Fashion Brand Independent Electricity Supplier Trend: O2O Mode

Just as some people say that in twenty-first Century, either e-commerce or business is not available, e-commerce has changed all aspects of human society as a structural concept and technology.

The clothing industry is the most perceiving market and consumer. industry The use of electronic commerce has become inevitable. However, how to adopt appropriate e-commerce mode for clothing enterprises needs to be explored. There is no successful e-commerce mode to learn from. The basic models are: the flagship store (Taobao, pat, Dangdang) on the platform, such as Luo Meng, Shan Shan, and autonomous electricity supplier. Red bean ), platform + autonomous electricity supplier (at the same time, the above two modes), and the composite mode represented by reporting birds. (besides Taobao flagship store, there is also a happy bird net integration mall).

　 The clothing brand electric business is in the initial stage.

Overall, clothing Brand electric business is still in its infancy. First of all, many brands adopt the electricity supplier mode instead of the initiative brand strategy behavior. Secondly, they only regard the online shopping mall as an online product display. Few know that e-commerce is an important part of brand building and brand building. It is a blind eye to brand image promotion, marketing activities planning organization, consumer communication and maintenance functions. Also, the operation is weak or incapable: buy a domain name, rent a little space, put the product picture on it, no features, no concessions, no professional maintenance, development, promotion operation team or mechanism, a few chicken ribs. For consumers, the most important service and experience is the biggest criticism, and this can be felt in Taobao's "evaluation details".

　　 Fashion brand new mode of electricity supplier: O2O

If the clothing brand attracts and touchs customers through the network platform, and then attracts them to the physical stores through some preferential activities or unique services, can it enhance or enrich the value of the network platform and combine the sales of the physical stores to achieve sales? Actually, this consumption mode has already appeared. It has long been nothing new in foreign countries. In 2006, Wal-Mart Store Inc put forward the "Site to Store" B2C strategy (through B2C to complete the collection of orders and online payment, and customers to more than 4000 chain stores to pick up goods, greatly reducing the operation, logistics costs and POS card queuing time, and upgrading the associated sales within the store).

Until today, it has become the O2O mode. O2O (online to offline), that is, the online to offline, the core of this mode is to bring online consumers to the real stores, first to pay online payment of goods and services under the purchase line, and then to enjoy services on the line. Li Kaifu once said: "if you do not know O2O, but at least know group buying, but group buying is just the tip of iceberg, just the first step." The O2O mode pursues the consumption mode of "online payment + physical store consumption", that is, when consumers complete the payment online, they use consumer vouchers to go to the physical store consumption. The specific operation mode is mainly shown in coupons, group buying and hotel reservation. At present, O2O group is the most familiar group buying network. Most of group buying websites adopt the mode of "electronic market + store consumption", and consumers place orders on the Internet and complete payment, get very favourable orders consumption certificates, and then go to the physical store to consume. So many people think that the O2O era may be more suitable for the "service consumer industry" without physical products, such as hairdressing, hairdressing or catering. This is not the case. The "Street Library Network" which was launched in October 2011 is actually an integrated platform for O2O business community-based. The "Street Library" is mainly based on online payment of members, offline shop experience consumption, and relying on two-dimensional code recognition technology applied to all the ground alliance merchants, locking the consumption terminal, opening up the consumer channel, and maximizing the business mode of seamless connection between information and physical objects, online and offline, entity stores and physical stores. There is also a custom menswear website called J.Hilburn, which employs a fashion consultant direct selling team of about 1000 people. These people will make appointments with their customers to visit and help them measure their sizes, provide clothing style suggestions, and so on, and customers can wait for the customized clothing and receive orders from J.Hilburn through the website.

It is not hard to see that O2O emphasizes "experiential consumption in store", while previous e-commerce emphasizes "online consumption", and the relationship between traditional business and the former is mutually beneficial cooperation, and the latter is interest competition. This will also stimulate the acceptance of traditional business to this model. However, the O2O mode of clothing industry is still a loose mode of cooperation between the platform electric providers and the offline stores. Therefore, if there are hundreds of stores or even thousands of franchised store brands in the whole country, the introduction of "O2O mode" is undoubtedly a good choice. Moreover, compared with the "class Street Library Network", the independent e-commerce providers of clothing brands adopt the "O2O mode", which will maximize the development and expansion. The clothing brand independent electricity supplier O2O mode is a three-dimensional concept of the whole space electricity supplier. It abandons the simple electricity supplier that is the routine of online shopping, and avoids similar group buying or only service product can use the barrier of O2O mode.

Clothing brand electric business O2O: practice exploration

It is difficult to say that it is easy to do, especially when the traditional clothing brands are crossing the river by feeling the way of the electricity supplier. First of all, clothing O2O is the integration behavior of brand strategy in the new era. We should attach great importance to it, set up an independent garment business strategy team, and formulate the strategic steps of e-commerce. Secondly, on the choice of network platform, we should combine the platform with the autonomous electricity supplier in the early stage. Because in the early days, through the operation and promotion of platforms (such as Taobao), it can familiarise and master the operation of the entire O2O mode, accumulate customer data and data, accumulate the foundation and discover the malpractice for the formal operation, and finally, establish and improve the background system. We use on-line custom CRM software (CRM) and Invoicing software to master and manage huge customer information, manage the whole circulation information of the product and establish an outsourcing call center system. For example, choose the new mode of "e-business + call center" which has been improved, and set up a sales platform with powerful functions such as call center, logistics distribution system, financial system, supply chain management system and online marketing system.

O2O promotion can adopt cross promotion: the online store stores disseminate the concept and advantages of O2O mode by means of traditional printed matter and membership card. Let consumers know the latest brand information in a timely fashion, and get bonus and bonus points. Online promotion and promotion of new product information, product discount information and brand culture, online and offline cross promotion; develop mobile clients, pay attention to mobile internet terminal channels. At present, Taobao, Dangdang, van guest, Mcglaughlin and other clothing websites have already laid out the mobile client strategy, not only on the WAP version, but also on the mobile client application, directly occupying the user's mobile interface. In the autonomous electricity supplier, Metersbonwe's "state purchase mall" launched the "bang shopping mall" mobile version in August 2011.

In addition, when the clothing brand develops its own O2O mode, how can it compete with Taobao, Jingdong and so on? The difference between clothing brand independent e-commerce providers and platform electricity suppliers can be considered from two aspects: first, maintain differentiation between consumers and products. The product of autonomous electric business is a series of deep product lines for a group of consumers, and the platform electricity supplier is a large and whole shopping mall. Usually the consumers who visit the platform electricity providers are mostly consumers who have no intention to purchase or look for discount habits. However, the consumers of the O2O platform are mostly consumers of physical stores or consumers who have more appeals. The two is to use services as a competitive strategy. In order to pursue speed and sales volume, platform providers usually can not provide perfect services, most of them are fast for radish. In addition to the impact of the third party logistics, service has always been the short board of the platform. The O2O platform of independent electric business can attract consumers who need higher consumption experience through the help of the nationwide stores and online and offline two-way service mode, and can also attract consumers who are suffering from "service aversion" and "experience dissatisfaction" on the platform.

Conclusion: the O2O mode of clothing brand independent electricity supplier may be more successful or more effective for enterprises with many chain stores, direct outlets, high-end members and high level of terminal services across the country. Of course, there may be other updated concepts or patterns. But for clothing brands, the O2O mode of e-commerce is a part of the brand development strategy in the digital age, and if it can not recognize this, it will remain indifferent. Then, this backward and old knowledge is very likely to turn the clothing brand out of the times.