O2O Is The Right Way To Return To Stores.

Confucius said, "if a worker wants to do good, he must first use his tools."

The woodcutter chopped the wood and the axe was a tool; the fisherman caught fish and the net was a device.

In the age of O2O, in the traditional clothing industry, what is "device"? -- offline stores.

There is no doubt that the pure electricity providers can not match, offline experience, warehousing resources, logistics distribution, after sales service and so on are the absolute advantages of traditional enterprise pformation O2O, which is beyond doubt.

However, the current state of O2O in apparel industry is difficult to integrate online and offline, entities do not want to cooperate, online members are hard to activate and so on.

Even with these absolute advantages, there is not much "egg" in terms of corporate performance reports, but on the other hand, they are caught in a difficult situation.

So how can we save the O2O that is lost in the fashion industry? How can traditional enterprises "benefit their devices"? With these questions, I have found Zheng Linfeng, general manager of cloud technology, who has been engaged in O2O pformation service for many years.

"Combining the O2O cases of several garment enterprises that we are currently working on, the biggest obstacle to the successful operation of O2O is the store, but the key to keeping O2O alive is also in the store. It is also known as Xiao He who defeated Xiao He. Why do I say so? First, the store is the O2O terminal, and the enterprise must pass the store to convey the concept of O2O through shopping guide to cultivate the shopping habits of consumers. Secondly, stores are the main channel of online traffic sources. In the mobile Internet era, fans are particularly important.

Zheng Linfeng said.

Case: pinkmary first try O2O

Pinkmary is a famous fashion woman brand in Taiwan. In June of this year, he worked with Qi to carry out O2O deep cooperation.

Zheng Linfeng said, "under the wave of O2O, this cooperation hopes to set up O2O success in the field of Chinese women's wear."

Land benchmarking, so in strategic design, marketing promotion, platform operation, staff training will invest twelve points of energy.

In the past, the attention of traditional O2O pformation was focused on the development of online channels, and in the formulation of pinkmaryO2O marketing plan, we followed the principle of "offline store" as the core.

First, set up a new membership index for stores.

When there is pressure, there will be motivation. At first, when all stores try O2O mode, every guide must be required to complete the new membership index on a daily basis, for example, 2 persons / days. After a month or a year, we can clearly count the number of fans in the physical store (excluding wastage rate).

And the high conversion rate of fans attracted by stores will bring huge potential wealth to all stores. This is the unique advantage of traditional clothing enterprises.

The two is offline stores for warehousing and online services.

The core is online offline drainage and offline services.

This point I have to admit that La Natsu Bell's "store delivery + City Express" mode of excellence, not only improves the speed of delivery, but also improves the quality of service.

Zheng Linfeng told the author: "La Natsu Bell is a direct battalion mode. There is no profit distribution between brands and franchised agents, stores and stores, online and offline, but it is a problem that must be solved for enterprises with direct + agent mode.

Take pinkmary as an example, we offer a plan to store stores, which is to place orders on the user line, and to get the goods shipped from the nearest stores. The profits from the online stores belong to all the stores, which can solve the problem of profit distribution, reduce the pressure of store inventory and speed up the logistics speed. "

The author thinks that this plan can be regarded as a good method, but whether it is effective or not, we can only observe the following performance of pinkmary.

Three, stores protect their members independently.

In the traditional marketing era, the communication between brands and consumers is almost zero, so we can not know what consumers want and what they like, so it is very difficult to manage and maintain customers well.

Pinkmary adopts the practice of independent maintenance of members.

Offline, because each store has different urban, climate, culture and customer groups, the local management can better realize its localization and individuation.

At the same time, online can check members' information, order details, commodity information, etc. through mobile terminal stores, analyze the interests and consumption habits of the store members through big data, so as to better maintain and manage members.

The first test water of Pinkmary wishes to blossom and bear fruit, so as to block those long doubts about O2O mode.

In addition, in this O2O war, the risk is inevitable. As long as the traditional clothing industry return to stores, return to commodities, return to services, make good use of the advantages of offline resources, it will be able to defeat the electricity supplier and achieve sustainable development.