Traditional Shoe Companies Begin To Test The New Mode Of "O2O" E-Commerce.

With the traditional footwear industry in 2011

To "linkage" as the goal, "online and offline two pronged" and the success of the case began, the traditional shoe companies began to test the water "O2O" new e-commerce mode, and therefore O2O has become the search shoes enterprises keyword "inventory", "Olympic marketing" after another hot word.

Experts speculated that online and offline integration is the trend of the times, and the O2O mode will lead.

New trend of development.

O2O marketing mode is not an innovative concept. This mode abroad has been relatively mature. Earlier, WAL-MART adopted this mode, so that consumers can pay online, WAL-MART can deliver goods from the nearest shops, and the domestic Mcglaughlin is also an early practice of "O2O" model.

Although Mcglaughlin "specialize" e-commerce, but in many cities will set up a physical store, and the role of the physical store is to let consumers look at the style, and try it on, and then according to their size to buy online to complete the payment.

According to China Venture's group data, from the end of 2010 to the end of 2011, there were 64 "O2O" enterprises in the electricity supplier industry, which attracted the favor of venture capital, and attracted 7 billion yuan with insanity.

It can be seen that the development trend of "O2O" can be seen.

As a daily necessities, shoes and garments are characterized by fast consumption and wide range.

It is difficult to achieve the "personal experience" of consumers. O2O's mode can solve these problems to a certain extent, but it also tests the offline capabilities of enterprises. Perhaps such a mode may become a new force for the shoe and clothing enterprises to compete in the e-commerce market in the future.

O2O (Online2Offline) is from online to offline. The core of this mode is to bring online consumers to the real physical stores, then pay online payment of goods and services under the purchase line, then enjoy services on line, and enhance online and offline interaction.

O2O advantage

In the majority of traditional shoes brand testing the field of electronic commerce, try to open the new situation by opening the official website, official flagship store or other forms, but often to the online, not the record is mediocre, that is, online and offline sales conflict, can not achieve the desired effect.

O2O mode is one of the ways to solve the conflict between offline stores and online e-commerce channels.

Using the advantage of physical stores and enhancing the shopping experience of consumers, the development mode of traditional brands is undoubtedly not a huge and direct blow to pure online brands.

In addition, the online and offline linkage will produce great resultant force, not only solve the problem of plaguing the whole shoe industry big inventory, but also for each paction can be done conveniently and timely tracking, and thus greatly improve product development accuracy and marketability.

Compared with the traditional e-commerce, the biggest advantage of O2O mode is that there is no logistics distribution and commodity quality. The biggest challenge comes from the recognition level of consumers to offline service entities.

There are many uncertainties in the service industry. Therefore, how to ensure the consistency between online description and offline services will be the most important factor affecting the rapid development of O2O, namely OnlineToOffline and O2O Tips payments.

Relying on lots of shops, greatly reducing the rental of G, reducing the entities under the line to gold consumption more quickly; F, to the new products, new stores of the way; reasonable arrangement of business, saving e, through online effective booking, and so on, to better understand user psychology; D, through communication with users, enhance the maintenance and marketing efficiency of old customers, C, master user data, and deal with large traceability; B, promotion effect can be found, every shop consumption, display opportunities, attract more new customers to a, get more publicity, O2O to shoe companies what role?

Line payment, the purchase of goods and services under the line, the Department sent to the user's hands, and O2O is in the goods will be stuffed into the box through the logistics of public B2C, C2C is online payment, the purchase of O2O and B2C, C2C difference is that the service, and then line to enjoy the service.

The line pays the selling line of the goods and kimono under the purchase line - the consumer in the user, thus bringing them to the reality, selling the news to the Internet for information and services, and so on, to put the fate of the factors.

For traditional shoes and clothing enterprises, the premise of using O2O mode is to integrate online and offline fully, not only with price advantages, but also with service advantages.

Only by having a complete set of service concepts can the consumers be more daring to be interested in the O2O mode.

In addition, the O2O mode has the advantage of satisfying consultant sales in three aspects: brand marketing, advertising marketing and experiential marketing.

The first thing to achieve is "brand e-commerce", and use O2O to strengthen the brand on the Internet so as to drive offline sales.

Second, because O2O promotion can achieve accurate feedback effect, compared with the general aimless advertising, it has strong attraction for businesses.

For O2O, it is easy to judge whether the online promotion is good or bad.

From a businessman's point of view, joining O2O is equivalent to targeted advertising promotion.

In particular, the promotion effect of new products is remarkable.

Finally, the O2O online service itself can provide a good user experience through information.

O2O changes industry rules

However, every new business model is born, which means that the rules of the industry may change, so is O2O.

For the shoe market, the changes brought by O2O will be reflected in several aspects: for some of the final consumers, the original habit of buying footwear products may be subverted, which means that there is no need to spend more time and effort in selecting goods on the spot, nor do they need to buy the same shopping risk as traditional online shopping.

For footwear enterprises, the change of O2O may be reflected in all aspects of marketing and management. The establishment of management process and management system is the first problem to be solved.

Compared with traditional channels, O2O mode is more dependent on professional information management and information system. Product information display and online pactions rely on information system support, but quality, after sale, replacement and so on, and disputes arising from it are huge challenges. It requires a very rigorous credit evaluation system and rules to restrict, and how to match various resources is also a key point that can not be ignored.

The reason why many enterprises fail in the field of electronic business is that they can not adapt to this.

Under the mode of O2O operation, the requirements for warehousing and logistics distribution will be greatly improved, and it is bound to deepen the relationship between footwear industry and professional warehousing and logistics industry.

Compared with traditional channels, O2O will bring more valuable data and information to enterprises. However, the opposite is that enterprises must establish various management indicators and dimensions specifically for O2O, otherwise they will not be able to organize and utilize information and data effectively.

Short board is inevitable.

In the current electronic commerce market, the C2C mode is gradually declining, and the B2C market is gradually saturated. The "O2O" mode has become a "blue ocean", especially the impact on the footwear industry. No matter from the scope or the depth, it may be huge, but opportunities and challenges are always following the shadow. In the huge development space, O2O also has its short board which can not be ignored.

O2O mode, as a product of combining traditional business with the Internet, solves the problem of "high inventory" in shoe enterprises, and also solves the problem of e-business in traditional shoes industry.

But the O2O mode is not a simple internet mode. The implementation of this mode is a great challenge to the offline capability of enterprises.

It can be said that the ability of the line to a large extent determines whether the pattern can be successful. And the success factor of the seven wolves' water trial O2O is that it owns more than 3000 shops under the line, and attracts the consumers' eyeballs with the well-known brand identity of the public. Therefore, the success of the seven wolves can not be separated from their own advantages.

If the traditional shoe companies want to set foot on the O2O Road, they will have to consider their own advantages, otherwise they will be trapped in the mire.

The greater advantage of O2O mode is to play the role of data and grasp consumer psychology in depth.

An insuperable defect of physical store pactions is that it is difficult to collect and analyze consumers' data.

O2O mode, because consumers are required to pay online, payment information has become a valuable resource for enterprises to dig out personalized information of consumers.

Mastering consumer data can greatly enhance the maintenance and marketing effect of old customers.

While analyzing online data, we can find clues for new customers, anticipate and even control the flow of passengers under the control line.

If there is no traffic on the line, the line will probably not produce productivity.

As an e-commerce mode, O2O first has to deal with traffic problems.

Traffic is directly proportional to sales volume in e-commerce, and traffic is brand driven. Let consumers remember brand, which is likely to let enterprises fall into the "burn money" mode. Therefore, avoiding the problem of high cost of brand promotion in e-commerce industry is the key to integrate resources on line and online.

Without systematic information support, it is very likely that the cost of information management in traditional shoe enterprises will increase dramatically, and this will backfire.

How to attract consumers to go to the physical store to experience consumer services or try on products, which puts forward higher requirements for offline services.

Whether these rapidly rising brands can control the stable service system has become a big problem.

Most O2O mode enterprises can not grasp the quality of service under the line, only a third party intermediary, and play a coordinating role in the middle.

In addition, O2O mode can easily lead to online customization of physical goods and consumer preferences are not consistent, then consumers will be in a passive position, then word of mouth and reputation is also very difficult to large-scale development.

For the O2O mode, the main body under the line is mostly the service type enterprise, while the domestic service has various non-standard operations.

Although group buying has already carried out pre education, it is far from stable and perfect service. Therefore, how to guarantee the symmetry of online information and offline business services will become a key node to challenge the real development of O2O mode.

If the O2O mode attracts consumers by price advantage, how to balance the difference between online and offline prices, while ensuring the interests of the two party consumers, or which consumers are more important, can attract the maximum traffic volume.

Therefore, in the future, O2O may not only be a major driving force for the development of the electricity market of the footwear industry, but may also affect other industries such as IT information, manufacturing, logistics, distribution and even advertising media, etc., which will bring about a series of changes and bring more opportunities. But in a word, the quality and price will play the highest and remain the same as consumers' interests and support points, so as to further balance the share of consumers and run across the whole line.

In terms of management, data management is used to change the traditional "wait for the rabbit" marketing way, service first, and do well ground warfare, emotional war, value war, brand war, and accelerate the development of experiential shops to the maximum extent, so as to truly acquire the commercial value of O2O.