Garment Retailing O2O Abandoning "Concept"

3-4 months a year. clothing The largest exhibition, transaction and order season in the industry.



Except CHIC (clothing) Clothes & Accessories Expo, China International Fashion Week and other garment industry "two sessions", China Textile Federation Council, China apparel forum held by China department store forum, China Leatherwear The association forum also held a press conference of Shanghai, Dalian, Shenzhen, Ningbo, Haining and so on. Spin Many garment enterprises, such as enterprises, distributors, fabric suppliers, equipment suppliers, merchants, channel providers and so on, are gathered in Beijing.


And 2014, the clothing industry's gathering season from beginning to end is focusing on one word - O2O.


"The worst time in the clothing market was in 2012, when all the people in the industry were still immersed in the excitement of high growth, but e-commerce was totally overturned. The industry is lost. " This is the review of the mentality of Zhou Chengjian, the Shanghai Metersbonwe apparel Limited by Share Ltd chairman, who launched the first upgraded version of the clothing O2O experience store in Monument for Liberation, Chongqing.


This is not only a personal perception of O2O, a leading enterprise in the United States, but also the source of the whole garment industry's power supplier and transformation O2O.


After the financial crisis, China's textile and garment industry, which exports to domestic demand, hopes that when the market recovers, it has ushered in online e-commerce.


According to the data disclosed by Guo Da Lu, vice president of Tmall, the sales volume of domestic textile business accounts for 10% of the total, and clothing accounts for 20%.


While the online business is growing crazily, the offline stores are experiencing a downturn in consumer spending and closing stores.


Fang Jianhua introduced that the traditional clothing enterprises had no way to control the details of the terminal consumers, and the members' information of the brands was hard to collect. But under the O2O channel, we can control the data of all consumers, after effective analysis, we can well stratified the customers and push the commodities according to customers' preferences.


With the 4G's official business, the popularity of WiFi access, consumers increasingly rely on mobile phones, tablets and other mobile devices, and become normal at any time and anywhere. Consumers with mobile terminals no longer need to "go shopping", and they are "shopping" anytime, anywhere. In the face of fast-moving consumers, garment companies also need to move quickly to keep pace with consumers' progress.


Online and offline "misplaced" profit distribution is the key.


O2O - online to offline, offline to online full channel integration. For apparel, a non-standard product that needs to be experienced, it should be the easiest part to achieve complementary and integrated product lines.


However, many traditional clothing retail brands have lagged behind and mismatched the new demands of the whole channel.


"Offline distress, online hot" is a common contradiction in the current clothing retail market.


Wang Zhuo, Secretary General of the China clothing association, believes that behind this strong contrast between online and offline, what is obvious is the change in consumer behavior at present: online consumption has become a habit, and offline consumption has changed from pure consumption to interactive experience, including sharing entertainment and other factors, showing consumers' cognitive changes in online and offline retail habits.


At the same time, the Internet has not only cut off the cake under the line, but also the complexity of the offline itself.


China has a vast territory, and its economic and demographic characteristics vary greatly. Consumers' economic, social, demographic changes and consumption habits all affect people's preferences for brands. The rise of the new consumption class in the three or four tier cities has made modern consumption not only stay in the crowd at the top of Pyramid.


As mentioned above, the core of O2O is to achieve precise marketing, which can tell the brand where the customers are and what their real needs are. With the help of big data tools, offline brands can integrate the latest consumption habits, and connect new channels with new technologies, so as to establish a real connection with consumers.


But the question is, for the transformation of O2O, what the traditional clothing industry is most worried about is how to do the franchisees on the line after the Internet is implemented. How to mobilize the enthusiasm of the traditional franchisees and how to solve the challenges of online and offline businesses?


In this regard, Semir clothing O2O's solution is to launch a profit sharing plan under the online and offline business. According to the online order sending place, the company divides the interest area of the line shop, the offline shop where the order area is located, enjoying the profit sharing, and undertaking relevant business work.


Zhou Chengjian also said last year that in the future, online sales and offline stores would participate in the profit sharing, for example, around 15%.


"No borders retail" is still mostly losing money.


For mature clothing brands, the practice trend of O2O is quite obvious now.


The first step is Metersbonwe. {page_break}


In Monument for Liberation, Chongqing, the first 2 edition of the upgraded O2O experience store in the United States has a total area of more than 4000 square meters. Each floor is equipped with a fashion interactive device. clothes With the bar code, customers can choose the matching scheme from the device and realize the virtual matching and replacement.


Not only that, the store shopping guide is equipped with iPad, consumers can purchase iPad cloud payment system, through Alipay or WeChat payment. If there is a lack of color code, consumers can also send orders to other stores through the Internet.


Ni Zhennian, general manager of Jordan sports company, told reporters during an interview with China International Fashion week that at present, the online e-commerce platform is clothing standardized products.


On March 28th, Chen Dapeng, executive vice president of the China clothing association, said at the 2014 China clothing forum that the consumption of Chinese clothing continued to grow at a low figure this year.


But in the current situation of the sales of clothing stores in the department stores and the adjustment of stores in the clothing stores, clothing has always been the most popular theme in the new shopping patterns such as "double 11", mobile Taobao 38 life festival, WeChat shopping, and the online shopping enthusiasm aroused by marketing promotion.


In this regard, the industry consensus reached by China clothing forum is that the market downturn is only a false impression. People's enthusiasm for clothing consumption is far from being satisfied, and new consumer demand and expectations are constantly emerging. The industry believes that the upgrading of consumption and social transformation at the same time give the clothing industry a lot of consumer blind spots and business opportunities.


In the past, shopping was done in the next scene, but now it is shopping in many scenes. For consumers, O2O can be more casual, to shop is more of an experience, rather than step by step guide shopping around.


This means that the garment market will be rapidly differentiated, and O2O will change the layout of the entire apparel retailing industry. For some enterprises who understand the consumption displacement, they can be divided into online sales growth dividends, while for those traditional enterprises that do not know how to adapt, it means that the mastery of customers is no longer as simple as it used to be, which means that there is a split share.


The core of O2O is big data technology, and the data from social networking sites are large and vivid, representing the true thoughts of specific netizens, reflecting what they want to do. Clothing enterprises attach importance to the strength of these data, and make the brand closer to consumers, deeply understand the needs of consumers, and create consumer demand.


For the clothing industry in the era of O2O, "consumers" are no longer a vague group, but a "holistic person" supported by massive and fragmented data.


The online women's clothing brand has been quite flexible for the application of big data. Fang Jianhua, chairman of Yin men's dress, told reporters that the core of big data is based on the understanding of consumers.


A very good platform, at the O2O level, Jordan sports has been working with the Internet platform. At present, online equipment has been constantly improved, and the 3D fitting system is in a mature state.


Yang Xun, vice-chairman and general manager of sunrise Group Co., Ltd., in an interview with reporters after the twenty-third China JEANSWEST cup casual wear design competition, said that in 2013, JEANSWEST's sales in China amounted to 5 billion yuan and the sales volume of online stores was 260 million yuan. In terms of the development of e-commerce, JEANSWEST's next plan is to implement the O2O mode, realize resource sharing on line and online, integrate the huge entity sales network with the online sales network, and provide customers with a diversified shopping experience.


However, the deep and varied exploration can be regarded as a true portrayal of O2O practice in the entire garment industry. Metersbonwe CIO min Jie also said before that, "the clothing industry O2O is still in the seeding period, and the harvest season for eating rice is still very far away." Released from last year's high-profile O2O to the current experience shop, more than half a year, the O2O experiment has been in the background of integration. Min Jie said that in the short term, from consumer experience to performance improvement may not necessarily see the effect, perhaps 35 years later will produce fission.
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According to the Spring Industry Research Report of China Federation of textile industry in 2014, in the survey of e-commerce application of four major textile and garment enterprises in Jiangsu and Zhejiang industrial cluster area, some brand enterprises have begun to layout for O2O. However, due to the lack of planning for the development of regional e-commerce, the construction of public service of electric and electronic services such as warehousing and logistics is lagging behind, the third party e-commerce platform can be selected narrowly, and the lack of specialized talents; the high cost of Internet marketing and promotion has become the biggest problem that puzzles the application of clothing enterprises. According to the clothing enterprises, internet promotion accounts for 10%-15% of its sales volume, reaching 30% higher, plus logistics and express fees.


In the apparel enterprises surveyed, online sales are still at a low level. The gap between the annual electricity supplier turnover is large. Under the influence of network sales rules and consumption habits, the unit price of products is not high, and the cost of promotion is high, most garment enterprises are in a state of loss.


How to land O2O is a systematic project.


The future consumption pattern is vague and uncertain, and exploration is the only way to win in the future.


At present, the consensus of the industry is that O2O is no longer a "play concept" for solid clothing enterprises, but a "system engineering" for upgrading industrial value chains and upgrading retail businesses.


Li Shujun, vice president and chief executive of GXG apparel company, pointed out that if clothes companies want to get through and really realize O2O, they need to do well in four aspects of infrastructure projects, including the opening of commodities, the opening of stores, the opening of membership system and the distribution of interests.


In Li Shujun's view, after the O2O of the clothing industry has been opened up, the upgrading of user experience should be reflected in three aspects: shortening the path of browsing, making payment experience more convenient, and interacting with brands better.


However, in line with min Jie's view, Li Shujun stressed that O2O must be a long-term project that the chairman of the board is concerned about and promoted, and can not immediately change the actual performance of the garment enterprises.


Online to offline, offline to online is "people, goods, field" to get through. What does this mean? "Before consumers were a ID (membership card), now they are not only online members, but also members of Tmall members, offline members, WeChat ID". This shows that the O2O of garment enterprises is a long-term process of opening up the warehouse and digesting inventory.


Min Jie believes that the O2O of garment enterprises is the terminal of POS mobile and data analysis system, and it is the informationization of offline retail stores.


Li Shujun disclosed that, for example, GXG implanted WiFi in the store, connected with the Internet platform, and used marketing tools. But Li Shujun believes that this is not a retail core, but a form of retail sales.


Wang Yao, vice president of the China Federation of Commerce, is worried that even if the cost is high, the passenger flow will come. If the clothing enterprises themselves are hard, they will not generate sales. Therefore, Wang Yao believes that at present, for garment manufacturers, the core issue of O2O is how to better serve consumers. The advantage lies not only in stores, but also in supply chains, which must be able to design and make goods that consumers like better. It believes that in the O2O landing, we should return to the essence of clothing, focusing on products and design, finding out the brand's own values and brand culture.


2014 the participants of China Fashion Forum believe that the whole society needs 20 years to achieve O2O through all channels. In the first 5 years, online maintenance of old customers, during this period, China's physical retailing industry is facing a major reshuffle, and after 5 years of preparation stage, the enterprise reshuffle its organizational structure, and finally thoroughly implement the two-way convergence of O2O.