Creative Park plans to launch the "Rent-free" for Amoy brand settled paving, Amoy brand do all the best to get through O2O

　[Guide] Amoy brand in the network has a good sales and visibility, but the lack of offline terminals so that they always touch the temperature below the line, can not directly talk to consumers. So a large number of Amoy brand began to try to offline shop. And in the first-tier cities, Amoy brand's premium rights are not large, so they have pegged to the two or three-line city market.

"You are here to try the right, scanning two-dimensional code to our official website to buy, can also be reduced by 40 yuan." "In Foshan Creative Park Creative Exhibition Center," color-not "footwear workers to come to experience the customer introduction.

As a traditional brand under the line, with more than 300 physical stores, "color is not" has been familiar with the way of communication with consumers, but for many online brands, this time, "wisdom made Foshan net shopping"-Huo Carnival shopping festival Foshan Electric Business Carnival is their first and offline consumers "intimate contact."

In the three days of September 19-21st, Osaka, mr.ing, SKG, small ice-fire people, amii, etc. more than 60 domestic and local "Amoy brand" for the first time under the cluster line, test water O2O offline experience, so that foshan consumers really see, touch these peacetime only in the days of cats, BEIJING-East and other electronic business platform to see the brand.

For "Amoy brand", want to participate in activities under the line to sell the "temperature", so as to obtain more offline practical experience is the original intention of many brands to participate in the event. Many brands also silk without masking the strong desire under the impact line, but the city's physical store rents high, become "Amoy brand" to the line down a big stumbling block.

and Foshan Creative Industry Park proposed the "0 rent" model by the day many brands recognized, many brands said to consider entering the park. It is reported that the park will be "Rent-free" form, introduction of the cat, Taobao category ranked the forefront of the brand in the park to open a physical store, the use of "rent-free" "No logistics" "No flow of advertising", "the industry in line with" "Set marketing" and other characteristics, so that the offline entity shop than online also cheaper advantage.

"Amoy brand" due to rent your landing difficult online experience shop preferred two or three-line city

In the Southern accent crowd, "Amoy brand" Iita the head of Zhang's Beijing accent is particularly prominent. Zhang introduced, Iita is a specialized underwear "Amoy brand", the company is located in Beijing, last year's sales have reached 40 million. After receiving the information from the Foshan Electric Business carnival, he came from Beijing, "compared to the activities of the sale of products, the event for us is more important to us direct face-to-face with the customer opportunities." Because for a "Amoy brand", to be in Beijing layout line shop, the expensive rent is a lot of "Amoy brand" is difficult to reach.

"We will try to do it if the conditions permit, but in Beijing rents are too expensive and it is not possible for us to open the experience shop." Zhang said it was difficult to find the soil suitable for Amoy brands in Beijing.

Unlike Iita, the "Amoy brand" from Fujian has stepped out of the line to the first step. Between 2013 and 2014, Fort Petersburg in Fujian already has 4 physical stores, while in the country spread out 11 franchise stores, these shops without exception "concentrated in the two or three-line city." ”

Yang Youxi, marketing director of the market, said, the first-tier city is not suitable to open the entity shop, "Amoy brand" premium capacity is not strong, the price of the brand can not improve, there is no profit space.

Yang Youxi to reporters calculate, in three-tier City open shop, the goods, plus shop rental and decoration costs, about 300,000 yuan. "In some second-tier cities, 300,000 yuan can be opened, but it is impossible in a first-tier city," he said. Yang Youxi said that a famous online men's shoes brand had also been vigorously rolled out in a first-tier city last year, "but failed in the end." ”

The creative park plans to launch the "Rent-free split" to pave the road for Amoy brands

Online "Amoy brand" test water O2O example is not uncommon, the 2012 domestic famous women Amoy brand investment tens of millions, at the same time in more than 10 first-line city layout online experience shop. Although the loss ended in failure, but did not destroy the "Amoy brand" the enthusiasm of the landing of--amii, Lin Wood, SKG and other local electrical commodity licensing, has opened the online experience shop.

However, how to do the online experience shop, for most "Amoy brand" is still in the groping stage of the problem. Rents for the birth in the first-tier city, and want to put the brand into a first-tier city brand, it is a real trouble.

Compared with the first-tier cities, Foshan has advantages in terms of cost. This July, Dream Bazaar will south China's first O2O life experience shop opened in Foshan Dali. In Foshan creative Industry Park, there are also several electric commodity licensing online experience shop O2O. The park will provide an overall solution to the O2O of the electric business enterprises on the basis of low-cost models such as "0 rents", which are disclosed to exhibitors at the electric Commerce Carnival.

It is reported that the Foshan creative industry Park will be "Rent-free" form, introduction of the cat, Taobao category ranked the forefront of the brand in the park to open a physical store, the use of "rent-free" "No logistics" "No flow of advertising", "the industry in line with" "Set marketing" and other characteristics, so that the offline entity shop than online also cheaper advantage.

This led to a lot of Amoy brand hot, from Guangzhou Amoy brand "Kat think" the relevant officials said, so that the brand can reduce the burden of rental costs, but also enjoy the benefits of Amoy brand aggregation, the practice of the park for Amoy brand has a very large appeal.

Amoy brand makes every effort to get through O2O

Scan the two-dimensional code, send a photo to the micro-platform, enter the print password and the machine number, and a few seconds later, the machine will be able to "spit out" this picture. Step into the "color-not" shoe store in Foshan Creative Industry Park, an orange-yellow machine is very eye-catching, its function is-to print photos for customers.

At the scene of the electric business carnival, Ms. Li, who came to experience, found that "color is not" shoes were not labeled, "color-not" the relevant responsible person explained that if the price can only be sold to the physical store price, consumers can not enjoy the online discount, it is recommended to consumers in the selection of appropriate online to buy.

The two changes of "color-non" come from the exploration of O2O mode. In fact, the line to achieve synergy, interaction, then enterprises should not only have a relatively sound channel base, but also have personalized products, characteristics of services, as well as a better brand consumption experience. Here, many enterprises are working towards this direction.

In the process of getting through the O2O, specific to the pricing of this detail, whether online or offline brands, due to the two channels of manpower, rent and other cost differences, so will be in the price of the same problem.

"Pricing problem is our business, and consumers are the most concerned about the problem." "The market director of the Yang Youxi bluntly, for the line under the implementation of differential prices, there is no very good solution."

According to him, the current online under the fort is owned by the company and stores a total of 15, in addition to the product is also in the mobile phone client, the official online mall, the cat flagship store, such as a number of platforms at the same time sales. "Our products in the mobile phone client, the official online mall and the real store prices are consistent, but in the day Cat Mall, slightly different, because the product model is not the same." "Yang Youxi Introduction, goods style line lines, only a part of the goods are coincident, to ensure that the sale of multiple channels as far as possible do not affect each other, are unblocked."

This way for the traditional offline brand "Trace" is also applicable, the provision of network-only products has become the offline brand to explore the O2O of the necessary. For example, in the case of Glen, in May this year, in Beijing, the grant was published specifically for 80, the custom of the Internet brand "UU" and its frequency conversion air-conditioning, air-cooled refrigerator new products, less than 10 days, the grant in Jiangsu released new stainless steel inverter air conditioner "King Kong", specifically for the channel agreed system.

But not all enterprises in the O2O exploration, in the pricing strategy will make adjustments. At present, most clothing brands can do online with the same price, such as the Japanese brand Uniqlo, its online and offline products are the same price with the same quality. With this same, there are foshan local clothing electrical goods brand Amii.

The Guangzhou Gikan, which was founded in 2011, also said that it would not raise the price of products when it opened a physical store online, "Our line operations are sufficient to support the good operation of the capital chain." The head of the clothing business said.