Finding The Right Location Is The Key For Online Clothing Brands To Open Physical Stores.

< p > in China, the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "category" Amoy brand "launched by Taobao, such as Yin man and Han Dali house, has launched a physical store. In foreign countries, the electronic business platform eBay has tried to open temporary stores in London, New York and San Francisco during the peak holiday season since 2011, and customers can use their free WiFi service directly to go shopping online through mobile devices.

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< p > at the same time, when traditional enterprises enter e-commerce and start shop, the online brand "born by the Internet" is also "invading" the traditional enterprise's position, and begins to test the water under the counter attack line.

In the opposite direction, what does online brand want to get from the line? < /p >

< p > < strong > the change of market and competitors is the main reason for entering the line. < /strong > /p >

< p > electricity supplier is not the original electricity supplier, Taobao is no longer the original Taobao, the opponent is not the original opponent.

This is probably the most direct reason for online brand penetration.

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< p > on the one hand, data show that the scale of China's online shopping market has exceeded 13000 billion yuan in 2012, and the rapid expansion of the volume of electricity providers is making the market change from "blue ocean" to "Red Sea".

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"P >" for online brands, the rising marketing cost has been inevitable.

Internet < a href= "http://www.91se91.com/news/index_c.asp" > children's wear brand < /a > green box founder and CEO Wu Fangfang said that opening online shop is no cheaper than offline shop opening.

"It is no longer a business that can be done by several computers. The cost of manpower is far higher than that under the line. In addition, the cost of traffic introduction is rising at a speed of three or four times."

Indeed, from Taobao's view, Taobao's home page focuses on promotion at present. The advertising cost has reached more than 100 thousand yuan per day, while Juhuasuan has sold more than 100 locations every day by auction. The paction price is also between 50 thousand yuan and 200 thousand yuan.

As Fang Jianhua, the founder of women's clothing brand, said: "the commercialization of traffic makes the cost of electric business enterprises increase substantially."

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On the other hand, online brands also have to accept the challenge from traditional brands. < p >

According to Alibaba's "double 11" sales promotion last year, 9 of the top 10 sellers were the flagship stores of traditional enterprises. The top three JACK&JONES, camel a target= "_blank" href= "http://www.91se91.com/" > dress "/a" and "all friends" home, and single day sales even exceeded 100 million yuan.

Reducing inventory pressure is a major driving force for traditional enterprises to enter the Internet. This makes it easy for the offline companies to sell their products online. The traditional businesses that are accustomed to offline promotion are not as fussy as marketing online brands. Camels < a href= "http://www.91se91.com/news/" > dress < /a > General Manager Wan Jingang reveals that the advertising expenses for camels are as high as 6 million yuan for "double 11" promotion.

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< p > the pressure from two sides has forced the online brand to find another way: to open up new sales channels or enhance the influence of the brand. Since 2011, the "official website tide" is the concentrated expression of these online brands' response to pressure.

However, they later found that the independence of the official website from the electronic commerce platform did not bring the expected loyal customers and sales promotion.

Wu Fangfang bluntly said that a lot of investment into the official website is a manifestation of "green box".

The penetration costs are still affordable, and therefore become their natural choices.

After all, according to marketing expert Yu Lei, "in the history of retail industry, there are few brands that are set up for a single retail system, otherwise it will be difficult to exist on the market independently."

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< p > < strong > focus on improving user experience and shaping enterprise image < /strong > /p >

< p > dream is plump, reality is very skinny.

The offline route is not as easy as expected by online brands.

For example, the Mcglaughlin store has shrunk from 143 to 117 during the rush hour, and the Internet bag brand wheat bag has publicly stated that it will not bring up the business in a short time.

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< p >, once the traditional enterprises have just touched the net, they confidently say that they are "not afraid, they will not play" online brands find that once they fall to the ground, they will become themselves instead of playing.

Compared with online, the price, warehousing, promotion and distribution system construction under the offline is more cumbersome and longer.

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< p > with the distribution system, if we do not adopt the strategy of differentiated operation, we will inevitably bring price conflicts between online and offline products.

In the view of e-commerce expert Lu Zhenwang, if unified pricing, the sharp increase in the sales cost brought by the traditional retail mode will inevitably encroach on the profits of online brands. If the pricing is different, it will obviously stimulate consumers to turn to online purchase, thus causing the franchisee to suffer losses.

If we produce specialized products for the offline industry, we will still lose money in the online brands with a very small proportion.

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< p > "finding the right position is the key for online brand to set up a store."

Lu Zhenwang believes that "at present, online brand stores should mainly focus on enhancing user experience, shaping corporate image, and enhancing user stickiness and reputation."

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The practice of < p > foreign a href= "http://www.91se91.com/news/" > electricity supplier < /a > is concentrating on this.

Bonobos shop in New York is simply set up in the office of the office, customers must make an appointment to enter and can not buy goods directly.

Compared to shops, it is more like a "try room" below the line, and Jennifer Gosselin, general manager of Piperlime, said that opening a store is just to satisfy customers' need for personal experience.

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< p > in the country, the latest attempt of online brand has also strengthened the integration with online business. In the entity store of < a href= "http://www.91se91.com/news/" > women's clothing brand < /a >, customers can directly scan the tag on clothing with a touchscreen like a tablet computer, and can see the model collocation provided on the Internet, or can purchase directly.

In the vision of general manager Chen Huaibei, the sports brand, the company will enter the line this year by opening experience stores in warehouses in Beijing, Shanghai and Guangzhou.

He explained, "for badminton racket, the weight and the thickness of each handle are different. It is difficult to directly choose online, but if the brand wants to develop, it must be able to do this fine service.

But even if he comes to experience and choose, we still hope he can buy online.

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