How Can The Physical Shops That Survive The Cracks Survive?

The same pillow.

The selling price of the physical store is 500 yuan, while the price of the brand micro agent is half of the price of the counter. Then, which channel should the consumers choose to buy? Under normal circumstances, people will buy from the cheaper channel.

However, does the sky really drop pie? The price is half the price.

Is it exactly the same? Why is the micro business lower than the other channels?

Recently, he bought a product from a shop.

The agent's sleeper sleeps on the pig.

According to the details of its products, the original price of the pillow is 588 yuan, and the lowest price of the brand entity store is 400 yuan. The promotion price of Tmall's flagship store is 389 yuan, while the group purchase price of the "net red" and the brand side is 299 yuan national postal package, and a brand replacement pillowcase specially designed for this group buying consumer is also presented.

After receiving the pillow, the reporter did not find anything unusual from the appearance of packaging, material, product description, etc., but the price of online shopping which is almost half the difference from the counter still makes the reporter wonder: how can the brand balance the profit relationship between the entity dealer, the agent and the micro dealer? How can the unequal supply price system keep the entity store that exists in the cracks?

Price disparity concealed quality differences

With these questions, the reporter contacted Liu Kun, the manager of the electronic commerce of Sano, who admitted that the brand had authorized the "net red" sale to sell the sleeper sleeping pillow (refreshing version), but denied that the product was available in the physical store.

He said: "for this product, we have discussed with the" net red "agent many times, and finally improved the material of the pillow core before turning the bamboo charcoal cotton into green tea cotton. The other functions are roughly the same. Therefore, this product is specially marked as the" fresh version ", which is the exclusive product of the brand micro channel, and is different from the products sold in the counter.

That's why the price difference between the two sales channels is almost half, because they are not a product at all.

When it comes to the suspicion that the "net red" is misleading consumers, Liu Kun said that when the "net red" agent Sano, the brand side conducted a careful inspection and product training for the brand side. This situation should be a personal mistake. It should not be "intentional but". After that, they will strengthen the supervision of such events.

However, Liu Kun did not give a clear answer to why he did not put the price advantage of the fresh version of sleeping pig on the shop.

In this regard, some people in the industry have spoken out the truth behind the "price difference" of the brand's internal product. He said: "now the micro business normalizing, all brands want to seize this new channel, but most of the products sold in the micro channel are still low prices. The famous brand or higher priced products want to sell in this channel, they can only sell low price goods or" disguised price cuts ", such as changing the raw material of products is a way to reduce the price of products from the root.

The core of Sano is generally priced around 1000 yuan in the market, so the price of such products has no competitive advantage in the micro channel.

If the product is not differentiated and the price is reduced, it is very difficult to open the micro market.

Brand micro business fight low price market

Nowadays, many home textile enterprises regard the micro channel as the second "Taobao platform".

Last year, Luo Lai's life published the "micro recruitment order" on the Internet. The introduction of the "recruitment order" rule shows that consumers share the background of the distribution of the micro distribution to the circle of friends, and friends can get the Commission Commission of 15% of the recommended order sales as long as they share the successful purchase.

The distribution system will automatically settle the Commission for WeChat agents. WeChat agents can apply for the commission from the account 30 days after the completion of the recommended order payment.

However, if a customer applies for a refund within 30 days of payment date, the WeChat agent will not enjoy the order Commission.

At that time, the news came out in the industry, and we all wanted to see how the big coffee industry was operating.

Now, over 1 years have passed. When a reporter wants to understand the operation of Luo Lai micro business, the answer is that the brand has no big moves in this respect, and the company has only one or two brands such as "happy LOVO" and so on.

Another home textile brand Bo Yang also announced last year the layout of the micro channel, and the "micro alliance" reached a deep cooperation, and played the "micro commercial home textile first brand" slogan.

However, in its specific micro channel planning, it is clear that in order to make a difference with other channels and quickly open the micro market, the Bo Yang home textile will select the special products of the mobile terminal market, and create a cost-effective price advantage in the micro business field.

It is not difficult to see that the operation of these well-known home textile brands on the micro channel is much the same. It is nothing more than playing the "low price card". The aim is to expand the brand market share and enhance the popularity.

In this regard, a home textile strategic marketing expert said that such a view is wrong.

"At present, the home textile products sold by micro channel are very much the same.

To make the market bigger and smaller, the brand must accurately grasp the subtle changes in the consumer market and find the pain points.

He pointed out that the micro supply market is different from the traditional market, especially the network supply market, which is showing three changes in design individuation, product diversification and grade quality.

For example, the product quality problem, the network supply market in order to adapt to the low price of electricity providers, low profit characteristics, product quality is also low.

However, the main consumers of the micro supply market are mainly "Acquaintances" with high loyalty. The quality requirements of the products are even higher than those of the regular enterprises.

Therefore, the home textile brand can not sell low-quality products for the sake of low price competition, but also can't "sell sheep's head to sell dog meat".

{page_break}

Workshop enterprises return to life

However, the most popular selling products in home textile market are not brand products, but small businesses from home textile industrial clusters or low-end products produced by small factories.

At present, there are a large number of home textile shops specially designed for micro businesses around the home textile city of Nantong.

There were many stores here, more salespeople than customers, and some shops were even on the verge of collapse. However, after the rise of the micro business market, less than half a year later, businesses here were "coming back to life", and WeChat can make hundreds of businesses every day.

Most of the products sold are commonly known as "big road goods" in the industry. The price of four sets of bedding products is generally between 100 yuan ~300 yuan, of which 100 yuan is the best seller, and the price of small products such as pillows, cushions and so on is from ten yuan to tens of dollars.

According to the introduction, during the retirement of American professional basketball player Kobe, a home textile enterprise specially designed the Kobe series pillows, sold more than 30 in the WeChat circle in 2 minutes, and sold out in more than 10 minutes.

These products originate from Nantong, but micro businesses are scattered throughout the whole country.

They buy goods from small businesses or workshops in Nantong and sell them at a price increase.

But the price of the product is cheap, but the quality is very worrying.

In the circle of friends who had seen a 160 yuan bed product package, when they wanted to buy the order, the micro dealer was familiar with the reporter. Therefore, he kindly reminded that the product would fade after washing. In addition, because the red and white cloth was used to splice the fabric, there would be mutual dyeing and even washing when washing, so it was suggested that the reporter buy it carefully.

As a matter of fact, this is not a case. Many commodities that go through the micro channel are not formally tested by the state, and the quality is difficult to guarantee.

Because many micro businesses rely on social platforms to promote and sell, even consumers who are inferior in quality can not be investigated.

In this regard, marketing experts also said: "at present, the micro shop ecosystem is also seriously lack of credit system and rights protection mechanism, and most of the micro shops are individual small sellers, so in addition to the serious homogenization of products, the quality of goods is difficult to control.

When the high quality brand enterprises really enter the micro business, the small shops and small sellers will be shuffled, believing that the circle of friends will no longer be flooded with a large number of cheap and low quality home textile products.