Not with the store price war pure cowboy brand across the board to exit the e-commerce channel "due to the company unified policy adjustment, online sales of pure children's jeans will be suspended." This is a pure cowboy Lynx flagship store customer service to replace the new signature. At present, pure cowboy brand has been out of line Lynx, Jingdong and independent mall and other online sales. As one of the well-known national apparel brands, pure cowboy this e-commerce strategy adjustment affects both the apparel industry and electricity business nerves. Pure denim e-commerce business performance is still pure denim jeans brand in the world there are more than 3,600 physical stores, behind more than 10,000 industrial workers and pure children's denim Group since 1998, and gradually improve the design, production and sales process support . Therefore, when the pure cowboy test water network sales and achieved initial success, the outside world did not therefore surprised. In addition to pure cowboy opened Lynx flagship store, also stationed in Jingdong Mall, opened two independent online mall. In the Internet, "2012 Lynx Womenswear category list", the official flagship store denim is ranked No. 20, is also the only one in Dongguan Top 20 Lynx denim. On this list, there are also some e-commerce denim shops that have no clothing production background, in front of the pure cowboy. Relative to the huge sales, pure cowboy Lynx flagship store's dynamic performance of the poor performance of the shop, where the product line score below the industry average of 1.41%, service attitude score below the industry average of 2.13%, delivery speed score below Industry average 2.93%. The industry believes that the strength of offline business, and can not guarantee the online sales of pure children's jeans Pingchuan. The pure cowboy want to change from offline sales to online giants, no doubt need to go through the process of learning and growth. Will set up a new network marketing brand Yesterday, the reporter logged in net cowboy Lynx flagship store site found that at present all the goods in the shop have been off the shelf, leaving only 10 promotional posters. It is revealed that pure cowboy Lynx flagship store on the 10th this month will be all the shelves of goods. Reporters found that not only Lynx flagship store, pure cowboy also shelves two independent mall website and Jingdong Mall pure cowboy official flagship store all the goods. "For the online mall this block, the group recently held a special meeting, the company attaches great importance to online consumer buying needs, our company plans to re-run a new brand." A net cowboy Group, a director told reporters that although the recent pure Denim online business operations suspended, but the pure cowboy 150 e-commerce team is still working normally. The company is not out of online sales business, but to use the off-season before the Spring Festival for the internal integration upgrade. The director also revealed that the future net sales of Chunlin Jeans Group or called "A21" brand, but the brand name has not yet been finalized. The new brand is expected to be put on the market in two to three months. The new brand mainly for young people, the price is slightly lower than the offline brand, the first batch of 200 to 300 models will be introduced. In the meantime, pure cowboy e-commerce teams are accelerating their recruitment efforts. The number of R & D, design and sales staff in the e-commerce sector will double after the Spring Festival to reach 300 or more. Online or offline conflicts with off-line or physical store brand conflicts have long been a hurdle for traditional brands to do. Informed sources, pure cowboy so decisively to withdraw from online sales, mainly because of online and offline there is a fierce conflict. Especially the online platform "double eleven" online shopping section during the low-cost sales, so that the dealer opinion is very large. In other words, the pure cowboy this "tear off the line business" is also one of the side effects of the e-commerce price war. In response to this statement, the director of ChunJin Group said that ChunJing Group is indeed adjusting the strategic deployment of e-commerce, but not because of the conflict between online and offline business, but because the company wants to increase its position in electronics Business input, continue to become bigger and stronger online store. However, this reporter learned that the current pure children's jeans Group stores around the world there are about more than 3600, of which less than 20 companies directly managed stores, the vast majority are franchise stores. Because of the development of pure children's jeans group is inseparable from a large number of franchisees, the brand's online sales strategy can not but take into account the interests of franchisees. In fact, in order to avoid online and offline conflicts, pure cowboy also took a lot of measures. For example, pure cowboy all the new products are the first time in the store launch, and online sales models are the old models. An apparel industry to reporters to calculate an account: in the second-tier cities to open a pure cowboy stores, franchise fees, rent venues, the initial purchase costs, inventory occupied funds, artificial hydropower, advertising and other costs together, not fifty The above is impossible to start. Store in the business process is also full of costs and risks. Many consumers are the first to experience the quality and design of pure denim, and then go online to buy the product. Therefore, even if the online sales are old models, franchisees still feel their business is robbed of a lot of online business. In order to retreat into the line with the rules of e-business neat cowboy brand new net approach, access to a number of business people recognized. GDB Online expert review, Guangdong Marketing Society Marketing Research Professional Committee Dr. Zhou believes that the manufacturing electricity supplier, the key is to have its own brand, and brand building process to two legs to walk, both the online brand, Also under the cable brand, promote each other, complement each other. Also insiders believe that although the formation of net sales than the formation of physical brand to be faster, but also the same as not easy. The pure cowboy this give up the "brand aura", the choice of new brand from scratch approach is still a pity. Guangdong Wholesale Market Industry Association Information Specialized Committee, Dazhuo Shangqi President believes that if the online and offline have a conflict, we must make a decision, and the decision of the pure cowboy is undoubtedly in line with the electricity supplier Regular Qi Xianwei said he is quite optimistic about the future of pure cowboy in the field of electricity supplier development. First, the e-commerce team of pure-cowgirls is already familiar with online sales and will start using it soon after changing to a new one. The pure cowboy has no other clothing e-commerce design, production, quality control and other advantages, pure cowboy brand is likely to grow faster, but also more flexible and constantly adjusted according to the laws of e-commerce improve . From this perspective, the full line of pure cowboy exit online sales, opening a new net sales brand, not only unfortunate, but also the right decision. He also suggested that based on long-term considerations, pure Jeans can even set up two or three online marketing brands depending on the consumer orientation, giving full play to the design capabilities, manufacturing capabilities and mature e-commerce teams of pure Jeans . Originated from the world's fashion capital of Seoul, South Korea pure cowboy, brings together the world's top denim design elite, glow and feel the world's popular denim fashion, creative endless, soft and rigid, introverted highlight the noble temperament, gorgeous turned proud. Pure cowboy operation chain headquarters in China's clothing city - Humen in Dongguan, the company to develop Korean denim series based, the successful operation of "pure cowboy" brand. Now in the Chinese mainland to develop more than 3,000 stores, factories located in Zhongshan, Shenzhen, Guangzhou and other places with branches and companies.
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