New Attempt After "Internet Access" Clothing Enterprises New Experience Hall

In late September, on Xiangji Temple Road in Hangzhou, a 470 square meter clothing The experience hall is newly decorated and will soon reveal the true face of Mount Lushan. This is a new attempt by a garment enterprise in Hangzhou after it has "hit the net".

In the weak environment of the clothing industry, in addition to relying on the "e-commerce gene", many clothing enterprises in Hangzhou have begun to pay attention to the offline "retail gene". After a period of silence, popularity and calm, the O2O concept of e-commerce in the clothing industry is still trying to find a way to break the bottleneck.

Clothing enterprises "touch the net" to open a new experience hall

Its predecessor was Zhejiang Gewei Garments Co., Ltd. of Hangpai Women's Wear. At the beginning of March this year, Gewei changed its marketing model and launched online in Hangzhou, becoming a clothing e-commerce enterprise. The enterprise has absorbed more than ten brands such as Jiansuo, JSO, coach, cheapmonday, pointer and ontour, with a monthly turnover of more than 10 million yuan.

"Today, we not only 'deal' with online shoppers, franchisees, and e-commerce in the clothing industry, but also want to achieve a social experience with offline consumers." Song Weijun, vice president of strategy of Zhejiang Gewei Technology Co., Ltd., revealed that learning from the car club, club, party, club and other forms of communication that young people are willing to accept, Only then did I think of using "making friends" to define the "social attribute" of clothing. "At present, Jinhua, Yiwu, Lin'an, Wenzhou, Jiangyin and other cities have opened hundreds of square meters of experience halls first."

In the eyes of online shoppers, when buying clothes, they pay attention to fabric, comfort and fit, and even need to experience the beauty of the upper body of the clothes. "It's obviously not enough just to look at the detailed drawings." Song Weijun said, "Our idea is to let customers come to the physical store to sample clothes by opening an experience hall. At the same time, customers coming to the experience hall may also become friends."

It is understood that the enterprise has set up logistics distribution, after-sales service, operation promotion and other centers. "The online price of the same product is consistent with the physical price. For offline physical stores, Price It has become uncompetitive, and service has become a new competitiveness. " Song Weijun admitted that he is still in the "money burning stage", but compared with the traditional B2C service, he is still optimistic about the O2O model involving consumers, suppliers, distributors and dealers.

"Our short-term goal is to 'lead' offline customers to online."

O2O mode is "visible" in the clothing industry

Combining offline business opportunities with the Internet and making the Internet the O2O (online to offline online to offline) model of offline trading front desk sounds fashionable, but it is not a new concept. It is understood that a series of ticketing websites and the most popular group buying websites in recent two years belong to this field.

At the beginning of this year, many insiders described O2O as "another peak of e-commerce in 2012". Industry insiders have said that unlike the traditional B2C model, O2O combines offline business opportunities with the Internet to make the Internet the front desk for offline transactions. In this way, offline services can attract customers online, consumers can screen services online, and transactions can be settled online, which will soon reach scale. The most important thing is that the promotion effect can be checked and every transaction can be tracked.

In this regard, Cao Lei, director of China E-Commerce Research Center, said in an interview with our reporter that from the perspective of theory, the current situation of the clothing industry and mode analysis, "online and offline interaction of O2O mode will be more reliable than online selling."

Cao Lei, for example, except Clothing industry Gewei.com, like Yintai, the first offline O2O physical store in the department store industry, "I'mYintai Famous Product Collection Store", has entered Hangzhou in early June. "This purported to be the first offline e-commerce experience store of famous department stores in China, which is actually a useful exploration." Cao Lei said, "Compared with the past, there are still many new attempts in the O2O model. The previous websites involved in the clothing field, such as Tmall, Fanke, Jingdong Mall, Banggou, are more or less weakening and suppressing the traditional offline sales model."