Hangzhou women's Amoy brand seven grid test water line under Shanghai opened INXX tide brand collection shop

Recently, Taobao's most famous Hangzhou women's scouring brand, Seven Sigma, opened a tide brand shop named INXX in Shanghai and officially entered the line. According to reports, INXX now has dozens of top buyers in Europe, America, and Japan. The global market selects fashion items, which are imported directly from China to overseas countries in the order season.

Under the bold test of water, Seven Grids is not just opening a simple seven-grid brand experience shop and moving its online products directly to offline, but is a trend-setting designer brand store that specializes in personalities and tidal products. According to Gu Xiaohua, secretary-general of the Hangzhou Textile and Apparel E-Commerce Trade Association, “This is very much in line with Sevenges' own brand quality. Tide brand shop is very popular in foreign countries, but the domestic operation is not yet mature and the market is gradually being formed.”

How far is the distance between the line and the line is, how difficult this route is, and in the near future, Seven Grids will give us an answer.

Online encounter bottleneck exploration entity collection shop

This year's online business is difficult to do. Except for a few big sellers, most online businesses are more difficult to manage online. Gu Xiaohua said that the development of network operators has now entered a bottleneck period. When their sales volume reaches a certain level, they will put pressure on the supply chain. If they do not have their own core design and production processing capabilities, they will certainly restrict the pace of development. The results of the seven grids this year are not particularly good. This is also a consideration factor for them to know how difficult it is for the physical store to open and to go ahead and test the water collection shop.

This attempt by Seven Grids is a new way of thinking and a new model for network operators. When the development of online original brand is limited, it is a good idea to do some offline exploration based on the brand's own characteristics and accumulated resources.

Gu Xiaohua believes that for most online brands, in fact, it is more feasible to experience the shop under the line. Chaochao Collection Store is not a copyable sample. He said that opening an experience shop in O2O mode does not mean that they have offline channels, and dozens or hundreds of physical stores through self-operating or franchising like traditional brands, which is considered to open up the offline market. It is necessary to open up offline channels on a large scale, and one experience shop is enough.

Starting to enter the online shop under the line, in fact, the online business has been done very big, like the annual sales of seven grids a few years ago is on the billion level. Seven grid marketing director, "Qiaoer," said that after a store is bigger, the customer's expectations will also escalate, open the store, the brand's reputation will be greatly improved, and this is not the same as selling on the Internet.

Cost and pricing plagued offline development

In addition to the seven grids, Hangzhou's online brand has not yet opened up offline stores. Is it that Hangzhou's network operators are not strong enough? Gu Xiaohua said that this is not entirely the case. According to the current situation, the offline rent and labor costs are still high. Many traditional brand stores have closed down. This may be the reason why online brands have not dared to take this step.

In 2012, the reporter interviewed several ants and other well-known local online scouring brands. They all expressed their desire to open an experience shop, but in 2013, the online original brand suddenly slowed down the pace of development, and the offline environment became even more intense. Difficulties, this wish was shelved.

In fact, there are deeper reasons for the failure of the network operators. For example, McCaw’s direct sales stores have shrunk from 143 in the peak period to 117, and after the network’s famous bag brand wheat bags spread out across the country, they now openly stated that they will not mention offline business any time soon. According to industry analysts, McCawline’s average cost of products is higher than that of online platforms due to higher offline operating costs. A large number of customers have opted to try clothing styles and sizes in physical stores and then go online. Orders and orders, which seriously reduced the profitability of the physical store, for this franchisee complained.

Lu Zhenwang, an e-commerce expert, said: “If you do not adopt a differentiated business strategy, it will inevitably bring about price conflicts between online and offline products. If unified pricing, the sudden increase in the cost of sales caused by the traditional retail model will inevitably invade. The profits of online brands, if they are differently priced, will obviously stimulate consumers to switch to online purchases, which will cause franchisees to suffer losses."

Therefore, finding the right position is the key to opening a physical store for an online brand. Gu Xiaohua said that the thinking of the network operators to open physical stores should not stop at the line to spread channels to sell goods, but should hold the purpose of opening experience stores, to promote online sales and increase brand awareness.