Clothing O2O Four cases: The United States, Uniqlo, song Leah, Ling to how to play O2O

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O2O is undoubtedly the 2013 apparel retail industry's biggest bright spot, this is the rapid development of mobile Internet to the retail industry opportunities, in the domestic rapid development of 5 years, but also "traditional channel crisis theory" constantly growing momentum, MA Yun and other electric businessmen are constantly instilling and strengthening the crisis, Once the traditional enterprise overwhelmed, this crisis theory not only appeared in China, Amazon is also forcing the best Buy and Barnes bookstore transformation.

Under the crisis, traditional retail enterprises have net, and the net purchase platform to fight the price war, with short beat long, more difficult, and brand enterprises net more to the main hand, the low price of dumping on the line to the traditional channels of interest damage, in Wal-Mart, Target, Belle and Suning are gradually sober, mobile internet tide broke out, PC-side Internet applications are rapidly moving to the mobile end, which at the same time makes the traditional retail electric business model from the PC side of the consumer to the mobile end of the O2O conversion, the offline high cost of experience, service is no longer a short online purchase, but the basis of interaction with users, from a global perspective The O2O mode based on mobile is becoming the core of traditional retail electric power business.

The retail environment in China and the west is different, including industry concentration, business model, supply chain control and so on, so blindly copying the Western experience is difficult to succeed, to clothing as an example, well-known clothing brands are in China's Internet environment to do a variety of mobile O2O, but also need time to verify, more representative of:

Store mode (core is on-line guide): Uniqlo

Store mode refers to the store as the core of the O2O, emphasizing O2O for the Offline Store service tool value, O2O mainly used for offline store diversion, improve the line store sales. For example, online coupons are used, increase store sales, online release of new notices and related collocation, to attract users to the store to try to wear, stimulate the user to buy the desire, the collection of store user data, do precision marketing, through the geographical location function to help users quickly find the store location for the offline store diversion and so on.

Store mode that is guided down the line mainly used in the strong brand appeal, while sales to store experience and service-driven clothing brand, so the main function of mobile phone app is to the line store diversion, specific models are: Store search, coupons, brand promotion, etc., also have mobile phone mall, user-friendly direct orders, The representative practitioner of this model has Uniqlo, Gap China and so on.

Uniqlo has always believed that the entity channels (stores) for consumers have a huge value, O2O's main role is to provide services for offline stores, help line stores to improve sales, and to promote the effect can be checked, each transaction can be tracked. As early as April 2013, Uniqlo realized the "store + official website + Day Cat flagship store + mobile app" multi-channel layout. Uniqlo app supports online shopping, two-dimensional code scanning, coupons issued as well as offline shop inquiries, which online shopping function by jumping to the mobile phone-side of the cat flagship store to achieve, coupons issued and offline shop query function is mainly to the offline store drainage, to increase the frequency of users to shop consumption and customer price.

In the author's opinion, Uniqlo's O2O layout is simple, direct and effective, in terms of strategy, Uniqlo has realized the line under the two-way fusion, first of all, the app on the display of coupons, two-dimensional code are designed for the store, can only be scanned in the physical store to use, to achieve the direct drainage from the app to the store; Uniqlo store goods and coupons in the two-dimensional code is designed for its own app, can only use the Uniqlo app to scan and identify, so that the offline store in the consumer crowd to attract online, improve the app download and usage, using the quality of app features, The users of these Uniqlo apps will become more loyal consumers of stores, creating a virtuous circle.

Private customization Mode: Ling-zhi Fashion

Private customization mode refers to the use of O2O tools (third party O2O platform, own app, etc.) to establish a long-term relationship between the brand and consumers and seamless communication, make full use of domestic micro-letter, micro Amoy, such as mobile app entrance convenience advantages, combined with their own services, experience, to carry out integrated innovation, To provide users with personalized service and experience innovation.

On the one hand, the brand can be based on consumer past consumption record to push their own goods and preferential information, on the other hand, consumers can also take the initiative to the brand to put forward their own personalized needs (booking test wear, door-to-door, etc.), the brand Chamber of Commerce has a person to provide one-on-one service to meet consumer clothing brand "private customization."

The model Yu Ying to the fashion company, at present, also in the active practice, Ling to its brand has Jack Jones and only, rely on a one-to-one shopping guide to enhance sales, shopping guide services and trial wear services relative to Uniqlo more critical, how to use the mobile O2O will be online convenience and offline one-on-one shopping guide, try to wear fusion, is the key to the success of the O2O model.

The O2O of Ling is mainly embodied in the strategic cooperation with Tencent's micro-life, at present, the use of micro-letter public accounts + micro-shopping platform to do the entrance, only temporarily brand marketing, new products, mobile phone shopping and other functions, is testing with the shopping guide to one to one integration, to achieve online shopping guide, booking and other functions, after the user to the store, Shopping guide staff will be based on the needs of the user to recommend clothing and higher accuracy of the shopping guide, this "private custom" shopping guide allows users to filter the clothing in advance, save the user's time, store shopping guide can be arranged in advance, such as the selected clothing design ahead of schedule, shopping guide staff can also be customized according to the user's special needs to make personalized clothing recommendations.

Ling Zhi is a typical shopping guide driven company, the intimate interaction between the shopping guide and the consumer is the key factor that leads to the store sales, so the micro-letter has the convenient instant communication way, the huge user foundation and the social network more conforms to the Ling to hope to realize "the private custom" the future vision through the O2O, the O2O layout is very high-profile, Not only is there a high-level presence to tell the experience, Tencent Micro-life also in the promotion of micro-shopping as a successful case to promote, but the author believes that the current Ling-O2O Road has just started, although the O2O concept and the future realization of "private customization" is very exciting, but offline retail outlets to experience a + shopping-style core, To get through the mobile phone interaction is very difficult, from the success of retail mobile O2O in Europe and the United States, most users choose only two mobile phone shopping: or directly with the mobile phone to buy, or to the physical store after the use of mobile phone to enjoy the service of the store (coupon use, precision activities, scanning code to check commodity information, etc.), So the function of mobile phone app mainly includes to store function and remote function (mobile shopping, electronic periodicals, product inquiries, and so on) two major parts, so that users use mobile phone contact guide, but also scheduled to shop service (test wear, shopping guide and other services), from experience has caused trouble to users, unless from brand selection you are indispensable, Believe that Ling to the brand can not be achieved.

Life Experience Store Mode: Mattel

Life Experience Shop mode refers to the brand in the quality business district to establish life experience shop, to store consumers with WiFi, tablets, coffee and other more convenient life services and consumer experience, so as to attract consumers to stay in the store for a long time using tablets or mobile phones online, login and download the brand's own app, In order to realize the offline user to mobile phone app transformation.

The model in the apparel retail industry is typical of the practitioners of the United States Granville.

American costumes, known for "not taking the usual road," have also been tried in O2O, in the past six months, the United States and the first cooperation with micro-letter, and then began to pay treasure, Micro Amoy cooperation, the United States recently put forward to "life experience Shop + Bang App" O2O mode, and launched a nationwide 6 experience shop, The US state is looking to stay in the experience store through the comfort of Internet access offered by these experience shops, the store provides high-speed wifi environment and pleasant Coffee, a large number of public tablets for users to use, users drink coffee landing in the United States app purchase products, but also in the app after a single choice door-to-door, to achieve the line down to the line flow.

Life Experience Shop mode in the apparel retail O2O field is a bold, novel attempt, in this mode, the store will no longer be confined to the static offline experience, is no longer a simple shopping place, but shopping at the same time can enjoy the internet and rest, especially for the men with their spouses shopping to provide a comfortable environment to rest, They can drink coffee when they are bored to surf the internet, browse the state of the app on the introduction of the goods, or direct mobile phone orders, express to the home, which will increase the number of app download, the user's mobile phone network to buy and use the amount of users to play a good user base.

The specific model of the O2O is still being tested, the core is to improve the retail experience of the store through the O2O model, while strengthening the diversion of the mobile app, strengthen the user's mobile app precipitation, for the next step to strengthen mobile network shopping, interaction and membership system to prepare, but coffee table and Internet environment (Internet table, etc.) Occupy a lot of space in the store, to "life experience" and "Internet environment" as the core of store renovation, will deviate from the core of clothing retail?

Fan mode: Gloria

Fan mode refers to the brand O2O tools (third party O2O platform, own app, etc.) as their own fan platform, the use of a series of promotional means to attract users to join the line, through brand communication, new products and content maintenance, such as social means to stick fans, regular push to fans and new information, etc. Attract fans to buy products directly from mobile apps.

Try the fan mode case there's Gloria.

The song Leah in O2O aspect choice and Ali's micro Amoy cooperation, last October, the song Leah in the fine selection of the country nearly hundreds of stores placed in the micro-Amoy activities of materials, attracted to shop customers through the sweep store in the two-dimensional code into the song Leah Micro Amoy fans, coupled with shop assistant targeted guidance and on-site scanning code guidance, In just 5 days, the number of fans rose 200,000, according to the statistical activities during a total of more than 1.1 million users opened their mobile phone to visit the days of the cat shop.

Fan mode suitable for small and medium-sized clothing brands, using the social platform of the fan aggregation function, through the store to the on-site user guide, and then through the fans online interaction to improve the stickiness, so in the new release, promotional activities or accurate recommendation of the pull, you can improve the mobile end of the network shopping ability, Gloria is through the store to pull users to the micro-Amoy Gloria account, become its fans, at any time to receive the Gloria's new product recommendations, activities, clothing and advice, and other information, and then the recommended micro-Amoy link can directly point to the Cat app's flagship store, promote direct orders.

At present, the social O2O platform with the interactive function of fans has micro-letter (public account) and micro-Amoy (fan account), the corresponding Tencent micro shopping platform and the cat platform can help users direct mobile phone network shopping, this model is actually offline to the reverse flow, improve the user's mobile shopping frequency and stickiness, Need to avoid the line under the price inconsistency caused by the dilemma of mutual stroke.

The above clothing retail mobile O2O mode is still in the exploratory period, the domestic clothing brand industry concentration is too low, the brand stickiness did not develop, this time the brand own mobile app has difficulty, may use the third party mobile O2O entrance, for example Micro Amoy, micro-letter and so on, unifies own retail system characteristic and the target user characteristic, Groping for more personalized mobile O2O solutions, although there is no industry standard answer, but for clothing brands, the general direction of mobile O2O is to improve the competitiveness of the store, make full use of mobile end of the interactive advantage, improve the user to shop consumption frequency, conversion and basket volume, mobile is the tool, retail is the essence The full combination of the two is the core of the future clothing brand Electronic business.