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Clothing Retailing O2O No Longer Plays "Concept"

2014/4/11 13:52:00 70

every March is the largest exhibition, paction and order season of the industry in the year of < a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a >.

A href= "//www.sjfzxm.com/" target= "_blank" > clothing "/a" exposition "exhibition", "China International Fashion Week" and other garment industry "two sessions", the China Textile Federation Council, the China clothing forum held by the Chinese department store forum, the China a href= "//www.sjfzxm.com/", the "leather" Association, the Shanghai, Dalian, Shenzhen, Ningbo, Haining and other clothing fairs held the conference of all kinds of clubs. except CHIC.

Less than P and 2014, the clothing industry is focusing on a word "O2O" from beginning to end.

why O2O /p >

keep pace with consumers' /p >

the worst time in the clothing market was in 2012, when all the industry people were still immersed in the excitement of high growth, but e-commerce was totally overturned.

The industry is lost. "

this is the review of the mental process of Shanghai's Metersbonwe apparel Limited by Share Ltd chairman Zhou Chengjian, who launched the first upgraded version of clothing O2O experience store in Monument for Liberation, Chongqing.

this is not only the individual sentiment of the United States as the leader of O2O, but also the source of the whole garment industry's power supplier and pformation O2O.

After the financial crisis, the Chinese textile and garment industry, which was exported to domestic demand after the financial crisis, looked forward to the market recovery. However, it ushered in the online shopping of P.

according to the data disclosed by Guo Da Lu, vice president of Tmall, the sales volume of domestic textile business accounts for 10% of the total, and clothing accounts for 20%.

online electric business is growing crazily. However, offline stores are experiencing a downturn in consumption and closing stores.

March 28th, Chen Dapeng, executive vice president of the China clothing association, said at the 2014 China clothing forum that the consumption of Chinese clothing continued to grow at a low figure this year.

but on the condition that sales of clothing stores in solid department stores are deserted and clothing stores are closed, the clothing has always been the most popular protagonist in the new shopping patterns such as "double 11", mobile Taobao 38 life festival, WeChat shopping, and online shopping enthusiasm aroused by marketing promotion.

for this reason, the consensus reached by China clothing forum is that the market downturn is only a false impression. People's enthusiasm for clothing consumption is far from being satisfied, and new consumer demand and expectations are constantly emerging.

The industry believes that the upgrading of consumption and social pformation at the same time give the clothing industry a lot of consumer blind spots and business opportunities.

Before P, shopping is done in the next scene, but now it is shopping in many scenes.

For consumers, O2O can be more casual, to shop is more of an experience, rather than step by step guide shopping around.

, which means that the garment market will be divided rapidly. O2O will change the development layout of the entire apparel retail industry.

For some enterprises who understand the consumption displacement, they can be divided into online sales growth dividends, while for those traditional enterprises that do not know how to adapt, it means that the mastery of customers is no longer as simple as it used to be, which means that there is a split share.

The core of P > O2O is big data technology. Data from social networking sites are large and vivid, representing the true thoughts of specific netizens, reflecting what they want to do.

Clothing enterprises attach importance to the strength of these data, and make the brand closer to consumers, deeply understand the needs of consumers, and create consumer demand.

for the clothing industry in the era of O2O, "consumers" are no longer a vague group, but a "holistic person" supported by massive and fragmented data.

the online women's clothing brand has been quite flexible for the application of big data. Fang Jianhua, director of the women's clothing, told the China Commercial Daily reporter that the core of big data is based on the understanding of consumers.

Fang Jianhua introduced that the traditional clothing enterprises have no way to control the detailed information of the terminal consumers, so it is difficult to collect the members' information of the brand.

But under the O2O channel, we can control the data of all consumers, after effective analysis, we can well stratified the customers and push the commodities according to customers' preferences.

With the popularity of 4G and the popularity of WiFi access, consumers are increasingly relying on mobile devices such as mobile phones and tablets, and become normal at any time and anywhere. Consumers who own mobile terminals no longer need to "go shopping". They are shopping at any time and anywhere.

In the face of fast-moving consumers, garment companies also need to move quickly to keep pace with consumers' progress.

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online and offline "dislocation" /p >

distribution of interests is the key

O2O - online to offline, offline to online full channel integration.

For apparel, a non-standard product that needs to be experienced, it should be the easiest part to achieve complementary and integrated product lines.

however, many traditional clothing retail brands have lagged behind and mismatched the new demands of the whole channel.

"offline distress, online hot" is a common contradiction in the current clothing retail market.

Wang Zhuo, Secretary General of the China clothing association, believes that behind this strong contrast between online and offline, what is obvious is the change of consumers' current consumption behavior: online consumption has become a habit, and offline consumption has changed from pure consumption to interactive experience, including entertainment and other factors, which shows consumers' cognitive changes in online and offline retail habits.

At the same time, the Internet has not only cut off the retail cake under the line, but also the complexity of the line itself has always existed. P

China has a vast territory. Its economic and demographic characteristics vary greatly. Consumers' economic, social, demographic changes and consumption habits all affect people's preferences for brands.

The rise of the new consumption class in the three or four tier cities has made modern consumption not only stay in the crowd at the top of Pyramid.

as mentioned above, the core of O2O is to achieve precise marketing, which can tell the brand where the customers are and what their real needs are.

With the help of big data tools, offline brands can integrate the latest consumption habits, and connect new channels with new technologies, so as to establish a real connection with consumers.

but the question is, for the pformation of O2O, what the traditional clothing industry is most worried about is how to do the franchisees online after the Internet is implemented. How to mobilize the enthusiasm of the traditional franchisees and how to solve the challenges of online and offline businesses?

for this, Semir apparel O2O's solution is to launch a profit sharing plan under the online and offline business. According to the online order sending place, the company divides the line store interest area, the line area where the order area is located, enjoys the profit sharing, and undertakes the related business work.

Zhou Chengjian also said last year that the next line sales and offline stores will participate in the profit sharing, for example, around 15%.

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"boundless retail" /p >

most of them still lose money .

for mature clothing brands, the practice trend of O2O is quite obvious now.

"P >" in the front of the Metersbonwe.

in Chongqing Monument for Liberation, the first 2 edition of the upgraded O2O experiential store in the United States has a total area of more than 4000 square meters. Each floor is equipped with a fashion interactive device. As long as we scan the bar code of < a href= "//www.sjfzxm.com/" target= "_blank" > "clothes" /a, customers can choose the matching scheme from the device and realize the virtual matching and replacement.

not only that, the store shopping guide is equipped with iPad, consumers can purchase iPad cloud payment system, through Alipay or WeChat payment.

If there is a lack of color code, consumers can also send orders to other stores through the Internet.

Jordan, general manager of the sports company of China, Ni Zhennian, in an exclusive interview with the China Commercial Daily reporter during the China International Fashion Week, said that at present, the online business platform is a very good platform for clothing standardization products. At the O2O level, Jordan sports has launched cooperation with the Internet platform. At present, online equipment has also been constantly improved, and the 3D fitting system is in a mature state.

Yang Xun, vice-chairman and general manager of sunrise Group Co., Ltd., in an interview with the China Commercial Daily reporter after the twenty-third China JEANSWEST cup casual wear design competition, said that in 2013, JEANSWEST's sales in China amounted to 5 billion yuan and the sales volume of online stores was 260 million yuan.

In terms of the development of e-commerce, JEANSWEST's next plan is to implement the O2O mode, realize resource sharing on line and online, integrate the huge entity sales network with the online sales network, and provide customers with a diversified shopping experience.

but the deep and varied exploration can be regarded as a true portrayal of O2O practice in the clothing industry.

Metersbonwe CIO min Jie also said before that, "the clothing industry O2O is still in the seeding period, and the harvest season for eating rice is still very far away."

Released from last year's high-profile O2O to the current experience shop, more than half a year, the O2O experiment has been in the background of integration.

Min Jie said that in the short term, from consumer experience to performance improvement may not necessarily see the effect, perhaps 35 years later will produce fission.

and according to the spring industry survey report of China Textile Industry Federation in 2014, in the survey of e-commerce application of four categories of textile and garment enterprises such as home textile, clothing, fabric and sweater in Jiangsu and Zhejiang industrial cluster area, it is found that some brand enterprises have begun to layout for O2O. However, due to the lack of planning for the development of regional e-commerce, the construction of public service of electricity providers such as warehousing and logistics is lagging behind, the third party e-commerce platform can be selected narrowly, and the lack of specialized talents; the high cost of Internet marketing and promotion has become the biggest problem that puzzles the application of clothing enterprises.

According to the clothing enterprises, internet promotion accounts for 10%-15% of its sales volume, reaching 30% higher, plus logistics and express fees.

in the apparel enterprises surveyed, online sales are still at a low level. The gap between the annual electricity supplier turnover is large. Under the influence of network sales rules and consumption habits, the unit price of products is not high, and the cost of promotion is high, most garment enterprises are in a state of loss.

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O2O how to land /p >

is a system engineering .

the consumption pattern of the future is vague and uncertain, and exploration is the only way to win in the future.

at present, the consensus of the industry is that O2O is no longer a "play concept" for solid clothing enterprises, but a "system engineering" of upgrading industrial value chain and upgrading retail.

Li Shujun, vice president and chief executive of the clothing company of P > GXG, pointed out that if clothes companies want to get through and really realize O2O, they need to do well in four aspects of infrastructure projects, including the opening of commodities, the opening of stores, the opening of membership system and the distribution of interests.

in Li Shujun's view, after the O2O of garment industry has been opened up, the promotion of user experience should be reflected in three aspects: shortening the path of browsing, making payment experience more convenient, and interacting with brands better.

however, in line with min Jie's view, Li Shujun stressed that O2O must be a long-term project that the chairman of the board is concerned about and promoted, and can not immediately change the actual performance of the garment enterprises.

online to offline, offline to online is "people, goods, field" to get through.

What does this mean? "Before consumers were a ID (membership card), now they are not only online members, but also members of Tmall members, offline members, WeChat ID".

This shows that the O2O of garment enterprises is a long-term process of opening up the warehouse and digesting inventory.

Min Jie believes that O2O of garment enterprises is the termination of enterprise POS mobile and data analysis system, and is the information of offline retail store.

Li Shujun revealed, for example, GXG implanted WiFi in the store, connected with the Internet platform, and used marketing tools.

But Li Shujun believes that this is not a retail core, but a form of retail sales.

Wang Yao, vice president of the China Federation of Commerce, is worried that the passenger flow will be brought even if the cost is high. If the clothing enterprise itself is hard, it will not produce sales.

Therefore, Wang Yao believes that at present, for garment manufacturers, the core issue of O2O is how to better serve consumers. The advantage lies not only in stores, but also in supply chains, which must be able to design and make goods that consumers like better.

It believes that in the O2O landing, we should return to the essence of clothing, focusing on products and design, finding out the brand's own values and brand culture.

Participants of the P clothing forum of China (2014) believe that it is 20 years for the whole society to achieve O2O through all channels.

In the first 5 years, online maintenance of old customers, during this period, China's physical retailing industry is facing a major reshuffle, and after 5 years of preparation stage, the enterprise reshuffle its organizational structure, and finally thoroughly implement the two-way convergence of O2O.