Women'S Wear Brand Tries Wechat Shopping To Achieve O2O Through Wechat Shopping.

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< p > test water mobile providers, set up two-dimensional code in the physical terminal store -- < /p >

< p > < strong > women's clothing brand taste "WeChat shopping" < /strong > /p >

< p > a few days ago, Fujian Jinyuan "a" target= "_blank" href= "http://www.91se91.com/" > dress < /a > said that it had reached a cooperation agreement with Tencent WeChat platform for two months.

At present, the company gradually realizes online sales through WeChat's circle of friends.

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< p > in addition, "Gloria", lingzhi's ONLY, Vero Moda, Selected, Jack Jones, and Amoy brand "seven grid" try WeChat shopping.

Women's wear became the main force of the first test water mobile providers.

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< p > > strong > A store set up two-dimensional code through "WeChat shopping" to achieve O2O < /strong > /p >

< p > "based on the interactive functions of the original voice, expression and writing, a custom menu is added. Apart from editing a WeChat every day, friends circle can see the three menus of" shopping area "," brand area "and" personal center "through a custom menu, so as to achieve more convenient and deeper interaction.

Fujian Jinyuan Clothing Co., Ltd., the brand department responsible person, Tang Zhong Chuan introduces and demonstrates how to do WeChat shopping.

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< p > in the on-the-spot demonstration, the reporter saw that users can click directly into the shopping area to purchase products directly. There are many customized sub menus in the "brand area", such as "beautiful wardrobe, brand dynamics, < a target=" _blank "href=" http:// www.91se91.com/ "> designer < /a > quotations, etc. click any one will get the corresponding push message, users can achieve better interaction here; click on the" personal center "will enter the member center page of WeChat shopping, which can generate payment, receiving and ending orders.

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< p > "in order to attract more users, Jinyuan set up a" three dimensional code "in the terminal store. The user can join the circle of friends and purchase on WeChat if he sweeps away.

Tang Zhongchuan told reporters that starting WeChat shopping in addition to increasing marketing channels, more important is to pave the way for the company's electricity supplier to O2O (Online To Offline, soon to be offline business opportunities combined with the Internet).

"This month, Jinyuan will launch the O2O pilot store. By then, WeChat will play a key role in scanning the single part" a target= "_blank" href= "http://www.91se91.com/" clothing "/a" two-dimensional code.

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< p > WeChat shopping is favored by consumers? Reporters interviewed consumers Ms. Chen randomly.

She said that when visiting a store, she sometimes hesitated about a a target= "_blank" href= "http://www.91se91.com/" > clothes < /a. If she did not know whether to buy or not, she might have to go for several shops and see more styles before deciding.

But many times, after visiting a number of stores, I want to go back to buy the style I saw before, but I may forget that I have seen the specific location of the shop just now, and may have gone too far, so I am too lazy to go back again.

"At this time, if you can really place orders online through WeChat,"

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< p > Tang Zhongchuan introduced, "when consumers hesitate in the shop, they can first sweep the two-dimensional code of the clothes that they may buy. At this time, the shopping interface of the dress is in WeChat shopping, and when it is decided to purchase, it can click on WeChat directly.

Conversely, it will not have any effect without buying. "

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< p > industry insiders say that with the gradual establishment of the online and offline linkage mode, a large number of members will start to diversify the shopping end of the mobile terminal +PC end through the mobile client. The sooner the retailers and branding providers of the mobile Internet will embrace the mobile Internet, the sooner it will be.

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< p > < strong > B women's wear or low price quick sale goods are more suitable for WeChat promotion < /strong > /p >

Consumers with the same mentality as Ms. P are not in the minority.

Almost all of these consumers use WeChat.

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< p > industry insiders say that WeChat is a point to point marketing. It is a brand WeChat public number which is independently paid attention to by users. The users have a certain degree of awareness of the brand. For these users, directional push content will certainly have high conversion rate. Therefore, enterprises can directly push the information they need to convey to potential users through WeChat, so as to achieve precise marketing.

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< p > related reports show that during the middle period of 2013, many household electrical appliances were drying out "one record". One of the data was particularly noticeable: on the same day in June 18th, the order volume of suning.com mobile clients increased by 800% over the same period last year, an increase far exceeding that of other electric providers.

Another data showed that by the end of February this year, WeChat had reached nearly 400 million users in less than two years.

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< p > reporters learned that the order quantity of mobile terminals and the rapid growth of WeChat users are two important reasons for businesses to choose the platform.

After launching the public account, open platform, membership card, two-dimensional code and integrated financial payment, the WeChat platform has aggregated the resources at both ends of the user side and the merchant end, and can connect the two information in series through two-dimensional code. After integrating the payment, WeChat has already achieved the O2O closed loop for a user to establish a complete consumption process with local merchants.

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< p > industry suggests that the clothing industry start WeChat shopping, if it is women's clothing, we should pay attention to the style of products and speed up the new speed, because women pay more attention to style, mobile terminal products display is not very perfect, more is based on the first feeling; if men's clothing, the brand's popularity is very important, because men's shopping is more demanding for quality, and more concerned about the well-known brand.

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< p > "the importance of traffic to Taobao is understood in the industry. Traffic directly affects sales volume. Taobao business has become a large-scale business. If WeChat starts shopping, it will lead to customer diversion, Taobao traffic decline, which is not conducive to the maintenance of old customers, and in this regard, independent mall will not be affected.

In addition, low price promotion products can also produce more effect, because mobile terminals will be more one-sided for product display, low price will easily attract eyeballs.

Insiders pointed out that "WeChat shopping" is more suitable for independent mall or fast selling industry.

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"P >" mobile terminal customers, mostly impulse consumption, therefore, products need to attract them.

The company has attracted a large number of orders in a short time through low price promotion.

Mr. Huang, who is responsible for buying the net, said.

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< p > < strong > C the payment method is single. The current turnover rate is only 20% < /strong > /p >

< p > although the order quantity of the electronic business mobile terminal is growing, the "WeChat shopping" platform is still in the test stage, and there are still some imperfections.

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< p > it is understood that the "WeChat shopping" current payment method used is "money pay", consumers want to open "money paid fast payment" to complete the payment, and the current consumers are mostly using "Alipay", so many orders are "stop" in the payment link.

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< p > Mr. Huang told reporters that because of the payment method, the order payment rate is very low. The 200 orders can only achieve 40 single payment pactions, about 20% of the turnover rate.

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< p > "although cash on delivery can solve the problem of payment to a certain extent, there are actually many consumers who are shopping with the mentality of trying. Some places do not deliver goods and consumers do not care. Anyway, there is still some part of the order that cannot be completed.

In addition, the cooperation with the SF cash delivery is almost a monthly payment, which is also a large part of the occupation of funds.

Mr. Huang said.

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< p > it is learnt that in addition to the payment problem, the details of the goods are another hard nut to crack.

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< p > "WeChat shopping product display only has a picture on the front page. After entering the details of the product, there is only the first picture, and the more specific content can only be described in words, and the product display is not very intuitive.

The marketing method of merchants is also relatively simple, and the issuance of coupons is also through manual operation in the background, which is more troublesome.

Mr. Huang introduced the way.

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< p > fortunately, good news is coming.

The reporter learned that in September, Tencent will have more resources and measures to improve WeChat shopping platform. At that time, "WeChat shopping" will be able to achieve payment in WeChat through "WeChat payment".

The consumer orders and chooses "WeChat payment", the website will generate the order payment two-dimensional code, after consumer WeChat scanning, can complete the payment through the binding bank card.

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