Traditional Retail O2O Will Focus Online Next Year.

< p > the growth of total retail sales of social consumer goods has continued to decline, even to the lowest growth rate in nearly ten years. The consumption market is still in the doldrums, and the next consumption is still difficult to become the first driving force of the economy; the growth rate of online shopping sales is more than 20% higher than that of physical stores.

In such a realistic economic environment, traditional retailing must strive to break through, including retailers closely related to retail sales.

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< p > the brand realizes that nowadays, we can no longer rely on offline channels to expand the market. Single brands and products can not satisfy the diversified and personalized needs of consumers.

Transformation and pformation have become the same behavior of many brands.

In the end, how to change the trend should be close to the needs of consumers.

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< p > how the market has changed, so the brand has changed.

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< p > < strong > O2O, the future will focus on online < /strong > < /p >.

< p > as we all know, in the consumer market downturn, the development of e-commerce is still very fast. In 2013, online shopping sales grew faster than 20% of physical stores.

No obvious acceleration, sales decline is still.

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< p > the difficulty of traditional retail is of course the economic environment, but the biggest blow is the impact of e-commerce.

Therefore, the development of "online" business has become a change that traditional retailers have to make.

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"P > e-commerce is a big trend in the future. Although the proportion of the network sales at present is not high, there are about 5%, but we are actively participating, and we are constantly exploring the channels of e-commerce."

Chen Jiaya, general manager of the Limited by Share Ltd of nine shepherd kings, told the Chinese commercial newspaper.

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< p > the trend of following e-commerce is not the practice of a branding company. In fact, this is the consensus of the entire traditional retail industry and the collective action of many brands.

"Online channels have become an important sales channel for the products of north polar series," said Wu Yiming, chairman of the north polar fabric. The north polar fabric has already started the expansion of online channels and has increased the proportion of upward pfer of business.

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< p > brand expansion of online and offline channels is the current hot O2O mode of the industry.

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< p > for online channels, many brands choose to expand products from offline stores.

According to the reporter, < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > brand Bosteng men's wear, north polar fabric and small household appliance brand Emmett, etc., are all choosing online channels to launch products with lower price and suitable for online shopping crowd.

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< p > of course, there are challenges to expand online channels with different product lines.

Wang Yao, director of the China National Business Information Center, believes that the essence of online and offline competition is to win more customers. Whether goods can satisfy consumer demand is still the core. O2O is only an innovation in retail channels, and its persistence needs to be observed.

"If the production and sale of commodities lack market competitiveness, the" double line "integration is ultimately just empty.

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< p > for the expansion of online channels, brand players are different from other traditional retailers. They do not build their own online platform, but sell online sales through the third party e-commerce platform.

"To be honest, it's every brand's dream to build its own online platform, but we don't have the strength."

Wu Yiming briefed reporters.

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< p > but the combination of online and offline is not as easy as opening a shop.

During the interview, reporters learned that with the expansion of online channels by brand players, their offline businesses also suffered a certain impact, with the trend of "online growth and down line".

As a result, the industry has questioned O2O again. Is online integration with offline? Or /p?

Zhao Ping, deputy director of the consumer economy research department of the Ministry of Commerce, said in an interview with the China Commercial Daily reporter that in the era of rapid development of e-commerce, online channel business is definitely growing, and the line must be decreasing. The online business of the same family is more reasonable than that of offline businesses.

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< p >, but Zhao Ping also pointed out that although e-commerce is very hot, e-commerce online shopping is not a myth. The growth of online shopping will also enter the bottleneck.

According to Zhao Ping research, when online shopping sales occupy 13% to 15% of the total retail sales of social consumer goods, online shopping will enter the platform stage.

"In fact, from the current growth rate of online shopping, it has begun to decline."

Zhao Ping said.

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< p > Zhao Ping further indicated that the key to O2O mode is actually to shop online.

The key to O2O is experience, and of course, it is a physical store that can carry out this mission.

In fact, the pformation of traditional retail O2O is not on line, but offline.

Traditional retail can use the mobile Internet to carry out marketing activities, and lead online traffic to physical stores.

"The pformation of the physical store is more important in the future, and the entity store should work hard in terms of service, experience, product categories, classification and processing."

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< p > < strong > take the road of diversification < /strong > < /p >.

< p > apart from developing online sales channels, brands are constantly widening and expanding their product lines, and even developing from single brands to multiple brands.

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< p > in the enterprise's strategy, the extension of product line and the development of multi brands are usually regarded as the diversification strategy of enterprises. But in Semir's a href= "http://www.91se91.com/" target= "_blank" > dress < /a > chairman Qiu Guang and it seems that this is not diversification, but diversification.

"Diversification is a trend in the future. Multi brand is also a strategy of Semir. We will expand Semir through various ways, such as merger, reorganization, acquisition, agency and self creation," he said.

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< p > on the pluralistic Road, the north polar pile is a representative enterprise.

As we all know, north polar fabrics are made up of thermal underwear. Nowadays, besides underwear, it has been involved in home textile household, men's wear, women's clothing, mother and baby and so on. There are tens of thousands of products.

In terms of brand, besides the north polar, there is also the brand of modal.

In Wu Yiming's view, branding should satisfy the needs of different consumers with a diversified product line.

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< p > indeed, the demand of consumers is becoming more and more abundant. Single products can no longer meet the needs of consumers, and more and more brands are taking various steps.

Wang Laoji is no longer a simple cans of liquid herbal tea, also began to produce solid drinks; Emmett in addition to electric appliances, fans and other small household electrical appliances, but also began to make kitchen appliances; Rossi, in addition to the production and sale of watches and clocks, also has its own glasses products.

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< p > the extension of the product line, the implementation of multi brand strategy, despite the fact that there are more tools to catch more consumers, the risks of enterprises are also great.

The risk of many product line management is very large. Once the management is not good or any type of product does not meet the market demand, it will cause a drag on the enterprise.

At the same time, the test of inventory will be great.

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< p > China national business information center points out that retail enterprises must establish a short cycle, small batch and multi variety production mode that can quickly meet consumer demand and effectively reduce costs.

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< p > of course, while expanding product lines and sales channels, it is also necessary to consolidate their own hard power.

Chen Jiaya pointed out that the future men's wear market will be more focused. Brand companies should pay more attention to the management and innovation of enterprises, constantly strengthen internal management, upgrade stores, consolidate the profitability of stores and improve store efficiency.

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< p > < strong > brand companies are chasing "private customization" < /strong > /p >

< p > China national business information center points out that the pformation of traditional large retail enterprises requires two key points: first, the buying system, the ownership of goods, the pricing power, and the initiative of variety and style. On this basis, O2O will be implemented, and the price and differentiation will be implemented online and offline. The two is personalized customization, using modern information technology and means to analyze the individual needs of consumers and satisfy consumers' personalized customization.

Among them, the "customization" has been branded by the brand.

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The word "P" is derived from Saville street, which means tailoring for individual customers.

Saville street is a "a href=" http://www.91se91.com/ "target=" _blank "shopping street" /a in the central part of London. It is famous for its traditional aristocratic men's clothing.

Later, it developed into all aspects of customization besides clothing, catering to people's pursuit of quality and personality, and creating a truly personalized life.

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In the "ten major technologies that change the future" predicted by the US P, "personalized customization" is ranked first, and this judgement comes from the trend of market change.

In order to cater for the differences between consumer differentiation and consumer income level and value judgment, businesses are meeting this demand on personalized customized roads.

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< p > Zhou Shaoxiong, chairman of the Industrial Company of seven wolves, believes that under the circumstances of subdivision of consumption, narrowing of consumer groups and fragmentation of demand, it becomes very important for whom to serve, and there will be market demand if products are individualized in terms of design and production.

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< p > Chen Jiaya also said that the men's wear market is becoming more and more personalized and fashionable.

"At present, nine herd kings launch a customized product a week."

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< p > despite being influenced by the brand of the parent company Bosideng down coat, Bosteng men's clothing is hard to be remembered by everyone, but it is also working hard to develop the men's wear market.

Customized products are also the direction of Bosteng men's clothing development.

"Now consumers like fashionable a href=" http://www.91se91.com/ "target=" _blank "> clothes < /a >. We try to customize some specific products according to the needs of the stars.

Shen Jianfeng, deputy general manager of Bosideng Menswear, introduces the custom-made idea of the company while displaying a fashionable little suit made by him specially tailored for Andy Lau.

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< p > customization is not only the topic of the clothing industry, but also the brand of the watch brand.

"We produced a watch product suitable for public service last year and sold well.

This year is rosin's 30th anniversary. In August, we are also preparing to launch a customized product with limited collection value.

Rossini, deputy general manager Chen Sichu said.

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< p > Chen Sichu also said that in fact, "private customization" is not a new word, nor is it a new way.

Some luxury brands have already realized customized business, so long as consumers need it, they will produce specific products.

At present, domestic enterprises are still in the stage of producing customized products for a particular consumer group.

In the future, enterprises will expand to a stage of personal customization for one person.

"Consumer demand is becoming more and more individualized, and customization must be the future opportunity for brands."

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