend of development.

This model has already appeared in some developed countries.

motion

Whether the online clothing brand is suitable for setting up a physical store or not, because of the closing of an experiential shop of Marceau, we have different choices, and the decisive factor is the positioning and development strategy of the enterprise.

At least Martha Marceau bravely stepped out of this step, and for the entire Chinese garment industry, the experience summed up from this brave attempt seems to be more necessary to better realize cross-border operation in the industry.