BONO channel model try e-commerce floor economy

Is e-commerce in the end a kind of channel or a magic weapon for garment companies to build a brand? At the opening ceremony of bono tailor's custom store, Mr. Wang Linlong, the CEO of BONO, reminded the reporter: “In China, in the world, no one succeeds on the model. Some people say that Gome and Suning rely on channels, but I I think it is wrong, it is a channel plus brand.This brand is not the brand of Gome, is attached to the US and Haier their brand in the Gome channel.There is no one in the world can rely on the model can be successful.So I think we have been from the beginning There is no hope of e-commerce model can be made out of a brand.Every brand has its own pattern and growth law, using money or other means is no way to change this law, if one hundred million two hundred million or ten A billion can make a brand, Li Ka-shing can do N brands."

As a professional journalist of the clothing industry, the author at the beginning of the emergence of e-commerce is constantly paying attention to this new force of the fashion industry, and it seems to have a look forward to: Perhaps this is a change in clothing, as we are in this transformation It is fortunate to see someone who has turned upside down. However, the trends of e-commerce leaders have conveyed us a message: The growth of a brand has its essence. Using IT can speed up its growth, but it cannot change its path to growth. We will eventually return to the essence of the clothing brand. Perhaps this is why BONO chose to land. “We have never advocated online sales as our only sales method for BONO. Even if e-commerce is in such a mature market as the US and Europe, it cannot constitute the only channel for the brand. Why? Because clothing is not like mobile phones, it Pure and standardized, does not require consumers to experience. Clothing after all, there are special characteristics of the experience, especially if you are not selling goods, we still do this business with the brand's philosophy, we do not want to be a model." Wang Linlong this way Explain BONO's business philosophy. "We have to be a pioneer, don't be a martyrs, and being a martyrs is a very tragic thing. Of course we thank all the martyrs for doing so many things for us and making contributions to the industry."

Choosing to use the building's economy to land is another attempt at BONO's new channel model. Some people's places will have consumption. The most typical example is a restaurant near the office building. As long as the price is reasonable, there are usually overcrowded scenes in the dining room. Similarly, gyms, hair and beauty salons, coffee shops, laundries, and even luxury goods, golf clubs, and so forth have all flown into writing. Their emphasis is on the fixed consumer groups that are concentrated in the office buildings and have no other choice. Customer Loyalty. This is the so-called “building economy” and the “building economy” has an advantage that cannot be matched by other business districts. That is, various businesses can also benefit from each other. When they eat, they will find that there is an upstairs table on the table. Yoga room propaganda or experience? Arc M? σ 桓 蓍芟 Xin 蓍芟 鞲錾 鞲錾 鞲錾 鞲錾 鞲錾 讨 讨 讨 讨 讨 讨 讨 淇 淇 淇 淇 孕 孕 孕 孕 孕 孕 孕 孕 孕 孕 孕 孕 倘 倘 倘 倘 鞯 鞯 鞯 鞯 鞯