Lv Guixi: Integration Of Online And Offline Development Is The Trend Of The Times.

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< p > < strong > development performance < /strong > < /p > 2013.

< p > 2013, polar star brand performance increased by 25-30%.

The main driving force of performance growth is two aspects: first, inventory has not increased significantly compared with 2012; two, e-commerce has contributed greatly to the improvement of performance.

As a result, in 2014, polar star brand will continue to strengthen its control over its own "a href=" http://www.91se91.com/pioneer/ "/a". At the same time, it will open up the control of e-business for entities distributors, and invest special funds in online product development and online "channel" construction.

For the future of e-commerce, polar star believes that online and offline is a trend of gradual integration, and pay close attention to the latest development trend of convergence.

For now, e-commerce and offline shopping can be combined in the promotion and shopping. Customers can avoid selling crowding caused by promotions. Through scanning the two-dimensional code, we can understand promotional items and prices, compare and choose, and finally make purchases.

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< p > < strong > online and offline fusion < /strong > < /p >

< p > although the future is the trend of convergence, people's understanding of e-commerce needs process.

Especially in the current stage of information can not be fully popularized, information separation is an objective thing, which is the unity of opposites of information fusion. Therefore, we can not simply understand the integration of online and offline. There is a certain difference between online and offline sales.

For example, the sale of monochromatic products is generally poor on the line, which is the result of distortion caused by technical constraints. Moreover, clothing materials can not be reflected online, so sales are not ideal, so the advantages of offline sales are reflected.

Polar star brand is to coordinate the "conflict" between the channels through the distribution of goods. According to the actual situation, we develop the special funds under the line, online < a href= "http://www.91se91.com/pioneer/" > special fund < /a >, and popular online and offline popularity.

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< p > < strong > product development strategy < /strong > < /p >

< p > at present, there are three product lines of polar star brand, nearly twenty products, and over 2000 SKU each year. In the future, we will pay attention to fashion design, especially the use of color.

In terms of fabric supply, polar star brand has formed strategic cooperation with Japanese Komatsu company. The main styles of the star brand are all Komatsu fabrics.

In terms of product design, the analysis results of mass sales data generated by electronic commerce will be fed back to all departments of the company based on sales data, which can guide their work.

For example, online consumers have the majority of young people. The study of their consumption orientation can shed light on the future trend. Online consumption trends will inevitably affect the consumption trend under the line. < a href= "http://www.91se91.com/pioneer/" > brand /a can make corresponding preparations for the new development of offline consumption.

In terms of clothing color, it is to analyze the development trend of each color through the analysis of sales data of various colors, so as to increase or lower investment in decision making. Besides, the result of color data analysis can also gradually form perceptual cognition, so that the understanding of art will ultimately guide product development.

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< p > < strong > sales channel layout < /strong > < /p >

In the sales channel of "P" star brand, shopping mall channels account for more than 50%, Street store outlets account for nearly 30%, e-commerce accounts for more than 10%, and the development space of e-commerce is the largest.

Regarding the future market development, polar star brand believes that although the channel in a certain area is separated, the future is necessarily the direction of convergence. The online and offline businesses are not independent channels, and the shopping malls under the line will also converge with the street stores. This is the development of information flow.

The polar star brand should take this popular convergence stage, and grasp the market consumption of < a href= "http://www.91se91.com/pioneer/" > trend < /a >, find common market demand, so as to form large-scale sales, which is a positive means for production cost control, including procurement cost and processing cost control, and is also one of the means of competition.

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< p > < strong > marketing concept < /strong > < /p >

According to the brand itself and the actual market situation, we define the marketing method, mainly through the promotion of terminal, media delivery, sponsorship and so on. Every year, there are corresponding cultural themes, which affect outdoor and tourism enthusiasts, and potential outdoors consumers. We have an "insistence, attitude" on the "Star line professional outdoor brand" for P, and have the impression of distinctive national culture and rich connotation.

In 2015, polar star brand will launch a nationwide recruitment campaign approaching Mount Everest.

The reason why polar star brand attaches importance to the spread of national culture lies in the fact that the star brand is positioning the domestic brand, hoping to maximize the pmission of Chinese culture and the magnificent scenery of the motherland, and most of the poor living conditions in the minority areas can reflect the hardships and unsurpassed human existence in nature.

This is also the brand spirit and connotation of polar star brand, which promotes national harmony, harmony between man and nature, and embodies the strong, cultural and harmonious nature of mankind.

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< p > < strong > brand development trend < /strong > < /p >

< p > the issue of financing and listing of polar star brands, which is of general interest to the industry, can only be kept confidential.

However, polar star should cultivate a professional, national and fashion star brand with a long-term mentality.

Compared to the target of financing and listing, we enjoy such an enterprising process.

At the same time, we must soberly realize that financing is not equal to the rapid development at once. The development of brand is closely related to its own construction, the development of the industry and the development of the country.

In recent years, the downward trend of the country's overall economy is bound to affect the < a href= "http://www.91se91.com/pioneer/" > outdoor industry < /a >, which is something we must pay attention to and adapt to.

Overall, the outdoor industry will develop at least ten years in the future, but there will be downward pressure in the short term according to the adjustment of national economic policies, but personal optimism is expected to be out of the current economic difficulties in the second half of 2014.

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