Lanmiu: Not only do the electric business line under the two-way development

Electricity Commodity card Open entity shop, although it seems to be the ripe, the logical thing, but the current situation is still a few happy several worries-have a few months after the decision to close the hand, there are a large number of closing contraction strategy, but also to get money in line to enter the mall, of course, more still have a landing plan is still on the sidelines.

In most people's eyes, women's underwear network brand Lanmiu (LA MIU) and most of the loss to make a yell of the sad reminders of the company is no different, but Lanmiu CEO Dong Lu has repeatedly stressed to the media: Lanmiu is not a power company, not even clothing companies, it is brand companies.

Physical store This matter, Lanmiu is also doing. Because did not put themselves in the "electric quotient" of the box, Lanmiu in the official online after a year opened the first offline entity shop. In this respect, Lanmiu Vice president Chang to billion power network said: "Where consumers, Lanmiu will open where." However, only choose to enter the ' good store '. ”

Positioning: Promoting brand and consumer experience

The Dong Lu of "returnees" returned to Europe and the United States and Japan market, in his view, the "sell products" of the electric dealer, there is a physical shop is better than No: "In the E-commerce industry, the most developed in the United States, the entity consumption still accounted for more than 90%, this is because there is no one terminal can exceed the direct experience of people." There is no doubt that physical stores can help consumers understand products more intuitively. ”

For underwear products, experience is even more important. Chang once told billion power network, underwear SKU number than ordinary coat to large many, usually the same style of the number of more than 10, which also embarrassed the network to buy underwear consumers. Therefore, the underwear brand opens the entity shop to appear especially important.

Lanmiu CEO Dong Lu said, Lanmiu entity store both experience and brand promotion dual functions, on the one hand to meet the intuitive experience of consumers, on the other hand, can let Lanmiu in different channels to contact more consumers, strengthen the Lanmiu brand in the consumer's influence.

May 2009, Lanmiu in Beijing Xidan June Tai Shopping mall, the physical store opened in May 2010, Lanmiu Beijing North Korea Yue City store opened in October 2010, Lanmiu Qingdao Hisense Plaza store opened.

In the Chinese local brands rarely attentively store decoration and product display, Lan Miufu full of mind. Dong Lu revealed that at present there are few underwear brands in the store placed large-screen TV show underwear show, and very few brands will be very large advertising and underwear display fusion together, when the Lanmiu will these achieve, it can bring to consumers the shopping experience becomes different.

Brand Online marketing activities and advertising and offline physical stores reasonable location can attract consumers to the store, but only the goods, shopping guides and shops themselves can make these people become real buyers. This conversion from "to shop" to consumption is actually one of the most important indicators of the brand, which indicates to a large extent the quality of the shop operation.

and Lanmiu product style matching, its physical store is also a Japanese youth style, at the same time in the display and product recommendations for reference to a lot of internet factors. "For example, product introduction, recommendation, special sales and other information clearly marked on the shelves, to guide customer consumption; the Internet UI, UE concept into the offline, study the consumer's moving line and adjust the structure of the store display at any time to extend the customer's stay in the shop; put the list of customers under the CRM system, Enjoy online promotions, Dong Lu said.

It is reported that because the physical store display space is limited, Lanmiu from the line more than 1000 SKU selected 20% price slightly higher, and more under the line consumer favorite style placed in the physical store sales; In order to enhance the consumer's fitting experience, Lanmiu in a limited space to the fitting room from one to two, while the online "30 days unconditional return" Principle extends below the line.

Assessment mode: Market ranking and Ping effect

Under the brand multi-channel marketing strategy, the Lanmiu entity shop becomes the brand support and the experience an important link. However, Lanmiu vice president Chang told billion power network, although the entity store positioning is to enhance the brand and consumer experience, but the sales performance is still one of the main indicators: "The entity Store KPI assessment has two main: shopping malls with the category of sales rankings and ping effect." ”

Chang revealed that Lanmiu requirements of the counter sales in the mall similar brands ranked in the top three, which not only contributed to the promotion of sales performance, but also let the market to Lanmiu brand more recognition. For the store rent as the main operating costs of the store, Lan Miu requirements of its ping effect (that is, the sales per square meter) reached 7000 Yuan/㎡ month.

Lanmiu CEO Dong Lu said that Lanmiu will be each entity shop as an independent department, analysis of its own contribution to the net profit: "In product design, price, product quality, service, decoration and other value orientation at least to make consumers get the same." Increasing the capacity of a single shop is the key, when the net profit can be maintained at 10%-15%, the real store business risk may be minimized. ”

It is reported that the current Lanmiu line store sales accounted for the total sales of 5%-10%, Beijing, two Lanmiu direct sales counters, the sale of 19 underwear in the shopping malls can stabilize the top three.