Is 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 transformation 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 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.

Finally, suggestions: all brands can still learn from the development of Jinyuan mall. On the one hand, WeChat will build a brand community and gradually access WeChat to replace the micro shopping on the WeChat mall. On the other hand, it will improve the function building of the mall, and will try to promote WeChat WIFI and iBeacon applications in the future. Speaking of which, there is no lack of confidence in our e-commerce team, from the comparison of each brand self built mall. Jinyuan mall The experience is relatively good.

Summary: to do well in O2O, there is still a long way to go, no matter from the adjustment of organizational structure, the opening of ERP system, the same price on the same line, the logistics system structure (Headquarters delivery or offline pick up), terminal shop staff training, Direct channel operation Transformation, distribution of interests, marketing and so on are all a huge systematic project.

First of all, is there a special project group for the O2O project on the organizational structure? Whether the project team is fully authorized by the business owner or personally participated by the business owner? For example, how long does it usually take for the approval of the company's internal affairs? How long does it take to hear some brands, which can't be approved for a week? If you do O2O at such a speed, it is basically not to be thrown out of a few streets. In addition, whether the project team members have cutting-edge Internet thinking and a daring courage to explore are also one of the advantages of project success.

ERP system is a headache for many garment enterprises, because many garment enterprises simply do not have the ability of software development. From a terminal system, a company's internal system, an electric business system and a series of software to different software developers, it is a nearly arduous task to coordinate and complete the system.

And those who share the same price on the same line can do very little. Many brand stores and agents may have different activities at the same time due to regional, weather and other factors. Moreover, many brands, agents or franchisees are more flooded with online stores, and discount promotions are different. In order to achieve the same price as online and offline, the brand operators need to implement the policy of "encouraging and security" or eliminate all online distributors so as to ensure that the O2O project has the advantage of achieving price in the price. "Taobao"

　　 O2O The transformation of the logistics system suggests that the strategy should be implemented according to the step-by-step strategy, first of all, the unified delivery of the company headquarters, and then the establishment of standard demonstration shops in various provinces, and the completion of online orders on or near the delivery. And this needs to be established on the O2O platform with a complete order cancellation link to ensure that consumers do not repeat the delivery on line or near shops when the consumers are offline.

Technological innovation directly affects the training of O2O projects. First, the members of the project team must be aware of the changes brought by the new technology, especially the wide application of the two-dimensional code, and what can be brought to the enterprises and consumers. Then, the training of the store manager and shop assistants of your terminal, especially for the training of some activities and exercises launched by the brand side in promoting the O2O project, the store manager and the shop assistant are the implementers of the O2O project. If they do not fully understand the training process and are not familiar with some functions and processes on the O2O platform, then in the process of guiding consumers to participate in the experience, they may cause information degradation, that is, poor experience or poor promotion effect.