How Should The Textile And Garment Industry Deal With O2O?

Recently, the general office of the State Council issued the opinions on promoting the interaction between online and offline, speeding up the innovation and development of trade circulation.

The proposal put forward support to encourage online and offline interactive innovation, stimulate the vitality of real business development, and improve the modern market system.

The State Council supports the development of O2O and talks about how to meet the garment industry.

The general trend of the times is that the State Council is in a favorable position to make O2O.

Brewing for a long time

Finally, the recognition and support from the national level, not only gave the domestic enterprises a shot in the arm, but also let the O2O of the cusp waves ignite the morale of many big business leaders. With the help of the Internet + concept, the traditional industries in e-commerce have not only made a way out, but also ushered in a profit forked intersection.

On the one hand, after more than ten years of vigorous development, the electricity supplier is also in the bottleneck of growth. It is urgent to increase the offline experience. On the other hand, from 2012, the splendor of the traditional retail industry is no longer.

According to the sampling survey of Ai Rui net, in the first half of this year, the performance of 60% of the shopping malls in China was in a state of decline, and the impact of closing shop tides continued, such as Giordano closing 190 stores, Bosideng shutting shop 1357, BELLE closing 167 stores.

Therefore, from the current trend, whether e-commerce enterprises or physical retail enterprises are making efforts in the direction of O2O, the State Council formulated this document, which is not only for the early stage of the development.

"A refinement policy of the policy is also a homeopathic force.

Brand pformation O2O has its own choice.

As an important part of traditional retail industry, the attempt to pform O2O has attracted much attention.

The United States has launched the "fan APP+ Mei Bang experience shop". UNIQLO has launched the multi-channel layout of "store + official website + Tmall flagship store + mobile APP". The group has launched the "private custom" shopping guide mode. Although there is no standard answer to the pformation O2O, the main direction for the clothing brand is to turn the high cost stores into advantages, and improve the frequency, conversion rate and customer price of the customers to the store consumption through the interactive advantages of mobile devices.

Mobile + retail, buy chant innovation O2O mode

Mobile is the tool, retail is the essence. The clothing industry must do well in O2O, so we can not bypass these two points.

The traditional clothing industry is dominated by offline retail stores, which can be tried out. The advantage of these stores is that they do not have electricity providers. However, diversified selection and convenient shopping are also special advantages of the electricity supplier. Combining online shopping with offline trial wear to enhance brand influence and market share is the purpose of brand testing O2O.

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Recently, in the shoe and clothing retail industry, the "buy chant" has become the focus of this form, integrating "retail +" and "mobile" as a sharp weapon of "O2O".

It is based on the physical store, so that the "guide buyer" becomes the core. In order to better manage the customers and enhance the performance of the store, the shopping guide carries on the daily maintenance and promotional information to the customers through "buy chant", and consumers can directly purchase in the shop or order online through "buy and chant" online, so that the O2O can be formed in a virtuous circle.

According to official data of the Ministry of Commerce, the O2O market in the first half of 2015 was 304 billion 940 million yuan, up nearly 80% over the same period last year, showing strong growth and huge impact on physical retail stores.

O2O is the inevitable trend of the development of physical stores in the era of mobile Internet.

Facing O2O, we can build a platform for the overall situation, and also upgrade from shopping guide to "customized service". Different clothing brands should choose rationally according to their own situation, and fight bravely and stand in the draught of O2O. Why can't they fly?