"Online Shopping Experience" Model Or Shoe Enterprises Electricity Supplier Public Relations Show

Global e-commerce is expected in 2011. market The total scale will reach US $680 billion, and this figure will reach US $963 billion by 2013. China Electronic Commerce According to the monitoring data of the research center, the number of Internet users and the number of online shopping users in China have exceeded 450 million and 158 million respectively in 2010. The scale of online retail market spanactions has reached 513 billion 100 million yuan, nearly double that of 2009. Learned from a well-known investment organization, the number of online shopping users in 2010 exceeded 80 million, and the output value of footwear e-commerce exceeded 20 billion yuan. AI consulting expects that the retail sales of Chinese footwear enterprises will reach 160 billion yuan in 2015.

In the face of such enticing data, many footwear manufacturers have come to electronic commerce. Trend Some people in the industry can not help but wonder whether e-commerce will become another homogenization of the footwear industry. Theory is always behind practice. While experts in the industry are worried about homogenization, viral advertising, micro-blog promotion and group buying boom have repeatedly raised the tide of e-commerce. Recently, it has been heard that Hangzhou, Wenzhou and other places have experienced the online shopping experience hall opened by shoe companies. Consumers try shoes on in the experience hall, and then deal in online shops, and experience the museum as a trading platform. Is this going to be the next craze for e-commerce?

In fact, the domestic online shopping experience hall appeared very long ago. When e-commerce began to rise in the past few years, some online store operators have tried this aspect, but there has been no "fire". The advantage of online shopping experience hall is that it can provide trial service to consumers, dispel consumers' shopping misgivings, improve the reputation of online stores and the rate of customers' return, and cultivate a more loyal two consumer group. At the same time, it also helps to promote the promotion of online stores and brands. In terms of logistics and distribution, orders are sold directly from the shoe factory. The experience store only stores shoes for the season, and there is no inventory pressure. But as a physical store, the experience hall can not avoid the rent, shop management and personnel management problems in the entity store operation. Moreover, as an online shopping experiential Museum, if consumers are trying to provide trial service to the whole country, no doubt they will build a sales channel across the country, and the cost will be great.

The shoe market online shopping experience hall provides consumers with online shopping experience and shoes as the main business. Now that the terminal stores have been opened, why do we only lock in a very narrow consumer group of online shopping, while ignoring the larger non online shopping consumers? Consumers are afraid to spend a lot of money explaining their customers to buy shoes. Unfortunately, after the explanation of service staff, most consumers will only remember that it is a shoe shop that doesn't sell shoes, and is not aware of what you call "Internet experience stores". Not realizing sales, but also offending consumers, may also have damaged the brand's good reputation in the eyes of consumers.

It is these fatal inferiority that causes the online shopping experience hall to always be in the trial stage, and lacks a more complete profit model, which is difficult to carry out in a wide range of industries. Personally, in view of the current development situation, the online shopping experience hall is still difficult to promote in the whole country, but it basically has the conditions to promote in the second tier, medium and large cities.

On the one hand, the domestic second tier cities have already formed many influential regional commercial centers, such as the famous Beijing Wangfujing, Shanghai Huaihailu Road, Chengdu Chunxi Road, etc. on the other hand, online shopping consumers are mostly urban residents. As e-commerce is inseparable from the platform of the Internet, with the popularization of network knowledge and the promotion of infrastructure construction, there are few consumers in the countryside. Moreover, the current online shopping logistics distribution system is also difficult to penetrate into the more remote rural hinterland. Even if there is, it is difficult to ensure customer experience. In the core business circle of a second tier core city, the establishment of online shopping experience shop or experiential hall for shoe enterprises can effectively achieve the purpose of customer service and maximize the visibility of the brand. In addition, opening experience hall in the core business circle is also a better differentiated competition means. When competitors are frowning on sales and profit margins, this exploration is undoubtedly a high aspiration, which is conducive to highlighting the leading position of the brand in the industry. {page_break}

AOKANG, the famous brand of men's shoes in Wenzhou, has 12 stores in the core shopping area of Ma Ma Street, including flagship stores, single brands such as Kanglong stores, red bird shops, and integrated stores and discount stores. AOKANG group can choose one out of 12 stores as a special online shopping experience shop or Experience Hall, and form an online and offline interaction with AOKANG's official AOKANG mall. The experience hall can form a larger division with other franchised stores around the world, such as image, product style, display and service personnel's dressing. For example, Due to the large number of franchised stores, the impact of e-commerce on its offline sales is relatively small, which is expected to achieve double harvest on line.

To ensure the successful operation of the online shopping experience Museum, enterprises must have strong design and research capabilities to ensure that every season there are enough shoes to support them. Although some stores or street shops have been spanformed into experience museums, although the total number of stores has not changed, it is necessary to increase the number of shoes in order to avoid conflicts between online and offline businesses. However, it is not a difficult problem for the shoe brand that strives for online and offline double harvest.

More importantly, the emergence of this new form of experience hall can make shoe companies make a big fuss about public relations, develop a strong public relations campaign, and fully seize the resources of the first advantage. For enterprises such as AOKANG and BELLE, which are already relatively complete in line and offline, they can plan a large-scale public relations campaign. For example, the 100 cities online shopping experience museum will open on the same day, which will create strong publicity shock waves. Enterprises like AOKANG and BELLE have more store resources at the terminal. It is not difficult to select one hundred stores to spanform them into online shopping experience galleries, but we must choose the core business circle of the core cities. Not only can the shops on the street be spanformed into online shopping experience galleries, but in the case of coordination with the shopping malls, some shopping malls can also spanform the online shopping experience hall. However, due to the fact that the actual profits of the online shopping experience hall can not be digitalized, it is difficult to determine the profit sharing operation of the shopping mall, so it remains to be seen before. I believe that the online shopping experience Hall's public relations significance is greater than the actual service significance.

Although online shopping consumers are mostly urban consumers and are more concentrated, there are so many cities in the country, assuming that 100 online shopping experience shops need to be set up. One core city is also one, or even one province, and one or two. Is it necessary for consumers to go through mountains and rivers to experience it personally? But it is one thing for consumers to come and not to experience it. It is also one thing that we do not provide such services. Although the service is potential for this part of consumers, the potential service is also a service. It can also improve the trust degree of online shopping consumers to brands and products, thereby greatly improving the online shopping spanaction rate.

Therefore, if the shoe companies are interested in trying to set up online shopping experience hall, they can move towards the direction of public relations. This is a preliminary plan based on the actual situation of shoe companies. If conditions are available, shoe companies can realistically implement this experience, thereby increasing the added value of services and creating conditions for upgrading the value of the next product. In this regard, Chinese shoe enterprises can learn from the operation mode of luxury goods such as LV and Armani. Through this personalized service, we can further improve the brand quality and develop towards luxury goods. Taking into account the huge number of consumers, the appointment system can be applied to the experiential practitioners. The reservation is usually made three days in advance, and the time of each service can also be controlled, such as 30 minutes, in order to highlight the unique value of the service. At the beginning of the operation of the experience Museum, consumers may not be very active. They can set up some incentive measures. For example, the consumers who experience the three days before the opening of the experience hall and the top 50 consumers can receive 50 yuan online shopping coupons, which can shorten the effective time of coupons for the timely realization of sales.

If shoe companies want to further improve their own grades, they can increase other services in the experience Museum. Besides trying out the service, they can increase the matching of shoes and clothing, so as to further extend the industrial chain. If the shoe companies can integrate resources sufficiently strong, they can create personalized design services based on the experience hall. After entering the experience hall, consumers will be tailored to the customers and provide a series of specialized shoes and clothing matching services in order to highlight the dignity of consumers. {page_break}

In addition to displaying shoes, the museum should also be equipped with various fashionable clothing styles, such as luggage and accessories. Even watches and jewellery can be displayed. It is necessary to control the quantity, highlight the main products - shoes, turn the experience hall into a shoe and clothing culture salon, and invite international and domestic famous designers to serve the consumers and give consumers the aristocratic treatment. If shoe companies can do this in the future, and the services provided can be recognized by consumers, it is entirely possible to create China's own luxury brand. At this point, we can replace the names of "XX online shopping experience hall" into "XX fashion experience Museum" or "XX fashion club" and "XX fashion Salon".

As mentioned above, for the time being, the public relations significance of "online shopping experience hall" is greater than its service significance. The "network experience Pavilion" should provide new ideas for the promotion and promotion of e-commerce in shoe enterprises. Liu Qiangdong, CEO of Jingdong mall, said: "e-commerce in physical spanactions is to meet the needs of netizens in kind. Publicity and promotion must not rely on advertising, and advertising is the most serious problem." The shoe enterprise online shopping experience hall is a good publicity channel for the official website of the enterprise, avoiding the single promotion method of advertising. Through the external image and interior decoration of the experience hall, the more important is the personalized service of the employees, so as to attract more consumers into their own brand consumer groups or potential customers.