La Natsu Bell's Success In Testing Water O2O Was Successful.

La Natsu Bell

In August of this year, the sales volume of double eleven was over 26 million, its team was linked to more than 300 stores, and more than 300 large experiential shops sent all the goods in one and a half days.

It is also rare.

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 the traditional electricity supplier stage, step into O2O, that is, the state of the whole channel, got the affirmative evaluation of Alibaba group, and became one of the 6 benchmark enterprises of Alibaba.

A kind of

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.

Rather than just draining or opening up inventory, this is just some understanding of the operational level. I think his essence is still pursuing 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 practice, 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.

Look at the way of O2O evolution in the future

For now

The O2O status quo, Hu Gang said humbly, is still in the 1 stage, that is, to open up online and offline channel inventory, but it is still not thorough enough. In addition, there are members to open up, pay to get through, these are the 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 electric business operator, 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 enterprise, the more smooth the O2O is, the stronger the cohesive force inside the company is, and the more it can 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 a common rule for all walks of life to seek development.