Customer Satisfaction Is The Essence Of La Natsu Bell'S Success In Testing Water O2O.

In this era of Internet invasion,

In recent years, the process of O2O has speeded up, and every day there is a success or failure.

Why exactly do we need to implement O2O? Where is the foothold of O2O? Recently, the fast fashion brand La Natsu Bell test water O2O has achieved remarkable results. Hu Gang, executive director, assistant director and senior executive vice president Hu Gang of La Natsu Bell, has made an exclusive interview, and has put forward many opinions worthy of peer review for O2O.

World War II electricity providers "basically satisfied"

La Natsu Bell Tmall flagship store opened in August this year, with a double eleven sales volume of over 26 million, its team linked more than 300 stores, and more than 300 large-scale experiential shops, sending out all the goods in a day and a half, which is also rare in the entire garment industry.

For such a fast speed, customers have all received unanimous praise. Some users call it "speed like wind" and "should buy more."

During the double eleven period and a few days after that, most of the brand associations declined due to logistics problems, but La Natsu Bell did not fall.

In the face of these remarkable achievements, Hu Gang and his team said "basically satisfied".

It is understood that La Natsu Bell has run online shops, but for various reasons, the operation is not very successful. This year's entry is already "World War II".

Hu Gang said frankly, there are still many shortcomings in La Natsu Bell's team. For example, experience is not enough, internal systematization and process integration are not enough, and the preparation of goods is not enough.

Because in the fashion industry, in general, the goods will be prepared half a year ahead of schedule. The preparation for double eleven is short because the period is short.

Even so, La Natsu Bell crossed.

Stage, step into O2O, that is, the state of the whole channel, has been affirmed by the Alibaba group and has become an affirmative evaluation.

One of the 6 benchmarking enterprises.

Deconstruction of O2O focuses on all channels

Compared with other retail giants, La Natsu Bell was not at the forefront of the O2O but rather cautious. However, once the decision was made, La Natsu Bell burst into a wolf like speed and began to take O2O.

The essence of the whole channel is customer satisfaction and customer experience. This is the ultimate goal.

It's not just a drainage or an inventory, it's just an understanding of the operational level, and I think his nature is still in the pursuit of customer satisfaction. "

Hu Gang has put forward his own views on the O2O concept, which is currently hot and even held on the altar.

For the whole channel, Hu Gang gave a few simple examples. In the past, customers bought clothes at the next store online. They might be out of stock and broke the code. In the whole channel state, theoretically, he should be able to buy any store on line or offline, and buy it at any stock point.

In order to carry out this, La Natsu Bell is actively communicating with consumers in various forms to find the pain of customers. At present, La Natsu Bell focuses on inventory opening, membership opening and payment through.

At the same time, La Natsu Bell also made adjustments in the organization to deepen the business process of O2O.

Hu Gang himself is the leader of the whole channel project team.

In addition, La Natsu Bell also solved a very important issue -- interest.

Conflicts of interest usually exist between online and offline brands and distributors.

La Natsu Bell has adjusted the performance system by adopting the sales strategy of all direct stores, such as sending goods online to record the performance of the stores in the region, so as to eliminate conflicts of interest between online and offline, and the whole channel has become more unimpeded.

Focus on the way of O2O evolution in the future

For the current O2O situation of La Natsu Bell, Hu Gang said humbly that he is still in the 1 stage, that is, to open up channel inventory on line and offline, but it is still not thorough enough. In addition, members have to open up and pay to get through, all of which are the direction of 2 efforts.

O2O is an evolving concept. After Hu Gang's view, there are 3 and 4 times to satisfy the customers' latest needs.

Chinese people like to talk about concepts, but the concept is more beautiful, and they need to be implemented. Hu Gang called it "unity of knowing and doing."

In his eyes, there are other enterprises in the best practice, can learn from and imitate, and in the absence of experience, we need to boldly try.

La Natsu Bell, a wading electricity supplier, is now forcing the enterprises to think and make decisions. For example, according to the quantity of orders, whether the regional distribution of the stores is scientific, which processes need to be optimized, the scope of authorization, etc., for the internal enterprise, the more smooth the O2O, the stronger the internal cohesive force, the more able to go hand in hand in the commercial competition.

From Hu Gang's viewpoint and La Natsu Bell's O2O Road, we can see that when the traditional retail enterprises enter the electricity business field, the sober marketers no longer worship O2O blindly, but strive to take users as the starting point and turn it from "castle in the air" to "The Empire State Building", which is not only the Internet, but also the common rule of all walks of life for development.