JD.com Milk Tea Shop iqiyi Cafe Internet companies have opened stores offline

Zhongguancun is very lively these two days. Yesterday just ushered in Prime Minister Li Keqiang, "Zhongguancun" share price all the way up 7.4%, yesterday Liu Qiangdong and milk tea sister came to "show love" gathered a lot of popularity.

Located in Zhongguancun Entrepreneurship Street, "JD+ Intelligent Milk Tea House" officially opened yesterday. Liu Qiangdong and milk tea sister appeared at the opening site together, staged a real-life version of "I want to contract the whole milk tea shop for you".

However, if you put aside the gossip and take a closer look at the milk teahouse, you will find that it not only provides traditional food services such as milk tea and coffee, but also adds some intelligent hardware products of the JD+ platform.

With the development of product crowdfunding and equity crowdfunding in JD.com 's financial business, it will also serve as an entrepreneurial incubator.

In fact, there are not a few companies that set up offline stores in the Internet circle, but are these stores really different from other stores? How are you doing?

1. Taobao love bee tide: failed to try the water and try again.

Taobao tried to go from online to offline as early as four years ago.

In May 2011, Taobao Mall Aifengchao Home experience Museum opened in Beijing, claiming to achieve seamless docking of online sales of household building materials, offline experience and one-stop delivery installation for the first time.

However, the good times did not last long. Only eight months after opening, Sihui store closed down for reasons such as hasty site selection, inconvenient transportation, high operating costs, insufficient number of brands and so on. The test of the water ended in failure.

In March 2012, Tmall Aifengchao moved to the outer city home square on the South fourth Ring Road, which is located on the subway Yizhuang line. All the goods in the museum skipped the dealers, all were directly operated by manufacturers, and the prices were synchronized with Tmall online.

Although the combination of online and offline is good, some merchants have revealed that some brands already have specialty stores outside the city, but now they re-open stores in Aifeng tide, losing the characteristics of online offline experience stores. What's more, Aifeng Chao charges higher rents and sales promotions than some traditional stores.

2. Iqiyi Cafe: watch the plot online and watch the stars offline

Iqiyi opened his coffee shop to Sanlitun, the famous place in Beijing. The first floor is open to the public, while the second floor will hold some iqiyi's own activities. Employees can also clock in here when they come to do business here, and the manager of the coffee shop is iqiyi's own employee.

Iqiyi is more like the stronghold of thematic marketing activities than catering.

After the broadcast of "you from the Stars", iqiyi not only put up a large billboard with the theme of Professor du in Zhongguancun, but also transformed the cafe into a "Star" theme, offered beer and fried chicken packages, and organized simultaneous live viewing meetings.

Iqiyi then adopted a similar marketing strategy for the solo drama "Love apartment 4" and "Sharp Benevolent Master". The promotion in the coffee shop made the brand from cold online to tangible.

3. Jiayuan matchmaker shop in the century

Since 2012, Jiayuan has shifted its focus of matchmaking business to offline. By the end of last year, Jiayuan's offline store had reached 78, which could be found in 59 large and medium-sized cities.

Beijing has also specially opened the first "dating bar" for single young white-collar workers, as a supplement to the existing one-on-one matchmaker business.

In fact, a single person is very lonely on a dating website. In most cases, when you ask a single person what kind of person he really likes, he often thinks for a long time and doesn't know how to answer. Dating is more accurate and personalized, and the matching rate can be greatly increased.

Matchmaking is a traditional industry that has existed for thousands of years. In fact, the most important resource in this industry is how many single men and women the matchmaker has. Jiayuan's advantage of opening a store also lies here-bridging the information gap. All offline matchmaker stores share a pool of member resources.

4. Jumei: trial only, not for sale

After opening the first experience store on Qianmen Street in Beijing at the beginning of last year, Jumei's second offline store opened to Wangfujing this year.

In addition to displaying products, the offline store can also provide services such as beauty and care, and the biggest feature is the introduction of goods from Jumei's cross-border business, extremely fast duty-free shop, as a physical display and trial.

Compared with the offline stores of other Internet companies, Jumei is more about publicity and user experience. Therefore, from the store design, showcase props, experience mode and decoration style are based on this.

Because offline does not sell products, only for experience, consumers can only buy online after trying out goods in the store. Although this model is a bit contrary to common sense, it is really full of Internet flavor.

If it is only the pursuit of publicity and promotion without seeking profit, Jumei's move also has its own characteristics.

5. Sing: KTV has no food and no big room.

At the end of last year, Songba Investment holding Maisong launched a new KTV brand. Since it focuses on the concept of O2O, it will naturally be different. There is no food, luxury decoration, there is no luxury large private rooms, instead focusing on the small and refined mini mode.

The KTV of the singing bar has only about 20 rooms per store, pursuing a high room exchange rate. Traditional KTV has a very serious deficiency: it is not good at self-marketing and promotion, while singing Maxon KTV has to do is to socialize online fans to offline.

What is more interesting is that in the singing bar KTV, you can achieve a very interesting social singing interaction by interacting with the singing bar APP.

For example, in the same store, you can get to know users who have logged in within a week, check their profile and send them friend invitations. Every song sung by the user can be automatically recorded and uploaded to the sing bar APP.

Internet companies to open stores offline, actually do two things: to take advantage of the advantages to subvert, or to provide online can not be satisfied with the actual experience. One is the part that the traditional industry lacks, and the other is its own biggest deficiency. JD.com 's milk tea shop doesn't just drink milk tea.

From: Tencent Technology

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