"Internet +" Wave: How Do Traditional Clothing Retail Industry Correct The Spanformation Of O2O?

One side, clothing Enterprises need to open up the ERP system under the online and offline system, and connect the offline ERP system with the online platform. The enterprise can manage on line, such as sales data, production quantity, etc., consumers can synchronize the consumption goods, amount and integral aspects.

In recent years, under the impact of the electricity supplier and brand, the traditional clothing retailing industry has been gradually dismal, and even frequent "closed shop tide", especially the development of mobile Internet, and a group of clothing that was rising in the early days of Taobao. Online retailers Under the tide of the Internet, enterprises are gradually developing Taobao stores into micro stores. They even develop their own resources. B2C Mall, or adopt a self run mode, intimate contact with the Internet. O2O The rise of clothing has gradually changed the layout of the apparel retailing industry.

Force O2O with the help of mobile Internet

With the development of the Internet and the popularity of smart phones, the consumption habits of consumers in mobile terminals have been gradually mature. Data show that in last year's (2014) double eleven activities, mobile terminal sales accounted for 42.8% of the total sales, which was 20.4% higher than that in 13 years. Imagine that it would be an excellent shopping experience to play the mobile phone on the bed without moving the computer and moving the fingers into the shopping cart. This is also a great opportunity for the apparel retailing industry to turn over.

The practice of clothing O2O usually uses the mutual drainage of online and offline customers, increasing the number of consumers and the frequency of online shopping. There are many patterns. For example, the Jingdong has joined hands with the four famous clothing companies, such as group, La Natsu Bell, XTEP and Lining, so that their online consumers can choose to distribute or pick up goods near their stores. Consumers can also try out the next line stores, scan the two-dimensional code online, and then distribute services by Jingdong.

In the form of "1 pairs of 1", the company provides an image consultant for consumers, so as to realize "private ordering" and foster mutual trust. The micro official website takes the cloud as an example. Consumers only need to install shortcut keys on their phones, so that they can browse and shop through WeChat and two-dimensional code into the clothing brand micro official website under the environment of WiFi, and customers have better physical examination. At present, many brands in the market have their own official APP, such as ZARA, H&M, and UNIQLO I.T. Consumers can search the nearby shops and discount activities at any time and anywhere. Clothing O2O with the mobile Internet is currently playing the common way is micro mall, micro official website and APP, micro mall is currently in the traditional clothing retail industry spanformation enterprises are common, the mode is through the WeChat public number to carry out marketing and promotion services.

How to run clothing O2O?

On the one hand, garment enterprises need to open up the ERP system under the online and offline system, and connect the offline ERP system with the online platform. The enterprise can manage on line, such as sales data, production quantity and so on, and consumers can synchronously check consumer goods, amount and points.

In addition, enterprises can promote consumer spending by issuing coupons, red packets and cash coupons, or by selling and snapping up VIP members, launching the first single reduction and exemption of new customers' mobile phones, etc., and can also publicize in stores. Online shopping points can be exchanged and enjoyed preferential treatment under the line, and special specialized exchange areas are opened.

Reconstructing the value chain and realizing the ideal mode of O2O

For most of the traditional clothing enterprises, at present, they are still at the level of marketing clothing O2O, and want to attract consumers, simple service or price concessions can not achieve their goals completely. No matter how the times change, how the pattern changes, consumers still want to have a good quality and inexpensive experience, and most of them need to have the courage to destroy the existing value chain and reconstruct them.

Online and offline sale of the same price, create a good experience: for customers, whether online or offline, the channel is not important, the most important thing is to buy goods online, the price will not be higher than the line, the quality will not be worse than the line, and the goods bought online, speed to the goods, and the quality and price should be consistent with the physical store, then the best way is to take the online and offline parity sales strategy, in essence, to enhance the shopping experience for consumers.

Transforming supply chain and improving service efficiency: as online and offline, the end goal is not to increase sales channels, but to work together to minimize waste of resources. The inventory period of UNIQLO is 83.72 days. It mainly assigns production volume and adjusts marketing plan through real-time monitoring and analysis of sales data, and the inventory is basically zero. Therefore, only when ERP is opened online and offline can the information path be maximally shortened, and the efficiency and quality can be improved.

"At present, the traditional clothing retailing industry presents a sluggish phenomenon. The spanformation is the general trend. If we want to do well, we must simultaneously control the four key points of price, quality, marketing and supply chain". Wang Zong, head of science and technology, believes that "the spanition period is also a shuffling period. Only those who re emphasize the image and service of the products, and at the critical moment, have the determination to break the boat, and perhaps survive the tough times."