[Analysis] The Electricity Supplier Plays The Entity Shop To Catch The "Landing" Trend?

More and more electricity providers are developing their businesses to the next line. This is not only the practice of domestic enterprises, but also abroad. Mcglaughlin, rip and so on. clothing The brand opened in Beijing, and jumei.com settled in the front door. Jingdong and Taobao made great efforts to channel down and layout the rural market. A few days ago, eBay joined the group buying website Groupon to set up a physical store in Sydney. As a form of online enterprises implementing O2O, it is becoming more and more common to set up offline stores. Beijing City Commerce Commission recently proposed that the O2O special support fund will be planned, showing support for online and offline enterprises to explore O2O mode. This will also trigger a wave of Beijing Telecom's landing.

Shopkeeper trend

A few days ago, foreign media reported that EBay And group buying website Groupon set up a store in Sydney. Previously, Amazon's plans to open a physical store in Manhattan have also attracted the attention of the industry. In China, the opening of businesses under the electricity supplier line is also common.

Last September, jumei.com's first entity store opened in front door, which is only the first step in jumei.com's O2O strategy. It is reported that jumei.com's first shopping center entity store will also visit Wangfujing Xintian, which is expected to open at the end of this year. Jumei.com said that the store will take a new business model, the goal of the experience of the collection shop. In May, Shun Feng's first store, "Hey guest," appeared in the market. Only half a year later, there were nearly 3000 stores in China. In November this year, a pair of happy couples in online B2C, Alibaba and Jingdong opened online stores. Alibaba "Taobao member VIP Experience Hall" opened in Guangzhou South Railway Station, and the Jingdong entity store "Jingdong service shop" landed in Zhaoxian County, Hebei, and the two giants were realizing the channel sink.

The government's support will play an important role in the implementation of O2O for e-commerce enterprises. In the event of "click consumption 2014" sponsored by the Beijing Municipal Commission of Commerce, the Municipal Commercial Commission responsible person proposed to consider setting up a O2O special fund in Beijing to support business enterprises to cooperate with traditional enterprises in exploring new mode of O2O, including financial support, setting up network brand experience shop area and establishing O2O public platform.

Different purpose

Many electric business enterprises have chosen to open shop under the line, but the aims are different. For online apparel retailers, the role of a physical store is image presentation and user experience. Take the women's clothing brand Mcglaughlin and cracking up in the early days in Beijing as an example. By setting up offline stores, they can attract people who do not buy online to understand the brand. On the one hand, they can make online customers try to wear the "fitting rooms" under the line. Van guest said that although the company has no plans to open shop under the line, but before the cooperation with Gan Jia Kou building line experience, think this is a good way. All customers said that in the future, the company would launch more landing cooperation in this area and extend it to the whole country.

Jumei.com said that in the user experience, new stores will increase the depth of experience, and a more rapid O2O experience, to meet a variety of customer needs. Customers can do skin analysis and consultation, cleaning and skin care, makeup modeling, manicure, body SPA and other special services in shops. Li Ye of Orville strategy and operations consulting division said that the essence of the business is to enhance user satisfaction, whether online or offline. The establishment of a physical store can not only provide consumers with a platform for testing the makeup on the spot, but also increase consumer confidence.

For Alibaba and Jingdong mall, which are the same online B2C retail platform, there are different emphases in setting up offline stores. Alibaba's "Taobao membership VIP Experience Hall" is mainly through the offline experience hall approach and users close contact, will be a lot of innovative business and products displayed in the experience hall. Jingdong Jingdong's "Jingdong help service store" is to promote the "last mile" of rural electricity providers, and provide brand promotion through providing one-stop service to consumers such as distribution, installation and maintenance.

Gameplay geometry

Although there are many cases of online businesses opened by electric business enterprises, the physical status of the appliance stores is different. It is understood that the early implementation of the O2O line shop under the women's clothing brand Mcglaughlin, the number of outlets has been reduced from 117 in 2011 to 55; once in the world trade grade shop men's brand Masa Marceau not long after the closure.

But electric business entities are not showing the situation of poor management. Before the frying jumei.com's front store, although the store rent is expensive but gains word of mouth, jumei.com continues to launch the physical store to Wangfujing.

The electric business enterprise set up the entity store, at present more is still playing the concept, pushing the brand, in order to achieve sales profit for the very few. Ryan, a specially invited researcher of the North Business Research Institute, said that the electricity supplier developed rapidly with the advantage of channel. But after a certain stage, it will turn to the development docking platform to deepen consumer's recognition of the company's brand. According to Lai Yang, there will be more and more online businesses of e-commerce enterprises. These stores are not for sale purposes, but also for displaying product characteristics.