Metersbonwe'S Five Step In Pition To O2O

The clothing industry is one of the most influential industries in the field of e-commerce. Because of its light decision-making and rigid demand characteristics, the coverage and acceptance of e-commerce in the clothing industry are very high.

Under such an attack, garment enterprises are suffering from pformation.

On the one hand, it is from outside, the market competition is fierce, fast fashion brands win popular support, the inventory of their products is serious, e-commerce websites compete for shares, pformation of O2O is not allowed; on the other hand, it is internal development, lack of talents, management complacency, and distribution of distribution channels are not balanced.

Under such a market environment, most garment enterprises have to subvert themselves and find a way out.

Casual wear represents brand.

At the most scenic time, the market value of the "no ordinary road" clothing business is nearly 40 billion, but its market value is less than ten billion.

In the past three years, the market value has shrunk by about 20000000000, and the main business performance has been declining.

Of course, such a phenomenon is not the case of the US and the United States, but the status quo of the whole service industry.

For apparel companies with a large number of offline stores, O2O is the best fusion and sublimation for them, and the United States is also an active participant in this wave of pformation, like a retail chain like Suning, holding a determination to die.

In this article, the reporter will sort out those things since the pformation of O2O to the United States for reference.

Start the O2O pformation strategy and start the bailout plan

In October 19, 2013, the United States announced that it would implement a comprehensive development strategy for integrating entity stores and Internet businesses, and announced that the "state purchase network", which was stripped of its independent operation two years ago, will be recovered to the listed company system.

This also indicates that the United States will integrate the online and offline businesses and operate with the system.

This is also the first step in the pformation of O2O.

The store is upgraded to an experiential shop, and consumers are the key.

In October 28, 2013, the United States formally announced the launch of the O2O strategy.

Zhou Chengjian, chairman of the US bond company, said that the United States will invest more in the Internet pformation, use big data and cloud computing to lock in and accurately sell consumers. At the same time, it will upgrade the offline store to become an experiential shop and provide consumers with "dressing room" and "pick up field" scenario.

The first American O2O experience store is located on Yanqing Road, Hangzhou. The biggest highlight of the experience store is that the five floor store has turned the original sales venue into a consumer's entertainment place.

Consumers can enjoy the coffee while using iPad and other smart devices to browse online products, and click on the appointment fitting, staff will send clothing to customers.

For such an experiential shop, several standards are: 1, Wi-Fi network environment; 2, leisure area; 3, intelligent equipment.

And this configuration is to attract more consumers to stay, give consumers a better sense of experience, and release the brand and cultural keynote of enterprises.

Of course, besides the fitting, the offline experiential shop also has a more important function -- picking up goods.

Consumers can buy goods from nearby stores by buying and paying online. The advantage is that consumers can change in time when they find clothes color and number unsuitable in the store.

Upgrading of stores is an important strategy for the pformation of O2O. When the two O are equal, offline play a more important role as a situation closer to consumers.

The so-called service and experience come from the offline, which will play a vital role in meeting the consumers' satisfaction and whether they will come back again.

Similar to the experience shop in Hangzhou, the US bond program opens to 100 in one year.

Join hands with Alipay to settle consumer big data

Testing water

In the process, cooperation with Alipay is also an important strategic component of the United States.

For the US and Alipay, the two sides need what they want.

The United States can provide convenient payment services to consumers through Alipay, and Alipay can enter the consumer life scene through the American barn store.

At the same time, the two sides can realize data sharing and cross analysis with the help of a mutual access system. When data and technology reach a certain capacity, they can even feed back the line, and further promote O2O.

Adjust the store structure and push the two or three line market.

It is not only the clothing enterprises such as the American state, but also the large merchants and department stores, including WAL-MART and other department stores, also carry out the strategy of sinking the channel.

Close some of the first tier city stores and attack the 234 tier market, especially to speed up the layout of urbanization.

In these cities, the coverage rate of online shopping is not as big as that of the first tier cities, and the entry of international brands is not so large.

In these cities, the Internet of consumers and brands are in the stage of training. At this point, enterprises will have more opportunities to shape brands.

Electronic business platform, vertical and vertical channels

Offline brand development of online channels, self built platform can not be immediate, time-consuming and energy consuming, access to electronic business platform can be said to be the most direct and basic step.

At present, there are platforms such as Tmall, Jingdong, vip.com, Dangdang and so on. At the same time, there is a good foundation on the O2O line. Next, whether the scale effect can be produced depends on the operation effect of the company.

Not to mention the United States

O2O has achieved a lot because any change in the industry will cause labor pains.

The United States is just a representative of the Internet business, but also actively respond to the pformation.

In the future, traditional industries will have more enterprises to carry out pformation. O2O may not be the end, but at least now it seems that channels need to be expanded and integrated, and consumer life scenes need to be satisfied by the new consumption ecology mode.