Vip.Com: It Is Hard For Us And Our Competitors To Copy Flash Buying Myths.
< p > O2O noisy in the city, but no practitioner.
Too many people have come up with an endless stream of concepts and patterns.
For the sake of simplicity, it is better to ask questions in a progressive way, to spin the cocoons, and try to clarify some clues.
< /p >
< p > Alibaba group's Yintai business group (hereinafter referred to as "Yintai business") has caused a great stir in the industry.
One is China's top electricity supplier, one is a traditional department store company, and the two is also a hot topic nowadays -- O2O.
For a while, the comment on "Yintai business will realize O2O pformation" is endless.
< /p >
< p > for the two words of "pformation", Daniel Chan, an intime business CEO, added: "at the present stage, it should be called" innovation and pformation "accurately.
< /p >
At this time, the traditional department store industry, which was affected by the electricity supplier, was p years ago.
In recent years, the news of the closure of the famous large department stores has erupted frequently, including Pacific department stores, Parkson and so on.
And Yintai business chose to go upstream. In early 2013, it announced that it plans to open 5~8 stores every year. These new projects are basically in the form of shopping centers instead of traditional department stores.
Intime department store officially changed its name to Yintai business in 2013 to cope with the new business environment.
< /p >
< p > "has been changing."
This is Daniel Chan's comment on Yintai business. "All of our changes are aimed at meeting the changing needs of customers."
< /p >
< p > Daniel Chan frankly said that the pformation based on O2O has been quietly for more than two years. From the very beginning, the highest level WiFi has been arranged in all stores, and now it has announced that it will accept 5 billion 370 million yuan in the stock market, and the O2O layout of Yintai business has finally surfaced.
The industry is also waiting to see how intime business can maintain its own commercial uniqueness and exert its advantages in the department store in front of such a strong partner. Can such cooperation bring new vitality to the quiet department store industry? < /p >
< p > < strong > O2O: the key is customer pformation < /strong > /p >
At the end of 2012, Daniel Chan said in an exclusive interview with the China operation newspaper that Yintai network was independently developed and operated independently of Yintai department store P.
At that time, the positioning of Yintai network was an independent electricity supplier, not the IT Department of a department store.
In March 2013, at the news conference of Yintai Department officially renamed Yintai business, Shen Guojun, chairman of Yintai business, said that although the sales performance of Yintai network accounted for only about 5% of the total performance, its development speed was faster than all the stores of Yintai business.
< /p >
< p > now, the strategy of Yintai business has changed. Although Yintai network still operates independently, Yintai business has merged the two products, both at the level of goods and customer data.
For this tactical change, Daniel Chan explained: "from department stores to shopping centers to electricity providers, and even television shopping, Internet direct mail, the industry gradually explored the concept of" full channel ".
But we also think that the concept of "full channel" is not in line with the effectiveness of department stores, and we are beginning to explore "Pan channel" - this is a vertical closed loop rather than a horizontal loop listed by a lot of channels.
< /p >
< p > many analysts believe that the operation mode of electronic commerce has completely overturned the department store industry, but in fact, management is very similar to online and offline management.
For example, the goods displayed in department stores are limited, and the number of goods visited on the homepage is also decreasing.
As for the daily commodity management, as long as the brand positioning is the same, the brand suppliers are facing the same channel both online and offline, and the customer groups are gradually becoming the same.
< /p >
< p > for these reasons, Yintai business will change its strategy of development separately into collaborative operation, including cooperation in planning, membership card and operation.
"Department stores have regional constraints, and online and offline integration has broken the boundaries of the region."
But Daniel Chan also said frankly, "the data now show that the two customers have not completely coincided, because the pformation of customers is a process. After all, many people still feel that online is a channel for sale or sale of special goods, and the rising luxury electric business on the Internet indicates a trend of coincidence."
< /p >
< p > from the present results, we can further analyze the behavior of Yintai commercial in laying all commercial WiFi in its shopping malls in 2012.
Yintai business is not just to satisfy consumers' experience of accessing the Internet, but to pave the way for its pformation of O2O.
Reporters have learned that laying WiFi alone has spent more than a year on Yintai business. Some industry analysts believe that Yintai business has at least won competitive advantage in time to cope with the homogenization of department stores.
< /p >
< p > < strong > buy A brand to give B brand coupons < /strong > /p >
< p > "customer changes and customer trends are the driving force behind all changes."
Daniel Chan kept emphasizing this sentence.
In Daniel Chan's view, all business sense of crisis should come from the change of customers. The best way to predict the future is to create the future.
< /p >
< p > the emergence of Internet thinking, in a sense, has subverted the traditional service industry's thinking mode, which is fundamentally based on the principle of "taking customer experience as the criterion".
Take traditional department stores as an example, some shopping centers often set up cashiers in seven turns and eight revolves, and also require customers to queue for a long time. While in Hongkong shopping malls, salesmen are queuing up to pay for customers. The quality of service under the slogan "customer is God" immediately reflects differences.
It can be said that the "customer experience" has never been invented by the Internet. The fundamental problem of the traditional department store is not the impact of the electricity supplier, but the feeling of superiority in the high-speed development of many years.
< /p >
< p > "Yintai business is now completely restructured into" check in "(inside the counter, that is, customers may not have to pay the bill in line with the payment list in the mall, and can use Alipay's payment directly) is also a revolution, based on the change of customer needs.
Daniel Chan explained.
< /p >
< p > for the O2O pformation brought by Ali in Yintai business, the advantages of Yintai business and Ali's big data pformation.
In fact, before this, the Yintai business has designed a set of O2O solutions based on the storefront based on the large data accumulated by himself.
< /p >
< p > take Yintai's APP software "private customization" as an example -- this is a customer service system based on data mining principles.
If you buy a pair of A brand "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a at Yintai shopping mall, the former promotion method is to send the A brand coupons to your mobile phone immediately, attracting you to buy the same brand shoes next time.
Based on big data analysis, it is found that such coupons are often shelved, because consumers have little chance of buying the same brand in the short term or even then. Moreover, after purchasing A brand shoes, the most likely product is B brand belt, which may not even be realized by consumers themselves.
As a result, the private customized software will be immediately sent to your B brand coupons.
"From the feedback data we get, this coupon utilization rate has increased by 30%~40%."
< /p >
< p > recommendation of commodity combination is not the product of the Internet age. It has been applied in foreign products.
Probably the same way is to print 100 leaflets in batches, but the number of pages that each customer receives is different.
This is also based on year-round data accumulation, but in the Internet era, such data statistics are more convenient, and the application mode of product mix has changed.
< /p >
< p > big data is a new popular topic recently. It is also widely used in various industries. Especially for the retail industry, the consumption big data represented by Ali will directly point to the retail industry and change the retail industry structure.
But the industry also pointed out that the statistics of traditional machinery only show the trend of the past, and future decisions depend on scientific data analysis.
< /p >
< p > to this, Daniel Chan's view is that the Internet can be constantly trial and error and fast iteration.
For example, Yintai network has launched the online shopping card business, the original intention is to facilitate the shopping card users can purchase cards online, but did not think that sales have been unable to catch up with the physical stores, and people prefer to go to good physical stores to buy shopping cards.
Such things can be analyzed in the data, but they can not analyze the logic, so they can not predict the future.
< /p >
< p > Daniel Chan said at the same time: "the data of Yintai business have not yet become the so-called big data, and we are still in the stage of data mining."
{page_break} < /p >
< p > < strong > the difficulty of change is < /strong > < /p >.
< p > in Daniel Chan's view, if the enterprises on the offline line develop independently, they will certainly not satisfy all the needs of customers in the future. Integration is inevitable. However, there are many different ways and means to integrate them.
< /p >
< p > the biggest difference between traditional department stores and electronic business is single product management.
In the past, traditional department stores were unable to manage single products, because department stores had a strong seasonal character and fast turnover. The volume of data was too large to collect. It was very troublesome to collect, and the electricity supplier had natural advantages in this area.
However, in the management of commodity mix, the experience of traditional department stores has natural advantages.
The integration of the two is an inevitable trend, but the pformation of data is not natural enough, and needs a series of carding processes.
< /p >
< p > "it goes without saying that in the process of integration, both sides must be able to understand the needs of the other side, and they can bring this demand together."
Daniel Chan believes that Yintai business has initially made a single product management system in the initial peer's not optimistic, which laid a foundation for future cooperation with ALI.
But Daniel Chan will only disclose that Yintai business has found a way to achieve single product management efficiently and at low cost, and refused to reveal the details on the grounds of commercial secrets.
< /p >
< p > another problem facing the traditional department stores is that most department stores and shopping centers keep their so-called O2O plan at the level of marketing planning. Even though the Internet and new media technology are used, the train of thought is still at the level of promotion, such as WeChat circle sharing, public account number, subscription number concern, etc., all of which stay in the traditional propaganda thinking, not the real O2O.
< /p >
< p > the daily operation of traditional department stores can be divided into six aspects: one is marketing planning, the other is commodity combination, three is daily operation, four is payment return, five is logistics distribution, six is customer service.
In Daniel Chan's view, if we want to achieve real pformation, we must integrate these six aspects.
Daniel Chan said frankly, Ali chose Yintai business as a partner. The most important reason is Yintai's O2O gene.
< /p >
< p > cooperation with ALI is not the first time. What impressed Daniel Chan most is the activity of "Yintai Bao". From the initial cooperation with Alipay president on the plane, he called off the plane to give his team a call, and the two sides successfully launched the cooperation, which only took ten days.
"This is because everyone's own products and infrastructure are logically identical, so it's easier to integrate."
< /p >
< p > in the whole process, the most important thing is to realize the purchase of goods, but the whole operation also includes refund and refund, and logistics distribution management.
For a department store, the refund and refund management or integral exchange is not as simple as an e-commerce vendor. It is possible to complete the system pformation from top to bottom.
< /p >
< p > "the most difficult threshold is to change the organizational structure and existing processes of traditional enterprises."
Daniel Chan said frankly that the links of technology are easy to break and solve. For a large enterprise, it is a very difficult task to change the existing service process completely. For example, let nearly fifty thousand employees of Yintai business fully understand the changes to be carried out and train them to work smoothly under the new process. The corresponding organizational structure and process should also be adjusted according to the current situation of O2O, which requires a long-term and a lot of work.
< /p >
< p > according to Daniel Chan's definition, Yintai business is no longer just a retailer, but a big data driven consumer solution provider.
< /p >
< p > O2O noisy in the city, but no practitioner.
Too many people have come up with an endless stream of concepts and patterns.
For the sake of simplicity, it is better to ask questions in a progressive way, to spin the cocoons, and try to clarify some clues.
< /p >
< p > Alibaba group's Yintai business group (hereinafter referred to as "Yintai business") has caused a great stir in the industry.
One is China's top electricity supplier, one is a traditional department store company, and the two is also a hot topic nowadays -- O2O.
For a while, the comment on "Yintai business will realize O2O pformation" is endless.
< /p >
< p > for the two words of "pformation", Daniel Chan, an intime business CEO, added: "at the present stage, it should be called" innovation and pformation "accurately.
< /p >
At this time, the traditional department store industry, which was affected by the electricity supplier, was p years ago.
In recent years, the news of the closure of the famous large department stores has erupted frequently, including Pacific department stores, Parkson and so on.
And Yintai business chose to go upstream. In early 2013, it announced that it plans to open 5~8 stores every year. These new projects are basically in the form of shopping centers instead of traditional department stores.
Intime department store officially changed its name to Yintai business in 2013 to cope with the new business environment.
< /p >
< p > "has been changing."
This is Daniel Chan's comment on Yintai business. "All of our changes are aimed at meeting the changing needs of customers."
< /p >
< p > Daniel Chan frankly said that the pformation based on O2O has been quietly for more than two years. From the very beginning, the highest level WiFi has been arranged in all stores, and now it has announced that it will accept 5 billion 370 million yuan in the stock market, and the O2O layout of Yintai business has finally surfaced.
The industry is also waiting to see how intime business can maintain its own commercial uniqueness and exert its advantages in the department store in front of such a strong partner. Can such cooperation bring new vitality to the quiet department store industry? < /p >
< p > < strong > > a href= < http://www.91se91.com/ > O2O < /a >: the key is customer pformation < /strong > /p >
At the end of 2012, Daniel Chan said in an exclusive interview with the China operation newspaper that Yintai network was independently developed and operated independently of Yintai department store P.
At that time, the positioning of Yintai network was an independent electricity supplier, not the IT Department of a department store.
In March 2013, at the news conference of Yintai Department officially renamed Yintai business, Shen Guojun, chairman of Yintai business, said that although the sales performance of Yintai network accounted for only about 5% of the total performance, its development speed was faster than all the stores of Yintai business.
< /p >
< p > now, the strategy of Yintai business has changed. Although Yintai network still operates independently, Yintai business has merged the two products, both at the level of goods and customer data.
For this tactical change, Daniel Chan explained: "from department stores to shopping centers to electricity providers, and even television shopping, Internet direct mail, the industry gradually explored the concept of" full channel ".
But we also think that the concept of "full channel" is not in line with the effectiveness of department stores, and we are beginning to explore "Pan channel" - this is a vertical closed loop rather than a horizontal loop listed by a lot of channels.
< /p >
< p > many analysts believe that the operation mode of electronic commerce has completely overturned the department store industry, but in fact, management is very similar to online and offline management.
For example, the goods displayed in department stores are limited, and the number of goods visited on the homepage is also decreasing.
As for the daily commodity management, as long as the brand positioning is the same, the brand suppliers are facing the same channel both online and offline, and the customer groups are gradually becoming the same.
< /p >
< p > for these reasons, Yintai business will change its strategy of development separately into collaborative operation, including cooperation in planning, membership card and operation.
"Department stores have regional constraints, and online and offline integration has broken the boundaries of the region."
But Daniel Chan also said frankly, "the data now show that the two customers have not completely coincided, because the pformation of customers is a process. After all, many people still feel that online is a channel for sale or sale of special goods, and the rising luxury electric business on the Internet indicates a trend of coincidence."
< /p >
< p > from the present results, we can further analyze the behavior of Yintai commercial in laying all commercial WiFi in its shopping malls in 2012.
Yintai business is not just to satisfy consumers' experience of accessing the Internet, but to pave the way for its pformation of O2O.
Reporters have learned that laying WiFi alone has spent more than a year on Yintai business. Some industry analysts believe that Yintai business has at least won competitive advantage in time to cope with the homogenization of department stores.
< /p >
< p > < strong > buy A brand to give B brand coupons < /strong > /p >
< p > "customer changes and customer trends are the driving force behind all changes."
Daniel Chan kept emphasizing this sentence.
In Daniel Chan's view, all business sense of crisis should come from the change of customers. The best way to predict the future is to create the future.
< /p >
< p > the emergence of Internet thinking, in a sense, has subverted the traditional service industry's thinking mode, which is fundamentally based on the principle of "taking customer experience as the criterion".
Take traditional department stores as an example, some shopping centers often set up cashiers in seven turns and eight revolves, and also require customers to queue for a long time. While in Hongkong shopping malls, salesmen are queuing up to pay for customers. The quality of service under the slogan "customer is God" immediately reflects differences.
It can be said that the "customer experience" has never been invented by the Internet. The fundamental problem of the traditional department store is not the impact of the electricity supplier, but the feeling of superiority in the high-speed development of many years.
< /p >
< p > "Yintai business is now completely restructured into" check in "(inside the counter, that is, customers may not have to pay the bill in line with the payment list in the mall, and can use Alipay's payment directly) is also a revolution, based on the change of customer needs.
Daniel Chan explained.
< /p >
< p > for the O2O pformation brought by Ali in Yintai business, the advantages of Yintai business and Ali's big data pformation.
In fact, before this, the Yintai business has designed a set of O2O solutions based on the storefront based on the large data accumulated by himself.
< /p >
< p > take Yintai's APP software "private customization" as an example -- this is a customer service system based on data mining principles.
If you buy a pair of A brand shoes in Yintai shopping center, the past promotion method is to send the A brand coupons to your mobile phone immediately, and attract you to buy the same brand shoes next time.
Based on big data analysis, it is found that such coupons are often shelved, because consumers have little chance of buying the same brand in the short term or even then. Moreover, after purchasing A brand shoes, the most likely product is B brand belt, which may not even be realized by consumers themselves.
As a result, the private customized software will be immediately sent to your B brand coupons.
"From the feedback data we get, this coupon utilization rate has increased by 30%~40%."
< /p >
< p > recommendation of commodity combination is not the product of the Internet age. It has been applied in foreign products.
Probably the same way is to print 100 leaflets in batches, but the number of pages that each customer receives is different.
This is also based on year-round data accumulation, but in the Internet era, such data statistics are more convenient, and the application mode of product mix has changed.
< /p >
< p > big data is a new popular topic recently. It is also widely used in various industries. Especially for the retail industry, the consumption big data represented by Ali will directly point to the retail industry and change the retail industry structure.
But the industry also pointed out that the statistics of traditional machinery only show the trend of the past, and future decisions depend on scientific data analysis.
< /p >
< p > to this, Daniel Chan's view is that the Internet can be constantly trial and error and fast iteration.
For example, Yintai network has launched the online shopping card business, the original intention is to facilitate the shopping card users can purchase cards online, but did not think that sales have been unable to catch up with the physical stores, and people prefer to go to good physical stores to buy shopping cards.
Such things can be analyzed in the data, but they can not analyze the logic, so they can not predict the future.
< /p >
< p > Daniel Chan said at the same time: "the data of Yintai business have not yet become the so-called big data, and we are still in the stage of data mining."
< /p >
< p > < strong > < a > href= > http://www.91se91.com/ > > the difficulty of change > /a > < /strong > /p >
< p > in Daniel Chan's view, if the enterprises on the offline line develop independently, they will certainly not satisfy all the needs of customers in the future. Integration is inevitable. However, there are many different ways and means to integrate them.
< /p >
< p > the biggest difference between traditional department stores and electronic business is single product management.
In the past, traditional department stores were unable to manage single products, because department stores had a strong seasonal character and fast turnover. The volume of data was too large to collect. It was very troublesome to collect, and the electricity supplier had natural advantages in this area.
However, in the management of commodity mix, the experience of traditional department stores has natural advantages.
The integration of the two is an inevitable trend, but the pformation of data is not natural enough, and needs a series of carding processes.
< /p >
< p > "it goes without saying that in the process of integration, both sides must be able to understand the needs of the other side, and they can bring this demand together."
Daniel Chan believes that Yintai business has initially made a single product management system in the initial peer's not optimistic, which laid a foundation for future cooperation with ALI.
But Daniel Chan will only disclose that Yintai business has found a way to achieve single product management efficiently and at low cost, and refused to reveal the details on the grounds of commercial secrets.
< /p >
< p > another problem facing the traditional department stores is that most department stores and shopping centers keep their so-called O2O plan at the level of marketing planning. Even though the Internet and new media technology are used, the train of thought is still at the level of promotion, such as WeChat circle sharing, public account number, subscription number concern, etc., all of which stay in the traditional propaganda thinking, not the real O2O.
< /p >
< p > the daily operation of traditional department stores can be divided into six aspects: one is marketing planning, the other is commodity combination, three is daily operation, four is payment return, five is logistics distribution, six is customer service.
In Daniel Chan's view, if we want to achieve real pformation, we must integrate these six aspects.
Daniel Chan said frankly, Ali chose Yintai business as a partner. The most important reason is Yintai's O2O gene.
< /p >
< p > cooperation with ALI is not the first time. What impressed Daniel Chan most is the activity of "Yintai Bao". From the initial cooperation with Alipay president on the plane, he called off the plane to give his team a call, and the two sides successfully launched the cooperation, which only took ten days.
"This is because everyone's own products and infrastructure are logically identical, so it's easier to integrate."
< /p >
< p > in the whole process, the most important thing is to realize the purchase of goods, but the whole operation also includes refund and refund, and logistics distribution management.
For a department store, the refund and refund management or integral exchange is not as simple as an e-commerce vendor. It is possible to complete the system pformation from top to bottom.
< /p >
< p > "the most difficult threshold is to change the organizational structure and existing processes of traditional enterprises."
Daniel Chan said frankly that the links of technology are easy to break and solve. For a large enterprise, it is a very difficult task to change the existing service process completely. For example, let nearly fifty thousand employees of Yintai business fully understand the changes to be carried out and train them to work smoothly under the new process. The corresponding organizational structure and process should also be adjusted according to the current situation of O2O, which requires a long-term and a lot of work.
< /p >
< p > according to Daniel Chan's definition, Yintai business is no longer just "a href=" http://www.91se91.com/ "retail" /a "business, but pformed into a consumer driven solution provider driven by big data.
< /p >
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