Liu Yanli Talks About O2O Deployment Strategy And Gains And Losses

　　 Offline accumulation helps rapid development of online business

Pathfinder is on the right track. O2O From all aspects of the trial, from the development process of its electricity supplier, we can see clearly the development process of Pathfinder from offline to online. The pathfinder was established in 1999, making the tent from the beginning, and then developing the whole shoe and clothing category. So far, the Pathfinder has been outdoors for six years in a row. This industry is the first place in the market for similar products, and there are about more than 1600 stores in more than 300 cities. With more than a decade of accumulation and success, we have also made rapid development of our online industry.

The real "electric shock" of Pathfinder began in 2011, in addition to doing some acquisition with Jingdong and Amazon, similar to the mode of distributors; in July 2011, Tmall Officially began flagship store operation; at the end of 2011, it opened Taobao distribution. At present, Pathfinder is on the Internet, including some other platforms, with about more than 500 stores.

The electricity supplier department was also formally established in 2011. In the following 3 years, the whole transaction was developing rapidly. In 2011, the turnover was about about forty million, and in 2012 it was about 1.2 billion. In 2013, it was nearly 300 million. The most prominent is the annual turnover of eleven, which is 3 million 400 thousand in 2011 and 23 million 600 thousand in 2012, while only 77 million 490 thousand in Tmall stores in 2013, plus some of our other stores, including our distributors. Online retailers A very big year of change and challenge.

　　 The reason why the electricity supplier failed in 2012

Pathfinder O2O business has been planned in 2010 and officially started in 2012. At that time, the earliest attempt was actually the mode of near shipment, that is, online sales and offline delivery. At that time, we only made some changes from the business mode, and did not promote our website on a large scale. In fact, we did not succeed in this mode at that time.

　　 The reasons for this failure are two points:

The first point is that most of the franchisees of the Pathfinder participate in the franchising mode. In 2012, they did not have a deep understanding of the electricity supplier. At that time, the franchisee offline could not understand what was going on online. And the most intuitive idea is that online may grab some of their business. So in 2012, the first franchisee with the pathfinder was not many.

The second point is that shoes and clothing are off-season and busy season. In the off-season, businessmen have a very high degree of willingness to cooperate. He will give you a lot of stock products, so that you can help him make a supplementary sale. During the peak season, he may not sell himself enough. At this time, it is very difficult for the brand to do some marketing.

　　 2013 attempts to interact with franchisees

In 2013, Pathfinder began to make a thorough difference between the online and offline products. Do not go, in the first half of 2013, allow franchisees to participate in some of our Tmall distribution. In July 2013, the spring and summer ordering meeting, the Pathfinder invited some franchisees to take part in some online sales. At that time, people still did not understand the mode of online sale. Many of the franchisees at the order meeting thought that the willingness to take part in the online business was not very high.

Knowing the idea of franchisees, the Pathfinder made some combing of online data and made some sharing: at that time, the sales volume of outdoor industry in Tmall from the second half of 2012 to the first half of 2013 was almost 9 billion. If the electricity supplier of the Pathfinder does not go to the electricity supplier and the Department does not exist, then will the 9 billion disappear? In fact, it will not, but it is only possible that the Pathfinder will not do it. Then there may be other brands and other competing products to do, and consumers may not be able to buy the things of the Pathfinder on the Internet, so they may buy other brands.

From the perspective of consumers' origin, the difference between the north and South regions is relatively large, and the sales in the north area will be better. From the source of online consumer groups, the source of consumers in North and South regions is quite balanced, and there are many excellent customers in the Southern District. The age of online consumption is relatively younger, which is different from the age line.

Therefore, the online business conference will affect the line, but if not, the market will still exist, and it will give way to competitors.

Now, franchisees on the line have opened their own franchise stores and stores on Tmall. Among the existing distributors, there are approximately 400 C stores in Taobao, and there are more than 40 B stores. From the second half of 2013, franchisees are very active in participating in this online sale. They will find different ways of operation and know more about online sales rules.

In 2013 autumn and winter ordering, the Pathfinder suggested that franchisees should order some customized items. From the perspective of franchisees, he can make some online and offline interaction, which can be sold online and sold online. This order meeting, the franchisee under the line is very active to sign up, request to participate in the online sales. Even some franchisees didn't understand the problem of electricity providers in the first half of the year, but in the second half of the year, they began to put forward many professional problems.

From the point of view of sales, the way that Explorer tries to interact with franchisees under the line has enabled some franchisees to start playing O2O themselves, and they are doing some interaction with their stores in their own area.

The O2O mode that Pathfinder tries is very extensive, and there are many ways and means. Now, the Pathfinder official website is becoming a APP. This APP website is a collection of various kinds of information that you need to find when you travel outdoors. In addition, an official shopping mall will be loaded on the APP. In fact, from O2O to O2M, Pathfinder is always exploring and actively participating in different directions and different points.