Guo Dingqi: Why Do National Brands Need To Be Online?

At present, Domestication It has cooperated with online platforms including Tmall, jumei.com, vip.com and shop No. 1, and is also trying to do some work in the field of O2O. The purpose is to give users some sense of value. She believes that this part is the advantage of traditional industries.

The following is an interview:

Bianews: before that, we are doing this part of traditional commodities. Now we are doing business spanformation. How do we think about spanformation?

Guo Dingqi: in fact, it can not be called spanformation. It is more about channel power. In the fast development of the Internet, we pay more attention to the construction of existing channels. Online retailers From the strategic point of view, we will make some adjustments in business and structure to develop more new channels for our traditional retail outlets.

For example, we Herborist business sink channel, Herborist sub brand collection, Watsons channel to do Herborist endorsement of a flower and wood, in shopping mall develop more focus on service and experience of new stores, to serve the surrounding business circle, thereby enhancing the stickiness of consumers, strengthen online and offline interaction. These can also balance the slowdown in department store growth. Our large circulation Division also makes more effective use of existing outlets to improve the market share rate, so as to enhance sales. The electricity supplier is an opportunity for brand development. It is also a trend of the future. Therefore, on this part, the company not only regards it as a platform for sales, but also makes it a platform for promotion, sales and consumer communication. We have a good consumer base, so we can not say that the spanformation has done business, but that the company pays more attention to comprehensive and healthy development, as well as benign consumer communication and experience.

Bianews: can it be understood that we are doing a female community, promoting social interaction and promotion while pushing the product to users. Do we have a layout in this regard?

　　 Guo Ding Qi In fact, there is such a layout. Now we are trying to do some cross-border cooperation with other brands. For example, Herborist will make joint marketing with the mobile terminal "flower shop". We hope that consumers will enjoy the sharing of social forces while paying attention to discounts, and we will dig deeper things of the brand. Just like what I said today, "China pride", Herborist is a brand with Chinese culture and deep inside information, and the only skin care product that goes abroad. So we will also unite some Chinese artists who go abroad to join us in spreading Herborist to enhance the spread with social media.

Of course, everyone has everyone's community and there will be different concerns. Therefore, we will explore more attention and connections with the characteristics of our brands. For example, I will come here today, and I will find that many brands from the media and our Shanghai home brands have many fit points in the mobile terminal's accurate dissemination, so we will also find some opportunities for cooperation.

Bianews: do you think the outcome of our front line is a burden or a boost?

Guo Dingqi: it should be said to be a boost. The topic of my speech today is integration. Why do we integrate it? Taking the brand as a matter of fact, although it will encounter bottlenecks to some extent, consumers will be more smart, because the overall development trend of the department stores is also slowing down. It will be eaten up by some parts of the Internet. But there is no problem. We are also making some adjustments, such as our traditional department stores will deepen, retain benign growth outlets, increase the emphasis on business services and experience of shopping mall stores, provide the best service for consumers online and offline, and consumers will only choose the most convenient form in the future. And we have outlets throughout the country that will provide the most timely service and experience. We are also doing some work in the field of O2O, such as user online shopping, offline delivery, online shopping, offline enjoyment of product experience, we encourage him to consume online and then go back to line to participate in activities, which will bring more sense of value to users, and this is also the advantage of traditional enterprises.

Bianews: will we cooperate with some of the big female e-commerce platforms on the line?

Guo Dingqi: we already have many cooperation platforms on the Internet, because the brand of Shanghai Jahwa is very large. We have from mass consumer goods, home care products, baby care products to high-end high-end men's and women's skin care products. The platform involved, such as Jingdong, jumei.com, vip.com and so on, we all have cooperation, and the other 1 shop also has our cooperation. It also accords with the characteristics of our big circulation products, such as our six gods, Maxam and so on. Of course, we will still pay attention to some professional platforms that grow up, and seize more opportunities to contact with consumers.

Bianews: what is the impact of online channels on offline channels?

Guo Dingqi: for the industry, the development of the offline department store industry is slowing down. Our approach is to strengthen the terminal control power, to achieve the growth rate higher than the industry with the advantage of one hundred years' traditional retail management. At the same time, we should increase the investment on line, and combine the consumers' trust in home products, so as to ensure the rapid growth of online sales.

Bianews: Nowadays, in the era of entertaining shopping, you can put many entertainment contents into shopping. How do you understand?

Guo Dingqi: in fact, it is a sense of participation, for example, what Herborist is doing. In addition to product sales and experience, we will set up many courses for online and offline members. We will regularly invite experts who are well versed in Chinese culture in our store to talk about tea, tea and skin care, talk about Chinese medicine and skin care, talk about five elements and skin care, diet therapy and skin care, and so on. So what we are doing now is to get through the membership system under online and offline. Users only need to use APP to make an appointment for such a course, and they can participate in it, and these courses can be exchanged with member products. We are still trying more forms, with only one purpose to provide consumers with better experience and service.