Analysis Of The Four Breakthroughs Of Traditional Clothing Retailers In Making O2O

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< p > 2012, the volume of online shopping pactions exceeded 1 trillion for the first time. In 2013, the scale of e-commerce pactions in China was 9 trillion and 900 billion yuan, of which 18.6% of the online shopping paction scale reached a market share.

The impact of e-commerce on traditional enterprises is self-evident. Many a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > retailers have shifted their focus to the Internet under the baptism of Internet. In fact, apparel retailing is also important for the heavy industry line and offline part. Therefore, traditional enterprises should have O2O's inherent advantages and make use of their advantages, so that traditional enterprises can achieve breakthroughs.

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< p > < strong > clothing industry heavy experience, people, goods and fields jointly build offline < /strong > /p >

< p > there is no doubt that clothing is a heavy experience industry. The core of traditional clothing retail enterprises is offline stores. The quality of clothing directly affects consumers' purchase decisions. The service of clerks and SKU in the shops directly affect the consumption experience.

Therefore, for the traditional clothing retail enterprises, the management of people, goods and fields is a breakthrough point.

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< p > people are shopping guides and consumers. The traditional clothing enterprises need to mobilize the enthusiasm of the shopping guide personnel to the maximum extent, solve the problem of interest sharing mechanism, let the shopping guide provide consumers with a good shopping experience while providing services, and consumers will not have the feeling of "forced" consumption. In fact, the purchasing rate of consumers in self help shopping mode will increase.

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< p > clothing is the quality of clothing. As mentioned above, the quality of clothing directly affects purchase decisions.

The field is SKU. Taking UNIQLO as an example, the company that put SKU all in the outside is better than the garment retailer with retained inventory, because for consumers, it is better to see all goods without asking for busy shopping guides who are very busy at rush hour, and for enterprises, it also reduces the pressure of inventory.

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< p > clothing retail enterprises will grasp the control of people, goods and fields, and this leg of offline will be ready.

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< p > < strong > Internet tools provide traditional enterprises with a ticket to < a href= > http://www.91se91.com/ > > < /a > > < /strong > /p >

The birth of Internet tools such as website P, APP and WeChat has brought the distance between enterprises and consumers closer. These tools can make long-term communication and seamless communication between them.

In addition, these tools have made a great contribution to importing traffic into clothing stores under the line.

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< p > take the fashionable dress as an example, it uses the tools mentioned above to count the past consumption records of consumers, and makes personalized push to the customers in the course of future sales. The consumers feel valued and naturally willing to buy. In addition to pushing the corresponding commodity information for consumers, the silk fashion also lets consumers put forward their own personalized needs (such as booking try on and deliver door-to-door). The fashionable clothing is designed for consumers to create exclusive clothing for consumers. This new way not only allows consumers to participate in it, but also allows consumers to participate in it, experiencing the feeling of "private customization", and also satisfying the idea of consumers' want service.

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< p > Internet tools are draining into the shops of traditional enterprises and making the links between enterprises and consumers closer. For enterprises, how to make good use of these ready-made tools is a major breakthrough.

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< p > < strong > life experience fusion line < /strong > /p >

< p > as the saying goes, the most difficult thing for O2O to do is 2. How to get through online and offline is a big project. Before communicating with the vice president of the Wangfujing department store, he talked about completing the 2 process. We need to invest a lot of hardware, software, personnel, funds and other support.

For garment enterprises, the lack of color, broken code and homogeneous color code are a major factor affecting sales volume. When the information is synchronized to the line in time, information can be pferred to all stores after getting the information online, so that sales can be greatly improved.

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< p > in addition to using hardware to integrate online and offline, traditional clothing enterprises can take advantage of the advantages of offline stores, and sell products to sell life experience, which is also a breakthrough.

Taking the United States as an example, from the beginning of the formal launch of Bon online in 2010, the United States began to explore the way of O2O. Since then, the United States has launched the O2O mode of "life experience shop + American bond APP", and has launched six experience shops providing WiFi and coffee in the whole country. Users can enjoy coffee in the shop, buy goods through the United States and APP, and also choose to deliver goods to the door.

This way of selling life experiences is a good way to integrate online and offline.

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< p > < strong > < a > href= > http://www.91se91.com/ > brand > /a > strength attracts fans > /strong > /p >

< p > O2O mode can help traditional enterprises to promote and disseminate brands. Enterprises can use O2O tools (websites, APP, WeChat, etc.) to attract users, and turn users into brand fans through the "private custom" operation and maintenance mentioned above. If the traditional clothing retail enterprises can do this, it shows that the brand is sticky to users and is also a breakthrough.

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< p > take Gloria as an example. It chose to cooperate with Ali's Micro Amoy to launch the O2O road. Through the display of active materials in nearly 100 stores, it attracts customers to scan the two-dimensional code to become Gloria's Micro fans. The number of fans in just 5 days increased by 200 thousand.

Later, interact with these fans to enhance stickiness and send accurate messages to users to increase purchase rate.

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< p > < strong > > < /strong > < /p >.

< p > the traditional clothing retailers face the impact of the Internet. The first thing they think of is joining the existing e-commerce platform. In operation, they will find that the actual benefits brought by these platforms are not as high as expected, and may also have a negative impact on the brand. Therefore, many enterprises jump out to do their own online business. At this time, enterprises should pay special attention to the importance of the same importance between offline and online.

In the process of moving towards O2O, how can traditional enterprises take advantage of their own advantages to break through point by point and directly affect their future development.

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