O2O Comparison Of Traditional Clothing Sales Mode

< p > over the past more than 20 years, the extension of the horse race enclosure has brought more than 20% annual growth rate to the "a href=" http://www.91se91.com/news/index_c.asp "dress" /a "industry, and the terminal strategy of" channel + marketing "can be seen repeatedly.

But it is undeniable that with the market becoming increasingly saturated and the consumption terminal downturn, the former "golden rule" is hard to continue to work. After entering the 2011, the apparel industry has high inventory and frequent stores, almost paying for the extensive development.

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< p > after a round of adjustment, the clothing brand is throwing away the heavy burden, simplifying the huge sales channels, and more importantly, adjusting the past slow order mode. Finally, it saw the dawn of 2013 at the end of the year.

But garment industry commentator Ma Gang told reporters that the domestic economic structure has entered a period of moderate growth, and the garment industry is no exception. In the next few years, enterprises will remain in the stage of profound change and slow growth.

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< p > in addition, the hottest keywords of the clothing industry in 2013 is undoubtedly the "O2O offline experience online shopping" To mode (Online To Offline).

Li Zhenya, a securities analyst, said that in 2013, the total retail sales volume of the whole country was expected to exceed 1 trillion and 800 billion yuan, and the penetration rate of online shopping reached 7.8%.

With the rise of mobile Internet and the trend of mobile terminal shopping, garment enterprises have adjusted their business models to enter the "blue ocean".

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Compared with the embarrassing situation that the order volume frequently slipped 20%~30% in 2013, the performance of the sports brand in 2014 will finally start to pick up P.

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< p > in the first quarter of 2014, Anta Sports Products Limited took the lead in going out of the trough, announcements that the Quarterly Orders grew by high single digit.

In the second quarter, Anta continued to grow, while the Peak Sport Products Co Limited, which had previously announced that the "mode adjustment" would no longer publish the order data, announced that it had gained a high single digit growth in the three quarter. The decline in orders for XTEP International Holdings Limited has also been narrowed for three consecutive quarters.

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< p > it is rather rare that all this is not dependent on the improvement of the terminal environment.

From the data of one hundred key a href= "http://www.91se91.com/news/index_s.asp", retail < /a > retail sales volume and the retail sales volume of 50 key large retail enterprises in the country, the growth rate of clothing category is slowing down or even showing signs of decline from time to time.

In this regard, Ouyang Xin, an analyst with the foresight Industry Research Institute, analyzed this trend. The trend of garment enterprises' orders growth and industry recovery is the result of deep adjustment and breakthrough from the business mode. With the advance of reform, the related benefits will continue to be released.

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< p > but in Ma Gang's view, it is hard for the clothing industry to reproduce the "golden age" by leaps and bounds. The overall environment and the moderate growth of individual enterprises will continue for about 3~5 years. "In this process, enterprises will encounter many bottlenecks."

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< p > Securities analyst Han Jun believes that the current inventory of enterprises is gradually coming to an end. The 2014 spring and summer orders will improve and show that market confidence has been restored. Next year's steady growth in household income will help the retail terminal to pick up.

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< p > Han Jun also said that the O2O mode that can realize interoperability and more efficient online, offline and online will become the main direction for the future development of garment enterprises, and it will also reconstruct the market's expectations for the growth of apparel brand retailers.

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< p > according to the statistics of IBM, as of June this year, the number of mobile Internet users reached 464 million, 13% higher than that of PC users.

In September this year, the figure is nearly 800 million, and the gap between the PC and the Internet is growing. Mobile Internet shopping has become a common practice.

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Under such a big background, P has begun to move to the mobile terminals and try "new ways".

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< p > December 6th, Giordano announced its strategic cooperation with Alipay in mobile payment, public service and membership system. Shopping in Giordano's Southern China stores can be paid through smartphones.

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< p > before that, the United States has announced that it has reclaimed its previously stripped electronic business platform, "state purchase network", and has set up 6 large-scale experience stores nationwide, and has announced the launch of O2O strategy in a high-profile manner.

Zhejiang Semir apparel Limited by Share Ltd also plans to launch O2O business next year.

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< p > the data of the foresight Industry Research Institute show that at present, the number of micro members in the United States has exceeded 600 thousand, and the price per passenger exceeds 70% of the passenger price per ordinary line. The O2O layout has achieved initial success.

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< p > however, Ma Gang said frankly, many domestic clothing brands have "congenital short board" in the implementation of O2O strategy, such as the high proportion of joining, the weak integration of resources under the online and offline resources and the slow response of the supply chain in the IT system. The US side also admits that the O2O mode puts forward higher requirements for the Internet pformation of the enterprise, a href= "http://www.91se91.com/business/", "operation strategy < /a", "Internet management mode", and the pformation of Internet value.

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< p > for this reason, a large number of garment enterprises vigorously increased the proportion of Direct stores in 2013, especially improving the stores and improving the experience, while actively testing the mobile terminal payment methods.

Ouyang Xinzhou said that the O2O strategy of clothing brand is still on the improvement of terminal level, which is closer to the commercial essence of online and offline seamless connection, and deep integration needs to be explored.

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