Experience or characteristics? The cracking entity store question a lot

From the slowly rising escalator, the reporter saw the cracked shops at a glance, and a tall man standing at the door caused interest from passing customers. There is no obvious partition in this shop, although it is only 50 square meters, but it is quite spacious. There is a big screen on the outer wall of the entrance, and there is a large block of images of the cracks.

The decoration materials of the entire shop are mainly wood panels, which look simple and simple. Together with the colorful ethnic style clothing, the shop immediately has the tune of love of young women.

"Hello, welcome to see what is needed. These are new products." When the customer came in, the shopping guide lady immediately welcomed him. There are about seven or eight clothes in the store, each one only one or two pieces, the classic big flower pattern is still a symbol of the split.

The reporter took an embroidered pair of jeans and asked: “Does this shop have this?” The clerk waved and said, “This side is only responsible for physical stores. There is no such thing on the Internet. I'm not sure.”

How products are differentiated

Are the product styles on the line and the line the same? Is the price the same? With this question, the reporter contacted Cai Cai, from the Market Department of Cracks. She told reporters: “The prices are the same both online and offline, but there are some out-of-prints in the store as surprises for customers. For example, if there is only one piece, it will be put into a physical store. In the sale, some single-quantity styles are not available in physical stores, online pre-sales funds and physical stores are not available, and the cracked-down physical stores are still experimental in nature and the operating methods are still being explored.

This reporter learned that most online brands are taking the path of differentiated product differentiation both online and offline. For example, Inman takes 70% of the goods online and offline, 30% of the products target online promotions, and Spokane is the online 30% of the goods are the same, and special funds are introduced for the offline. Masamasuo will completely separate online and offline products in future physical stores, and the two products will be operated separately.

"The first store opened in Split," which is the title of many online media, however, some dealers in Kunming and other places have opened cracked stores, this time it is the heart of the two companies to test their own water Offline sales. It is understood that in the SOGO counter on the first day of sales is more than 4000 yuan, the second day it reached more than 8000 yuan.

Experience shop or specialty shop

Although more and more consumers have greatly improved their awareness of online shopping, there are still some people who have a higher unit price of apparel products have the need to try on and order first, in order to enhance the confidence of consumers, some The online brand has positioned the physical store as an “experience”. Of course, some mature online brands have also upgraded offline retail channels into independent channels, entering stores in the form of direct operations and franchising, or opening street stores, such as Lancome. , Mecoxlane, Inman and other brands.

In September 2011, Yinman, a women's brand that became famous online, landed. Six months later, more than 30 stores were opened in second-tier and third-tier cities in Shandong, Inner Mongolia, Heilongjiang and Anhui provinces and autonomous regions. The first physical store of the women's brand Handu’s clothing store, which grew up on Taobao, has also started trial operations in Shandong recently.

However, some brands had to quietly withdraw their cabinets. In 2011, McCulling continued to lose money, and the number of physical stores continued to decrease, from 500 at the peak to 406. Masamaso has closed its physical store in Beijing World Trade Plaza in March this year.

According to reports, the major sales channels at present include the Tmall Fiscal Apparel flagship store, Taobao’s Swan Store, Jingdong Mall, Vanke V+, Dangdang.com, and the first direct-selling entity in SOGO Zhuangsheng Sogo and Kunming. Two physical store opened.

For the meaning of split open store, Cai Manager said: "We opened the store can be said to be doing an experiment. No experiment, how do you know the degree of coincidence between online and offline customers? The nature of the store is not absolute, The new customers who want to experience will experience the purchase. The old customers who want to buy will also buy it. Anyway, the price is the same under the online and offline lines. It is just a choice for consumers."

When asked about the amount of energy invested by the fissure in the physical store, Manager Cai told the reporter: “The energy invested by the company in the physical store is not much. We regard this as a fun interest to do, as a fun place to come There is very little energy in the construction and real operation. If you look at it as a channel, it will take a long time in the future."

Such casual shop-shop mentality is like what the founder Tang Dafeng said in an interview with Weibo: “To be a company that can feed itself and is quite happy and interesting. We do not deliberately pursue it. We are prepared to 'play' to the market.”

However, another real problem has to be solved: How to pay for the high costs of rent, decoration, deduction, property fees, utilities, taxes, display fees, and salaries of employees? Mei Shanmasu, vice president of the physical store closed earlier this year, has revealed that the various costs of the physical store can account for 60% to 70% of sales, and about 1 million yuan each year. Is Rift ready to "play"?

“We will not open stores like that. The decoration will be designed by our own graphic designers. The display will be our designers who will deliver the goods and the logistics will be delivered. Everyone in the cracks will share the work together and do what they can. In short, own home. I myself." Cai manager told reporters, "Online shop also needs advertising, deduction points, customer service, logistics and warehousing costs, etc., receiving a customer on the Internet, the cost of drainage is not cheap, take a look at it. Also, if we don't make profit, we will definitely switch off. It's still too early to comment."

Notes:

The self-inflicted power of the cracking store was somewhat familiar. Seven years ago, the company insisted on the complete process of designing, playing, shooting, uploading, customer service and delivery. It is not easy to run a physical store after landing. If you want to run a single store well, it involves many problems. The traditional brand has experienced accumulated results for decades, not a short time can be copied, the brand needs a distinctive Features.

Whether it's going online or offline, or going offline, we must consider how to better integrate online and offline. At this point, there is still a long way to go.