O2O Illusion Of Clothing Industry: Marketing Is Still The First Demand.

Reporters are getting the latest news. The third stores in the O2O mode will be unveiled in Qujing, Yunnan. Although the new store's O2O will have some new highlights, the US side said it was not easy to disclose it at the moment. But it appeared on the first O2O experimental store in Yanan last December, and launched an upgraded version of the O2O brand integration experience store in Chongqing in late March. The United States' O2O experiment has attracted much attention all the way.

Although transformation O2O There is no standard answer, but yes. Clothing brand The general direction is to turn the high cost stores into advantages, improve the frequency of user to shop consumption, conversion rate and customer unit price by using the interactive advantages of mobile devices. At present, the industry's consistent view is that mobile is the tool, retail is the essence, and the combination of the two is the future of the clothing brand.

Because of this, since the beginning of this year, the clothing brands have gone deeper and deeper on the road of O2O, leading from simple lines to stores, and pushing forward the direction of large data system.

　　 Marketing It's just the initial stage.

Looking at the O2O experiment in garment industry, more enterprises still remain at the marketing level.

At present, O2O, a successful garment enterprise, has many influential brands such as UNIQLO, GAP, fashion dress and so on. These enterprises, without exception, locate O2O in traffic flow, focusing on the interaction function between O2O and consumers. They emphasize the activation of consumers who are precipitated, and regularly push new products, coupons, style collocation and other information, and provide services such as store search, appointment and fitting test, so as to increase consumer stickiness.

Only, the path of each family has a particular focus, such as the uniqo system, the goal of its O2O is to promote sales and achieve a two-way integration of line and line. Because of its clear goal, UNIQLO realized the multi-channel layout of "store + official website + Tmall flagship store + mobile phone APP" in April last year. The coupons and two dimensional codes displayed on its APP are specially designed for stores, which can only be scanned in physical stores, and can be drained from online to stores. At the same time, the two-dimensional code of goods and coupons in UNIQLO store is specially designed for its own APP. It can only be identified by UNIQLO's own APP scan, so that the consumers in offline stores can be attracted to the online flagship store of Tmall, which improves the downloading and usage frequency of APP. Finally, these functions of APP will enable users to become more loyal consumers of stores, and then form a virtuous circle.

On the other hand, consumers can take the initiative to ask their brands to put forward their own personalized needs, such as booking on trial wear and door-to-door service, so that the store service can be pre positioned, saving time for shopping and satisfying consumers' "private customization" for clothing brands.

In addition to these big brands, the representative of the small and medium-sized brand O2O is Gloria, emphasizing the fans mode, through WeChat or micro pane to fans recommended new products, activities release, dress matching suggestions and other information, and then through the recommendation link can directly point to the micro mall or Tmall APP Gloria flagship store, promote direct order. This is a line to line reverse diversion mode, the purpose is to improve the frequency and stickiness of users' mobile shopping.

However, in the relatively successful O2O cases of these garment enterprises, most of them are just the first step to realize the vision of O2O, that is, diversion is more still at the marketing level, and there is no deep level of functions such as national inventory allocation and reverse impact supply chain based on big data. The first Hangzhou Yanan Road store in the United States has only achieved the diversion function. Although Chongqing store has begun to explore the direction of distributing goods to the national stores, it has relied on the big data system to open up the national store data, but the effect remains to be tested by the market.

　　 The deployment of goods is advanced experiment.

The O2O exploration of American state is progressively promoted from easy to difficult. At the end of last year, the Yanan Road store in Hangzhou realized the docking of online shopping and offline experience, such as online order, physical store purchase, on-site purchase, mobile terminal payment and so on. At the same time, through WeChat platform recruitment and management of members, the entity store and mobile terminal to get through. At that time, Liu Yi, vice president of the United States market center, said that through the Internet technology cloud computing platform, big data and information resources, data analysis of these members' purchasing behavior can be made, providing consumers with more efficient and precise customer service.

The next Chongqing store, in addition to online and offline delivery of red packets to guide customers such diversion function, but also launched a lot of diversion functions, such as seamless links between stores. When physical stores are out of stock, they can make up the bill through the national online offline. For example, the problem of broken codes and broken colors under the offline sale is a common pain point for customers to buy clothes. In Chongqing stores, they can deliver goods directly to customers through backstage orders, while customer satisfaction increases, and at the same time, they will promote sales.

Liu Yi said: "when the United States and the United States join thousands of stores to provide this service, this will increase the sales volume." Another main function is the introduction of fashion consultant, based on the background data analysis plus effective communication between salesmen, can better tap and meet the needs of store members.

The realization of these two main functions is based on the big data system behind. Liu Yi said that both the state purchase network and the mobile phone interface have been revised recently. "We need to really be where the customers are, where the channels are, and customer identification, records and interests are a complete system."

However, some industry analysts believe that at present, the United States and the United States have to realize the transfer of goods between the lack of code and the lack of color stores. It should be based on the data of the information system that used to connect all stores, and it is not a large data system integrated with members or commodities, nor is it a data system that includes the supply chain.

As for the importance of big data to brand dealers and retailers, the evaluation of mobile Internet shows that mobile Internet is changing not only the way people trade, but also the way of displaying and selling goods in stores. The penetration of Internet thinking makes more and more consumers want to have autonomy in the process of consumption.

However, as a listed company, the O2O transformation of Smith Barney has not been recognized by research institutions. A researcher at a brokerage in Shanghai has said that the pricing of Smith Barney clothing is low, which is good for the company to test the water O2O mode. But in recent years, it has been interested in fast fashion brands like H&M and UNIQLO, but it still can't see its advantages in terms of design and quality. In the brokerage's research, the United States government executives also admitted that O2O is still in its infancy. It is still solving the problem of the payment system and the problem of members getting through, and the performance has not yet reached the obvious pulling stage.

For the exploration of enterprise transformation O2O, Huang Yuanpu, founder of the O2O professional research institution, the European Network founder, said that any model, including O2O, is not a panacea. He believes that at present many people are playing the banner of O2O in the matter of non O2O, and if O2O and WeChat are tied together, the gimmicks will be bigger, and they can completely shake the unsuspecting bosses.

Taking last year's almost mythical fashion as an example, their cooperation with WeChat is really good, but far from being so good. The number of orders per day on the inactive day of the fashion shop is only tens of orders. This year's goal is to sell 10 million yuan, which is still negligible compared with the huge sales under the line. Moreover, the low performance also has the suspicion of turning the brand members into online performance.

Of course, O2O can not be completely measured by sales, but he thinks that the fashion promotion is probably not what you want. The driving force behind it is that WeChat O2O too needs classic cases to pry more customers.