Dorset Spring makes online management an art

Continuation of the line positioning of Dorset OLE, online also pay attention to the selection and combination of brand process, it will line and the interests of the store bundled together, so that the offline shopping guide can provide a mature guide to the single product management.

As the representative of the traditional department store, Dorset has its own brand status in the spring. On the line, it continues its own positioning, to differentiate and create value for consumers as the basic core. In Dorset's view, this is the real line of integration under the core.

From positive price to discount

December 2011, Dorset Group began to try E-commerce.

Under the Dorset line member view, even if Dorset on-line, the sale commodity also must belong to the high quality high price brand. In fact, this is the meaning of the name of Dorset's brand, high-end and quality has become deeply rooted in the hearts of consumers of the key words.

All along, the cooperation with Dorset is a big brand, the more the greater the brand is not willing to discount the form of the Internet, the model of positive price more in line with the brand's psychology.

From the formal opening of the city of Dorset, Dorset Group Official mall general manager Wu tried to do market research, hoping to pinpoint customer level.

In the survey, Wu found that the questionnaire survey of Dorset consumers are mostly not interested in online shopping, but it is Dorset OLE consumers, although the trust on the internet is low, but have said that if Dorset OLE online, willing to try to buy.

Compared to Dorset in the spring, Dorset OLE is located in remote, go to a trip inconvenient, and OLE consumers pay more attention to cost-effective, willing to carry out big brand small price attempt.

In March 2012, Dorset Group Official Mall launched the OLE channel to brand discounts in the form of sales, in line with the expected, Dorset OLE sales are indeed more popular than the regular price of goods.

With the train of thought a little clear, Wu slowly found that in China to open up the market price department store is not the time of the electric business. At this stage, Chinese consumers still take the price as the first attraction of online shopping, easier to accept discount products. Therefore, Wu judged that Dorset OLE more suited as the focus of the Dorset group's online.

Thus, Dorset Group decided to change decisively, will be the official online mall Dorset Group OLE Official mall, to Dorset OLE store merchandise, the main brand discount.

Catch the consumer pain point

In Wu's view, the so-called online integration, in fact, to create value for consumers.

The premise of creating value is to understand the user's pain point. For Dorset OLE, the consumer is a group of new middle class representative, have certain economic strength, but not belong to the rich class, still want to buy a house, education, price rises and so on various consumption problems.

On the one hand, the entity's positive price department store goods are too expensive, but the new middle class needs to meet the quality requirements, just Dorset OLE can provide cost-effective goods. And on the line, just the positioning of the continuation.

In fact, the so-called positioning is the biggest difference in competition. Know who the consumer is, and the brand portfolio will change accordingly.

To meet the needs of this segment of the consumer, Dorset needs to give consumers a high-end user experience in every aspect.

Because the department store SKU too much, to Dorset OLE, for example, the entire site has more than 20,000 products, but each product inventory shallow. Therefore, on the one hand, each brand needs to be the size of each product to be combed, to do more appropriate size table, on the other hand, the need to grasp the scale, in the picture shooting, to constantly find the best balance, so in the photo shoot on the cost should not be too high, to prevent the goods

Similarly, in the Web page design, there is no ready-made cases to follow, need to constantly grope. In foreign countries, many department stores E-commerce website style atmosphere concise, but Wu found that in China, most department stores are still classified by category, focus map for discount information, a wide range of products, difficult to give people the sense of high-end.

Is the user experience in web design not important? After contrast, Wu ask himself.

Entity Shop to create a perfect customer experience, store image must be one of the contents to be valued, even including holiday activities of decoration and layout, will have an impact on the customer experience. So, what kind of website design will let consumers think of Dorset?

"The truth is interlinked. "If you see a picture of a product, you feel like you're in a big store, and that's not what Dorset wants," Wu admits. ”

Therefore, Dorset OLE in the latest design, using a lot of white design, so that users do not have the feeling of crowding. At the same time also will be a lot of physical shop display rules slightly converted into shop operation rules.

Portfolio Brands

Consistent with the design is that in foreign countries, department stores have a clear positioning, there is a clear level, and the domestic nature is not how many department stores in the user hierarchy to distinguish, but for the purpose of classification, homogeneity is extremely serious.

The concept of brand portfolio has been Wu many times. In the department store, the choice of what kind of brand mix means what consumers will come to.

Each brand, will have its own international status, which is the general rules of the general merchandise industry. For example, in the industry, GUCCI, PRADA, LV, such as the same status of the first line of brands, so their offline stores must be adjacent or the same layer. If a second-line brand is opened next to these international big-name brands, they would rather withdraw.

Because the brand around them, it is the position of the first line brand, representing the same brand grade and consumer level. In fact, such "Birds of a feather flock together" is the rule after decades of traditional department store verification. Generally buy Chanel consumers, basically will go to Gucci, LV such brand stores to stroll, because their price range is the same, naturally will produce brand clusters.

How to make a brand portfolio? In fact, this is an important part of the positioning.

Saithe-Aules Official website Mall on 70% of the merchandise, is from the physical store of goods selected. In this process, in order to conform to the line of the brand portfolio, in the Site page processing, on the brand page to the international famous brands and general brand for the corresponding distinction, and on the display level, as far as possible, high-end brands together, to carry out advertising position display.

In fact, the traditional department stores pay attention to the rules, and the department store on the line, many department stores but just ignore the brand portfolio, with it thinking to do department stores, blindly to the category of distinction. Led to the vague brand status, traditional department store experience has not been passed on.

Therefore, Wu that the success of the department store, the most important thing is to understand and respect the brand. This is a traditional department store's skill, know each brand's advantage, consumer group is who. Because every different brand, the actual customer layer is not the same.

Independent selection

With the independent operation of the Yintai network, Dorset, although the independent establishment of the company, but in the selection of these important links, from beginning to end are dependent on the group.

Initially, Dorset Mall is based on fashion degree as a prerequisite, so the elimination of a lot of basic goods. But it turns out that selling well in China is basic, and that fashion is not high.

Dorset has a specialized selection team, this is a process of the post. They need to go to the physical store to get their clothes and then take pictures. But choosing which clothes to go on the shelves requires a deep understanding of different brands.

In the department store industry, different brands have different strengths. Baozi dresses, for example, have a high degree of acceptance and are particularly high in test wear. So Wu that, in the selection, to do more user research, can choose the brand the best quality products.

"China's department stores have been no one in the dry selection of this matter, more of the brand is doing, but in fact there are certain rules." "In Wu view, the selection not only to respect the characteristics of the brand itself, but also to choose a good brand best-selling products, thus highlighting the characteristics of the brand."

A website more than 200 brands, it is difficult to be proficient in each brand, so in addition to the independent selection team, Dorset also actively encourage the offline store shopping guide staff to match.

The inspiration was originally from the Dorset Mall. Over the years, the online next Dorset, monthly sharing will be held, so that each brand's guide to introduce each other, why their own brand merchandise good. Each year, Dorset will hold a "tournament meeting", so that different brands of shopping guide to the user to do collocation, and to score, as an incentive. These seemingly not related to the selection of the offline activities, but in Dorset online after the electricity, for the selection made a very good support.

Dorset's Guide, need to pick up the clothes to know the material, pick up a pair of trousers, you can see whether the trousers shape is thin.

And Dorset will be online sales and store sales interests bundled together, so that the offline shopping guide can be a single product management to achieve the ultimate, and help online orders quickly to the brand Shangdiao goods.

In Bally, for example, Dorset is a direct partner with the brand to sell both stores and online. Usually support a first-line brand stores need tens of millions of, if the same as other department stores, the supplier opened Bally Shop, then the supplier will not be able to get tens of millions of cast in a brand, so the product's richness would be less than the brand, so it is difficult to have the depth of inventory and more diverse choice.

This direct cooperation with the brand, is Dorset accumulated 20 years of resources, and only with the help of the overall strength of Dorset group, can advance this advantage.

In fact, the line of Dorset under the OLE, precisely formed a complementary. Online, there are more consumers on weekends, while online purchases from Monday to Friday are large. Even a lot of users are first online to see, the weekend to go offline ole try to wear, but if hesitated, go home can continue to place orders. At present, Dorset OLE line on the mall customer price has reached more than 1000 yuan.

"A shopper who buys online can remember Dorset, and can remember Dorset when buying online, which is success." "This is where the line is really winning," Wu says.