How Does Jumei.Com Open Shop To Do O2O To Have A Way Out?

According to her own experience, Ma Yun once said that women get the best of the electricity supplier.

Jumei.com's experience is sure to be deeper. Its founder and CEO Chen ou may be lucky to have gone through two entrepreneurial failures and finally chose to do "women's business".

However, even though it has been successfully listed on the NYSE in just four years, jumei.com still faces fierce competition with its peers, and more importantly, it must consider and explore how it can go further.

It should be said that jumei.com is still at the forefront in the vertical field of cosmetics business, and it has launched a new business very quickly. For example, from last half of last year, it started sending overseas purchases, doing cross-border electricity business, and opened the mother to child channel in April this year.

However, we do not seem to know much about its other business: offline store or O2O mode.

The reason why we don't know much is that so far, jumei.com has only opened two entity stores in Beijing, and even itself is exploring how this mode goes down, so it is very low-key.

But from the point of view of the location of the shop, it is not low-key at all. It has opened the two shops to the two most famous commercial streets in Beijing, Qianmen Street (December 2013) and Wangfujing Street (March 2015), and it is still the core position that the guide must not pay attention to.

Although the profit of the cosmetics industry is very high, it is also a special field, which is naturally inclined to be questioned by consumers (highly), especially in this vertical field.

This is probably the reason why jumei.com launched the word of mouth center a year after its establishment. Its idea is to allow users to influence users and use the trust brought by word of mouth.

But even so, jumei.com, of course, vip.com, Le bee network, and Taobao, Tmall and Jingdong and other electronic commerce platform cosmetics, has also been uninterrupted by consumers.

And, basically, all the electronic commerce platform has sold cosmetics sales incidents, which also can not cause consumers' vigilance.

Jumei.com's physical store has only opened two years in the past two years, showing that Chen and others are slow and cautious.

Why is it so prudent? First, it is because the operating cost and management cost of opening a shop (especially the prosperous commercial street) are too high, and the income is relatively small, or even very likely to lose money. Secondly, for such a pure Internet gene business company, the experience of opening up shop is also very insufficient, although the supply chain is the same, but how to find stores, how to manage stores, and even how to price products online and offline.

All need to be considered or weighed.

In order to enhance the image of the brand and entity store, jumei.com insists that it will also be a direct store rather than a franchisee, at least in the short term.

If you dare not play the ticket, you will always be a direct shop.

But this rapidly increases the cost and increases the difficulty of finding the right people who know the Internet and understand the entity.

In this respect, it can combine internal talent training with external recruitment.

As for the original idea of jumei.com's opening up shop, Chen also expressed this: because the threshold of e-commerce is too low, consumers have a natural distrust of online cosmetics.

And offline users can directly experience the deficiencies in this aspect.

Indeed, for cosmetic products, including the entire beauty industry,

The importance of it cannot be emphasized too much.

In addition to giving users close contact and experiencing products directly, jumei.com stores can also interact with the salesmen, and further try and experience services such as skin care, overall make-up, beauty and other services.

This is the unique advantage that the pure electricity supplier does not have, but the entity shop has.

In this case, jumei.com's opening of a physical store will naturally play a positive role in promoting its brand, enhance consumer confidence in online shopping, and expand the scope of consumers to attract consumers who have not been on jumei.com's e-commerce platform to try online shopping.

In addition, the technology companies or Internet Co, as well as the electronic business platform, have opened up offline experience stores (or with entity retailers). This is a normal trend. For example, Xiaomi experience shop, music experience shop, the most famous apple experience shop, and Taobao members' VIP experience shop, Ali launched meow street, Jingdong's County Service Center to sink because of the channel, and so on, from this point of view, although everyone's purpose may be different, jumei.com opened a physical store is normal.

But is there any way out behind this "normal"?

In store decoration, in goods.

On the other hand, (including why the shops are two floors, the space is relatively open, but not in the same layer, the choice of open and larger space), there is no obvious difference from the physical retail stores in the same industry, so that consumers can clearly and clearly perceive that this is a physical store opened by the electricity supplier company. It has different business ideas and strategies, and it is very focused on the user experience.

More importantly, since jumei.com wants to do O2O, it is best not to overlook the turnover and profit of the entity store in a short time, but to strive to create the ultimate user experience.

The most feared thing is not the extreme, which is also different from the ordinary beauty shops and ordinary nail shops in the street. In this respect, jumei.com's physical stores can actually do great things, such as creating and upgrading the experience activities associated with beauty makeup and even the American industry, ensuring that every shop assistant is a master in at least one field in beauty or massage or body SPA, and even extends the scope of service to more activities related to women's pursuit of beauty, health and quality, so as to provide them with the best quality or even the best service so as to attract more users and retain them.

Of course, not just them, but also them.