Traditional Clothing Enterprises Try Water O2O

　　 Group buying mode is not equal to O2O

Up to now, the influence of e-commerce and the ability to change the whole retail market have been unquestionable. Its development level has almost reached the situation of "no electronic business" for a large number of garment enterprises.

Even so, this highly touted business model accounts for only 2%~3% of the total consumer market. That is to say, 97% of the service consumption is completed online. Even in the most developed e-commerce world, the proportion of offline consumption is still as high as 93%.

The essence of O2O's new business model is simply to bring online consumers to the real store -- online payment of goods and services under the purchase line, and then enjoy services on the line. Compared to the purchase of goods will be stuffed into the package through the logistics company to the consumer's B2C and C2C mode, O2O is online payment, buy goods and services under the line, and then enjoy the service on the line, combine offline business opportunities with the Internet, and let the Internet become the front line of offline transactions.

At present, the most easy way to draw an equal sign with the O2O mode is group buying mode. However, O2O mode and group buying still can not be fully equated.

"Business cooperation with O2O website is not simply publishing information. If a businessman simply releases information, it will not necessarily be recognized by users, because the information released by a businessman is still true after all, so it depends on the word of mouth of users.

The traditional comment network's comment mode is also one-way. O2O needs the interaction between businesses and consumers. O2O is not a new concept, but it is a new mode. It needs to solve the marketing problems that modern service practitioners can not solve, and also to solve the problem of asymmetric information between users and businesses, and to solve the problem of word-of-mouth communication among users. Yes, CEO, Cai Hu said. O2O is more about online shopping mall, group buying is a temporary promotion with low discount.

　　 Traditional clothing companies are activating O2O market

It's not just group buying. The concept of O2O, which was widely mentioned last year, is now being noticed by traditional clothing companies. These customary "ground battles" clothing brands are attracted to the new field that is being activated.

Becoming pregnant in subway advertising brand In the year after the launch of the company, the electricity business has reached a monthly turnover of tens of millions of yuan. In order to better develop the business of electronic commerce, since October 2011, October Mommy began to test the O2O mode of "online trading and offline picking". When online sale activities, the original price of 1500 yuan of maternity dress can be taken directly with the price of 400~500 yuan, customers can also directly experience the online shopping of pregnant women's clothing and enjoy the super value shopping experience.

However, in the face of the new O2O mode that just started in 2011, Zhao Pu, chairman of the October October chairman, said that the three in one mode of "traditional store + business +O2O" is still the most recognized practice at present. In view of the great impact of traditional enterprises on the electricity supplier, Zhao Pu said that the strategy adopted by October is that the products under the online and offline products are completely different. Even the production team design team is also separated. Besides, the online sales are all functional clothing, so that the online and offline separation will avoid the impact on the wired shop.

As the traditional clothing business predator's men's brand seven wolves, is also working to create a line under the line, for the majority of offline dealers "commodity trading platform".

In the traditional offline retail area, the seven wolf store has been sinking from the first tier cities to the two or three tier cities in recent years. Under these futures terminal management systems, there will be certain sales errors in each entity store. Replenishment or cargo loading is common.

Through this platform, offline agents can issue redundant goods, and the platform should gradually accomplish the functions of referee and dispatch. When the inventory information of offline dealers is released to the Internet, it helps the offline dealers to get through the commodity trading platform, and gradually make the offline dealers become the main source of the latter. In the past, only the eco dominated by direct shops will gradually withdraw, and online and offline will work together. {page_break}

In this process, through the control of the background system, we can also standardize the price system. In addition, the seven wolves will soon establish a "CRM brand ecological system" - the main completion of online and offline membership database to get through. By opening up the membership system and coordinating the headquarters integration mechanism, we can subsidize the scores on the offline line.

In this link, it is more important to complete the development of social media. E-commerce community is the main trend in the future. Now various socialized ways may become a new model in the future. For example, when you buy clothes, you can easily wind up. And when the feedback of commodities will be melted into large communities, all kinds of evaluations will be more authentic.

All these efforts and plans are aimed at achieving the ultimate goal of the seven wolves, namely, to achieve "O2O" online and offline linkage, which is also the ultimate goal of traditional enterprises to do e-commerce. Physical shops and online stores complement each other and extend the richness of physical stores with the Internet. Because the integration is interworking, it ensures the convenience and rights and interests of the offline, and improves the user experience. Online membership privileges can also be implemented online, enabling customers to enjoy the same services both offline and offline.

　　 O2O brings diversification of online shopping mode

Unlike group buying websites, the O2O mode that these traditional clothing companies operate has a relatively stable and stable service. Businesses provide their true and reliable information online to ensure that online information and offline business services are symmetrical, enabling consumers to have a better understanding and understanding of businesses. They will turn "one-off consumption" into an entrance to a loyal consumer.

Display the offline products and services, and provide the "booking consumption" for online payment. Consumer It not only broadens the choice but also selects the most desirable service through online comparison. But after all, O2O is also a kind of electricity supplier. His ultimate goal is to sell products or services.

The emergence of the concept of O2O has led many people to think that it will lead the e-commerce industry to the blue ocean and expand the direction of the development of e-commerce, from scale to diversification. However, the development and expansion of O2O also need to go beyond the three dimensions of integrity management, business qualification and innovation capability, and the quality of service is the top priority of O2O. It can be seen that its development remains to be tested.

On the whole, the essence of electronic commerce is "business". Whether B2B, C2C, B2C or O2O, whether integrated or vertical, each mode has its own market space and development advantages. In the future, the co-existence of multi models is the main trend of e-commerce and people's life and market economy.