Home >

Online Brand Is Anti Line, And Its Brand Is Integrated Online And Offline.

2013/11/21 11:29:00 22

During the golden week of "P", "eleven" golden week, the men opened the store in the first line of Jiangxi, and the turnover was more than 10000 yuan on that day. After that, the men's shop in Fuzhou, Xiamen, Quanzhou and Putian Wanda Plaza will also open. "We plan to arrange 30 stores in the whole country by the end of the year." CEO Wu Zhichao, a male menswear man, told reporters. 
 male is not an example. As early as March this year, online brand dragon faction and Phoenix clan officially entered Jinjiang Wanda Plaza, from the online dragon and Phoenix mall to the line. Up to now, the dragon and Phoenix ethnic groups have arranged more than 20 direct outlets in large commercial complexes such as Wanda Plaza in Fujian and Guangdong provinces, while the original female a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > brand "Qing Tian Tian" in Quanzhou has also set up counters in Wanda department stores in some provinces and cities. 
 in addition to the brand of shoes and clothing, tea electric supplier Qi Tong Xiang has begun to plan the way down the line. "The VI (visual expression) system of the entity store has been designed, and now there are two franchises under the line, which are in Dehua and Nanan respectively." Su Qingyang, general manager of keitong tea industry, said. 
 in fact, in the country, more than half of the famous Internet brands have already been put into physical stores, including Yin man, Han Du Yi house, Mai Bao Bao, Yu Ni Fang, J Bo Te C and so on. In foreign countries, the electronic commerce platform eBay has been trying to open temporary stores in London, New York and San Francisco during the holiday season since 2011, and customers can use their free WiFi services to go shopping directly through mobile devices. 
The analysis of "P" shows that, compared to the international brand with high popularity, at present, the domestic e-commerce own brand is generally not well known and lacks the public foundation. The promotion of the shop through the offline experience store helps to shape the brand image. 
Wang Zong, the head of Longfeng mall, endorsed this view. He said, "the brand is going to land in the end. If you want to make a product, you don't have to make a line. If you want to make a brand, you must synchronize online and offline." P said. The main purpose of establishing a physical store is to enhance the popularity of online brands. As a brand image shop, an entity store is also an experiential shop. Compared with the network channel, the advertising function of the entity store is more direct. 
 from the actual effect, because of the high-end positioning of the Dragon faction Phoenix clan and the layout of the high-end shopping center, it has obviously laid the foundation for the spread of the brand and the layout of the franchisee in the whole country. 
 in the planning of Su Qing Yang, the physical store is not for sale, but the meaning of experience is greater than sales. "The entity store will be combined with the cooperative, at the front end, consumers can taste tea in the physical store, only a small sample of the shop, the shop assistant will guide the consumers to place orders online; at the back end, consumers can experience the whole process of tea planting and collecting in the cooperative, and deepen the impression of the brand." 
 "online and offline, one is the right foot, the other is the left foot, the right foot stands firm, and the left foot can step out." Su Qingyang said that it is an inevitable trend for the Amoy brand to go to the line, but to grasp the rhythm and identify the location accurately, it is for the sake of image, experience, sales or inventory. 
 {page_break} 
 in addition to shaping the brand image and providing consumers with experience sites, in Wu Zhichao's view, an important factor for opening shop under the brand line is to prepare for the next online and offline integration. 
 "the future, 020 (combining offline business opportunities with the Internet to make the Internet the front line for offline spanactions) will become the mainstream shopping mode. Especially after the traditional brands are touching the net, the traditional brands with strong terminal advantages will surely choose the 020 mode of online and offline integration after they know the mode of network operation. The beginning of this year's expansion of offline channels is largely to pave the way for the next 020. Wu Zhichao said. 
 according to the introduction, the 30 men's stores that are ready to open this year are, to a certain extent, a test water for the offline market, and the ultimate goal is to integrate with online businesses. "Having its own factory and engaging in the traditional manufacturing industry for more than 20 years, it should be said that the whole supply chain of raw material procurement, design, production and so on has certain advantages. Next, we should explore the product style under the line, the operation mode of the entity store, and debug the system of consumers who connect online and offline." 
 actually, some enterprises are already practicing this mode. In the physical store of naughman brand, the customer can directly scan the tag of a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > by using a touchscreen like a tablet computer, and can see the model collocation provided on the Internet, or buy directly. Some traditional enterprises combine the offline dealers and online distributors together, and introduce the two-dimensional code into the product labels. After customers try on them, they can enter the distributors' online shops simply by scanning the two-dimensional code. 
 the consumer confidence index of the third quarter of 2013 released by Nelson, the famous investigative company 19, showed that China's consumer confidence index rose 4 points in the three quarter compared with the same period last year. Nelson also pointed out that traditional retail growth is slow, and the future traditional retailers will become a trend on the front line, or seek cooperation and separate development. 
 {page_break} 
 according to the Nelson survey report, sales growth rate of fast moving products showed a downward trend. The three quarter dropped to 7% compared with the previous quarter, and the annual growth rate was only 8%. 
"P >" compared with offline sales, e-commerce as a new retail channel has been growing rapidly these years. The contribution rate of e-commerce channels to the overall retail market has increased by more than 9 times in the past 5 years, from 0.6% in 2007 to 5.6% in 2012. Nelson, vice president of Greater China, said Ms. Xu Liping. "For the electricity supplier channel, the real challenge is how to better understand who their customers are, what they are buying online and how they make purchase decisions in the online shopping environment." 
 according to Nelson's investigation, the penetration rate of "a target=" _blank "href=" //www.sjfzxm.com/ > dress less than /a and bags is the highest, reaching 88%. The daily grade is second, attracting about 73% of online shoppers. 
 although only about 30% of the respondents said they had purchased maternity and infant products online, but in Nielsen's 8 online shopping categories, the online shopping scale of maternal and infant products ranked third in the electricity market, followed by digital products / household appliances / mobile phones and clothing / bags / < a target= "_blank" href= "//www.sjfzxm.com/" > shoes and hats < /a >. Xu Liping stressed that "flexible shopping, distribution and extraction methods make online shopping more and more popular among consumers, and the closer integration and promotion of offline and online will bring greater value to retailers." 
 according to Nelson's survey, the main reasons for consumers to buy online shopping are: first, shopping has no geographical and time constraints; second, the price is spanparent, and the pen line is cheaper; third, it is easy to operate and save time; fourth, no need to go out and avoid crowding. 
 Xu Liping said that with the popularity of smart phones in Chinese consumers has reached 66%, e-commerce has further developed into mobile e-commerce. "How to achieve effective interaction and communication with different mobile users through the correct market and media strategy, whether they are young or old, rural consumers or urban residents, is the key to the rapid growth of China's e-commerce market by manufacturers and retailers."