New Challenges Facing The United States

O2O plan

It is understood that the layout of O2O is in line with Smith Barney The aim of "100 store image upgrading plan and product upgrading plan" is aimed at obtaining reliable experience in the transformation of system, operation links and processes to O2O mode through process practice. On the basis of reliable data support, the future will be copied to the national key shops through project investment return assessment, which will bring consumers interesting shopping environment and Internet free search and convenient shopping experience.

stay shoes The independent critic of service industry, Ma Gang, seems that O2O is a way for traditional enterprises to do business. "Fragmentation of passenger flow indicates that shopping can be online or offline, which requires mobile service platforms. Only one state purchase network is not enough," he told the new financial reporter. "It is definitely right to link the offline and online resources and drain the customer resources under the line."

In the industry, the United States is recognized as an early O2O enterprise. In October 2013, Smith Barney opened its first O2O experience shop in Hangzhou, marking the landing of its O2O strategy. Experiential shops provide consumers with coffee, Wi-Fi, tablet computers and other services and consumer experience, thus attracting consumers to stay in the shop for a long time to use tablet computers or mobile phones to access the Internet, login and download the brand owned APP, in order to achieve the transformation of offline users to mobile APP.

Over the next six months, the United States has opened several similar O2O experience stores throughout the country. "At present, the direct shops in the country basically realize the online and offline interconnection of commodity information, such as the purchase, delivery and return of goods under the online and offline products, which have the initial O2O function."

Ma Gang further pointed out that compared to other clothing Enterprises, the United States and O2O do have relative advantages. "At present, most of his experiential shops are direct stores, and most of their direct stores are located in the core city stores, and the radiation capability is relatively strong."

However, users' consumption habits can not be cultivated overnight. A Chengdu consumer admitted to the new financial reporter: "I have seen this in the store. clothes Why don't you use mobile phone APP to place the order? This is not superfluous. Faced with this embarrassment, the United States said: "we are just providing consumers with more choices, rather than buying them in the store."

As for the value-added services of coffee and Wi-Fi, it is also a new feeling for customers. "More sticky, at present, the upgrading of shopping environment and the promotion of O2O business bring about an improvement in the shopping experience, and there has been a marked increase in store sales". But in an anonymous industry, the effect of this approach may not last long.

"Coffee can go to Starbucks, Internet can go to Internet cafes, how many consumers want to experience these things," more importantly, "these additional shopping experiences can be done by the United States, other enterprises can also do, and for a long time, there is no advantage," he said.

Compared with the fast fashion brand UNIQLO, the O2O practice of American bond is even thinner. Ma Gang introduced: "every end of UNIQLO supply chain flows in his IT system. The core of fast fashion is IT system." O2O is only part of the company, and from this point of view, the United States has a long way to go.

Brand weakness

Zhou Chengjian once said, "in the Internet age, brand is no longer a symbol of clothing, and it is being replaced by scene symbols." The "central station" and "waiting hall" in the O2O experience store constitute the scene symbols.

However, in the industry's view, scene symbols can never replace clothing brands and products themselves. "No brand, no products, no products to improve how to connect with consumers? Actually, making O2O is to satisfy consumers' shopping needs instead of the concept of" one city, one story ". These are just additional ones. In addition, "the scene also has the brand spirit, after all, the consumer wants to buy the clothes which are suitable for the cost performance, the type and the plate are suitable, these are the foundation", he further pointed out, "to a certain extent, the United States is now marketing oriented rather than product and brand oriented."

In this regard, Wang Zhongming also agreed. "Consumers are less loyal to the fast fashion brands of the United States. They are more loyal to this brand group. ZARA is not suitable to go to the United States."

Although the US state said, "no matter when the product quality is always the top priority, we will not neglect the quality of products because of the promotion of other businesses. In our overall upgrading strategy, product design and quality improvement have taken precedence, and at the same time, a large number of resources have been allocated priority, but the reality is not so satisfactory.

"The positioning of the United States is clearer, mainly for students aged 18 to 25, and the style is also fashionable." the industry insiders pointed out that "later international fast fashion brands such as ZARA and H&M gradually nibble on this part of the market, and the adjustment of brand positioning made by the United States is not clear."

Zhou Chengjian said that the United States should transform its position from student orientation to a group of customers who pursue fashion and vitality. But in the view of Wang and Zhong Ming, the so-called "pursuit of fashion and vitality for the attitude of customers" has a wide scope and is hard to define.

After the success of the "brand" brand, it has launched several brands, including the high-end fashion brand ME&CITY and the online brand AMPM. However, because there is no obvious distinction, the result is not very good. Especially ME&CITY, the price has gone up. In January of this year, ME&CITY, a pedestrian street in Wangfujing, Beijing, was closed.

In addition, in January this year, the American nano products were questioned by the China feather and down industry association, and also caused consumers' concern about their quality.

Zhu Qinghua pointed out that channel is very important for clothing sales, but under the current online and offline channels, there are many brands, and clothing quality is the key. With the development of the clothing market, the supply of clothing has increased rapidly, and the competition among brands is fierce. Only by quality can the clothing brand gain a firm foothold in the market. The problem of Smith Barney products is that the design level is not high enough to meet the individual needs of consumers, the brand positioning is chaotic, and the brand image is not clear.

In any case, the United States still has a clear understanding of the future situation. In its first quarter 2014 earnings report, it pointed out that "since the second half of last year, the company has laid the foundation for the company to comprehensively promote the transformation and innovation of the Internet through product and supply chain innovation and O2O experience upgrading. Internet based innovation and transformation is a systematic project from enterprise culture, internal organization, performance management to business management and business operation mode. At present, the company is actively promoting. It is expected that in the first half of 2014, the market pressure faced by the company is still relatively large, and the financial performance will decline in a certain range.

During the keynote speech at the third China listed company leaders summit in 2013, Zhou Chengjian issued a bold statement. "I firmly believe that it took ten years to popularized China. Clothes & Accessories The brand must have the opportunity to dominate the world market. Compared with this ambitious goal, perhaps what the United States should do is to solve the existing problems and meet the challenges ahead.

With the development of the clothing market, the supply of clothing has increased rapidly, and the competition among brands is fierce. Only by quality can the clothing brand gain a firm foothold in the market. The problem of Smith Barney products is that the design level is not high enough to meet the individual needs of consumers, the brand positioning is chaotic, and the brand image is not clear.