Break The Traditional Brand Of "Net Curse" &Nbsp; October Mommy Test Water Otoo Mode.

With the Amoy brand and some medium and small clothes

Can traditional enterprises touch the net with "bad contact", "fish" and "bear paws" can not have both?

Reporters learned in the interview that in recent years there have been a number of traditional clothing brands to test the water business, but with the electricity supplier origin "brand", rocket cannon sometimes beat millet plus rifle.

On the one hand, it is a huge offline resource. On the other hand, it is a dismal online sale and bottomless capital investment. In recent years, some traditional enterprises of "touches" have encountered Waterloo, and they have lost their way in the "hard bone" of the electronic commerce which is fragrant but hard to gnaw.

From the collapse of big warehouses to state buying, I ended up with a call from COFCO to buy Lining.

According to the analysis of the industry, some famous traditional enterprises have invested heavily in the business of electronic commerce, but they are very rare. They can not match their online status. This is one of the reasons leading to their "delisting".

There are still some traditional enterprises that are struggling to sustain themselves. Although they have made brilliant achievements online, they are earning huge profits from the loss line.

Some traditional enterprises once the network sales up, will directly affect the sales of stores, causing agents complain incessantly.

How to improve the survival rate in traditional industries is a dilemma between fish and bear's paw.

The same is the case of traditional clothing enterprises, but the situation of October mom is just the opposite. In the first month, the electricity business was only 28 thousand yuan, and then increased by 100% every month. It was 5 million in September.

Depth analysis: breaking the bottleneck and overstepping the embarrassment of "uneven" on the line

Compared with the professional electricity supplier, like many traditional businesses do not dare to burn the money, the traffic of most of the shops is still from the ground brand power.

Nowadays, "traffic" has become a resource. Whoever wins the traffic can become the winner of the electricity supplier, and the traffic needs to be paid for. All kinds of marketing tools such as "through-train" in Taobao are all leading the flow to the online shop. Of course, it includes the keyword advertisement on the expensive search engine, and several large professional electric business key words advertising is basically in the monthly $4 to 5 million, which in fact determines that the electricity supplier is hard to make money, and most of the electricity suppliers are losing money in making money.

There is little advertising on the Internet, but the brand power from the ground promotes online traffic.

There is a phenomenon that in early 2011, the home page advertising resources of sina, Sohu and several other portals and Beijing, Shanghai, Guangzhou, Shenzhen and other cities car body, subway advertising and distribution of advertising prices increased significantly, but also frequent emergency. The portals of several portals are "want to buy can not buy".

In these overwhelming collection of networks, handshake nets and other business new subway.

In this year's Taobao annual "double eleven", the first time to participate in the "double eleven" big promotion of October mom's achievements: occupy 98% of pregnant women's products including pregnancy, confinement and other related products.

One of the key tactics of cyber warfare is to get rid of the logistics clearance, and to compete against the clock "logistics gold 24 hours", that is, the goods within 24 hours will be sent out at the first time, but once the goods are hoarded, they will stay for several days.

The logistics of October mom is also worth noting in the "double eleven". It has become the first main venue of Taobao mall.

According to Zheng Meng, director of Business Administration of October October, in order to prepare for this year's "double eleven" festival, the company team began preparations for two or three months ago.

It even divided all the members into command, combat troops and logistics support department. On the night of "double eleven", the company was very busy. At the gate of the company, 4 "special couriers" kept at the door, ready to take orders.

The leaders of the Department are closer to the battlefield and torn to the "hand cramp".

After a period of exploration, Zhao Pu, chairman of October 10, said that they had initially understood the "network survival principle", and thus formed a set of strategic thinking on the development of online and offline industries.

Zhao Pu analysis said that the reason why October Mommy can develop online and offline is different from the business models of most traditional enterprises.

"We have five hundred or six hundred stores, but franchisees only account for 30% of our total sales, and our headquarters has strong management and control capabilities.

"

In view of the great impact of traditional enterprises on the electricity supplier, Zhao Pu said that the product that was taken by the company was completely different from that of the production line, and the design team of the production team was also separated. Besides, the online sales were all functional clothing.

Way out: test the water O to O new mode, explore the new mode of electricity supplier development

In order to better develop the business of electronic commerce, from October this year, October Mommy began to test the "O to O" (on-line to off-line), online and offline combined marketing mode, such as online.

"In the future, we will strengthen this network customer line experience mode.

"According to Zhao Pu, they are preparing a big brand to integrate the brand names of pregnant women, such as month meal, pregnant woman photo and postpartum weight loss.

This is just like a small boat being boarded by an aircraft carrier to form a big industry of mother and infant.

In the experience shop, pregnant mothers can print coupons for all kinds of maternity services, play App games for future children, and learn about the latest maternity dress styles.

Zhao Pu analysis said that now many pregnant women related businesses do not have stores, and their own strength is also difficult to make bigger and stronger, but if we build a platform to integrate together, then we can "flourish and flourish."

It is revealed that Mama has been looking for a pregnant woman's club to build a pregnant woman's club and become a place for pregnant mothers to eat, drink, exchange and communicate with children, and to strengthen their ground experience.

However, Zhao Pu said that for now, the O to O mode is the new mode that just started this year. In the future, they will still follow the three in one mode of "traditional store + business +O to O" mode, and develop in different ways.

The reporter understands that as the maternity dress industry's oldest woman, now has 20% of the market share. According to the European and American pregnancy brand first brand occupies 50% market share, the target of the next market will be 50%. Maybe this will depend on the integration of traditional stores + +O to O mode three in one.