Service Enterprises Try Water O2O Mode &Nbsp; Break The Traditional Brand Touches "Curse".

With the Amoy brand and some medium and small clothes

What is interesting is that the clothing brand that has often played the "ground war" is not on the line, but it is not equal to the record. It is the "uneven position" of the online and offline businesses. The first brand of the first pregnancy brand is on the line for a year, and the electricity business has achieved a turnover of tens of millions of dollars in monthly sales.

At the beginning of April this year, when Sequoia Capital Invested in October mom, it did not include the electricity supplier's valuation. Now it feels like picking up a wallet.

"Fish" and "bear's paw" must not have both?

On the one hand, there are huge resources under the line. On the other hand, they are dismal online sales and invisible funds.

According to the analysis of the industry, some famous traditional enterprises have invested heavily in the business of electronic commerce, but they are very rare. They can not match their online status. This is one of the reasons leading to their "delisting".

There are still some traditional enterprises that are struggling to sustain themselves. Although they have made brilliant achievements online, they are earning huge profits from the loss line.

Some traditional enterprises once the network sales up, will directly affect the sales of stores, causing agents complain incessantly.

How to improve the survival rate in traditional industries is a dilemma between fish and bear's paw.

The same is the case of traditional clothing enterprises, but the situation of October mom is just the opposite. In the first month, the electricity business is only 28 thousand yuan sales, and the monthly growth is 100%. In September this year, the monthly sales volume was over 5 million yuan.

Embarrassment of "uneven" when crossing the line

Compared with the professional electricity supplier, like many traditional businesses do not dare to burn the money, the traffic of most of the shops is still from the ground brand power.

Nowadays, "traffic" has become a resource. Whoever wins the traffic can become the winner of the electricity supplier, and the traffic needs to be paid for. All kinds of marketing tools such as "through-train" in Taobao are all leading the flow to the online shops. Of course, the key words advertising on the expensive search engines, several large professional electricity supplier keyword advertising basically reaches the monthly $45 million, which in fact determines that the electricity supplier is hard to make money, and most of the electricity suppliers are losing money in making money.

There is little advertising on the Internet, but the brand power from the ground promotes online traffic.

In the face of the overwhelming new business subway, there are frequent faces of October Mommy. Unlike those with a lot of money thrown into the ads, she is holding her own money in the subway advertisement.

As early as 2007, October Mommy began to focus on subway advertising, so when the electricity suppliers were in the rush hour, October mom had already become famous in the subway.

This has enabled many electricity suppliers to evacuate the subway advertisements during the year-end electricity supplier winter, but October 10 is still among them. Persistent and restrained brand launch has made October Mommy one of the fastest growing brands in recent years, making it profitable for the business of e-commerce.

In the October statistics, sales of October mom increased by 90% over the same period, of which 40% came from offline and 50% came from online.

Taking stock of the achievements of the whole year, the growth rate of October mom is 100%, and the electricity business has become a new growth point.

In this year's Taobao annual "double eleven", the first time to participate in the "double eleven" big promotion of October mom's record: the share of pregnant women's products (including pregnancy, confinement and other pregnant women's products) is 98% of the market share, which is completely monopolized in pregnancy.

In the ranking of maternal and child products, the top two are children's wear, and the third is the October mom's flagship store, with a turnover of nearly ten million.

After a period of exploration, Zhao Pu, chairman of October October, said that they had initially understood the "network survival principle" and formed a set of strategic thinking on the development of online and offline industries.

Zhao Pu analysis said that the reason why October Mommy can develop online and offline is different from the business models of most traditional enterprises.

"We have five hundred or six hundred stores, but franchisees only account for 30% of our total sales, and our headquarters control is very strong."

In view of the great impact of traditional enterprises on the electricity supplier, Zhao Pu said that the product that was taken by the company was completely different from that of the production line, and the design team of the production team was also separated. Besides, the online sales were all functional clothing.

New model of trial water O2O

In order to better develop the business of electronic commerce, from October this year, October Mommy began to test the "O2O" (on-line to off-line) online and offline combined marketing mode.

For example, when online sale, the original price of 1500 yuan of maternity dress can be taken directly with the price of 400-500 yuan, customers can also directly to the new store to experience online shopping of maternity dress, enjoy the super value shopping experience.

"In the future, we will strengthen this network customer line experience mode."

According to Zhao Pu, they are preparing a brand to integrate the brand names of pregnant women, such as month meal, pregnant woman photo and postpartum weight loss.

This is just like a small boat being boarded by an aircraft carrier to form a big industry of mother and infant.

In the experience shop, pregnant mothers can print coupons for all kinds of maternity services, play App games for future children, and learn about the latest maternity dress styles.

Zhao Pu analysis said that now many pregnant women related businesses do not have stores, and their own strength is also difficult to make bigger and stronger, but if we build a platform to integrate together, then we can "flourish and flourish."

However, Zhao Pu said that for the time being, the O2O mode is a new model that has just started this year. In the future, they will still follow the three in one mode of "traditional store + business +O2O" mode, and develop their target customers through multiple channels.

The reporter learned that, as the big mother of the pregnant women's clothing industry, it has 20% market share now. According to the 50% market share of the first brand in Europe and the United States, the target of the future market is 50%. Perhaps this will depend on the organic integration of the "traditional store + +0to0" model three.