Yintai New Play: The Most Eye-Catching Topic Is "Electric Shock".

It is understood that Yintai launched a collection store in Hangzhou Wulin store: relying on Tmall TOP brand list, the list of hot products list, the selection of popular products, the strongest lineup, with a small selection of SKU to save customer selection time.

At the same time, we should increase the original designer's works, build bridges from designers to customers, and provide more personalized and niche choices for people.

In the collection store, Yintai also introduced Frid technology, magic mirror fitting, magic mirror fitting room, Magic Silver collection and other intelligent technology, enhanced the store's wisdom and technology color.

In my view, Yintai collection store is an important innovation in the characteristics, differentiation and individualized operation, just like the previous "supermarket".

Yintai itself has a strong brand lineup and strong commodity strength, but it is not fundamentally different from that of its peers at the same level. However, the advent of westbound supermarkets and collection stores is obviously helping to create a unique and unique new Yintai.

Throughout the double eleven period, sales of many physical stores have been doubled, which makes people wonder: what is the next thing to do with physical retailing? What is the return to retail quality? Around commodity operation and commodity marketing, in the management and marketing planning, consumers are always at the core, and the layout is relaxed.

The nature of a collection store is a kind of self operation. It is a buyer's shop and a collection store. Compared with the traditional self run business, it has precise control over four aspects, such as fabric, sales volume, design, and appreciation, which is closer to the real needs of customers. It shortens the supply chain and makes it possible to highlight the high cost performance. The wide application of intelligent technology makes its experience color more intense. Besides, its convenient sharing function and payment function also give Yintai store more social color.

It is said that Yintai will also build collections of jewelry, home and other categories. Once completed, Yintai will integrate more electricity supplier genes into Internet entities, and competitiveness, customer power and experience will undoubtedly be significantly enhanced.

Yintai's first breakthrough in this field is due to its special relationship with ALI, but this is not necessarily the exclusive patent of Yintai. It is said that Le Da mouth retail Park insists on selling Taobao's snack list.

Today, the concept of "high price of physical stores" has been deeply rooted. This is also an important reason why many people are keen on online shopping.

Over the past few years, the electricity supplier has knocked the retail sales under the line, and is relying on cheap weapons. Tmall's double 11 win and the "full 50 percent off" gimmick can not be ignored.

In fact, the online price is more reflected in the low-grade goods, and a large number of high imitation, "customized" goods, of course, there are many fakes.

For high-end brands, online and offline prices are consistent, such as Estee Lauder, Lancome and other brands. Tmall's flagship price is exactly the same as that of offline department stores.

As a matter of fact, these brands are directly operated by the company. There is no difference between the supply channels and the operating cost is the same. The same price is very natural. No one wants to attack their offline terminals.

The reason why the hypostatic shops give people the impression of "high price" may be that there is a big gap between the "tag price" and the actual paction price because of the higher price.

Yintai's high profile puts forward "Yintai Tmall price".

"Yintai goods", the implementation of double line price, which is the first in department stores, this practice will certainly get more department stores recognition and imitation.

Compared with the electronic business platform, the quality of the entity department store is undoubtedly more reassuring, but the threshold of price is prohibitive for many people. Once the double line price is equal, the customers who return to the store will undoubtedly increase.

In particular, Yintai also promised publicly that if the price of goods is higher than that of Tmall's flagship store, it will compensate for the loss to the end. Combined with the Pacific Insurance Company's compensation, this will undoubtedly dispel the last doubt of customers, and let more customers rest assured of the consumption of flagship stores in Yintai physical store, Yintai network and on line.

The quality of Yintai and the price of Tmall are not easy to imagine.

However, Yintai's "willful loss" is still a courageous move, and it is also a cruel hand for himself. Because he promised a double price, he can no longer bid a high price, and then make a big discount, which is the habitual movement of department stores.

Another point is that there is another reason for "low price" on line, that is, "different goods of the same type", that is, the brand is exactly the same for the goods on the line, but it is exactly the same thing.

This undoubtedly increased the risk of Yintai compensation.

In short, the dual price of department stores may be the trend of the future. Once fully implemented, the impact of the electricity supplier will be greatly weakened, and the department stores under the line will inevitably enter the period of real price.

However,

The double line price and the "willful loss" seem to be closed until November 16th. I don't know what kind of consideration it should be. Should this not become a normal business strategy?

Free return is undoubtedly one of the most important factors in the consumer experience, but at this point, the entity department store actually lags behind the electricity supplier. Ali's Alipay credit system actually fully supports "seven days without reason to return". When "dislikes" can also become the reason for returning goods, there is actually no threshold for returns.

It is said that after the double 11, the return rate of the electricity supplier is very high. Many people will take this as a negative case to publicize, but I think this is the bright point of the electricity supplier. The free return of consumers is what consumers want, and the electricity supplier has done that, isn't it?

In contrast, many physical stores return goods are not dry, crisp, and unreliable. They can repair, do not change, can not change, even if the retreat is not painful or unhappy, sometimes customers have to wrangle, make a very unhappy, affect the mood.

It has to be said that the high threshold and cumbersome procedures of return may also be a reason why many customers dare not spend money bravely.

Aiming at this

Pain points, Yintai put forward the "willful retreat" solution: inappropriate, although it is used to retreat, it can also cross shop back, online buy back the line, and the return period extended from 15 days to 30 days.

This is a very clever approach. It is inevitable that customers are welcome.

Although it is possible to increase returns and cause troubles and losses in the short run, in the long run, the incentive effect on customer purchase behavior is hard to estimate, because the returned goods are valuable commodities, which spread out priceless goodwill and word-of-mouth, while the value of word of mouth is far from advertising comparable.

If there is a business, customers will be more careful and less demanding. Customers must be more enthusiastic and consume more.

The author recently visited a county department store in Hubei. This shop does not set any thresholds for returns. It does not ask why, it does not set a deadline. If it wants to retire, it will retire. Employees can return the goods for commission.

Therefore, the store often appears a spectacular sight of customers returning in droves, and the annual return amount can exceed 128 million astronomical figures.

But this department store at the county level has achieved about 1000000000 sales and nearly 60 million of single shop tax, which is rare in the country.

Therefore, if we want to say that there is a flaw in Yintai's "willful retreat", I think it can be more atmospheric, generous, cancel all the return limits, turn the no threshold returns into a normalized service measure, and become a service sign of Yintai.

Yintai's "capricious" has "willful loss", "willful retreat" and "capricious play", that is, there is no "willful buying", but let customers be capricious and happy.

Li Juntao, President of Gome online CEO and smart appliances, said: "the core of retail is good products, good experience and good prices". In this sense, Yintai's "capricious" play is not only a subversion to the traditional retail mode, but also a strong return to the core essence of retailing, and will also be widely recognized and heartedly praised by consumers on line.