Internet Tool Theory Of O2O Apparel Industry

O2O (offline and online integration) is undoubtedly 2013. clothing The hottest keywords in the industry, whether it is UNIQLO, or jack&jones, Selected, ONLY, VERO MODA, or domestic leisure. Clothes & Accessories The giants Metersbonwe and Semir announced in various channels last year that the current emphasis is on pushing O2O..

"When it comes to cooperation with WeChat and Alipay, when it comes to O2O, share prices go up, which means that the market is still very optimistic about this channel mode. In fact, O2O is still in the process of practice, and everyone is still groping for it. Who can say that I have already realized "O2O"? The O2O of clothing industry is still self explaining stage. But at least we are willing to try new models. I feel very brave. Cheng Weixiong, executive director and general manager of Yalu holdings, told the China Economic Times reporter.

As Cheng Weixiong said, the O2O of the clothing industry is just in its infancy. Many brands of O2O practice still stay in the stage of recommending new clothing products, matching suggestions and sending coupons to users. "O2O mode has only begun to be noticed in the last two years. Semir will promote O2O operation online and offline this year." Mori Ma, Zheng Hongwei, vice president, told the China Economic Times reporter. Metersbonwe, the industry's earlier substantive layout, also admitted to our correspondent that its O2O is still in its infancy, but there are about 600000 micro members. The average customer price, the rate of entry and the rate of repeat purchase have reached a better level. There is much room for future development.

From the point of view of the current brands, O2O has been outlined as follows: self built websites, mobile APP, Tmall mall, Alipay public service platform, Tencent WeChat and other Internet service platforms. On the one hand, push commodity information and coupons for consumers, attract consumers to try and buy in real stores, realize online diversion to offline; on the other hand, guide store consumers to scan two-dimensional code to become brand "fans", so that offline users can switch to online. Finally, combined with the online and offline launch of various services, such as consumers can browse the Internet at home and look at the style and inventory, then order, to the physical store pick up; can not make up your mind to make an appointment online shop fitting, and enjoy the collocation services; in the physical store to buy. clothes If you don't want to carry it home, you can choose to deliver it to your home. Payment links will also introduce Alipay, WeChat payment and other mobile payment services.

"The trend of the Internet is irreversible, and its rapid development has a diversion effect on offline sales, but it has to be recognized that online shopping is difficult to compare with offline shopping in casual shopping experience." Metersbonwe believes that in the trend of the Internet, we should see the opportunities brought by the development of the Internet to upgrade the shopping experience. "Through the combination of traditional business and the Internet, we can realize interoperability, interconnection and interaction between online and offline, and bring better shopping experience to consumers."

Metersbonwe is directly put forward "we believe that the Internet can not be seen as a destroyer of traditional industries including the clothing industry, but we should also see its new opportunities for the traditional industry to better serve customers and enhance customer experience."

Similar to Metersbonwe's view, Zheng Hongwei and Cheng Weixiong also think that the current trend should be in accordance with the trend. Their views on the influence of the Internet invariably use the term "revolutionary". At the same time, it is also considered that the "instrumental" role of the Internet is more important for the clothing industry.

"The essential role of the Internet is to reduce intermediate costs, increase consumption transparency and convenience. For traditional enterprises, our advantage is to do well in products and services. Now we are thinking about how to make good use of Internet technology and make our own advantages better." Zheng Hongwei said.

"Internet development in the United States has been ahead of China for many years, and so far it has not completely replaced offline stores." Cheng Weixiong bluntly said that the "traditional channel crisis theory" released by Ma Yun and other e-commerce giants is impossible to achieve. "Online or offline is nothing more than a form of expression of the channel, not to say who can replace it, or to regard a certain mode as the only one. O2O is actually the clothing industry at this stage using technology upgrading to improve marketing means, with technological innovation, there will be more new concepts. However, no matter how to raise the concept, it will eventually return to the product. Fan is a good example, from the original single clothing sales, to become a comprehensive shopping website, now re focus on clothing, which shows that if the product can not meet the needs of consumers, it is just a matter of retreat and gimmick, at any time will be abandoned by the market and consumers.

Metersbonwe has pointed out the real purpose of the clothing industry to do O2O: it is not only developing the online but abandoning the offline, but by accurately doing the Internet in the background, using the big data and cloud computing platform to locate the target accurately. Consumer Demand, and precise marketing, to provide more intimate experience services for target consumers.