Clothing O2O Must Be Closed Loop.

In terms of clothing business, consumers buy goods online, pay for them, sign for goods, or consume electronic tickets to store, so that online closure is completed. But in fact, after completing the online consumption, some customers left a bad comment on the business after all the after-sales service problems. For consumers, the first consumer experience often determines the attitude of consumers to businesses. When the consumer experience is insufficient, and businesses can not get feedback at the first time, the quality of service will continue to go bad.

"The first edition of all systems is designed to serve consumers, so that consumers can turn back in time and on time, and provide consumers with better services accurately." This is the service aim of the first edition of general manager Wang Bin, and for traditional enterprises, this is also a necessary service concept.

"To open up online and offline systems is to facilitate consumers to interact online and offline, considering the results and services of the system. Consumer It is the best viscosity for O2O to get back in time, "Wang Bin said.

At present, online and offline can smoothly achieve unilateral. transaction But getting the two ends is a real problem. And "let consumers turn back on time" is even more unpopular. In the end is to let O2O "Landing", the realization of online and offline business closed loop, or just a rough and complete completion of online to offline consumption of pseudo electric providers. From the perspective of the whole network, is the first edition of the hi guest eligible for implementation?

It is understood that Tencent's user base, Ali's payment conditions, and Baidu's scenario environment have excellent advantages, but it is still difficult to get through the two ends. Therefore, not only can a certain aspect achieve a certain intensity, it can achieve O2O's closed loop, but the key problem is to achieve effective connection between the three links of user, payment and scene. From the application scenario to the generation of needs, and finally to meet the needs of the process, we need both typical application scenarios and powerful data analysis and artificial intelligence to achieve needs understanding and precise matching.

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The biggest change of China's economy in the 2015 is the arrival of the era of "Internet plus". "Internet +" represents a new economic form. It gives full play to the optimization and integration of the Internet in the allocation of production factors. Through the Internet +, it will deepen the integration of innovation results in all sectors of the economy and society, and enhance the innovation power of the real economy.

"+" is not only a technical "+", but more importantly, "+" in thinking, ideas and patterns. Innovation is the key to promote the transformation of management and service mode, and is the real core competitiveness of enterprises. Doing brand marketing under Internet + is to learn to monitor and predict customer preferences and choices in the era of big data. Successful brand marketing is to find customer needs, meet demand, create unique value and seize market share with unique value. Here we take Spain's number one brand and the brand marketing of ZARA, one of the world's four largest fashion chains, as an example to analyze the reasons for its success.

The ZARA design team is praised by the clothing industry. They are excellent at controlling and replicating fashion trends. ZARA business philosophy "only consumers love the most is our design, only to provide consumers want." ZARA was inspired by fashionable passers-by at the very beginning and went to the four fashion week to copy it naked. ZARA has been fully concerned about what consumers love to buy and what they love to wear, and this is exactly what ZARA knows about "+ what" in the Internet + +, plus consumer demand.

ZARA in its new product composition, 65% plans to produce, 35% mobile adjustment. Before 35%, designers and designers from all over Europe came up with the idea of designing the Internet. On social media Instagram and Facebook, "many ZARA buyers" lurk, and everyone pays attention to a large number of fashion people. ZARA doesn't mind looking for inspiration from an ordinary user, or about trial and error. 2013 of the fashion circle, 2014 of the breeze, ZARA can capture the fashion trend and launch products at the first time, and truly achieve the "our design must be consumers want" business philosophy. In addition to the design, the key point is: the management policy of all ZARA self operated stores can be implemented from design, data collection and distribution to customer orientation and 100% "customer centered". This kind of O2O is closely linked to the front and rear end, and the production and operation method is adjusted at any time through the sales data. It is also an important mode of the quality and fresh life of the enterprises under the Internet plus. It can be said that ZARA itself is like an Internet product, which can continuously and rapidly iterate, add or delete or optimize its own functional characteristics at any time. In contrast, many domestic clothing brand marketing is lack of sincerity in considering users. External complex channel management and control is difficult, the quality of service level can not be unified, internal clothing design should also be "one size fits all", increasingly unable to meet the individual needs of consumers, and the development of enterprises is hindered by only a matter of time.

Our managers must take "customer experience" as the first place in the development of enterprises, but do not understand the real meaning. ZARA really achieves customer experience in every detail, and the customer experience it emphasizes is not the most intimate, but it is absolutely the most suitable for consumers' expectations. We only need to seize the core users and stab the users' pain points. A successful product can only solve one of the needs of users. With the development of Internet and mobile Internet, ZARA has many new ways to achieve this, including not only clothing itself, but also through social media and brand communication, including the online shopping experience. Apart from creating a design sense of clothing, ZARA's store display is also significantly different from other fast fashion brands. Large space less shelves, less scarce commodity display, a small number of display features. It is easy to see that this is very similar to the display of high fashion stores. And the goal of ZARA is exactly the same -- to make customers feel like buying a fashion in high fashion. Similarly, its official website is also built into a modern style of simple style. Without looking at pricing, it's hard to see what the ZARA is different from other high-end brands.

Unlike traditional clothing brand designers, ZARA does not need famous designers, buyers and tailors they need. It is only necessary to move the most popular fashions from T station and network to the factory. At present, we do a lot of good dresses, but few of them know fashion. They are very fashionable. They also have difficulty in going abroad. This is not related to their aesthetic ability. The boss of ZARA is not a fashionable person, but the idea of understanding the art of COPY before others. This kind of "gold rush" mode, which is almost cost free, is very similar to the filtering mechanism of Internet information.

In the Internet + era, it is of course the first to make a good product, but a good marketing strategy is absolutely important. The industry often takes ZARA not to love to advertise, but in fact, knowing ZARA really knows that it just doesn't use general means to advertise. You see, all the stores in ZARA are open to the most high-end and prosperous commercial establishments in the city, and are never fastidious about the exquisite decoration of the shops. At the same time, another important part of ZARA's high-end image is the annual publicity model. These models are always the top supermodels in the world, and the publicity hard shots are all of the best quality and convey a "fashion and high-end" image. Although the quality of clothing has been Tucao, but no one can deny that wearing ZARA is the same visual effect as wearing big cards.

Today, we say that ZARA is an Internet based enterprise. One important basis is that its new product launch and inventory control make full use of the idea of iteration. This is also the "customer first" Internet thinking. ZARA has indeed made a rapid response to the market. ZARA is flexible in its business philosophy. It does not restrict the brand by means of rules and regulations. Instead, it develops in a trial and error way by recklessly pushing forward development. From the leadership level of ZARA, the proportion of highly educated personnel is less than that of other international companies, which can be said to be a lack of advanced management system, and can be interpreted as breaking away from the constraints imposed by experience. This makes it difficult for others to anticipate what ZARA will develop next, and what unconventional decisions it will make. This kind of flexibility to break the routine is particularly important in the Internet + era.