Traditional Department Store Spring Online Brand Merchandise Management

P, as a representative of traditional department stores, has its own brand status.

On the road, it continues its own positioning, with differentiation and creating value for consumers as the core.

In the view of Seth, this is the core of online and offline integration.

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< p > < strong > from positive price to discount < /strong > < /p >

In December 2011, P began experimenting with e-commerce.

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Below P, members of the Seth line think that even if the line is sold, the products sold will also belong to the brand of high quality and high price.

In fact, this is the meaning of the brand, which has been deeply rooted in the minds of consumers.

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P has always been a big brand in cooperation with Seth. The bigger the brand is, the less willing it is to go online in a discount format. The price model is more in line with the brand's psychology.

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< p > starting from the official business of the Seth price mall, Wu Xin, general manager of Seth Group official mall, tried to do market research, hoping to accurately locate the customer level.

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< p > in the survey, Wu Xin found that the spring consumers who received the questionnaire were not interested in online shopping, but the consumers of Seth ole. Although they had low trust in online shopping, they said they would be willing to buy it if they were on the line.

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Less than P, compared with the spring of spring, Seth ole is far away from the place. It is not convenient for them to travel. Moreover, Ole consumers pay more attention to the price performance ratio and are willing to try big brands and small prices.

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< p > March 2012, the Seth Group official mall launched the ole channel and sold it in the form of brand discount, which is consistent with expectations, and sales of Seto ole are indeed more popular than regular prices.

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< p > with the idea of Seth's operation a little clearer, Wu Xin gradually discovered that it is not the right time to open up the electricity supplier market in China.

At this stage, Chinese consumers still take price as the first attraction of online shopping, and are more likely to accept discounts.

Therefore, Wu Xin judged that SEIT ole is more suitable for the focus of the Seth group.

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By P, the SEIT group decided to make a resolute pformation, and changed the Seth group's official online shopping mall to the official mall of Seth Ole, based on the merchandise of the Seth ole store, focusing on brand discount.

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< p > < strong > catch the consumer pain point < /strong > < /p >.

< p > in Wu Xin's view, the so-called online offline integration is actually creating value for consumers.

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< p > the premise of creating value is to understand the pain points of users.

For sethole, consumers are a group of new middle class representatives. They have certain economic strength, but they do not belong to the rich class. They are still troubled by various consumer problems such as housing, education and price inflation.

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Less than P, on the one hand, the goods in the department store are too expensive, but the new middle class needs to meet the quality requirements.

And on-line, only to continue this positioning.

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< p > in fact, the so-called positioning is the biggest differential competition.

Understand who the consumer is, and the brand portfolio will change accordingly.

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< p > to meet the needs of this part of consumers, Seth needs to provide consumers with high-end user experience in all aspects.

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< p > because the SKU of department stores is too much, taking the case of Seth ole as an example, the whole website has more than 20 thousand commodities, but the inventory of each product is shallow.

Therefore, on the one hand, we need to rearrange the sizes of each brand, and make a more suitable size comparison table. On the other hand, we need to grasp the yardstick. We must constantly search for the best balance point in the photo shoot, so the cost should not be too high in the photo shoot to prevent the goods from being out of stock.

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< p > similarly, there are no ready cases to follow in the design of website pages, so we need to constantly grope for them.

In foreign countries, many department store e-commerce websites are of simple style, but Wu Xin found that most of the department stores in China are still classified according to their categories. The focus map is mostly discounted information, and there are many kinds of websites, so it is difficult to give people a sense of high-end.

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< p > in fact, user experience is not important in web design. After comparing it, Wu Xin asked himself.

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< p > to create a perfect customer experience, the store image must be one of the contents that need attention. Even the decoration and layout of holiday activities will have an impact on the customer experience.

So what kind of website design will make consumers think of Seth? < /p >

< p > "truth is interlinked."

Wu Xin said frankly, "if you see a picture of a product, you feel like you are in a hypermarket. That's not what Seth wants."

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< p > therefore, in the latest design, Seth ole has adopted many blank designs so that users can not feel crowded.

At the same time, the rules of display in many physical stores are pformed into online shop rules.

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< p > brand name < /p >

P is consistent with the design. In foreign countries, department stores have clear positioning and definite levels, and there are not many department stores in China that are doing user level distinction, but only subdividing the categories, and homogenization is extremely serious.

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< p > the concept of brand combination has been emphasized many times by Wu Xin.

In the department store, choosing what brand combination means what kind of consumers will come to fame.

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< p > every brand will have its own international status, which is a rule established in the department store industry.

For example, within the industry, GUCCI, PRADA and LV are the same tier brands, so their offline stores must be adjacent or on the same level.

If these international brands set up a second tier brand, they would rather withdraw.

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