Why does the big park Zhiquan shop? Playing scale games again?

Pick the August 8 news, home Textiles Electric Business Network (www.dapu.com) founder Zhiquan yesterday revealed that in April this year to complete the Ding Hui venture capital of tens of millions of yuan financing, recently launched a B-round financing plan, to complete at least 50 million yuan before the end of the financing, The funds will be used for the latest O2O strategy of the park, which is expected to be completed by the end of next year with 100 offline stores.

Why do you open a shop? Playing scale games again?

In the first half of this year, the park won a tens of millions of-level investment in Ding FAI, and yesterday Zhiquan revealed that the park is already preparing for a second round of financing, is expected to be not less than 50 million yuan, the new money will be mainly used for the implementation of the offline shop plan.

Online only a year to enter the line, while also put Hao Yan 1 years to lay 100 shops. Insiders faint feeling, the park team (part of the original Bowser founding team) seems to have played a scale game.

However, Zhiquan to the offline strategy to make a clear statement: "All movements around the brand to start." After 0 to 2 billion of the process, the park team has not been much interested in scale, but actually want to do a small and beautiful good brand. ”

The raw materials, dyes, processing procedures and even the workers used in the upstream plant of the Great Park use high standards to introduce advanced overseas systems. However, such high standards in the user's perspective, only through the Internet can not get direct perception.

Zhiquan said that there are two reasons for the line: first, to make up for the lack of access to simple internet channels. Even if the good design, technology and materials, in the online does not make the effect, or need to touch and experience the user personally; Brands often need to have a large number of stores, rather than focus on the big stores, and for the park's products, only in the Internet channels to sell, differentiation advantage is not enough to highlight.

"We do not open up to buy a hand to expand the category, it is certain to slow expansion, do small and beautiful, Big Park does not do household name home textile brand." "Zhiquan stressed that" the basic standard of expansion category is to control the supply chain, uncontrollable, and resolutely do not do. According to the disclosure, the park's target of 200.03 billion this year, next year's target of close to 100 million, will not have too much demand on the scale.

Open Shop rhythm: 10 next year 100 home

The park network now has a number of offline counters in the sale of its products, but the new plan of the offline shop will probably start from east China.

Zhiquan revealed that the park opened a physical store of the single shop area planned between 80-100 square meters, such a large entity shop in East China's monthly rent of about 340,000. According to the survey, when its physical store monthly sales reached 150,000, which means that the store to achieve a micro-surplus.

"Every shop that the park opens must be profitable," Zhiquan. According to its introduction, the park will be the entity shop to use the two forms of self and join.

It is understood that in order to let the line on the next two business smoothly linkage, in the promotion process, will be very clear to tell customers the location of the store. The data from the park found that a large number of users are now willing to pay for the park, which is generally more sensitive to safety issues.