How Do We Go About The Integration Of Virtual And Real Chess?

For traditional enterprises, the sale of offline stores will occupy a relatively high share in the overall performance. Online sales, as a developing channel, are catching up. But for the online B2C enterprises to survive, the market potential of offline stores is equally attractive.

　　互补模式是趋势

　　“网上商城和实体店将来会磨合出一种互补的经营模式，在将来整合营销会变得越来越重要，网站与实体这两者的界限也会越来越模糊。同时，精简实体店数量，选择在郊区打造精美的体验馆也是一种比较好的选择。”

332 shirt direct sale website Ye Xinhua

332 shirt brand besides its own online shopping mall, there are B2C and C2C shops on Taobao.

I think for 332, online shopping mall is a major development direction in the future, and has greater potential for development.

The reason is that because of these mature trading platforms such as Taobao, each store is only part of the overall structure of its website. In general, it only has a fixed communication mode.

For example, if you want to set up a forum to let customers who buy clothes to publish their dress feelings, purchase experience and so on, it is very difficult to achieve.

All this is more convenient to operate on the brand's own e-commerce website, which can give consumers more diversified and rich information, and better reflect the brand's own characteristics.

The advantage of the mature network platform is that it can have relatively large traffic support at the beginning, and the cost of operation is relatively low, which is very suitable for the brand selection that is in the start-up stage.

I think online shopping mall and physical store will run into a complementary mode of operation in the future. Many brands have set up their own online shopping mall. The brand benefit of the physical store will have a positive impact on the online store, while the online shopping mall's strong advertising effect on the brand also has a promotional role for the entity store.

I think online shopping will develop into the same scale of consumption as shop purchase. In the future, integrated marketing will become more and more important. The boundaries between websites and physical stores will become increasingly blurred, which requires enterprises to plan their overall development and combine them well.

The rental of shops in urban shopping centers has been high and has reached a very unreasonable level. For brand development, such a high rent will have a negative impact on corporate profits.

It is also a good choice to streamline the number of physical stores and create exquisite experience houses in the suburbs.

But what we should pay special attention to here is that the location choice of this kind of experience hall is especially careful. If the place chosen is too remote, there is no stream of people and there is no sense to cover it. If the choice is close to the business district, the cost will be very high and it is not cost-effective.

So the choice of geographical location is very important. The selected location must have the target consumer group of the brand, for example, a very high-end clothing brand like Pierre Cardin. If the experience shop is opened to an industrial area, it must be wrong.

　　三种渠道 三足鼎立

　　“我认为网店、实体店、直销这三条渠道像金三角一样缺一不可，此外，无论是线上还是线下，产品的质量是一定要放在第一位的，也是企业在今后发展过程中永远不能回避的问题。”

- CEO Xu Taofang, the fragrance and radiation protection company.

Nowadays, more and more online stores are opening up physical stores, and more and more clothing brands that have been operating in traditional marketing channels have also noticed the power of the network. They have opened e-commerce platforms, and online shops and physical stores have begun to pform and cross each other.

I think online stores, physical stores, direct sales, these three channels are as indispensable as Golden Triangle, and online sales must be supported by offline. If all products are displayed and sold by virtual space, no entity store can let customers experience it personally. Only when they pay the money to the home can consumers experience the product. Customers will still have some concerns when they choose.

You must rely on two legs to walk, so do businesses.

In addition, online marketing and distribution are two kinds of marketing modes. They also need mutual support.

Because the website is a brand official website, it will be very reassuring for people to buy things. But the publicity of the official website is also limited. Some things also need the network dealer to help you to shout. I think this Golden Triangle is indispensable in a short time.

In addition, e-commerce in the future development process in the fight against counterfeit cards, imitation card strength should also be strengthened.

In Taobao, many people are counterfeiting famous brand names, and adding fragrance to them is also one of the victims.

Some people counterfeit our products in general choice of channels is the network, so the fight against counterfeit on Taobao is also a headache for us.

In my opinion, every website should have the awareness of protecting intellectual property and protect the right brand and protect the healthy development of every industry. This is very important for the development of every manufacturer, every brand and every market.

Finally, I think the most important thing is that the quality of the products must be placed first in line and offline. It is also a problem that enterprises can never evade in the course of future development. Only when repeat customers are constantly spending on you, will enterprises have continuous capital to enter, so that they will have greater vitality and development.

　　同为建设品牌服务

"The role of e-commerce is now no longer just a channel, it is more of a way to build brand."

-- Masa Maso CEO Sun Hong

The role of e-business is no longer just a channel, but also a way to build brand.

Both online and offline are brand building channels. For brand building, these two channels are not contradictory, and there is no difference in price and style between products in the marketing process.

For clothing brand, as long as it is a channel conducive to brand development, brand is the channel to choose.

Therefore, whether it is a shop or a physical store, it can and should be chosen as long as it is suitable for brand development and can be controlled by brand enterprises.

For the future development of the two channels, mutual promotion is a trend.

In the future, Masa Maso will also operate in a variety of channels and ways.

　　记者视线

　　电子商务与传统营销渠道既相互影响又缺一不可，就像是一盘珍珑棋局，每个企业都在努力寻找着最佳的破解之道。

Through interview, we can be sure that the impact of online shopping mall on the physical store is inevitable, but it can not replace the physical store. The integration of the two is inevitable.

If the traditional enterprise does not "touch the net", its own market cake will be separated by the competitors, but the online shop also needs a physical store assistant.

For consumers, both online stores and traditional physical stores are the same service platform.

Whoever can provide a reasonable price and convenient service will take advantage.

For enterprises, only by balancing the "two legs" on line and line can we walk more steadily and in the long run.

The traditional brand names are sold online, and the price of traditional brands is not synchronized with the price of online channels. The traditional brands are lower than the real prices on the Internet, causing customers to complain. The protest of distributors and franchisees makes the traditional brands in a dilemma. Finally, they compromise the pressure of distributors and unify the price, so the website becomes the price list.

In the course of the interview, we can see that some enterprises have come up with a good way to deal with it. The online sale of the shoe line can directly avoid the embarrassment of the entity shop and the online shop competing for the market. It not only lets the consumers get the sense of brand experience, but also can enjoy the low price on the Internet; Masa Maso online sales channel, like the brand franchised stores of traditional clothing enterprises, attaches importance to the whole service link, and goes all out to deal with every detail of ordering, packaging and delivery.

In addition, different channels to distinguish brands are also the strategies adopted by many traditional brand enterprises.

For example, the news bird launched the online direct selling brand BONO, the LOVO brand launched by Luo Lai home textile for online shopping. This practice of creating a new brand, though it started slowly, needs a long time to cultivate, but in the long run, the effect is worth looking forward to.

The Internet is a very effective channel, but it will eventually return to the traditional law.

How to solve the problem of how to integrate the online and offline virtual and real chess? How to move the next game? There is no definite formula. Enterprises should find their own development paths suitable for their own characteristics according to their respective characteristics.

However, no matter what channel mode is chosen, brand will always be the core of competition in the network clothing market. No matter which channel can not relax the quality of products and services, the interests of consumers will always be the only way to solve this problem.