Has always been good online sales of millet began to line up.
Yesterday, millet's first real sense of offline store in Haidian, Beijing Modern Plaza opened. It is reported that the experience store you can buy millet full line product, fast repair service and provides face to face. Millet science and technology President Lin said, this millet attempts to give the solid experience and online sales, did not rule out in the future in the country built more experiences like this store.
This online store is still called millet House, an area of about 380 square meters, is the largest and longest operating hours business area of millet line shop. Previously, only one millet millet in major cities across the country are mainly responsible for after-sales service. Lin said that the millet is offline for the first time experience combined with after-sale maintenance, can provide experience and selling millet include cell phones, television, total, routers, air purifiers and other products. New products in the future will be synchronized in the store for sale. Industry sources say, millet entered the offline sales, or marked their supply chain have been integrated, will bid farewell to the previous buying patterns.
Millet is not the first company to set up offline store cell phone manufacturers. Apple store of needless, Association, Lok has also rolled out early at home store. Millet science and technology President Lin said, this store is just one millet tried after millet of offline retail process has no experience, and the operations, logistics, warehousing capacity presents new challenges. If contemporary Mall operation works well, will expand in more cities across the country.
Industry sources said, setting up online store, millet is facing sluggish sales growth and opponent catch up breakthrough Act. Millet is lack of offline retail experiences, this model also requires authentication, even if the validation is successful, also needs to address the issue of counterfeit goods and channel management. Open line, millet is shoulder heavy responsibilities.
Why open the upgrade version of millet
Statistics show that, from this year, China smartphone market growth has slowed in the past end of the era of high growth. With the popularity of smart phones, the phone itself increases market is more and more limited. In addition, mobile-e-commerce channel sales growth rates are slowing, annual growth in e-commerce sales 40% early, downward trend is clear.
Limited market now is facing increasingly fierce competition. Apart from the millet, Huawei, Meizu, music video, hammer and other brands in the last break. According to millet July sales data, mobile phone sales of 34.7 million in the first half, and millet before the scheduled annual sales target of 80 million to 100 million. In the case of many competitors chasing, millet achieve this year's target is extremely difficult. Facing hard times and a highly competitive market, millet is seeking more access to users is a top priority.
Lin bin, "said millet rich product line, more and more consumer feedback needs to enhance the online experience of links and experimental result is good." Previously, millet line TV did try: offline experience every Saturday, 100 games held throughout the country, achieved a conversion rate of 19%. Convened to participate in the experience users are online and offline experience online purchase, millet is responsible for direct shipping.
Lin said the millet choice settled in the business rather than a separate store, mainly want to use Mall traffic looking for incremental users. The future, this model is successful, will consider more like shopping malls. But Lin also stressed that the "millet product sales are still dominated by e-commerce channels, settled in the shopping mall online store is mainly responsible for the experience and after sales, offline retail will take time."
Lin said for this offline mode now is not thinking so far, future millet proprietary left to join route, also requires a combination of the experimental store operations again, but this idea has been there.
Offline experience models to be tested
Online integration has become an industry trend. O2O offline store, in addition to suning, GOME, a layout of East Beijing at the beginning of last year. Le select and channel partners, set up a special experience. But industry sources say, music store under the eye effect does not expect good, limited flow of people, is not particularly obvious effect on sales. Cheng Xuyuan look over here From Google s special
In addition, the online store is a slightly higher cost model, in this connection, the Apple store sales per unit area is worthy of millet, millet reference to already low profit margins do not seem to. Millet this specializes in online marketing and offline marketing enterprises how to balance profit and operating costs below the line would need time to learn, also need to be tested.
Millet offline store mode if the validation is successful, fake fake store will then appear. Lin said this is millet great harm. Millet's marketing Chief, Wei Lai admits now millet is counterfeit, but the difficulty of fighting against, we first need to break local protectionism, more need to invest a great deal of manpower and material resources. From the source view, millet channel governance is needed, but how to go about it, for now, the millet has also come up with the scheme for the time being.
With the smart-phone market saturated, increase of the millet market was in four five-tier cities even the vast rural areas. Part of brand mobile phone manufacturers have to channel sink to villages and towns, in rural markets, millet will also face a fight. How to cut into the rural market, go offline store mode or find another way, millet is still fumbling.
"Bad-mouthing millet's voice never stopped", Lin said, "but millet is also very satisfactory, millet will step by step to do good service."
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