How To Survive In The Online Clothing Brand Line?

Martha Marceau closed the line shop first "landing" network brand aborted

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Last May, when Masa Marceau's first real store was officially unveiled, it became the first online fashion brand in the country to enter the tradition.

Even if there is a free door-to-door product experience,

The establishment of a physical store not only meets the needs of some consumers for sensory perception of products, but also conveys their own brand ideas and product quality to consumers in a more direct way, so as to truly achieve the ideal shopping mode of offline e-commerce, online shopping or direct online shopping.

As the first online clothing brand to dare to move from line to reality, Sun Hong, general manager of masa Marceau, believes that such a decision is because the development of enterprises needs the support of physical stores, and Masa Marceau is ready for this.

"The purpose of opening a physical store is to make up for the lack of online experience and enhance the rate of repeat purchase."

Sun Hong said.

Although we have made adequate preparations, it is the first time that the online clothing brand has opened a physical store in China. The road of cross-border operation of Marceau has not been plain sailing.

Fate did not favor this brave step out of the first step of the electric business enterprise, Masa Marceau in Beijing world trade scale entity shop has been closed in 2012 after the Spring Festival.

Sun Hong said that the establishment of the entity store was endowed with the function of consumption experience, but after two years of operation, it has been very difficult to do this function, and its operation is no longer compatible with the strategic direction of the enterprise itself, so it is closed.

Marceau, vice president of masa Meishan, said that the reason why Massa Marceau closed the experience shop is to focus on the development of online business.

In the past, the role of offline experiential shop is to match online sales and provide more humanized services for consumers.

She also revealed the possibility of switching to the experience store. She said that Marceau would not rule out another experience store, and would choose those businesses that match the brand positioning and target consumers.

Internet brands try to "offline"

The road is rough and the future is bright.

The research center of the billion power research shows that the distribution of e-commerce brand entity stores shows that some of the well-known e-commerce brands still have about half of the electricity supplier brands do not lay down shop, some of which even cut down the physical stores under the line.

Among the 10 e-commerce brands surveyed, dream bazaar, Masa Marceau, Mcglaughlin, LAN mu, diamond bird and Kelan diamonds have physical stores. Because of the larger traditional channels, Mcglaughlin has a smaller number of other brands.

The dream bazaar has 19 entity shops, the Kelan diamond has 23 entity shops, the diamond bird 11, Lanmu and Masa Marceau are few, 3 and 1 respectively.

In the statistical entity store, basically covered the brand's own store and franchisee, some large scale entity counters are also included.

In the geographical distribution of the entity store, enterprises basically spread around a certain area from the point to the surface, or mainly lay the domestic first and second tier cities.

(statistics above) as of February 2012, the statistical enterprises are mainly brand independent B2C, and many "Taobao brand" grown up by the brand is not included.

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Whether the online clothing brand should be opened or not, the debate started in the market. It is widely known that the clothing B2C company, fan Ke Cheng, wants to set up a line shop. After Mcglaughlin announced that the whole channel coverage strategy opened 400 physical stores, plus Masa Marceau opened the experience shop on the world trade scale. In a comprehensive way, the industry began to issue the voice of "online brands competing to open offline stores, and counterattack invading the traditional brand territory".

As Taobao's domestic leisure style men's clothing brand J Bo Te C in March 26, 2011 officially won the Lenovo A round investment.

In this way, the brand expansion strategy of "the development of entity chain from online to offline" has been put forward by soberdca. The brand name "Shanghai impression Chinese style" Qipao Tang style Chinese women's wear shop has also been planned for landing in Shanghai business circle in the second half of 2011. In 2010, Mai Bao set up its first display shop in Zhejiang base, according to Fang Tianyu, deputy general manager of wheat bag. In the future, the exhibition shop will be established in all places in the future.

The brand influence and brand image of these network clothing brands are formed in the network. They are developing fast and can not be achieved by any traditional clothing enterprise. Most of the offline shops are also for online sales, such as solving the lack of online sales experience, producing interactive marketing, maintaining brand image, and so on. None of them is to compete with traditional enterprises or expand traditional channels and make money.