O2O For Clothing Industry: Division And Reshuffle

What benefits can O2O bring to enterprises? Will O2O make money? How can O2O really become a booster and accelerator for transformation and upgrading of garment enterprises?

According to the China Textile Industry Federation 2014 autumn Industry Research Report, four categories of textile, clothing, fabrics and sweaters are involved in Jiangsu and Zhejiang industrial clusters. clothing According to the survey of the application of e-commerce, some brands have begun to layout and operate for O2O. However, the problems such as the lack of planning for the development of regional e-commerce, the lagging behind of public service construction such as warehousing and logistics, the narrow selection of the third party e-commerce platform, the lack of specialized solutions and the shortage of talents, and the high cost of Internet marketing and promotion are becoming more and more serious. It has troubled many garment enterprises to apply e-commerce and promote O2O. Since the beginning of this year, China's apparel consumption has continued to grow at a low digit rate. High inventory has made many service enterprises miserable. Many garment companies are keen on online marketing, but their online sales are still at a low level. The unit price of products is not high, and the online and offline rush is increasingly sharp, making it almost unprofitable.

At present, the consensus of most experts in the industry is the entity. clothing In terms of enterprises, O2O is no longer a "play concept", but a "system engineering" for upgrading industrial value chain and upgrading retail, and playing "empty" again is contrary to the original intention of O2O.

The role of generalized O2O in the transformation and upgrading of the business ecosystem of enterprises is not only at the channel level, but also at the consumer level and the cooperation level, so as to adapt to the new digital basis and establish a new life style. In order to open up and truly realize O2O, garment enterprises need to do four basic projects, including commodity opening, store opening, membership system opening and profit distribution. In fact, O2O of garment enterprises is the termination of POS mobile and data analysis system, and it is the comprehensive information technology of offline retail stores.

In 2015, O2O will become more fierce. Its penetration, change and subversion of traditional industries will be beyond everyone's imagination. and clothing Industry, the biggest category in online shopping, is also being changed by O2O. In the process, more and more traditional clothing brands will be forced to test the water O2O mode.