Problems Needing Attention In The Process Of Promoting O2O In Clothing Brand

　 1, not all direct stores or direct outlets are suitable for O2O.

Before making O2O promotion, the best choice of clothing brands is to choose the shops and shopping malls which are not uniform in the form of stores. However, the unified department stores or shopping malls can not do O2O at present. Because the points of the department stores or shopping malls which are unified with the cash register, it is very likely that unified department stores or shopping malls will obstruct such activities, unless the managers of such stores or shopping malls do not realize that the brands have introduced their achievements to the third party trading platform. To sum up, at present, it is not suitable for all brand stores or direct management stores to be O2O.

　　 2, O2O needs to do well in promoting training.

In the process of preparing O2O promotion activities, one of the unavoidable links is activity shop training and brand WeChat public account customer service training. Especially in the activity shop training, many brands did not do well. For example, third days after the activity, I went to some clothing brand stores to understand the situation. Many brands only trained a small number of personnel, and then transferred to training at the first level. In fact, the information needed to convey the training effect and activities was decreasing, so that when the salesmen introduced activities to me, they did not seem to be professional. Therefore, as a brand side, the situation that may be encountered in the implementation of the activities needs to be more comprehensive and detailed in the training materials. It can be annotated by various means such as WeChat group, WeChat public account, video and so on.

　　 3. The difference between men's and women's wear brands and consumer groups.

Apart from the difference in consumer loyalty, men and women's clothing brands should also pay attention to the following aspects. For example, the age of men's and women's wear brands, the habit of consumers coming to the shops, the size of stores and the difference of staffing, all will affect the execution of activities. For example, men's wear shops are generally larger. Even when the activity time is selected on weekends, the customers entering the shop are bustling, and the shop assistants have more time to communicate with customers and promote O2O activities. And women's clothing brand, whether it is parity or high-end brands, once the weekend coincides with the outbreak of shop outflows than usual, usually a lot more, this time, even the O2O performance can also be accounted for offline stores, but as a brand side, it seems that more needs to be considered is how to better serve good customers, rather than just pushing some customers online transactions, resulting in offline running lists.

　 4, consumers questioned the safety of WeChat payment.

　　 WeChat payment Even during the 2014 Spring Festival, the red envelopes were sent around the circle of friends, but in fact, the proportion of people who actually use WeChat pays is still relatively small in China. Especially in the case of CCTV and other media reported some virus two-dimensional code, resulting in the loss of consumer funds, due to the consideration and doubt about the payment security, it will also affect the promotion of O2O activities. Of course, aside from this activity, if we are relying on other platforms, there is no way WeChat pays for payment.

　　 5. Offline store Incentives and calibration are very important.

The concept of motivation is used to motivate employees' work motivation, that is to say, to ignite the passion of their employees with various effective methods, to motivate them to work harder, to generate their desire to transcend themselves and others, and to release potential huge internal drives, so that they can work hard to fulfill the tasks of the organization and achieve the goals of the organization. In the implementation of O2O activities, motivation is also a very important part (Tencent Inc has only 10 yuan subsidy to the shop assistants and other brand incentives). And the corresponding incentive is often inseparable from the "calibration" two words, without goals, the clerk in the execution process may become dispensable. The reasonableness of the calibration requires the analysis of the performance of each store and the flow of people, which can be described as a huge and systematic work. To sum up, the brand side needs to realize that, if there is no store marking for such activities, even if there is incentive, it may not be able to mobilize the enthusiasm of the staff.

Apart from getting the red packets, the discount offered by the brand side is different. In terms of Jinyuan costumes, we have been selling with no discount strategy since our brand was established. Therefore, we haven't given any big concessions in this activity. Only the red packets that Tencent Inc gave to consumers, and VIP members can enjoy the membership discount in WeChat's binding membership card. Therefore, in the process of promoting the O2O activity, those who give the big discount should consider whether the brand image will be affected after this great effort to make profits. Is it for greater profits or for the popular O2O? Who is pushing behind the promotion of O2O, who is benefiting and who will die out?

In particular, by concentrating on affiliate marketing, I think O2O is an unsustainable behavior, because in the daily sales process, in addition to maintaining the outdoors, we really need to win those new customers.

Although at present Consumer The cultivation of shopping habits, the diffusion of fashion and trend, the differentiation of style and taste, and the popularity of smart phones and mobile terminals, as well as the impact of shopping platforms and social tools, are all different from those of the past. But I believe that the current consumer's concern is not just the way of buying, but also the style, quality and service quality of the products. Therefore, I believe that in the process of implementing O2O, the clothing brand needs to think about the bottlenecks and how to break through in order to satisfy customers' convenience to buy the favored styles and solve the shortage of brands and lack of color codes, so as to make continuous improvement and O2O. Avoid big profits, let O2O promote eleven steps.