Fashion Brand O2O Mode Will Write A New Chapter

The layout of clothing brand mobile O2O is facing three opportunities and two challenges. Three opportunities: 1, national policy to encourage innovation; 2, the development of mobile Internet provides a platform; 3, mobile phone shopping is more and more mainstream. Two challenges: 1, we must first solve personnel, interests, product problems; 2, coordinate online and offline terminals to get through.

1. ABC selection of traditional garment enterprises O2O transformation

A. self built B2C mall

In the past double eleven, Ali's performance is very jealous. It seems that it has added a layer of aura to the field of "e-commerce", and has also made more and more traditional clothing retailers pay more attention to online sales. However, there are many B2C enterprises that have been built by garment enterprises, but few of them have succeeded. For example, Lining, news bird and other brands, which built their own online shopping mall earlier, can be seen from the current development scale.

Li: for A selection, retailers have absolute control over single product management, commodity information, membership management, inventory data management, and more conducive to brand promotion.

Disadvantages: lack of experience in the operation of Internet and e-commerce, lack of promotion and online drainage. It is hard to find the contact point between traditional channels and online channels.

B. enters third party e-commerce platform

The third party e-commerce platform is one of the ways to expand online channels for traditional clothing industry. brand With the upgrading of consumer stickiness, the third party platform members will be transformed into offline store members.

Li: choose a good third party platform to enter, you can have more adequate passenger flow, and can solve logistics and distribution problems.

Disadvantages: nestling on the third party platform, in addition to losing the initiative to operate, for traditional service enterprises, the difficulty coefficient of seamless links on line and online will increase.

C. get through the mobile terminal, combined with APP and WeChat marketing.

Under the current situation of O2O mode moving from the PC side to the mobile phone side, we have grasped the shopping habits and needs of consumers. Under the WIFI environment, combined with mobile phone APP/ WeChat marketing, the offline stores can be extended in the mobile terminal.

Li: with WeChat mobile APP/, precision marketing can be realized, and retailers can attract consumers to click into consumption through actively pushing product related information.

Disadvantages: in the WIFI environment, the success rate of mobile shopping can be guaranteed, and the operation fluency and practicability of APP will be higher.

Two, many O2O applications in the apparel industry are popular in mobile terminals.

Case one: Evo customization, online purchase offline production

The mobile terminal HDapp software of Evo global customization Co., Ltd. can only complete the size measurement by taking out the mobile phone camera, and can directly place the order through the mobile phone. Combined with the offline store of Evo, the whole garment customization process is completed to meet the personalized service needs of the high-end consumers.

Case two: UNIQLO, line to line drainage

As consumers increasingly pursue the experience of shopping, UNIQLO APP application has found the instrumental value of O2O -- increasing the sales volume of stores based on the mode of online offline diversion. Retailers use online coupons, store search and new product trailers to attract customers to shop consumption experience.

Case three: Sindh fashion, mobile online try on experience

according to understand Xin De fashion and Zhejiang Xiu Wei Technology Co., Ltd., launched the clothing WeChat marketing, to create their own O2O marketing road, through the micro mall, users can browse new products on the shelves, recommend matching and other interface, to achieve online payment functions, including mobile online try on experience, mobile O2O is another major breakthrough in technology.

Three, clothing brand layout mobile O2O is both an opportunity and a challenge.

Opportunity: the ancients fought for a "time, place, and benefit". For the traditional clothing retail enterprises, the 2014 layout of mobile O2O is a great opportunity. In March 2012, the Ministry of industry and Commerce issued the "12th Five-Year development plan" for e-commerce, encouraging the development of domestic retail industry and providing a favorable environment for the development of the traditional retail O2O market. The so-called "geographical advantage", the mobile Internet technology update iteration, for the clothing brand layout mobile O2O provides a sales platform and application, also let the electricity supplier entered the 2 era. The so-called "people and", in the era of everyone shopping in the mobile phone, keep up with the pace of consumer demand, so that enterprises can remain invincible.

Challenge one: how to solve the problems of personnel, interests and products?

Traditional retailers do not have the ability to deal with online problems when they deploy O2O, and shop guides do not establish the awareness of online and offline services at the same time, so a training is indispensable. We need to prepare well for training materials, arrange offline training for shop assistants, make grass-roots employees familiar with the O2O process, and establish O2O awareness, so as to provide relevant incentive measures to ensure that the shop assistants are guided by customers.

Secondly, the issue of interest distribution. How can the interests of offline stores be balanced with the interests of the online departments? How can the interests of brands and distributors / franchisees be allocated? How do we balance the benefits of shopping guides and companies? These are the problems that need to be solved. Establish a clear order transfer mechanism, settlement rules, clear attribution and proportion of performance.

Finally, the product problem. Is the store's price consistent with the price of online goods? How do we store the inventory and online inventory? We need to keep the same price of the product in order to solve these problems. The meaning of O2O is to let customers enjoy online shopping experience with seamless links, including products themselves.

Challenge two: how do entities store, WeChat mall and clothing APP realize "three pillars"?

The core of O2O is to form a closed loop under the line. Many enterprises have "touches the net", but this is not the real O2O. How to make customers want to buy online and offline on their own will depend on how we plan the layout of O2O.

Before the brand starts to layout, the vast majority of clothing stores, when consumers first enter the store, make them a store member. If new products are listed, they will be notified by SMS. This mode of operation is purely a traditional operation. If retailers want to succeed in achieving the two marketing, chances are very small.

After the layout, when the clothing brand hits the mobile terminal, opens up online channels, and builds its own WeChat mall / clothing APP. When consumers enter the store for the first time, shopping guides can introduce WeChat promotional activities to stores, such as "sweeping WeChat, setting up 5 yuan reduction activities". Our customers will never miss lucrative things, so they will attract more loyal fans for your micro mall. In addition, shopping guides need to be introduced to customers. Through WeChat mall, they can be directly selected and purchased online, so that customers can also consume at home. In addition, they can make an appointment to try on the store, and successfully drain customers from line to line, forming a closed loop of mobile O2O.

Why should our shopping guide work so hard? For smart retailers, we can set up a profit sharing mechanism for shopping guides (in other words, online profit sharing).

The era of mobile O2O has arrived, in tradition. clothing On the road of transformation of retail enterprises is "donkey" or "horse".