Gloria'S Road To Electric Business Is In A Predicament To See Where The Path Of Traditional O2O Will Go.

Gloria has been testing the water business since 2008. After three years of dormancy, its network sales jumped from 70 million yuan to nearly 300 million yuan in 2013 from 2011. At the same time, 2012 and 2013's "double 11", Gloria ranked seventh in women's clothing brand in Taobao's platform. Although its "double 11" sales volume has not surpassed several Internet original women's clothing "Amoy brand", but as a local tradition. clothing Enterprises, the problems they encounter in the process of electronic commerce, must also be faced by the whole industry.

To reporters, Gloria's corporate culture is relatively "comfortable, free and casual". In 2009, Gloria opened the fleuriste florist. Lin Shuling, vice president of Gloria, said: "the purpose of opening a flower shop is just because the president Hu Qiming feels that Chinese men are always ashamed to send flowers to girls, so he wants to send flowers for them, and they think flowers are more important. Clothes & Accessories It can also impress girls' hearts of beauty. And Gloria buys clothes The tradition of sending flowers has continued to the present.

Such a "follow the brand philosophy", Gloria really open O2O business, and think of the creation of online independent brand, but also benefit from a "passive" opportunity.

Question 1: how to coordinate online and offline?

Solution: dual brand strategy

At present, Gloria owns two brands, GOELIA and goelia. GOELIA takes 28 year old women as its core customers; goelia is based on the e-commerce platform, targeting younger brands, with 25 year old women as its core customers.

The "double brand" strategy stems from their first question: how to reconcile different market systems on the Internet?

According to Lin Shuling, vice president of Gloria, Gloria began to do e-commerce in 2008, but there was no goelia brand at that time. In March 2010, Taobao Merchants Merchants found Gloria's intention to open shop. Gloria readily promised and participated in the "double 11" activities at the invitation of Taobao mall. At that time, when asked about the stocking situation of Gloria in Taobao mall, Gloria had no experience in entering the electricity market at first, so the first double 11 sale was launched in the way of over season goods and new products. At that time, the Ministry of electronic commerce has not yet been established, Gloria set up computers in the company's ladder training room, and temporarily sought colleagues from various departments for training. For the first time, "double 11" sold about 4000000 in 24 hours.

After this "double 11" ended, Gloria began an internal discussion: what does online sales mean for the entire company and brand?

Although they did not know what the meaning of the electricity supplier was, they began to realize its importance, so since then, Gloria has officially established the Ministry of electronic commerce. The initial strategy was to use off-season goods on line and try online specialties.

The brand team has gradually formed two experiences: first, Gloria itself has a relatively stable price system under the Internet, and consumers have become accustomed to and agree with it. But if the electricity supplier cooperation is necessary to follow the rhythm of the platform, then it will have some interference on the original price system of the brand. Second, the consumer group of Gloria online is obviously younger than the target consumer group. Generally, the age of the core consumer group is mostly around 28 years old, and the online concentration is 23 or 24 years old.

So, Gloria began to think about whether the products that are on the Internet are in line with the same style of products that meet the needs of online consumption. In addition, the goelia online independent brand was launched in 2012.

Many people think that the brand positioning of "G" and "g" is "sisters". In fact, it is not the same. Lin Shuling told the successful marketing reporter that GOELIA provides elegant and elegant dress for modern ladies, and goelia provides delicate and beautiful clothing for young and energetic women. In the "double brand" operation level, Gloria first took advantage of what Lin Shuling said, "we first use clothing brand origin, better than" brand name "is better at making clothes.

　 Question two: how to establish an incentive system under "dual channels"?

- solve: open up the system, and channel the whole shopping guide.

Online and offline "dual channels" need to be coordinated not only by products, but also by services.

In Lin Shuling's idea, making O2O "money, goods and information" is the most basic and must be cleared up. At present, Gloria is going to open up, that is, consumers have basically no problem starting from browsing products to the last purchase and delivery. The challenges are mainly focused on reverse access, such as how to ensure that the process of return of consumers is also very smooth, and how can brands give them additional value-added services to enjoy more conveniently.

In the "going along" link that has been opened, Lin Shuling put forward a detail question by himself, that is, the shop guide is paid by the Commission. When the brand chooses to make O2O, how to ensure that their interests are not diluted by the channel of the brand line, and how can they be able to give the guests "willing" services under the line?

Gloria is still exploring the answer to this question. They are actively communicating with Tmall, WeChat and other platforms, hoping that through the technology system, "customers can be credited to the performance of their guides, no matter which channel they make."

Question three: how to deal with the consumer's "O2O"?

Solution: use fan mode to enhance online diversion.

Another common problem faced by garment enterprises is: when consumers do not shop only in physical stores or online, how do brands complete the marketing closed loop from brand to sales?

O2O business is dominated by Lin Shuling. She said: "O2O is not for us to break through the heights, or create more sales, but to better serve consumers. Consumers will not always shop in physical stores or always on the Internet. If the brand is not good enough, consumers will go to other people.

In order to online and offline virtuous "interoperability", Gloria has adopted the fan mode in O2O, the third party platform, its own APP and so on as its own fan platform, through the store to pull the user to the micro Gloria account, become its fans, at any time to receive Gloria's new product recommendation, event release, dress matching suggestions and other information, and then the micro search recommendation link can directly point to Tmall APP Gloria's flagship store, promote direct order.

In 2013, they chose cooperation with Ali's Micro Amoy, and placed tiny Amoy materials in nearly 100 stores across the country, attracting customers from shops to become Gloria micro fans by sweeping the store's two-dimensional code. With the guidance of shop salesmen and on-site scanning code, Gloria fans grew by 200 thousand in 5 days. During the activity, more than 1 million 100 thousand users opened their mobile phones to visit Gloria Tmall stores.

　 Question four: how to get more complete cognition online?

Solve: persist in innovative marketing and spread all over the network.

Lin Shuling's familiar brand of herbal cosmetics once shared with her, "one day our customers came to me and told me that I saw a brand Shanzhai in the mall, you guys go to fight fake." "In fact, that herbal brand has existed for more than 10 years, and I am very surprised that when consumers get used to the herbaceous brand that exists in the Internet world, they will think that it does not exist in the real world." Lin Shuling said.

When hearing this case, Lin Shuling began to feel that if online consumers started to start from the traditional market, they could not fully understand what "what the brand has done and what cultural tonality is," which is a horrible thing. The next question is: how can online consumers create a complete understanding of brand names from traditional channels?

Considering the comprehensive cost performance, Gloria decided to expand its popularity and reputation on the Internet. In order to achieve this goal, Gloria has changed its traditional combat mode, such as Taobao, Jingdong and other traditional e-commerce platforms, and has more resources such as joint portals, women's vertical websites, video websites, search engines, etc., to expand micro-blog, Renren, watercress and other new media platforms.

It has held four years of "love travel" activities. This year, in the theme season of Gloria global tour Monte Carlo station, through the micro movie form of girlfriends theme, taking the sincere feelings story of girlfriends as emotional appeals, using the micro film's popularity in Youku, pptv, Iqiyi and other video sites, and the topic of the movie, we will synchronize the theme activities of all kinds of emotional stories in the official flagship store platform and social media channel. Through micro-blog, WeChat, official flagship store and offline topic promotion linkage. The event received more than 140 thousand comments from micro-blog, covering more than 90 million people, with nearly 180 thousand participants.

"In the thematic activities, we learn the operation of brands, there is no difference between online and offline, the key is to adhere to a clear idea, insist on spreading themselves. "Love travel" was originally launched on Tmall only. Last year, we started to spread out in the whole network. The most important lesson is that we should not simply become the "outlets" on the Internet. Besides cheap promotion, brands need more ideas. When traffic becomes more and more expensive and information is becoming more and more fragmented, how do we do some precise traffic pulling outside the station? This is the awareness we have generated when doing these activities. It is very important for your customers to know who you are and how you are.

In this process, Gloria began to hope that "a little more" right of speech ", we can not blindly follow the platform's price rhythm. "With the frequency of the electronic business platform to promote sales, to a certain extent, is the overdraft of brand value. If a brand wants to preserve its value, it should establish its own value system. Lin Shuling told successful marketing reporter.