Poly-Mei Excellent products to open a physical store

Absrtact: While traditional retailing embraces the Internet, the offline layout of large electric business enterprises is also starting to accelerate. Following the Beijing-East cooperation mode in Singapore under the line, the United States makeup Electric quotient of the first entity of the goods store also settled in the front door on December 23, 2013, after understanding, poly

In the traditional retail embrace of the Internet at the same time, large electric business enterprise's offline layout also began to speed up. Following the Beijing-East cooperation mode in Singapore under the deep line, the United States makeup Electric dealers in the first entity shop on December 23, 2013 settled in the front door, after the understanding, poly-quality entities store business hours from 9:30 to 22:00 at the beginning of the opening of the staff are basically male, Product prices and activities and frequent price adjustment of the online product prices, there is a certain gap, but the real store most products prices are lower than the market counter price. With the upgrading of consumption patterns, the development of O2O model has become almost the only way to the vertical electric quotient, the following author will give you to share under the United States excellent products opened entity shop original ideas and controversies and the pros and cons of the.

Poly-Mei Excellent product CEO Chen Au

The idea and controversy of setting up a physical store in poly-Mei

Poly-Mei Excellent products open entity store ideas and disputes have a long-standing, "in an online retail annual meeting, Chen Au has revealed that the United States will open the best products under the shop intention." Because the threshold of e-commerce is too low, consumers have a natural distrust of online cosmetics. "For the idea of the shop under the Chen Au," said the CEO of Poly Mei Excellent products. In addition, Chen Au also said that for cosmetics anti-counterfeiting verification, the best way in the future is the State administration to set standards to standardize cosmetics market.

Chen Au always wanted to open the idea of a physical store the author thinks that a cosmetic electric dealer's threshold is low, consumers will certainly be on the line of the United States and the credibility of the electrical quotient of a certain suspicion, and cosmetics is an extreme need for user experience products, so must open the entity shop; In the center of the city to start their own offline shop can expand the user community, played a great publicity and promote the role of the brand, especially in the current O2O mode, the beginning of the real store has become inevitable development, so in December last year, Poly-Mei Excellent goods store opened the first entity.

But together with the United States and the quality of the product line under the establishment of the real shop, the controversy is also heard. In terms of price, how to set the price below the line will not conflict with the line, the opening of substantial operating costs of the real store for the newly profitable poly-American products will not be a heavy burden. In the face of questioning voice, Chen Au to everyone announced that Poly-Mei line shop is not for the purpose of profit, more role is publicity and promotion, price and line on the flat or slightly below the line, Poly-Mei will be in the O2O on the road firmly to do.

Poly-Mei Excellent products to open the advantages of physical stores: enhance the brand image, enhance user experience

The first entity shop in the front door of Poly Mei Excellent products

One of the advantages of the real store: better enhance the user experience

One of the benefits of setting up a physical store is to enhance the user experience, because the core of O2O mode is the offline experience, online trading, especially in the beauty industry, the user experience is even more important. Poly-Mei Excellent products to open the entity store is to allow consumers to go to the physical store to try products, and products close to the contact with the sales staff face-to-face communication after the online purchase, this is the beginning of the real store of the United States and the purpose.

Poly US Excellent products to open the advantages of the entity store two: enhance the brand image, add consumer confidence in shopping

The advantage of setting up a physical store is to enhance the brand image, add consumer confidence in shopping, because cosmetics products are mixed, true and false, there are parallel imports, imitation goods, poly-Mei excellent product line open shop The advantage is that you can carry out authentic brand publicity, contact the consumer after the line to enhance consumer confidence in shopping, Further to the online guidance, once such consumers to Poly-Mei excellent brand Trust, will not be transferred to his home.

Poly-Mei Excellent products to open the benefits of the entity shop three: Expand the sales channels of its products, broaden the scope of consumer products

Poly Beauty Products Set up the advantages of the entity store three is to expand its product sales channels, gathers the United States to open the offline entity shop then may expand the product the sale channel, May put the 35-50 year old consumer crowd income under under, to the platform more lasting development and the IPO marketing strategy formulation has the greater benefit.

The disadvantage of setting up the physical store: The cost is not controllable, the operation risk is big

Poly Beauty products inside the store

"The most important challenge from online to offline is operating costs, including rent and labor costs," he said. Although the line below the product channel is the same, but the overall operation of the store is separated from the line, independent of each other. ”

In terms of cost, poly-Mei excellent products in the promotion of the brand to invest a huge amount of money, from the subway to the bus station to new media, Poly-Mei Excellent products ads everywhere, it is said that in 2012 its single in Hunan TV advertising costs to reach millions of yuan.

This and the electricity business light cost of the original intention itself is a departure, will be a shop under the cost of the store to promote the cost is not prominent, but the future if the line shop expansion as a development strategy, the cost of the problem will gradually emerge.

"Offline physical store of the circulation cost is really high, and easy to produce price conflicts with the line, so can not assume the entity sales function, only as a experience shop use." In the cost, it can be regarded as a part of the advertising costs, so a large number of costs does not matter. "The Electronic Business Observer Ruzenwang thinks, gathers the United States to start the physical shop operation risk is big, the cost is not controllable will cause its future development to hinder."