Bestseller: Spend 3 Months On Wechat By O2O

In 3 months, only 66 stores were tested, but it brought 10 million yuan of sales. It seems that overnight, the O2O experiment, which was made by the four brands of the retail giant, the fashion company, and WeChat, let the industry take delight in it.

As an alien from Denmark

The company's development in the Chinese market has been widely praised.

The attraction of its brand to young Chinese consumers also makes it a standard for large shopping malls in China.

The industry even has "no silk, not shopping malls".

However, even such a giant company has faced many problems and challenges in the past two years.

The first problem is the decline in store traffic.

In fact,

JACK&JONES, the company's best e-commerce provider, is also facing many obstacles.

Because online shoppers are still more sensitive to price, companies usually put the products of low price segments or inventory products online.

Under such circumstances, how to expand Online

It has also become a big challenge.

The cooperation between VERO MODA and micro shopping is first started by the electric business department. Later, considering that the most important value of this mode is to change the shopping experience under the user line, so it is dominated by offline shop.

The products of VERO MODA micro shopping platform are exactly the same as those of offline stores. There is no difference in price.

In the autumn and winter of 2013, about 60% of the products of VERO MODA were added to the two-dimensional code. In 2014 spring, all VERO MODA clothing could be pferred to the line through two-dimensional code or even bar code scanning.

After the user's scavenging reaches the micro - shopping page, it can look at the related collocation of the goods, collect the favorite goods or direct the list.

After placing the order, the user can pick up the goods on the spot or return home to deliver the goods from the VERO MODA store.

However, in the cooperation with micro shopping, VERO MODA will inevitably encounter some challenges, including technology development, system security, salesperson education, etc.

In order to enhance the enthusiasm of offline salesmen to use the micro shopping platform, the online turnover of VERO MODA on the micro shopping platform is counted in the salesperson's performance, which is also an important reason for the O2O business dominated by the offline retail department.

In addition, WeChat and WeChat cooperate to take the buckle mode, and WeChat can get 0.5% of the total sales discount.

This is also good for WeChat.

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In 2014, China's sporting goods industry seemed to be showing signs of haze.

In March, Lining announced the results for the whole year of 2013. Although sales revenue has declined, the deficit has narrowed.

In particular, since the company is committed to cleaning up inventory, the old inventory problem has been solved, and the overall inventory level has dropped further than last year.

This is thanks to the channel revival plan established by Lining.

According to the publicly disclosed data and data, Lining has performed well in the clearance of channel inventory, and the inventory structure has been optimized.

After the integration of major stores, gross margins and operating efficiency have improved significantly over the past few years, and sales of new products continued double-digit growth this year.

In 2013, Lining implemented two changes in business adjustment and the establishment of a retail business platform, increasing the number of self run shops and regular shops, optimizing new product portfolios while closing inventories, and closing inefficient stores.

Over the past 10 years, China's sporting goods enterprises have basically adopted the mode of "wholesale + brand". Because of the good external environment, for sporting goods companies, they only need to vigorously build brands, sign various sports resources, sign sports star spokesmen, and be approved by the distributors, so that they can quickly open stores and expand channels.

The core of the "brand + wholesale" mode is that the brand manufacturers do the brand of the enterprise, then wholesale the goods to the distributors, and whether the goods are sold to consumers in the end, how to sell them to consumers, and what feedback consumers have, these brands do not need to consider.

However, whether the product is really popular among consumers or not, brand dealers and dealers have no idea.

Moreover, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders the goods at the order meeting, and the brand dealer gives the goods to the dealer, and the whole business activity is over.

Even in the actual sales process, there is no way to adjust flexibly for a particular product, especially for a particular product.

The sale of special salable products is gone, dealers can not replenish goods, especially products that are not well sold can only become inventories, stacked in warehouses, many dealers have no means nor have the ability to sell places in a certain place, but the goods that may be salable in other places are p regional dispatching.

In fact, Lining and other first-line sports brands recognize the drawbacks of the wholesale mode.

As a result, Lining established the channel revival plan, launched the strategy of "small batch and multi SKU" on the product, and introduced a new business mode combining "guided order + quick replenishment + quick response", which improved the dealer's order guidance and goods arrangement.