Look At American, UNIQLO, UNIQLO Gloria, How To Play E-Business.

Under the crisis, the traditional retail enterprises are touching the net and following the net. online shopping The platform plays a more important role in the price war, and the short distance is more difficult, and the brand enterprise's touches are mainly left and right hands. The low price dumping on the Internet has damaged the interests of the traditional channels. When WAL-MART, Taghit, BELLE and sunning are gradually sober, the mobile Internet tide has broken out. The Internet application of the PC side is rapidly shifting to the mobile terminal. At the same time, the traditional retail business mode is transformed from the B2C of the PC terminal to the O2O of the mobile terminal. The high cost experience and service under the line are no longer the short board of the online shopping, but the foundation of interaction with the users. From the global perspective, the mobile O2O mode is becoming the core of the traditional retail business.

O2O is undoubtedly 2013. clothing The biggest highlight of the retail industry is the opportunity brought by the rapid development of the mobile Internet to the retail industry. In the 5 years of the rapid development of B2C in China, the "traditional channel crisis theory" has been growing vigorously. Ma Yun and other e-commerce bigwigs are constantly instilling and strengthening this dangerous machine, which once left traditional enterprises in a dazed state. This crisis theory not only appeared in China, but also forced the transformation of best buy and Barnes & Noble bookstores.

The retail environment in China and the west is different, including industry concentration, business mode, supply chain control and so on. Therefore, it is difficult to blindly copy western experience. Taking clothing as an example, famous clothing brands also try various mobile O2O in China's Internet environment.

Store mode (the core is line to line diversion): Uniqlo

Store mode refers to the store as the core of O2O, emphasizing O2O as the instrumental value of offline store services. O2O is mainly used to guide the offline stores and improve the sales volume of offline stores. For example, online distribution of coupons can be used offline to increase sales of stores. Online releases of new trailers and related collocation will attract users to try on and stimulate customers' desire to buy, collect user data and make precise marketing; help users quickly locate stores and conduct diversion for offline stores through location function.

The online store mode of online diversion is mainly applied to the brand appeal, while selling the clothing brand dominated by store experience and service pull. So the main function of mobile APP is to guide the offline stores. The specific modes are: store search, coupons, brand promotion and so on. There are also mobile phone mall to facilitate users to place orders directly. The representative practitioners of this model are UNIQLO, GAP China and so on.

UNIQLO has always believed that physical channels (stores) are of great value to consumers. The main role of O2O is to provide services for offline stores, help offline stores increase sales, and achieve effective promotional results, and each transaction can be tracked. As early as April 2013, UNIQLO realized the multi-channel layout of "store + official website + Tmall flagship store + mobile phone APP". UNIQLO's APP supports online shopping, two-dimensional code scanning, coupon payment and offline store inquiries. The online shopping function is achieved by jumping to Tmall flagship store on the mobile phone side. The coupon payment and offline store inquiry function is mainly for the offline store to bring in the flow, increasing the frequency of user to store consumption and the customer price.

Simple, direct and effective, in terms of strategy, UNIQLO has achieved two-way convergence between online and offline. First of all, coupons and two-dimensional codes displayed on APP are specially designed for stores, which can only be scanned in the physical store, and can be directly drained from APP to stores. Secondly, the two-dimensional code of goods and coupons in UNIQLO stores is designed for its own APP. Only the APP of the UNIQLO can be used to scan and identify, so that the consumers in offline stores can be attracted to online, which improves the load and utilization rate of APP. With the high-quality functions of APP, users of UNIQLO APP will become more loyal consumers, thus forming a virtuous circle. In my view, O2O layout of UNIQLO

Private custom mode: silk fashion

The private customization mode refers to the establishment of a long-term connection and seamless communication between brands and consumers with the help of O2O tools (the third party O2O platform and its own APP, etc.), making full use of the convenient advantages of mobile APP entry such as WeChat and micro Amoy in China, combining its own service and experience to carry out integrated innovation to provide users with personalized service and experience innovation.

On the one hand, brands can push goods and preferential information to consumers on the basis of consumers' past consumption records. On the other hand, consumers can also voluntarily put forward their own personalized needs (booking try on, door-to-door, etc.) to the branding merchants, and the brand business associations have dedicated persons to provide them with one to one services, so as to meet the consumer's "private custom" for clothing brands.

The model was first created by Linghua fashion company, and is currently being actively implemented. The brand of JACK&JONES has ONLY and so on, and sales promotion is guided by one to one shopping guide. Shopping guide service and try out service are more critical than UNIQLO. How to use mobile O2O to integrate online convenience and offline one on one shopping guide and try on is the key to the success of O2O mode.

The O2O is mainly reflected in the strategic cooperation with Tencent's Micro life. At present, it uses WeChat's public account + micro shopping platform as an entry, and only temporarily has the functions of brand marketing, new product promotion, mobile shopping and so on. It is testing the integration with the shopping guide and realizing the online shopping guide and the appointment test fitting function. After users arrive at the store, the shopping guide will conduct clothing recommendation and higher precision shopping guide according to the needs of users. This "private custom" shopping guide can enable users to select clothing in advance and save users' time. The store shopping guide can be arranged ahead of schedule, for example, the selected clothing styles are ready ahead of time, and the shopping guide can also make personalized recommendation of clothing according to the special needs of users.

　　綾致是典型的導購驅動型公司，導購與消費者之間的親密互動是促成門店銷量的關鍵因素，因此微信所具有的便利的即時溝通方式、龐大的用戶基礎和社交關系網更符合綾致期望通過O2O實現“私人定制”的未來設想，綾致的O2O布局非常高調，不僅有高層現身講述經驗，騰訊微生活也在推廣微購物時將其作為成功案例加以宣傳，但筆者認為目前綾致的O2O之路才剛剛起步，雖然O2O理念及未來實現“私人定制”的設想非常激動人心， 但是線下零售店以體驗式+導購式核心，以此打通手機互動難度很大，從歐美零售業移動O2O的成功經驗來看，大部分用戶在手機購物時選擇只有兩個：或者直接用手機購買，或者到實體店后用手機享受所在門店的服務(優惠券使用、精準活動、掃碼查商品信息等)，所以手機APP的功能主要包括到店功能和遠程功能(手機購物、電子期刊、產品查 Inquiry, etc.) the two part is to let users use mobile phones to contact shopping guide, and to book services to the store (try on, guide shopping, etc.). It has caused users trouble from experience. Unless you are indispensable to brand selection, I believe that your brand can not be achieved. {page_break}

　 Life experience shop mode: Metersbonwe

The life experience shop mode refers to the establishment of life experience stores in the high quality business circle by the brands, providing more convenient life services and consumption experience for consumers, such as WIFI, tablet PC, coffee and so on, so as to attract consumers to stay in the shop for a long time to use the tablet computer or cell phone to surf the Internet, record and download the brand owned APP, so as to realize the transformation of offline users to mobile APP.

The typical practitioner of the model in apparel retailing industry is Metersbonwe.

Known as "not taking the unusual road" Clothes & Accessories In the past half a year, O2O has tried too much. In the past half a year, the United States first worked with WeChat, and then began to cooperate with Alipay and micro Tao. Recently, the United States proposed the O2O mode of "life experience shop + American bond APP", and launched 6 experience stores nationwide. The United States expects to keep the consumers in the experience shop through the comfortable Internet service provided by these testing shops, providing high-speed WiFi environment and comfortable coffee in the shop, and having a large number of public tablets for users to use. Users can drink coffee to visit the United States and buy APP products. They can also choose to deliver goods after the order of APP, so as to achieve the downward flow of online traffic.

Life experience shop mode is a bold and innovative attempt in the field of clothing retailing O2O. Under this mode, stores will no longer be confined to static offline experience, no longer a simple shopping place, but can comfortably surf the Internet and rest at the same time, especially provide a comfortable environment for the men who accompany their spouses to have a relaxing environment. When they are bored, they can surf the Internet with coffee, browse the commodity introduction on the APP, or send them directly to the home, which will increase the downloading of the APP state, and lay a good foundation for users' online shopping usage and order quantity.

The specific mode of O2O is still being tested. The core is to increase the retail experience of stores through the O2O mode, while strengthening the diversion of mobile phones to APP under the line, and strengthening the mobile APP precipitation of users, so as to prepare for the next step to strengthen the mobile Internet shopping, interaction and membership system. However, coffee tables and Internet environment (Internet tables, etc.) occupy a lot of space in the storefronts. If the "life experience" and "Internet environment" are the core of store transformation, will it deviate from the core of clothing retailing?

Fans mode: Gloria

The mode of fans is that brand players use the O2O tools (third party O2O platform, own APP, etc.) as their fans platform, using a series of promotional tools to attract offline users to continuously join in, and stick to fans through social means such as brand communication, new product distribution and content maintenance, and regularly push fans preferences and new product information, so as to attract fans to buy goods directly through mobile APP.

Try fans mode case with Gloria.

In October, Gloria chose the cooperation with Ali's Micro Amoy. In October last year, Gloria placed tiny Amoy materials in nearly 100 stores across the country, attracting customers to Gloria's Micro fans through the two-dimensional code in the store, plus the targeted guidance of shop salesmen and the guidance of on-site code scanning, which allowed Gloria fans to grow by 200 thousand in just 5 days. According to the statistics, over 1 million 100 thousand users opened their mobile phones to visit Gloria store.

Fans mode is suitable for small and medium-sized clothing brands, the use of social platform fans gathering function, through the store on the user guidance, and then through fans online interaction to improve viscosity, so in the new product release, preferential activities or precise recommendation pull, can improve the mobile terminal's online shopping ability, Gloria is through the store to pull the user to the micro Gloria account, become its fans, at any time to receive Gloria's new product recommendation, activity release, dress matching suggestions and other information, and then the micro scouring recommendation link can directly point to Tmall APP Gloria's flagship store, promote direct order.

At present, the social O2O platform with fans interaction function has WeChat (public account) and micro Amoy (fans account), the corresponding Tencent micro shopping platform and Tmall platform can help users to directly purchase online mobile phones. This mode is actually a reverse diversion from line to line, improving the frequency and stickiness of users' mobile shopping.

The above clothing retail mobile O2O mode is also in the exploratory stage, the domestic clothing brand industry concentration is too low, the brand stickiness has not been formed, at this time, the brand itself has the difficulty of mobile APP, can help the third party mobile O2O entry, such as micro panning, WeChat, combined with the characteristics of the retail system and target user characteristics, and explore a more personalized mobile O2O solution. Although there is no industry standard answer, but for the clothing brand, the main direction of mobile O2O is to enhance the competitiveness of the store, make full use of the interactive advantage of the mobile terminal, improve the frequency of user to shop consumption, conversion rate and basket lift, mobile is a tool, retail is the essence, and the combination of the two is the core of the future clothing brand electric business.