Shoes And Clothing Brand Push Wechat Shopping To Create "O2O" Closed Loop System

< p > after personal selling in the circle of friends, as early as last year, the brand of shoes and clothing in Jinjiang has already opened up a new user experience of WeChat shopping.

Obviously, WeChat shopping will be more reliable in terms of product quality and customer service. However, the order quantity of mobile terminals and the rapid growth of WeChat users are two important reasons for Jinjiang shoes and clothing brand to choose the platform's shopping function.

After WeChat integrated the payment function, WeChat already has the O2O closed loop which enables a user to establish a complete consumption process with the local shoe and clothing brand. This makes Jinjiang shoes and clothing brand eager to go ahead and nuggets "WeChat shopping" this emerging field.

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< p > < strong > shoes and clothing brand push "WeChat shopping" < /strong > /p >

Less than p ago, the WeChat sale of Babu children's shoes will be released online. The national WeChat users will be able to open the sale of "My commercial card" on the same day.

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< p > in fact, before the WeChat special sale, the Babu bean brand has started the operation of WeChat public account very long ago. Through issuing brand promotion soft Wen and preferential sales promotion activities, it instantly updates and shares the information that users need and is interested in, and interact with fans to communicate with each other so as to provide users with a new interactive two-way service experience.

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< p > on the other hand, Babu promoted the promotion of WeChat's two-dimensional code in the official website, micro-blog, publicity materials, advertising and so on, guiding users to scan WeChat's two-dimensional code, making WeChat a channel for emotional grafting and interaction between brands and customers, so as to cultivate more potential users.

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Less than P, as early as last year, Fujian Jinyuan Garments Co., Ltd. has reached a cooperation agreement with Tencent WeChat platform, and achieved online sales through WeChat.

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< p > "based on the interactive functions of the original voice, expression and writing, a custom menu is added. Apart from editing a WeChat every day, friends circle can see the three menus of" shopping area "," brand area "and" personal center "through a custom menu, so as to achieve more convenient and deeper interaction.

Fujian Jinyuan Clothing Co., Ltd., the brand department responsible person, Tang Zhong Chuan introduces and demonstrates how to do WeChat shopping.

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< p > in the on-the-spot demonstration, the reporter saw that users can click directly into the shopping area to purchase products directly; there are many customized sub menus in the "brand area", such as "beautiful wardrobe, brand dynamics, designer quotes" and so on. Click any one will get the corresponding push message, users can achieve better interaction here; click on the "personal center" will enter the member center page of WeChat shopping to produce orders for payment, receiving and ending.

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"P" is unique. When the wolf family built the O2O experience store, "the O2O project entered the second stage. We worked together with Tencent to open the micro shopping link on the basis of WeChat public platform.

At that time, the WeChat public platform with the function of "micro purchase" will realize the functions of mobile payment, information sharing, entity member binding, online customer service and so on, so as to further increase the O2O.

Shi Hairong, chairman of the wolf family brand, revealed.

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< p > industry insiders say that with the gradual establishment of the online and offline linkage mode, a large number of members will start to diversify the shopping end of the mobile terminal +PC end through the mobile client. The sooner the retailers and branding providers of the mobile Internet will embrace the mobile Internet, the sooner it will be.

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< p > < strong > create "O2O" closed loop system < /strong > /p >

< p > "the increase in the volume of mobile client pactions is definitely the trend of e-commerce development."

Marketing expert Guo Hanyao believes that WeChat shopping as a new platform for mobile terminals is not only more convenient than the traditional shopping mode, but also easier to integrate with O2O in the future.

"There will not necessarily be a physical store in the future. You can set up a showcase in some places to display products. Consumers only need to scan the two-dimensional code to see the details and purchase."

Guo Hanyao believes that the functions of streetscape scanning and two-dimensional code scanning on mobile Internet all have the conditions for developing O2O.

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< p > Tang Zhong Chuan also said that we would like to see the future huge mobile e-commerce market.

"The last thing to go is the combination of online and offline mode."

He said, for example, the two-dimensional code will be used on the tag of the product, and the two-dimensional code of "dress matching" should be realized in the physical store. If consumers can not decide whether to buy it at the moment, they can scan the two-dimensional code to send a reference to their friends, then online or offline pactions can be done.

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< p > e-commerce is changing in the era of mobile Internet: this change is not only a way for sellers to sell things, but also a way for buyers to buy things.

"Users hope to get thousands of thousands of faces personalized life experience, we also hope to provide businesses with abundant tools to help businesses create the most suitable content for mobile user experience, and seize the hearts of users."

Guo Hanyao said.

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< p > industry insiders say that WeChat is a point to point marketing. It is a brand WeChat public number which is independently paid attention to by users. The users have a certain degree of awareness of the brand. For these users, directional push content will certainly have high conversion rate. Therefore, enterprises can directly push the information they need to convey to potential users through WeChat, so as to achieve precise marketing.

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< p > in fact, the order quantity of mobile terminals and the rapid growth of WeChat users are two important reasons for businesses to choose the platform.

After launching the public account, open platform, membership card, two-dimensional code and integrated financial payment, the WeChat platform has aggregated the resources at both ends of the user side and the merchant end, and can connect the two information in a two-dimensional code. After integrating the payment, WeChat has already achieved the O2O closed loop for a user to establish a complete consumption process with the local shoe and clothing brand.

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< p > "the importance of traffic to Taobao is understood in the industry. Traffic directly affects sales volume. Taobao business has become a large-scale business. If WeChat starts shopping, it will lead to customer diversion, Taobao traffic decline, which is not conducive to the maintenance of old customers, and in this regard, independent mall will not be affected.

In addition, low price promotion products can also produce more effect, because mobile terminals will be more one-sided for product display, low price will easily attract eyeballs.

Insiders pointed out that "WeChat shopping" is more suitable for independent mall or fast selling industry.

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< p > < strong > customer experience WeChat shopping < /strong > /p >

< p > WeChat was first known as the "walkie talkie" function. Because of its convenience, users soon covered all age groups, especially the most productive middle aged people. In the past, many people had trouble with QQ and had trouble typing.

It can be said that the convenience of WeChat has become the foundation of its "old and young take all".

Now, chat with WeChat, use WeChat as a map, use WeChat report to push discount news, sell clothes with WeChat...

The powerful WeChat, as a new force, has brought many conveniences to the users, and more and more Jinjiang shoes and clothing brands have developed WeChat's "money making assistant" function.

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< p > "WeChat shopping experience for consumers has indeed brought new marketing and promotion channels to enterprises, but how to grasp quantity and how to make WeChat marketing fresh is an important issue for WeChat shopping in the future, otherwise it will only let this model go to a dead end, like small ads on the streets."

A company who has set up a public platform for WeChat believes that if consumers feel "fatigue bombing" will only backfire.

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< p >, on the other hand, with the on-line payment function of WeChat, WeChat shopping is favored by more and more consumers.

Most of the Jinjiang shoes and clothing brand WeChat electronic business platform construction is in full swing.

Some analysts have pointed out that most enterprises have achieved mobile phone shopping through Taobao mobile phone. WeChat shopping has made Jinjiang shoes and clothing enterprises have more than one shopping interface, and the large-scale realization of WeChat's shopping function will be sooner or later.

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< p > in fact, the most important part of WeChat shopping is the customer experience link. "This may also be a weak link in traditional manufacturing oriented shoes and clothing brands in Jinjiang."

Insiders told reporters that consumers have become accustomed to the Alibaba mode of "interest - Search - put into the shopping cart - payment - receipt" mode, while WeChat's e-commerce mode is based on the social trust of "friends circle", which is "attention - the recommendation of the enterprise as a friend - payment - receipt". In the face of this change, consumers do not form corresponding consumption habits.

Therefore, this is also the fundamental reason why WeChat is still extremely cautious in promoting WeChat's e-commerce. Once WeChat, which is flooded with all kinds of goods, destroys the good customer experience of the customer group, it will not only benefit the WeChat shopping of the enterprise, but even WeChat itself will be at stake.

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