Online Brand Testing Under Water Line Shop

At the beginning of May, Guangzhou's Huacheng converge.

A shop called primary language was opened, and star Shang Wenjie was invited to be the spokesperson.

As a brand with "Internet gene", the initial language adopted the "online and offline real time parity" sales method.

Simply put, the information of all goods has corresponding price on the network. Consumers can only know the real time selling price of the product by using the WeChat or Taobao client to scan the commodity, and can enjoy all kinds of concessions on the network synchronously.

It is reported that this is also the first local women's wear counter in Guangzhou.

"Hua Cheng Hui's initial phrase is the first entity experience shop opened by our group.

It is also a process of trying and exploring. "

Guangzhou Hui Mei Group currently has many brands, such as Yin man, Chu Yu, and left life. The company's operating income in 2014 is 960 million yuan.

Xu Xianling, assistant director of Hui Mei Group, told reporters that in the next two years, the group will set up offline stores on a large scale. "We do not think that the offline channels are shrinking. On the contrary, the consumption demand on line and line is increasing."

A Guangzhou apparel industry believes that the initial signing of Shang Wenjie as spokesperson can be seen as the performance of Tmall's original women's clothing brand to further enhance brand operation ability, and also a positive response to Tmall's fashion line.

"Ask stars to do it.

Brand image is an enhancement.

Pure line

It is not only the United States that opens the store under the line.

The founder of breaking up silk

It has been said that this year will go offline, "the market under the line is also very large, we can try.

Offline can interact well with online buyers. "

The responsible person told reporters that cracking and silking has opened a more than 200 square meter shop in Wudaokou, Beijing. "It is mainly based on brand experience. In the shop, we have opened a book bar. In the future, we will consider the development under the line, but whether the shop's mode is ShoppingMall or mall counters, then we will make plans according to the needs of the market and customers."

According to Tang Feng's plan, the next line is "only when we make profits, we will open second homes, and then one family will open."

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Luan Ji, general manager of luxury gift department of Jingdong, told reporters that in the operation of luxury category, Jingdong adopted the strategy of combining proprietary platform with platform. The standardized bags and accessories were mainly self operated, but the non-standard products represented by women's clothing were mainly platform.

"SKU quantity is too large, all self operation will generate a lot of inventory."

It is understood that, in order to ensure the quality of self-employed luxury goods, Jingdong luxury department has about 40 buyers, including Guan Peisheng, and a professional buyer who has pformed from the brand side.

Luan Ji said that the goal of Jingdong luxury goods is to achieve "upstream channel" as far as possible, and to reach deeper cooperation with more brands.

The vice president of Jingdong group and the general manager of Jingdong open platform business department, Xin Li Jun, said that the price sensitivity of luxury consumers is low, but their sensitivity to services is even higher. Therefore, the image of Jingdong "genuine goods" is close to the needs of luxury users.

From home appliances to department stores to luxury brands, Jingdong, suning.com and Alibaba focus on and choose products. They also reflect the development of large scale electric business vane.

However, the cooperation between Jingdong and the above glasses brand is only the first step for the electricity supplier to truly join the luxury brand.

At present, in addition to Jingdong and other large electricity providers, walking show network, Fifth Avenue luxury network, Shang pin net are all operating luxury brands.

However, there are not many luxury brands that directly cooperate with the e-commerce platform.

An industry close to the international luxury brand told reporters that luxury brands are not very demanding about the flow of goods when considering the electronic business platform, but they attach great importance to the brand atmosphere of the platform. Similar to the requirements of the neighbouring brands when the location of the store is similar, luxury brands will never let their advertisements and hundreds of dollars of domestic brand advertisements appear on the same page.

From this perspective, luxury brands have not yet taken a glance at China's electricity providers.

According to the luxury industry sources, even the buyer system, the luxury industry channel management is also very difficult.

At present, the main purchase channel of luxury electric business is to cooperate with luxury brands to get goods, get goods from agents, and get goods from trading companies. Such channels are purchased at wholesale prices, and both quality and profit are guaranteed.

But it is not easy to get through these three channels, and many brand agents do not have the right to decide their own cooperation with the electronic business platform.

This directly causes the quantity and time of goods to be guaranteed.

If these channels are skipped, there are also electronic business platforms that purchase goods similar to purchasing agents, that is, entrust individuals or businesses with overseas resources to acquire the overseas price of luxury goods by way of orter shopping, special store purchase and tax evasion.

However, this mode is not different from traditional purchasing agents, and it is difficult to maintain fidelity.

The biggest difficulty of self catering luxury goods business is to improve the purchasing supply chain. Only by obtaining the brand related cooperation authorization can we solve the problem of quantity and fidelity.