Clothing Brands Borrow "Double 11" Test O2O Sales Are Not The Focus.

The seventh "double 11" is coming. The brand of shoes and clothing not only focuses on sales volume, but also on the exploration of re model.

Mark Ed Faye, camel, UNIQLO and many other shoes and clothing brand executives told reporters that the company will play the "double 11" flagship store and offline stores this year to try O2O.

According to the customer service of Mark Ed Faye Tmall flagship store, three official Tmall flagship stores of Tmall and more than 50 direct outlets under the line will participate in Tmall's "Wan Dian Tong Qing" activities in the "double 11". Consumers can try them on at the store and then place the order through mobile phones, and the stores will be delivered through Shun Feng.

Not long ago, UNIQLO also said it would open the next store and Tmall flagship store in the "double 11" line, and try to link up online and offline through access to Alipay, and make an attempt in the pformation of O2O.

Erdos, seven wolves, Semir, Metersbonwe and other brands have also adopted different ways to explore the O2O mode.

Lai Yang, Secretary General of Beijing Institute of business economics, said that for the brand of shoes and clothing, "double 11" is indeed an opportunity to test the water O2O, but the brand can not blindly follow suit to develop O2O.

In fact, the quality of products is always the first priority for consumers. O2O just makes consumers shopping more convenient.

The root cause of brand growth is still R & D,

More products that are popular with consumers, the second step is to explore the integration of online and offline channels.

At the same time, the difference in performance has also had an impact on the formulation of "double 11" marketing strategies for different brands.

For UNIQLO and other well performing brands, "double 11" is not a breakthrough for development, so these brands treat "double 11" is not so crazy.

Metersbonwe and other brands that are in trouble will often take the "double 11" as an important opportunity to enrich their activities.

"

Camel is a bold attempt this year's "double 11". We will select some core stores in the key cities of the mature electricity supplier. We can preheat the "double 11" from the "double 11" during the "double 11" campaign.

"Camel" camel brand relevant person in charge told reporters.

In September, the State Council issued the "speeding up the interaction between online and offline".

The opinions on innovation, development, pformation and upgrading have explicitly called for the vigorous development of the online and offline interactive (O2O) new economic form in the traditional trade and logistics industry.

The pformation of shoes and apparel industry is the trend of the times. How to turn the higher cost stores into advantages, then use the interaction of mobile devices to increase the frequency of consumer to store consumption, conversion rate and customer price is the main problem that shoe clothing brands need to face in the process of pformation. This year's "double 11" has become an opportunity for some brands to test water O2O.