China Fashion Chain Industry O2O Innovation Summit Forum Held

< p > December 28, 2013, a symbiotic Forum on O2O innovation of China fashion chain, entitled "symbiotic co prosperity and self subversion", was held in Beijing a target= "_blank" href= "http://www.91se91.com/" > clothing /a school.

This forum is hosted by Beijing Institute Of Fashion Technology, CO sponsored by China fashion culture group, Zuo Shang international advertising media Co., Ltd., and is hosted by Wang Shuang, general manager of international advertising.

The forum is dynamic and static, and the performance show before the opening shows the a target= "_blank" href= "http://www.91se91.com/" > "/a" works of Beijing Institute Of Fashion Technology. In the lobby of the new art building of Zhongguancun fashion industry, Beijing Institute Of Fashion Technology, there are more than a dozen brands of static display, including Shanshan men's clothing, seven wolf wolf men's clothing, deer King cashmere, gown cheongsam, patriot digital, red snail food, Ningxia red wine industry, Oriental rain rainbow waterproof coating, Kang Jian wild outdoor sports, Bangkok silver jewelry, a&i bags, Jingdong mall virtual try clothes, coffee with you, Sachi Shui Zhuang and so on.

Liu Yuanfeng, President of Beijing Institute Of Fashion Technology, delivered a welcome speech. Hu Wenliang, the party secretary, attended the seminar. More than 300 representatives from the clothing enterprises, department stores and shopping centers, financial investment companies and other fields listened to the forum.

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< p > < strong > a discussion triggered by a commercial sample < /strong > /p >

< p > in the keynote speech entitled "pformation of business mode of timed potential", Zhu Guanghao, deputy secretary of Beijing Institute Of Fashion Technology Party committee and Dean of business school, took red star as an example, and analyzed the evolution process of entity retailing.

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< p > from 1993, leasing factories, operating furniture market to 1996 brand binding market management and shopping malls management, and then to 1998 chain store brand operation, 2003 Jiangnan garden type environmental protection shopping mall, 2008 built the world's first park home shopping malls, red star Kai Long's growth path reflects China's more than 20 years of entity retail format development process.

Similar trajectories also occur in home appliance chains, shopping centers, supermarket chains and other entities.

However, today's red star is also facing the same crisis: facing the squeeze of electricity providers, the pfer of pactions from offline to online, and the rapid reduction of passenger flow, how to deal with it? < /p >

< p > in 2013, Che Jianxin, chairman of the Red Star MC, issued the "three prohibitions", strictly prohibit the promotion of Tmall double eleven under the Red Star MC line, and strictly prohibits any merchants from spreading or promoting double eleven activities in other stores on any form in the store, strictly investigating and selling merchants to use Tmall POS to make sales on line, and strictly prohibiting the merchants from placing orders for delivery on the other electronic business lines.

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< p > the reason for these prohibitions is that Tmall had planned to launch O2O joint promotion with the traditional retailers and brand dealers who had physical stores or counters under the double eleven this year.

There are a large number of brand plans to launch Tmall and other electricity supplier double eleven activities at the Red Star Mall, and regard the red star as an experiential store.

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< p > Tmall destroyed the original business ecosystem with its subversive attitude.

It sees the store as an experiential shop, sells it to me, profits it to me, and serves you.

This is considered to be a violation of the core interests of the store.

Conflict is inevitable.

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< p > "can boycott Tmall, evade the challenge of electricity supplier, and deny the pformation of mobile Internet technology to traditional business?" Zhu Guang Hao issued such questions.

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< p > the establishment of a business ecosystem with symbiosis and prosperity is a pressing matter of the moment.

"Zhu Guanghao believes that only in the competition of cooperation can electricity providers and traditional businesses share the future.

The core competence of the entity store is the service and consumption experience. The core competence of the electricity supplier is price and convenience, and the two sides should complement each other's advantages and co-exist with each other.

The emergence and popularization of mobile Internet technology make this cooperation more realistic.

Its essence is the segmentation of value chain, the differentiation of functions, and the strengthening of core competence, so that they can create value together.

This is the essence of O2O.

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_c.asp > O2O < /a > is it so magical? < /strong > /p >

< p > O2O, namely Online To Offline, refers to the combination of offline business opportunities and the Internet, making the Internet the front desk for offline pactions. The concept originated from the United States.

Nowadays, this concept is very extensive. As long as the industry chain can involve both online and offline, it can be called O2O.

According to statistics, the scale of China's O2O market in 2011 was 56 billion 230 million yuan, reaching 98 billion 680 million yuan in 2012, with a growth rate of 75.5%.

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< p > Zhu Guanghao believes that traditional e-commerce pfers the paction from offline to online, threatening the core interests of the physical store. O2O emphasizes the cooperation between online and offline, non zero sum game, and jointly promotes the realization of pactions, which is a constructive force.

"The essence of competition in business models is the ability to attract people, which is the foundation of pactions.

In the evolution of the next generation of business, entity retailers must combine the convenience brought by new technologies and the unparalleled customer experience of the store.

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The idea of < p > has been further elaborated in the speech by Zheng Weiqing, executive director of the Institute of business life in the Asian waters.

In his view, e-commerce and mobile Internet have subverted the traditional consumption mode. O2O can effectively integrate online and offline, and achieve the integration of warehouse integration, store integration and service mode.

Warehouse integration refers to sharing the warehouse with the sales channels under the brand online and offline, so that the network sale can achieve the nearest delivery, and better play the advantages of multi storehouse and multiple points. The store integration is the auxiliary service between offline stores and online stores, and achieves the sharing of resources, synchronous sales and integration management, and improves the market share through various marketing methods.

The fusion of service mode integrates customer data on line and offline, and diversified after-sales service mode, increasing user experience and improving the whole service process.

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< p > the establishment of some O2O platforms will achieve three win win among offline merchants, < a > consumer < /a > and O2O platform itself.

It reduces the dependence of the offline merchants on the location of the store, reduces the cost of rents, enables them to carry out "customer sentiment maintenance" in depth, and then makes precise marketing.

Consumers can receive the rich and comprehensive discount information provided by the O2O platform in time, and can quickly screen and order suitable commodities or services, and the price is substantial.

The O2O platform itself can bring more business resources to consumers because it brings large scale consumers with high viscosity.

With the help of O2O mode, a highly localized vertical website can also provide other value-added services for businesses.

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Feng Jun, chairman and President of Aigo Digital Technology Co, is secretly creating a O2O platform -- the patriotic business circle of integrity.

This is what he called "the forerunner of the O2O era".

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< p > according to Feng Jun, the patriot will set up 5000 national patriot products Museum in China through the unique O2O mode under the online + offline mode. Each relative area shall have one, unified logo, unified supply, unified standard, unified management, and specialize in the sale of Chinese products.

It will adopt the business mode of famous brand bestseller and discount. The product chooses 100 famous brands in the industry. It will be presented in the form of experiential shops. It can truly achieve zero distance contact between consumers and domestic products, zero tolerance for quality defects, and make the products of Chinese products serve consumers.

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"P >" we will help Chinese brands to internationalize and push Chinese brands out of the country through the embrace of Chinese enterprises.

"Feng Jun's plan is to help 100 Chinese brand enterprises to become the world's top 500 brands before 2030, and to help 50000 Chinese national enterprises to establish, share and hold foreign enterprises in foreign countries by 2017.

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< p > perhaps, as Chen Jian, general manager of Haitong Innovation Capital Management Co., Ltd., O2O will become a standard in the future and will not be the core competitiveness.

By then, physical channels and terminal shops will be different.

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< p > "in the next 10 years, the main retail channel is still the terminal store.

This not only means that sales revenue still depends on terminal stores, but the function and value of terminal stores will be given new meaning.

In the future, there will be a large number of terminal shops being destroyed. What kind of terminal stores can be retained or what kind of terminal stores can be retained? This will be the biggest topic for the future.

Tang Jianxi, chairman of Zuo Shang fashion culture and creative group, thinks that the trend of terminal stores in the future will change with the change of consumption patterns.

In the future, consumers will gradually shift from the result of consumption to the experience oriented orientation of the consumption process. In this way, prices will no longer be a good tool for terminal stores. The location of shops and the coverage rate of chain stores will no longer be so important. Good store design will be a necessary part of the upgrading of terminal stores in the future.

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< p > "good store design will become the first step for consumers to experience the real brand, which is different from the brand that consumers understand online.

A shop with good sense of design is an integration of brand information, commodity information and enterprise culture information, which is impressive and promotes the sale of goods.

"Tang Jianxi said that over 10th anniversary of Zuo Shang Group will also take science and technology as the main direction of development in the future, from the smart store system, O2O experience design, customer experience design and other aspects to help the fashion retailing industry.

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< p > < strong > how will the electricity supplier and entity develop in the next ten years < /strong > < /p >

The speed of change in the business mode of P is often very sudden. How will the electricity supplier and entity develop in the next ten years? In the round table dialogue session, when the host Tang Jianxi throws up this problem, the guests have published their own opinions.

Peng Lihui, Secretary General of China Electronic Commerce Association, suggested that enterprises should do well in mobile APP and establish their online interactive communities to understand consumer needs.

In addition, we should do well in V2V, that is, value exchange.

In order to form a closed loop, we should realize the O2O through the resources associated with the exchange of value, including the participation of customers and consumers.

In the next ten years, traditional enterprises and electricity providers will no longer have obvious boundaries. Traditional enterprises will also be on the line. Pure e-commerce enterprises will also go to the entity system.

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< p > Zheng Weiqing, the founder of the Asian commercial life, shared four important points: first, art, nature and culture are very important for the foreshadowing and packaging of the brand channel. Two, because cooperation and sharing can bring success. In the situation of more and more specialized division of labor, the enterprises that know how to integrate resources will win. Third, cross-border is a very important point in the future; fourth, it is O2O.

When we do not understand it, it is a strategy. When we all know it well, it is a tactic.

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< p > "in the next ten years, data analysis will become more important.

"CRM strategic expert Huang Yanyi concluded that even if many entrepreneurs do not respect data analysis, they only believe in their intuitive judgment, but intuition is actually derived from his past experience, and it is a result of his own analysis of data from experience.

So many data analysis tools will emerge in the future, and many of the marketing decisions of enterprises at the tactical level can find the correct answers from data analysis.

Therefore, there will be more generalists in the field of enterprise management. That is to say, the basic quality of a fast moving consumer and a professional manager who is a fashion designer, a fashion retailer or a car is likely to be the same, because data marketing tools can give him a lot of support at the tactical level, and many of the entrepreneurs need a lot of strategic decisions and courage, which will be the profound changes that the data marketing brings to business marketing in the future.

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< p > and Wang Yong, general manager of the seven wolves green label business department, will see a very important leading position in the future.

"The liberation of labor force is the result of the development of human history, and people will have more leisure time.

The essence of O2O is to renew the vitality of the store.

Many enterprises are paying attention to and trying out O2O, which is more accurate to consumers, providing more exclusive products to service customers, and making them more and more dependent on brands.

"Wang Yong believes that under such a background, there will be several or even more Chinese brands becoming world-class brands in the next ten years.

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