How Does The Apparel Industry Operate In The Mobile Internet Era? O2O Changes At The Bottom?

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201401/20/20140120091712_sj.JPG "/" < > > "

< p > 2012 double 11 days, < a href= "http://sjfzxm.com/news/index_c.asp" > women's wear < /a > brand Gloria found that mobile terminal traffic accounted for 20%.

This figure touches the whole group and makes such a voice inside. The future must be the mobile Internet era.

< /p >

< p > in the second half of 2013, Gloria launched the cooperation with WeChat micro shopping.

Recently, Gloria is also docking with the micro platform.

< /p >

< p > Gloria is a member of the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "O2O tide.

The leading group is the bestseller group.

In the 66 stores nationwide, pilot shopping for micro products has brought 10 million yuan sales volume in 3 months.

It is reported that GXG, Europe and other clothing brands will launch O2O projects in the first quarter of this year.

< /p >

< p > O2O is not only the online and offline diversion, but also the online shopping line.

To achieve users' shopping at any time and anywhere, what is needed is a whole set of underlying changes: organizational restructuring, the ERP system of the company, the opening of goods online and offline, and a complete logistics system.

< /p >

< p > < strong > eve of change < /strong > /p >

< p > > on the eve of < a href= "http://sjfzxm.com/news/index_c.asp" > O2O < /a >, many garment companies have begun to adjust their organizational structure and background system.

< /p >

< p > organizational structure, Metersbonwe set up a special O2O project group, the whole group is promoting O2O.

GXG has also set up a O2O department to collaborate with offline partners to promote O2O strategy.

< /p >

< p > but it is not easy to set up O2O department.

To achieve O2O, it involves more complex organizational structure and IT system adjustment.

< /p >

< p > first, organizational restructuring.

At present, most of the clothing companies' electricity suppliers and offline stores are two separate departments, which complete sales work respectively. The organizational structure is based on the difference between PC terminal providers and offline stores.

But with the emergence of smart phones, PC terminal providers and offline outlets have a seamless connection channel - mobile phones.

< /p >

< p > Huang Xin, director of e-commerce operation of Gloria, believes that in the future, we must break the clear organizational structure, and the sales channels under the online and offline will no longer be separated.

PC terminal, offline store and mobile phone terminal will be merged into a unified sales channel. Information flow and logistics will be integrated into the information center and coordinated by the information center.

< /p >

< p > Second, information system pformation.

At present, most clothing companies offline shop ERP and e-commerce ERP exist independently. To achieve O2O, it is necessary to set up a ERP system at the company level, which will open up online, offline and mobile terminals information flow, capital flow and goods.

< /p >

< p > "selling stocks on the front line, selling new products under the line, now that goods need to be opened, members should get through, otherwise O2O will stay on the surface.

If the infrastructure is not done well, there is no point in pushing the outside. "

GXG director Wu Lei said.

< /p >

< p > Third, the logistics system will also change.

"Before, most of the apparel companies offline and offline were separated by different warehouses.

In the future, whether it is online business, offline stores or mobile terminals, will be a unified inventory, is no longer a separate logistics system.

Huang Xin said.

< /p >

< p > but the pformation is not easy.

Wu Lei said that GXG is working through the system to get through online and offline businesses, and it is expected to take six to 1 years.

Huang Xin said that the current Gloria online offline system has not yet been fully opened, and it is expected that the on-line ERP of the company will take at least one year.

< /p >

Less than 30% of the clothing companies represented by Ruijin Lin Ju, an e-commerce generation operation company, have already started the O2O's practical attempt, and other companies have begun to study or express a clear interest in P.

< /p >

< p > Ruijin Lin responsible person calculated such an account, assuming that a clothing company has 1000 offline stores. Each store optimistically estimates that 1 days can complete the deployment, training and proficiency, at least 1000 days.

This has not yet calculated other business systems, the overall architecture and necessary docking.

"Therefore, if we pursue perfection, it will take at least 1-3 years for the whole enterprise information system pformation to take shape."

< /p >

< p > "clothing companies in the information system pformation at the same time, you can first according to their own situation to formulate short-term O2O plan can run up, and then with the deepening of the pformation of the information system to deepen O2O gradually.

For example, with the help of WeChat and other platforms, we can quickly layout O2O business. "

These people said.

{page_break} < /p >

< p > < strong > < < a href= > http://sjfzxm.com/news/index_c.asp > > shopping > /a > and micro scouring method < /strong > /p >

< p > clothing industry began to explore in the field of O2O, and related to the promotion of the Internet platform.

In the second half of last year, WeChat launched online micro shopping, mobile Taobao launched micro Tao, and clothing companies to explore O2O mode together.

< /p >

< p > the bestseller group is a representative of the O2O with the help of micro shopping, and has been experimenting in 66 stores nationwide.

At the end of 2013, Gloria started to launch micro shopping. In the first half of this year, the store will be experimentation under the new front-line cities in the whole country (Chengdu, Xi'an, Nanjing, Hangzhou, Shenyang and Wuhan).

GXG is also trying to do micro shopping and micro naughty.

< /p >

Zhang Tao, responsible for micro shopping operation, revealed that in the first quarter of this year, there will be a large number of clothing companies on the line of P shopping.

< /p >

< p > although the direction of micro shopping and micro Amoy is the same, but the bottom and the way of breaking are different.

< /p >

< p > the breakthrough of micro shopping is to solve the problem of shortage of stores under the clothing brand line.

"A large number of goods in the clothing industry are fast fashion and have very few stocks, so every store has the problem of missing goods, which is the best intervention point for O2O."

Zhang Tao, director of micro shopping operations, said.

< /p >

< p > for example, when all the goods are digitalized, that is to say, each product supports scanning the two-dimensional code or bar code when the factory is out of factory, after scanning, connecting to the micro shopping, showing the corresponding collocation, all commodities will be cloud products. If the goods that users want to buy are not available or broken, they can be shipped from other stores.

< /p >

< p > "we are not just an electric supplier, but a solution based on WeChat for retailers."

The traditional electricity supplier must be a center, and businesses will come to buy traffic.

Micro shopping is not a center, but a set of tools, the store is the center.

Zhang Tao said.

< /p >

< p > O2O, head of a clothing company, thinks that micro shopping is different from micro scouring. WeChat is more from offline to online, and more from online to offline.

"Micro shopping to solve the shortage of broken yards as a breakthrough point.

After a little bit of the start, what breakthrough is not clear.

< /p >

< p > "WeChat has more customers and more consumers.

The bottom of mobile phone is Taobao mobile, which accounts for 30% of our mobile phone Taobao's traffic.

At present, we can not use trade volume to weigh which channel is good, the key is to see which way users are accustomed to, and we respect consumers. "

These people said.

< /p >

< p > Huang Xin said that Gloria adopted a small scale trial and error strategy. It will test in different regions which O2O model is more suitable for itself, thereby driving the change of IT system, organizational structure and logistics.

< /p >

< p > the advantage of small trial and error is low learning cost and fast speed.

When a model is established, it can be covered throughout the country.

Huang Xin said.

< /p >

< p > < strong > operation challenge < /strong > < /p >

< p > besides the organizational structure, IT system and logistics pformation mentioned above, garment companies are also facing a lot of work at the operational level.

< /p >

< p > first is the digitalization of goods.

When the goods are out of factory, barcode or two-dimensional code need to support mobile terminal applications such as WeChat (or micro scan).

Correspondingly, these commodities need to be photographed and matched accordingly.

After the user sweeps the code online, the product will be connected to the line.

< /p >

< p > Huang Xin indicated that Gloria plans to support all commodity scanning codes in the second half of this year.

From a technical point of view, WeChat and micro Amoy can scan.

< /p >

< p > second is to establish a suitable order pfer mechanism and settlement rules.

For example, users want to buy a product at A store, A shop is not available, they need to pfer goods from B store, the result belongs to B shop, or the A shop is divided into B shop.

< /p >

< p > Gloria's exploration is that if the A store is not available, it will first be shipped by the regional warehouse.

If the regional warehouse is not available, pfer the goods from the B store and sell it to the A store.

"In terms of interest distribution, every household is not the same. They are exploring. We are still experimentation in a small area, and we should also take into account the incentives to guide buyers."

< /p >

< p > "for apparel industry, the most important thing is the rate of sales and turnover of goods.

The greater charm of O2O lies in getting through the information flow. Based on the data of all goods flowing, when the normal goods are sold and cleaned up, the corresponding resources are invested in the corresponding channels, so that the products can be efficiently pferred.

Huang Xin said.

< /p >

< p > the difficulty lies in the integration of franchisees.

Zhang Tao, director of the micro shopping operation, said that the docking of the direct store with the micro shopping system takes 2-3 months.

"Self operation is difficult to integrate with the agent system. This year we have done a good job in the direct store."

< /p >

< p > Wu Lei said that in the early days of GXG, it was a self run store and online connection. It was the second issue to get through the franchisee.

Huang Xin also said that Gloria took the three step strategy. The first step was to test the rationality of the backstage system, the organizational structure and the O2O model in the small scale experiment of self shop. The second step extended the suitable system to the national self shop, and the third step considered covering the franchisee.

"Now is the first step."

< /p >