Brands And Department Stores Get Together To Test The Internet.

< p > information push from WeChat, e-mail bulletin in the mailbox...

Your familiar brands and department stores have begun to grab your internet life frequently.

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< p > yesterday, the Japanese a target= "_blank" href= "//www.sjfzxm.com/" > dress /a > GMO brand MUJI quietly opened the online shopping mall in China, in addition to selling more than 800 commodities including a target= "_blank" target=, "clothing", furniture, household appliances, sundry goods and so on, and encouraging guests to subscribe to its "electronic bulletin".

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< p > in fact, earlier, many brands such as ZARA, Gap and Uniqlo have opened their online stores and mobile APP in China. Many of them have been criticized for their "poor operation experience". Now, this "Internet Tour" has attracted the participation of department stores.

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< p > brand and department stores get together to test the Internet, is it to supplement sales, or is there another meaning? < /p >

< p > < strong > MUJI test water online shopping mall, selling more than 800 kinds of commodities < /strong > /p >

"P >" yesterday, MUJI China official website posted a bulletin "online business city officially launched", the official website is also the appearance of the shop, no press conference, no advertising, MUJI "electric shock" is very low profile.

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< p > from the official website, MUJI mall mainly sells more than 800 commodities including garments, a target= "_blank" href= "//www.sjfzxm.com/", shoes, /a, bags, furniture, household appliances, bed products, storage supplies, kitchen products, cosmetics, stationery and so on. This amount is somewhat more than that of the more than 1600 square shop in Hangzhou.

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< p > but users only need to register as MUJI members and fill in the relevant information. They can pick products on the Internet, place orders, and start shipping from 20 yuan.

It is worth mentioning that MUJI has launched the "electronic bulletin" service on the official website of the mall. Users only need to fill in the e-mail address and receive regular information and push information from the MUJI. In order to encourage users to use, MUJI will even offer an ultrasonic aroma fumigating machine to subscribers of the electronic magazine.

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< p > "MUJI online shopping mall is still in its infancy. Due to the small number of commodities, the confidence in online pactions is still not seen, but its electronic bulletin is a good way to bind quickly with customers, and also a channel for MUJI to better understand Chinese customers."

Analysis of the industry.

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< p > < strong >. Keen to build files for customers, and even care about the number of children < /strong > /p >

< p > whether it is MUJI's online shopping mall or previous ZARA, Gap, Uniqlo and other brands launched online shop, mobile APP, users need to register first when using.

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< p > in H&M's online store, every registered account has a "my H&M" file. Customers can add their favorite designs to the "wish list" or try out the various styles of < a target= "_blank" href= "//www.sjfzxm.com/" > clothing > /a > in the simulated "locker room" to see the upper body and collocation effect, and the total price of the dress will be shown on the page at the same time.

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In the APP application of < p > and ZARA, besides providing weekly new, hot products, hundreds of costumes, accessories, and model display, there is a new "fan" tribe.

Registered users can see other guests' dynamic information in "fans". They can chat online, pay close attention to each other, and even give gifts to each other. These functions are very similar to SNS social networking sites.

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< p > every registered personal file is not only simple, such as telephone, email address, for example, when registering an account or editing personal information in H&M, it also adds columns of "number of children" and "year of birth" to add children's single product information.

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< p > "these online stores are the front indicators of a physical store. In a physical store, consumer behavior is hard to be analyzed by data, while network registration can fill this gap, and brands can then know which styles should be introduced and what styles are cold shouldered."

Analysis of the industry.

According to foreign analysts' estimate, the online store has increased at least 10% of ZARA's revenue.

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< p > strong > department store also set foot on this "Internet Tour" < /strong > /p >

< p > Miss Dong is a Shopaholic. Yesterday afternoon, she received a WeChat from a shopping mall. She was surprised by the content. "It's a release of a mobile phone APP, you can see every picture of the clothes sold in the mall, and then go shopping without any effort, just look at APP."

She said.

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< p > the APP used by her is called "Yintai". It is the first mobile phone APP launched by Hangzhou department store. It has a "Dongdong" column, which is filled with merchandise photos including clothing, accessories, jewelry watches, shoe bags, etc., and also provides price reference and commentary. Besides, promotional information and thematic activities also appear on the homepage menu.

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< p > if it is the general trend that all major brands do online shops and release mobile APP, will the war become more intense due to the addition of department stores? < /p >

< p > in fact, the domestic department stores do APP, Yintai is not the first one.

At the end of last year, Golden Eagle Business Group launched its mobile phone APP. Customers can query the store activity, their own consumption records, parking time reminder and GPS navigation through the software. The software downloads thirty thousand times in the first month.

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< p > the cost of software development is not small. For department stores, there must be the meaning of doing this.

"Without exception, these software require users to register. Registration information allows department stores to better understand their customers' consumption behavior and psychology, so that they can adjust goods or push more accurate information."

Department store insiders analysis.

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