Why Did Vip.Com Choose The Flash Store Mode?

According to the world clothing shoes and hats net, in recent years, the flash shop has its unique scene experience, strong customer gathering ability and fast speed.

Propaganda is popular all over the world.

For example, the first domestic mobile Internet commercial real estate integration service field, only in 2017 3 to July, and dozens of car brands such as BMW, Chevrolet and other dozens of car brands to create more than 42 Pop-up flash store; and like a big hand to invite Zhang Ziyi, Wu Chun, Sheng Yilun, Zhang Zilin and other large stars to promote, recently landed in Beijing.

Beauty world tour, flash shop and so on.

Nowadays,

We must catch up with the fashion.

A few days ago, vip.com opened a 3 day "no fashion future Pavilion" line store in Chengdu Yintai Center, covering 300 square meters. It incorporated many elements such as laser scanning, 3D magic mirror fitting, Siri shopping guide, unpaid and so on.

While attracting countless consumers to stop and experience, it is also considered to be the future direction of vip.com.

In fact, before this industry insiders predict that vip.com's offline shop mode has Oteri J, flash shop and so on.

And vip.com finally chose the flash shop mode. Why? What information does it reveal behind it?

1, branding is getting more and more dissatisfied with vip.com.

Vip.com has been getting more and more upset over the past few years (now the stock price is falling by around 18.70%), and there are many reasons for this.

On the one hand, vip.com's clearance process will seriously affect the brand's price system.

Although vip.com takes a 5 day rapid sales mode, the discount price will remain on search engines such as Baidu, which will have a great impact on the whole pricing system of the brand.

Just like the then Lining, the original high-end line, after a big effort and low price clearance, has become a mid-range brand in the minds of consumers.

Now the price of Adidas has become a high-end brand.

On the other hand, brand operators cooperate with vip.com, and the whole operation cost is very high.

Vip.com's operation mode is rather tedious. Brand dealers need to collect and collate all the stocks across the country and then send them to vip.com. The goods that are not sold will be returned to the brand owners again. The whole process cost is quite high.

Therefore, whether it is for pricing system or for operational cost considerations, branding is getting less and less satisfied with vip.com.

Moreover, with the opening of Juhuasuan (cleared goods) by Alibaba, vip.com is more uncomfortable.

Under these circumstances, vip.com has to find new, cheaper, more efficient, and less damaged brands.

2. "Flash shop" has entered vip.com's view because of its unique advantages.

Vip.com's big IP is still very useful, especially for women.

Some of the people who are shopping in the shopping center coincide with the platform crowd, so long as they use the appropriate sales strategy, they can attract these people to the flash shop and stimulate consumption through cool scenes.

Not only that, it can also guide consumers who are interested in inventory products in the city to become a new group of fans of vip.com.

For brands, vip.com's flash store can help brands to directly store their inventory to consumers through this characteristic scenario, so that consumers can quickly generate consumer decisions.

Not only that, by selling the stock through flash shop, we can reduce the bad influence of brand pricing, but also enhance brand exposure.

At a deeper level, the exposure of the brand has increased, and it has realized its value realization at vip.com online store.

There are many such examples, such as the paved world mentioned in the first article.

It has been revealed that in the same period with the home textile brand, clothing brand, underwear brand, etc., the sales performance of some brands online has nearly doubled by 5 times.

Looking at it, vip.com's flash shop opened in Chengdu is undoubtedly a trial run by offline stores.

However, no matter what the final effect is, it is of great significance to its overall strategy.

More interesting reports, please pay attention to the world clothing shoes and hats net.