Mark Ed Faye: From The Offline To Online Penetration Of New Retail "Three Steps"

Zuo Jingdong, general manager of Mark Ed Faye, said: "based on the new technological environment, the new financial environment and the new intelligent manufacturing environment, people, goods and markets in the retail industry have changed.

The whole play has changed. "

Therefore, clothing enterprises must adapt themselves to the new retail game so as to win a better future.

According to Ali's data, since October 2016, Mark Ed Faye has trained all the stores that have participated in the whole channel delivery, and the store clerks of all stores have installed the customer side of the thousand cattle store, and have completed the O2O pformation.

Zuo Jingdong believes that offline retail "new retail" pformation needs three steps: O2O, smart stores and big data.

Now Mark Ed Faye's new retail plan has been pushed to second steps.

It is a Chinese original design fashion brand created by Mark Cheung, an international design master, founded in 2001.

Mark Ed Faye has extended the development of five different styles and different positioning product brands. Each brand has more than 1500 stores in the one or two and three line cities of China, and has formed a complete channel system covering self owned stores, distributors and online flagship stores.

Data show that only in 2015, "double 11" one day, Mark Ed Faye created 10 minutes 30 million yuan, 50 minutes 80 million yuan, 2 hours 50 minutes over a hundred million yuan, the whole day reached a sales record of 190 million yuan; by 2016, "double 11", Mark Ed Faye once again broke through the self, to achieve a brand new sales record of 230 million yuan.

The breakthrough from offline to online brings not only the increase of sales revenue, but also the all-round upgrading of the enterprise operation mode to mark Hua Fei.

Ali Research Institute's latest report believes that Mark Ed Faye through the enterprise top-down layout of the whole channel, not only let consumers in

You can buy the same store under the Mark Ed Faye brand line, and you can enjoy the convenience of the store's near delivery. The average delivery efficiency can be increased to less than 5 hours. Meanwhile, when consumers shop online shop for the lack of color and break code, the on-site scanning of two-dimensional code can enter Tmall Mark Ed Faye flagship store, achieve the order of stores, online delivery, and enjoy online marketing activities synchronously, thereby greatly reducing the attrition rate of consumers.

Zuo Jingdong said, as a breakthrough from the line to the enterprise, "we are not a blank sheet of paper, we already have many channel structure, so we can only put O2O, smart stores, big data and so on on the basis of the original, so as to finally achieve new retail.

Zuo Jingdong believes that the new retail is a very broad concept, refers to the entire retail industry, because of changes in technology, business environment and so on, so the whole game has changed; O2O is a relatively detailed concept, is a subset of new retail, is the first step to achieve new retail; the traditional retail store's new retail pformation, after the realization of O2O, there are two big steps of smart stores and big data.

Zuo Jingdong introduced that in the practice of Mark Ed Faye, the new retail pformation of offline stores is actually divided into three steps: the first step is to achieve O2O; only when O2O is realized, can the order be entered in the periphery; the second part is to realize the intellectualization of the store, that is, to enhance the user experience of the store itself; the third step is to make big data, and use big data to analyze and pform all aspects of the operation of the enterprise.

"Why do we want to do O2O? Because O2O brings us more orders, more customers and more goods.

Why do we want to be a smart store? Because we need to enhance the consumer experience in the store.

For example, consumers should try clothes on at the store. When users are in front of the physical mirror, the large screen we will configure will be able to sense, and the relevant data will also be displayed on the big screen, which will bring about a higher conversion rate.

Even in the ten thousand step, even if it can not bring about pformation, smart stores can also enhance user perception.

In addition, with the big screen, the past salesmen persuaded the consumers to be equivalent to the speeches, and now they are at least more convincing to watch the PPT speech.

Why do we need to make big data, because we do not know how many people try to wear in the shop, do not know the fitting rate of clothes, do not know the needs of consumers, and so on. In the future, through big data analysis, we can improve a lot of things.

Zuo Jingdong said.

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