"Amoy Brand" Collective Efforts Under The Line Shop

In fact, it is not the first time to set up shop under the "Amoy brand" line. As early as in 2011, the Internet brand represented by Yin man began to test the water, and the high-profile March almost became the annual event of the 2011 Amoy brand. However, these stores did not seem very satisfactory and difficult at that time. Nowadays, the rent and manpower cost are also running high. Why do these Amoy brands roll up the second round of shops?

　　 Online brand "kill" into the line

A few days ago, Quanzhou pure electric business men's wear brand P just opened second stores offline entities in Zhejiang. This is a big change for the P brand that has just been one year old.

"Online and offline integration is an inevitable trend. The ultimate goal of online brand opening is not only to make profits, but to buy advertising bits, and to win consumers' recognition of the brand by opening flagship stores in the core business circle. The essence of the shop is the display window of the terminal window." P brand general manager revealed.

At the end of last year, as one of the leading brands of online men's shoes, Tu Chunrong, general manager of zero degree Shoes Co., Ltd. also signed a letter of intent to cooperate with a large luxury operation company in Taiyuan, which means that this year, the company can at least insert zero banner into 25 large shopping malls in the country. According to reports, zero plans to open 50-60 physical stores, first from the width of the layout of the offline channels, and then from the depth of the line to achieve interaction with the online.

As early as last year's "eleven" golden week, the men's business opened in Jiangxi's first line, and the turnover was over 10000 yuan on that day. Then, the men's shop in Fuzhou, Xiamen, Quanzhou and Putian Wanda Plaza is also opening.

Zero and grid men are not a case of offline shops. Last March, online brand dragon and Phoenix clan officially entered Jinjiang Wanda Plaza, from the online dragon and Phoenix mall to the line. It is understood that the dragon and Phoenix ethnic groups have already set up more than 20 direct outlets in large commercial complexes such as Wanda Plaza in Fujian and Guangdong provinces, two.

Meanwhile, at the end of last year, Zhang Qiang, the founder of Jinjiang's original women's shoes brand, was also busy. When reporters saw him, he was choosing for Qingwan Tian, while discussing with colleagues how to inject more refreshing, literary and artistic styles for the newly opened offline experience shop, while calculating the shop cost with a calculator.

　　 Once the line was "hurt".

For the "Amoy brand", Offline shop It is not the first round of upsurge, but the actual combat experience a few years ago. It seems that this road is not as smooth as imagined.

In 2006, Mcglaughlin began to try to set up offline stores in Shanghai; in 2009, the high-profile announced expansion of physical stores, planned to reach 2000 stores in three years. However, in the past year, the number of Mcglaughlin's stores has not increased, but it has decreased by 62, including 50 self operated stores and 12 franchised stores. Compared with its listing in 2010, its total number of stores has dropped from nearly 500 to 328.

In the past few years, under the line of "test water", the Amoy brand was first ambitious ambitious high-profile expansion, and then encountered the problem of offline retail market high cost, online and offline energy is difficult to synchronize, management is not synchronized and other issues, and finally adjusted to a sharp reduction in line shop, or conservative expansion.

Why is it so far? "In the past two years, about half of the Amoy brand line has not been ideal for the physical store operation. Why is online selling so hot and not doing well under the line? The main reason is the complexity of the real business itself and the allocation of operating costs in the process of offline business." Insiders revealed.

At present, the brand of Amoy brands with a slight climate, though its annual sales volume is often tens of millions, is not long, and many of them are not more than five years old. They have only completed the primitive accumulation of grassroots entrepreneurship, and there is still a long way to go to build a real brand. Therefore, many of them set their sights on the offline stores to develop an independent brand image.

"The brand must have an independent personality, it can cooperate with all kinds of platforms, but it will not lose its individuality. In the history of retailing, there are few brands that are set up for a single retail system unless it is a store own brand. The store's own brand is often a flower in the greenhouse, rarely can cross its own system and exist on the market independently. In essence, Amoy brands are not real brands. Marketing experts once told reporters that under the brand development line, the cost control is the key.

For the Amoy brand P, the real evolution to the brand height is still a long way to go. The industry said that in the face of consumers, brand standards must be truly achieved: excellent product quality and supply chain capability, a stirring brand spirit, quick customer response and excellent customer experience.

　　 Plan for brand future

Today, similar problems still exist. Why? Amoy brand Still keen on offline layout?

"In my opinion, for the Amoy brands, what they want to do is to become a brand." P brand general manager said, the same category, online coverage is still less than offline, and enterprises to form a brand, offline is an unavoidable channel. "Although there is faster room for growth on the Internet, homework is also needed. In addition to being a real brand, the online shop is also aimed at meeting the needs of consumers.

The general manager said that the main purpose of the physical store is to sell more than one channel. Now, under the layout line, it is more important to try to arrange the whole channel in the era of consumer sovereignty so as to meet the multi-dimensional and personalized needs of consumers, and its strategic significance is greater.

The leaders of Longfeng mall approved this view. He said: "the brand will eventually fall to the ground. If you want to make a product, you don't have to be offline. If you want to make a brand, you must synchronize online and offline. The main purpose of establishing a physical store is to enhance the popularity of online brands. As a brand image shop, an entity store is also an experiential shop. Compared with the network channel, the advertising function of the entity store is more direct.

Judging from the actual effect, the positioning of high-end and high-end shopping centers in the Dragon faction Phoenix clan positioning has obviously laid the foundation for the spread of brands and the layout of franchisees in the whole country.

Besides shaping brand image In order to provide consumers with experience sites, Wu Zhichao, a male brand CEO, seems to be an important factor in opening a store under the brand line.

"In the future, O2O (combining offline business opportunities with the Internet, allowing the Internet to be the front desk for offline transactions) will become the mainstream shopping mode. Especially after the traditional brands are touching the net, the traditional brands with strong terminal advantages will inevitably choose the O2O mode that combines online and offline after they are familiar with the mode of network operation. The beginning of this year's expansion of offline channels is largely to pave the way for the next stage of O2O. Wu Zhichao said.