The electric dealer of chain brand reverse attack

Chain brands want to be in the electric business for their own broken innings, only to spend money to build platforms, open shop or on the Internet low-priced dumping of goods are only means, and characteristics, promotion and differentiation of the three major problems if not resolved, will only degenerate into a form.

Jiangnan style of riding dance just to calm, Hangzhou but suddenly blew up another "Jiangnan style" whirlwind, located in Hangzhou Hang Bei New business district, the center of the Jiangnan era commercial real estate in the emergence of the brand to provide a new possibility. Its "a shop four shop" new model that brand merchants into one shop at the same time to enjoy the entity experience Shop, 3D scene shop, Cat flagship store, mobile phone power store, play the line, to join, brand promotion to provide more channels.

The new whirlwind of style will be like Uncle Bird's riding dance and hurried to also hurried? Or will it let the chain brand that has been in deep trouble ride the horse to dance a more beautiful business storm?

internal and external difficulties of chain brands

All the origin of the chain of stores because of the real store deep predicament.

2000 is the peak of franchise development of chain brand, such as the Pacific department stores, the rise of Oriental shopping malls, some of the domestic traditional brands to withdraw from the mall, foreign brands began to be stationed, and greatly favored by consumers. The following decade, a large and small chain of brands debut, such as Suning, Gome, such as chain stores, creating a rich myth, or even the richest man in the country, such as the catering, clothing chain brand, all over the city streets.

But not a short-lived. In the chain of brand management confusion and profits diluted situation, on the one hand, a large number of "cheap" chain brands to disrupt the market, a variety of "foreign name" of domestic chain brands with Low-cost and Low-quality market, to the original in the minds of consumers in the image of the chain brand is a thick shadow, the so-called apparel industry "' Dan ' everywhere, ' Fox ' walk all over the street, ' master ' was stolen car, ' crocodile ' national tour ' jingle, it is the true portrayal of this chaos. On the other hand, a large number of "high price" costs to the chain brand overwhelmed, a variety of rental and brand membership fees increased year by year, brand dealers in the price management of the channel is too strict lead to profit micro-bo, high-end shopping malls on the chain brand of high buckle point and for the price war and widespread promotional activities, all let chain brand overwhelmed.

In the outside, E-commerce big line, directly from the chain of brand entities cut a huge market share cake. 2012-year Double 11 electric business war, only Taobao a total of 19.1 billion yuan, such a record, so that all the entity chain brands are eclipsed, especially noteworthy is that the 2011 Taobao Double 11 War, 109 Amoy Brand (Taobao Mall and consumers jointly recommended the network original brand) in the day turnover of 335.6 million, accounted for the entire Taobao mall 10%, and in the 2012 war, Taobao statistics, in the day of the Cat single shop sales ranked Top ten, Jack Jones, camels, Raleigh and other traditional brands occupy nine seats. And in the subdivision of various types of TOP10, only 13 cats original brand shortlisted. This change shows that the traditional chain brand is gradually to the direction of E-commerce development.

This is no doubt to the winter in the various chain brands to add insult. The chain brand strategy defeat of the whole poly Germany can be seen as a concrete embodiment of the crisis aggravating, except Beijing, Shanghai, Xinjiang, other subsidiaries, such as Chongqing, Qingdao, Harbin, Zhengzhou, all present the loss status, the annual loss amount from hundreds of thousands of yuan to millions of yuan. Especially in Chongqing, the sustained loss has been 5 years, the total loss reached 9.575 million yuan, approaching tens of thousands of yuan mark.

and large stores are not spared. 2011, the Pacific department store withdrew from Beijing, 2012 once brilliant Shanghai first department store Huai Hai Sea Shop also sadly closed the shop.

The Great Leap forward of chain brand electric business

The chain brand Electronic business has become a kind of trend.

Chain brand stores Suning, Gome recently repeatedly shot to "go to electrical" began its chain of transformation of the brand changes. Last December 27 is the 22 anniversary of the establishment of Suning, Jindong to Suning employees issued an open letter, in the letter, in addition to the first group of 180,000 employees salute, said "after a year of collision and groping", Jindong also made clear that Su Ning has identified a "new business model." will focus on online on the next two open platforms, the realization of "super electrical" operation and open supply chain logistics. He said that Su Ning's ultimate goal is to "become China's ' Wal-Mart Amazon '." The next day, the Tianjin media, said, located in Fu'an Street and Yip Street intersection of Suning Store has "electrical appliances" two words removed. And in the United States recently held a conference, Gome logo also only two words "gome." Gome related officials said that the future stores will continue to enrich the commodity category, a comprehensive upgrade of the shopping experience performance.

Online transformation at the same time, Gome, Suning's electronic commercialization route is also in the focus of the outbreak, the entire 2012, Suning easy to buy and continuously accelerate the rich line of wine, mother and child, sports and other products, the goal is to dump the appliance this hat, to the integrated categories of E-commerce platform. Gome on the one hand will "Bowser network" and "Gome Mall" resources into a new gome online, the future will focus on promoting maternal and infant industry, culture and arts, health industry, and in the "group purchase" and other fields.

Large chain brand stores in this way, the industry's well-known chain brands are also making their own electronic business, and go farther. The Chinese sports brand "one elder brother" Li Ning Company starts from last September, namely full use its offline channel to promote the online mall. Corresponding to this, the first half of last year, Li Ning closed offline entity stores more than 1200, most of them are distributors of franchise stores.

Chain brands are playing the Abacus, once the electronic business can be realized, the use of the existing brand appeal, to break the geographical limitations, to achieve sweep, the national chain. Not only can make up for the physical store on the two or three-line city coverage is insufficient, but also to meet more consumers "long tail" demand.

Jiangnan era of "a shop four shop" turned out, precisely with four in one way, the other chain brand is taking the road to the electric business to the extreme. The real estate electric business model in Jiangnan era is not considered to be very detailed, in accordance with the Jiangnan times plan, it will be unified for the base of the company to provide electric business platform Cat flagship store, and set up a chain to join the portal, at the same time on the basis of the existing mature electric platform, but also follow Suning, Gome, the establishment of its own brand 3D scene shop, Let brand more product information, three-dimensional display in front of customers. And under the line of the Jiangnan times entity shop, it can continue the traditional chain brand store characteristics, but also as an online mall entity experience Shop, providing consumers more choices.

Innovative business models that are not innovative

But, seemingly fused with the emerging e-commerce and traditional brand characteristics of the Jiangnan era, its innovative business model may only become a investment stunt.

"Physical shop Taobao shop such a business model, in fact, is not new." "Long Bo Micro-Network Technology Co., Ltd. General manager Yang Ziwen told the author:" Nowadays in many cities in the shopping malls, there are similar patterns appear, in the technical and not any difficulty, can even say, Jiangnan era ' a shop four shop ' without any technical content. ”

The author noted that the Jiangnan era of investment promotion mentioned "Consumers simply click on the 3D Mall can jump directly to the Jiangnan era in the days of the cat on the flagship store to order to facilitate consumer shopping." "This exposes the Jiangnan ERA in the electric business of an important weakness, that is, the so-called most High-tech 3D mall, just a jump platform, the final solution of the electric quotient or Taobao, if only" help "settled in Taobao open shop, its innovative value and how much?

Even if it is like Su Ning, gome in that way, on the basis of the physical shop, but also built with a comprehensive E-commerce platform, and Taobao Mall, Dangdang and other in-depth operational cooperation, may not be enough to open the chain of E-commerce door brand, after all, E-commerce is only a platform, and ultimately determine the consumer with the mouse and wallet vote key, Also depends on the product quality and service differentiation.

Chain brands want to be in the electric business for their own broken innings, just spend money to build a platform, open shop or on the Internet low-priced dumping goods are only means, and the three major problems if not resolved, will only degenerate into a form.

One is the characteristic of the electric business platform. At present, the chain brand of E-commerce Road has its own choice of direction. Large-scale integrated stores due to a wide range of products, it is advisable to build the electric business platform; a single category of chain brands such as apparel, shoes and hats, and so on, can rely on the existing electric business platform to establish shop to reduce operating costs; Life service chain brands such as catering, entertainment, you can rely on group buying online sales, entity experience; and more crucially, No matter what form of realization, the traditional chain brand of the electric business road, must find their own characteristics, especially since the establishment of the electric business platform, but also have "no other people, they have, others have, their own excellent" feature of the call, otherwise this road is difficult to do.

The second is the promotion of chain brand. To Deus from tens of thousands of electronic business platforms and online stores, the traditional chain brand's biggest advantage lies in the early days at the same time entity sales established the brand appeal, this is simply not equipped with electricity, such as Su Ning's in Jingdong, Li Ning in every guest, its brand effect is to enter the field of electric power is the most worthy of relying on the magic weapon , Li Ning is far beyond the electricity quotient to match with Jingdong, every guest these junior, its key lies in does not understand the electronic commerce characteristic, is not good at on the network platform to carry on the network marketing promotion competition, especially does not realize the transformation from the traditional advertisement to the network Word-of-mouth marketing, this is the chain brand now urgently needs to mend "The Broken Chain".

The third is the difference of line. From the Jiangnan era of "a shop four shop" model can be seen in the traditional chain brand in the process of a major thinking misunderstanding, the electronic business platform as a physical store network version. But the traditional chain brand for many years in the practice of electronic business, this model will lead to its own line under the online shop competition. Price confusion and other issues, and even the shop to dry out the original sales share and performance, accelerating the entity shop rout. And nowadays more chain brands to the diversity of the call, for the online consumer groups younger, fashionable characteristics, the introduction of online proprietary goods to the network under the different sales, thus opening up the new battlefield on the Internet.

Chain brand of "Jiangnan style" how to jump? Is it a formality or a horse whip? Just rely on the gimmick of the slogan is useless, but also really valuable model innovation and down-to-earth electric business practice.