Clothing 020 As A Brand Outlet Is A Long Way To Go

In the last month of 2014, when the concept of O2O was hot, its impact on traditional industries was beyond the imagination of many people.

Behind this, in addition to the thrust of the media, Tencent, Alibaba and so on.

The "hard work" of the true and true guns of enterprises and the "nonsense" and "dry goods" of various training and marketing big coffee are undoubtedly the half designers who promote the pformation of traditional industries.

Looking at the investments of Tencent and Alibaba in O2O related fields, besides playing better in catering, accommodation, pportation and tourism, and having greater predictability benefits.

As the largest consumer category in online shopping

Tencent and Ali did not make breakthroughs in the O2O direction.

Food and clothing, why the "clothes" cake in the O2O era so that Tencent and Ali can not eat?

Micro shopping and shopping guide treasure in the end which is strong

Actually, we are exploring.

In terms of O2O, Tencent and Ali have launched micro shopping and shopping guide, but in fact, after the marketing wind of VERO MODA, the many businesses of Tencent micro shopping are quietly working. Some of the stronger merchants actually have many fans, but online sales pformation is very weak.

And Ali's O2O, which has always been praised by O2O as a classic and most of its advocacy, only stays in the Yintai project. Although the shopping guide has attracted many businesses involved in micro shopping in the clothing industry, it has never been established.

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First of all, we might as well take a look at the design intention of Tencent's Micro shopping. It is based on the advantages of Tencent mobile platform (which should be based on the advantages of WeChat), and provides the overall solution of mobile O2O to merchants.

According to its official statement, the main functions are focused on the following four points: 1, scan code shopping guide, with one-dimensional or two-dimensional code as the medium, through WeChat to connect the brand, the goods, the salesperson and the four users, realize the digitalization of the merchant's mobile terminal, solve the problem of missing color and break code, and further optimize the service and sales efficiency.

2, mobile CRM platform helps enterprises establish CRM system on WeChat, providing professional tools support such as membership system, precision marketing, merchandise and order management, LBS services, data analysis and other professional tools.

3, WeChat customer service center, using multiple customer service in parallel to serve an enterprise account, helps businesses respond to user queries quickly, and provides mobile customer service tools based on WeChat to maximize the response time of users to communicate with users.

4, intelligent data support, through user collection of goods and associated data, help offline merchants capture the data blind area of the store, analyze the behavior trajectory of users, and provide strong intelligence data support for businesses.

Again, we make a comparison, Ali O2O mode, through the integration of PC Internet and wireless resources within the group, through wireless technology and big data products, provide marketing for the offline retail business, member interaction, order to support a full range of solutions, to achieve online offline data, commodities, inventory trading, capital through the whole channel retail mode.

In fact, behind the support is Ali three treasures, that is, guide shopping treasure, membership treasure, marketing treasure, shopping guide treasure is used to guide the purchase of an intelligent APP, the offline goods to online shop form.

Member treasure and marketing treasure, I believe you can understand its usefulness from the name.

Commodities have realized the business mode of customer online ordering and offline self promotion; secondly, online shopping outlets have used the shopping guide shopping code to realize the two business scenarios of "on-site delivery" and "door-to-door". In fact, the "on-site delivery" actually changed the way of receiving cash, while the "door-to-door" can solve the problem of shortage, lack of color and broken codes encountered by shops under the electricity distribution; third, through the "guide shopping treasure" to manage online and offline membership cards to achieve member relationship management, in addition to effectively stimulating consumption, it can also record and analyze the customers' purchase times, styles and sizes, and then achieve the guide and guide of customers through interaction and recommendation. Specifically, the whole process of playing with the shopping guide of Ali shopping guide should be clear. The practical application of guide shopping treasure is shown in the following aspects: first, the issuance of electronic certificates.

Fourth, through the use of "shopping guide treasure", the offline store has virtually become a wireless shop. Whenever and wherever, the shopping guide can recommend to people who have potential purchase intention, as long as there are mobile phones and networks, and can make online shop opening.

However, the above said so many tall functions, no matter which store or shopping guide is strong, right.

In the end, how much can it play? {page_break}

1, it is difficult to improve the brand performance decline and high inventory status quo.

For the difficulties encountered by the current clothing brands, there may not be much improvement in the next two or three years, and the future is bound to be even more sad. On the one hand, the number of stores and sales performance of each brand is shrinking. On the one hand, the operation of e-commerce is mostly in the stage of hard results, even individual traditions.

Online began to do a bit of success, but under such circumstances, the accelerated death of offline stores can not be changed.

What is more frightening to these clothing brands is that in the face of the online and offline attack, we have not found effective countermeasures in addition to diversifying business to enhance the ability to resist risks or adopt multi brand operation to cover up the current performance decline.

At present, the clothing brand is trapped by inventory, which makes the industry sigh that "money is making a little bit, but it is all in stock".

O2O looks very beautiful. Combining online and offline can be said to be the most complex intersection of China's industrial economy so far. It needs to face changes from hardware and software facilities to consumer cognition. Moreover, it involves the knowledge and practical enhancement of a large number of uneven guide buyers.

Such complex projects as micro shopping and guide shopping treasure are low efficiency from top to bottom, and only those who have participated in the operation know.

Therefore, in the short term, to rely on it to solve the problem of high inventory is just like communism, which is hard to reach in the current society.

2, project difficulties, changes do not know where to start.

From the operational point of view, in the face of similar organizational adjustment, ERP system to open up, online and offline share price, logistics system structure, terminal shop training, channel direct pformation, distribution of interests, marketing and other challenges, most brands at the initial public relations with the Tencent or Ali's publicity, the internal impotence.

After this year's exploration, it seems to me that the biggest role of the micro shopping is to digitize the product, and to increase brand contacts based on WeChat, and to strengthen the brand's position in the consumer mental model.

And shopping guide treasure project can best attract the best interests of the clothing business, the demand point is that it can belong to the offline shopping guide treasure into the Tmall flagship store, improve the search weight of the product, but it is easy to break the ecology of Ali, and it is destined that the opinions of Ali's internal team may differ.

How much of the two can help the offline store bring in the number of incremental customers and repeat purchases? This is really hard to consider carefully at the moment.

Moreover, with the increasing openness of WeChat, the marketing interaction mode of micro shopping is becoming more and more backward, so businesses have to consider whether to quit or not, and find third parties to develop new games.

Shopping guide treasure project, naturally lack of social genes, marketing innovation depends on mobile phone Taobao client advertising or interactive support, however, in the case of the project failed to achieve good results, mobile Taobao's resources can be sent to Ali's internal shopping guide treasure team resources are also very limited.

So let

From beginning to end, we can not feel the power of change.

Faced with many difficulties, from the current attitude of Tencent and Alibaba to clothing O2O, I believe that in the near future, the death of micro shopping and shopping guide is inevitable. Clothing brands need to consider their future O2O outlet.

Self built mall is the trend and the way out for O2O.

For the clothing brand, on the one hand, the change of consumption trend makes the business in the online field become more and more important. It is difficult for the platform to have the initiative, and there will be trouble in the future for the management and maintenance of the brand and the users.

On the other hand, the arrival of the mobile Internet era has led to lower cost of drainage compared to the traditional PC era.

Therefore, clothing brands seize the existing opportunities and go forward actively, so it is natural to build their own mall.

Force

The clothing brand is actually to win its own future.

Although the brand self built mall has not yet formed a scale, the clothing brand can always maintain its own voice.

After the technology superiority of the Internet giant has been gradually weakened, the clothing brand self built mall has the ability to develop several times according to its own wishes. It will play an important role in giving full play to terminal store resources and marketing innovation. Meanwhile, the self built mall with independent domain names is more conducive to brand promotion, convenient for consumers to remember and increase the impression.

The most important thing is that user information is controlled by oneself, and directly promotes sales to enhance brand influence.