How Is The Online Store Baleno Shrinking?

Recently, Shanghai

The limited company was announced by the listed parent company, Germany Yongjia Group Limited, to sell it at a price of 250 million yuan. This once popular dress.

Again drew attention.

How did the Baleno on the offline stores continue to shrink (from 4044 in 2012 to less than 3000 in 2015)?

First, there is no B2C platform of its own. As of now, Baleno official website is only responsible for information display, does not support online purchase, and its e-commerce business is mainly achieved through Tmall, Jingdong and other three party platforms.

According to Baleno's official website, Baleno's products are divided into children, men and women. They are divided into upper and lower garments. There are only 12 styles to choose from. There are no sales price and no purchase links, and it is shown that the sale is restricted to the designated area only. Two.

But its shop was updated in April 23, 2015.

Two, the concern in Tmall is far lower than that of the same brand. Reporters learned from Baleno Tmall flagship store that Baleno has 19 thousand concerns on the Tmall platform store, while the same kind of competing Metersbonwe flagship store shows 930 thousand concerns, and the flagship store shows 270 thousand concerns.

By contrast, Baleno's attention is much lower.

Three, customers are extremely sensitive to price. From the sales volume of their products, the sales volume of products with a unit price below 100 yuan is obviously higher, while the unit price is higher than 100 yuan, and the sales volume of products is insipid, which shows the sensitivity of Baleno users to price.

Billion power network noted that the first sale in Baleno flagship store is a T-shirt priced at 45 yuan, with a monthly sales volume of 36 thousand, and the price of goods with a monthly sales volume of more than 1000 is around 45, 69, 89, 99 and so on.

At the price of 100 yuan more than 20-30 pieces of clothing monthly sales, 149 to 329 yuan of the product monthly sales are mostly lower than 100.

The most expensive piece of sweater worth 329 yuan is only 75 pieces sold in the month.

Four, the development of the network special contributions. It is worth noting that in Baleno's Tmall flagship store, in addition to shopping malls with the same products, there is a special "pure electric business products", that is, the online channel development of the network dedicated contributions.

However, at present, the network provides only 4 contributions.

Five, the situation in Jingdong is roughly the same as that in Tmall. In Jingdong platform, the Baleno power store has noticed that Baleno flagship stores are similar to Tmall's flagship stores in terms of shelves, promotions and so on.

Currently, the T-shirt, which sells first in the Baleno Jingdong flagship store, sells for 49 yuan, with sales of about 29 thousand.

The second men's polo shirts sold for 89 yuan and sold 5976 units, and this style sold 8645 pieces in Tmall.

Six, the difference is mainly focused on after-sales service. The consumers' evaluation of Baleno is good or bad. The main reason is that the price is substantial, the style is simple and the atmosphere is bad, because the size is bad, the cotton quality is not good, and the after-sales service is poor.

The total score of the store's dynamic score is 4.8, the service attitude is 4.7, and the logistics service is 4.7.

Reporters learned that the Baleno brand was born in 1981 and was acquired by de wing Jia group in 1996.

De Yongjia repackaged Baleno and founded Baleno Kingdom Ltd and BALENO (Baleno) casual wear brand.

The target consumer group is located at the age of 18-40, the main line of the young line, mainly male, female and neutral casual wear, with Baleno, S&K, I.P.ZONE, Ebase and other six brands.

In the annual report of Baleno in 2015, the benefits of each brand were as follows: Baleno 2 billion 821 million Hong Kong dollars, S&K 476 million Hong Kong dollars, I.P.Zone 320 million Hong Kong dollars, Ebase 33 million Hong Kong dollars.