Look At The New Characteristics Of The Online Shopping Market From The Perspective Of Naked Buying Habits

< p > e-commerce has created a new era.

With the explosive growth of online shopping, this new channel has become very important for clothing category.

How can garment enterprises prevent "being washed away" through the O2O mode of the electricity supplier under the influence of "pay raise tide" and further enhance the comprehensive competitiveness of enterprises? Today, journalists are sharing some opinions on the development of O2O mode for the confused garment enterprises under the influence of "pay raise".

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< p > < strong > the necessity of pformation of garment enterprises < a href= > http://www.91se91.com/news/index_c.asp > O2O < /a > /strong > /p >

< p > reporter: in the past two years, the hottest keywords in the clothing industry is undoubtedly the "entity + network" O2O mode (Online To Offline) under the "offline experience online purchase". The O2O mode has brought new opportunities for the traditional clothing brands to expand new channels, merge online and offline links, and turn the sales downturn under the line.

In 2013, "double eleven" was a successful year of the traditional clothing brand collective campaign. The top ten sales amount were almost captured by offline brands.

The ultimate competition on the line will be the competition of offline brand entities.

Most of China's brand clothing enterprises rely on the rapid development of franchising mode to enter the online competition stage, and the huge loose affiliate system has become an obstacle. Franchisees believe that the growth of online sales is based on the share of the snatch line, so they are strongly opposed.

The O2O mode can bring online customers back to the bottom line, enabling online and offline integration to facilitate each other. Therefore, reporters (think that the future brand and franchisee jointly create O2O closed loop is an inevitable trend.

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< p > a lot of traditional clothing enterprises may ask reporters why small enterprises need to do O2O. To put it this way! Under the impact of the mobile Internet and the popularization of electricity providers, the biggest advantage of online shopping is the price, but the after-sale services such as experience, replacement and so on are not satisfactory. It is not limited to the experience of the consumer and clothing category, and it is not limited to the single experience under the line. It also makes up for online shopping. It can be a better choice only by visual perception of O2O shopping. This combination of experience and consumption will also gradually blurred the line between offline life and online consumption.

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< p > < strong > clothing enterprise "Online + offline double drive" O2O mode < /strong > /p >

< p > think: mobile APP < a href= "http://www.91se91.com/news/index_c.asp" > Terminal shopping < /a > is a new trend. It not only provides new ideas and channels for electric business enterprises but also for offline clothing brands to develop e-commerce.

In addition to using Tmall, Jingdong and other traditional B2C e-commerce platform to expand online sales channels, garment enterprises should gradually turn to build O2O with self-built platform.

The construction of mobile mall APP is pformed from the traditional clothing brand clothing retail companies (SPA) to the retail companies based on Internet sales, and gradually improves the overall layout of O2O. On the two platforms of WeChat and App, all products can be sold synchronously with the offline; the "online offline integration" shopping mode is a breakthrough attempt in the field of apparel retail O2O.

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< p > at present, Chinese traditional garment enterprises < a href= "http://www.91se91.com/news/index_c.asp" > O2O mode < /a > is in the exploratory stage. Many clothing brands have "congenital short board" in the implementation of O2O strategy, and the development of garment industry O2O must have enough consumers' contact points.

The two is to have enough mature supply chain management system.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > clothing enterprise < /a > pformation "O2O mode" mentality < /strong > /p >

Reporter P interviewed many famous traditional textile and garment enterprises, and found that many textile and garment enterprises believe that e-commerce is the future. The traditional channel is now. We must seize the present and look forward to the future.

But statistics show that in 2013, the scale of e-commerce pactions in China reached 9 trillion and 900 billion yuan, of which the total size of clothing online shopping has exceeded 400 billion yuan, and the proportion of online shopping clothing sales to total clothing sales increased from 1.8% in 2008 to around 23% in 2013.

Double 11 tells the vast majority of garment enterprises, e-commerce is now and also the future.

If there is no strategic pformation of e-commerce, textile or clothing enterprises will not only see the bright future but also fail to achieve today's results.

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< p > reporter concluded: the pformation of an enterprise is not only reflected in its name, strategy and execution, but also more importantly, "no sunset industry, only enterprises that do not know how to change".

"Under the tide of the Internet, the traditional clothing enterprise culture can not be static and self consistent. All the pformation of enterprises must eventually solidify into a team culture, because only cultural pformation is the true meaning of spiritual heritage."

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