How Can Traditional Industries Correctly Interpret And Correctly Pform O2O Business Models?

In recent years, the traditional clothing retailing industry has been gradually dismal under the impact of the electricity supplier and brand, and even frequent "closed shop tide", especially the development of mobile Internet. In the early days of the rise of Taobao, a group of clothing business enterprises began to gradually develop Taobao stores into micro stores under the tide of Internet. They even developed their own B2C mall directly, or adopted a self operated mode, and had a close contact with the Internet. The rise of O2O gradually changed.

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Force O2O with the help of mobile Internet

With the development of the Internet and the popularity of smart phones, the consumption habits of consumers in mobile terminals have been gradually mature. Data show that in last year's (2014) double eleven activities, mobile terminal sales accounted for 42.8% of the total sales, which was 20.4% higher than that in 13 years. Imagine that it would be an excellent shopping experience to play the mobile phone on the bed without moving the computer and moving the fingers into the shopping cart. This is also a great opportunity for the apparel retailing industry to turn over.

The practice is usually to drain the online and offline customers, increase the number of consumers and the frequency of online shopping. There are many modes. For example, the Jingdong has joined hands with the four famous clothing companies, such as group, La Natsu Bell, XTEP and Lining, so that their online consumers can choose to distribute or pick up goods near the store. Consumers can also try out the next line stores, scan the two-dimensional code online, and then distribute services by Jingdong.

Clothing O2O, with the help of the mobile Internet, is a common way of playing micro business city, micro official network and APP, and the micro business city is now widely used in traditional clothing retail enterprises. The model is through the WeChat public number to carry out marketing services, such as the singer, the form of "1 pairs 1", to provide the consumer image consultant, to realize the "private customization" and cultivate the trust degree of both sides; the micro official net is to make the cloud as an example, the consumer only needs to install the shortcut on the mobile phone and can enter the WeChat and two-dimensional code under the WiFi environment.

Micro official website for browsing and shopping, customer health examination is better; at present, many brands on the market have their own official APP, such as ZARA, H&M, UNIQLO Ho I.T, consumers can search the nearby shops and discount activities at any time and anywhere, and the styles in the APP can be tried and bought directly near the store to achieve mutual diversion under the line.

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How to run clothing O2O?

On the one hand, garment enterprises need to open up the ERP system under the online and offline system, and connect the offline ERP system with the online platform. The enterprise can manage on line, such as sales data, production quantity and so on, and consumers can synchronously check consumer goods, amount and points.

In addition, enterprises can promote consumer spending by issuing coupons, red packets and cash coupons, or by selling and snapping up VIP members, launching the first single reduction and exemption of new customers' mobile phones, etc., and can also publicize in stores. Online shopping points can be exchanged and enjoyed preferential treatment under the line, and special specialized exchange areas are opened.

Reconstructing the value chain and realizing the ideal mode of O2O

For most of the traditional clothing enterprises, at present, they are still at the level of marketing clothing O2O, and want to attract consumers, simple service or price concessions can not achieve their goals completely. No matter how the times change, how the pattern changes, consumers still want to have a good quality and inexpensive experience, and most of them need to have the courage to destroy the existing value chain and reconstruct them.

Online and offline sale of the same price, create a good experience: for customers, whether online or offline, the channel is not important, the most important thing is to buy goods online, the price will not be higher than the line, the quality will not be worse than the line, and the goods bought online, speed to the goods, and the quality and price should be consistent with the physical store, then the best way is to take the online and offline parity sales strategy, in essence, to enhance the shopping experience for consumers.

Transforming supply chain and improving service efficiency: as online and offline, the end goal is not to increase sales channels, but to work together to minimize waste of resources. The inventory period of UNIQLO is 83.72 days. It mainly assigns production volume and adjusts marketing plan through real-time monitoring and analysis of sales data, and the inventory is basically zero. Therefore, only when ERP is opened online and offline can the information path be maximally shortened, and the efficiency and quality can be improved.

"At present, the traditional clothing retailing industry is showing a stagnant phenomenon. Transformation is the general trend. If we want to do well, we must simultaneously control the price, quality, marketing and supply chain four key points".

Period is also a shuffle period. Only those who attach importance to product image and service, and at the critical moment, have the determination to break the boat, and perhaps survive in the tide.