The electric business enterprise opens the physical shop to play the geometry?

More and more electric dealers will develop the business to offline, this is not only the practice of domestic enterprises, but also in foreign countries. Prior to the wheat forest, fissure silk and other clothing brands in Beijing opened shop, but also the United States excellent products settled in the front door, Jingdong, Taobao large channel sink, the layout of rural markets. A few days ago, ebay Group purchase website Groupon set up a physical store in Sydney. As a form of online enterprise implementation O2O, it becomes more and more common to open offline entity stores. Beijing Business Committee recently proposed that the O2O Special Support fund will be planned, showing the support of the enterprise Exploration O2O mode under line. This will also trigger a wave of Beijing-electric dealers landing.

Store business Trend

A few days ago, foreign media reported that the ebay and group buying website Groupon set up a physical store in Sydney. Earlier, Amazon's plan to open a physical store in Manhattan News also aroused concern in the industry. In the domestic, the electricity business enterprise line opens the shop the situation also not uncommon.

Last September, the first entity shop in the United States first real store opened in the front door, this is just poly-US excellent product O2O strategy of the initial step. It is reported that the first shopping mall of Poly-Mei excellent goods store will also be landed in Wangfujing Amoy new days, is expected to open the end of this year. The company said that the store will adopt a new mode of operation, the goal is to experience the collection shop. May, Shun Fung's first physical store "Hey Customer" market, only after half a year, Shun Fung Hey, the national store has nearly 3,000. In November this year, a pair of enemy Alibaba and Jing Dong in the field of online business have opened physical stores under the line. Alibaba "Taobao member VIP Experience Hall" Guangzhou South railway station opened, Jing Dong entity shop "Jingdong service shop" Hebei Zhao Xian landed, the two giants have to achieve channel sinking.

The Government's support will play an important role in promoting the implementation of O2O. In the City Business Committee sponsored "Click Consumption 2014" Activities, the city's business committee related to the responsible person, consider the establishment of the Beijing O2O Special Fund, to support the electric business enterprises and traditional enterprises to explore new models of O2O, including financial support, the establishment of network brand experience shop area, the establishment of O2O public platform and

Different purpose

Many electric enterprises have chosen to open the shop under the line, but the purpose is different. For online apparel retail enterprises, the role of the entity shop is the image display and user experience. Taking the early women's clothing brand in Beijing as an example, through the opening of the offline entity shop, on the one hand can attract people who do not buy the network to understand the brand, on the other hand can let the online brand of the old customers to shop to try to wear, play "under the line fitting room" role. Van Gogh said that although the company currently has no line to open the shop plan, but in the previous cooperation with the Kennedy House building experience offline, think this is a good way. Van Gogh said that in the future the company will be in this area more landing cooperation, and extended to the national scope.

Poly-beauty products, said that in the user experience, the new store will increase the depth of experience, as well as a more rapid O2O experience to meet the diverse needs of customers. Customers can do skin analysis and counseling, cleaning and skin care, overall make-up styling, manicure, and body Spa and many other proprietary services. Allwin Strategy and Operations Consulting Division Bruce said that the electrical business whether it is online operation or offline shop, its essence is to enhance user satisfaction. The establishment of the physical shop, can provide consumers with a on-site test makeup platform, but also to increase consumer confidence.

For the same online consumer retail platform Alibaba and Jingdong Mall, the opening of the offline entity stores have their own focus. Alibaba's "Taobao member VIP Experience Hall" is mainly through the online experience hall and the user intimate contact, will be a lot of innovative business and products in the experience Hall. Jingdong Mall's "Jingdong Service Shop" is to get through the rural electricity business "last kilometer", through to provide consumers with distribution, installation, maintenance and other home appliances one-stop service for brand promotion.

Play geometry

Although the electric business enterprise on-line opens the entity shop the case to be many, but each household appliance merchant entity shop present life condition is also different. It is understood that early implementation of O2O line shop under the women's brand Mai Lin, the number of direct shop has been reduced from 117 to 55 in 2011; the men's brand Massamasso, who had opened a shop in the World Trade Day, soon closed.

But not all of the physical stores are showing a situation of a dismally. Before the fiery hot Poly-Mei excellent products before the store, although the store rent is expensive but the harvest of Word-of-mouth, by this momentum Poly-Mei Excellent products continue to open the physical store to the wangfujing.

The electric business enterprise opens the entity shop, at present more still is playing the concept, pushes the brand, realizes the sales profit as the goal small. Raiyang, a specially invited researcher at the North Business Research Institute, said that with the development of the channel advantage, the electric trader will turn to the docking platform after a certain stage to deepen the consumer's recognition of the company's brand. Raiyang believes that the electric business enterprise online to open the shop the behavior will be more and more, these shops are not for the purpose of selling, more is to show the product characteristic.