The Combination Of Virtual And Reality In Quanzhou Has Made The Original Clothing Brand New.

< p > more than 60% of the online shops in Quanzhou have conservative estimates. They are also run by their own brand names. They are also called original brand companies.

In recent years, the traditional enterprises almost simultaneously make collective efforts to operate online and disperse the online shopping resources. This change will undoubtedly make the operation of the original brand of the original consumers less loyal, and the online shopping platform's suppression of "exploding money playing".

This period will be invited to Hu Chengchu, vice president of Quanzhou, China, the a target= "_blank" href= "http://www.91se91.com/", "shoes" /a "network president" Wang Jiancong, "Xiamen cloud school lecturer Zhao Qingrui", "Galanz a href=" http://www.91se91.com/news/index_c.asp "men" /a "Wu Zhichao", Wu Zhichao, general manager of bear 8, Huang Xiaosheng, and so on to discuss this topic.

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"P > < strong > point 1: the brand of the network brand under the difficult enemy line < /strong > /p >

"P >" the extinction of the Internet brand is a false proposition, I'm afraid. "

Hu Chengchu said that online sales is just a channel, which is the same as that of the traditional industry brands surging up and down 10 years ago. It will definitely experience the shuffling stage, and the brand death is inevitable.

However, we must clearly see that most online brands are still in a weak position compared with offline brands that have accumulated strong resources. Enterprises must soberly face this point.

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In the face of a strong opponent, < a href= "http://www.91se91.com/news/" > network brand > /a > how to deal with it? Hu Chengchu thinks that first of all, P should insist on its own online personality, and practice has proved that many Internet brands have suffered losses when they try to operate offline.

Offline operation is not easy for enterprises that originally only know online rules, but the first is cost.

Opening a store from rent to operation and management requires financial support. If blindly launching can only be submerged, it is better to stick to the online and deep ploughing line resources.

In other words, the amount of capital occupied by the online brand investment line will exceed that of the enterprise, while the online brand investment may only account for 10% or less.

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Wang Jiancong also holds the same view. He also thinks that online brand must define the nature of the store when looking for the entity store operation, in the end it wants to display the brand purely, or want to bring sales volume. Different purposes need different business models. P

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< p > Hu Chengchu said that the advantages of traditional enterprises are not as good as online brands, but this is the trend of the times. By virtue of their superior financial strength, most of the traditional brands are looking for professional teams to attack the online market. However, according to the current proportion of sales, more channels are available for traditional enterprises, and online is just a supplement.

Therefore, the biggest competitor of Internet brand should be network brand.

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< p > < strong > point two, we should convert traffic into fans < /strong > < /p >.

< p > how to do well? For the network brand, the most important thing is the loyalty of the consumers, that is, how to turn the flow into loyal fans.

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< p > "some people say that Amoy brand is not brand, although a bit extreme, but also pointedly pointed out that a lot of network brands go away from the door, away from the basic brand building methods."

Zhao Qingrui believes that no matter what the origin is, the online brand is also a brand. It is just different in size and strength. However, if we want to live well, we still need to operate with the brand orthodox routines. With the help of online tools, fans will get the world and fans will get the brand.

As to whether fans are cock silk, we must look at brand positioning.

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< p > "there is no unified way to play, the key is to win by details."

Wu Zhichao, a friend who likes to call him Superman, is the black horse of the Quanzhou men's wear industry network brand. She has been among the top three brands of Taobao a href= "http://www.91se91.com/news/" brand men's wear, with an average delivery volume of over 10 thousand pieces per day.

He has been sticking to different routes, but always sticks to serving his customers.

3 years ago, when everyone was running flagship stores on line, he took the online distribution system and quickly opened up the brand name. Then, when the traditional enterprises took the line as a storage sewer, he did the opposite. He took the township terminal as a stock sewer and started the latest product on the line.

In converting the flow into fans, Wu Zhichao believes that only innovation and closeness are the absolute principles. According to the online characteristics of customer communication, this year they launched their own "corporate Avatar" instead of the stereotyped little penguin image on the original QQ platform.

As we all know, the homogenization problem of online men's clothing is the most difficult to overcome. For this year, Wu Zhichao reorganized the brand of Galanz, borrowed the concept of commuting which was popular in the field of women's clothing, and launched the brand slogan "fashion commuter, how all types", to strengthen the management of R & D team, and to cultivate customer loyalty with multiple styles and multiple purposes.

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< p > < strong > viewpoint three docking traditional brands seeking cooperation < /strong > /p >

< p > "in fact, the existence of network brand has many forms. Facing the impact of traditional brands, especially the local traditional brands in Quanzhou, it is not only a possibility to meet."

Huang Xiaosheng said that many of the original brands of the Internet were all foreign trade processing enterprises. They had strong processing OEM level, plus many years of online business operations, which were needed by traditional enterprises.

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< p > however, as Hu Chengchu said, the lack of strong financial support for the original brand of the network, take his bear No. 8, at the beginning of his creation, he had a forward-looking market plan, such as the establishment of a huge online a target= "_blank" href= "http://www.91se91.com/", "designer /a" library to achieve a win-win situation, such as offline experience shop double line butt, but the pressure of funds has been unable to reach his expected height.

Therefore, he is now looking forward to working with traditional enterprises, so long as he has his own independent operating space, he is willing to become a brand of traditional enterprises.

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Hu Chengchu P also supported such cooperation, seeking common ground while reserving differences. Taking advantage of the local industrial chain in Quanzhou, the merging of online small boat enterprises into the large fleet under the line can be regarded as a way of survival.

Only in this process, the online brand can not forget itself. What we need to think about is how to maintain our individuality and ensure the steady increase of the number of customers we already have.

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< p > "cooperation can, but form is diversified."

Wu Zhichao said, in fact, it is not necessary to let traditional brands become dominant. As long as they manage well, the two sides can cooperate on the basis of equality and mutual benefit.

He said that they will carry out joint marketing with XTEP, cooperate with their commuting concept and "step by step" to combine XTEP's running sport with their leisure fashion to achieve a win-win situation.

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< p > in fact, the cooperative operation under the offline line is not uncommon. On the front line, the seven gowns and seven wolves have a joint venture with the "wedding ceremony" as a gimmick, and the seven groom dress is no less than the seven wolves during this period.

Wu Zhichao's wish is to become the wolf in the Internet brand in the next 3 to 5 years.

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< p > < strong > point four the combination of virtual and real will become industry trend < /strong > < /p >.

The concept of < p > 020 is no longer new. Most people in the industry have heard about such models from traditional brands. In fact, earlier, the original brand of the Internet has been concerned about the business mode of online consumer line experience.

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Although P 8 bears fame on the Internet, Huang Xiaosheng has never been willing to admit that she is a href= http://www.91se91.com.

"As early as I built the brand, I already owned offline stores, but I never developed."

Huang Xiaosheng said that when the online brand struggled to rush money online to rush for advertising, he always put a lot of energy into the online store operation.

The two sales lines are combined with virtual and real prices.

Next, he will vigorously recruit partners under the line, and arrange the offline sales channels in the form of affiliation, so as to connect the marketing.

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< p > similar to Huang Xiaosheng, there are < a href= "http://www.91se91.com > > shoe net > /a > brother's brand of dragon and Phoenix shoes.

Wang Jiancong said that the dragon brand and the Phoenix clan, which were launched by the brothers company, are also vigorously developing dealers under the line.

Unlike other brands who like foreign names, their brands leave the "national wind" from the day of their birth. The positioning is a "precious product" of the Chinese nation, aiming at the high-end consumers in China.

At the time of the launch line, it also started the offline channel. The main outlets of the existing stores are direct battalion, which is aimed at highlighting the brand influence.

Next, they will also look for offline partners, abandon the traditional provincial agent system of traditional enterprises, change to flat municipal agency system, and combine with the sale of online flagship stores, so that the sales data of customers will be closely linked, and 020 of experience marketing will be launched.

As long as the products sold in the direct line stores of the online enterprises will be included in the total amount of the agents under the line.

It is reported that this is also a common practice for many traditional enterprises to overcome the online impact and seek pformation.

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< p > the combination of virtual and reality has become the trend of the whole industry, and the boundary between online and offline will be further blurred.

Wu Zhichao said that as early as a year ago, they still insisted on not carrying out the offline store market, but now this idea is also gradually changing.

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< p > Hu Chengchu thinks that although "dual network convergence" is a trend, there are still difficulties in the operation of online brands and offline brands.

For example, how to balance the interests between online multilevel dealers and offline multilevel distributors, and how to establish the price control system and so on.

The more pparent the information is, the richer the channel is. The more things the enterprise needs to worry about, the greater the investment.

In the case of Han Du's house, which has become famous, they launched the operation of a physical store last year, but their attitude is "looking for a team to try, not to spend too much energy", and supporting their continued strong operation is still an independent buyer team, from research and development to operation, many teams compete with each other, and small teams fight.

The combination of virtual and real enterprises must understand their own positioning, so that they will not lose themselves in the fierce competition.

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