Without O, You Will Be Out. China'S Clothing Industry Is Facing Four Difficult Problems.

In recent years, the ubiquitous O2O mode affects all aspects of people, enjoy the convenience brought by all kinds of APP, go out in the morning, have a drop, have a beautiful group at noon, go shopping in the evening, meow street, all kinds of online experience, and the business form of offline services have aroused the enthusiasm of many traditional Zero selling enterprises to pform and upgrade, and the elders in the enterprise are also constantly learning the Internet thinking, actively integrating into the Internet age, and plan to have a new action, as if "no O, you are out".

But the traditional clothing industry is facing many problems, which are mainly four core problems.

Q: how to stimulate salespeople to promote membership?

From two aspects, one is the salesperson, the other two is the consumer.

There is an old saying in China that "money can make a ghost". It is very simple for an enterprise to stimulate staff members to promote new members.

From shop assistants, one of the ways of O2O online fans' source is store terminal. To persuade consumers to pay attention to brand online store or micro code online member is our guide. If we can give some benefits, the salesperson will actively participate.

The standards set by each company are different. "Qi Yun Technology" introduces to the author that enterprises can set the number of daily members to absorb the membership index as one of the elements of performance appraisal, and give the shop some reward after the index is completed.

Or we can set interest sharing method.

Stores absorb members and enjoy 20% of the total amount of consumption generated by the member online.

From the consumers' point of view, why can we often see the activities of WeChat scanning in shopping malls, focusing on the activities of WeChat in exchange for drinks, and every time it is popular, the reason is "profitable". Enterprises can seize the psychology of consumers' cheaply and entice them to register members. For example, the first order is only 50 percent off on line.

Although the method is old-fashioned, the 100 test is not good.

Question two: how to balance the distribution of interests under the shops?

There are many modes of operation in the clothing industry, including direct mode, direct business + agent mode and multi brand mode. Among different modes, O2O is bound to involve the interests of brands, agents, franchisees, channel providers, shopping guides and so on. Therefore, another problem for enterprises is that there are 1000 direct stores and 2000 franchised franchisees.

Enterprises can obtain three parameters as the basis for distribution, 1. of the shops belonging to the member, 2. of the order generation location, 3. of the delivery stores, assign the contribution value to each link, and get the reward of different proportions of the order, for example, the A store grabs the delivery rights of the order, then it can get a 1% Commission, and the enterprise can formulate the interest mechanism based on the actual situation, so as to enhance the promotion of the direct store or the agent store to the O2O (online entity store) and the initiative of the mobile terminal order.

Question three: how to develop O2O marketing activities?

O2O online marketing activities are mainly achieved through mobile terminals. There are usually two ways: SMS marketing and WeChat marketing.

SMS marketing, which can regularly send coupons, SMS solicitude, integration and reminders to members, can stimulate users' desire to buy.

But note that the content of the message must be of value to the members, otherwise it is a harassing message.

In addition, WeChat marketing is one of the most important marketing tools of the author. First, WeChat has a very strong function. Enterprises can interact with WeChat fans and play the fans card.

Through interaction of graphic information and games, members can understand the brand culture more intuitively and help them to label their fans. For example, the fans interact 3 times in a month.

Why label? It is mainly to help enterprises achieve precision marketing.

According to Bela Vera's head,

In the process, every mobile terminal marketing activity can get 3-5% membership consumption pformation, and the fan activity is maintained at 25% (within 3 months).

The effect of O2O online marketing is obvious.

Question four: how to accurately portray a customer portrait?

Customer portraits can not be drawn out without imagination. They need to be built on a large number of effective data to accurately locate the brand.

Such as customer age, user distribution, membership level, official website browsing path, purchase situation, shop paction analysis and so on, how do we get these data?

Qi Zhu Yun Technology Zheng Zong told the author that every development software background will be equipped with a management system, such as customer behavior management system. Enterprises can accurately get all the information from users through mobile terminal software, thus converting them into charts and data analysis, summarizing the characteristics of consumers, making it easy for enterprises to understand customers, satisfy customers and serve customers. These are the processes that must be accumulated during the early stage of customer portrait. With data analysis, can the distance between enterprises and customers be far away?

The above four questions deserve

Enterprises, as well as the traditional enterprises eager for O2O pformation, ponder whether the future of clothing O2O can take advantage of the situation. In addition to the government's policy support, of course, it also needs financial support from investment institutions, combined with multiple resources to solve the concerns of enterprises, and believe in the apparel industry.

The potential will be immeasurable.