How To Change Clothing Industry With O2O

< p > over the past few years, China's apparel industry has never been able to get rid of the problem of sales decline and high inventory.

This year's store business is more precarious, while online sales have been growing.

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< p > "so this year we are really thinking about how to realize O2O."

Zuo Jingdong said.

He was born in the IT industry and joined Mark Ed Faye 3 years ago.

In his view, Tencent and Alibaba led a taxi fight a few months ago, so that garment enterprises have a more intuitive understanding of O2O.

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< p > Baidu is still in the layout, Tencent and < a href= "http://www.91se91.com/news/index_c.asp" > Alibaba < /a > director a href= "http://www.91se91.com/news/index_c.asp" > O2O > /a > the grand opening has been opened. The most important product category of electronic commerce, clothing, is the first to bear the brunt of it. Although most brands have only a crude script and props are not complete, they are still stamping their eyes and playing.

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< p > < strong > in any case, we must do < /strong > < /p >.

< p > March 16th, Wang Weiwei, who was on a business trip in Beijing, received an email from Tencent's Micro shopping.

The content of the email is that Tencent is willing to offer a red envelope of 10 million yuan and cooperate with the O2O brand to promote the sale.

He immediately forwarded the mail to Ding Hui, the chairman of the company.

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< p > Wang Weiwei is the head of the O2O project. He is only 29 years old and has worked for 7 years in the region. He has built the whole online sales team.

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< p > simply speaking, this activity is hanging a two-dimensional code on every item in the store. When customers purchase, WeChat can scan the two-dimensional code with their mobile phones and get the Tencent's shopping envelopes.

After paying the order, you can pick up the goods on the spot or fill in the address on the micro shopping.

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< p > second days afternoon, the 5 member group of O2O strategy headed by Ding Hui held a meeting.

The strategic group has just been established, and its members include the head of the company's retail center, the head of the online team and Wang Weiwei.

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P, the headquarters of Quanzhou, is listed on the Hongkong stock exchange early this year. Its products are mainly men's wear. Last year, sales volume was 680 million, less than 1/10 of Metersbonwe's sales.

"Our company's main target group is a 25-40 year old young man who will be the main force of O2O in the future. This is our advantage in O2O."

Wang Weiwei said.

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Ding Hui, who was founded in 1997, missed the golden age of China's clothing industry. So, Ding Hui regarded P as his opportunity. Compared with thousands of clothing businesses, he had a quick turn and less resistance to catch up with the car.

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< p > at the annual marketing meeting in February this year, Ding Hui announced the launching of the "cloud Wardrobe" project.

This project will use APP and micro shopping platform to guide the entity store, and use this platform to enhance the loyalty and retention of users, so as to integrate online and offline.

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< p > however, Wang Weiwei questioned the participation of Tencent in the promotion group. He mainly thought that the time was too hasty.

After the launch of the "cloud Wardrobe" project, the small company has three online channels: Tmall, Jingdong and other B2C platforms, the APP shopping platform launched at the beginning of the year, and the micro shopping in early March this year.

In the latter two applications, although the same price has been achieved with the same line, it has just been launched and has not yet been promoted nationwide.

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According to P, Wang Weiwei has only a dozen orders per day in the past few months. "Large scale promotional activities are more complex than their daily operations. Are there any skips?" < /p >

< p > but Ding Hui finally said: since Tencent has given such a great help, we should do it anyway.

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The biggest difficulty of P is that the background system has not been completed. "Online orders and actual inventory are not integrated, and the inventory system of shops and micro shopping platforms has not been opened."

That is to say, customers shop in the store and shop, and stores can only settle their accounts in their own system and cancel their inventory. This paction reflects the need for manual operation when the whole inventory is online.

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< p > "the orders and micro purchase orders generated by future POS machines should be interworking, and the order status will change at the same time. It is really troublesome to manually change orders now."

Wang Weiwei said.

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< p > distribution of interests among shops is also a problem.

For example, if a product is out of stock, the customer who enters the shop chooses to place an order online, so they have to allocate the inventory across the store, which involves the distribution of interests between the two stores.

The result of the final discussion is to produce a temporary solution: the pfer of goods from the nearby stores to customers by the dispatch instructions from the company's Commodity Center, and the performance is attributable to the store.

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< p > this is an adventure.

"The performance is classified as the delivery shop, and the shop where the customer orders is no performance. If the volume is large, it will cause contradictions."

Wang Weiwei said.

Fortunately, all shops in the activity are well stocked and the proportion of goods pferred is very small.

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"P >, after rush preparation, from April 18th to 21, the company deployed 100 direct outlets to participate in the sales promotion.

The result of these three days is: about 3000000 of the sales performance, compared with the same period last year, an increase of 280%.

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< p > although the sales target has not been achieved, it is enough for the entities participating in the event to see the explosive force of O2O.

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Wang Weiwei P is pleased that this will certainly help the company form a consensus.

"Before many people think that the brand launched a micro shopping or APP is O2O, isn't that nonsense?" he thinks O2O is a big project that is bone breaking. "O2O will get rid of the original system and do it again if we get through the online and offline businesses. What is the significance of this promotion? That is, let everyone recognize the necessity of the establishment of the Committee."

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< p > > after the activity, < a href= "http://www.91se91.com/news/index_c.asp" > "odd" /a > micro shopping will be included in the O2O promotion and development platform of the company, and the two-dimensional code suspended on the clothes will also be retained.

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< p > through this activity, Wang Weiwei found that Tencent's Micro shopping platform itself also had some problems.

For example, sometimes customers can not open the commodity two-dimensional code; when selecting the picking method, they will automatically jump to online delivery; and some of the orders can not complete micro payment.

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Besides P, Wang Weiwei also feels that hanging two-dimensional code is very troublesome.

He is now persuading micro businesses to accept the original barcode.

"There is no need to add a set of two-dimensional code when promoting micro shopping, and when to promote Taobao's Micro panning, is it necessary to hang up a micro code?" < /p >

< p > < strong > each family has different difficulties. < /strong > /p >

On the day of activity P, Wang Weiwei went to the nearby store to check the situation.

"I find that the understanding of each shopping guide is different. From the point of view of the headquarters promoters, this does not meet the requirements, and the shopping guide is not familiar with the order operation, or even calls to headquarters at the scene."

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< p > the electrical system and the next store are two independent departments, and the new products are sold under the line.

"Now that commodities and members need to get through, the backstage foundation will not work."

Wang Weiwei said.

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< p > his next job is to build a new backstage system. For this reason, he changed his APP partner recently.

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< p > in addition to the background system, O2O has another big project to do. That is the pformation of the physical store. After all, the essence of O2O is to improve the shopping experience.

Future stores are more important than sales, and salespeople need to be retrained.

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"P", a group of trainers.

At the same time, every activity shop upgraded Wifi, distributing iPad, commodity two-dimensional code and other basic materials.

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The day before the start of the P activity, the results of the inspection show that the pformation will be a long-term process.

Most stores still fail to grasp the basic flow of goods replacement, and even some shops do not know how to hang two-dimensional code.

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< p > other brands of O2O experiments start from stores.

Since last year, Metersbonwe has launched the "luxury experience shop + APP" O2O mode. In the pformed Hangzhou flagship store, apart from the commodity display, it has set up a rest area of nearly 100 square meters. It has gathered coffee, book bar, small garden and so on. Free wireless network covers the whole shop. The two-dimensional code can be seen everywhere, prompting users to pay attention to WeChat or download American bond APP.

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< p > but Metersbonwe's problem is that it has not built up its unified backstage system, which has made O2O experience a great discount.

For example, you can't place orders in a store and pick up goods from another store.

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< p > "Metersbonwe's planning is very big, and there are a lot of teams in it, but what we can see is only a partial point. The channel and logistics have not yet been opened."

Luo Guangping, President of Yum Software Research Institute, said that the main business of the research institute is to provide information management solutions for garment enterprises.

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< p > this is also determined by Metersbonwe's past channel mode.

Like most of China's clothing brands, Metersbonwe's channel structure is very complex, mainly based on "Direct stores + franchised stores", as well as agency mode, and special channels for inventory products.

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< p > compared with the famous international fast fashion brand ZARA and UNIQLO's single store mode, the United States complex channel has many difficulties in the pformation of O2O: because it is difficult to divide interests, franchisees and agencies can hardly cross the store to pick up goods.

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P also has the same problem.

By the end of 2013, there were 490 entity stores in the park, with a total number of 249, accounting for about 54.1% of the total.

At the moment, he has only made direct outlets and online access. He plans to do some experiments in the small shops of the direct shops, then expand to the national stores, and finally consider covering franchisees and department stores.

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< p > Wang Weiwei holds his business card and says that he will have another "customer marketing center director" next month. "Getting through the membership is an essential part of O2O."

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< p > when it comes to learning examples, Wang Weiwei most admired ZARA and UNIQLO. "All direct shops, O2O's distribution of interests is much simpler."

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When p was launched last year, APP realized the customers' free choice of picking up nearby stores or delivering goods by ZARA.

"This shows that ZARA has achieved order integration and commodity integration."

Wang Weiwei said.

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< p > compared with Mark Ed Faye and Metersbonwe, the attitude of O2O is more cautious.

"All cases have been studied. Our strategy is to follow.

It's the big companies that do it first. We ship.

For example, after Yintai and Taobao's O2O cooperation matured, our brand entered the mall, and naturally realized O2O.

Zuo Jingdong said.

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< p > in his view, the most important obstacle to O2O is the pformation of people's way of thinking. "Because online and offline are two kinds of ideas and two groups of people, it takes a long time to change."

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< p > in order to find a fulcrum for the pformation, Mark Ed Faye has positioned the SHAKE sub brand of young people in a thorough O2O pformation.

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< p > now, we can not see the success or failure of Tencent and Alibaba O2O. Almost all brands are doing micro shopping and micro Scouring at the same time. As for the future, Wang Weiwei believes that the current success has its exclusive effect, because another platform will let shopping guide and even consumers find it troublesome.

Mark Ed Faye will not make a choice for the time being.

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