Unprecedented Surprises For Clothing And Apparel Consumers

Here world Clothing and shoes Net Xiaobian to introduce to you is the store delivery + city express La Natsu Bell: end explosion clothing O2O?

Once upon a time, the significance of "double 11" to enterprises has surpassed the ordinary special sales day, but a strategic delivery channel.

"Double 11" sales volume, how can enterprises prepare for war? (for garment enterprises, mainly on the basis of forecasting demand) people familiar with the clothing industry know that the industry adopts the futures mode, that is, according to the actual sales situation of "double 11" in the previous year, the sales of "double 11" should be forecasted. After determining the quantity, the order will be placed in advance, and then the finished products will be stocked in the electricity supplier's warehouse (for example, the electricity supplier located in Taicang, Jiangsu). Then, when the "double 11" comes, consumers will order from Tmall and Taobao, and then be delivered by the electricity supplier's warehouse.

"Double 11" will surely bring huge sales volume to enterprises, but it also brings many problems. First, for the consumer level, although the price has been substantial, however, with the recent increase in the number of "double 11" commodity transactions, the pressure of logistics in a short time is very large, and even the problem of "burst warehouse" frequently appears. The problem of poor logistics and poor after-sales service brings negative experience to consumers; secondly, at the channel level, the sales of Taobao and Tmall and other electronic business platforms are huge during the double eleven period, which has a certain impact on the traditional channels under the line.

When many brands are troubled by factors such as "double 11", such as logistics and other factors, or because it is difficult to push forward under the O2O online and offline conflicts, the women's clothing brand with the reputation of Chinese ZARA has done O2O step by step. What's more curious is that during the "double 11" period, it not only did not cause consumers to worry, but also made a large number of consumers praise La Natsu Bell because of fast delivery and good service. How did La Natsu Bell do all this?

Direct stores have natural advantages in O2O.

Once upon a time, many garment enterprises were intertwined between Direct stores and franchised stores. The advantage of Direct stores is to facilitate unified management, but the speed of opening stores is restricted by their own funds. By comparison, Franchised store It is easy to use social capital to lay the channel fast, but how to manage it uniformly and achieve standardization is the main problem.

Under the traditional marketing mode, especially when the performance is declining, direct shops may become hot potatoes. The reason is obvious, because they are all direct shops, and all the risks are on their own. In recent years, Metersbonwe has experienced tremendous pressure. However, with the "Internet +" becoming more and more popular, Direct stores have unique advantages in promoting O2O. This is because if the channel is based on the franchisee, there is a situation that the manufacturers can push forward O2O in a comprehensive way. If the online and offline sales of the same products are relatively low, the price of the products will be relatively low, which will bring a certain impact on the sales of franchisees.

Even if a common practice is adopted, manufacturers will ease the conflict of interests between online and offline dealers and launch a dedicated network brand. Dealers next to the line will still be dissatisfied. After all, the interests of franchisees and manufacturers are not exactly the same. When manufacturers are promoting O2O strategy, it is sometimes difficult to coordinate the interests of both sides. As Hu Gang, vice president of La Natsu Bell, thinks, for all the direct shop channel systems such as La Natsu Bell, it has natural advantages to promote the O2O strategy, and it is absolutely no problem to implement O2O.

Hu Gang said: "although the price of online sales is low, there is no opinion on the offline stores, because although the price is slightly lower, the number of orders has increased greatly, and online sales have been largely drained under the line, achieving a win-win situation between online and offline."

Secret of fast speed: store delivery + City Express

Usually, the clothing industry has a longer production cycle, so it is often necessary to place an order in advance, and prepare for the preparation of the double eleven period. Manufacturers usually predict the demand of the "double 11" in the past year according to the situation of the previous year, and then distribute the goods according to a certain degree of redundancy. For the traditional clothing enterprises, after the products produced for the "double 11" are produced, a warehouse (such as Taicang, Jiangsu) is needed for storage. Wait until the "double 11", from the electricity supplier warehouse unified sent to all parts of the country. Under such a mode, consumers outside the Yangtze River Delta may need more than three days to get the product. In this way, the consumer experience will be relatively poor, and even many consumers will be criticized in the store.

By contrast, one of La Natsu Bell's greatest innovations is that after the implementation of O2O, it will no longer be stocked in a nationwide electricity supplier warehouse, but will be stocked in stores. After placing orders, the order processing system will automatically allocate its nearest stores to the consumers according to their registered addresses, which will greatly shorten the distance between shippers and consumers. If consumers and stores in the same city, they can use the same city express delivery, consumers can even receive their favorite products in one day, which is no doubt a surprise to consumers who have been used to "double 11" express.

This is also the fact that many clothing companies are suffering from logistics difficulties and many bad reviews. La Natsu Bell is able to use logistics to surprise customers and give himself a secret.

Service: the nearest store in the same city returns.

Besides logistics, service quality is also a key factor affecting customer reputation. Under the traditional mode, if consumers want to return the goods, they need to send the products back to the manufacturers and deploy them uniformly. The whole process is rather cumbersome, and the time of receiving the products after replacement may be longer. This will greatly affect the consumers' shopping experience and brand recognition, which seems to have become a chronic disease. However, if you shop in La Natsu Bell, the situation may be totally different. No matter how you purchase it, if you need to return it, you can directly return it to the store nearby. In this way, consumers will soon be able to get satisfied new products, which greatly reduces the time consumers need to wait for the replacement of goods. Hu Gang said: "the details decide success or failure, and do a good job of" double 11 "shopping experience, we can not let go of any link that may affect consumers' shopping experience.

La Natsu Bell even took into account that if consumers were traveling or traveling in the "double 11" period, they bought products at local stores. According to the usual rules, if consumers found their products back to their places of residence, they would need to go to the shops they purchased, so that the cost of time and capital was too high for consumers. Taking into account this possibility, La Natsu Bell made the corresponding adjustment - the products purchased by consumers outside the place of residence, if they are not satisfied, can be exchanged or returned locally from the nearest store of consumers. Vice President Hu Gang, for example, said: "if a customer from Shanghai came to Nanjing on business, he happened to have bought one at La Natsu Bell's store in Nanjing. Design Products. After the consumer returned to Shanghai, he found that the products he bought did not fit or had quality problems, so he could switch to his nearest La Natsu Bell store in Shanghai.

Although it is convenient for consumers, how can it be counted? Who will it be?

The performance is still regarded as a Nanjing store, but there is more than one item in Shanghai store. How do we calculate it? Vice president Hu Gang explained: "we always put the convenience of consumers first. When consumers return to stores in Shanghai, their performance is still counted as Nanjing stores. After Haimen store has more than one product, it will cancel the performance of the two stores."

It is also true that O2O has greatly increased La Natsu Bell's customer satisfaction with company services.

Behind the speed: performance and assessment are the support.

There is no question of competition between manufacturers and channels, but after all, there are problems of performance attribution and performance appraisal. To put it bluntly, consumers are placing orders online, and stores are responsible for distribution, so how is the performance calculated? How can we improve the enthusiasm of offline stores? "Hu Gang, vice president, said:" the real realization of O2O is not only achieved in order processing and logistics distribution, but the key is to organize and everyone to achieve O2O, such as performance appraisal and compensation system should be adjusted and changed accordingly. " Therefore, the support behind La Natsu Bell's realization of O2O's all channel reform is to change the performance appraisal system.

In La Natsu Bell's system, when consumers place orders from the Internet, the performance is assigned to the stores responsible for logistics distribution, that is, who is responsible for the distribution, and the performance is to whom. In fact, such an assessment system is fully in line with the essence of O2O - the principle of placing orders according to ownership and localizing services.

At present, La Natsu Bell further promotes the O2O system by expanding the types of payment, opening up store level inventory, and achieving more experience such as inventory through 2.

La Natsu Bell O2O has made a good start, but the future will be better.