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Garment Enterprise Nuggets O2O Mode To Learn Data Survival

2014/8/1 21:32:00 19

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Garment Enterprise O2O Mode Data Survival

indeed, as Negroponte said in the "digital survival": "the industrial age, it brought us the concept of mechanized mass production - in any particular time and place, in a unified and standardized way to repeat production.

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

> therefore, the traditional clothing giants began to be nervous and worried that they had been subverted in the rapid development of the Internet. Mass production and distribution were at a loss in the era of traffic dividend. They were eager to follow the trend and merge into the tide of the Internet. Therefore, the concept of O2O came into being and became a "Noah's Ark" in their eyes.

Morgan Stanley < a href= > http:// http://sjfzxm.com/news/index_x.asp > statistics < /a > shows that the domestic mobile Internet 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 changing and reconstructing the value chain standard, making the whole chain more efficient and lower cost.

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".

difficulties.

2008, because of the catastrophe of the macro environment, a havoc of inventory hit many domestic garment enterprises. Lining and other sports brands were badly hurt, and the days of fashion and casual clothes were also bad. Li Hao, a famous designer of casual clothes, was told by a pseudonym that at that time, his brand had over 300 million yuan backlog.

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.

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.

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.

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.

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.

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.

data general rule O2O > /strong > /p >

Chinese medicine Yun: pain is impassable, general rule is not painful.

"In order to truly achieve O2O, we must open up the back end operation of the brand and let the data flow freely to where it should be. Otherwise, the online and offline businesses will still be separated from each other, and the operation will still be all kinds of pain."

Li Shujun, general manager of Ningbo zhe zunshang Agel Ecommerce Ltd (GXG), told reporters that a more vivid view is: the idea has been drifting, but the body is still screwing.

in Li Shujun's view, O2O has several important "open up" ways: to open up access between the platform and merchants and consumers; to open up product passages; to open up brand shops and stores; to open up the membership system; to connect consumers' wallets.

They become blood vessels, data flow in the blood vessels, and the back end management system of the brand is to mobilize all the brain and heart.

in fact, the so-called connection between platforms, businesses and consumers refers to the seamless communication between the three sides of the business platform, such as Tmall, offline shopping malls, shopping centers, what kind of consumers buy, what kind of path to buy, and what kind of habits he or she has.

These data can not be left on the platform only, but also must be accurately acquired by merchants. The so-called product access is the data of the whole process from production to sale, regardless of line and line.

"P" and the so-called shop and shop to open up, so that all shops can interact with each other, rely on each other, facilitate the pfer of goods, replenishment; the so-called membership system to open up, consumers "wallet" get through, it is to pport "fans economy", online and offline to grasp the high net value of the old customers' consumption behavior, in order to better stick them.

typical scenes, such as Beijing Xidan Joy City, for sale, Ms. Lin obtained information from her micro panning, grabbed the brand coupons, and rushed to GXG to ambush a casual suit for her husband. The joy city would convey the data of Ms. Lin to GXG, so that it could stock the goods in a targeted manner or pfer goods from the nearby stores.

On the day of sale, when Ms. Lin picked up the clothes and paid for Alipay wallet through mobile phones, GXG would note her choice of grey waist double buckled suit and customer price, and invite her to scan the code and pay attention to GXG's Micro panning number, and join her membership system. Because of this binding, GXG will record her behavior whether she registered at GXG Tmall flagship store or bought it online. When the data accumulates to a certain extent, GXG can also recommend new products to her under the permission of Ms. Lin, offer personalized discounts, and gather data similar to Ms. P's consumer data, and reverse optimize their design, production, logistics, retail mode and other links.

of course, this is the ideal state, the reality is not so perfect, whether for Li Shujun or other clothing practitioners, the interests of the parties involved are extremely complex: the platform may not be so generous to share their customer data; how to determine the profit sharing between the shops; members online experience, but return to online consumption, how to cut profits.

Many balance and negotiation require compromise and wisdom. Now, it is already an advanced O2O to get through its own store system, membership system and product system.

if so, data link, then operation, through operation, then O2O pass.

Even though it is very difficult to get through in real time, under the O2O opportunity, the enterprise will accelerate the expansion of the path, link up many joints on the line, and greatly eliminate the gap between the bit world and the atomic world, so as to effectively solve the pain of the past operation.

Furthermore, when the entity stores get more support from online resources and operation systems, so that the electricity supplier and the store can play a game of chess, then it can be said that O2O is both a soil and a fruit.

Data Nuggets /p >

if we say that the commercial value chain is the "way" for enterprises to realize O2O, then the use of data mining to guide O2O pformation is "skill" and Taoism can help each other.

in fact, building O2O type enterprise value chain means that traditional garment enterprises need to pform various links such as design, production, communication, paction, payment, warehousing, distribution, after sale, reverse recovery and so on, so as to realize chain link and efficient operation, and better stick to users and make them their fans.

according to Lin Qiao, vice president of vice-president, two dimensional code is the beginning of everything.

by scanning the two-dimensional code on the hanger in the physical store, the consumer phone can see the size and color of the clothing, and can match with other brands of clothing, and see the virtual wear effect. Behind it is the labelling and analysis of the system to consumers.

And then better grasp its preference, and establish weight, build a model and guide the back end supply chain according to the paction and non paction.

when the back ends get data analysis results, the agility of the supply chain can be reversed.

On the one hand, the operators can anticipate the sales volume of different products, prepare for the replenishment and delivery of goods, control the depth and breadth of storage, maintain safe and unexhausted stock; on the other hand, operators can also use data tools to excavate the real needs of the target customers, and quickly cooperate with each other in the design process so as to make timely changes in the design process; prepare materials in advance in the production process, produce materials efficiently and flexibly, and create small batch and multiple batches of supplies to avoid material waste and inventory backlog.

we must know that the product organization of future style must be combined with the advantages of all parties. Only by digging data and guiding the whole business chain can we achieve the balance of sales, gross profit and inventory.

after all, at present, the material is very rich and personalized needs become more and more prominent. Under the dividend of network traffic, the practice of mass production and mass distribution in the old industrial age must be out of date and doomed to disappear.

As Baudrillard said in the consumer society, "the purpose of consumption is not to satisfy" real needs ", but to constantly pursue the desire to be produced and stimulated.

The data can be standardized and symbolized, and the premise of data supply chain is to get users and get sticky.

just like UNIQLO, the data supply system of "national dress" has been established at the back end, and the size and width of the category can be grasped easily. Then the front end can easily form the effect of gathering fans. With the help of LBS and coupon App, combined with SEO push and traffic induction, it will be easy to attract millions of people to shop in a few days.

Vero Moda can sum up the consumption characteristics of each member and match with the store products. The sales staff of the nearest shop communicate with them, recommend and make an appointment for fitting, forming a deep customer stickiness.

In the process, a series of new data can be generated, and the supply chain can be optimized continuously, and a high viscosity marketing can be built. Under such a mode, enterprises will enter the positive cycle of Matthew effect.

it is not difficult to see that for the clothing industry, O2O brings the future picture of no data and no business, and the business rule of survival of the fittest. All online and offline collusion and operation are patterns and behaviors of data as the general language.

for clothing players, we can get through the venation of data circulation, practice internal strength, play all kinds of data analysis, make achievements in foreign affairs, do both inside and outside, and create O2O's real skills.

Like the lines in Wong Kar Wai's movie: "Kung Fu, one vertical and one vertical, right, standing; wrong, falling."

The truth is very simple, isn't it?