The First Line Shop Of Koala Factory In Netease Settled In Hangzhou With An Area Of Nearly 200 Square Meters.

After the NetEase koala and NetEase strictly selected to own the offline stores, NetEase Kola global factory store also officially entered the line.

It is learned that in April 27th, the first line shop of NetEase koala global factory store will officially open in Hangzhou Raffles center.

At the same time, this year, NetEase koala global factory store will also open 12 outlets in Shenzhen and Wuhan provinces, and layout the whole country.

What is the difference between the new NetEase department store and the next store?

Build the first consumer space under the global manufacturing line

The first line store of NetEase koala global factory store is located at Raffles center, Hangzhou, with an area of nearly 200 square meters.

Compared with the surrounding shops in raffles, the shop area of Koala factory store is not large.

However, the store has a small "heart machine" design -- the oblique design of lintel.

Because the store is located at the escalator's entrance of the shopping mall, the skew of the lintel makes the customer notice the shop sign at the first time when the customer takes the escalator upstairs.

Entering the shop, the first thing to see is a small area of "exploding money". Close to the "exploding area" is the beauty area for displaying high frequency products such as eyebrow pencil, skin care products, cosmetic cotton and so on, and then moving toward the door, the home area is printed. Clothes, hats, bags and accessories are all in this area; the left hand side, the food area is closest to the cash register, while the low-frequency digital appliances are in the visual corner, at the end of the moving line.

As one of the experimental models under the "new consumption" line, the store can realize data exchange between prices, members and other lines, and consumers can enjoy the "new consumption" experience such as price synchronization on line and line, discount for black card members, etc.

It is understood that during the opening period, the NetEase Cora's global factory stores will also have a wave of preferential benefits: from April 26th to May 5th, consumers can enjoy a full 200 yuan reduction of 30 yuan, 5 depreciation of digital appliances and cosmetics, 88 yuan selection of high-quality goods, and a free custom handbag to join the NetEase Cora members, and NetEase Kola black card members to superimpose black card preferences.

Shop display looks like "Watsons".

Judging from the display and layout of goods in the store, this store is quite different from the previous NetEase department stores.

Whether it is in the lakeside NetEase koala line shop, or settled in the hundred NetEase's strict selection line shop, for the display of goods are more biased in the "display", and NetEase koala global factory shop Raffles shop display is more "return to traditional retail":

There is no large area of scene experience.

Beauty, personal care, home life and other category areas are "clear-cut".

More intensive goods are placed on shelves that can display and store more goods.

Raffles shop has less than 200 square meters of space in the vicinity of 1500SKU, while NetEase koala line shop and NetEase strictly selected line shop area than its general will be nearly 100 square meters, but SKU less than 2000.

To put it simply, if NetEase stores in the past prefer the "IKEA" displayed, NetEase's global factory shop, Raffles shop, looks more like Watsons.

According to the clerk, the store is not directly battalion, but is associated with franchisees.

The franchisee of this store has many years of offline retail experience, and most of its stores have experience in offline retail. For example, the salesperson who interviewed interviewed worked in Watsons and famous products.

The store clerk said that after two days of trial operation, the current effect is still very satisfying, and the unit price of the store is around 200 yuan.

"2 p.m. is the peak of store sales. Most of the shops are white-collar workers who have just finished lunch.

In addition, there will be a wave of small sales peaks at 9 in the evening, when customers are basically staffing staff in the shopping center.

Women are the main customers in these stores. Therefore, more attractive and high-frequency products are placed on more shelves, such as eyebrow pads and cosmetic cotton, which are easy for customers to buy.

According to the clerk, the best thing to sell during the trial period is beauty.

Fast forward: 12 stores a year

It is reported that NetEase koala global factory store is a strategic level project of NetEase koala. It was officially released in September 2017. It adopts the global high quality brand incubator mode, and eliminates the intermediate links and premium through TOP manufacturers and consumers directly connected with the industry. On the one hand, it brings high-quality and cost-effective products to consumers. On the other hand, it also helps quality factories to build their own brands and help manufacturers upgrade and upgrade.

Up to now, the world factory shop of NetEase koala has reached cooperation with more than 400 factories from China, Australia, Italy, New Zealand, Japan, Spain, the United States, France, South Korea and other countries.

"The material, technology and design of Koala shop products can only be conveyed only through online channels."

"The opening of the shop in the koala factory will make up for the shortage of factory brand awareness and experience, and create a display window for many high-quality factory products," Hu ran, head of the global factory store at NetEase koala.

She disclosed that NetEase koala global factory store will open 12 outlets in the country in 2019, "will choose new front-line cities, stores or mall based."

In addition, in the shop, NetEase koala global factory store does not exclude the form of cooperation such as Raffles shop.

Perhaps it is "hand in hand" that owns the entity's business experience under the line, so that the NetEase koala global factory store has the bottom line of the fast expansion line store.