Online Store Marketing Is Not For Every Brand Dealer To Make Money.

< p > online online and offline "bow" < a href= "//www.sjfzxm.com/news/index_f.asp" > brand > /a > business, in the frequent promotion section, what is the geometry? < /p >

< p > reporter learned yesterday that in every wave of "double 11" and "double 12" promotions, not every brand dealer is making money.

With the frequent promotion of e-commerce and the increase of marketing costs, some small and medium-sized businesses are now directly under the line of stores.

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Mr. P has been in the Pacific department store for many years. In the past one winter season, a large number of customers poured into the market and sales volume was high. Now the situation is grim facing the impact of the electricity supplier.

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< p > the annual turnover of three stores in Shanghai Pacific department store is 230 million yuan.

However, the sales promotion of Pacific department store this year is just 11 times. It has just been promoted for one month, and has encountered double 12.

Mr. Zhu has been working overtime for several days, and has not had normal weekend after several weeks. Even so, he still feels very stressed this year.

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< p > to promote the competition with the electricity supplier, the Pacific has reduced the discount of some products to 60 percent off or even 80 percent off by buying goods and letting buttons, such as the sleeper pillow with a price of 996 yuan, a promotional price of 199 yuan, a set of cosmetics priced at 708 yuan, now 299 yuan, a box with a price of more than 4000 yuan, and a promotional price of 699 yuan.

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"P > spring in Paris and other industries triggered consumption by extending their business hours. This move has attracted quite a lot of popularity.

The new world department store will be promoted after a certain amount of money.

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"P >", but such a promotion can not be done every day. As a brand, we are not willing to discount new products, because new products have the highest profit unless the department stores are willing to reduce the discount points.

But letting the button is only a short-term behavior, and buying and selling goods is occasionally done. After all, a department store has risks to buy goods out of stock, but the electricity supplier is promoting every day. Double 12 is just a concept. We are under great pressure.

The shopkeeper of a women's clothing brand in a department store said helplessly.

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< p > "everything will change. Since the electricity supplier is the trend, then we should develop in a mindset of acceptance and cooperation."

This is the attitude of Yintai commercial CEO Chen Xiao (micro-blog) east.

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In the promotion of P, most of our eyes are on parity, genuine goods, fitting rooms and so on. However, it seems that online shopping or physical shops are ignored.

So is sales promotion really profitable for businesses? Is it a shop or a physical store? < /p >

< p > A Yun (a pseudonym) has been running in Tmall for more than a year. As a typical small and medium sized merchant, her a target= "_blank" href= "//www.sjfzxm.com/" > dress "/a" has been getting worse and worse.

"At first, online shops did not rent and used very little, so I do online stores, such as a shop assistant, a monthly salary of 3000 yuan, each entity store to 2~3 people, if I open more chain stores are more expensive.

However, the total number of shop call centers is only 2, and the salary is not higher than that of the physical shop assistants, so I am happy to open shop.

A Yun told reporters that in the past few years, as long as the online shopping promotion, he must attend, revenue doubled, and the monthly turnover of about 1000000 yuan is not a problem.

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< p > > but not now. Tmall charges us more and more, for example, the annual fee is 120 thousand yuan, the annual fee includes the consumer deposit and the technical support fee, the consumption margin is to punish us in case of disputes. We should know that 120 thousand of our small and medium-sized businesses are equivalent to the annual rent of a small entity shop, for example, I have opened a more than 10 square meter shop online, and the rent is 150 thousand a year. If Tmall continues to raise the annual fee, it is equivalent to paying rent.

In addition, the proportion of online and physical stores is basically flat, ranging from 2%~5%.

Of course, the labor cost of online shops is definitely lower than that of physical stores. After all, online workers only have 2~3 people, with a monthly salary of 3000 yuan to more than 4000 yuan per person. The average monthly salary of a physical store is equal to that of online stores, but the number of stores is doubled.

It seems that the cost of online stores is low, but the key problems will happen immediately.

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< p > with the double 11, double 12 and other promotional season increased, ah Yun began to worry.

"The promotion of physical stores is at most a discount and a discount for new products.

Sometimes my new product does not participate in the promotion of physical stores, so as to ensure profits.

However, the online store is totally different. No matter how your products are discounted, first you have to buy rank and competitive advertising. For example, Tmall takes out an advertising bit. If you click on 5 yuan, I will get 50 thousand yuan to get the right to click 10 thousand times, but I want to know that there are so many netizens in the country. 10 thousand clicks can be used in dozens of seconds or minutes, and then I will pay again.

The advertising cost of hundreds of thousands to millions of dollars will not be seen at once, but it may not get much marketing effect. If the million yuan is used online, the effect will be very obvious.

Ah Yun now sees that the promotion of double sales of electricity and other 12 is rather tangled - no promotion, no traffic, and high cost of promotion.

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< p > "in fact, online stores and physical stores have their own living space. < a href=" //www.sjfzxm.com/news/index_c.asp "> electricity supplier < /a > may be more suitable for powerful large business entities, while physical stores need to make personalization and sense of experience.

For example, some training and entertainment formats must be experienced, suitable for physical models, and apparel online substitution is very strong, which may be more suitable for online, or businesses can also operate at the same time, it will be very important to make differentiated competition between online and offline products.

RET Durbin, director of the commercial service department, said.

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