There Are A Number Of Reasons Why O2O'S Performance Is High.

In recent years, a gust of wind from O2O has blows from the US industry to the fresh and the fashion area.

Follow the wind has no trace, but the borrower has been soaring up and sitting on the spire of O2O.

Silk fashion is a flag raised on the draught, so that the follower can look up to him.

A few days ago, Zhang Yi Xing, the general manager of the electrical group of the group, acted as an "electricity supplier for an hour" to interact with netizens and thoroughly interpreted the operation mode of O2O.

Store shipping performance review:

In April 2014, some stores launched the test. In June, 500 stores were launched to participate in the shipment, more than 100 for each brand, and 100 million yuan for the full channel sales in the first day of June 25th, with more than 500 thousand orders per year.

2014 autumn and winter discount season, the use of its own flow, more than 2000 stores to cooperate with the delivery, sales reached 100 million yuan or so;

On the first day of the autumn and winter 2015 discount season, the brand of the bestseller produced 240 million sales in Ali platform, 56 million in second days, and two yuan in total in the two days.

"We have always thought that the discount season (about 10 days) can go to a similar scale of the brand eleven (400 million +), and this year's double eleven, our Ali platform is 527 million."

Zhang Yixing added.

It is understood that the core development of the group on O2O this year is to cooperate with the rookie and Jingdong to achieve the projects of "day to day" and "intelligent return".

According to Zhang Yixing, the business department of the group has started since 2009, and the supply chain under the line is completely unified. The same delivery time, price and style have not been allocated.

This is mainly due to the whole group

The proportion of direct battalion exceeds 95%.

The common problem with other brands is that in the first few years of development, the brand of the brand is not enough. Before 2013, the number of online styles was only half that of the line.

Aiming at this problem, we have invested two rounds of large investment in storage studio in China, accelerating the expansion of warehouse area, synchronizing all the styles on the line with the shop floor, and letting the inventory of online products cover the color and size of all the products of the shop.

It is understood that through this improvement, after 2013, in the whole channel, the bestseller group can have more than 20 thousand new styles every year, and the sales ratio of the full price products will be increased.

Zhang Yixing said the bestseller group

The real start was from the exclusive cooperation with WeChat in June 2013.

Through the "micro shopping" channel developed by WeChat, the brand's Offline to Online to Offline can be realized, that is, from offline to online, and then offline.

It is reported that the operation mode of this scenario is first of all, based on online and offline inventory, to achieve global inventory pparency.

Secondly, when the ground shop is short of color and broken code, the user will be guided into the WeChat channel, and through the online purchase, the store will be brought to the next store to pick up the goods.

"I summed up this pattern for a while.

That is to say, Discovery to Ordering - found to order, or mobile favorites, to guide consumers who are hesitant, lack of color and break code may lose, let this part of users collect digital products, then order.

This saved a huge sales opportunity for stores.

At the same time, we are directly binding consumers and shopping guides through WeChat, so that shopping guides can calculate sales performance and successfully solve the problem of performance and incentive.

Zhang Yixing said.

In addition, Zhang Yixing revealed that this mode in 2014 brought 240 million yuan sales to the group.

It is reported that in 2014, the group launched an important OMS IT project in the country, and integrated shipments through O2O channels.

As a clothing company with many brands, the bestseller group has obvious advantages in shipping through O2O.

Zhang Yixing explained to reporters that there were more than 4000 stores to cooperate with shipments this year after testing stores in April 2014.

Especially in the big promotion day, the use of priority stores can increase sales to 40% to 50%.