How To Deal With Brand Weakness CIO Leaving O2O

< p > early June, < a href= "http://www.91se91.com/news/index_c.asp" > "Mei Bang" /a.

The loss of management, the difficult exploration of O2O strategy and the problems of the US brand make the enterprise with nearly 100 billion achievements face challenges.

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< p > < strong > CIO, leaving < /strong > /p >

< p > in the eyes of CIO, Minjie, the core of O2O is integration.

However, as a trader in promoting O2O, his fusion with Smith Barney was not perfect and ended in leaving.

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< p > Min Jie said that the O2O business will not be affected by its own departure.

At the same time, the US side also told the new financial reporter: "O2O is a major strategy at the company level. IT Technology Department is one of the most important collaborative execution departments, but more importantly, the overall operation of the upstream and downstream business departments will be promoted as a whole. In the past, today or in the future, Smith Barney will not affect the overall business development of the company at all levels because of the changes in the heads of individual departments." but because min Jie "is particularly prominent in social skills, such as a social activist, rich external resources and a wide circle of friends, the company's phased cooperation in business communication may be affected."

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"P", in addition, the United States is in a period of great pformation of the mobile Internet based business model. It needs to face a lot of changes, and must deal with the major changes in organizational change and business process reengineering in real time. "In this process, it is difficult to avoid individual managers having such kind of adjustment."

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< p > this seems to be inappropriate for many former US state managers. It may be related to Chairman Zhou Chengjian himself.

"In the US, the loss of talent is not uncommon, because they are more of the boss (Zhou Chengjian)'s idea, Zhou is very strong, most of them are executors, and the people's congresses have similar comments," Wang Zhongming, who worked in the United States for many years, told the new financial reporter.

In his view, "if a company does such a large scale or someone has the final say, it will be very dangerous."

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< p > this is not the first time that Min Jie has left the United States.

As early as 2008, min Jie, who had the IT background, joined the US state. He became the head of the electricity supplier next year and began to plan the state purchase network.

"Min Jie is an ideal person who wants to make a career in the United States. But at that time, the traditional enterprises did not have enough electricity providers, so their internal views were divided." a person familiar with the matter admitted to the new financial reporter. "So in May 2011, Minjie resigned and left."

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< p > 2012, min Jie returned to the United States and became CIO.

At the US bond O2O strategy launching ceremony, Zhou Chengjian and min Jie and vice president Liu Yi lit up the crystal ball with their hands, and said that the way of management of American state would pform from entrepreneur to manager. "Although they joined the US state soon, we have carried out deep groove communication. We are now consistent in the development concept of the United States and the state."

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< p > obviously, for Minjie, this kind of consistency has changed after more than a year.

In June 2014, he left again.

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< p > Zhu Qinghua, a researcher at CIC light industry, believes that Min Jie plays a leading role in the US bond O2O strategy and even in its Internet pformation strategy. "During the time when no suitable talent is replaced, the US bond O2O strategy will undoubtedly be affected," he told the new financial reporter.

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< p > the United States did not specifically mention whether it has found the right person to replace Minjie, but believes that more and more employees will work together, including the average age of ten years' loyal fans and the freshmen who have just joined the company, and actively support the development goal of the United States toward a comprehensive mobile Internet based business model.

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< p > < strong > O2O to be tested < /strong > /p >

Zhou Chengjian, who calls himself a tailor, is in the background of the Internet, naturally setting his goal on the Internet tailor. P

As early as 2010, the United States had proposed the dream of Internet tailoring, but because all aspects were not yet mature, it did not fully start.

Because of this, Bong only has the experience of being stripped of listed companies.

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< p > 2013, October, the United States announced that it will withdraw the state purchase network e-commerce platform, fully integrate entity shops and Internet business operations, and the controlling shareholder of Shanghai Huafu Investment Co., Ltd. intends to pfer the domain name to the company without compensation. This is interpreted by the industry as the United States will re layout the electricity supplier business.

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< p > "through nearly four years of accumulation and thinking, we now know more clearly how to think more systematically and plate it into executive strategies and action plans, so as to provide consumers with a more comprehensive shopping experience and deep interaction experience of Internet shopping. We will seize the opportunity of three yuan integration, and make use of existing channel resources, franchisee resources, suppliers' resources and brand assets to innovate pformation and tap potential, and the company will usher in a new era," explains the US side.

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Ten days after announcing the return of its own electronic business platform "state purchase network" to the listed company, P began to push forward its O2O plan in a high-profile manner.

It is understood that the layout of O2O is in line with the upgrade plan and product upgrading plan of the US store. The aim is "to gain reliable experience in the pformation of system, operation and process 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.

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< p > < < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service industry independent commentator Ma Gang) looks like 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."

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< p > 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 pformation of offline users to mobile APP.

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< p > 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."

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< p > Ma Gang also pointed out that compared with other a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises, the United States has the relative advantage of O2O, "at present, most of his experiential shops are direct stores, and most of their direct stores are in the core city's big shop, and the radiation capability is relatively strong."

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< p > however, users' consumption habits can not be cultivated overnight.

A Chengdu consumer admitted to the new financial reporter: "I have seen the a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a > in the store. Why do I need to use mobile 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."

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< p > as for the value-added services of coffee and Wi-Fi, it is also a new feeling for customers. "More sticky, at the present time, the upgrading of shopping environment and the promotion of O2O business bring about the improvement of shopping experience, and there is a distinct increase in store sales".

But in an anonymous industry, the effect of this approach may not last long.

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< p > "coffee can go to Starbucks, Internet can go to Internet cafes, how many consumers want to experience these," more importantly, "these additional shopping experiences can be done by American States, and other enterprises can also do so, and there will be no advantage over a long time," he said.

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< p > compared with fast fashion brand UNIQLO, the O2O practice of American bond is 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.

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< p > < strong > brand soft rib < /strong > < /p >

< p > Zhou Chengjian once said, "in the Internet era, 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.

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Less than P, 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, 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."

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Wang Zhongming also agrees with P.

"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."

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< p > although the US state said, "no matter when, the quality of the products has always been placed first, 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.

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< p > "once the United States positioning is relatively clear, mainly for students aged 18 to 25 years old, 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."

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< p > Zhou Chengjian said that it was necessary to pform American state from student positioning to a group of customers who pursue fashion and vitality. But in the view of Wang Zhong Ming, the so-called "pursuit of fashion and vitality for the attitude of customers" has a wide scope and is hard to define.

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After the success of the "P" brand, it has launched many brands, high-end brand ME&CITY, and 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.

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< p > 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.

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< p > Zhu Qinghua pointed out that channel is very important for clothing sales, but under the current online and offline channels, there are many brands, so the quality of clothing 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.

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< p > anyway, 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's comprehensive promotion of Internet pformation and innovation through product and supply chain innovation, O2O experience shop upgrading and other initiatives.

Internet based innovation and pformation 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.

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When p delivered a keynote speech at the third China listed company leaders summit in 2013, Zhou Chengjian issued a bold statement. "I firmly believe that in ten years, China's popular a target=" _blank "href=" http://www.91se91.com/ "> clothing" /a "brand will 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.

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