O2O And D2O In Zhang Yixing'S Eyes

This year, double 11, bestseller fashion, with 520 million yuan total sales, has become the only clothing group with two stores and billions of dollars. Its JACK&JONES and ONLY two stores have over 100 million sales on that day.

Next year, the goal of bestseller is 4 billion brands.

The following is the full text of Zhang Yixing interactive:

O2O and D2O

First of all, the whole silk fashion group (China) is directly run in China.

Whether online, offline, or FOL (Factory Outlet) are directly operated by the company.

We have basically exceeded 95% in 2012 and 2013, so there is no difference in channel business.

Therefore, our online and offline products and prices are unified.

Since June 2009, the establishment of the electricity supplier has been implemented.

So we have no problem of "special contribution".

Our supply chain is therefore completely uniform. We use the same delivery time, the same price and the same design as retail.

But before 2013, we had only about half the number of electricity suppliers.

Because the electricity supplier's inventory is a separate budget, it needs to participate in the national order.

In 2013, we invested a lot in investing two times in the studio and radically expanded the storage area. So from 2013 to 2014, all of our styles and stores were synchronized.

This means that every year, there are about 20000 styles selling through all the channels of the electricity supplier through the process of shooting, loading and inventory management of the electricity supplier: Tmall, Jingdong, mobile official website (WeChat mall), official website, Jingdong micro shop, SAA (Sales Associate App), and so on. Therefore, the operation of the TV business of the fashion fashion has a very large volume and very complicated process.

At the same time, it also means that the style of the electricity supplier covers all the colors and sizes of the shop.

This greatly enhanced the product richness of the electricity supplier, and also directly promoted the sales ratio of the full price product.

This is the main reason why we continued to maintain 50%+ growth in 2014 and 2015.

In June 2013, we reached exclusive cooperation with WeChat (Tencent).

We provide product prototypes, Tencent e-commerce development and operation of "micro shopping", one after another 5 brands on-line.

This is our mobile provider.

A start.

It's just Offline to Online to Offline -- offline to online and offline.

This scenario first solves the problem of lack of color codes in ground stores, especially in the discount season.

In this process, the electricity supplier and the stock on the ground, through ERP/POS's connection, realized the pparency of global inventory, and this part of sales reached 240 million in 2014 alone.

I once summed up this pattern as D2O:Discovery to Ordering - found to order.

Or "mobile favorites", to guide consumers who are hesitant, lack of color and break codes, may lose their digital products, and then place orders.

This is a huge sales opportunity for retail sales.

At the same time, we are directly binding through WeChat.

And shopping guide can guide sales to calculate sales performance, and successfully solve the problem of performance and incentive.

After the end of the double eleven in 2013, I was thinking about the problem from online to offline.

On the draft paper, I wrote the main functions and levels of OMS (Order Management System), and sent an electronic copy to my boss, the founder, managing partner, major shareholder and CEO Dan Friis of the fashion group (China).

So happily decided to open the whole channel OMS major IT project.

In April 2014, we tested 500 stores in June, with more than 100 brands.

In June 25, 2014, (625) the fashion and fashion group's spring and summer discount season, we have been able to use O2O delivery.

At that time, I remember that the first full day sales of online channels will be better than 1 hundred million.

The stores have already supported a considerable portion of the shipment.

Of course, June 26, 2014 is the first day of the discount season for all the ground stores of our company, which is equivalent to 24 hours earlier than the next line.

Of course, 625 is also a time of great promotion with Tmall in the end of the year, so it also makes use of the huge flow of Tmall platform.

Here we are

More can only take advantage of its own traffic, more difficult, because there is no big activity Tmall big flow can be coordinated support.

With all the traffic, more than 2000 ground stores have been able to deliver around 100 million yuan.

By 2015, we had more than 4000 stores in conjunction with the delivery.

In the spring and summer discounted season, we expect the first day to pass 200 million. But due to the problem of Tmall planning, we only regret that Tmall finished only 120 million (second days' big day and about 20000000) on the 618 day.

In December 16, 2015, on the first day of the autumn and winter discount season, our Ali platform generated 240 million sales.

It has finally surpassed and surpassed my own psychological expectations.

In the second quarter of the discount season, it also made 56 million, exceeding the performance of the Ali platform, and achieved a total success of over 300 million yuan in 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 +).

This year's double eleven our Ali platform is 527 million.

From the daily sales, we take the priority of retail stores, the nearest delivery strategy, shipping accounted for more than 30%.

By the big push, our sales share can be increased to 40%~50%.

In 2014, there were more than 500 thousand orders for surface store shipments. This year the figure will increase to nearly 10 times.

Just past the week before the discount season, our ground store issued more than 400 thousand orders.

Efficiency is amazing.

This is the general development of the whole O2O from June 2013 to the present.