Shopping Carnival Is Coming Soon, Low-End Brand Clothing Has Become The "Worst Hit" Disaster Area.

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"Near the" read and try, but not buy "the copy number clan frequently infested.

Almost every festival is the "gold absorption Festival" of merchants. In November 11th, the "four links and one" became the "shopping Carnival" through the early planning and promotion of Taobao.

The website has followed up, making this "out of thin air" Festival more influential and popular.

Some people are glad that some people are worried. In the same time, Taobao and other electric providers repeatedly refresh the single day paction record. At the same time, the traditional entity shopping center is not only affected by business, but also because of the huge number of "copy numbers", and it is humbled "to dress for the online shop".

As this year's "shopping Carnival" draws near, individual entities have taken a series of measures to guard against the "copy number clan". This has also attracted controversy.

In November 11th, the online shopping carnival was getting closer and closer. However, the salesmen of the major shopping malls were constantly complains: the "copy number clan" of the sporadic action on weekdays was pouring into the middle and low end brand recently.

And household appliances stalls to become the "worst" disaster area.

Copy number: hide in the fitting room to copy cards.

Salesperson: blocking signs "marking people"

According to media reports in Liaoning, a certain department store in Anshan

In the counter, all the positions of the clothing labels are sticky.

Salesman bluntly, this is to prevent online shopping "copy number clan".

For store counters, the clothing tag has the "strategic" role: as the cost of rent, labor and other costs is high, the same thing.

Usually, stores sell more than stores.

Many online shoppers then pretend to look at the counters and look at their favorite costumes. They secretly take notes and go home to search and place orders on Taobao.

Therefore, the mall counter has served as a free exhibition hall for the shop.

Xiaojuan, a salesperson who works at the clothing counter of a shopping mall in Tianhe, Guangzhou, told reporters: "this kind of" buy good "is a good person. They do not mess up or dirty their clothes at all. They do not waste our breath.

What really makes us headache and angry is that people who keep trying clothes and hide in the dressing room and use mobile phones to shoot the tag are not only trying to mess up the clothes, but also we need to do that in a short while.

Our basic wage is very low, and our revenue must be commended by sales volume.

Over time, we will be driven mad. "

In order to guard against this type of "try clothes and copy numbers", some shopping mall counters require salesmen to take the strategy of "marking people". When the people try out clothes, the salesmen stand aside so that they have psychological pressure.

But Xiaojuan told reporters that in Guangzhou, this "marking strategy" strategy is not feasible, because fitting involves privacy. "Marking people" will annoy consumers. From a utilitarian perspective, even those who sincerely want to buy clothes at the counter will be driven away.

After all, clothing is a highly personalized commodity. Compared with other appliances, such as household appliances, digital products, and other highly standardized products, it is the hardest hit area that the shopping mall is suffering from "copy number".

Expert weapon store:

Should enter the "discount season" in advance.

"Copy number clan" only copy, do not buy, shopping malls spend money to rent and hire people but "shop for the net shop". What will the mall do in the future?

With this question, the reporter interviewed the Guangdong provincial circulation industry association president assistant and business expert Huang Huajun.

Huang Huajun's answer is very simple: "the days of physical shopping industry are indeed not good, but these preventive measures are not effective."

Taking clothing retailing as an example, he analyzed the competition pattern between online stores and physical shopping malls.

"Some consumers are willing to go to the mall to copy the number, and then go home to place the order online. It is obvious that they are more concerned about the price difference. They do not pay much attention to the time cost of the shopping mall, but they are not high-income people in theory, and they buy low-grade clothing.

In fact, in addition to price, shopping experience is also an important basis for consumers to make decisions.

It doesn't matter if the pullover goes online, because the standard of the pullover is uniform and the price is low.

But if you want to buy high-end suits and shirts, I'm afraid I have to go to the store to try them on or even make them. This is not only limited to high-end brands, but also clothes with a slightly higher grade.

The shopping experience brought by the service level is an important difference between the physical store and the online store.

"Online stores and physical stores have different sales channels, and physical stores also have their own advantages.

The most difficult shopping malls nowadays are those who go public, and they fight with online stores.

In the future, the fashion of the mass line is either a 'stall' or a pition to a network channel.

Mass market entities must adjust their positioning and take the boutique department route, just like today's Europe and America, enhance shopping experience, let shopping mall become a symbol of identity and taste, and firmly attract high-end consumers.

Mao Zhibin, an e-commerce expert at Hubei University of Economics, told our reporter that the conflict of channels between "offline shopping and online shopping" has always existed, and the physical shopping mall has been passive. However, smart customers have come up with the "copy number" magic trick after leaving a small ticket without paying directly, and returning within 15 days after purchase.

Blindly marking the ban is not a permanent solution, it will cause consumers' dislike.

He believes that there are two purposes for the brand to enter the physical shopping mall, one is the brand image display, the other is the direct sales of products. Two.

He suggested that physical shopping malls should build online shopping centers or enter large scale e-commerce platforms directly to participate in online competition. Under the line, they could coordinate with upstream suppliers, advance the annual "Christmas discount season", and use "simultaneous promotion", "same price system" and "better service" to participate in the war.

"After all, the shopping mall's real shopping experience, on-site pick-up and other advantages are not available to the electricity supplier.

This is also a typical case of the pformation of traditional channels.

Mao Zhibin said.