Clothing brand Montana O2O How to do? The experience of only

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2013 days Cat Double 11, Ling to fashion 35 minutes sales broken billion, the scene reporters looked at each other, Ling to who?

You may be familiar with it by changing a few names. Only, Jack&jones, Veromoda, Selected. Their parent company Damask fashion from Denmark, is the first batch into China's fashion clothing brand. Founded in 1996 in Tianjin, in China to introduce 4 brands: Only is the cowboy style of women's clothing, Jack&jones is the cowboy style of men, Veromoda is the main urban style of women's clothing brand, selected walk is the business men's line.

You can think that it is not enough, but can not ignore these figures: the current Ling to its fashion stores covering more than 632 counties in China more than 300 cities, there are more than 6,000 stores, 2013 sales over 30 billion yuan. Veromoda and only swept the top two women's apparel industry in China, Jack&jones is the Chinese men's market No.1.

Ling to their own mood complex. Such as group Vice President Lin Chu said: "Ling to do is popular clothing, and indeed with the number of confirmed their control of the popular ability, in the face of the internet is called" the traditional industry.

The brand-name clothing maker, which has a huge crowd of fans online, has been in the game for nearly 3 months with the practice of offline stores and online E-commerce. January 4, Lin Chu, vice president of clothing group, in the event with the media for exchange of experience, although the chat is to borrow micro shopping This is based on Enterprise Micro-trust platform for micro-credit marketing platform to do O2O, but in the meantime on how to break through the existing thinking mode, continuous growth of thinking and practice, it is worth reading.

Only the real running people can feel the wind, the following is from the Lin Chu share. The article is sniffed by the tiger, there are censored.

First, the current physical stores encounter challenges

I have been in the company for 13 years, in this company I am mainly responsible for the entity shop, the first three years in the Jack Jones team, now I am responsible for the entire v&m line of all shops. V&m brand I have served for ten years, this period has its good place, also met some challenges. Especially in 2013, this year because the economic environment is not particularly good, the pressure challenges are very large.

① Entity store passenger flow drops

All offline stores in 2012, 2013 years will encounter a big challenge, that is, offline store traffic is falling, this is a very serious situation, this situation behind the reasons for three.

Excessive exploitation of commercial property. 2012 and 2013 were also the fastest two years of Chinese commercial projects, and more projects will be launched in the next 2014 and 2015. Now the listing of commercial projects is actually far larger than the current Chinese consumers ' ability to consume, so that led to a single store in the flow of traffic is falling, there is a downward trend, and the difference between the store and shop, especially the new in the business of some volume is very good suddenly from the market out, But some hardware or objectivity issues that may have been around for a long time are slipping.

The way of consumption of young people enters the pluralistic stage. In addition to the macro, we find that there is a change in the number of customers in the shop now, that is, the proportion of young people is not as much as before. The current online active age group is basically in 80 or a generation, so the line this part of the people dragged away our current physical store existing young passenger traffic, for many brands is also an impact. So we found that many of our offline brands are also as far as possible to the mature women to turn, because the line of young brands more and more, like Taobao out of some brands are younger.

Chinese market brands are also entering a highly competitive era. I have been in this industry for 13 years, Ling to the company can have today's performance to a large extent from our early in China, when the competition is really not fierce, China is not too much fashion. China's fashion is really our company along with the whole China 60, 70, 80 of this generation to walk up. But now you look at China's market competition, especially in the field of fast-selling goods, more than Europe and the United States are fierce competition. All the well-known fast-selling brands in Europe, America and Asia then China's own local or a garment processing power, local brands are particularly active, Taobao new brand is also very many, so the Chinese market, especially in the high-end clothing industry competition is very fierce, especially to achieve high point to continue to do, Really difficult, we are also thinking how to let consumers continue to buy their own brand.

② Line Shop Customer Experience single

For example, I am a customer, I phase a dress, I went to my house next to the shop to see, found that this shop does not have my code or this paragraph, we will encounter such difficulties. Sometimes you go to spend the big bag of the home to mention, but the city traffic is particularly congested, shopping after carrying clothes home is a burden.

In addition, special sale shop will have guests crowded, try to wear a general experience. So the shopping experience in our view is still somewhat passive, this also let our current model feel that our contact with customers is not enough initiative. This is the offline shop at present some difficulties.

Second, the current online business operators encounter challenges

We all know that Ling to the company's online business is relatively active and active, on-line business of our company to do the best performance is Jack Jones, the line of its business volume in the end how big? I think there are limitations. This business volume in the end why have to limit the magnification, because we have been doing for three or four years, not a lot of growth, we are also thinking about the power of the model's shortcomings.

The electric quotient model is actually more convenient than the original offline shop, many people do not use offline to take. But it also has its drawbacks: ① when you buy online is interacting with machines; ② consumers are more dependent on price sensitivity; ③ Electric quotient is younger.

We also encountered their own bottlenecks, online business how to expand, Offline shop in the existing size of such a large scale to continue to break through? In this process, we also with Tencent Micro shopping This new model to study how to docking success. Very frankly with you, after three months of groping we found that the model brought to the line store value is in some aspects.

Iii. the value of micro-purchase business for existing retail channels

For us, if just put the performance of the offline shop moved to Tencent's O2O performance, this is not my original intention. I've got 10 bucks, I'm moving it out of two bucks here, I'm still eight, that's two, it doesn't make any sense. My original intention is that every channel appears must be to the original channel of a perfect, must be to the total amount of help will vote this thing.

① allows customers to more targeted shopping, the physical store has a diversion role

To Ling, the first big value of micro-shopping is to bring the passenger traffic into the V&m shop, rather than to say that this person to online consumption he does not come. Online with the O2O micro shopping model to interact with your customers, you recommend him 10 you think very good for his clothes, say you look at this clothes you like, a lot of people say I particularly like, originally we think some people immediately on the line consumption, but wrong, you recommend 10 sets of clothes he likes, 10 people have seven to eight people he said well , I will go to your store to try, his reaction or said to go back to the physical store to try.

For consumers, I go shopping today with the purpose, but I do not know which store has my product, I have a shop to sweep, the efficiency is very low. What are your advantages if you have such a business? For example, I need a pink leather today, I can go to the store before I have to send an invitation to the shop, said your shop there is no pink leather, shopping guide can be in his purchase area to filter out customers want, first of these styles to you, Then the customer chose to think that these three good, you help me to stay, I will make an appointment with you when to go, this allows consumers from the original aimless consumption process into more efficient and targeted consumption, in fact this is also the initiative to earn a lot of traffic back. So in such a business many people will worry about whether the traffic will go, but we use this business with more people back.

This December we and Tencent did a big promotion of business, in that promotion process, that day is Thursday, v&m shop in full swing, a lot of customers come back to experience this business, when the store gave me the reaction said did not think this business is to pull back the traffic. When the mall calls me again, it's not about what your company is doing, but you this business is with Tencent who cooperation, you put this person recommend to us, I feel very good, pull back the people, we also interact with them, to see if there is a possibility in the future shopping malls also made such a platform to promote. I think this is also a further refinement of the O2O model, which now appears to be helpful to the physical store's passenger flow. Because of the help of the passenger flow, the guest must be generated after the return of consumption, this consumption will help offline shop.

② suitable for fast-paced life, private custom.

But the guests will not come back to spend the time also encountered some offline shop can not buy. Now many of us are very busy with the pace of life, if I see a dress today is really not free to buy, I will tell the guide I need a what type of clothes you push to me, pushed to me, I can go to the store to try, but if due to my time today inconvenient, I might be able to line up and down the list. But this is based on my trust in this shopping guide very much, that is, this trust under the single EC (electricity) link is not resolved, your EC is a computer synchronization directly selected, after the next single pick up to look at the clothes have to try. But now this is more than the traditional EC line on the list of your interaction with the shopping guide, and this guide is a long-term service of your personal customization, that is, you and his association after the person may become your long-term custom service. I'd be very happy if someone made me this personal service. Because I need anything to send him a, I may be related to several brands, I told him what I like, you all three push, push send who suitable, today is too late, I put a single after 48 hours to send home, very convenient.

This is a single more personalized service than the traditional EC, which I think O2O can bring to customers more attractive value. For example, you are my customers to the store, we through the Shopping Guide App Association after I will tell you that you usually encounter any clothing on the consumption difficulties can be sent to me, no need to go aimlessly before coming, I can help you sift through, let you spend 10 minutes to this market to try clothes, only spend 10 minutes. We have an appointment, fitting room can be ready for you, if we do not have the shop can be transferred to you, to ensure that the business to do more complete.

③ break the limitations of the physical shop and improve the shopping experience

We know that now the offline shop Customer experience failure is still quite a lot, such as 10 people come in, the current turnover rate is in 20%, 30%, the remaining 70% of the people are not deal. In fact, no matter which store you visit, if you are failed to go out without a deal, in fact, you are not good impression of this brand, because you will think I am disappointed or I wear this dress is not good-looking.

But our business will make the remaining 70%, 80% in the store. First, you turn into an appointment fitting, the second you come if our shop does not have your size or your money, I have a micro-shopping platform to help you meet because I this shop small area caused by the style is not, shopping guide can from the existing inventory of this store to help you choose the money, It can be supplied to you from all the goods on the larger micro-store platform, this is to ensure that any customer goes to a physical store for a successful shopping experience from 20% to 40%, 50%, which is a complete experience for the customer, is happy for him. So we are also committed to the line that means we drag back the traffic, but also use the micro-shop platform to customers to meet more product needs, to help him to improve the entire shopping experience.

Another value service is the collection. For example, the man's wife saw some clothes in our house, but worried that the husband would not like to do? I try to finish after this collection, the collection back home I said husband you look, this is my v&m home to try the clothes you see how, my husband said I can directly at home to the single. And in the entity shop when buying, this kind of guest is to lose 80%, she worried about the clothes husband likes, hesitated for half a day she did not buy. It doesn't matter if this person doesn't buy can be collected first, back home with your husband after communication, or with friends after communication, we all feel good you place a single, that is, we will be the overall sales now from the physical store to all of our consumers in the life, which is a very high value.

Iv. Challenges and opportunities for the development of micro-purchase business

No business is a myth, and it's impossible for everyone to shout O2O on behalf of each company can be put into place. The micro-purchase business involves working with all the stores under the line, and we feel that it is not easy to push the process. It will be with all the offline store sales staff, and the successful cooperation with the sales staff to face your customers, their own difficulties are many.

① customers ' cultivation of new shopping style

The humanistic consumption orientation of technology development. Everyone said O2O very good, but O2O implementation to the software platform is a sort of what kind of subdivision function, is the most humane, this should be in the process of continuous sales you understand the needs of customers constantly improve, I think the current function only walked to 60%, 70%. Because our brand is the first mice, mice will encounter a lot of good and bad aspects, we have encountered a lot of cooperation in the process of hardware software problems. Experience the success of the customer feel v&m become good flavor, experience a bad customer feel v&m home on a thing caused me a lot of trouble, because this functional experience because of this software settings are constantly optimized, in fact, the earlier guests may experience the function is more cumbersome, Now look at the time is actually very much progress.

System data security and stability. Because the data has just been online a lot, we often encounter data instability, such as sudden inventory of 0. Since we are the first mouse, we have done all the tried, consumed, experienced, we are also experienced, to try. Our goal is to hope that we in the Chinese brand is the first to make this business complete and get value of a brand, so no matter what kind of setbacks we encounter, we still have to firmly believe it to the fastest speed integrity in our brand to promote success.

② is an age-challenged salesman

Understanding of the sales trend of micro-purchase. We have 1800 stores, 20,000 shopping guide, this business to through 20,000 shopping guide and customers to docking, the 20,000 shopping guide to the mastery of this technology is a very big difficulty. 20,000 shoppers have mixed understanding of the matter, someone will soon apply, many people are still in the original sales skills model, the 20,000 shopping guide overall training is also a very big challenge to us, and our offline shop many employees of the mobile phone is not even smart phones.

Mastery of operations and online interaction. Because the interactive skills have changed, you have to learn to market customers online. Like a lady to our store, maybe every child in our store will communicate with you, but suddenly you become my online customers, employees have to think of what the line to communicate with you, do not disturb you and let you like me, this with the original offline shop interactive skills is completely different. The presence of this business is a subversive step forward for the sales and marketing skills of the existing physical stores, which is a challenge to us.

V. Future development, great integration

In many of our partners, there are not many companies that can do technology and have empathy. Originally I have very few online consumption, also not too to try new things, and now I regularly communicate with them about what new business you are developing, because you run faster, I will first put your ideas mature implementation. We first implement, you think, wait for you to develop new good things, and so we put this into practice and then come back to you, and then continue to advance. Because the Internet people's empathy and tentacles are very good, so for us to do the existing physical store business people's way of thinking is also an extension.