Seven Grid Line Meets The Bottleneck Network Development Path Of Independent Brand Exploration Line

< p > recently, Taobao's most famous Hangzhou women's wear brand seven grid opened a tidal collection store called INXX in Shanghai, officially entering the line.

According to the introduction, INXX now has dozens of buyers from Europe, America and Japan, and the global market chooses fashionable products to import directly from overseas to China in the form of direct purchase to the brand in the order season.

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Under the bold test line of "P > Seven", it is not just a simple seven grid brand experience shop, moving the online products directly to the line, but a trend a target= "_blank" href= "http://www.91se91.com/" > designer /a > brand collection shop, selling personalized tidal products.

Hangzhou < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > < a target= "_blank" href= "http://www.91se91.com/" > dress < _blank > Electronic Commerce Industry Association Secretary General Gu Xiaohua said: "this is very consistent with the seven brand itself brand temperament.

The tide shop is very popular abroad, and its operation in China is not yet mature, and the market is gradually taking shape.

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How far is the distance from P to offline? How difficult is this road? In the near future, the seven grid will give us an answer.

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< p > < > strong > line meets bottleneck to explore entity collection store < /strong > /p >

< p > online business is not good this year. In addition to a few large sellers, most of the online business operators are more difficult.

Gu Xiaohua said that the development of Internet merchants has now entered a bottleneck period, and when their sales volume reaches a certain level, they will create pressure on the supply chain. If they do not have their own core design and production and processing capabilities, they will surely restrict the pace of development.

Seven, this year's performance of double eleven is not very good. This is also a factor for them to know the physical shop is not good enough to open.

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The attempt of < p > seven is a new thinking and new mode of Internet merchants. When the development of Internet original brand is limited, it is impossible to make some offline exploration according to the characteristics of the brand and the accumulated resources.

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< p > Gu Xiaohua thinks that for most online brands, it is more feasible to open shop experience shop, and the collection store is not a replicable sample.

He said that the opening of experience shops in O2O mode does not mean that there are offline channels, such as traditional brands, through self employment or affiliate to open dozens or hundreds of physical stores, which is the next line of market development, and there is no need for online traders to make large-scale outlets.

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Less than P, online stores have begun to enter the line. In fact, online business has already done a lot, like the annual sales of the seven grid, which was hundreds of millions of dollars ago.

Seven the director of marketing, "sparrow", said that when a store is bigger, the customer's expectation will also be upgraded. The reputation of the entity store will be greatly improved, which is totally different from that of the Internet.

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< p > < strong > development of cost and pricing distress line < /strong > < /p >

< p > in addition to the seven grid, Hangzhou's online brand has not yet opened a line shop, is the strength of Hangzhou's network operators are not strong enough? Gu Xiaohua said, it is not entirely the case. According to the current situation, the number of traditional brand stores has closed down, and this is probably the reason why online brands are reluctant to step out of the line.

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In 2012, P interviewed several well-known local Internet Amoy brands such as ant tribe. They all expressed the desire to experience shop. But in 2013, the original brand of the Internet suddenly slowed down the pace of development, and the offline environment became more and more difficult. This desire was shelved.

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< p > in fact, there are deeper reasons for the failure of online traders.

For example, the Mcglaughlin store has shrunk from 143 to 117 during the rush hour. After the launch of the famous online bag brand wheat bag, the public is now publicly saying that it will not be promoted again in a short time.

Analysis of the industry, Mcglaughlin because of the higher operating costs on the line, the average price of goods is higher than that of the online platform. Quite a lot of customers have chosen to try out the styles and sizes of a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" in the physical store, and then place orders on the online platform, thus seriously reducing the profit space of the entity store, so the franchisee is complaining.

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< p > e-commerce expert Lu Zhenwang said: "if we do not adopt the strategy of differentiated operation, we will inevitably bring about price conflicts between online and offline products.

If unified pricing, the sharp increase in sales costs caused 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 purchases, thereby causing losses to franchisees.

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< p > therefore, finding the right location is the key for online brand to set up a store.

Gu Xiaohua said that the idea of opening a shop should not stop at the bottom line, but should be open to the experience shop to promote online sales performance and enhance brand awareness.

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