Transformation O2O Business Model, Crisis Enterprise's Self Rescue Medicine?

Many retailers of clothing and footwear have chosen to lay out O2O, but this model may not become a panacea for the decline of performance.

A few days ago, the reporter counted nearly 20 enterprises of clothing and footwear, and 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 eyes of the industry,

In order to cater for the trend of Internet development, there is hardly any successful pformation of O2O.

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, including online Tmall and Jingdong.

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In fact, BELLE, Saturday, Daphne and other women's shoe brands have incorporated O2O into one of the strategic directions.

In addition, men's brands such as wedding birds, YOUNGOR, seven wolves, women's wear brand La Natsu Bell, and so on, almost all local shoes and clothing brands have joined the O2O pformation 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 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 O2O's US apparel has been pformed 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 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, the O2O of traditional enterprises is only at the stage of theoretical exploration.

In addition, the PC side focuses on promoting consumers through the promotion, and generating pactions.

In the second stage, traffic is created through social interaction. Yang Dayun said that more consumption scenarios are taking place in the mobile Internet. If the traditional enterprises enter O2O directly across the PC end stage, 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.