Vip.Com "Only Product Warehouse" Offline Shop Does Not Meet The Online B Terminal?

Recently, the reporter learned that vip.com's social networking project was only opened by the storefront store, which was different from the small B customer group, such as purchasing agents, wholesalers and micro businesses. The offline stores seemed to focus more on the C side.


Reporters at the only product warehouse line shop WeChat public number found that as of now, the only warehouse has been in Guangzhou, Qingyuan, Dongguan, Zhuhai, Shenzhen, Chengdu, Tianjin, Shanghai, a total of 21 offline outlets. Among them, Guangzhou opened 11 shops, all located in mature business circles, and Tianjin and Chengdu altogether opened two stores, all located in vip.com warehouse.


Online "lock" small B group


In August 2018, in view of small B customers such as purchasing agents, wholesalers and micro dealers, vip.com launched the purchasing and wholesale platform, the only product warehouse APP, and quickly used WeChat social platform to clear the inventory for the brand side, so as to cut into the B terminal distribution market. Vip.com chairman and CEO Shen Ya time has said that ToB's tail purchase wholesale purchasing mode is an integral part of the retail industry ecosystem, and there is a great demand for purchasing agents, wholesalers, and vip.com brands themselves.


In fact, vip.com, which started with the "special sale mode", has been focusing on B2C business. But in the case of giant squeeze and Internet users, vip.com is facing a slowdown in C terminal business. At that time, the B terminal market is still blue ocean, and mining B terminal market business has become a new choice for vip.com.


According to vip.com's statement, only one side of the warehouse is connected to the brand side, providing a genuine low price source of goods; the other end is connected with professional purchasing agents, small and medium-sized wholesalers, with WeChat, QQ and other social platforms, through the rapid delivery of goods, limited time to shoot, one key to sow goods, forward distribution and other forms of fast delivery of goods, the role is a "transit station" role.


And the brand access to the only goods warehouse, small and medium-sized wholesalers can directly deliver orders. Acting as a small B, the product will be forwarded to WeChat group and friends circle. After sale, it will be placed from the only warehouse. Only the product store and brand will solve the transport service problem together. The product supply chain comes from the brand side and vip.com.


It is understood that vip.com has established long-term cooperation with more than 6000 well-known brands both at home and abroad. However, due to the focus on the wholesale purchase of tail goods, from the only 93 brands on the product warehouse, the main brands are balatbara, Lok CHO, rich birds and other domestic clothing brands, and fewer foreign brands. 5 small B groups can purchase wholesale price.


In the specific way of collecting customers, the only product store provides "0 entry threshold", VIP user classification mode and monthly sales rebate policy to encourage small B customers. However, it is worth noting that the solution of the only warehouse is not directly oriented to the C end consumers. The end point of the link is purchasing agents, wholesalers and micro dealers.


And the reaction to the C end, if there is quality problem of goods need to return what to do? According to 36 krypton report, commodity returns will be returned to the only warehouse or brand store. After obtaining the return address on the platform, the small B will provide the warehouse address to the buyer at the C terminal, and the address will not show the relevant information of the product store.


Obviously, the only thing B wants to do is to face the business of "terminal". Huang Hongying, vice president of vip.com, also said that C users will not become the seed users of the only product warehouse. The only product store is for professional purchasing agents and wholesalers. The platform has a certain threshold (monthly consumption of 2000 yuan to become a member).


Shop under the line plot


It is not difficult to see the location of the shop at present. Only the shops under the product warehouse line are mainly located in the mature business circle of the city, most of which are located in the old business circle. And store discount, new, rush to buy information and other information is mainly relying on the only product warehouse line shop WeChat public number. It is understood that after users pay attention to the WeChat public number, the menu bar will prompt users to bind the nearest stores, and the follow-up system will pay special attention to the preferential information of stores.


The shop hours of the only warehouse line are 10:00-22:20, which is consistent with the general business hours of the shopping malls. It is understood that shop products are mainly concentrated in clothing, accessories, cosmetics, shoes, mother and baby, home and so on, every day at 10 points, 13 points and 19 points for three times on the new, some of the tail cargo will be 90 percent off discount low promotion. Take a European style woolen coat as an example, the original price is 2690 yuan, and the handling price of the tail cargo is 167 yuan, which is lower than 90 percent off.


In fact, these stores do not pursue the display of brand image. The goods are arranged in accordance with the categories of clothing, shoes, boots, mother and baby, household and so on, more like "clearance sale", and the stock of general stores is more than 20 thousand. In terms of customer group, the main group of the shop is only the middle-aged and the elderly, but there are also some young groups.


Obviously, unlike the App, the only product store is C terminal consumers. At present, the marketing of stores is mainly based on the WeChat public number. The functions such as community and membership have not yet been launched. It is understood that the only product store line shop will launch the WeChat small program function in the near future.


At present, facing the consumer side, the only product store App and the only product line store has not been directly linked, but in the commodity supply chain, inventory management and other aspects, the only product warehouse must be involved. Do you want to start the C terminal business on the B only product store?


In the view of reporters, the only product store opening line shop may have the following considerations:


The first is to expand more scenes on the B side business. The tail cargo sale will create a full link solution for small B groups online, but it can also be covered by B and C ends. Consumer purchase can be divided into self purchase and purchase. If it is for personal use, it will be C consumers. If the group purchases, it is a small B purchasing behavior, from the store to pick up the goods and then distribute, which can help vip.com improve the speed of brand goods and capital transfer.


The two is to explore the needs of offline mode. Nowadays, online offline integration has become a common understanding. Online giant penetration lines are frequent. Vip.com naturally will not lag behind. In fact, vip.com has already tried the offline shop, but it has been relatively low-key.


As early as in 2013, vip.com opened nearly 10 VP.MAXX brand outlets in Guangzhou and other places, facing internal employees and family members. However, due to rent and other problems, the store finally closed down and transformed.


In March 2017, "Lian Shang net" reported that vip.com was looking for stores in Sichuan and Chongqing, but vip.com denied it. But now, the only product store line shop has been laid out in Chengdu. In October 2017, vip.com quietly arranged the "fresh life" in Guangzhou, and launched the 10000 family store plan for three years.


In addition, vip.com offline stores are also in the layout. In February 2019, vip.com store was located in Guiyang flower orchard shopping center, which is the second brand sale shop launched by vip.com in Guiyang. Vip.com's offline stores interact with online vip.com APP, which is provided by vip.com's official website, which is consistent with online sales. Today, the only product warehouse landing is also a new attempt under the line.


The three is the existence of market consumption demand. The only products in the store are mainly in the clothing area, which is also a demand commodity. Low price discounts and other strategies aim at improving consumer groups, mainly young people and middle-aged people. This is a force that can not be ignored in Chinese consumer groups.


However, there is a difficult problem. On the Internet, the only product store will be segregated from the ordinary consumers through the platform mechanism, so as to help the brand quickly clean up the stock and avoid the impact on the brand image. But the shop under the name of "only product warehouse" is endorsed by vip.com. Once there is a fake dispute in the operation of the store, how can the brand reputation be protected?


In addition, the small B group is concerned about the quality of goods and distribution profits, the quality and price of C end consumers concerned, how to do the best coordination in the transformation from C to B?


For this project, vip.com told reporters that the line store business is vip.com's innovation project launched according to the company's special sale strategy. Individual stores have begun trial operation, and are still in the stage of experimental exploration. In the future, if there is a mature development plan, we will further communicate with other countries. In addition, vip.com did not disclose more information.