O2O Turned Into A New Trend Of Clothing Development In 2014

In 2014, O2O came to be fiercer. Its penetration, change and subversion of traditional industries exceeded everyone's imagination.

The biggest clothing industry in online shopping is also being taken.

Changing the trend of development.

In this process, more and more traditional clothing brands begin to test the water O2O mode.

O2O practice of pioneers in garment industry

O2O is changing the development trend of the entire apparel retail industry. More and more high-quality traditional clothing brands have made substantial progress in the O2O direction. For example, the fast fashion brands, UNIQLO, luxury brand Burberry and famous retailers, intime department store are all the typical brands of online and offline interactive sales.

So far, UNIQLO has more than 1200 stores in the world, and in many markets, UNIQLO has opened its own online store or settled on the third party online retail platform.

In April 2013, UNIQLO started implementing the multi-channel layout of "store + official website + Tmall flagship store + mobile APP".

Its implementation of O2O adopts the store mode, that is, the store as the core of O2O, emphasizing the instrumental value of O2O for offline store services. O2O is mainly used to guide the offline stores and improve the sales volume of offline stores.

This is because UNIQLO has always believed that physical channels are of great value to consumers. The main role of O2O is to provide services for offline stores, help offline stores increase sales, and achieve effective promotional results, and each paction can be tracked.

After more than a year of fumbling, UNIQLO has gradually stepped out of its O2O mode: using mobile Internet to connect online and offline, paying attention to enhancing the competitiveness of the entity store; focusing on brand promotion, online and offline interaction; adopting the discount strategy of "designated product partition + time interval" to avoid online and offline interchanges; without member and integral system, mutual alignment and activity coordination under the offline offline is easier; the official website and APP of the electricity supplier are all directed to Tmall flagship store, and online channels are easy to get through.

Burberry, known as the most innovative brand of luxury brands, is the forerunner of industry O2O.

It has slowed down the speed of retail outlets worldwide, aiming to open up online and offline channels, and convert potential consumers on line and windowshopping to real purchasing power.

Burberry first introduced the concept of digital "retail theater" in Asia for the first time in the flagship store of Kerry Center in Jingan, Shanghai.

In the so-called "retail theater", the shop assistant takes the iPad to provide the

To the whole process of checkout, "close service".

The built-in software of iPad can help shop assistants directly query customers' purchase records and preferences, and do well in the service process.

There are 130 speakers and 40 digital screens installed in the store. The special satellite device can also broadcast live concerts and interviews in the store.

By embedding digital chips in specific clothing and accessories, Burberry instantly turns the dressing mirror into a digital screen and displays videos of the details of the merchandise to the customer.

For example, when customers put a favorite bag on the induction table, they can enjoy the details of their production on the main screen of 2.7 meters wide and 3.6 meters high.

The customer walked into the fitting room with a Burberry windbreaker, and the model appeared in the dressing mirror.

These digital practices have greatly increased the customers' stay in the store and increased the activity of brand interaction.

It is easy to see that the practice of O2O in the three traditional garment industries has a common feature, that is, the promotion from offline to online, and the expansion and supplement of online channels as an entity channel.

Balance and efficiency, O2O prospects

The concept of O2O originated from the classified information website of the United States. The typical application in China is group buying website.

In the universality of cognition, the role of the O2O marketing mode, the Internet platform, is to drain, become the front desk of commodity sales, and complete the user's experience and consumption under the line.

But further, it thinks that in the future men's light luxury O2O mode, the line of drainage and sale under the offline and offline will be blurred. It will realize the deep integration between online, offline and virtual reality. The two businesses will also be organically combined and mutually facilitated. In essence, it is in O2O's efficient Internet technology to pform inefficient links in the traditional industrial chain.

Based on the popularity of big data and

Technology, we can also imagine that the future B "concept store" + "experiential" business model may be more humane and convenient.

Users will be able to purchase anywhere, anytime, enjoy personalized experience, and realize consumer behavior can be traceable, measurable and predictable. Through the complementary cooperation between online and offline channels, we can provide a complete experience for customers.

The highly efficient, convenient and personalized O2O way represents the future blueprint for the first male luxury brand integration store in China.

In short, Senchi Matsu took the lead in success, followed by successes and unknowingly never succeeds.

The commanding height of market competition must be to seize the mental model of customers. Creating customers' needs is the leader, and constantly satisfying the needs of customers is followers, and the needs of backward customers are eliminated.

The coming of the O2O mode will bring about a new round of changes in the garment industry. Whoever wins the new business model and new rules is the winner.