How Does The State Council Support O2O To Develop The Clothing Entity Industry?

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

The O2O model that had been brewed for a long time was finally recognized and supported from the national level. It not only gave the domestic enterprises a strong heart, but also made the O2O of the cusp wave ignite the morale of many big business leaders. With the help of the Internet + concept, the traditional industry in E-commerce has not only produced a way out, but also ushered in a profit forked intersection.

One side,

After more than ten years of vigorous development, it is also in the bottleneck of growth. It is urgent to increase the offline experience. On the other hand, from 2012 onwards, 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 entity retailers are working in the direction of O2O, the State Council's formulation of this document is not only a refinement measure for the "Internet plus" policy, but also a favorable trend.

Brand pformation O2O has its own choice.

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

Smith Barney launched the "fan APP+ Mei Bang experience shop", UNIQLO launched "store + official website +"

With the multi-channel layout of the mobile phone APP, the group 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 store into an advantage, and improve the frequency, conversion rate and customer price of the customer to shop by using the interactive advantage 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.

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.

It can not only be a platform for the overall situation, but also can be upgraded from "shopping guide" to "service customized" retail. Different clothing brands should choose rationally according to their own current situation and fight bravely, and stand in the draught of O2O, why can't they fly up?