Analysis of the traditional business model, O2O marketing that piece of blue sea!

From the first shopping mall to the PC side shopping to the current mobile side shopping, for the traditional retail enterprises, O2O is far more potential than the business transformation. With the advent of the mobile internet era, offline stores are no longer the burden of online competitiveness, but the core competitiveness, traditional retail how to use mobile Internet to change?

The difference between Taobao electric dealer and traditional store management mode

In recent years, with the rapid rise of electronic commerce, so that traditional stores caught off guard, really ate a big loss. One of the most representative of the Mo Alibaba's Taobao, founded in May 2003, the current business across Consumer-to-consumer, the two most. Compared with the traditional store mode, the two are very different, the specific difference is as follows:

Operation mode

Taobao mode of operation is mainly through the buyers and sellers to build online trading platform to act as market builders, to a relatively low price in the network platform to sell their own goods, to consumers to bring more and cheaper goods, both sides finally to the security and convenient payment system (Alipay) to complete the transaction.

The traditional store is through the consumer to shop for the kind of purchase, consumers if they like goods can be the site order, to take the hand to pay the delivery of the trading model.

Logistics Distribution Mode

Taobao distribution mainly with the help of third-party logistics companies, and Yuantong Courier, Qualcomm Express, Rhyme Tatsu Express and other companies to reach a cooperative relationship, consumers do not go out, you can enjoy the automatic door-to-door service, but there will be a few days of waiting period and the need to bear a certain postage. However, in traditional stores, consumers can directly obtain the purchase of products, businesses to provide shopping bags and other packaging, that is, buy to go, if the purchase of large electrical appliances, businesses will also be responsible for door-to-door and installation services. But this kind of transportation only applies to short-distance, does not support long-distance transportation.

Communication

Doing business online, the two sides can not see each other, so communication is particularly important. Taobao through a unique way of communication: "Ali" and consumers to communicate online, then customer service "cheat" the ability to determine whether consumers will be photographed goods, so customer service communication ability can not be underestimated. For traditional stores, shopping guides and consumers face-to-face communication, through the observation of the consumer's body appearance characteristics, clothing characteristics and other information, so as to make targeted recommendations, more can improve the turnover rate of goods.

E-commerce and traditional store management "perilous"

E-commerce competition is increasingly fierce, from this year, the cat, Beijing East, Suning easy to buy the double 11 of the war can be seen, peer competition has been in the white-hot stage, a power business war may erupt at any time. Some professionals say: "In the next two years, there will be a large number of electrical business enterprises are eliminated." Why？ First of all, because the government's policy support, let more and more ground enterprises began to transform to do electricity, coupled with these enterprises themselves have a certain strength, in the competition, whether it is capital or passenger flow is a big advantage. In addition, with the advent of the mobile internet era, the main PC-oriented enterprises will be mobile end of the electric business to seize a certain market share. According to data from the survey, China is now the world's largest mobile phone holder, smartphone users are also surging, while the Chinese consumer habits are moving from the PC to the mobile end of the fast transfer. In the future, the proportion of mobile electricity dealers will be greater than the PC.

Compared to the electricity quotient, the situation of the traditional enterprise is a "miserable" word. summed up 10 points: 1. The rise of electric dealers, traditional clothing brands face the pressure of online shopping; 2. With the day cat Taobao cooperation cost is too high; 3. Cat Taobao business has traffic but no sales, there is no profit in sales; 4. Taobao counterfeit too much, the real is also considered a cottage, affecting the brand image; 5. The price of electricity dealers is fierce, the price is difficult to unify online; 6. Physical shop traffic is getting less; 7. Inventory More and more, its stores frequently shut down; 8. The space of the counter display goods is limited, cannot give the consumer more choice; 9. The cost of expanding the entity stores has gone up; 10. Enterprise Transformation of electricity, funds, channels, talent, technology, etc.

From the above discussion, whether it is e-commerce or traditional stores, the development of the road to find difficulties, but mobile internet marketing is currently the most promising emerging models.

Mobile Internet: Solving online customer service "annoyance"

The following is mainly aimed at the traditional apparel retail business analysis. "O2O transition" is the hottest word since 2013, but also to the traditional retail enterprises thrown an olive branch. When the United States, Gloria and other companies to test water O2O news spread Open, many enterprises have followed the "electric shock", through the line under the Channel common development. With the rise of mobile internet, the scene of a mobile internet is ubiquitous, and the use of mobile Internet to realize O2O closed loop is a trend of future development. So exactly how to use the mobile Internet to better service online customers, clothing retail enterprises are the most concerned about. The following combination of Zhejiang Xiu-dimensional Technology Co., Ltd. launched a mobile phone clothing store app as an example, to solve the problem of online customer service.

(a) Shopping guide professional collocation recommended, mobile phone one-on-one online communication

Through the app or micro-letter, and shopping guide for one-on-one online consultation, to provide customers with the most professional clothing matching recommendations, timely clothing information consultation, truly "customer first", for enterprises to establish a good reputation.

(b) Online booking, offline experience

Consumers pay more and more attention to the experience of shopping and product quality of the era, Taobao has been unable to meet the needs of consumers, retail enterprises in the transformation of clothing, offline entity shop is the biggest advantage. Customers can use the app or micro-mail, through online booking, online experience services, will be online potential customers to the offline store, thereby increasing the store traffic.

(c) Store and online inventory two-way through, the nearest delivery

Through a background management database, will store and offline inventory two-way through, if the clothing brand stores enough, can be distributed according to the distance between distribution, can achieve rapid delivery, provide service efficiency, but also can save the distribution cost, compared to other pure electricity business Network purchase platform more advantages.

In addition, some of the regular services include express transportation, return and replacement process, membership concessions, fast payment, etc., can help enterprises better service online customers.

From the current development speed and scale of mobile internet, mobile internet marketing presents a blue ocean. The sooner the brand trader seizes the mobile end market, the better the opportunity is to win the future.