Vip.Com Hangzhou First Store: Return To Special Sale, Offline Cheaper Than Online!

Amoy brand shop did not rise, a wave of e-commerce shop is surging.

In the Hangzhou canal shopping mall, just 520 of the past is not just the sale of flowers and chocolates, but also a special sale of electric business "vip.com" quietly opened in the B1 layer.

Vip.com has been regarded by the public as "online outlets". Most of the domestic outlets are followed by small towns and department stores, mostly in the suburbs. Vip.com entered the line but found another way. It was located in the integrated body of various urban centers. There was no brand counter in the store, and it was only partitioned by size.

Compared with other business line stores, "experience, light flat effect" approach, vip.com slightly "alternative". Is such a mini "ole" a tool for vip.com drainage or a signal to enter the retail line of the ole?

Unconventional, offline sales are cheaper than online.

The shopping mall on the canal is damaged by the mature residential community, the passenger flow is stable, and the location of "city ole" is consistent with the positioning of vip.com's "special sale". However, it is not known that Hangzhou has a well-known commercial complex, and its brand promotion benefits are also limited.

The vip.com line store covers an area of about 750 square meters, which is divided into women's clothing, men's shoes and shoes. There are three large areas of shoes. The broadcast in the shop circulate the advertisement: "vip.com Hangzhou's first line shop opens! Big brand goods fold up." The atmosphere is emitting a thick "two yuan shop" flavor.

According to vip.com's online data, footwear is a relatively high sales category, and is a strong experience of single products, so vip.com is not stingy enough to let shoes occupy 1/3 of the entire store. There are many famous brands such as BELLE, Nike and Adidas on the shelves. Although the styles and sizes are limited, the price is actually cheap.

The shop sells 99 yuan of kiss Kitty sponge cake shoes. The online store only changes its color, and the price becomes 468 yuan, which is nearly five times more expensive.

The conventional new retail strategy is "online and offline, the same price." After comparison, vip.com stores are generally higher than the online stores. Is it not against the conventional trend? If it is a single store trial operation, there may be some adjustment. If vip.com store expansion will continue the strategy of "the price below the line is higher than the line", that side reflects the high volume of vip.com online traffic.

In terms of shopping experience, an electronic screen is erected at the entrance of the store, and the two-dimensional code of the product will be displayed by clicking on the merchandise picture. Each commodity price tag is also attached with two-dimensional code. After scanning code, it can be ordered by WeChat applet. Search for the "vip.com line store" applet on WeChat, you can browse the store merchandise directly through your mobile phone. You can choose express or store to pick up your own order, so as to realize self help shopping.

The price of the offline store and the online store is lower than the online price. Besides, there seems to be no other "Internet black technology" in the store.

The vip.com shop doesn't seem to care about window display and merchandise display. Clothes are crumpled on the clothes rack, which is quite different from the exquisite pictures on the Internet.

Store goods are not differentiated according to brands, but according to their sizes, there is no search function in the offline store, so that customers who have come to a certain brand have to resort to shopping guide to narrow the search area. If the price is not too attractive, many customers do not expect such a "treasure hunt" patience.

　 Frequent hand out, finally return to special sale.

Before vip.com started to set up a special outlet store, it had already made many attempts at the online store. In October 2017, vip.com opened its first fresh food store. In September 2017, vip.com Chengdu Yintai Center opened a 3 day "unfashionable future Pavilion" line shop. It incorporated many elements such as laser scanning, 3D magic mirror fitting, Siri shopping guide, unpaid and so on.

Since then, vip.com has joined hands with various brands and has opened several flash stores with different themes. While attracting countless consumers to stop and experience, it is also considered to be the future direction of vip.com.

At present, vip.com's offline stores mainly involve three major formats: fresh, home and clothing shoes. Fresh store stores live in the "convenience store + express site + fresh retail mode". However, after opening eighth stores in Guangzhou in April 2018, the shop started to stagnate. However, the "lower quality shop" of the next category of home furnishing line is going to take the lead in the "special sale + branding" route, and does not pursue the quantity and speed of opening the shop, paying attention to the display and scene experience in the shop.

Hangzhou's first vip.com line shop belongs to vip.com's core clothing and footwear sales business. In 2018, vip.com chairman and CEO Shen Ya announced the initial positioning of vip.com's return to sale at the mid year strategic meeting. The focus of development will continue to be on sale.

The test of water under the flash shop undoubtedly let vip.com taste the sweetness, which caused a lot of discussion and increased the exposure of brand in a short time. However, the vip.com line chose the ole mode instead of the experience. So far, vip.com has opened hundreds of stores and will speed up later, and plans to open 1000 this year.

Both drainage line and offline profit are needed.

In May 23rd, vip.com disclosed its unaudited financial report for the first quarter of 2019. Vip.com Q1 net revenue of 21 billion 300 million yuan in 2019, an increase of 7.3% over the same period last year. In 2018, Q1's net revenue grew by 24.6% over the same period, which shows that vip.com's growth rate has been declining in recent years. As the growth of online users slows down and the cost of passenger gets higher, the retail channel begins to show new value.

The electricity supplier has gone from line to line. In April 2018, Tmall international opened its first line shop in Yintai, West Lake, Hangzhou. Due to policy reasons, Tmall International's offline shop can only display and experience, all goods are displayed through bonded warehouse guarantee, and customers still need to order through hand. That is to say, the customer can only see, can not buy to take away, and even can not try and dismantle the product's packaging. This kind of experience shop is more like a supplement to online business, and has the effect of drainage.

At the end of 2018, the NetEase's strict selection line at Hangzhou's NetEase was also very focused on "experience". NetEase's strict selection line uses the electronic price tag and the online real-time price, and the order after consumption will also be synchronized to the online. Yan shop has a street window, from the window can see 90% of the shop products, and store scene experience area occupied nearly 1/2 of space, this is obviously different from vip.com line store.

Is the purpose of the shop only for the drainage industry like Tmall international? Opening a shop in such a mature community on the Canal Street allows vip.com to reach a large number of consuming people, more than 20% of them are over 45 years old. This group of customers is likely to become an online new user through offline contact with vip.com, but this is clearly not the sole purpose of vip.com.

The small program independently designed by the store is obviously designed for customized services for offline customers. If it is designed to drain on line, this design will be superfluous. Unlike most of the business line stores focus on scene experience, crowded goods arrangement also shows vip.com's pursuit of Gaoping efficiency.

At the same time, vip.com did not take the strategy of online and offline parity. The price of offline stores was even far below that of online stores. The speed of rapid expansion also reflected vip.com's ambitions for profitability.

Vip.com positioned the offline store as the company's "strategic innovation" project. The domestic offline industry has never found the most suitable mode. Under the support of vip.com's accumulated brand benefits, will the vip.com line Mini ole model be the final answer?

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