Build A Shopping Mall Or Find A Way Out For Solid Clothing Enterprises To Explore The "O2O" Mode.

It is not a "play concept", but a "system engineering" of industrial value chain upgrading and retail upgrading.

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.

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.

After the financial crisis, exports to domestic demand.

When the market recovers, the online e-commerce has been sped up. The offline shop has become a well-known "fitting room".

According to the data disclosed by Guo Da Lu, vice president of Tmall, the sales volume of domestic textile business accounts for 10% of the total, and clothing accounts for 20%.

In this regard, the industry consensus reached by Chinese clothing is that the market downturn is only a false impression. People's enthusiasm for clothing consumption is far from being satisfied, and new consumer demand and expectations are constantly emerging.

The industry believes that the upgrading of consumption and social pformation at the same time give the clothing industry a lot of consumer blind spots and business opportunities.

In the past, shopping was done in the next scene, but now it is shopping in many scenes.

For consumers, O2O can be more casual, to shop is more of an experience, rather than step by step guide shopping around.

This means that the garment market will be rapidly differentiated, and O2O will change the layout of the entire apparel retailing industry.

For some enterprises who understand the consumption displacement, they can be divided into online sales growth dividends, while for those traditional enterprises that do not know how to adapt, it means that the mastery of customers is no longer as simple as it used to be, which means that there is a split share.

First, clothing enterprises explore the way of O2O.

The core of O2O is big data technology, and the data from social networking sites are large and vivid, representing the true thoughts of specific netizens, reflecting what they want to do.

Clothing enterprises attach importance to the strength of these data, and make the brand closer to consumers, deeply understand the needs of consumers, and create consumer demand.

For the clothing industry in the era of O2O, "consumers" are no longer a vague group, but a "holistic person" supported by massive and fragmented data.

1, Wang Zhuo, Secretary General of the China clothing association: behind this strong contrast between online and offline, what is obvious is the change of consumer behavior at present: online consumption has become a habit, and offline consumption has changed from pure consumption to interactive experience, including sharing entertainment and other factors, showing consumers' cognitive changes in online and offline retail habits.

2, "the worst time in the clothing market is in 2012, when all the industry people were still immersed in the excitement of high growth, but e-commerce was totally overturned.

The industry is lost. "

This is the review of the mentality of Zhou Chengjian, the Shanghai Metersbonwe apparel Limited by Share Ltd chairman, who launched the first upgraded version of the clothing O2O experience store in Monument for Liberation, Chongqing.

3, Fang Jianhua, chairman of Yin men's dress, said: the core of big data is still based on the understanding of consumers. Traditional clothing enterprises have no way to control the details of the terminal consumers, so it is hard to collect brand members' information.

But under the O2O channel, we can control the data of all consumers, after effective analysis, we can well stratified the customers and push the commodities according to customers' preferences.

4, Ni Zhennian, general manager of Jordan sports company, said that at present, the online business platform is a very good platform for clothing standardization products. At the O2O level, Jordan sports has started to cooperate with the Internet platform. At present, online equipment has also been constantly improved, and the 3D fitting system is in full swing.

5, Yang Xun, vice chairman and general manager of sunrise Group Co., Ltd., said that in 2013, JEANSWEST's sales in China amounted to 5 billion yuan, and the sales volume of online stores was 260 million yuan.

In terms of the development of e-commerce, JEANSWEST's next plan is to implement the O2O mode, realize resource sharing on line and online, integrate the huge entity sales network with the online sales network, and provide customers with a diversified shopping experience.

Two, distribution of benefits for garment O2O

The core of O2O is to achieve precise marketing, which can tell the brand where the customers are and what their real needs are.

With the help of big data tools, offline brands can integrate the latest consumption habits, and connect new channels with new technologies, so as to establish a real connection with consumers.

With regard to the pformation of O2O, what the traditional clothing industry is most worried about is how to join the franchisees on the line after the Internet is implemented. How to mobilize the enthusiasm of the traditional franchisees and how to solve the challenges of online and offline businesses?

Semir clothing O2O's solution is to launch a profit sharing plan under the online and offline business. According to the online order sending place, the company divides the line store interest area, the line area where the order area is located, enjoy the profit sharing, and undertakes the related business work.

Zhou Chengjian also said last year that in the future, online sales and offline stores would participate in the profit sharing, for example, around 15%.

Summary: interest distribution is directly related to project participation and implementation enthusiasm. In this regard, suggestions can also be taken according to step by step strategy, first complete the O2O pformation of Direct stores, and then promote franchisee participation.

In addition, the interests of terminal managers and shop assistants should be guaranteed. Even the interests of the directors of the branch offices need to be protected, because if their offline performance is shunted online, and the performance of terminal stores can be accounted for by the salesmen, and the annual target line of the branch is not unified and accumulated online, the enthusiasm of the branch will be greatly weakened.

Three. How to land O2O is a systematic project.

At present, the consensus of the industry is that O2O is no longer a "play concept" for solid clothing enterprises, but a "system engineering" for upgrading industrial value chains and upgrading retail businesses.

1, Li Shujun, vice president and chief executive of GXG apparel company, pointed out that if clothes companies want to get through and really realize O2O, they need to do well in four aspects of infrastructure projects, including the opening of commodities, the opening of stores, the opening of membership system and the distribution of interests.

In Li Shujun's view, after the O2O of the clothing industry has been opened up, the upgrading of user experience should be reflected in three aspects: shortening the path of browsing, making payment experience more convenient, and interacting with brands better.

Li Shujun emphasized that O2O must be a long-term project that the chairman of the board is concerned about and promoted, and can not immediately change the actual performance of garment enterprises.

2, Metersbonwe CIO min Jie frankly said: "clothing industry O2O is still in the seeding period, the harvest season for eating rice is still very far away."

Released from last year's high-profile O2O to the current experience shop, more than half a year, the O2O experiment has been in the background of integration.

Min Jie said that in the short term, from consumer experience to performance improvement may not necessarily see the effect, perhaps 35 years later will produce fission.

In Monument for Liberation, Chongqing, the first 2 edition of the upgraded O2O experience shop in the United States has a total area of more than 4000 square meters. Each floor is equipped with a fashion interactive device. As long as the bar code is swept, customers can choose the matching scheme from the device to achieve virtual matching and replacement.

Not only that, the shopping guide is equipped with iPad, consumers can enter after the purchase of iPad cloud payment system, through Alipay or WeChat.

If there is a lack of color code, consumers can also send orders to other stores through the Internet.

3, Wang Yao, vice president of the China Federation of Commerce, is worried that even if the cost is high, the passenger flow will come. If the clothing enterprises themselves are hard, they will not generate sales.

Therefore, Wang Yao believes that at present, for garment manufacturers, the core issue of O2O is how to better serve consumers. The advantage lies not only in stores, but also in supply chains, which must be able to design and make goods that consumers like better.

It believes that in the O2O landing, we should return to the essence of clothing, focusing on products and design, finding out the brand's own values and brand culture.

Four, is the clothing O2O platform or self built mall?

In exploring the clothing industry O2O, Tencent and Ali have launched the micro shopping and shopping guide, but in fact, after the VERO MODA, many businesses of Tencent micro shopping are quietly working. Some of the stronger marketing businesses actually have many fans, but the sale and pformation on the line is very pale.

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, we make a comparison, Ali O2O mode, through the integration of PC Internet and wireless resources within the group, through wireless technology and big data products, provide marketing for the offline retail business, member interaction, order to support a full range of solutions, to achieve online offline data, commodities, inventory trading, capital through the whole channel retail mode.

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.

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 will make the drainage cost phase.