Can The 020 Model Become The Brand Of Local Shoe And Clothing Brand And Get Out Of The Downturn?

Local shoes and clothing brands have joined O2O clothing shoes enterprises to save themselves.

The overall downturn of the garment industry, many retailers of clothing and footwear are actively looking for a way out for pformation. They almost always focus their attention on the electricity supplier, and regard the Internet as a life-saving straw for the industry.

Shoes and clothing retailers have chosen to layout O2O, but this mode may not become a panacea for inhibiting the decline of performance.

Reporters passed statistics.

Nearly 20 enterprises of footwear discovered 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 view, traditional enterprises are just to cater for the trend of Internet development, and almost no O2O has been successfully pformed.

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

The brand has incorporated O2O into one of the strategic directions.

Besides,

Almost all the local brands of shoes and clothing have joined the O2O pformation force, such as brand friendly birds, YOUNGOR, seven wolves, women's clothing brand La Natsu Bell, and so on.

"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 pformed."

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 pform O2O. In addition, investors will also require enterprises to accelerate their pformation 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 pformation of O2O's US state has begun.

The net loss in the first half of this year was 95 million yuan, 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 pforms 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 pformation of O2O under the line requires huge cost.

At present, traditional enterprises

At the stage of theoretical exploration, it is even more impossible to succeed in pformation.

In addition, the PC side mainly focuses on promoting sales to win consumers and generate pactions 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 pferred from selling goods to selling services and attracting customers through new consumption scenarios.