Goldlion: The Line Is Also Very Cattle, But Also Determined To Do Online.

Wang Yong, President of Hongkong Goldlion electronic commerce company, recently attended a forum and said: "Goldlion once had a very brilliant record in the Chinese market. It is known as the LV of the Chinese world.

I think all the men in the early 70s or 60s once pursued this brand, and they used to be proud of its products.

It is a brand worthy of respect.

But we do not evade that Goldlion does have a bottleneck.

In Gucci, Louis Weedon and other European and American brands, 100 years of development has become an irreplaceable value.

As an old brand that has survived for 47 years in China, Goldlion is now standing in the corner.

The midfield of the road.

Put aside the traditional pursuit of traffic, low price, sell inventory practices, Wang Yong has a set of logic for the electricity supplier channel.

First, we should use new ways and means to cater for new customers instead of building new brands.

Wang Yong said to the billion power network that the longer the brand is, the higher the value it is, the intangible asset.

Goldlion's current problem is relying too much on the original user base.

In this regard, Wang Yong made a redefinition of the future direction from the aspects of brand emotional appeal, media channels, consumption tastes and so on.

On the emotional appeal of brands, Wang Yong cited Spain as an example.

Every year, Diesel launches an advertising blockbuster for global hot spots. Its loyal fans are following the brand because of this advertising blockbuster.

In a similar way, users can understand the meaning and values behind the brand, thus establishing emotional links with users.

So far, Goldlion's focus is still on the offline store. Without considering the cost of channels, the gross profit of its offline stores is 20% - 30% higher than that of the online ones.

Compared with the number of users, the number of VIP on line is only several hundred thousand, and the number of VIP on line is several times that of online.

But this does not affect Goldlion's determination to reshape its brand image through online channels.

In Wang Yong's view, the Internet can avoid the high cost of redecorating stores, retraining waiters and renting stores, which is fundamentally beneficial to the brand.

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On the channel, Goldlion should understand the media channels that users usually pay attention to, such as financial news, knowing, watercress, micro-blog, etc., through the guidance of some precise media, and create topics of interest to users to communicate with users.

On the consumption tastes of products, Goldlion will redesign products and design potential products into products according to the consumption tastes of fashion consumers.

For example, for micro customized customer needs, users can embroider their names on shirts.

Second, improve the "cost performance" by reducing channel costs.

In the future, the quality of Goldlion's online products will be even higher than that of offline after reducing the flow cost and channel cost through new ways.

Whether the line will eventually replace the offline? Wang Yong thinks this is a misunderstanding. "Online is just a way to replace the traditional way that can not cater to the new group. There is no online rush to get the business under the line, but the line is not well adapted to the new form."

"This is similar to opening a shop in the street, business is good, suddenly opened a department store, we feel that in the street is very cold, it is better to go to the department store air conditioning heating slowly stroll, department store business is very good.

After a while, there was a shopping mall, which was able to eat, watch movies and play games, and the shopping center took away the business of department stores, "explained Wang Yong.