Can Clothing Brands Enter The Business Line Under The Electricity Line?

The overall market downturn, which allows some traditional clothing brands in the past two years have chosen to close the store to the online.

However, under these lines, the brand entered the e-commerce business online. Meanwhile, the online clothing brand "born on the net" also began to take the traditional business route and began to test the waterline.

Online brand testing under water line shop

At the beginning of May, Guangzhou's Huacheng converge.

A shop called primary language was opened, and star Shang Wenjie was invited to be the spokesperson.

As a brand with "Internet gene", the initial language adopted the "online and offline real time parity" sales method.

Simply put, the information of all goods has corresponding price on the network. Consumers can only know the real time selling price of the product by using the WeChat or Taobao client to scan the commodity, and can enjoy all kinds of concessions on the network synchronously.

It is reported that this is also the first local women's wear counter in Guangzhou.

"Hua Cheng Hui's initial phrase is the first entity experience shop opened by our group.

It is also a process of trying and exploring. "

Guangzhou Hui Mei Group currently has many brands, such as Yin man, Chu Yu, and left life. The company's operating income in 2014 is 960 million yuan.

Xu Xianling, assistant director of Hui Mei Group, told reporters that in the next two years, the group will set up offline stores on a large scale. "We do not think that the offline channels are shrinking. On the contrary, the consumption demand on line and line is increasing."

A Guangzhou apparel industry believes that the initial signing of Shang Wenjie as spokesperson can be seen as the performance of Tmall's original women's clothing brand to further enhance brand operation ability, and also a positive response to Tmall's fashion line.

"Asking stars to do endorsements is an enhancement of brand image."

Pure line clothing brand to offline shop entity stores and not only the United States.

Tang Dafeng, the founder of rip and silk, said earlier this year that he would go offline.

The market is also very large, we can try.

Offline can interact well with online buyers. "

The responsible person told reporters that cracking and silking has opened a more than 200 square meter shop in Wudaokou, Beijing. "It is mainly based on brand experience. In the shop, we have opened a book bar. In the future, we will consider the development under the line, but whether the shop's mode is ShoppingMall or mall counters, then we will make plans according to the needs of the market and customers."

According to Tang Feng's plan, the next line is "only when we make profits, we will open second homes, and then one family will open."

Can you succeed under the counter attack line?

In fact, the reporter learned that the initial language was not the first offline store in Shandong, and its main brand, Yin man, set up many entity stores three years ago, mainly in two or three cities in the north, such as Shandong, Inner Mongolia, Anhui and Anhui.

"The degree of online shopping in Jiangsu, Zhejiang and Shanghai is high, and the electricity supplier is developed, so it is not suitable for us to open a physical store."

At that time, Fang Jianhua, the founder of the brand, told the media.

However, yesterday in an interview with reporters, Xu Xianling did not want to talk much about the stores he had opened previously.

He said that the previous store was only a trial market for the company, and he confirmed to reporters that only one primary shop in the group was directly operated.

"But we will also open this year's line shops of Inman. The specific quantities and business models are not convenient to disclose at the moment."

"Online Internet

I have not heard of a successful case online.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd. said, "I find it very difficult. (Internet) inertial thinking determines their simplification of the entity store complexity."

In February this year, the La Natsu Bell clothing Limited by Share Ltd of Shanghai announced that it would buy about seven of Hangzhou's online brand 45% at a total cost of 135 million yuan.

Following the signing of the equity pfer agreement, La Natsu Bell Fang will inject $65 million into the seven grid. After the completion of the paction, La Natsu Bell will hold a seven stake of 54.05%.

La Natsu Bell, executive vice president Wang Yong, confirmed to reporters yesterday that he did not consider setting up a seven store entity, and the company opened more energy to the original brand.

Wang Yong said that whether online to offline or offline, "different genes are needed and challenges are great."

Although many online brands are moving to offline stores, they also choose to take root in the online industry, such as the Korean clothing house.

In 2014, Han Du Yi house won the "three crown" of Tmall women's "double eleven", "double 12" and the annual women's wear volume.

Official figures show that its sales in 2014 were 1 billion 570 million yuan, 1 billion yuan in 2013 and 600 million yuan in 2012, compared with the 3 million yuan annual sales growth in 2008.

"At present, we have no plan to open shop under the line. Our first task is to contribute to China a first-class pure Internet brand."

Han Du Yi she

Hu Jindong, a company limited, told reporters that "we believe that the Internet giant brand will be born in the Internet age, and it will be comparable with the offline brand, even beyond the offline brand."

Electricity supplier and entity store go hand in hand

Nelson released a survey in May 14th: physical shops will not be replaced by electricity providers in a short time.

Physical stores have their own unique advantages. In China, the majority of respondents (69%) said that offline shopping is a pleasant family outing activity, and another 67% of respondents think they enjoy the pleasure and satisfaction of shopping in physical stores.

But the above report also pointed out that the electricity supplier has a greater development advantage than the physical shops to a certain extent.

So for retailers and producers, they have to attract consumers through more flexible means. Many factors are very important. For example, digital technology helps consumers find more convenient stores, make shopping lists, inquire prices, search related commodities, share shopping experiences and information, and finally buy.

"The era of business interaction has arrived," Fan Yijin, general manager of Nelson, stressed. "Now consumers are no longer simply using a single online or offline shopping mode, but choose the best way for them according to their needs.

Therefore, for retailers and producers, it is the real success to be able to flexibly use two kinds of sales channels online and offline, no matter when and where they can satisfy their customers' wishes.

"In the future, we will continue to open physical stores, but the main energy is still on line."

Xu Xianling said, "in the end, we believe that the integration of online and offline channels is an inevitable trend.

Links will soon occur and users will integrate. "

Physical stores have their own unique advantages. Can the offline operation be successful?