Traditional Clothing Enterprises May Have Better Effects If They Join Hands With The Internet.

Since the emergence of the concept of O2O in 2013, a surge of pformation has taken place in all walks of life, especially in the traditional retail industry.

As for the clothing industry, Metersbonwe is the forerunner of O2O, but the road of pformation is not tranquil. After three years, its platform, channel and user have not yet cleared up, and their performance is still poor.

The author thinks that the traditional retailing enterprises like Smith Barney should change their traditional marketing mode genes and rely on themselves to finish the road of O2O.

If cross-border cooperation is possible, it will get twice the result with half the effort.

Recently, Hangzhou Wei Yun Qipao women's clothing and Zhejiang Xiu Wei Technology Co., Ltd. formally reached a cooperation agreement.

For Wei Yun, the biggest challenge of traditional enterprise pformation is how to solve technical problems. While Xiu Wei Technology focuses on garment enterprises O2O pformation for many years, this strong joint effort to jointly build O2O closed loop is bound to cause widespread concern in Hangzhou.

How can the Internet of traditional clothing enterprises get twice the result with half the effort? The author's view is a technical problem that can be outsourced, because to change the traditional gene into the new Internet blood is bound to produce an exclusion phenomenon; secondly, the formulation of O2O marketing solutions must be tailored according to the enterprise's own business mode, brand positioning and company size. Only by achieving the fair and reasonable distribution of interests of all parties and the satisfaction of consumers is the key to the success of O2O pformation.

For cheongsam Brand Company to test water O2O, compared to other categories of clothing, no matter in terms of technical requirements or marketing strategy, the difficulty coefficient will naturally be higher, because cheongsam pays more attention to "private custom".

Therefore, some people wonder whether Wei Yun will provide a tailored service to the site. I think everything is possible.

This article takes Wei Yun O2O pformation as a case to analyze how the Internet of traditional clothing enterprises can get twice the result with half the effort.

First, get through the online and offline marketing system.

The development of mobile Internet technology has changed people's shopping habits.

According to statistics, the volume of China Mobile shopping in 2014 accounted for 33% of the total online shopping market in China, representing an increase of nearly 19 percentage points over the previous year.

It is estimated that the proportion of mobile terminal pactions will continue to rise in the next few years. In 2016, it will surpass the proportion of PC online shopping pactions and become an important choice for Chinese Internet users to purchase online.

Therefore, the layout of Wei Yun online will inevitably establish its own shopping platform in the mobile terminal, such as WeChat mall or brand APP.

At the same time, the mobile phone clothing store (micro mall /APP) and offline store ERP are seamlessly linked to establish a unified VIP information management system and inventory management system, so that the national store inventory pparency, and truly realize the same line and the same price synchronization sale, so that the mobile terminal is the entity.

。

Second, "new technology" improves the efficiency of stores.

It is the advantage that pure electric business can not achieve, but in order to avoid the tragedy of "free fitting room", we should not do the amazing practice of "fitting in fees", but should enhance the pleasure of store shopping and improve the quality of service.

As far as I know, in the shop of Hangzhou French Style Men's clothing store, the large screen interactive display system consumers can not only see the whole category of full inventory products, improve the flat effect of the store, interact with customers through matching recommendation and imitation fitting, complete online and offline payment, and enhance the efficiency of purchase.

In addition, the function of large screen built-in game interaction and the collection of coupons can also extend the time of customers' stay in stores, which is well received by consumers.

Technological pformation is an inevitable trend of development, including a series of products, such as large screen stores and shopping guide APP, which are effective tools to enhance customer experience and create O2O shopping environment.

And we will wait and see how the next store will make use of "new technology" to pform the store.

Third, the iron bar fans are promoted to the outside guide.

In the mobile Internet era, the benefits of fans are very important.

"In 2014, Lu Han pushed a micro-blog" Hello, darling "overnight, forwarding and commenting on hundreds of thousands of times, and the unknown business platform is also known.

Some experts have said: "in the current business environment, bidding mode and rent mode are difficult to sustain, and fans are the most.

Assets. "

So the first cooperation between Xiu Wei Technology and Wei Yun will also develop the fans economy.

In addition to using the advantages of offline stores, attracting fans drainage line to achieve traffic pformation.

Let iron fans become brand outsourcing guides, through the store + mobile terminal friends circle sharing, forwarding and other ways to expand brand influence, achieve zero cost promotion, is also the use of fans resources to maximize profits strategy.

Fourth, finish the "last mile".

Wei Yun brand has always been directly oriented to the public. Therefore, it has a unique advantage in the completion of the "last mile" delivery process, and the speed of logistics improves. Naturally, the service image of the brand in the customer's mind will be deepened. Then the success of O2O will be a step closer.

"For apparel companies, to really play O2O is not simply to pick up the goods under the single line, but to tailor the solution, which is complementary to the traditional retail channels, and ultimately increases the volume of pactions.

This time we cooperate with Wei Yun, we will combine its original offline channel resources to formulate O2O marketing solutions, "Li Qiaomei, general manager of Xiu Wei technology, said.