O2O Mode Into The Public Eye, Hot Line Marketing Under The Shoe Line

"Tired of shopping at the weekend, ordering a cup of coffee with your cell phone and paying for it. When you arrive at the coffee shop, you can see that the cup of coffee you have set is ready."

With the popularity of group buying, O2O has come to everyone's attention.

This "online offline" marketing mode has made the connection between information and physical objects, online and offline become more and more close, so that e-commerce has entered a new stage.

At the same time, it brings new opportunities to the e-commerce of traditional shoes and clothing enterprises.

According to statistics, in the first half of 2011, the overall scale of e-commerce pactions in China amounted to 3 trillion and 200 billion yuan, and the total network consumption reached 473 billion 400 million yuan, representing an increase of 48.8% over the whole year in 2010.

According to the forecast of irey, the total scale of e-commerce will reach 13 trillion and 900 billion yuan by 2013, with an average annual compound growth rate of 42.6%, and the growth rate will increase year by year.

In the development process of e-commerce, one of the emerging models has entered the eyes of consumers. O2O is one of them.

Literally, O2O (Online 2 Offline) is from online to offline. The core of this model is 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.

Impact on pure network shoes and clothing brand

The core of O2O lies in online and offline interaction.

Most of the brand shoe companies have already opened their official website, official flagship store or other forms of e-commerce, and online channels and windows have been unblocked.

Not to mention the offline channels. After years of deep ploughing, there must be quite a lot of resources in hand.

However, under the traditional mode of B2C and C2C, the brand of shoes and clothing, which is used to "ground warfare", is not on the line, but it is not a record of success.

For traditional shoes and clothing enterprises, the O2O mode is one of the ways to solve the conflict between offline stores and online e-commerce channels.

In addition, from the perspective of another market, online and offline integration, traditional shoes and clothing enterprises can take advantage of their own physical store advantages to increase consumers' shopping experience, which is a direct blow to pure online brands.

In addition, the huge resultant force generated after the online and offline linkage will not only plague the whole shoe and clothing industry, but also track every paction, which will greatly improve the accuracy and marketability of product development.

Service or key to O2O mode survival

The advantage of O2O mode is to satisfy consumers' psychology of nearby consumption, because nearby consumption makes people feel secure. However, consumers' questioning voices of O2O are endless, mainly from two aspects, first of all, the common problem of online shopping consumption.

Unlike physical goods, when consumers pay for services in advance, once the quality is lower than expected or even very poor, consumers can only bear it because they can not "return" and complain most.

Most people have experienced the dilemma of "before paying is God before payment, but not after payment" in the service industry.

The biggest difference from traditional e-commerce is that O2O itself has no logistics distribution and product quality. The biggest challenge comes from the degree of recognition of consumers to offline service entities.

There are many uncertain factors in the service industry. Therefore, how to guarantee the consistency between online description and offline service will be the most lethal factor affecting its rapid development.

Therefore, for tradition

The premise of using O2O mode is to integrate online and offline fully, not only with price advantages, but also with service advantages, because only a complete set of service concepts can make consumers more interested in O2O mode.

The positive interaction may become a problem that policymakers must face.

Otherwise, I am afraid that I will turn around in the strange circle after "one recruit, recruit and recruit", and when the opponent establishes absolute superiority, he will leave himself with the background of being sad when he is out.