De test water O2O: Deconstruction of O2O, emphasis on the whole channel

In this "invasion" of the internet era, fashion brands have accelerated the process of O2O, every day staged a success or failure. Why in the world do you want to implement O2O,O2O? Recently, fast fashion brand de test water O2O results, de Executive Director, Chairman assistant and senior executive Vice President Xinri received an interview, for the O2o Road put forward many worthy of peer-referenced views.

Second World War Electric dealer "basically satisfied"

De Cat flagship store opened in August this year, the double 11 sales of more than 26 million, its team linkage of more than 300 stores, more than 300 large experience shop, in a day and a half time to send out all the goods, in the whole garment industry is also rare. For such a speedy, customers are given a consistent high praise, a user called it "wind speed" "should buy more points." In the two-and-11 period and after the days, the majority of brand Chamber of Commerce due to logistics problems and the score dropped, but de not fall. Faced with these remarkable achievements, Xinri and his team expressed "basic satisfaction".

It is understood that de has operated online shops, but for a variety of reasons operating is not very successful, this year has been settled in the "Second World War." Xinri Frankly, in fact, de team still exist many deficiencies, such as insufficient experience, internal system, process of mutual running-in is not enough, the goods are not fully prepared. Because in the fashion industry, usually in advance six months early preparation of goods, the preparation of dual 11 because the cycle is relatively short, so the goods are not prepared.

Even so, de across the traditional stage, a step into the O2O, that is, the whole channel of the state, has been the positive evaluation of Alibaba Group, and become one of Alibaba's 6 benchmarking enterprises.

Deconstruction O2O the whole channel

Compared with other retail giants, de in the O2O of the road is not at the forefront, but more cautious, but once the decision, de broke out the same speed of wolves, began to capture O2O.

"The essence of the whole channel is customer satisfaction, the pursuit of customer experience, this is the ultimate goal." And not just drainage or to get through inventory, this is only the operational level of some understanding, I think his essence is in the pursuit of customer satisfaction. "For the current great heat, and even be held up to the altar of the O2O concept, Xinri put forward their own views." For the whole channel, Xinri a few simple examples, the past customers online store to buy clothes, there may be out of stock, broken code, in the full channel state, theoretically he should be able to buy online or under the line of any store, any one of the inventory point to buy this product.

In order to practice this point, de is actively with consumers in various forms of communication, to find customers pain point, at present, de focus on inventory through, members get through, pay through these points. At the same time, La Chabelle also in the organization to make adjustments to deepen the O2O business process. Xinri himself is the leader of the entire channel project team. In addition, De has solved a very important problem--the question of interest. There is usually a conflict of interest between the traditional line and the offline brands and distributors. De due to the use of the sales strategy of the full direct store, and in the performance system to make adjustments, such as online delivery of goods will be recorded in the region in the performance of the store, so as to eliminate online conflicts of interest, the entire channel has become more unimpeded.

Focus on the future O2O evolution

For the current de O2O status quo, Xinri modestly said, is still in the 1.0 stage, that is, through the online and offline channel inventory, but still not thorough enough, in addition to members through, payment through, these are to 2.0 efforts in the direction.

O2O is an evolving concept, and in Xinri's view, there are 3.0 or 4.0 of times, to constantly meet the latest needs of customers. Chinese people like to talk about concepts, but the concept of beauty, but also need to be implemented, Xinri called it "unity of knowledge and practice." In his eyes, there are other business best practices in the case, you can learn from and imitate, and in the absence of experience, you need to boldly try.

The de of a wading electric dealer, at present, it is forcing the enterprise's thinking and decision-making, for example, according to the order volume analysis of the regional distribution of the store is scientific, which process needs optimization, the scope of authorization, and so on, for the enterprise internal, O2O the more smooth, also means that the internal cohesion is stronger, the more can be in

From the point of view of Xinri and the way of de O2O, we can see that when the traditional retail enterprises into the field of electricity, the sober marketers have no longer blindly worship the O2O, but efforts to user-oriented, it from the "Castles in the castle" into the "Empire State Building", this is not only the Internet, It is also a common norm for all walks of life to seek development.