The Reputation Of Lining Brand Is Also At Stake.

"Why is the price of Taobao lower than my purchase price?" this seems to be the pain of Lining distributors.

Although so far,

Still can not replace the physical shops, but many industries of physical shops indeed have been "out" crisis.

The conflict between the distribution channel and the electricity supplier channel has made the traditional enterprise's e-commerce road stagnant, even in crisis.

Why do we let Lining distributors sigh the business gloomy? How should traditional enterprises clarify the channel context?

Distributors: really can't afford to hurt.

According to the survey, it is easy to see Lining products with "factory goods direct supply" and other words in online shops. These products are often far below the price of offline shops.

A dealer confided to the media the truth: "I don't understand why the price of Taobao is lower than my purchase price." Lining seller himself does not exist.

The superior agents of these sellers are often the top dealers.

Therefore, they have large quantities of goods and lower purchase price.

This is also the reason why Lining's online sale price is far below the price of offline stores.

The dealers revealed: online shopping channel providers told them that they were factory direct suppliers, and the shops were bought by them, which had to make us feel cold.

Internet stores are flooded with cheap goods, while the official store gives the distributors a heavy punch.

To promote Lining's official mall, offline stores

The sale of EPOS's shopping ticket comes with the word "welcome to Lining's official mall" and its website. The link in Baidu's promotion link is also added.

Landing on the website, it found its membership system: after spending 980 yuan, shopping again 45% off.

This discount is lower than most distributors' discount.

In order to obtain a lower purchasing price source, some distributors take the risk to find a way to sell goods through Taobao, and go from the certification store to the "black shop" to ensure the profit of the store.

There are more distributors who can not afford the cost pressure and choose to close.

This means that Lining has lost a million stores a year.

The above dealers said: the reduction of Lining futures orders is not without this reason.

The confusion of the channel, the lack of the price system and the vacancy of the commodity planning not only bring the management difficulties and revenue pressure to the dealers, but the negative effects on the brand will also follow. In the long run, the reputation of Lining brand is also at stake.

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How can the Phoenix be Nirvana?

The conflict between channels is manifested in product price, market share and internal coordination.

The direct result may be the confusion of the two channels, the vicious competition, the loss of customers, and a series of events that damage the interests of the enterprises themselves.

Online and offline channel conflict, or will bring more "sequela" to Lining.

In addition to Lining, most traditional brands will encounter two major contradictions in the process of electronic commerce, namely, the conflict between external e-commerce channels and distributors' channels, and the conflict between the internal e-commerce departments and other departments.

The reason is that enterprises have not clearly defined the interest relationship with traditional channels and business departments.

In fact, the Internet is nothing more than a new channel in the operation mode of "multi retail channels".

To solve the thorny problem of channel conflict, the following methods provide a solution for traditional enterprises:

1. distinguish brands from different channels.

This is a virtual reality integration strategy adopted by many traditional brand enterprises at present.

For example, the luxlulu flagship store brand launched by Huarun home textile for the online consumer group is located in a separate location with the physical store, while the commodity price is only 60 percent off of the entity.

2. distinguish models from different channels.

Using different models and specifications to approximate goods makes it difficult for consumers to compare.

Channel competition is extremely fierce commodity category (such as digital goods), or in the face of channel cost differences are too large (such as general merchandise / TV shopping / convenience store / shop), the traditional brand will take the "separation of brands or commodities" fuzzy strategy to cope with, and entity virtual stores have their own advantages, shoulder to shoulder combat effectiveness will also have multiplier effect.

3. online and offline sale of "staggering peak".

Traditional brands, especially fashion brands, can sell off season products through the Internet.

That is, clearing the unsalable goods and avoiding channel conflicts.

4. limited time sale mode.

The traditional brands that do not intend to open the official network sales channels can cooperate with the shopping websites with limited time sale mode. The goods will be cleared in a very short time for the members of the website. No matter how low the price is, it will not affect the retail channel of the entity.