Green Box Original O2O New Mode: Micro Shop +O2O

Micro shop, O2O,

When green box CEO Wu Fangfang passed these most popular terms, it became a new model in the brain.

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In the process of O2O model test, many brands found that O2O is just "looking beautiful" and the road to landing is still far away.

Green box uses this new business mode to solve the embarrassment that O2O mode can not land.

A ferocious business model is changing.

"Have you ever thought that whether you are buying children's clothing online or offline, you have a dedicated shopping guide to serve you.

Online and offline styles are the same.

The salesperson may be a part-time white-collar worker, or a big Internet V. They no longer simply provide services, but manage their customers like a sales director. "

Internet fission, the birth of four not like micro shop.

In the second half of this year, 10 new green box O2O entities will be stationed in the major shoppingmall of the city.

Before entering the entity store, the green box is truly a network brand, with only online channels.

Now many offline brands are clamoring for online channels.

Why don't green boxes take the unusual road?

The reporter interviewed the green box CEO Wu Fangfang. She said that with the new round of game between the electricity supplier and the traditional business, the single mode of doing online or just under the pipeline has already failed to meet the market demand. The combination mode of online and offline O2O is the general trend of the future.

In the industry view, children's clothing brand to seek pformation, and the Internet embrace is "live" to do a required course.

Now O2O is everywhere, often Internet +, but most of the old wine in new bottles is not easy.

If you want to live in a healthy life, you have to make a clever move.

Traditional clothing

There is only one APP and two dimensional code.

But the green box has broken these restrictions with ingenuity. Every shop assistant has his own two-dimensional code.

And bound with fans order, enjoy a certain profit commission.

Under such a mechanism, the shopping guide is no longer a salesperson in the traditional sense, they begin to consider how to drain, and some even start pushing.

"After our pilot in Shandong and other provinces and cities, the results were surprising.

The creativity of the shop assistants is endless. This year, May 1, a wave of shop assistants went to the park, playground and other children. There was a shop with 4 salesmen. They only added 1000 fans a day.

I was surprised by the number.

Because salesmen can get their commission through fans, and increase their subjective initiative. They begin to recognize the win-win mode of more work and more gains.

In Wu Fangfang's view, a traditional store may have 80 customers a day, but the new O2O shop has thousands of visitors a day.

In fact, this is only the side of this model.

"In the future, everyone can become a green box shopping guide, including some white-collar or high popularity network big V can also be combined with micro shop, become green box part-time purchasing agent.

Instead of simply providing services, they should manage their customers as well as a sales director.

Wu Fangfang said that the shopkeeper of each line can choose to take the initiative to attack, recruit more extra salesmen, and change the "sitting mode" into a highly competitive "business mode".

Wu Fangfang explained that the so-called O2O is online trading, offline experience and service.

At present, most brands have encountered many pain points in the trial of O2O mode: the rigid inventory of agents, the conflict of interests among stores, the conflict between stores and brands, and so on.

To cope with this pain, Wu Fangfang revealed that they had installed an online shop for each line store, which effectively solved the problem of limited radiating radius of traditional shops, and allowed 50 square meters of shops to play 200 square meters of efficiency.

That is to say, in addition to some products displayed on the offline store, consumers can also log into the green box official flagship store or mobile phone mall by using the store network to view more product styles and make online ordering.

For those green box franchisees who only have "small" shops, they not only greatly reduce the cost of leasing, goods preparation and other related costs of franchisees, but also reduce the business risks brought by franchisees due to factors such as product styles and product prices, thus controlling the inventory risk of brand products, and fully expanding the profit margins of shop owners.

If consumers online order, offline experience shop will become a "fitting shop"? For this, Wu Fangfang said, the green box will give consumers the only coded green box electronic membership card, to solve this concern.

Holders of electronic membership cards not only enjoy the green box line discount online discount, but also accumulated points, the corresponding gift exchange.

The "green box" will share with the franchisee according to a certain profit distribution mechanism, which breaks the situation that franchisees only enjoy the sales profits of single entity stores, making the franchisee's profit space wider.

It is worth mentioning that the green box not only freely shares its 5 million member data, but also relies on powerful CRM backstage technology to help join partners to achieve precise marketing of members.

At the same time, the functions of online offline synchronization, membership recognition, integral accumulation, and convertibility are realized.

For the green box line experience shop operators, you can also set up WeChat group according to membership card, and classify the children according to the information on the membership card, and send private customized information regularly.

At the moment, the voice of community economy is also getting higher and higher.

Wu Fangfang disclosed that with the increasing degree of community, it is not ruled out that it will enter the community in the future.

Many traditional stores will consider the flow of passengers to the Internet.

Why does the green box go the opposite way? Wu Fangfang focuses on the new mode of child rearing in the future.

"Now, some young parents are more and more reluctant to go out.

But with children, they have to go out and take their children to playground and parent child interaction.

Therefore, we will not open our store in the traditional shopping mall, but choose shoppingmall or amusement park nearby.

A physical shop is equivalent to a live advertisement sign.

Over the past few years, online and online revenue brands have been few and far between, and even a vicious circle of online applause and food shortage.

This forced some brands to launch online customization, but this led to confusion in consumers' cognition.

Wu Fangfang believes that the majority of Chinese children's wear brands have not been pformed, and they are still fighting for a protracted war in the shopping malls.

But the green box is a completely different way of selling goods, a bit like UNIQLO.

"The price of Chinese brands is too high.

We have brand, design, like UNIQLO, positioned as a fast selling fashion brand.

The cost of parenting is very high now.

What we want to do is dress brands that parents and parents can afford. "

Now, under the green box line, there are: Disney, love making, modern lady and Masisi, many of the quality and the line are of the same quality as the big children's clothing, but the price is very substantial.

"Internet pformation of physical shops is already undergoing rapid fission, and the speed of fission is unexpected.

We hope that in more than 3 years, we can achieve more than 600 million sales. "

Wu Fangfang likened the adjustment of the strategy to eating crabs, and perfect the grafting of children's clothing brand with traditional Shang Chao.

"Before

There is no entity store, focusing on online sales.

Now we are walking on two legs. First, we plan to enter Shanghai's super business in the second half of the year.

In cooperation, we will pay attention to whether there is children's city in shoppingmall. Now there are so many children's amusement and dining in the mall, which has revived the economic recovery of children.

Second, we will combine the physical store with the micro store.