"Internet +": Transformation Of O2O Is Not A Good Remedy For Clothing Shoes Enterprises

Numerous clothing Retailers and Shoe Retailers choose layout. O2O But this model may not be a panacea for the decline of performance. Recently, according to statistics, nearly 20 enterprises of clothing and footwear found that almost all of these enterprises regard O2O mode as one of the important directions to improve efficiency and expand the whole channel. But in the industry's view, traditional enterprises are just to cater for. Internet The trend of development and successful spanformation of O2O are almost none.

A few days ago, women's shoes retailer announced that the total revenue of the group increased 14.1% to 1 billion 410 million yuan compared with the previous year, and the operating profit was 155 million yuan, an increase of 10.5% over the same period last year. In the face of the current weakness, the group has further developed online O2O strategies, such as Tmall and Jingdong. In fact, BELLE, Saturday, Daphne and other women's shoe brands have incorporated O2O into one of the strategic directions. Besides, men's clothing brand. Wedding bird YOUNGOR, seven wolves, women's clothing brand La Natsu Bell, and so on, almost all local shoes and clothing brands have joined the O2O spanformation force.

"Although enterprises devote huge efforts in cost and management, they hope to get through all channels of O2O, but there are few enterprises that have successfully spanformed." Yang Dayun, President of the excellent international fashion brand investment company, said that the rise of the Internet and the integration of online and offline have become an inevitable trend. Therefore, these enterprises are bound to spanform O2O. In addition, investors will also require enterprises to accelerate their spanformation to meet market demand.

The O2O mode is not a simple way to get through the online and duplication mode for the traditional enterprises who sell products, trade and earn profits to complete the original accumulation. According to the first half of, the company achieved revenue of 845 million yuan and operating profit of 32 million 603 thousand and 800 yuan, down 3.81% and 27.79% from the same period last year, while BELLE's net profit fell 53.74%. In addition, since 2013, the O2O's US apparel has been spanformed into a net loss of 95 million yuan in the first half of this year, a drop of 153.12%.

In Yang Dayun's view, offline businesses are built on the traditional retail mode in terms of management culture, rules and regulations, profit models and supply chain systems. The Internet is a social platform that spanforms online traffic directly into cash flow. This subversive change is extremely difficult to fundamentally change for the traditional retail industry's inherent mode. Therefore, the spanformation of O2O under the line requires huge cost. At present, the O2O of traditional enterprises is only at the stage of theoretical exploration. In addition, the PC side mainly focuses on promoting sales to win consumers and generate spanactions through promotion, while mobile Internet stage creates traffic through social interaction. Yang Dayun said that more consumer scenarios are taking place in the mobile Internet. If traditional enterprises enter PC directly across the O2O end, it will be more difficult.

Yang said that the way of traditional enterprises to take O2O is the trend of future development. However, the mode of service must be spanferred from selling goods to selling services and attracting customers through new consumption scenarios.