Garment Enterprise Nuggets O2O Mode

< p > as Negroponte said in "digital survival": "the industrial age, it brought us the concept of mechanized mass production, repeated production in a unified and standardized way at any particular time and place.

In the information age, because the Internet is still showing the same economic scale, the correlation between time, space and economy has weakened.

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< p > > therefore, < a href= "http:// www.91se91.com/news/index_c.asp" > traditional clothing < /a > the big guys are nervous and worried that they are being overturned in the rapid development of the Internet. Mass production and distribution are at a loss in the age of traffic dividend. They are eager to be able to take advantage of the trend and integrate into the tide of the Internet. Then, the concept of O2O comes out, and they are sought after by various kinds, becoming the Noah's Ark in their eyes.

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< p > Morgan Stanley statistics show that domestic mobile a href= "http:// www.91se91.com/news/index_c.asp" > Internet < /a > has covered 500 million people, only the action of two-dimensional code scanning, about 1 billion 100 million times in 1 years, equivalent to 35 times per second. O2O is enabling consumers to buy at competitive prices, whenever and wherever it is, it is changing and reconstructing the value chain standard, making the whole chain more efficient and lower cost.

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< p > and all this let the traditional players see a possibility of intersection, from the past and online confrontation, and then to the line, and then to the real integration, to solve the strong discomfort brought by online B2C, to pform traditional genes by means of technology, so that data and information can flow into the body of enterprises like blood, thus completing the rebirth in the new business environment. Only in this way can they avoid the tragedy of "Bob B2C" in "not going to be born again, or towards death".

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< p > 2008, because of the mutation of "a href=" http:// "www.91se91.com/news/index_c.asp" > macro environment < /a >, a havoc of inventory hit many domestic garment enterprises. Lining and other sports brands were badly hurt, while the fashion and casual clothes were not very good. A famous casual dress business director Li Hao (pseudonym) told reporters that at that time, his brand had over 300 million yuan of backlog.

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< p > at this time, Li Hao's boss and many strategic thinking clothing industry began to turn to Taobao, trying to make use of the electronic business platform as the "sewer" of inventory.

At that time, we all embraced the psychology of trying it out. Imagine selling 1 yuan or 20 thousand yuan a day is very good.

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< p > results in 2009 and 2010, the electricity supplier channels began to break out. Li Hao and Taobao outlets of several friends opened to Taobao mall, and everyone easily broke through 100 thousand yuan per day.

According to his memory, a big promotion in the autumn of 2010, its brand sales exceeded one million yuan per day, and at that time, the total sales of all channels under the national line were less than 900 thousand yuan per day.

In the autumn, double 11 big promotion, single day sales volume of more than 10 million yuan, the chairman took the board of directors and all the executives to celebrate Li Hao's electricity supplier team.

At that time, similar "fairy tales" often appeared in the clothing industry.

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< p > however, such joy did not last long and the problem followed. Clothing brand franchisers and regional large dealers started to rise against the clothing brand business, because the low price of e-commerce channels constantly challenged their fragile nerves - consumers began to be accustomed to waiting for products that had been discounted online after the season, and offline stores were reduced to the "fitting rooms" of the public. Franchisees and big dealers attributed their earnings decline to the brand electricity supplier B2C. They or they launched their own business to fight directly with the brand electric business, or coercion the order and purchase quantity, requiring the branding merchants to give more concessions and privileges.

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Less than P, clothing brands become more and more passive, channels are more chaotic, and price wars continue.

Like "YISHION", it had to suspend its own electricity business, and find another way to appease the good policy, and "Mei Bang" had to converge itself in the big business of B2C.

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Less than P, what is even more tragic is the hesitant fashion players, not even the edge of the electricity supplier. Seeing that the traffic costs are becoming more and more expensive, they miss the golden age of B2C development, or are constrained by their "one mu three points", stagnate, and gradually be abandoned by consumers. Or they see the big business channels under the line, and they become the most easily squeezed producers in the industrial chain, and the brands turn into other people's wedding clothes.

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In the end, we all urgently need a more mediocre solution to solve the problems before us. At this time, the mobile Internet is very hot. O2O has been put forward. It connects the sexy online with the traditional "offline". It has no subversion, no replacement, and full of "convergence" imagination. So, the troubled water users find the "floating wood" to save themselves. P

It begins to imagine the popularity of online and offline traffic, and the online convergence experience, increasing stickiness and achieving the two sides of the brand, but in fact, it is not easy to achieve all this.

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