Diamond network sales experience

Diamond network sales experience

Diamond network sales experience Online sales seem to be an important way of future business behavior, then the diamond industry can take the road to e-commerce? The unit price of a single product in the diamond industry is still tens of thousands, and the average unit price is 4-5 thousand. This is inconsistent with the current e-commerce shopping environment where the unit price of a few hundred customers is mainstream, making it difficult for diamond online shopping customers to make purchase decisions. Paying various problems stand out. Therefore, in order to solve the problem of customer trust, it is necessary to open an experience store to eliminate customer's doubts about products and brands through the customer's actual experience. The traditional method of opening a store requires a huge investment. In order to save the enormous expenses of opening a store in the traditional way, And choose to open a shop in the office.

The debate over “cement + mouse” has started between Diamond Birds and Davini’s two oldest diamond network brands. Do diamond network brands need to open physical stores? Today, both parties to the dispute have each insisted on their own choices and positions. Diamond Bird opened an experience shop in 12 large, medium and small cities across the country. Davini insisted on the pure “Blue Nile” model as usual, and had never been involved in the line inspection shop.

The only difference is that the speed of the ups and downs of the Cymbidium diamonds exceeds the speed of the diamond bird's shop, and it rushes in front of the opening experience shop. From the official opening of the first Beijing flagship store in 2008, Gaolan Diamonds has opened physical experience stores in 24 cities across the country. In 2011 alone, it opened 15 stores, with a single store monthly sales of 10 million, of which 70%. Sales through the online booking, offline experience payment, sales in 2011 nearly 600 million.

At the same time, diamond network brands such as Aidu Diamonds and Zocai have also opened their own physical experience stores. Although the number of stores is far less than the Gaolan Diamonds and Diamond Birds, the models are roughly the same. It is understood that, overall, sales of diamond network brand online stores accounted for the bulk of its total sales, with about 80% of diamond birds and 70% of sales of diamonds being paid off online. Diamonds have thus become the leading and most prosperous category of online brands from online to offline.

The establishment of an experience store not only enhances the trust of users, but also enhances service satisfaction. At the same time, logistics and payment are also eliminated. Since the original diamond network brand opened an experience shop to solve the problem of immature online shopping environment, its physical store is an experience shop with strong experience attributes, and it does not directly aim to sell products to shop-floor business users. This also formed a unique model of the online and offline brands of the diamond network: online marketing, which led online users to lead the online store to complete consumer and after-sales services. However, opening an experience store adds extra expenses for network promotion, that is to say, for network platform sales, it also faces double the cost. This seems to have a low-cost operating rules of e-commerce. For different models of development, it is the "mouse+cement model" with diamonds and Chinese characteristics that is more growth, or the blue Nile that is copied by Davini has more universal value. At present, it seems that it is impossible to draw conclusions. Only time can give. Answer.

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