Look at a pair of shoes in the public comment on the crossing experiment

Absrtact: A pair of sneakers on a two-dimensional code, the fate has changed. August 7 to September 7, in Shanghai Jiading/Jinshan, such as the international first-line sportswear brand stores, Lu continued to have the surrounding young people with mobile phones into the store, they can use mobile phone to each

A pair of sneakers on a two-dimensional code, fate changed.

August 7 to September 7, in Shanghai Jiading/Jinshan, such as the international first line sportswear brand stores, Lu continued to have the surrounding young people with mobile phones into the store, they can use the phone to each product scan code to understand the details, the final settlement can be used online purchase discount coupons. The sneakers, swept by many people, watched for how long, the number of people to collect and buy, all the contact with the consumer data will be collected by retailers, and finally this data may affect the price and sale speed of the sneaker.

Billion power network from the above brand shop owner learned that this is the brand of Chinese distributors Bao Sheng International holding the public comment network, the common operation of the online and offline interactive marketing activities. "Users in the comments on the cost of 5 Yuan group purchase 78 percent discount coupons, you can go to 15 stores in Shanghai to buy 24 of the brand's new season." "Moreover, the sports shop and other brand stores are significantly different, each product has a two-dimensional code, there is a printed on a two-dimensional code wall, even shops have their own two-dimensional code."

According to Bao Sheng International general manager Cho Cochun told billion Power network, this is only with the public comment on the cooperation is only a small test, is the O2O Trilogy "Diversion" Overture. "Over the past two years we have done a lot of preparation for O2O, this time with the comments of the alliance is just a small test, together to observe the line on the line of the role of drainage, as well as the temptation of offline shop after the Internet to the user's service capabilities." ”

Retailer: trying to relieve anxiety

According to the public comment network business Platform Vice President Wangyu introduced, the cooperation with the treasure is different from the other platform test water O2O, and not directly to consumers a substantial discount, but with 5 yuan to buy discount coupons such low-cost to store drainage, changed the traditional electric quotient to spell the main price of the cluster guest style.

Billion power network to understand, Bao-Sheng International is the international sportswear brand retail One of the two-male, online in addition to Jingdong Mall, there are days of cats, Pat and other channels. As to why the choice of the public comment network as a partner, Cho Cochun revealed that there are mainly three reasons:

First, the public comments on the installed user 100 million, is a young high-end consumer population, brand and service quality has a higher choice and loyalty, and the international line of sports brand user groups more consistent;

Second, the public comments do not do electricity business transactions, and offline stores and shopping malls do not have the benefit of the same, to the physical store drainage, more easily under the line of merchants welcome;

Third, value the public comment on the user comments function, drainage to the store to facilitate the transaction, the user's comments can enhance the service capacity of the store, but also to brand products to make the most direct and objective evaluation.

In addition, Cho Cochun also said that the majority of the shops participating in the event away from the Shanghai city Center, the future will be in the second-tier cities to do pilot. "The shops in the center of the city are not short of traffic, the location of the shop is slightly more able to detect the public comments on the drainage capacity." It turned out to be a very good test, with coupons to shop people rising every weekend. ”

Billion power network to understand, is changing the retailer is not just a treasure-sheng International, but also include Formosa glasses, the United States Granville, the quality of electronics, Wangfujing, Yue City, Yintai and many other entities of the merchant. Although the form of each O2O is different, but the core to solve the problem is very similar, such as no one into the store, with users, no user consumption process data, rent expensive store services Limited, such as the traditional retail pain point.

Future consumers: "Borderless" shopping

A famous women's shoes brand electric business director told billion Power Network, real store changes in the fundamental, in the final analysis or let consumers have no barriers to buy the goods they want, from the front-end consumption to the production of the back-end need entity companies use the internet means to get through, and ultimately achieve the ultimate retail service level.

Billion power network observed, Bao-sheng International O2O strategy and not too much fancy action, is the only one of the few really carefully combed retail all aspects of the enterprise, the current focus is still busy technology closed-loop and system through, and really mobilize offline entity shop Internet service enthusiasm. Cho Cochun revealed that at present, the O2O project of Bao-Sheng International is too early, the future consumption scenario will be very rich and interesting. "Users can not only from the line to the offline, offline can also go to the line; not only is the international internal channel of Bao Sheng can be exchanged, and other retailers can also exchange mutual benefit. ”

Not only is the o2o of Bao-Sheng International to carry out "consumer sovereignty" as the origin of thinking, product Sheng electronic Cheng to billion power network introduced its own O2O mode, said, product wins electronic line on the entire channel to collect orders, through the day up to the background + call center in advance order Processing and distribution, product wins line direct store and join the store for users to distribute, To achieve the "day up", or even "one hour." "For example, you travel to Shanghai to find no power cord with the computer, as long as one or two hours ahead of schedule we can send goods to the Hongqiao airport." Consumers are free decision-makers, can be in all channels to order, can pick up in any store, also can choose to door-to-door time. ”

Consumer "borderless" free shopping ultimately benefited retailers and brand-makers themselves, and there are already individual entity retailers who have tasted the sweetness of using the Internet. According to the Grand Yue City research director Zhang, Grand Yue City through the collection of guest group attribute data and large data analysis, guide the merchants to adjust the goods, improve the sales of a single shop about 7%, guide the property adjustment, the overall floor sales growth of more than 10%.

In this regard, the public comments network business Platform Vice President Wangyu that the future of local shopping will certainly be full internet, but not fully prepared they need a period of time to explode. "When the time comes, comments can come out and communicate with you." The changes brought about by the mobile Internet are essential, and it is easy to help offline businesses to make things that they can't or do that are expensive. From the drainage to the back of the system docking, from the transaction support to the old customer service, to do the experience of dining on the retail is also a pass. ”

Entity change: More shocking than power trader Subversion

Billion power network observation, even if the public comments on the offline shopping drainage on the advantages, but its online shopping on the exploration or "careful", in the principle of not disturbing the user is not the initiative to push the user to send shopping information. And for brands and retailers, although the hope that with the public to promote more in-depth cooperation, but at present also basically stay in similar to the treasure WINS international cooperation level.

Moreover, the public comments and its strategic partners Tencent Online shopping did not cooperate, are currently in their respective areas to explore and try. "When both sides are touching some of the number of the time to say. "Wangyu revealed.

As the deepest accumulation of local consumption platform, the attitude of the public comments represents the level of industry development. A clothing information technology director said, from the merchant's point of view, most entities store offline Internet service capabilities have not come up. In the not-yet-successful case, the change retailer needs some stage victories to convince the offline that the road will work, so the overall change in 2014 will not be fast.

It is precisely because of this, such as the cat, Jingdong, such as the electric platform O2O implementation of a temporary failure to deliver satisfactory transcripts. And such as the public comments such a service platform at present the center of gravity is also expanding horizontally, enhance user stickiness.

In this respect, a number of traditional brands of electric power network, said that for all offline entity retail, how to put online and offline benefits is the hardest, how in the low margin of electricity business environment, pulling offline entities together to make money is the core of O2O story. As soon as one of them comes out, there will be tens of thousands of followers, O2O the whole retail business.

Even, there are platforms to speak, just the successful IPO Alibaba, its development climax has passed, the next wave of the peak of the turn to O2O to create. Among them, 58 of the same city board chairman and CEO Yiu Jingbo publicly predicted, "if the last ten years the most fire industry is e-commerce, I can basically predict the next decade is O2O and mobile internet." ”