How To Operate Clothing O2O? Force O2O With The Help Of Mobile Internet

In recent years, tradition Apparel Retailing How to correctly understand O2O, especially the development of mobile Internet, in the early days of Taobao's rising clothing business enterprises, under the tide of the Internet, Taobao began to gradually develop Taobao stores into micro stores, and even developed its own B2C mall directly, or took the mode of self operation and became closely related to the Internet. The rise of O2O 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 volume, 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 to turn over the clothing industry.

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.

　　服装O2O借助移动互联网目前常见的玩法是微商城、微官网和APP，微商城目前在传统服装零售业转型的企业当中是比较普遍的，模式是通过微信公众号来进 行营销推广服务，如歌力思，通过“1对1”的形式，给消费者提供形象顾问，以此实现服装“私人订制”，培养双方信任度;微官网则以齐著云为例，消费者只需 要在手机上安装快捷键，就可以在有wifi的环境下，通过微信和二维码进入服装品牌微官网进行浏览购物，顾客体检较好;目前市面上很多品牌都有自己的官方 APP，如ZARA、H&M、优衣库何I.T，消费者能在随时随地上网查找附近店铺和一些折扣活动，在APP里看中的款式都可以直接附近门店试穿 购买，实现线上线下相互导流。

How to run clothing O2O?

On the one hand, clothing companies need to get through the online and offline businesses. ERP system When the offline ERP system is connected 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 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 they want to attract consumers. Simple service or price concessions can not achieve their goals completely. No matter how they change, how the pattern will change, 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 purchased on the online shopping are fast, and the quality and price should be consistent with the physical store. The best way is to take the online and offline parity sales strategy to improve the shopping experience for consumers in essence.

To spanform supply chain and improve 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 is mainly through real-time monitoring and analysis of sales data to specify production volume and adjust the marketing plan. The inventory is basically zero. Therefore, only when ERP is opened online and offline can the information path be maximally shortened and efficiency and quality improved.

"Current tradition Clothing retailing industry As a whole, it is a trend of depression and 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. "The spanformation period is also a period of shuffling. Only the enterprises that attach importance to product image and service, and at the critical moment have the determination to burn the boat," he said.