The Reason For The Orange Pie Xie Hsien Lung Chose To Enter The Shopping Center

The Orange Pie is located in the Huiyang District of Huizhou, which is a relatively developed area.

The development of Orange Pie has only been three years ago, but there are ten stores now. Compared with many people in the industry, the speed of expansion is amazing.

Xie Yonglong, founder of orange school, said in an exchange with Xiaobian, the Orange Pie is located in shopping malls and shopping centers, because shopping center O2O has strong soil, which is echoed with the media propaganda emphasized by the orange school.

Reporter: Thank you, how long have you opened the underwear store? How many shops are there?

Xie Yonglong: actually, I am engaged in

For a long time, I worked with my classmates before, but I didn't do Editha's underwear chain brand Editha.

Since the beginning of three years ago, we have made Orange Pie and Orange Pie. Up to now, there are ten shops.

Reporter: is the Orange Pie the same as the location of Alice?

Xie Yonglong: the main style of the Orange Pie is simple and the price is between 200-300.

From the consumer group, first, we will target the mature crowd. This group of people does not mean that they do not agree to online shopping, but is used to physical shopping. Second, like 70 or 80, for entities and Taobao stores, they can turn left and right, and they will advocate new things.

From the channel, we are the shopping center, all the goods are orange pie, we sell in the mall, we are targeting the big cards, and in turn, we have some discount on shopping, so in terms of price, it has an advantage over the first-line brand.

And in the mall, the street shop is not the advantage, we are entering the mall, and we are not the three line brand of business, but a part of the splitter of the bonus, and we are eliminating some of the poorer department stores.

There are two kinds of shopping malls, one is shopping center, the other is traditional department store.

What we are going to do now is shopping centers. Some shopping malls, such as rainbow, are traditional department stores. We haven't been there since the shopping center's O2O soil is very strong. What he pays attention to is not a traditional way of sales promotion, but a promotion of the platform. Besides, they will pay attention to the publicity from the media, and we also attach much importance to this piece, so it is very strong to adapt after entering.

In the past three years, the retail industry has been very cold, but we found it rather interesting, with the feeling of spring.

Though not yet strong, we can feel that the future will be better and better.

As a result of the impact of the Internet and the impact of capital, Xie Yonglong, who is positioned in the form of street shops, has a lot of pressure. After being pformed into an orange school, he did some grope in the electricity supplier channel, and finally decided to concentrate on doing the good job.

Xie Yonglong: in the past three years, the whole retail market has been changing, and the impact of the electricity supplier has been very difficult for the physical stores in recent years.

We used to be the same location as street beauty shop in the form of street beauty, that is, Editha.

But at that time, Editha had been very laborious. Later, when we wanted to do the new positioning, it was very painful for the whole Editha to change. One is the channel, the other is the price system of the product, and the product promotion mode has been deeply rooted.

So I came out to make an orange pie and reexplore the new model.

Reporter: from the orange group's consumer groups, oranges are mainly entities. Do they have electricity providers?

Xie Yonglong: when we started making Orange Pie, we were also exploring. At the very beginning, we focused on the entity, but under the impact of the electricity supplier, we started to do business, and became a Jingdong and Taobao. However, we found that the PC terminal was not able to catch up with us. In 12 or 13 years, it was already very difficult.

In terms of electronic business, we have been doing the Jingdong for one year, and the brush is the main technique.

After a year, we found that we had already slowed down, and had already passed the bonus period of Taobao, so gradually absorbed the electricity supplier and concentrated on the entity.

Xie Yonglong believes that although the orange pie has missed the Taobao dividend period, the network channel is also a good way to promote, so the Orange Pie is positioned as an entity based, online promotion mode, that is, O2O mode.

Reporter: if we missed the Taobao bonus period, what do you think of the micro mall that has emerged over the past few years?

Xie Yonglong: we are also paying more attention to WeChat. In terms of micro business, it developed very well in the first half of last year. In the second half of the year, it wasn't very good. Last year, we were discussing this piece. We are already doing micro distribution, but we haven't really launched it yet, because it is still being observed, because carelessness will bring side effects.

The position is clear now, but we haven't really found a professional WeChat.

Now the development of the media is very fast. Maybe a year ago, it developed very well. Now it has been unable to play.

And the market is developing very fast. In the next three years, the retail industry should be gradually finalized.

Reporter: so for the impact of the entire network channel on the entity, whether the electricity supplier or micro business, how do you make good use of e-commerce, micro business to do the entity?

In fact, the impact of the whole network is to make consumers less loyal to the brand. Once they have something new, they are more willing to try something new.

E-commerce, micro business is a channel, but at the same time, the network is also a good way to promote. So in the 13 years, the orange pie was positioned as an entity based, online promotion mode, that is, O2O mode.

But promotion is not just about promoting brands, but later we combine those sales with WeChat's card voucher functions.

We will send some card vouchers through WeChat platform to promote. This is also a marketing skill. However, from the media development over the past few years, we have developed them into a good promotion mode, which has also led to the positioning of our details.