Meibang: 100 Stores Will Implement O2O Mode In 2014

According to the plan of Meibang, there will be 100 stores under the O2O model in 2014, and this model will cover 1000 stores in the next three years.

"We don't want to simply expand the online sales scale, but to serve consumers more accurately by promoting the interconnection and interaction of various sales platforms." On October 28, Zhou Chengjian, the founder and chairman of Meibang (002269), said at the press conference of the O2O (Online To Offline) strategy held in Hangzhou.

Zhou Chengjian thinks that he has finally clothing I have clearly thought about the industry's Internet orientation. Three months ago, Zhou Chengjian recalled Min Jie, the former information director of Meibang Stock Management Center who had participated in the establishment of Banggou. Two months ago, he recruited Liu Yi, the new marketing leader of Meibang from P&G. Two years ago, Banggou. com, which was stripped from the listed company, was also incorporated into the listed company again.

　　 "In 2010, I put forward the dream of Internet tailoring, and discussed how to make physical stores interact with e-commerce platforms. It was against this background that Banggou was born. But at that time, the internal and external environment was not yet mature, so we will develop e-commerce business independently. Now I know more about my original subconscious dream, and how to think more systematically It translates into execution strategies and action plans. " Zhou Chengjian introduced it at yesterday's press conference.

Zhou Chengjian said that the most pessimistic thing about the clothing industry was not this year, but last year. However, the industry still faces challenges. This industry will not be good or bad for everyone any more. Seizing the Internet is an important opportunity to win. According to the plan of Meibang, there will be 100 stores under the O2O model in 2014, and this model will cover 1000 stores in the next three years.

As the O2O pioneer laboratory built by Meibang, the newly reopened flagship store in Yanqing, Hangzhou, provides wireless Internet services. Consumers can scan the QR code with their mobile phones in the store and directly log in to Bongo to select goods. They can also select colors and sizes in the store and directly place orders on Bongo and express them to their homes. In addition, as long as Meibang and the franchisee determine the profit sharing, the franchise channel can also be integrated into the O2O model.

Zhou Chengjian believes that for the clothing industry, the biggest crisis is not inventory, but brand competitiveness. As a part of the O2O model, the Meibang members who originally belonged to different platforms will be unified, and the consumption of members will be recorded and analyzed, and the products will be more accurately positioned. "For example, through Internet technology, we can understand which areas of stores consumers stay longer, so as to adjust the distribution of products." Liu Yi said.

Although Zhou Chengjian does not agree that offline stores will become fitting rooms, he also said that at present, the 5000 stores in Meibang will not expand significantly in the future, and the total number may even decline, but the single business area will increase significantly.

Before that, Meibang has begun to intensively upgrade its offline stores, and its stores in Chengdu, Xiamen, Hangzhou, Guangzhou and other cities have been transformed in the principle of "one city, one culture, one store, one story".

Take the Hangzhou Yanqing store as an example. The store not only has a book bar, coffee bar, DIY accessories area, but also Clothes & Accessories Museums, etc.