2014 O2O Summary Of Clothing: Where Is The Way Out For Brands?

　　 O2O In the last month of 2014, the concept of hot degree came back, and its impact on traditional industries is beyond the imagination of many people. Behind this, in addition to the thrust of the media, Tencent and Alibaba and other Internet companies are "hard work", and various training, marketing big coffee's "nonsense" and "dry goods" are undoubtedly half of the designers to promote the transformation of traditional industries.

Looking at the investments of Tencent and Alibaba in O2O related fields, besides playing better in catering, accommodation, transportation and tourism, and having greater predictability benefits. As the largest consumer category of clothing in online shopping, Tencent and Ali have not made breakthroughs in the O2O direction. Food and clothing, why the "clothes" cake in the O2O era so that Tencent and Ali can not eat?

Micro shopping and shopping guide treasure in the end which is strong

In fact, in exploring the clothing industry O2O, Tencent and Ali have launched the micro shopping and shopping guide, but in fact, after the marketing wind of the VERO MODA, the many businesses of Tencent micro shopping are quietly working hard. Some of the stronger marketing businesses actually have many fans, but the online sales transformation is very weak. And Ali's O2O, which has always been praised by O2O as a classic and most of its advocacy, only stays on the Yintai project. Although the shopping guide has attracted many businesses involved in micro shopping in the clothing industry, it has never set up a benchmarking brand.

First of all, we might as well take a look at the design intention of Tencent's Micro shopping. It is based on the advantages of Tencent mobile platform (which should be based on the advantages of WeChat), and provides the overall solution of mobile O2O to merchants. According to its official statement, the main functions are focused on the following four points: 1, scan code shopping guide, with one-dimensional or two-dimensional code as the medium, through WeChat to connect the brand, the goods, the salesperson and the four users, realize the digitalization of the merchant's mobile terminal, solve the problem of missing color and break code, and further optimize the service and sales efficiency. 2, mobile CRM platform helps enterprises establish CRM system on WeChat, providing professional tools support such as membership system, precision marketing, merchandise and order management, LBS services, data analysis and other professional tools. 3, WeChat customer service center, using multiple customer service in parallel to serve an enterprise account, helps businesses respond to user queries quickly, and provides mobile customer service tools based on WeChat to maximize the response time of users to communicate with users. 4, intelligent data support, through user collection of goods and associated data, help offline merchants capture the data blind area of the store, analyze the behavior trajectory of users, and provide strong intelligence data support for businesses.

Again, let's make a comparison. Ali O2O By integrating PC Internet and wireless resources within the group, through wireless technology and big data products, it provides marketing, member interaction and orders to support a full range of solutions for offline retail businesses, so as to realize the full channel retail mode of data, commodities, inventory trading and capital penetration online and offline. In fact, behind the support is Ali three treasures, that is, guide shopping treasure, membership treasure, marketing treasure, shopping guide treasure is used to guide the purchase of an intelligent APP, the offline goods to online shop form. Member treasure and marketing treasure, I believe you can understand its usefulness from the name.

Commodities have realized the business mode of customer online ordering and offline self promotion; secondly, online shopping outlets have used the shopping guide shopping code to realize the two business scenarios of "on-site delivery" and "door-to-door". In fact, the "on-site delivery" actually changed the way of receiving cash, while the "door-to-door" can solve the problem of shortage, lack of color and broken codes encountered by shops under the electricity distribution; third, through the "guide shopping treasure" to manage online and offline membership cards to achieve member relationship management, in addition to effectively stimulating consumption, it can also record and analyze the customers' purchase times, styles and sizes, and then achieve the guide and guide of customers through interaction and recommendation. Specifically, the whole process of playing with the shopping guide of Ali shopping guide should be clear. The practical application of guide shopping treasure is shown in the following aspects: first, the issuance of electronic certificates. Fourth, through the use of "shopping guide treasure", the offline store has virtually become a wireless shop. Whenever and wherever, the shopping guide can recommend to people who have potential purchase intention, as long as there are mobile phones and networks, and can make online shop opening.

However, the above mentioned many tall functions, no matter which is strong, and how much can it play for clothing businesses?

1, it is difficult to improve the brand performance decline and high inventory status quo.

For the difficulties encountered by the current clothing brands, there may not be much improvement in the next two or three years, and the future is bound to be even more sad. On the one hand, the number of stores and sales performance of each brand is shrinking. On the one hand, the operation of the electronic commerce is mostly in the stage of hard to see results. Even though the traditional clothing brand lines have begun to make some achievements, it is impossible for the offline stores to accelerate their deaths. What is more frightening to these clothing brands is that in the face of the online and offline attack, we have not found effective countermeasures in addition to diversifying business to enhance the ability to resist risks or adopt multi brand operation to cover up the current performance decline.

At present, the clothing brand is trapped by inventory, which makes the industry sigh that "money is making a little bit, but it is all in stock". O2O looks very beautiful. Combining online and offline can be said to be the most complex intersection of China's industrial economy so far. It needs to face changes from hardware and software facilities to consumer cognition. Moreover, it involves the knowledge and practical enhancement of a large number of uneven guide buyers. Such complex projects as micro shopping and guide shopping treasure are low efficiency from top to bottom, and only those who have participated in the operation know. Therefore, in the short term, to rely on it to solve the problem of high inventory is just like communism, which is hard to reach in the current society.

2, project difficulties, changes do not know where to start.

From an operational point of view, I suggest that you have time to search online for an article I wrote before: "Tang Zhong Chuan: how to build a O2O system and play a good fan economy" in clothing brand, and elaborate on the difficulties encountered in the process of O2O. In the face of similar organizational restructuring, ERP system to open up, online and offline share the same price, logistics system structure, terminal shop training, channel direct transformation, distribution of interests, marketing and other challenges, most brands in the initial cooperation with Tencent or Ali public relations propaganda, the internal impotence.

After such a year of exploration, the biggest role of micro shopping in my view is actually the digitalization of products, and based on WeChat's increasing brand contacts, strengthening the brand's status in the mental model of consumers. And shopping guide treasure project can best attract the best interests of the clothing business, the demand point is that it can belong to the offline shopping guide treasure into the Tmall flagship store, improve the search weight of the product, but it is easy to break the ecology of Ali, and it is destined that the opinions of Ali's internal team may differ.

How much of the two can help the offline store bring in the number of incremental customers and repeat purchases? This is really hard to consider carefully at the moment. And in WeChat With the increasing openness, the marketing interaction mode of micro shopping is becoming more and more backward, so businesses have to consider whether to quit or search for new ways of development by the third party themselves. Shopping guide treasure project, naturally lack of social genes, marketing innovation depends on mobile phone Taobao client advertising or interactive support, however, in the case of the project failed to achieve good results, mobile Taobao's resources can be sent to Ali's internal shopping guide treasure team resources are also very limited. Therefore, brand merchants can never feel the power of change from beginning to end.

Faced with many difficulties, from the current attitude of Tencent and Alibaba to clothing O2O, I believe that in the near future, the death of micro shopping and shopping guide is inevitable. Clothing brands need to consider their future O2O outlet.

Self built mall is the trend and the way out for O2O.

For the clothing brand, on the one hand, the change of consumption trend makes the business in the online field become more and more important. It is difficult for the platform to have the initiative, and there will be trouble in the future for the management and maintenance of the brand and the users. On the other hand, the arrival of the mobile Internet era has led to lower cost of drainage compared to the traditional PC era. Therefore, clothing brands seize the existing opportunities and go forward actively, so it is natural to build their own mall.

To build a self built mall, clothing brand is actually to win its own future. Although the brand self built mall has not yet formed a scale, the clothing brand can always maintain its own voice. After the technology superiority of the Internet giant has been gradually weakened, the clothing brand self built mall has the ability to develop several times according to its own wishes. It will play an important role in giving full play to terminal store resources and marketing innovation. Meanwhile, the self built mall with independent domain names is more conducive to brand promotion, convenient for consumers to remember and increase the impression. The most important thing is that users' information is controlled by themselves, which will help greatly enhance brand influence, directly promote sales performance, and enhance brand stickiness and loyalty of consumers.

If we say that self built shopping mall seems to be more advantageous, but we should also see the lack of experience of traditional clothing enterprises in promoting and online drainage. In the case of self-knowledge, we may learn from the history of the development of self built shopping mall that there are two waves of domestic brand building, which are mainly divided into two waves.

The first wave is the self built shopping mall represented by the seven wolves mall and Metersbonwe's Bong buy network around -2011 in 2010. Both of them were mainly based on natural flow or online advertising drainage at the early stage. At the same time, the self built shopping mall on the line has a common feature, which is the collection of many sub brands of the brand enterprise.

The second wave is the brand self built shopping mall which has been launched in the second half of 2013 to 2014. It has been built by single brand, such as Jinyuan mall, WEWE mall, ONLY, JACK&JONES, VERO MODA, SELECTED, HKEE group Ochirly and Five Plus, etc., which are represented by Jinyuan dress, which are drained by two dimensional code as media. The characteristics of this period are that the traditional official website of the company has become outdated, and the enterprises have launched their own official mall, which includes image display, product sales and membership service. But the difference is that Jinyuan mall and WEWE mall have different intentions on the line. They are all created for the development of O2O project. In the process of pushing the scanning code, there is a link with the offline shop assistants, which is slightly different from the earlier generation of seven wolves mall and Bong buy network.

Looking at the brand building of all garment brands, I suggest that all brands can learn from the development mode of Jinyuan mall. On the one hand, we should use WeChat to build a brand community, and gradually access WeChat mobile mall instead of micro shopping, and on the other hand, improve the shopping mall.