Collective Internet access to old "hardware and soil" money hard earned

When e-commerce comes sweeping through from us, many of the time-honored brands have also been inspired. Instead of faced with “dismal operation” and “self-destruction”, it is better to integrate resources, organize online shopping malls, broaden the sales channels of old-name products, and expand the scope of consumption. Hierarchy, so that the old name regained "new students" on the Internet.

However, it turns out that not all old brands are suitable for online survival, and some have been connected to the Internet for many years. They are still "accustomed to disregard for the environment." Even online and offline businesses are far from business. The online store business is only one percent of physical stores.

The hundred-year brand-name scissors sold only a dozen middle-aged and old-aged customers, but they did not go online. In an online store selling branded knives and scissors, there were Zhang Xiaoquan, an old Shanghai brand, the old Chinese name Wang Dalong, and even Taiwan's famous knives and other scissors. In the top rankings of sales, Shanghai Zhang Xiaoquan is ranked first in sales. The treasurer told the author, “Zhang Xiaoquan is after all a hundred-year-old brand name, the reputation is bigger than other brands, so sales are slightly better.”

However, when it comes to sales, the shopkeeper sighed. "Actually, not all old brands are suitable for sale on the Internet. Like Zhang Xiaoquan, the brand's knives and scissors are sold better in the knives and scissors, and they are sold every month. The reason for this is that the time-honored brand is of good quality and durability, so the frequency of consumer replacement is not high, and most of the people who use the Internet are young people. Most families with parents and children who use household chores to use knives and scissors are medium-sized. The elderly, the middle-aged and the elderly will not be online shopping, business is much worse than the store.

The treasurer told the author that they also thought of a lot of ways to increase sales, such as discounts. In general, each knife costs 6 to 8 percent off the original price, and some even sell at a wholesale price. “No way, the network sales competition is too fierce. We can only earn small profits and sell more and earn some popularity.”

In the treasurer “Mining Industry and Trade” store, the author found that Zhang Xiaoquan’s scissors sold only 3 in 30 days, and the treasurer even more frankly, the average monthly sales of Zhang Xiaoquan’s scissors in his online shop was only 1,000 yuan. Around, the main profit comes from the sales of other health products in the store.

Faced with the practice of group-name collective opening of online stores, Professor Gu Xiaoming from Fudan University questioned, “The downturn in the old brand name has become an indisputable fact. The time-honored consumer groups mainly stay in crowds over 40. Many young people do not know. If now is the era of the Internet, these old-name products will be pulled online and sold all over the place. The combination of good sales and bad sales is actually a retrogression to the era of planned economy."

Professor Su Yong, director of the Department of Corporate Management at Fudan University, believes that some young people now open stores on online sales and sell old-time products. This is in fact the brand value of the time-honored brand. In other words, it is driven by interest. After all, creating a new brand or running an unknown brand is not as famous as the time-honored brand. At the same time, he pointed out that the time-honored brand is not an inability to engage in e-commerce, but the road is still very long. What needs to be done is to cultivate e-commerce professionals, adjust the organizational structure, and change marketing methods.