Rebirth starts from e-commerce

Chapter 278
Luo Xiu and Guan Shiyu guarded the store for two hours, during which time no customer stopped in front of Pinru's products, let alone bought them.

This is the difference between offline and online.

When you buy things online, some customers like to read reviews and choose products with more reviews.

Some customers are interested in sales and like to choose the ones with high sales.

Some customers choose cheap ones, some customers choose good service, some customers choose good-looking ones, and some customers only recognize brands...

You have advantages over your peers in some aspects, and you can circle your customer base.

In offline shopping malls, there are no customer reviews, no detailed function reading, and too little information for reference.

When customers walk into the mall, they don’t know how to choose products. They either listen to the shopping guide or choose a big brand with a reasonable price.

Big brands occupy the entire showcase, covering three price points of high, medium and low, but you are a small brand, put it in the corner, no one will take a second look at you.

It's like a martial arts secret book with an inconspicuous name in the Sutra Pavilion. No one wants to read it except the protagonist who is born with luck.

Compared with online brands, offline brands have a deeper moat. If you want to make a bottle of Coke, no matter how special the taste is, no matter how delicious it is, you can’t surpass Coca-Cola or Pepsi.

Shopping malls know that these big brands have a higher fault tolerance rate, so they will naturally give them more face. In addition, they have been cultivating channels for so many years, and their relationship with shopping malls is intricate.

Why should you, a newcomer, give way to you?

The contradiction between the brand side and the channel is often like this:

Shopping mall: You want to get a better display position, and prove yourself with sales!
Brand side: If you give me a better display position, I will have sales!

Mall: Then you have sales first, then I can give you a position.

Brand side: How can I have sales without a position?
……

This is how nesting dolls were born.

Many online activities also give priority to big brands, but small brands also have more flexible prices and more flexible operating strategies that big brands do not have.

Therefore, e-commerce provides an opportunity for diaosi to counterattack, and it is through the e-commerce channel that Pinru takes off rapidly.

However, if Pinru wants to become a real big name, it still needs to prove itself through offline shopping malls.

Otherwise, it is always just an Taobao brand, and it may be shot to death on the beach by Houlang at any time.

……

At this time, Luo Xiu saw a few customers coming towards the electrical appliance area, and asked Guan Shiyu deliberately loudly: "Didn't Aunt Wang's juicer next door be bought here? Why didn't I see it?"

Guan Shiyu immediately reacted and cooperated with Luo Xiu:
"You're talking about the juicer that Lin Pinru uses every day in that TV series, right?"

"Yes, yes, Aunt Wang bought one. I went to her house to drink it once. The freshly squeezed orange juice is really amazing."

"Why are you going to Aunt Wang's house when you have nothing to do? Have you fallen in love with her daughter?"

"No, I swear, I really didn't like her daughter, how old is her daughter?"

"That's why I fell in love with Aunt Wang, you really like people with big butts!"

After Guan Shiyu finished saying this, the people next to her almost couldn't help laughing.

"Don't make trouble, hurry up and find a juicer!" Luo Xiu looked down and shouted in surprise, "So it's here, and the mall is really there, so why are such useful machines placed on the side?"

"Maybe it's too easy to sell, and it's about to sell out, so the mall moved it to the side. Don't you think there are only two left? Let's take one away."

Luo Xiu picked up one and walked towards the cashier.

In fact, the two actors just walked around the mall, and then returned to the electrical appliance area with the juicer in their arms.

"One was really bought, Luo Xiu, you are too smart, let's continue to use this method!"

"Let's go, let's go home, we two billionaires are here, don't be ashamed!"

It doesn't matter if it's improper or not, it's just that the price/performance ratio is too low, so it's better to hire a shopping guide to sell the goods.

Luo Xiu put the juicer back to its original position, and left the shopping mall with Guan Shiyu, who was still full of thoughts.

On the way back, Guan Shiyu seriously analyzed: "Our biggest problem now is that the product is too inconspicuous. Can we put a large-screen MP4 in the mall and play the scene of my sister using the juicer in a TV series?"

Luo Xiu nodded: "This is indeed a solution, but the problem is whether the mall allows us to display them, how to manage these MP4s, what to do if they are stolen, and how to solve the power supply problem?"

"You can do some simple things first, such as promotional explosion stickers, eye-catching advertising slogans..."

"It's definitely something that needs to be done, but it's not enough."

"Actually, I found one of the most serious problems. The overall style positioning of our products is not suitable for displaying in shopping malls."

"Why do you say that?" Luo Xiu asked.

"Others' packaging is colorful, bright red and purple, but ours is pure white. It is too inconspicuous to be placed with them."

Luo Xiu's heart was shocked by Guan Shiyu's words, and he instantly understood the biggest crux of the problem.

When he was making the first rice cooker, his style positioning was minimalist apple style.

In the future, Xiaomi's household products will basically have this style, which is more in line with the needs of young people.

On the Internet, in one's own store, the overall set of designs gives people the feeling of being very high-end and artistic.

In addition to electrical appliances, Pinru's clothing, home furnishing, bags...all of them are this kind of frigid style.

Luo Xiu didn't think about going offline at the beginning, e-commerce is his strong point, and all his considerations are to serve e-commerce.

Now he is invincible in e-commerce, and when he started to expand to offline, he realized that something went wrong.

To solve this problem, the easiest way is to change the brand style to meet the needs of the mall.

But this price is too high. The style of Pinru has formed a memory in the minds of online consumers. Now abandoning this style is undoubtedly choosing the big and picking the small, throwing away the watermelon and picking up sesame seeds.

Another way is to distinguish between online and offline products, which is also the method adopted by many offline brands when they attack e-commerce.

In order to distinguish the two markets, they deliberately released two series of products.

However, this method is suitable for traditional big brands to attack e-commerce, and may not be suitable for emerging brands such as brands to counterattack offline.

Moreover, Luo Xiu firmly believed in his heart that he wanted to make high-value products, he had to have his own style, and he couldn't cater to the public for short-term sales.

We must take into account the young people and the future market.

Is there any way to open up a world offline without changing your own brand style?
Luo Xiu kept flashing through the business models of various emerging brands in the future, hoping to find a correct answer.

Suddenly a brand flashed through his mind.

He knew what to do.

(End of this chapter)