How Does The Brand Realize The O2O Mode?

Have you tried the following behavior: looking at a dress in a store, trying to fit it well, then quietly taking down the number and going home to buy it online.

Every time you do this, you have to avoid selling. But now 5 companies welcome you to do so. From the end of May this year, the group, La Natsu Bell, XTEP and Lining began to try the O2O mode on the Jingdong.

Online shopping consumers can choose a store within 3 kilometers after placing orders, or pick up goods near the nearest store. The physical store can choose to scan the two-dimensional code online after trying on it, and then distribute it by the Jingdong.

Customers with replacement needs can return to the store on the spot according to the order of Jingdong.

The most important point is the delivery mode: from the original total warehouse shipment to the store delivery.

Its brand ONLY, JACK&JONES, VERO MODA and SELECTED will be directly shipped to more than 1300 stores in 11 cities, such as Beijing, Shanghai, Guangzhou, Shenzhen and Tianjin.

Among them, there are nearly 2000 stores in more than 30 cities of La Natsu Bell, Lining and XTEP.

La Natsu Bell, headquartered in Shanghai, has been preparing O2O since early 2014 to improve the online experience of customers and increase the proportion of online businesses.

After joining the Jingdong's O2O system, orders can be reached or reached the next day.

Because fast fashion life cycle is not long, saving delivery time is an advantage.

"In the past, a package would take 3 days to deliver, and it would take 3 days to return to the warehouse, and a week passed."

Zhang Yi Xing, vice president of fashion fashion group, said, "now 2 days will be able to restore inventory, turnover can be 3 times faster."

In addition, the goods will be sent back to stores that need most of this inventory, forming a return and replenish store inventory.

In addition to reducing the manpower and material input in distribution, it also improves the overall performance.

Operational efficiency.

For the traditional clothing brands, which are trapped in high inventory and weak sales in recent years, it is also necessary to get through the online and offline businesses to earn a way out for themselves.

10 years ago, JACK&JONES, VERO MODA and SELECTED were almost the standard of every shopping mall, and the group had opened more than 6000 stores in more than 300 cities all over the country.

But the good times are over.

The rise of brands, along with the continuous expansion of fast fashion brands such as Zara and H&M in the Chinese market, has led to the withdrawal of many brands from the mall.

Besides,

The O2O project will provide a customer management (CRM) tool for branding, which will help the brand master more consumption data and realize the digital management of consumer relations.

On the other hand, when users enter the physical shop, they will be guided by the line shopping guide, and will be included in the offline store performance, and will be helpful to stimulate the enthusiasm of the shop guide, so as to promote the O2O mode to be implemented.

Jingdong currently operates 143 large warehouses in 43 cities across the country.

Its clothing city has been launched since 2011. Last year, Jingdong increased its horsepower and Tmall's positive side in the field of clothing. This O2O will become a new weapon for Jingdong in this competition.

However, whether Jingdong O2O can continue to do so depends on whether it is strong enough to affect consumers' buying behavior, and at the same time protecting the interests of franchisees at the present stage.