Courier Day Market rework: Online marketing model formation

Shopping mall traditional brand clothing store "line on the offline collaborative marketing" not lively

Reporters in Guangzhou Tianhe shopping malls in recent days to observe the discovery, from Monday to Sunday, daily on time to "work" in addition to shopping malls and shop staff, there are Major express Company's "express brother". Originally, along with the shopping malls of the major fashion stores on the line of attention to the customer to enhance the level of the courier to become a daily two times a day early afternoon to the shopping malls received the "supernumerary personnel."

The survey shows that at present, more than Guangzhou clothing entity shop or "Top-down" by the company's headquarters to set up shopping websites "walking on the legs" for marketing, or "bottom-up" by the store and the pursuit of performance of the salesperson quietly develop online customers, online collaborative marketing model is forming.

Wen/journalist Lu

2 Modes of collaborative marketing:

"Top-down": Clothing entity store company headquarters set up shopping website "Walking on the legs" marketing

"Bottom-up": by the real store and the pursuit of the performance of the salesperson quietly develop online customers

One Monday morning, a reporter in the first floor of the good Plaza, an Italian brand clothing store saw a courier pulled a pick-up car to "patrol the collection." "Generally 11 o'clock in the morning we will be on time to get their own responsible for the floor collection, lunch to eat a fast food, 2 o'clock in the afternoon and then back to the mall, but often 2 o'clock in the afternoon not to keep a phone call me back to collect!" A member of the collection told reporters.

Many clothing industry personage discloses, "express elder brother" often visits the store store, is not the delivery to the online customer completely, more circumstance is each store in each other transfer goods.

Reporters in the good, Tianhe City and other shopping malls with a number of brand marketing staff to communicate, they are recognized that the company is currently "two legs" to do sales. A number of brand entities store consistent information is: the beginning of the physical shop and shop to sell clothing styles are not very different, but later found that will produce "internal friction." So "The two years pay attention to differentiation, shop clothing style generally relatively old, in addition to some of the main paragraph, mainly in the sale of inventory." ”

Zoshan, a clothing store owner in Good Square, told reporters whenever the season to update the wardrobe or a new product listing, the store many customers will be in the official website browsing some, optimistic about the style, a considerable number of guests directly to tell her, the request for payment after The courier, this sales model is equivalent to "quasi-electronic business sales." "We here the regulars and VIP basic shopping, in the office anytime, anywhere online look at the style, bullish on the payment, express charges we all package." ”

Are only foreign customers keen on "physical shop online shopping"? Left shop long took out a book about 1.5 cm thick hard leather notebook, saw nearly half the pages of the book full of customer information, rough estimate of nearly hundreds of customer data records. The reporter glanced at, surprisingly, the booklet registered Customer Express address unexpectedly 80% is Guangzhou City address, only 20% for the provincial address.

In fact, many store stores and shop clerks have their own "private marketing cheats." "I regularly upload new clothes in QQ space, sometimes I am a model show, or send new pictures to the guests." "Zoshan revealed.

"We are the Hong Kong brand, there is no shopping official website, but customers can download our store's free app software, you can use mobile phones at any time to browse the new model." Maggie, a shop assistant at Swire's clothing store, told reporters: "You can send the picture to me directly, after the remittance can be sent to customers." ”

Background：

Shop sales are up

In fact, in addition to the size of the shopping malls in the network sales of the marketing channel favored by the addition, some shopping malls also opened an official shopping site. such as Canton Bai goods chain Group's official online shopping mall called "Hundred Shopping Network", the Guangzhou Friendship store has its own official network shopping platform "Friendship network Tesco."

It is noteworthy that the "Huo Online" activity, hosted by the Guangdong Provincial government and the provincial Economic and Information Commission, began on August 30 and will continue until December 31. Guangdong Province organized 10 third-party electric business platform, hundreds of online shopping malls, thousands of Huo shop and million business enterprises to participate in it. It is reported that these enterprises during the activities, especially the Mid-Autumn Festival, National Day, Christmas and New Year's Day will introduce some attractive promotional activities.

"Huo Online" also aimed at small and medium-sized Enterprises, Guangzhou every year to invest 500 million yuan to develop E-commerce, the first "electric shock" will be supported by government funds.

Relevant statistics show that this January ~ July, Guangzhou online store to achieve retail sales of 7.54 billion yuan, the year-on-year growth of 2.49 times times. Online store retail sales accounted for the city's retailing industry online companies and the proportion of self-employed retail sales rose from 2.1% a year earlier to 6.5%.

Expert: The flagship store combines with the shop is becoming the trend

Famous marketing expert Xu Fengyun recently in the research of electric business marketing, he believes that the current "flagship store and shop combination is becoming a trend." specifically to the garment industry, Xu Fengyun pointed out that this trend and the current domestic apparel industry is generally facing high inventory and labor costs are closely related to the problem.

"Online services, online sales are the trend of e-commerce development." "Xu Fengyun cited a foreign marketing case for comparison: in the United States, for example, business research has found that in the past a large home store in a central city could radiate 50 kilometres of business around, but the trend now is to shrink this large store into a real-world store, without having to open up in a first-tier city with expensive rents, Just open in a small city, its operating radiation range can go to 1000 kilometers.

In fact, the same goes for other big cities in the country. China Logistics and Supply Chain Management Alliance Director, Logistics and supply chain researcher Huanggang: "Traditional retail stores are ' being" "," it seems that traditional stores are changing, online collaboration has been testing water. "Huanggang said, during the national Day to visit Beijing's mall, in the major well-known brands near the store found a" Shun Fung elder brother, curiously and he chatted: "Why the big festival dragged baskets to take goods, someone sent?" "The other side replied:" Now is more than 2 o'clock in the afternoon, there will be a lot of stores to send pieces, these pieces are online under the single, stores near the delivery. ”