Foshan Creative Industry Park To Create "Zero Rent" Mode

"You are right here to try to scan the two-dimensional code to buy on our official website, and you can reduce it by 40 yuan."

At the creative exhibition center of Foshan Creative Park, the staff of "color not" footwear industry introduced the customers who came forward.

As a traditional brand under the line, the "more than 300 color shops" of the store are well versed in the way of communication with consumers. But for many online brands, the "Foshan Foshan online shopping world" -- the Carnival Carnival of Guangzhou Carnival Shopping Festival is the first time that they have "intimate contact" with the offline consumers.

In the three days from September 19th to 21, more than 60 domestic and local brands of "naughty brand" such as ESA, Mr.ing, SKG, little ice fire, AMII and so on were first gathered at the same time for the first time. Under the test line of water O2O, the consumers in Foshan really saw and touched these brands that they could only see on the electronic platform such as Tmall and Jingdong.

For the "Amoy brand", it is the intention of many brands to participate in the event by participating in the activity to touch the "temperature" below the line and get more practical experience offline.

Many brands do not conceal the strong desire under the impact line. However, the rentals of the physical shops in the city are high and become a big stumbling block for the "Amoy brand".

The "zero rent" mode proposed by Foshan creative industrial park has been recognized by many brands on the same day. Many brands have considered entering the park.

It is reported that the park will take the form of "rent free sharing", and introduce the brand of the top ranking of Tmall and Taobao categories, and set up a physical store in the park, using the characteristics of "rent free", "no logistics", "no flow advertising", "format matching" and "collective marketing", so as to achieve the advantage of offline stores being cheaper than online.

"Amoy brand" is the first choice for the two or three line city of the experience shop.

In the southern accent crowd, Zhang Yang, the director of IITA, is particularly prominent in Beijing accent.

Zhang Yang introduced that IITA is a "brand name brand" specializing in underwear. The company is located in Beijing, and its sales volume has reached 40 million last year.

After receiving the information about the carnival in Foshan, he came from Beijing specially. "Compared to selling products in activities, this activity is more important for us to face directly with consumers."

Because for a "Amoy brand", to shop under the shop in Beijing, the expensive rent is quite difficult to achieve.

"If conditions permit, we will try to do this, but in Beijing, the rent is too expensive, and it is impossible for us to open an experiential shop."

Zhang Yang said it was difficult to find the soil suitable for the brand landing in Beijing.

Unlike IITA, the "Amoy brand" from Fujian is the first step on the line.

From 2013 to 2014, aarenberg had 4 stores in Fujian and 11 franchises nationwide, all of which were "concentrated in two or three line cities".

Yang Youhong, director of marketing, said that the first tier cities are not suitable for opening real stores, but the "Amoy brand" is not strong enough, and the price of the brand can not be improved, so there is no profit margin.

Yang Youhong calculated the accounts to reporters, and set up shop in three line cities, and the goods were equipped with the rent and decoration cost of the shops, which required about 300 thousand yuan.

"In some second tier cities, 300 thousand yuan can also be opened, but in the first tier cities, it is impossible."

Yang Youhong said that a famous online men's shoe brand also launched a physical store in the first tier cities last year, but finally failed.

Creative Park plans to launch "rent free separation" for the Amoy brand to pave the way.

The online "Amoy brand" test case of O2O is not uncommon. In 2012, a famous brand of naughty women invested tens of millions of money in China. At the same time, it experienced shop under the layout of more than 10 first tier cities.

Despite the eventual failure of the loss, it did not destroy the enthusiasm of the "Tao brand". AMII, Lin's wood, SKG and other local e-commerce brands have opened offline experience stores.

However, how to do well the offline experience shop is still a difficult problem for most "Amoy brands".

Rents are really a nuisance for brands born in the first tier cities and trying to locate brands in the first tier cities.

Be relative to

In terms of cost, Foshan has

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In July this year, dream bazaar opened the first O2O life experience shop in Southern China to Dali in Foshan.

In the creative industry park of Foshan, there are also several e-commerce brands offering offline experience shop O2O.

In the business plan of "electricity supplier life experience Pavilion", which is open to the exhibitors at the Carnival Carnival, the park will provide an overall solution for the O2O of the electric business enterprise to test the water based on the low-cost mode such as "zero rent".

It is reported that

The creative industry park will take the form of "rent free sharing", and introduce the brand of the top ranked brands of Tmall and Taobao in the park to set up a physical store, and make use of the characteristics of "rent free", "no logistics", "no flow advertising", "format matching" and "collective marketing", so as to achieve the advantage of offline stores being cheaper than online.

The move has attracted a lot of Amoy brands. The brand leader from Guangzhou said that the brand can reduce the cost of rental costs and enjoy the benefits of Amoy brands. The practice of the park has great attraction for Amoy brands.