Feng Haotian: Line Heavy Experience Heavy Line Difference

< p > "after many foreign brands have been acquired, the company will make corresponding changes to the brand positioning according to the market demand, while Lun Lun Shi always adheres to the high-end line, and has been in the domestic market for more than 20 years."

Feng Haotian, general manager of Chongqing Lun Lun Shi Clothing Co., Ltd., introduced to reporters.

"Women over the age of 35 have higher purchasing power than other age groups, and more occasions are required to wear high-grade clothes. Therefore, the style of the dress is also more beautiful and mature. In dress design, she makes special modifications for the parts of the waist, abdomen and other places where the body is prone to gain weight, disguise the lack of body shape, and brings more youthful flavor to women at this age."

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< p > < strong > below: create experience hall < /strong > /p >

In order to meet the needs of high-end consumers and improve customers' < a href= > http://www.91se91.com/business/ > experience < /a >, P has developed a new terminal mode, namely life experience Museum, which currently has about 30 experience museums in Guangzhou, Chongqing and other cities.

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< p > the so-called life experience museum is a physical store that combines entertainment, tea drinking, making friends and other leisure activities with clothing sales, and it pays more attention to the development of "club economy".

In addition, the life experience Museum has integrated more categories of products, including tea sets, skin care products, tableware, furniture and so on.

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< p > customers can place the meeting place in the experience hall, talk about affairs, not only can taste the red wine and tea in the shop, but also appreciate the tableware, furniture and other works of art from different countries. Customers can also regard the experience hall as a mere entertainment place, playing the guzheng, writing calligraphy and so on.

The experience hall regularly invites professionals in music, calligraphy and other fields to come to the museum to perform talent shows and give technical guidance to customers.

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< p > < strong > line: pay attention to differentiation < /strong > /p >

Like P, many brands joined the electricity supplier. Two years ago, Lun Lun Shi also launched an e-commerce business.

However, unlike those who lose money to do business, the sales volume of Lun Lun's poem reached 100 million yuan a year last year.

"Lun Lun poetry has hundreds of physical stores, and only some 20% of the stores are directly owned. If the sale of online and offline sales is serious, and online prices are always below the line, it will inevitably cause dissatisfaction among many dealers.

In order to solve this contradiction, she is committed to the development of differentiation on line and offline, and uses the < a href= "http://www.91se91.com/business/" > O2O mode < /a > to narrow the distance between online and offline.

Feng Haotian said.

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< p > "at present, there are more than 100 electric business teams, including an independent design team."

Feng Haotian said, "first of all, the design team developed the online customization according to the online market demand. Therefore, many consumers who are accustomed to trying on line and online shopping will find that many styles can not be found online.

In this way, we can avoid online rush tickets due to the same style of products.

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< p > "secondly, the poetry of Lun Lun will work hard on the diversification of fabrics, and some online products use totally different fabrics from offline products."

Because the Lun Lun Shi clothing company is also a garment production enterprise, "using totally different fabrics from offline products can not only develop a new series and edition, but also help enterprises digest the procurement of < a href=" http: //www.91se91.com/business/ > inventory < /a > due to the earlier prediction bias.

Feng Haotian said.

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< p > < strong > O2O: to solve the "uncertainty" factor < /strong > /p >

< p > the difference between online and offline products can certainly alleviate some of the business conflicts between the electricity supplier and the distributor. However, "differentiation" is limited. How can we really ensure the interests of dealers? "After continuous attempts and exploration, the company developed its own O2O marketing mode."

Feng Haotian told reporters, "customers can experience online and pay online."

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< p > customers see a piece of clothing, then pay for it.

In this seemingly simple process, there are many uncertainties.

What if there is no color suitable for customers? What if there is no suitable size? If the customer is still unable to make up his mind after trying on it, what should he do? < /p >

< p > bun Lun poetry store each clothing has a unique two-dimensional code. If there is a similar situation, the customer takes out the mobile phone to scan the two-dimensional code, and the mobile phone program automatically jumps into the detailed introduction page of the clothing style. After selecting the color and size, click the order button, enter the payment page, and pay through the online banking or the third party payment platform.

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< p > "this mode of shopping especially avoids the loss of customers who are" hesitant ".

Feng Haotian said, "in the past, customers could not make up their minds about a piece of clothing. After they got out of the shop, they could not sell the product for two times, and few customers would go back to the shop to buy it again.

Now, as long as customers input the code issued by the guide via SMS, they can buy it after thinking and comparison, and there is no time a href= "http://www.91se91.com/business/" > limit < /a >.

If a customer wants to purchase by scanning the two-dimensional code, he must enter a 5 digit numeric code.

This code contains a lot of information, including the location of the physical store and the information of the shopping guide who is responsible for providing customers with services.

Sales performance will be given to the corresponding storefront and shopping guide, and the shop will no longer have to worry about being a free "fitting room".

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< p > strong > online and offline: resultant drainage < /strong > < /p >

Below P online part of the book, Lun Lun poetry and Construction Bank, industrial and Commercial Bank of China and other banking shopping platforms, as well as various airlines shopping platform work together to attract more high-end consumers.

"The reason why we cooperate with them is that our consumer groups have a common intersection.

Banks and airlines will maintain their relationship with VIP customers by integrating gifts or gift coupons, and the company is targeting VIP's high-end a href= "http://www.91se91.com/business/" > customer group < /a >. It is a good marketing method to drain these customer groups to Lun Lun Shi through mutual cooperation.

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On the online part of P, Lun Lun Shi will not directly participate in the promotional activities of the e-commerce platform, nor will it encourage the distributors to participate vigorously.

Feng Haotian said, "as far as I know, sometimes the cost of these platforms is up to 30% of sales, which is even higher than that of offline stores.

We hope that through a more rational way of brand promotion, the company is very optimistic about the mobile terminal market. Next, the company will also consider developing its own mobile APP application software.

In addition, the company is considering developing new high-end products with some foreign companies, and constantly enriching product categories, including underwear, clothing, furniture and electrical appliances.

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