YOUNGOR Pilot O2O Experience Shop

Prudence and good beginning

Not long ago, YOUNGOR launched the first 200 square meter large clothing experience hall in Ningbo Yintai shopping malls (Dongmen store). YOUNGOR's e-commerce strategy has been steadily opened in the promotion of WeChat's pre-sale and online ordering services.

YOUNGOR's water testing experience shop has personalized service such as volume customization, embroidery signature and so on.

Consumers can not only shop online, but also enjoy online shopping guide and appointment fitting service.

YOUNGOR hopes to attract more young consumers through the online sale of this store, and to drain consumers into the store.

In May 8th, Li Rugang, chairman of YOUNGOR clothing Holdings Limited, and Hu Danwen, general manager of Yintai commercial Zhejiang East region, attended the opening ceremony of the store.

It is understood that YOUNGOR silver Thai office area is not large, but its annual sales volume has reached nearly ten million.

After redecorating, the store has not only expanded its size, but also added YOUNGOR's high-end custom brand MAYOR and American urban leisure brand HSM to the super hall.

To control self operated channels is to take the innate advantage of the O2O line. YOUNGOR has adopted nearly 10000 O2O members in the finger tip world network through its marketing in this store.

Upgrade service chain fans to play micro marketing

In the context of the entity channel being hit by the electricity supplier, how can a common store marketing activity be done? Cheng Fangding, assistant director of YOUNGOR, told a story to reporters: in April 19th of this year, the anniversary of YOUNGOR (Ningbo) flagship store went on to the third day. At that time, it was the weekend, and the guests who came to the store to buy clothes were in an endless stream.

Chen Xin, the head of the logistics department, is looking at the new products in the store. When he saw the crowd, he posted his emotion in the WeChat group: "Dong Chunyan's manager smiled."

Because this day, the store set a record of over 800 thousand yuan in retail sales per day. In from April 17th to 23rd, the sales volume of customers entering the shop was over 90%, and the total sales volume exceeded 3 million yuan.

This brief WeChat, however, has aroused the warm welcome of the staff.

Here, YOUNGOR planning manager told reporters at Chengcheng, the company advocates WeChat, which is to familiarise everyone with WeChat operation and participate in brand marketing at fingertips.

A shop assistant who works at YOUNGOR (Ningbo) flagship store shows the theme of WeChat, which is recently forwarded to friends. It contains a new picture in the store, and scenes of people crowded at the scene and customers smiling and entertaining.

In fact, all of the content comes from the WeChat platform of YOUNGOR Ningbo branch, which has more than 8000 loyal "elegant powder".

Through subscription, "Ya powder" can receive news including new product collocation knowledge, brand trend and activity information every few days.

For the sake of

Information is more popular, and YOUNGOR's planning department has not worked hard.

Yu Cheng disclosed that before the YOUNGOR planning department did business newspaper to convey the company spirit and corporate culture, but now the content is directed to the product.

"At present, the user feedback received during the fumbling stage is still the most favorable."

Among the many subsidiaries of YOUNGOR, Ningbo branch is the first stop for YOUNGOR to explore the O2O mode. The flagship store in Ningbo encourages the salesperson to play the "fingertip marketing", behind which is the marketing strategy of the company that focuses on micro marketing, intensifying the service and enhancing the brand image.

Cheng Fangding said that according to the current progress of YOUNGOR's water test business, it will soon become a reality that "sweeping the clothes and sending the clothes to the home".

According to the latest WeChat display of YOUNGOR Ningbo branch, consumers can not only scan the two-dimensional code through mobile phones, or click WeChat directly, order goods online, but it is also worth mentioning that the YOUNGOR Hall of Ningbo Yintai shopping mall (Dongmen store) has already launched an appointment volume customization service.

It has been said that when the O2O era is coming, the rules of the whole retail industry will also undergo tremendous changes. When the online and offline one moves from the air to the ground, and from the ground to the air, a new commercial economy will emerge.

It seems that in the final analysis, YOUNGOR's O2O large clothing experience Museum in Ningbo Yintai shopping mall (Dongmen store) is a revolutionary innovation.

Although it is essentially an experiential shop, it is not new in the clothing industry, but in the new retail format, YOUNGOR has given it a new meaning.

The experience museum's marketing mode built on the electronic business platform has incomparable advantages.

The exquisite shopping environment, the joyful shopping experience and the personalized service, this is the simple plane electricity supplier cannot achieve.

It not only meets consumers' need for sensory perception of products, but also conveys their brand ideas and product quality to consumers in a more direct way.

according to

It has been revealed that in the early regional management meeting in early 2014, YOUNGOR management explicitly asked the sales areas to continue to adhere to the "big store" mode and enhance the consumption experience.

Not long ago, YOUNGOR's China daily performance data showed that the group's sub brands HSM and GY achieved high growth of 39% and 21% respectively.

If the future strategy of YOUNGOR's electric business is landing, do you wonder if people will dance for elephants?

Today's Chinese clothing industry has entered a complex and changeable "new normal" stage. Under the overall weakness of the garment industry, YOUNGOR has created a new platform for virtual economy and real economy through the integration of "retail gene" and "electricity supplier gene".