New Direction Of Spanformation, Micro Business Or A New Opportunity For Spanformation Of Large Garment Chain Enterprises

Recently, targeted at the Guangzhou Southern China micro business school. Garment industry On the spanformation salon sharing, participants discussed the spanformation and upgrading of the traditional clothing retailing industry in the Internet + era.

Ni Jun, general manager of the "365+1 Cowboy", the biggest domestic cowboy franchise, put forward a point of view. In the future, the physical stores will take advantage of the mobile Internet spanformation, and the micro business 5 mode. That is to say, through mobile micro marketing management system (WRM), we can get through the barriers between the physical store stores and the mobile terminal marketing spanformation, so that individual stores will become an important element in the integrated layout of the brand line, online and offline.

He disclosed that "365+1 Cowboy" attaches great importance to the emerging channel of micro business, and has invested and set up an independent micro business project department. Will rely on the wave of micro business to achieve Industrial spanformation And channel upgrading, this spanformation does not learn unhealthy market models such as "one-time purchase" and "multi-layer rapid expansion of people's heads". The "365+1 Cowboy" needs sticky customers who can communicate with each other at zero distance and more frequently. It will establish an eco platform with regular legalization and supervision. After the platform is launched, priority will be given to increasing the welfare and feedback of the more than 1000 original franchisees. At the same time, he also points out that the combination of these stores and the "big micro business" platform is not only a channel sales, but also a more important way of social communication and "micro consumption".

Overall downturn in traditional clothing retailing

Now we are striding forward to the Internet plus China. The globalization, intellectualization, informationization, digitalization and networking of the economy make the domestic economy step into the new era of "no borders". Driven by the continuous development and extensive application of information technology, e-commerce has become an important form of information interchange and trade activities among many enterprises, between enterprises and consumers, and has more and more close ties with consumers. This trend has a huge impact on the business philosophy and marketing methods of enterprises. The Internet based precision marketing system, which takes the Internet and information technology as the core, will replace traditional marketing methods to a certain extent, and gradually become a new trend in the development of modern enterprise marketing.

The rapid and Oligopolistic development of the electricity supplier, such as vip.com, Taobao and Jingdong, has caused the flow and sales volume of entity stores to be wildly sucked away, and has become a "fitting room". Traditional enterprise All crowded to this high-speed intersection, at the same time, the high speed has already been jammed. Many factors such as the high promotion fee, vicious competition, and lack of high-quality operation team of the electronic business platform make the platform settled in the business today, and they are in a dilemma.

At present, the overall downturn of the traditional retail industry, especially for the clothing industry, is also the worst hit area. Due to the impact of foreign fashion brands and online e-commerce diversion, many traditional clothing brands have been closed shop. Of course, the enterprises in the spanition period are also struggling with the platform competition environment mentioned above. How to make breakthrough and spanformation in the next step of traditional clothing retailing?

Don't be obsessed with O2O.

With the advent of the mobile Internet age, people have become accustomed to and entered the era of mobile Internet. In the past 12 years, they have heard and contacted the new term of O2O. The essence of O2O concept is to connect online and offline. But does it allow the entity store to win the opportunity again? Does it really make it easier for consumers to find stores, which will weaken the influence of geographical location on the flow of people, and help balance the differences between different business circles? Until now, I still feel that 020 is a false proposition. Don't overindulge in O2O, especially the traditional enterprises in the offline stores. The concept of O2O is too vague to mention the core of business.

Transition to catch the business core

Since the concept of "micro quotient" was put forward in 2013, it has attracted the attention of all parties. Salon, training and other activities on micro businesses are full of local venues. WeChat friends circle and other social sharing daily encounter screen. Businesses have been exploring ways to make use of the spanformation path of micro retailers in traditional retail or existing e-commerce channels, but there have been no successful cases. The main reason is that the emergence of micro businesses just needs to be excessive, and there is another key point because it has not caught the core of the business.

The core of the business, in addition to technological upgrading and product innovation, has been put forward in the past 13 years by Yang Zhemin, CEO. "The core of the mobile Internet business lies in the social activities in the circulation of commodities, and the direct communication between them in social activities. In the next few years, there will be a new Internet direct selling channel. It is not a recent O2O, but an abbreviation for P2P{peer-to-peer in social retail. Peer has the meaning of" status, capability, etc. "," colleagues "and" partners "in English. In this way, P2P can be understood as "partner to partner" or "peer-to-peer}".

Now this view is right. The shortest distance between two points is a straight line, so the precise mobile internet marketing is the right way to take the shortest linear distance in communication with customers. But now people's time is slowly fragmented by the habits of the Internet, and the living habits after fragmentation will return to some extent instead of completely fragmented. Labor is the most expensive cost, but also the most valuable and efficient cost. The key lies in the spanformation of high quality.

Therefore, to do well in micro business, we must further carry out accurate P2P linear marketing. So what is the precise P2P marketing linear mode? Communication is a straight line, two-way interaction process. It includes four important concepts: 1, in a certain period of time; 2, a certain meaning (content has a certain value); 3, interaction; 4, a high degree of informal communication.

Is the success of 365+1 cowboy a success in the spanformation and upgrading of micro businesses? Can micro business become a new opportunity for the spanformation of apparel chain enterprises under the Internet + wave? Can it become a classic case of the spanformation of traditional industries in enterprises? Let's wait and see!