Jinjiang Enterprises Develop O2O, Traditional Shoes And Clothes Try New Models.

Recently,

X, a leading sports company, is developing a window. When consumers pass through this window, the company's store will automatically push information to the online mobile platform of consumers, and send a purchase interface. Consumers can buy goods online and pick up goods at any time and anywhere.

Coincidentally, a well-known clothing brand in Jinjiang is working to create a "commodity trading platform" under the online and offline "online and offline" linkage.

In the industry view, "

Behind the competition, the competition is still traditional, such as service, brand and product.

Try "O2O"

"O2O", that is, "Online To Offline", will combine the opportunities of offline business with the Internet, making the Internet the front desk for offline pactions.

So offline services can come online to attract consumers, and consumers can pick up services online.

"The core of the O2O model is very simple, that is, to bring online consumers to the real stores, pay online customers, and then extract goods and enjoy services on line."

Mr. Xu, head of X, believes that the "O2O" mode is a business model that integrates online virtual economy with offline store operation.

It is understood that many domestic e-commerce enterprises are beginning to adopt this model.

Not long ago, Tmall announced the official launch of Tmall's love story outside the city.

And the "O2O" mode of online display and offline experience adopted by Tmall is to cater for the new mode created by online consumers to meet the needs of furniture, building materials and other products, such as "seeing for real" and "personal contact". Through the seamless docking and integration of online shopping, offline experience and one-stop delivery service, consumers are provided with a price discount, convenient order and a good service experience.

"The biggest difference between O2O and traditional electricity supplier B2C and C2C lies in: B2C, C2C is to plug the goods you purchased into the box and send them to you through the logistics company, while O2O is online payment, purchase the goods and services under the line, and then enjoy the service on the line.

The middle logistics cost can be saved a lot. "

Mr. Xu told reporters.

In fact, the "O2O" model is not only a group buying enterprise, but also a traditional shoe and clothing enterprise in Jinjiang, which is groping for the "O2O" mode in the process of "touching the net".

"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."

Mr. Xu told reporters that from another point of view of the market, online and offline integration, traditional shoes and clothing enterprises can take advantage of their own physical stores to increase consumer shopping experience.

"Of course, this is a very direct blow to the pure network brand."

What is interesting is that a well-known clothing brand in Jinjiang, which is headquartered in Jin Jing, has recently "acted frequently", and it also seems to confirm Mr. Xu's statement.

It is reported that the brand is starting to create a "commodity trading platform" to get through online and offline, to achieve "O2O" online and offline linkage.

It is understood that through this platform, offline agents can issue redundant goods to the online, consumers can buy online, and experience and take delivery of goods in many physical stores under the line.

To this end, the brand also set up online and offline membership database, entity shops and online stores will complement each other, and use the Internet to extend the richness of the physical store.

Testing the "three skills" of enterprises

According to the insiders, the "O2O" mode requires that enterprises have enough resources under the line and can cover a wide range of areas, so that consumers can achieve near consumption and enjoy perfect after-sale services.

Generally speaking, the brand of shoes and clothing, such as Anta and XTEP, which has more offline stores, has advantage in adopting the "O2O" mode.

The key to O2O mode is to find consumers from the Internet and then bring them to the real store.

For consumers, it is also a "discovery" mechanism, through the network to find the required products, and then buy offline.

In Mr. Xu's view, X company has many physical stores in the whole country. The "O2O" business mode has allowed enterprises to return to the "three spelling" stage of "fight service", "spell the brand" and "spell products".

In fact, in terms of traditional shoes and clothing enterprises, the "O2O" mode is more like a payment mode and a combination of business models to create traffic for each entity store.

Further, this mode is biased towards the offline, which is more conducive to consumers, enabling consumers to achieve a comparison of commodity prices and achieve pparency in shopping.

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According to Mr. Xu, before the implementation of the "O2O" mode of X company, there were many traditional enterprises involved in the "O2O" mode of operation of the electricity supplier, but it ended in nothing.

"Many enterprises experience the lack and imperfection of some services under the line, thus giving consumers a very poor user experience, which can not produce repeat purchase and repeat consumption.

So many brands, products, services are not perfect traditional enterprise "tounet" to carry out "O2O" is very embarrassing.

Mr. Xu told reporters this.

In the industry view, "O2O" needs to solve the problem of word-of-mouth communication among users, which requires more companies to improve their services, brands and products.

Mr. Zhang, a senior manager of a traditional footwear enterprise in Jinjiang, told reporters that "O2O" has achieved some good results in some areas, but we will not try it now. We also need to further improve our products and services.

For now, blind attempts to 'O2O' will only damage our brand.

Expert:

We should go through the "flow".

"O2O" is often read by some people as zero to zero, which reminds me of the first time that the national foot broke through into the world cup for the first time, and finally came back when it came to nothing. We lamented with regret that the breakthrough of zero broke through to zero.

For the "O2O" mode, Xu Hansheng, a famous marketing expert, quipped in an interview.

In his view, the traditional shoes and clothing operation "O2O" is worth looking forward to, but it also has some urgent problems.

If these problems are not solved, the "O2O" mode is likely to be a drain on the water.

"There is no traffic on the line, and offline production is unlikely to produce productivity." O2O "is an e-commerce mode, so the first problem is traffic.

Xu Hansheng said that the traditional shoes and clothing enterprises that operate the "O2O" business model must first step through the "flow" of online consumers.

"No online traffic, naturally no sales, how to let consumers remember your brand?" Xu Hansheng worry, this is likely to let enterprises fall into the "burn money" mode, online shopping.

To this end, Xu Hansheng said that the traditional shoes and clothing enterprises in the field of electricity supplier operation "O2O" mode, marketing strategy needs careful consideration.

"It is best to conduct integrated pmission under the line and avoid the problem of high cost of brand promotion in the e-commerce industry at present."

In the view of Liu Meng, an electricity supplier observer, the "O2O" mode has the advantage of playing the role of data and grasping the consumer psychology in depth.

"An insuperable defect in physical store pactions is that it is difficult to collect and analyze consumer data.

"O2O" mode, because consumers are required to pay online, payment information has become a valuable resource for enterprises to dig out personalized information of consumers.

Mastering consumer data can greatly enhance the maintenance and marketing effect of old customers.

Liu Meng said that by analyzing online data, traditional enterprises can also find clues for new customers, anticipate and even control the flow of passengers under the control line.

"For this reason, the integration of online and offline resources is the key, of course, this requires strong information system support, and may also lead to a dramatic increase in the cost of information management in traditional shoes and clothing enterprises."

Liu Meng said, "the O2O model looks beautiful, but it also contains certain risks. Enterprises should consider the costs and benefits comprehensively."