Look at the new characteristics of the "overall service" online shopping market

E-commerce has created a new era. With the explosive growth of online shopping, this new channel has become a major factor in clothing categories. How clothing companies under the influence of “surge of salary increase” through e-commerce o2o model to prevent “crash”, and further enhance the company's overall competitiveness. Today, the reporter shared a number of reference opinions on the development of the o2o model for garment companies that are affected by the “wage increase” and are in transition.

The Necessity of O2O Channels in Transition of Apparel Enterprises In the past two years, the most popular keyword in the apparel industry is undoubtedly the "online to offline" "online to offline" o2o mode (online to offline). The o2o mode is a traditional clothing brand. Expanding new channels, integrating online and offline links, and reversing the downturn in offline sales bring new opportunities. The “Double 11” in 2013 was a year in which the collective battle of traditional clothing brands took place. The top ten sales were almost captured by offline brands. The ultimate competition on the line will be the competition of offline entity brands. Most of China's branded apparel companies rely on the fast-paced development of the franchise model to enter the online competition stage. The loose and loose franchise system under the line has become an obstacle, and franchisees believe that the growth of online sales is based on grabbing offline share. Therefore, the opposition is strong. The o2o model can divert the online customers back to the line, enabling online and offline integration and promotion, so the reporter believes that the future brand owners and franchisees to create o2o closed loop is an inevitable trend.

Many traditional clothing companies may ask reporters why Xiaobian companies should do o2o? It can be said! Under the impact of the mobile Internet and the popularity of e-commerce today, the biggest advantage of online shopping is the price, but in the experience, return and other after-sales service Unsatisfactory, then for the consumer groups and clothing categories that focus on experience, it is not only limited to the offline single experience, but also makes it possible to make better online choices. The combination of experience and consumption will also gradually blur the line between offline life and online consumption.

Clothing companies "online and offline dual-driven" o2o mode mobile app terminal shopping is a new trend, not only for e-commerce companies and offline clothing brands to develop e-commerce to provide new ideas and channels. In addition to leveraging traditional b2c e-commerce platforms such as Tmall and JD.com to expand online sales channels, garment companies should gradually shift to using self-built platforms to build o2o. To build a mobile mall app, transform from the traditional self-owned clothing brand clothing retail company (spa) to a clothing retail company based on internet sales, and gradually improve the o2o omni-channel layout. On the WeChat and app platforms, all products Can be synchronized with the offline sales; "online and offline integration" shopping model is a breakthrough in the field of clothing retail o2o. At present, the o2o model of Chinese traditional clothing enterprises is at an exploratory stage. Many clothing brands have "congenital shortcomings" in the implementation of the o2o strategy. To develop o2o in the clothing industry, first, there must be sufficient consumer contact points. The second is to have a sufficiently mature supply chain management system.

The "o2o model" mentality of garment enterprises' transitions revealed that many textile and garment companies believe that e-commerce is the future and traditional channels are now. We must seize the present and look to the future. However, statistics show that in 2013, the scale of China’s e-commerce transactions reached 9.9 trillion yuan, of which the total scale of apparel online shopping has exceeded 400 billion yuan, and the proportion of online shopping apparel sales to total apparel sales increased from 1.8% in 2008 to 2013. About 23%. Double 11 told the majority of apparel companies that e-commerce is now and is the future. If it is not a strategic transformation of e-commerce, textile or apparel companies will not only fail to see the future brilliant, but will also not get today’s results.

The reporter concluded that the transformation of a company is not only reflected in its name, strategy, and implementation, but more importantly, it is culturally “no sunset industries, only companies that do not understand change.” “In the wave of the Internet, traditional clothing corporate culture cannot Invariably, it is self-evident that all the transformation of the company must eventually be cured into a team culture, because only the cultural transformation is the true spiritual heritage."