Clothing Brands Have "Electric Shock" Of Lun Lun Poetry: Test The Water O2O

With the O2O mode as the means, the major clothing brands have been "electric shock". Undoubtedly, they want to win a piece of their own in the huge electronic business platform. Since the beginning of last December, Lun Lun has tried some O2O results.

　　 Do the right thing for yourself. O2O "

More than 10 years ago, Yan Peng, chairman of the Chongqing Lun Lun Shi dress limited company, bought the French brand of "Lun Lun Shi" and began to try to play the Oriental poetry.

"Our product is located in high-end women over the age of 35. This age group has higher purchasing power and more occasions to wear high-grade clothes. Therefore, the style of the dress is more elegant and mature. In clothing design, the poetry of Lun Lun makes a special modification for the parts of the body, such as the waist, abdomen and so on, which disguise the lack of body shape and bring more youthful flavor to the women at this age. Chongqing Luo Lun Shi Clothing Co., Ltd., Feng Haotian, director of e-commerce, told reporters.

although Poetry of Lun Lun The brand has a history of more than 10 years, but doing online is still in its initial stage. Unlike many brands, the online channel is used as a way to dump inventory. The online and offline lines are two design teams, which can be said that products on line and offline are completely different.

Feng Haotian said: "the products of our physical store belong to high-end women's clothing, while online is the main presumption, which belongs to the middle end consumption. The customized production is only small batch production, which reduces the inventory pressure. If consumers respond well to some of the online styles, we will produce second batches of them again, and regularly release new ones.

For the Lun Lun poetry, the physical store has been very mature, how to break the line between the mature offline sales and exploration, Feng Haotian has his own view: "many enterprises are doing O2O, but many enterprises are not fast enough in terms of technology and reaction speed, so there are many failure cases, but there are also brands that do well, and we need to learn and learn from them."

Offline experience is the foundation of online payment and after-sales service. This should be a O2O style with the style of the Lun Lun style. Although the online presumption is made, there is also a physical product page, because every item in the store is matched. QR code Consumers can try on the spot, if they think they need to consider, scan the two-dimensional code. If they want to buy it, they do not use it in the shop, ordering online directly.

He said that this shopping mode especially avoided the loss of those hesitant customers. In the past, customers could not make up their minds about a garment. After they got out of the shop, they couldn't sell them for two times, and few customers would go back to the shop to buy them again. Now, as long as customers input the code issued by the guide through SMS, they can buy after thinking and comparison, and there is no time limit. If a customer wants to purchase by scanning the two-dimensional code, he must enter a 5 digit numeric code. This code contains a lot of information, including the location of the physical store and the information of the shopping guide who is responsible for providing customers with services. Sales performance will be given to the corresponding storefront and shopping guide, and the shop will no longer have to worry about being a free "fitting room".

　　 Line heavy experience, online heavy differentiation

In order to meet the needs of high-end consumers and enhance customer experience, a new terminal mode, namely life experience Museum, has been developed online in Guangzhou, and there are about 30 experience museums in Chongqing and other cities.

The so-called life experience museum is a physical store that combines entertainment, tea drinking, making friends and other leisure activities with clothing sales, and it pays more attention to the development of "club economy". In addition, the life experience Museum has integrated more categories of products, including tea sets, skin care products, tableware, furniture and so on. Customers can place the meeting place in the experience hall, talk about affairs, not only can taste the red wine and tea in the shop, but also appreciate the tableware, furniture and other works of art from different countries. Customers can also experience the museum as a mere entertainment place, playing the guzheng, writing calligraphy, etc. The experience hall regularly invites professionals in music, calligraphy and other fields to come to the museum to perform talent shows and give technical guidance to customers.

There are hundreds of physical shops in Lun Lun poetry, and only about 20% of all stores are directly owned. If the homogenization of online and offline sales is serious, and online prices are always below the line, it will inevitably cause dissatisfaction among many dealers. In order to solve this contradiction, he is committed to the development of differentiation on line and offline, and uses O2O mode to narrow the distance between online and offline.

"At present, there are more than 100 electricity supplier teams, including an independent design team." Feng Haotian said. First of all, the design team has developed online customization based on online market demand. Therefore, many consumers who are accustomed to trying on line and online shopping will find that many styles can not be found online. In this way, the online rush order caused by the similarity of product styles is avoided. Secondly, the poetry of Lun Lun will work hard on the diversification of fabrics, and some online products use totally different fabrics from offline products. Due to the fact that the Lun Lun Shi clothing company is also a clothing manufacturer, it can not only develop a new series and edition, but also help enterprises digest the purchasing inventory caused by the deviation of the previous prediction.

　　 The combination of upper and lower forces

The difference between online and offline products can certainly alleviate some of the business conflicts between the electricity supplier and the distributor, but "differentiation" is limited. How can we really ensure the interests of dealers?

Lun Lun's poetry is positioning high-end consumers. The offline part is cooperating with banks and all kinds of airline shopping platforms. Banks and airlines will maintain their relationship with VIP customers by exchanging gifts or gift coupons, and the company is targeting VIP's high-end customer group. It is a good marketing method to drain these customer groups to Lun Lun's poems through mutual cooperation.

"As far as I know, sometimes the expansion cost of these platforms is as high as 30% of sales, which is even higher than that of offline stores." Feng Haotian said.

In the online development, Lun Lun Shi will not directly participate in the promotional activities of the e-commerce platform, nor will it encourage the distributors to participate vigorously, but will carry out brand promotion through a more rational way. The company is very optimistic about the mobile terminal market, and the company will also consider developing its own mobile App application software. In addition, the company is considering developing new high-end products with some foreign enterprises, and constantly enriching product categories, including underwear products, furniture and electrical appliances.