Call The Traditional Shoe Store To See How The Online Shoe Brand Line Stores Counter Attack.

fashion

Mr.ing will launch a full line in 2014, and the original store renovation and new stores will be expected to reach 300 in 2015.

Such as zero, Ou Lun Bao, color Fei, Qing Wan Tian and so on, have become Internet shoes.

Under the line against the wind.

In recent years, the direction of the electricity supplier has always changed and changed.

As more and more brands of traditional shoes and clothing have been "touching the net", marching into the online market, and gradually becoming electric providers, a group of shoe brands and vertical electric providers started off with the Internet have gone against the opposite direction.

Shopkeeper trend: online brands have been "offline"

In foreign countries, shoes vertical electric providers set up offline stores are very common, the largest in the United States.

B2C platform Zappos is the vanguard of this trend. It has not only a physical store near the distribution center of Kentucky, but also several entity stores in Las Vegas.

Another fashion shoe electric supplier JustFab opened its first flagship store in Losangeles recently. It has stepped out of the queue of simple online merchants and has become a multi-channel brand.

This footwear business has opened its business to the mainland from abroad. Zero, Ou Lun Bao, color Fei, Qing Wan Tian have already opened several offline stores.

After the 2014 force line, fashion men's shoes Mr / ing2015 line of original shop pformation and new stores will be expected to reach 300.

With the enthusiasm of the footwear network brand falling, many brands show strong ambition to achieve O2O online and offline.

So what is the operation of these brands online?

Status one: first choice of two or three line cities

When the online shoe makers are trying to pull the curtain off the test line, the high rental of the shop is a big stumbling block.

From the perspective of online shoe brands, the geographical distribution of physical stores basically spreads around a certain area from the point to the surface, or is mainly laid in the two or three tier cities in China.

From Fujian, the male shoe Amoy brand "owlen Castle" currently has 15 offline stores (4 direct outlets in Fujian and 11 franchised stores in the country), all of which are "concentrated in two or three line cities".

According to Yang Youhong, marketing director of the city, "the first tier cities are not suitable for opening real stores, because the premium of the network brand is not strong, and the profit margins are relatively small."

Try it out, for example, if you open a shop in the three line city, the cost of the goods will be 300 thousand yuan plus the rent and decoration cost of the shops.

In some second tier cities, 300 thousand yuan can barely open a shop, but in a tier one city, it is absolutely impossible.

"A famous online shoe brand launched a solid store in the first tier cities in 2014, but it failed in the end."

Yang Youhong said.

Coincidentally, the development of high-end men's shoes under the online zero market is more likely to stop. Currently, there are experiential shops in two or three cities, such as Dalian, Qingdao, Chengdu, Guangzhou and Xiamen. The location has been extended from the early large-scale chain stores to Wanda, airport and mobile stations.

Tu Chunrong, chairman of the board, said: "every platform needs a good brand to enter, and zero will not go with the tide and rush to grab a good lot. Our site will consider the platform's own system (such as Wanda's system, airport system, etc.). EMU and airport store are the important embodiment of our accurate grasp of the channel, so we still plan to open hundreds of airport stores in 2015."

Status two: product pricing, user experience is the key.

The second problem that Internet shoes brand set up in physical stores is: compared with online, the price, warehousing, promotion and distribution system construction under the offline is more cumbersome and lengthy.

Taking the distribution system, if we do not adopt the strategy of differentiated operation, we will inevitably bring about price conflicts between online and offline products.

In the view of e-commerce expert Lu Zhenwang, if unified pricing, the sales cost brought by the traditional retail mode will increase sharply, and will inevitably encroach on the profits of online brands. If the pricing is different, it will obviously stimulate consumers to turn to online purchase, thus causing the franchisee to suffer losses; if the line for the production of specialized commodities, the online brand with a very small proportion of the line is still a "loss trading".

Yang Youhong, director of marketing, said that there is no very good solution to the problem of whether or not to implement differential prices on line.

He admits that the price of products in the mobile phone client, online official store and physical store is the same, but it is slightly different in Tmall because the product models are different.

Yang Youhong introduced that only one part of the line of goods is classified.

It is coincidence to ensure that the sales of multiple channels are as smooth as possible and do not affect each other.

JustFab's offline store is designed to cater to VIP members better. Members can buy goods at the discount price online, while ordinary buyers will pay higher prices.

However, some brands take the strategy of "offline experience, online drainage".

Like tide

"Fei Fei" has been on the scene of event marketing "Carnival Carnival", allowing customers to try on in the store, using the activity of "scanning two-dimensional code to purchase official website, and still reducing 40 yuan" activities to achieve the goal of "offline experience, drainage line purchase".

The current situation three: competition with traditional retail industry, the right location must have advantages.

Network brand, "born in the long", basically rely on the platform of the network, constantly accumulate experience in trial and error, and develop into today's vigorous situation.

Once the experience shop is involved, it is bound to compete directly with traditional brands.

Internet brand does not have a wide range of social resources and customer groups of traditional footwear enterprises, and from the case of frequent attacks on apparel network brand counterattacks, at least in the short term, physical stores can not bring tangible benefits to them. It is too early to think that offline channels are the bright avenue of network brands.

But on the other hand, the brand influence and brand image of the online shoe brand are formed in the network, and they can not be developed quickly by any traditional shoe and clothing enterprise.

Most of its offline shops are also for online sales.

Brand electric footwear brands, represented by zero degrees, have indicated that the offline stores are not designed to compete with traditional shoe companies or expand traditional channels or make money, but to solve the lack of consumption experience in online sales, produce interactive marketing, maintain brand image, enhance user sticky and word of mouth.

As Tu Chunrong, chairman of zero brand, said, "the operation thinking of zero in the process of O2O is to focus on products, and to focus on the experience of consumers in the shopping process, so that consumers can feel the culture of zero brand and make shopping a real enjoyment."

It can be seen that in the competition with traditional retail brands, finding the right location is the key to establishing a solid store for online shoe brands.

Status four: to foster strengths and circumvent weaknesses in trial and error

For many footwear network brands, most of the original intention of setting up offline stores is to enhance user experience and shape the corporate image through the "temperature" of touchdown sales, and accumulate more practical experience for brand implementation of O2O plan.

Admittedly, the evolution of online shoe brands must learn to leave the Internet and face more picky consumers.

Tu Chunrong believes that the establishment of offline stores should learn to foster strengths and circumvent weaknesses. "Traditional shoe companies move from line to line and are bound by agents, which will inevitably be inconsistent with the new market, resulting in a contradictory mentality on prices.

And online shoe brand is from the online access line, offline shops are all direct battalion, so we are more capable of doing it.

Tu Chunrong also pointed out that every step of exploration under the footwear network brand line is a small step in winning the challenge under the new situation.

The key to stepping forward is how much effort each step takes to arouse consumers' sympathy.

That is to say, the offline route of online shoe brand is not just a simple shop, but a brand standard: excellent product quality and supply chain capability, shocking brand spirit, quick customer response, outstanding customer experience, and persistence.

Conclusion:

Although the online shoe brand line has not yet opened shop, but the "Online + offline" two-way interactive marketing mode is an inevitable trend of development.

To reflect on the traditional shoe enterprises, we should strengthen Internet thinking when we feel the crisis. For the truly great brands in the future, we should combine traditional enterprise genes (supply chain capabilities, manufacturing capabilities, brand marketing capabilities, channel management capabilities), and electricity supplier genes (innovation capability, data analysis capability and Internet promotion capability). There is no natural gap between them, and it is also something that a brand must face in the Internet age.

At least they are running towards the same goal, and it remains to be seen who can move faster.