Analysis: How Can The Traditional Garment Enterprises Get Twice The Result With Half The Effort?

Since the emergence of the concept of O2O in 2013, a surge of pformation has taken place in all walks of life, especially in the traditional retail industry.

As for the clothing industry, Metersbonwe is the forerunner of O2O, but the road of pformation is not tranquil. After three years, its platform, channel and user have not yet cleared up, and their performance is still poor.

The author thinks that the traditional retailing enterprises like Smith Barney should change their traditional marketing mode genes and rely on themselves to finish the road of O2O.

Since the emergence of the concept of O2O in 2013, a surge of pformation has taken place in all walks of life, especially in the traditional retail industry.

As for the clothing industry, Metersbonwe is the forerunner of O2O, but the road of pformation is not tranquil. After three years, its platform, channel and user have not yet cleared up, and their performance is still poor.

The author thinks that the traditional retailing enterprises like Smith Barney should change their traditional marketing mode genes and rely on themselves to finish the road of O2O.

If cross-border cooperation is possible, it will get twice the result with half the effort.

Recently, Hangzhou Wei Yun Qipao women's clothing and Zhejiang Xiu Wei Technology Co., Ltd. formally reached a cooperation agreement.

For Wei Yun, the biggest challenge of traditional enterprise pformation is how to solve technical problems. While Xiu Wei Technology focuses on garment enterprises O2O pformation for many years, this strong joint effort to jointly build O2O closed loop is bound to cause widespread concern in Hangzhou.

For cheongsam Brand Company to test water O2O, compared to other categories of clothing, no matter in terms of technical requirements or marketing strategy, the difficulty coefficient will naturally be higher, because cheongsam pays more attention to "private custom".

Therefore, some people wonder whether Wei Yun will provide a tailored service to the site. I think everything is possible.

This article is based on Wei Yun.

As a case study, how can the Internet of traditional clothing enterprises get twice the result with half the effort?

"For apparel companies, to really play O2O is not simply to pick up the goods under the single line, but to tailor the solution, which is complementary to the traditional retail channels, and ultimately increases the volume of pactions.

This time we cooperate with Wei Yun, we will combine its original offline channel resources to formulate O2O marketing solutions, "Li Qiaomei, general manager of Xiu Wei technology, said.

O2O self commerce platform architecture

First, get through the online and offline marketing system.

The development of mobile Internet technology has changed people's shopping habits.

According to statistics, the volume of China Mobile shopping in 2014 accounted for 33% of the total online shopping market in China, representing an increase of nearly 19 percentage points over the previous year.

It is estimated that the proportion of mobile terminal pactions will continue to rise in the next few years. In 2016, it will surpass the proportion of PC online shopping pactions and become an important choice for Chinese Internet users to purchase online.

Therefore, the layout of Wei Yun online will inevitably establish its own shopping platform in the mobile terminal, such as WeChat mall or brand APP.

At the same time, the mobile phone clothing store (micro mall /APP) and offline store ERP are seamlessly linked to establish a unified VIP information management system and inventory management system, so that the national store inventory pparency, and truly realize the same line and the same price synchronization sale, so that the mobile terminal will increase the value of the entity sales.

_ueditor_page_break_tag_

Second, "new technology" improves the efficiency of stores.

Having offline shop for consumers to try on the experience is the advantage that the pure electric business can not achieve. However, in order to avoid the tragedy of "free fitting rooms", we should not do the amazing practice of "fitting fees", but should enhance the pleasure of store shopping and improve the quality of service.

As far as I know, in a shop in Hangzhou, a large screen interactive display system for stores in men's clothing stores can not only see the whole category of whole inventory products, but also enhance the efficiency of stores.

Recommend and simulate fitting, interact with customers, complete online and offline payment, and improve shopping efficiency.

In addition, the function of large screen built-in game interaction, coupons and other functions can also extend customer stay time, which is very popular among consumers. As a French cooperation partner, Su Wei Technology General Li said: "with the development of science and technology, the pformation of traditional stores is the inevitable trend of development. A series of products, including store screens and shopping guide APP, are all effective tools to enhance customer experience and create O2O shopping environment.

And we will wait and see how the next store will make use of "new technology" to pform the store.

Third, fans are promoted to outsourcing.

In the mobile Internet era, the benefits of fans are very important.

"In 2014, Lu Han pushed a micro-blog" Hello, darling "overnight, forwarding and commenting on hundreds of thousands of times, and the unknown business platform is also known.

Some experts have said: "in the current business environment, bidding mode and rent mode are difficult to sustain, and fans are the most valuable assets."

So the first cooperation between Xiu Wei Technology and Wei Yun will also develop the fans economy.

In addition to using the advantages of offline stores, attracting fans drainage line to achieve traffic pformation.

Let iron fans become brand outsourcing guides, through the store + mobile terminal friends circle sharing, forwarding and other ways to expand brand influence, achieve zero cost promotion, is also the use of fans resources to maximize profits strategy.

Fourth, finish the "last mile".

Wei Yun brand has always been directly oriented to the public. Therefore, it has a unique advantage in the completion of the "last mile" delivery process, and the speed of logistics improves. Naturally, the service image of the brand in the customer's mind will be deepened. Then the success of O2O will be a step closer.

In summary,

How can Internet get twice the result with half the effort? The author's view is a technical problem that can be outsourced, because to change the traditional gene into the new Internet blood is bound to produce exclusion; secondly, the formulation of O2O marketing solutions must be tailored to the enterprise's own business mode, brand positioning and company size. Only by achieving fair and reasonable distribution of interests and customer satisfaction is the key to the success of O2O pformation.