O2O: The transformation of the apparel industry will continue

O2O is arguably one of the most popular vocabularies of the past in 2014. The concept of O2O is very exciting. It is a sparkle, a large-scale high-end luxury, and a small coffee shop. All of them have a loud name - "O2O." However, many small and medium-sized enterprises are unable to start their own O2O marketing activities. They have no way of getting started and feel that O2O can "be far from being playable."

Will the transformation continue to be false or true?

As one of the most fashionable industries, the apparel industry is the most active field in life services, and it is also the most potential area of ​​O2O transformation in the traditional industry. It is also the area with the most misunderstandings and the most problems. In recent years, a large number of online and offline apparel companies have invested in them, both as successful and in a large number of cases where the effect is either unsatisfactory or even fails. People can not help but ask, O2O's fire continues to burn, in the end is a virtual fire or real fire? The actual effect can reach what extent?

According to the investigation report of the China Textile Industry Federation in the autumn of 2014, the research on the e-commerce application of four categories of home textiles, garments, fabrics and sweaters in the industrial cluster area in Jiangsu and Zhejiang found that some brand enterprises have started to O2O layout and operation, but the current lack of planning for regional e-commerce development, lagging behind e-commerce public service construction such as warehousing and logistics, narrow selection of third-party e-commerce platforms, lack of specialized solutions and talents, and high cost of online sales promotion It has become increasingly prominent, plaguing many apparel companies that use e-commerce to promote O2O. Since the beginning of this year, China’s apparel consumption has continued to grow at a single-digit low growth rate. Super-high inventory has caused misfortunes for many service companies. Many apparel companies are keen on online marketing, but their online sales are still at a low level. Not high, and the online and offline conflicts are becoming increasingly acute, making it almost unprofitable.

It is also confusing that many CIOs of garment companies have not yet understood the essence of O2O. Only a few CIOs have found a way to successfully implement O2O.

People can not help but ask, what profits O2O can bring to enterprises in the end? O2O will be able to make money? How can O2O become a booster and accelerator for transformation and upgrading of garment companies?

O2O landing is a systematic project

In order to get through and truly realize O2O, garment enterprises need to do a good job in four basic projects, including the opening of goods, the opening of stores, the opening of the membership system, and the benefit distribution system.

The future consumption pattern is ambiguous and exploration must be the only way to win in the future.

At present, the consensus of most experts in the industry is that O2O is not a “play concept” but a “system engineering” of transformation of industrial value chains and retail upgrades for physical clothing companies. Then playing “virtual” with O2O. The original intention is contrary to its original intention.

The broader role of O2O in transforming and enhancing the business ecosystem of enterprises is not only at the channel level, but also at the consumer level and the cooperation level, so as to adapt to the new digital infrastructure and establish a new lifestyle. Without this capability and model, the future companies will not be able to cope with market changes. Therefore, whether the CIO of the entrepreneur or information officer is looking at O2O. The key is to consider the implementation of the landing plan, consider how the company's future development trends adapt to the trend of the digital age, find the exhaust outlet at the right time and stand on the exhaust outlet.

Some senior CIOs in the clothing industry believe that if garment companies want to get through and truly implement O2O, they need to do a good job in four basic projects, including the opening of goods, the opening of stores, the opening of the membership system, and the benefit distribution system. According to Luo Guangping, president of the Yum! Software Research Institute, solving the problems encountered by most companies in implementing O2O must be accompanied by three vehicles, namely, the completion of retail contact layout, multi-channel restructuring, resource integration, and redistribution. Underneath the Qixi can really practice O2O and achieve new breakthroughs in corporate development.

And how to use the smallest marketing capital to achieve the greatest success, the greatest degree of consumer leads to O2O? Actual network marketing experts, PPT Daren Akiba advises companies to focus on the influence of the media, and the use of watercress, Zhihu , Baidu experience, video sites and other social media to introduce traffic, expand the O2O brand influence.

In fact, O2O of garment companies is the terminal of POS mobilization and data analysis systems, and it is the comprehensive informatization of offline retail stores. However, it is a headache for retail clothing companies that there are very few companies in the software industry that can provide a complete set of efficient and complete IT solutions, especially O2O solutions. This is not conducive to the full implementation of O2O. O2O has to be done from the current overall trend. Enterprises must meet the new needs of consumers and must adapt to changes in this era and actively create an O2O ecosystem. The role of software service providers is to provide the most suitable O2O solutions. Helping customers to build this O2O ecosystem and help companies turn O2O into a viable solution.

However, there are also senior industry professionals who worry that the problem is that even if it costs a lot of money to attract customers, if the apparel company itself is not too hard, it will not generate sales. Therefore, for garment manufacturers, the core issue of O2O is how to better serve consumers and make consumers satisfied. The advantages lie not only in stores, but also in the supply chain. They can be designed using O2O models (such as personalized customization). Produce products that consumers prefer.

In response, Hu Gang, Senior Vice President of La Chapelle Apparel, acknowledged that he believes that O2O is to open up the whole channel. Its essence is to satisfy customers. At present, the practice of O2O in China has just advanced to V1.0, the channel level, and will be back to the store. The omni-channel information of member goods service members has opened up. Today, La Chapelle has completed omni-channel O2O, and the high-speed shipments of “Double 11” and more than 300 stores have been well received by a large number of customers.

The transformation will continue

In the future, China's clothing market will rapidly diverge and shuffle, and O2O will also change the entire development of the apparel retail industry.

It can be said that in today's era of the PC Internet and the mobile Internet, O2O is changing the development pattern of the entire Chinese retail industry with lightning momentum.

In 2015, O2O will be even more ferocious, and its penetration, change, and even subversion of traditional industries will surpass everyone's imagination. The apparel industry, the largest category in online shopping, is also being changed by O2O. In the process, more and more traditional clothing brands will be forced to test the O2O model.

It is foreseeable that in the future, China's apparel market will quickly become fragmented and reshuffled, and O2O will also change the entire development of the apparel retail industry.

Conclusion

For some companies that understand consumption shifts, keep up with the trend of the times, and actively transition to O2O and operate O2O, they can gain a way to win business and realize the “three flavors” that allow rapid growth in online sales and truly reap the benefits of The growth dividend it brings, and thus the market does not fall; and for those traditional service enterprises that do not understand how to change, cannot grasp the changing rhythm, and cannot control O2O, it means that the customer's grasp is no longer as it was. Simple, O2O seems to be fiery and unattainable, unable to marry together with business operations, and finally "inner weakness", false fire, and ultimately allow the company's share of continuous diversion until dry.