Layout three-dimensional sales channel Amoy brand planning "landing"

Recently, the leading brand of casual men's wear in the United States released Spodey Card in Xiamen and launched the new series of men's wear in Xiamen. It also proposed the brand expansion strategy of “from online to offline, developing entity chains”. This means that when traditional companies have “touched the net” and competed to enter e-commerce, Spodecard is moving against the tide, deepening its reach into traditional offline channels, and establishing an online and offline interactive three-dimensional marketing system to chain entities. The landing of the store expands the brand's largest territory.

Go from line to line

At the just-concluded new product launch conference, Spokaneka held a signing ceremony for store franchisees, and many chain stores joined in.

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It is reported that in October 2010, Spoducta’s first physical clothing flagship store in Xiamen was officially opened. At present, three franchise stores have opened for business. Next, this figure will be greatly expanded. In 2011, 80 to 100 physical stores were opened in the country. This is the initial goal set by Spodka.

"The physical store focuses on the user experience, more emphasis on service diversification and experience enhancement, to meet the multiple needs of consumers shopping. The use of online and offline interactive marketing new model to maintain the advantage and leading position of Spokaneka." Wu Shihui, the founder of Spodeka, explained.

At the press conference, Spoelka announced that it had obtained the first investment from Lenovo Ventures. Lenovo’s investment helped boost Spokane’s offline expansion.

It is reported that this is after the wheat bag, seven grid, green box, and another famous brand to get venture capital.

According to Wu Shihui's introduction, Spodeyka entered Asia’s largest online shopping platform Taobao in 2008 and became the first batch of merchants. Subsequently, Spodca resumed its sales network and sold online on more than 98% of the major shopping platforms on the Internet. In just a few years, Spodika became the leading men's brand of Taobao and many other large-scale Internet shopping platforms.

"Network branding is just a stage name. Branding should not separate the line from the line to the line. The brand itself should be a full three-dimensional representation. Spokaneka has always been doing B2C with an attitude of doing business. We first chose the Internet. This shortcut has achieved certain results. If you want to achieve greater success, you have to go offline." Wu Shihui said.

It is understood that Spodka is committed to creating an integrated industrial chain that integrates product design, development, production and marketing, and has a strong manufacturing base to back it up. In recent years, with the rapid growth of the men's clothing market and e-commerce, Spodika has become a leading domestic e-commerce company.

Stereo channels will become industry trends

Not only Spodeka, more and more network operators have accumulated a certain amount of capital, they have gathered their attention to the line, began to try to move to physical store operations. For example, the well-known online marketing brand McCawlin is an early explorer.

Mecoxlane, a online marketing brand started from the catalog mail order, started trying to open offline stores in Shanghai and other places as early as 2006, implementing a multi-channel strategy. In 2009, Mecoxlane announced a high-profile expansion of its physical stores and plans to have 2,000 stores in three years.

The well-known online marketing brand Vanke has long had plans and preparations to open a physical store, landing its physical store, where the customer pave the way for this, for a large-scale advertising.

While online brands like Mecoxlane and Spodicalka are expanding their offline channels, more and more traditional companies are also frequently “touching the nets” and making great strides in e-commerce.

At present, seven wolves have established their own brand stores on platforms such as Taobao, and Daphne, which owns 2,000 stores, has also launched its online shopping website with sales of several million yuan. Li Ning, a famous sports brand in China, has already owned its own e-commerce network and established its own official website at Taobao Mall. Recently, Li Ning is testing water overseas e-commerce and actively expanding overseas.

The traditional enterprises that embark on the Internet are numerous: Youngor, Bosideng, Uniqlo, etc., and their performance is impressive.

In Wu Shihui’s office, there is a precious painting called “Invade”. These two words may describe the current development of the brand: on the one hand, it actively expands the channel online, and on the other hand, it lands online to open a store and go up and down. Between, expand brand influence. Whether it is online expansion or offline expansion, the purpose is to promote brand building.

“The construction of physical stores complements the sales of the network, forming complementary strengths and maximizing brand influence.” Wu Shihui believes that the integration of “online, offline, and offline” stereo channels will be the development trend of future industries.