Fashion Chains Explore New Business Models

< p > OnlineToOffline refers to combining offline business opportunities with the Internet, making the Internet the front desk for offline pactions.

This 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 > recently, the theme "symbiotic co prosperity and self subversion" of China's "a href=" http://www.91se91.com/news/index_c.asp "fashion chain industry" /a O2O Innovation Summit Forum was held in Beijing. The 12 keynote speeches and a round table dialogue let people understand the change of business mode behind O2O and the direction of future efforts.

This forum is sponsored by Beijing a target= "_blank" href= "http://www.91se91.com/" > clothing /a school, CO sponsored by China fashion culture group and Zuo Shang international advertising media Co., Ltd.

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In the keynote speech entitled "change of business mode in time to change trend", Zhu Guanghao, deputy secretary of Beijing Institute Of Fashion Technology Party committee and Dean of business school, analyzed the evolution process of entity retailing in P.

"The establishment of a business ecosystem with co-existence and common 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.

With the emergence and popularization of mobile Internet technology, this cooperation has more practical significance.

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

This is the essence of O2O.

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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, the entity retailers must combine the convenience brought by the new technology and the unparalleled customer experience of the store.

Zhu Guang said.

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< p > Zheng Weiqing, executive director of the asian blue business life research institute, said that e-commerce and mobile Internet have subverted traditional consumption patterns. O2O can effectively integrate online and offline, and achieve the integration of warehouse integration, store integration and service mode.

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The establishment of "P" and some O2O platforms will achieve a win-win result between the three parties of the offline business, the consumer and the 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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< p >, as Chen Jian, general manager of Haitong Innovation Capital Management Co., Ltd., said that 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.

"In the next 10 years, the main retail channel is still the terminal store, and the function and value of terminal store will be given new meaning.

A lot of terminal stores will be eliminated in the future.

What kind of terminal store can be retained or what kind of terminal store can be retained? This will be the biggest topic for the future.

Tang Jianxi, chairman of 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.

"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.

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< p > < strong > future development of electric business and physical store < /strong > < /p >

The speed of change of < p > a href= "http://www.91se91.com/news/index_c.asp" > business mode < /a > is often very sudden. How will the electricity supplier and entity store develop in the next ten years? < /p >

< p > Peng Lihui, Secretary General of China Electronic Commerce Association, suggests that enterprises should do well in mobile APP and establish their own 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.

Zheng Weiqing shared four important points: first, art, nature and culture are crucial to the foreshadowing and packaging of brand channels; second, because cooperation and sharing can bring success; in the case of more and more specialized division of labor, the enterprises that know how to integrate resources can succeed; third, pboundary is a very important point in the future; fourth is O2O.

"In the next ten years, data analysis will become more important."

Huang Yanyi, a CRM strategy expert, believes that even if many entrepreneurs do not respect data analysis and trust their intuitive judgment, intuition is actually derived from their past experience, and it is a result of his own analysis of 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.

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 the data marketing tool can give him a lot of support at the tactical level, and many of the entrepreneurs need a strategic level of decision-making and courage, which will be a profound change in the future data marketing to business marketing.

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