From Online To Offline: Costumes, Brands And Businesses Have Sunk Their Nuggets.

In the new retail business, giants have returned to overweight entity businesses, and the market has ushered in a new pattern.

Under the increasingly obvious trend of online and offline integration, the brands who used to focus on online market go to the next line, Nuggets shop.

From clothing, e-commerce platform to cultural creation, entertainment and other formats brand, collective open the line of expansion.

For example, the pockets of the goblin, Yin man, Tmall international, NetEase koala, Dangdang, Xiaohong, YOHO!

The entity store has the experience and service that the online electricity supplier can not provide. This is the core advantage of the entity store, and is also the biggest attraction to the online brand.

Online brand offline stores are more cool with genes from the Internet, such as goblin pocket playing IP scene, Yin man, Keep selling lifestyle, NetEase koala, Tmall international big data black Technology...

Clothing "Amoy brand" to seize the physical store

Goblin pocket: IP with content and emotion.

In April 29th, Nanjing electronics clothing brand goblin pocket opened the first offline shop, the store is located in Nanjing water tour city, the store area is 320. By the famous French designer Thomas Clement, the store will make the store into five different styles.

Brand CEO Liu Qing said that the goblin pocket is not only a women's clothing brand, but a content and emotional IP, through the immersive experience, to create a fairy country for consumers.

The fairy's pocket was founded in 2006. At present, the online platform has ten million loyal fans with high activity.

Unlike other Internet brands that sell plainly, every product of the goblin has its own name, and there are different shooting scenes every week.

According to Liu Qing, the goblin pocket line store has been preparing for a long time, and has also made many fans meeting.

In the second half of last year, the fairies' pocket Alibaba and many shopping centers, including Nanjing water tour city, held many new retail flash stores, which gained recognition from fans and shopping malls. The online and offline operation mode became clearer and gradually opened to shop under the line.

The goblin pocket will be based on Nanjing as a pilot for the national store, the early stage of the pilot camp in Nanjing, in Nanjing opened a number of physical stores, the future for the national sales advantage cities to match big data and expand shop.

Yin man: creating a "slow life" way

In 2015, he began to open shop under the line. At present, there are 450 stores in the country, and there are more than 20 new stores on average every month.

Stores are located in more than 160 cities across the country. Besides Beijing, Shanghai, Guangdong, Shenzhen, Wuhan and Chengdu, there are more than three or four line cities, and the channels are relatively sinks.

Fang Jianhua, chairman of Guangzhou Hui Mei fashion group and founder of Yin man, said that in 2018, the overall sales scale of the man line was expected to reach 8 hundred million, and the next 3 billion of the brand line could be reached.

In order to create a slow lifestyle, he has focused on physical stores.

Today, it has evolved from a clothing brand into a lifestyle that covers women's clothing, shoes, bags and homes, and is also extending the category along the way of slow life.

Stubbornness: "encircling the city by the countryside"

The original designer brand is stubborn, positioning the "New Retro, aestheticism woman dress brand", initially started from Taobao, at present, Tmall flagship store has nearly 1 million 250 thousand fans.

With more and more Amoy brands going downwards, stubbornness began to explore the offline market in 2017, and entered Guangzhou fashion Tianhe, Foshan Tianyou City, Foshan Sanshui square and Nanning Baisheng pedestrian street square.

Like many clothing brands, stubbornness goes to the shopping mall and shopping street under the priority line, and the physical store is located in a "wardrobe with feelings".

This year, stubbornness has entered Dongguan's Kade square, Zhanjiang Wuchuan Tong De City, Zhanjiang city square, Zhaoqing Star Lake International, Yangjiang Baili Plaza, Zhanjiang Kade Plaza, Nanning Jiangnan Wanda Plaza and other shopping centers, the pace of opening shop accelerated significantly.

However, from the open shop area, stubborn as a growth oriented brand, when the "rural encircling the city" route, now mainly for three or four line city store, its first tier cities in Guangzhou, although located in Tianhe business district, but located in the brand chain than the unknown underground pedestrian block fashion Tianhe.

Electronic business platform, APP under test line

NetEase koala sea pantry shop: big data plus

In April 28th, NetEase koala bought the first offline store, "Hai Tao explosion shop", which opened in Hangzhou Tower Central Mall, and is committed to creating a new shopping scene with retail, experience and communication as a whole.

Store products include beauty makeup, personal care, mother and baby, light luxury, digital home appliances, sportswear and other categories, and the use of electronic price tags in the form, to maintain the sale price and APP online price synchronization and real-time updates.

In terms of commodity logistics and distribution, NetEase koala purchase can provide 5 kilometers of users around the "Hai Tao explosion shop" to distribute the goods on the same day.

At the time of its opening, Zhang Wenjie, the manager of NetEase's koala "Hai Tao explosion shop", said that the products sold and displayed in the shop were selected from the hundreds of thousands of imported products in the world according to the mass consumption data of consumers bought by NetEase koala.

In the future, these commodities will also be updated regularly with the update of NetEase koala sea.

Wang Zheng, a public relations director of NetEase koala sea, said that the koala line store also includes a display area of the global factory shop. Its core meaning is to help the global quality factories to hatch their own brands.

Tmall International: the main thing is to do online business.

In the hottest period of cross-border retail business, Alibaba launched Tmall international in a high-profile manner.

When Alibaba's "big army" took part in the new retail campaign, Tmall international also moved to the next line.

In April 20th, Tmall international West Lake Yintai store test business, selection, display are used in the form of self-management, including beautiful makeup, mother and baby, care, food and health products and other categories, goods are selected on the shelf after the 5 kilometers of large data analysis around the store.

The store has self-service inquiry screen, scan code purchase and no person sending sample service. However, due to policy factors, the store is a cross-border bonded exhibition shop. Its role is limited to experience and display. Users still have to complete the shopping cart and checkout payment by hand panning, and then wait for the express delivery according to the distance.

Little red book home RED home: online community and offline shopping links

In June, after completing the $300 million financing and investment valuation of 3 billion dollars, Xiao Hong opened its first offline experience shop in Jingan, Shanghai, "Xiao Hong book house RED home". The store has 6 major areas: home area, beauty dressing area, clothing area, Star area, window area and water bar area.

Consumers can link to the little red book community by scanning the code. At the very first time, they can see massive real word of mouth and notes, and then choose commodities. This mode of combining online notes and shopping mall is actually the offline mapping of the little red book community.

Dangdang physical bookstore: three modes of positioning and complementation

At present, bookstores have become the standard format of shopping centers, especially the new type of physical bookstores with high value and rich formats.

Dangdang is a well-known online retailer in China. In 2015, Dangdang announced plans to open 1000 offline bookstores in three years.

In 2016, the first entity bookstore "Changsha Mei Xi academy" opened under Dangdang line.

At present, there are three modes of entity store development under Dangdang line: Dangdang book bar, Dangdang bookstore and Dangdang station. They have different positioning and complement each other.

For example, Dangdang station positioning the new retail concept bookstore, cross-border integration of coffee, art gallery, life collection hall, Western food and other Bookstore + formats.

As of early 2018, Dangdang's national physical bookstore has exceeded 160, and in 2018, 100 new entity bookstores were planned.

Among them, Dangdang bookstore has opened more than 10 stores in Changsha, Shenyang, Changchun, Chongqing, Chengdu, Ji'nan, Yantai, Fuzhou, Handan, Bengbu, Bengbu and Luzhou. By the end of this year, the total number of shops in Dangdang bookstore will reach 30 or so.

In April of this year, Hainan Airlines announced the acquisition of Dangdang by 7 billion 500 million, and has a rich line of Hainan Airlines under the line. There will be new changes in the selection of products and business level under the Dangdang line, which is worth looking forward to.

Keep offline Gym: bet on "fitness"

At present, the offline gymnasium is competing vigorously. The Internet fitness and music carving movement, the super gorilla and Liking fitness have completed hundreds of millions of financing, and the traditional club Welsh and Jinji fitness are still expanding rapidly.

And now, fitness

And usher in a new player.

In March this year, fitness application Keep opened its first physical gymnasium in Beijing Huamao shopping center, Keepland. "Fitness Mini League class" is the core content of Keepland's bet. Moving online experience to physical space is equivalent to offline interaction enhanced version Keep teaching. In essence, it avoids competition with traditional fitness clubs on the same product.

At the same time, online appointment and screen guidance also expanded the competitiveness of Keep online.

Wang Ning, founder of Keep, said that Keepland was generated after the continuation of user needs, not following suit, and did not plan to expand stores quickly.

It will cost a lot of energy in site selection, so the opening cycle will be longer.

In addition to the above examples, there are actually a large number of brands from online to offline, such as the YOHO YOHO shop, YOHO! STORE, Iqiyi entertainment cinema, online IP company's twelve cultural entity doll machine shop, LLJ folder machine, casual snacks business, three squirrels under the line shop, NetEase cloud music Theme Hotel "NetEase cloud music, Ya duo Ju", "little red lipped APP" offline "change beauty space"...

With the continuous development of economic level and the rise of the middle class, pure entities or pure electricity providers have been unable to meet the needs of consumers' upgrading.

From the example of the above brands, we can see that moving to the line does not mean "abandoning" the line, but the two sides speed up the integration and make each other complete.

Online provides convenient information and payment methods, collecting consumer behavior data into consumer insight data; offline is responsible for the scene of the consumer experience, and provide new access channels.

To sum up, only under the accelerated integration of online and offline can we get a foothold in the complex new retail market environment.