Chinese Shoes And Clothing Enterprises Try O2O Mode Or Bring New Opportunities.

"Take a special promotional clothing on a brand's official website and try it out at the store after work, find a suitable number and enjoy the replacement service."

"Tired of shopping at the weekend, ordering a cup of coffee with your cell phone and paying for it. When you arrive at the coffee shop, you can see that the cup of coffee you have set is ready."

This is not imagination, but the life we can reach at hand. With the emergence of the O2O mode of "online trading and offline picking", the original virtual network spanactions are becoming solid, giving traditional shoes and clothing. enterprise E-commerce brings new opportunities.

Network spanactions towards materialization

The "O2O" mode is not a new concept. In 2006, Wal-Mart Store Inc put forward the B2C strategy of Site To Store, which is the prototype of O2O mode. Through B2C to complete the collection of orders and online payment, customers can pick up goods from more than 4000 chain stores, greatly reduce operation, logistics costs and POS credit card queuing time, and enhance intra store related sales.

"The core of the O2O model is very simple, that is, to bring online consumers to the real stores, pay online customers, and then extract goods and enjoy services on line." Wang Jianyuan, general manager of PEAK e-commerce department, said that the O2O mode is a business mode that integrates online virtual economy and offline store operation.

It is understood that many enterprises in the country are beginning to adopt this kind of business. Pattern 。 In March 1st, Tmall (formerly Taobao mall) announced the launch of Tmall's love story outside the city. It is understood that Tmall's online display and offline experience O2O mode is designed to cater for online consumers' demand for furniture, building materials and other products, such as "seeing for real", "personal contact" and so on. Through online shopping, offline experience and seamless delivery and integration of one-stop delivery service, it offers consumers a shopping experience of price concession, order convenience and service.

Solving the dilemma of shoe and clothing industry

The "O2O" model is not only a business enterprise, but also a traditional shoe and clothing enterprise. After the rapid growth of some "Amoy brands" relying on e-commerce, traditional shoes and clothing enterprises also "touch the net". However, under the traditional mode of B2C and C2C, the brand of shoes and clothing, which is used to "ground warfare", is not on the line, but it is not a record of success.

"For traditional shoes and clothing enterprises, the O2O mode is one of the ways to solve the conflict between offline stores and online e-commerce channels. In addition, from the perspective of another market, online and offline integration, traditional shoes and clothing enterprises can take advantage of their own physical store advantages to increase consumer shopping experience, which is a direct blow to the pure online brand. Wang Jianyuan said.

Seven wolves with more than 3000 offline shops, the online retail revenue in 2011 is expected to exceed 200 million yuan. At the moment, seven wolves are working to create a "commodity trading platform" for dealers under the broad line.

Through this platform, the offline agents can issue redundant goods. When the inventory information of offline dealers is released to the Internet, it helps the offline dealers to get through the commodity trading platform. In addition, the seven wolves will soon establish the "CRM brand ecological system" - mainly completing the online database membership.

The ultimate goal of the seven wolves is to achieve "O2O" online and offline linkage. Physical shops and online stores complement each other and extend the richness of physical stores with the Internet. Because integrals are interworking, it ensures the convenience and rights of offline offline, and further improves user experience. Online membership privileges can also be implemented online, enabling customers to enjoy the same services both offline and offline.

Online and offline integration is the key.

Before the seven wolves, the shoe and clothing enterprise has already had a successful precedent to test the water "O2O". In the year when the name of the pregnant brand of the subway advertising brand is October Ma, the electricity business has reached the scale of ten million yuan monthly sales. In order to better develop the business of electronic commerce, since October 2011, October Mommy began to test the O2O mode of "online trading and offline picking". When online sale activities, the original price of 1500 yuan of maternity dress can be taken directly from the price of 400 to 500 yuan, and customers can also directly experience the online shopping of pregnant women in the new store.

The advantage of O2O mode is to satisfy consumers' consumption. Psychology Because nearby consumption makes people feel secure. Industry experts say, "however, this mode requires enterprises to have enough resources under the line, and can cover a wide range of areas, so that consumers can achieve near consumption and enjoy perfect after-sale services. Generally speaking, the brand of shoes and clothing, such as Anta and XTEP, which has more offline stores, has advantages over the O2O mode.

"For O2O mode, the integration of online and offline resources is the key, which requires strong information system support, and is likely to result in a dramatic increase in the cost of information management, which can be called the terminal order system." Wang Jianyuan said, "the innovation of models also contains certain risks. Enterprises should consider the costs and benefits comprehensively."