Four Core Key Problems Facing The O2O Mode Of Clothing Industry

Since when, we have begun to break away from "crowd life" into a "human-machine communication" society, especially after 80, 90 and 00.

The world can not extricate itself, enjoying the convenience brought by all kinds of APP. There are drops in the morning, there are American groups at noon, there are meow Street shopping in the evening, all kinds of online experience and offline business are undoubtedly everywhere nowadays.

Pattern.

The slogan "not O, you are out" inspired many traditional retail enterprises to pform and upgrade their enthusiasm. The elders in the enterprise are constantly learning Internet thinking and actively integrating into the Internet era, and plan to make some new contributions.

But after all, they used traditional retail thinking and entrepreneurship for half a lifetime. When talking about the pformation of O2O, they also had some "shrink back". They naturally considered more problems. In the process of contacting with some Internet Co, they learned several core and key questions. How to solve them?

How to stimulate staff members to promote membership?

From two aspects, one is the salesperson, the other two is the consumer.

There is an old saying in China that "money can make a ghost". It is very simple for an enterprise to stimulate staff members to promote new members.

From shop assistants, one of the ways to source O2O fans is store terminals, and to persuade consumers to pay attention to them.

Online store (micro website) or scan code registration online members are our guide, if we can give some benefits, then the salesperson will actively participate.

The standards set by each company vary. "Qi Yun Technology" introduces that enterprises can set the number of daily members to absorb the membership index as one of the elements of performance appraisal, and give the shop some reward after the index is completed.

Or we can set interest sharing method.

Stores absorb members and enjoy 20% of the total amount of consumption generated by the member online.

From the consumers' point of view, why can we often see the activities of WeChat scanning in shopping malls, focusing on the activities of WeChat in exchange for drinks, and every time it is popular, the reason is "profitable". Enterprises can seize the psychology of consumers' cheaply and entice them to register members. For example, the first order is only 50 percent off on line.

Although the method is old-fashioned, the 100 test is not good.

How to balance the profit distribution of shops under the line?

There are many modes of operation in the clothing industry, including direct mode, direct business + agent mode and multi brand mode. Among different modes, O2O is bound to involve the interests of brands, agents, franchisees, channel providers, shopping guides and so on. Therefore, another problem for enterprises is that there are 1000 direct stores and 2000 franchised franchisees.

Enterprises can obtain three parameters as the basis for distribution, 1. of the shops belonging to the member, 2. of the order generation location, 3. of the delivery stores, assign the contribution value to each link, and get the reward of different proportions of the order, for example, the A store grabs the delivery rights of the order, then it can get a 1% Commission, and the enterprise can formulate the interest mechanism based on the actual situation, so as to enhance the promotion of the direct store or the agent store to the O2O (online entity store) and the initiative of the mobile terminal order.

How to develop O2O marketing activities?

O2O online marketing activities are mainly achieved through mobile terminals. There are usually two ways: SMS marketing and WeChat marketing.

SMS marketing, which can regularly send coupons, SMS solicitude, integration and reminders to members, can stimulate users' desire to buy.

But note that the content of the message must be of value to the members, otherwise it is a harassing message.

In addition, WeChat marketing is one of the most important marketing tools of the author. First, WeChat has a very strong function. Enterprises can interact with WeChat fans and play the fans card.

Through interaction of graphic information and games, members can understand the brand culture more intuitively and help them to label their fans. For example, the fans interact 3 times in a month.

Why label? It is mainly to help enterprises achieve precision marketing.

According to the person in charge of Bela Vera, in the O2O operation process, each mobile terminal marketing activity can get 3-5% member consumption pformation, and the fans' activity is maintained at 25% (within 3 months).

The effect of O2O online marketing is obvious.

How to accurately portray a customer portrait?

Customer portraits can not be drawn out without imagination. They need to be built on a large number of effective data to accurately locate the brand.

Such as customer age, user distribution, membership level, official website browsing path, purchase situation, shop paction analysis and so on, how do we get these data?

Qi Zhu Yun Technology Zheng Zong said that each developed software backstage will be equipped with a management system, such as customer behavior management system, enterprises can accurately acquire all the information of users through mobile terminal software, so that they can be converted into charts and big data analysis, summed up the characteristics of consumers, so that enterprises can understand customers, satisfy customers and serve customers. These are the processes that must be accumulated during the early stage of customer portrait. With data analysis, can the distance between enterprises and customers be far away?

The above four questions deserve the common thinking of Internet enterprises and traditional enterprises eager for O2O pformation. Whether the future of clothing O2O can take advantage of the situation, in addition to the government's policy support, of course, it also needs financial support from investment institutions, combined with multiple resources, to solve the problems that enterprises are worried about, and believe that the potential of O2O market in garment industry will be immeasurable.