Garment Industry From "Electric Injury" To "Electricity Supplier" Into The O2O Era

< p > the world is < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank".

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< p > Chao Ma Affiy used to shop and purchase online frequently, and saw a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > like to buy.

However, after the birth of the child into the tiny fat market, Affiy painfully discovered that many clothes could not be worn, and a large amount of silver was wasted.

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Under P, Affiy started a "rational shopping": watching a garment on the Internet. If there is a physical store, it will try again and try to finish a piece of clothes and think it over and then buy it through computer or mobile phone online.

If the two-dimensional code is scanned in the shopping mall, there may be a discount in the mobile terminal.

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< p > the smarter online shoppers like Affiy are growing, and the clothing industry is starting to deepen the Internet: clothing companies are marching into O2O (Online To Offline, online to offline).

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< p > "since last year, the word" O2O "has been chewed up in the mouths of the costumes.

A clothing industry data expert said, but so far, the clothing industry is still groping about the O2O model, known as the "full channel".

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< p > < strong > from "electric injury" to "electricity supplier" < /strong > < /p >.

< p > "from the monitoring data of the major retail enterprises in the first two months of this year, the retail sales increased by only 1.5%, of which 1% of food and 1% of clothing."

62% of the total retail sales were negative, and the negative growth rate was unprecedented. "

Wang Yao, vice president of China Federation of Commerce, said at a forum on clothing channel construction.

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< p > Where have all the customers gone?

Clothes sold by the courier brothers who are rushing all over the country every day are not small.

10 years of electricity supplier, clothing industry is one of the earliest and largest traditional industries covering the Internet sales channels. Today, whether brand or OEM, almost all garment enterprises have begun to enter the electricity supplier.

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< p > however, apart from a few brands, because the unique strategy and tactics are suddenly rising and the network is dominated, the whole industry does not seem to thrive.

An important driving force for consumers to choose online shopping clothes is that the price is lower than that on the line. Many garment companies conform to this rhythm, or digest the inventory on the electronic business platform, or directly share the same line with the line.

As a result, the increase in sales is in contrast with the increase in sales volume. If profits are diluted, the business on line will become more and more difficult.

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< p > "Tmall has become like a tail cargo market, and the average discount of the customer price per unit price at 33% off is already a good achievement."

Shanghai Bojun software technology company has been providing information management software for garment enterprises. Feng Wei, deputy general manager of the company, said that in the era of PC Internet, clothing enterprises thought that they could open shop and bend over the Internet freely, and discovered that traffic was bought by online shopping.

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< p > and online price below the line will lead to the "uprising rebellion" of the offline dealers. The next year's order will have to bargain with the brand.

Because of the collective impetuosity, the electricity supplier has become "electric injury".

This has led many fashion brands to return and push consumers back.

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Below P, it is certainly not "abandoning the net".

Many people believe that the O2O era will be the process of reshaping the electricity supplier. In the mobile Internet era, we can get through the entry of various channels, and let traditional channels and networks play their respective advantages.

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< p > < strong > million yuan subsidy, first let consumers get used to < /strong > < /p >

< p > popularly speaking, O2O mode is to bring online consumers to physical stores, online payment, store delivery, and enjoy services online.

The mobile Internet has made O2O more realistic, narrowing the distance between online and offline -- after ordering coffee on the first floor of a shopping mall, then you can go to the third floor shop to try on clothes and pick up the goods.

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Under such a background, brand companies began to focus on training consumers' habit of mobile shopping and Pad shopping. < p >

At present, Jingdong, Tmall and other major e-commerce platforms have set up mobile phone clients. Some brands on Tmall also set up cheaper mobile phone shopping prices than PC.

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< p > Tencent is more radical.

From April 18th to 20, Tencent's Micro shopping mall combined 20 brands of shoes and clothing, including seven wolves, Daphne, Luo Lai home textiles, North Qi, Qipai and VERO MODA, launched a three day promotion campaign, which is known as the first real O2O promotion in the domestic footwear industry.

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< p > continued the hot WeChat WeChat and the tick taxi mode. The promotion of Tencent offered tens of millions of yuan subsidies. In the Tencent micro shopping mall, consumers get 50~1000 yuan red envelopes every single time, and at the same time they can enjoy different discount rates. Buying a commodity can save RMB less than fifty or sixty yuan, and hundreds of thousands of yuan.

At the same time, in order to improve the enthusiasm of offline stores, shopping orders can be awarded Tencent 10 yuan reward.

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< p > in the traditional channels, the male wolves, the seven wolves, have been very mature. In 2014, they were the year of reform. There were 11 branches, 167 shops and 596 commodities participating in the promotional activities. The final turnover was 13 thousand, and the total performance was about 5300000 yuan.

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< p > another menswear enterprise, the first fast fashion brand listed on the main board of the Hong Kong stock market, has sold 100 entity stores in 13 provinces and cities, with a sales performance of about 3000000 yuan, a good achievement in the first place of sales, and sales increased 280% over the same period last year.

Among the participating brands, the brand reputation, the number of stores and the price of single products are far lower than those of other clothing brands.

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Wang Weiwei, the director of the P O2O, told reporters that he spent a lot of time thinking about the promotion: the whole day's spring and summer style was 21% off below the line and offline. The week before the start of the event, the about 1000000 member database was used to organize a 1 yuan rush to buy 20 yuan coupons. On the surface, it was a preferential consumer. Actually, it was to advance the micro payment for the members of the customers who did not pay attention to the micro shopping under the line, so that during the promotion period, the shopping guide no longer needed to help the customers to carry out online operation and improve the service efficiency.

If you buy a 199 yuan T-shirt in the store, open WeChat to enter the shopping mall, scan the commodity two-dimensional code, discount 157 yuan, subtract the Tencent red envelope (the lowest 50 yuan), only need to pay 107 yuan.

After "micro payment" payment, pick up goods at the store, and also can go home and deliver goods by express.

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< p > < strong > O2O is an internal closed loop < /strong > < /p >.

< p > February this year, at the annual marketing meeting of Ding Hui, the chairman of the board of directors proposed that the pformation from the traditional "a target=" _blank "href=" http://www.91se91.com/ "brand clothing < /a > retail companies to" Internet based sales oriented clothing retail companies "should be carried out in an effort to realize the integrated sale of online and offline businesses in 2016, and the total amount of online retail sales should be no less than the total retail sales under the line.

Ding Hui also put forward the company's strategic level project - "cloud Wardrobe".

The so-called "cloud Wardrobe" is that the loan will be imported by APP, micro shopping platform and so on. The platform will enhance user loyalty and retention rate. At the same time, with the mobile payment experience and online customer service, it will truly become a mobile Internet communication service platform, which can effectively integrate online and offline.

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< p > Luo Guangping, President of Parkson Research Institute, believes that O2O is not a simple online addition. Its essence is a closed loop. Through e-commerce, a new shopping experience centered on consumers is established. In order to achieve such a closed loop, the organization, process, management mechanism and even the most fundamental distribution of interests are changing and even changing for clothing enterprises.

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"P", "China Research International" is a well-known domestic clothing industry training organization. The company's general manager of the electricity business department, Su Zhen, has evaluated the distribution of interests in the "full channel" practice of O2O, brand operators, franchisees and agents. The mode of "one city, one shop and joint investment" has solved the problem of distribution of interests that the best sellers can not get under the line. The city has only one associate partner in every city, and the consumers under the online and offline belong to this partner.

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P, another fast fashion brand that consumers are familiar with, also has many contacts with consumers: official website, Tmall flagship store, official APP, micro shopping mall...

Luo Guangping said that although these points can be shoppers, they will eventually lead consumers to two places: physical stores and Tmall flagship stores.

UNIQLO also insists that all products and all promotional activities are consistent online and offline.

In her view, homogeneous parity is a necessary condition for the brand to realize O2O.

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< p > the head of research institutes told reporters that no matter how to operate, the most important prerequisite for traditional brands to enter O2O is the whole process of digital management: from offline information system to online retail platforms, to open up the terminal stores between brands, and to open up PC and mobile terminal stores.

Otherwise, it will be like Ma Yun said: "the Eight Diagrams Palm is strong enough to practice. You will still die when you encounter machine guns, and you will die very ugly."

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< p > < strong > big data help personalized production < /strong > /p >

< p > online and offline resource integration has not only opened up channels, but also changed the production mode of garment enterprises -- big data support enables enterprises to more accurately grasp the needs of consumers, enterprises can display samples on the Internet at the pre-sale stage, and make production plans according to the order of consumers, so that the quantity of each single product is accurately butted with sales volume, effectively reducing inventory and waste.

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< p > providing personalized service on the basis of standardization not only effectively controls inventory, but also improves profit margins.

In Qingdao, Shandong, there is a red collar group, which is suddenly noticed in the industry, like the one in North Korea.

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< p > today, garments are standardized products produced by industrialization, but many consumers still have individual needs.

Red collar relies on its large amount of data and advanced design and production technology to turn the custom-made clothing which has cost much time into industrial operation.

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< p > Li Jinzhu, executive vice president of red collar group, said that the red collar has spent 10 years and invested 260 million yuan in funds to create a unique data management and control system in the world. The information of customers can enter the multilingual interaction system through servers in China, the United States and Europe. The global customers can enter the autonomous order system, independent research and development system, autonomous photographing system and production execution system on this platform, and then make separate orders according to the factory's production capacity and equipment capability.

The clothes produced in this way are no longer only standardized numbers such as "M", "L", "XL" and so on. Each garment will show different nuances according to the characteristics of each customer.

After that, the finished product entered the automatic logistics system of the red collar, which was directly connected with UPS and Shun Feng.

The customer orders less than 7 working days to get the clothes, while the traditional advanced garment customization takes 20 days.

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< p > "our production cost is 1.1 times the cost of ordinary garment production, but the profit is 2.1 times that of manual production."

Li Jinzhu said.

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Zhang Ruimin, chief executive of Haier group, after visiting the red collar custom factory, asked all Haier executives to learn from the red collar. He sighed with emotion: "in the process of informationization, we can deliver goods quickly, which is a must for the traditional enterprises in the Internet age to meet the personalized experience of users." P

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< p > < < a href= > http://www.91se91.com/news/index_c.asp > > electricity supplier < /a > is not only a channel, it is not just sales but a new technological revolution in the industry. It has already revolutioned consumption mode, exchange mode and production mode in a faster, deeper and wider way.

In March this year, the Chinese clothing business conference held a clothing industry expert to make such a judgement and throw out such an annual prediction: "the trend of consumption will be increasingly rational, the end of the dividend era of the flow, the era of brand dividends is coming, the era of oligopoly will come."

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